The influence of potential outcome on entrepreneurs' decisions to participate in Crowdfunding in Pakistan (Karachi)

Jamil, Sobia; Shah, Faiza; Khan, Sherbaz; Imran, Iqra

doi:10.58661/ijsse.v3i1.56

Cited by 4 publications

(1 citation statement)

References 16 publications

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“…Influencers are considered the source of information on social media, and consumers often refer to the information published by influencers before making a purchase (Jamil et al, 2023). Scholars believe that the success of influencer marketing in social media is due to the high credibility Consumers can make decisions through information from sources with high credibility and trust.…”

Section: Influencer Credibility and Customer Engagementmentioning

confidence: 99%

The Role of Digital Influencer Credibility on Purchase Intention and the Mediating Effect of Customer Trust and Engagement

Sherbaz Khan

2023

GJMAS

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In today's digital era, social networking influencers' (SMIs) ability to drive consumer purchase behaviour has become a focal point of interest. Despite the widespread utilisation of SMIs in marketing, there is a need to comprehend how their varied characteristics impact consumers' purchasing inclinations. This study seeks to address this gap, focusing on the role of influencer credibility as a novel and effective brand marketing strategy. This paper proposes a dual-route effect framework that explores the relationship between influencer credibility, customer engagement, and trust. This framework suggests that audience engagement with an influencer's content bolsters the source's credibility based on the strength of the relationship with the influencer, thereby enhancing the brand's credibility. The audience's immersion in the influencer's content elevates the appreciation of brand content. Expert impressions and bite-sized video content can foster trust and generate interest among target audiences. The proposed framework provides a base for future researchers to delve deeper into the dynamics of influencer marketing. The study also explores other possible mediating and moderating variables that could further explain the relationship between influencer credibility and purchase intention. From a managerial perspective, this paper's insights shed light on how influencer credibility can be effectively leveraged as a brand marketing strategy. The dual-route effect framework proposed provides a roadmap for enhancing brand credibility and customer trust through strategic influencer marketing. This study adds to the growing body of literature on influencer marketing, focusing on influencer credibility. The proposed framework offers a novel perspective on how audience engagement with influencer content can indirectly strengthen brand credibility and drive purchase intentions.

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Section: Influencer Credibility and Customer Engagementmentioning

confidence: 99%

The Role of Digital Influencer Credibility on Purchase Intention and the Mediating Effect of Customer Trust and Engagement

Sherbaz Khan

2023

GJMAS

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Prospects for institutionalization of crowdfunding: a developing country perspective

Rizwan,

Naveed,

Mustafa

et al. 2024

JEPP

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PurposeThis study explores the adoption of crowdfunding in Pakistan, focusing on the challenges and opportunities within its unique entrepreneurial ecosystem. The research aims to provide insights into the regulatory mechanisms, stakeholder engagement and institutional factors influencing crowdfunding adoption.Design/methodology/approachSeventeen semi-structured interviews were conducted using a purposive sampling technique. Data was collected from diverse stakeholders involved in the crowdfunding process including investors, entrepreneurs, platform owners and regulators.FindingsThe study identifies various challenges, including regulatory gaps, investor concerns, platform-related issues and systemic challenges such as political instability and weak institutions. These challenges hinder the effective implementation of crowdfunding in Pakistan. Moreover, the study highlights opportunities for financial inclusion, bridging the gap between investors and entrepreneurs, and leveraging Pakistan’s entrepreneurial landscape for crowdfunding growth. While several challenges were common to both developed and developing countries, the study also identified distinct challenges such as digital literacy, reliance on the undocumented economy, insufficient regulatory frameworks and investor mindset specific to developing countries.Research limitations/implicationsSince crowdfunding is an emerging phenomenon in Pakistan, this study had limitations as no official crowdfunding platform other than the Pakistan National Investor Portal had started operations. Therefore, this study involved only those stakeholders who were involved in designing regulatory sandbox suggestions. The sample size could be increased to include stakeholders from other developing countries in the future. This article, however, provides significant strategic guidance for policymakers in developing a framework to improve financial inclusion in development.Practical implicationsThe study provides critical areas of concern for regulatory authorities for developing appropriate legislation to help overcome the challenges to the institutionalization of crowdfunding. This study also encourages stakeholders like investors and entrepreneurs to participate in crowdfunding while looking at the perspective of other parties.Social implicationsThis research highlights the need for the Pakistani society to be well-informed about alternative investment opportunities, like crowdfunding. The micro, small and medium enterprises (MSME) sector, along with the government, can also explore the benefits of crowdfunding to address their lack of access to capital and enable the inclusion of an informal economy to reduce poverty in a developing country.Originality/valueCrowdfunding is a new phenomenon in Pakistan, and the scope of its application in the MSME sector has not been thoroughly investigated. This study reveals how micro and small firms can use crowdfunding to boost their economic operations by overcoming challenges and taking advantage of fintech (financial technology) to achieve financial inclusion, leading to economic sustainability.

