Fashion portals and Indian consumers: an exploratory study on online apparel retail marketing

Kautish, Pradeep; Kumar, Sushil

doi:10.1504/ijemr.2019.100706

Cited by 20 publications

(5 citation statements)

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“…Interactivity is defined as “the extent to which e-commerce’s social media facilitates customers to share content and views with the company and other customers” ( Ibrahim et al, 2020 , p. 558). It is basically customer-generated content ( Daugherty et al, 2008 ) and provides a platform for customers to share helpful content and crucial ideas about the product or services ( Godey et al, 2016 ; Kautish and Rai, 2019 ). Interactive messages give the impression that companies are listening and responding ( Bozkurt et al, 2021 ).…”

Section: Related Theory Literature Review and Research Hypothesesmentioning

confidence: 99%

“…Social media marketing is an effective digital marketing strategy that has introduced a new perspective to the current marketing arena. With the explosion of information and communication technology, the face of marketing activities changes as it increases the transformation of product and services in large volumes as compared with traditional marketing practices ( Kautish and Rai, 2019 ). In the past, companies were not sure whether customers viewed or were influenced by their marketing efforts ( Kautish and Sharma, 2018 ).…”

Section: Introductionmentioning

confidence: 99%

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The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study

Shang¹,

Rehman

Mehmood

et al. 2022

Front. Psychol.

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This study examined how social media marketing activities (SMMA) influence consumers’ engagement behaviour in developing countries. Based on the stimulus-organism-response theory, we examined the effect of SMMA on consumers’ engagement intention and further investigated the moderating effect of social media sales intensity. The study employed a time-lagged design with two waves to confirm the hypothesised framework. The study findings showed that SMMA positively influence consumers’ engagement intention and engagement behaviour. In addition, social media sales intensity strengthens the link between engagement intention and engagement behaviour. This study adds to the literature on social media and discusses its practical implications.

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Section: Related Theory Literature Review and Research Hypothesesmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study

Shang¹,

Rehman

Mehmood

et al. 2022

Front. Psychol.

View full text Add to dashboard Cite

show abstract

“…Consumers are also like to shop on websites that display a lot of information, are easily accessible and well organized (Wolfinbarger & Gilly, 2001) because they can easily compare products and make good choices (Blanco, Sarasa, & Sanclemente, 2010;Eduard, Flaviβn, & Guinalíu, 2007). The quality of service provided is closely related to the relevancy of information displayed on the portal or websites whereby this can attract customers to revisit the portal or websites in the future (Kautish & Rai, 2019). Other than the information on apparel, the aspect of privacy or security during payment is another important criterion in purchasing apparel through personal websites (Saricam & Erdumlu, 2017).…”

Section: Platform Featuresmentioning

confidence: 99%

Factors Influencing the Intention to Buy Fashionable Apparel via Online Platforms: An Empirical Evidence from Malaysia

Harizan

Shukor

2021

International Journal of Asian Social Science

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The Industrial Revolution 4.0 and the recent Covid-19 pandemic has further boosted ecommerce activities worldwide, including Malaysia. Past studies have been inconclusive in explaining the ideal factors which underlie the intention of buying fashionable apparel via online platform. Thus, this study investigates as to whether apparel characteristics, platform features, and promotion have a significant positive influence on the intention to buy fashionable apparel via online platforms. A total of 306 samples were collected among Malaysian adult consumers. The results of the analysis showed that apparel characteristics impose the strongest positive influence on the intention to buy fashionable apparel via online platforms, followed by platform features and promotion. The study enriches the body of knowledge by demonstrating the impact of the underlying factors in determining the intention to buy fashionable apparel via online platforms based on the Theory of Planned Behavior. The practical implications reveal that marketers should enhance the characteristic of apparel available online, the features of the online platforms used and the promotional price of their online deals. Limitations and suggestions for future studies are also presented. Contribution/ Originality: This study contributes to the existing literature of consumer behavior by focusing on the intention to buy fashionable apparel via online platforms. Apparel characteristics, platform features, and promotion were found to be important influencing factors. Findings of the study enable researchers to unravel other purchasing predictors underlying online consumer behavior. 1. INTRODUCTION The rapid development of technology has led to increased public reliance on the Internet in various matters of life. In the realm of Industrial Revolution 4.0, the Internet has brought great changes in all aspects especially in the development of the business and marketing world. With a dynamic economy and infrastructure developed for digital technology, Malaysia is an extremely attractive market for e-commerce. The Malaysian Communications and Multimedia Commission 2019 (Malaysian Communications and Multimedia Commission, 2019) report found that Internet usage in Malaysia has increased rapidly from 24.5 million users in 2016 to 28.7 million users in 2018.

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“…Customer engagement has been given little consideration in voice shopping (Poushneh, 2021). The literature lacks research on how AI VAs enhances customers’ brand engagement (Kautish and Rai, 2019; McLean et al , 2021).…”

Section: Introductionmentioning

confidence: 99%

“…Despite these, AI VAs are ineffective in establishing satisfying customer relationships and questioning their intended behaviour and effects on customers (Kautish et al , 2021a; Wang, 2017). Although AI VAs have been acknowledged to play an essential role in customer–brand relationships in online shopping, the mixed results on AI VAs’ role in desired customer response call for further investigation of customers’ responses to these technologies (Carolus et al , 2019; Kautish and Rai, 2019).…”

Section: Introductionmentioning

confidence: 99%

Linking technology readiness and customer engagement: an AI-enabled voice assistants investigation

Shah,

Kautish,

Walia

2023

Self Cite

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Purpose This paper aims to establish and empirically investigate a research model examining the effect of four dimensions of the technology readiness index – optimism, innovativeness, discomfort and insecurity – on customer engagement that further influences purchase intention in the context of online shopping through artificial intelligence voice assistants (AI VAs). Design/methodology/approach Data were collected in India from 429 customers in a self-administered online survey. Data analysis uses the structural equation modelling technique. Findings Technology readiness dimensions, e.g. optimism, innovativeness, discomfort and insecurity, are critical factors driving customer engagement. Customer engagement further results in purchase intention in online shopping through AI VAs. Research limitations/implications This study adds to the literature by understanding how customers’ technology readiness levels drive engagement and purchase intention. However, this study includes customer engagement as a unidimensional construct. Further research can consist of customer engagement as a multidimensional construct. Practical implications The findings offer guidelines for e-retailers to enhance customer engagement that matches their personality traits, thereby strengthening their purchase intention through AI VAs. Originality/value The research contributes to the literature by empirically investigating a research model, revealing optimism, innovativeness, discomfort and insecurity as crucial parameters for customer engagement and purchase intention.

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Fashion portals and Indian consumers: an exploratory study on online apparel retail marketing

Cited by 20 publications

References 0 publications

The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study

The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study

Factors Influencing the Intention to Buy Fashionable Apparel via Online Platforms: An Empirical Evidence from Malaysia

Linking technology readiness and customer engagement: an AI-enabled voice assistants investigation

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