Role of digital marketing in driving business performance in emerging markets: an analytical framework

Moctezuma, Natasha Patricia Bojorges; Rajagopal, N.A.

doi:10.1504/ijbfmi.2016.080127

Cited by 4 publications

(5 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The study extends the theory of utilitarian and hedonic motivations in terms of consumers' eWOM-seeking intentions on YouTube. In so doing, it differs from other studies that apply the theory of utilitarian and hedonic motivations to SMSs in general (Moctezuma and Rajagopal, 2016). The study's model is contextualised by the Saudi Arabian fashion market.…”

Section: Theoretical Implicationsmentioning

confidence: 93%

“…Existing studies have shown that some SMEs have failed to successfully leverage bloggers' eWOM in their marketing strategies (Hånell and Ghauri, 2016). Consequently, marketing products using bloggers' eWOM without revising existing digital marketing strategies may lead to mass consumer desire for marketed products (Moctezuma and Rajagopal, 2016). Marketing and social media strategy designs following different stages need the involvement of marketing managers, copywriters and research and development professionals.…”

Section: Implications For Practicementioning

confidence: 99%

“…In addition, some firms focus on basic issues in designing a SMSs marketing strategy, such as reaching a large number of consumers in a short time and utilising a general strategy for SMSs (Jelfs and Thomson, 2016). Therefore, marketers and researchers need a well-defined strategy for each SMSs, highlighting the aspects that consumers perceive to be essential (Moctezuma and Rajagopal, 2016).…”

Section: Introductionmentioning

confidence: 99%

“…Therefore, the main research question of this study is: "What are the factors that influence Saudi consumers' eWOM-seeking intentions on SMSs concerning Saudi bloggers' YouTube fashion channels?" Several studies have investigated the factors influencing consumers' eWOM intentions on SMSs in general (Park et al, 2014;Moctezuma and Rajagopal, 2016). explained that the utilitarian and hedonic aspects of each SMSs must be explored separately in order to holistically determine the processes of eWOM-seeking intentions.…”

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Consumers' electronic word of mouth-seeking intentions on social media sites concerning Saudi bloggers' YouTube fashion channels: an eclectic approach

ALNefaie

Khan

Muthaly

2019

IJBFMI

View full text Add to dashboard Cite

This study seeks to investigate the appropriateness of an eclectic model based on factors that influence Saudi consumers' electronic word of mouth (eWOM)-seeking intentions on bloggers' YouTube channels. There is a lack of understanding about eWOM-seekers' motivations for engaging in this behaviour. This study focuses on utilitarian and hedonic motivations and explores the factors related to the social and cultural elements that influence eWOM-seeking intentions. The study implements a two-phase mixed-method approach, including a qualitative and observational netnographic method. An online questionnaire is used to test the relationships among the variables in the study's conceptual framework. A total of 210 usable responses to the questionnaire were received. The data was analysed using the partial least squares (PLS) technique. The findings indicate that the availability of information and purchasing intentions developed through utilitarian motivations have the most significant influence on eWOM-seeking intentions. The managerial implications and limitations of this study and recommendations for future study are given in the conclusion hereto.

show abstract

Section: Theoretical Implicationsmentioning

confidence: 93%

Section: Implications For Practicementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Consumers' electronic word of mouth-seeking intentions on social media sites concerning Saudi bloggers' YouTube fashion channels: an eclectic approach

ALNefaie

Khan

Muthaly

2019

IJBFMI

View full text Add to dashboard Cite

show abstract

“…Several studies have investigated the factors influencing consumers' eWOM intentions on SMSs in general (Park et al, 2014;Moctezuma and Rajagopal, 2016). explained that the utilitarian and hedonic aspects of each SMSs must be explored separately in order to holistically determine the processes of eWOM-seeking intentions.…”

Section: Introductionmentioning

confidence: 99%

Consumers' electronic word of mouth-seeking intentions on social media sites concerning Saudi bloggers' YouTube fashion channels: an eclectic approach

ALNefaie

Khan

Muthaly

2019

IJBFMI

View full text Add to dashboard Cite

show abstract

Emerging Markets and Marketing Intelligence

Mandal

2022

International Journal of Organizational and Collective Intelligence

View full text Add to dashboard Cite

Multinational companies enter markets with emerging economies to expand their businesses. Multinationals need to obtain marketing intelligence to understand the emerging markets which have requirements different from that of developed markets. They require adopting new approaches to gathering and using marketing intelligence in emerging markets. The study discusses the importance of obtaining marketing intelligence in emerging markets. Multinationals require to treat and manage marketing intelligence as a strategic asset, organize differently for marketing intelligence in emerging markets, and use a wide range of sources and methods to obtain marketing intelligence. Multinationals should also ensure shared responsibility for marketing intelligence between corporate office and executives in the emerging markets. The above strategies will help multinational companies in obtaining adequate marketing intelligence and in growing in fast-changing economies.

show abstract

Role of digital marketing in driving business performance in emerging markets: an analytical framework

Cited by 4 publications

References 0 publications

Consumers' electronic word of mouth-seeking intentions on social media sites concerning Saudi bloggers' YouTube fashion channels: an eclectic approach

Consumers' electronic word of mouth-seeking intentions on social media sites concerning Saudi bloggers' YouTube fashion channels: an eclectic approach

Consumers' electronic word of mouth-seeking intentions on social media sites concerning Saudi bloggers' YouTube fashion channels: an eclectic approach

Emerging Markets and Marketing Intelligence

Contact Info

Product

Resources

About