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The effect of religiosity, materialism and self-esteem on compulsive and impulsive buying behavior

Jalees,

Khan,

Zaman

et al. 2024

JIMA

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Purpose This study aims to explore the global issues of impulse buying, compulsive purchasing and materialism. It examines how materialism relates to self-esteem and the tendencies for impulsive and compulsive buying. In addition, the study delves into the impact of religiosity on self-esteem and materialistic values in an Islamic country. Design/methodology/approach Enumerators visited universities, distributing 415 questionnaires and receiving 397 in return. Due to the unavailability of a sample frame for the target population, the study used nonprobability sampling for statistical analysis, which included assessments of normality, reliability, validity and bootstrapping for the structural model, the researchers used Smart PLS. Findings The study confirmed 13 hypotheses while rejecting four. The unsupported hypotheses are: (i) materialism negatively impacts impulsive purchasing behavior, (ii) impulsive purchasing does not mediate the relationship between materialism and compulsive purchasing, (iii) materialism does not mediate the relationship between religiosity and impulsive purchasing and (iv) in an Islamic country, neither materialism nor impulsive purchasing significantly mediates the relationship between religiosity and compulsive purchasing. Research limitations/implications This study was conducted in a city within a developing Islamic nation, focusing on college students. It suggests that future research could include more cities, a diverse population segments and multicultural perspectives. The research primarily examined the direct relationships between religiosity and factors such as self-esteem, materialism and impulsive purchasing. Future studies could explore religiosity as a mediating factor. This study highlights that materialism (M), impulsive buying (IB) and compulsive buying (CB) are not only closely interconnected but also adversely affect individual, family and societal well-being, raising global concerns. While occasional impulsive behavior is common among individuals in Islamic nations, repeated indulgences in the same behavior could lead to an obsession with excessive purchasing. Practical implications This study holds significant implications for consumers and retailers. Excessive and unnecessary spending can increase financial burden and adversely affect family welfare. Often, families and acquaintances inadvertently teach children to engage in extreme purchasing behaviors. To combat this, families and religious leaders should educate individuals about the detrimental effects of impulsive and compulsive purchasing. In addition, colleges and other institutions should organize seminars and workshops to address these issues. Retailers, whose sales largely depend on impulsive and compulsive consumers, should employ interpersonal influencers and brand advocates to connect with this customer segment effectively. Originality/value This study examined the relationship between religiosity, materialism, self-esteem and impulsive and compulsive purchasing behaviors. This study thoroughly tested 17 hypotheses, encompassing direct, mediating and multimediating relationships. The findings reveal that materialism’s impact on impulsive behavior is negligible compared to previous research, corroborating the findings presented in the cited literature.

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The influence of potential outcome on entrepreneurs' decisions to participate in Crowdfunding in Pakistan (Karachi)

Cited by 4 publications

References 16 publications

The Role of Digital Influencer Credibility on Purchase Intention and the Mediating Effect of Customer Trust and Engagement

The Role of Digital Influencer Credibility on Purchase Intention and the Mediating Effect of Customer Trust and Engagement

Prospects for institutionalization of crowdfunding: a developing country perspective

The effect of religiosity, materialism and self-esteem on compulsive and impulsive buying behavior

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