Factors Influencing Shoppers’ Behavioral Intention to Purchase Smart Phones: Digital Transformation Through YouTube User Generated Content

Thirakulwanich, Anuphat; Sawmong, Sudaporn

doi:10.1007/978-3-031-14985-6_3

Communications in Computer and Information Science

2022

DOI: 10.1007/978-3-031-14985-6_3

|View full text |Cite

Factors Influencing Shoppers’ Behavioral Intention to Purchase Smart Phones: Digital Transformation Through YouTube User Generated Content

Anuphat Thirakulwanich

Sudaporn Sawmong²

Help me understand this report

Search citation statements

Order By: Relevance

Paper Sections

Select...

Citation Types

Supporting

Mentioning

Contrasting

Year Published

2024

Publication Types

Select...

Article1

Relationship

Self Cite0

Independent1

Authors

Journals

Cited by 1 publication

References 31 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

Entrepreneurial marketing practices and manufacturing venture performance during a pandemic: the mediating role of innovation

Sahu,

Panda

2024

JSBED

View full text Add to dashboard Cite

PurposePrevious research has indicated that entrepreneurial marketing (EM) positively influences small and medium-sized enterprises’ (SMEs) performance. While most studies have examined the relationship in a stable environment, EMs’ effectiveness during environmental instability remains uncertain. Therefore, the study aims to investigate the influence of EM on Indian manufacturing-based SMEs’ performance during the COVID-19-induced environmental instability. Additionally, it explores the mediating role of innovative performance in the relationship between EM and SME performance.Design/methodology/approachThe data were collected by distributing a structured survey questionnaire to 302 owners/managers of SMEs. Hypotheses were tested using structural equation modeling (SEM).FindingsThe result indicates that EM significantly impacts both innovation and SME performance. Furthermore, the innovative performance partially mediates the link between EM and SME performance. The findings suggest that even within severely affected sectors (manufacturing) during the pandemic, SMEs can achieve growth and innovation through effective EM practices.Research limitations/implicationsThis study validates the theoretical notion that EM remains effective even in unpredictable environments such as the COVID-19 pandemic. The findings offer valuable insights for SMEs seeking innovative strategies to enhance their performance, particularly those in emerging economies.Originality/valuePrior studies have relied on a single layer of abstraction to analyze the impact of EM. The present study is the first to extend standard construct (EM) conceptualization. Furthermore, it evaluated the efficiency of EM in situations characterized by instability, which is rare in the EM and SME literature.

show abstract

Entrepreneurial marketing practices and manufacturing venture performance during a pandemic: the mediating role of innovation

Sahu,

Panda

2024

JSBED

View full text Add to dashboard Cite

show abstract

scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.

Contact Info

customersupport@researchsolutions.com

10624 S. Eastern Ave., Ste. A-614

Henderson, NV 89052, USA

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Blog Terms and Conditions API Terms Privacy Policy Contact Cookie Preferences Do Not Sell or Share My Personal Information

Made with 💙 for researchers

Part of the Research Solutions Family.

Factors Influencing Shoppers’ Behavioral Intention to Purchase Smart Phones: Digital Transformation Through YouTube User Generated Content

Cited by 1 publication

References 31 publications

Entrepreneurial marketing practices and manufacturing venture performance during a pandemic: the mediating role of innovation

Entrepreneurial marketing practices and manufacturing venture performance during a pandemic: the mediating role of innovation

Contact Info

Product

Resources

About