Organizations and Markets in Emerging Economies
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Post-COVID Insurance Purchase Intention: The Roles of Referral, Agent Characteristics, Influencer Credibility, Plan Value, and Trust
Get PDFThe COVID-19 pandemic has heightened public awareness regarding the importance of health insurance. Several factors influencing the choice of an insurance brand include the plan value, agent characteristics, referrals, and consumer trust. Over the past five years, the use of influencers has expanded as they are believed to influence consumer intentions to purchase insurance services. Primary data was collected through a survey of 181 respondents who did not have an insurance policy but had seen the content of the insurance company’s marketing communications presented by influencers. Using SEM-PLS to analyze the primary data, the study found that agent characteristics and influencer credibility directly affect an insurance brand’s consumer trust and purchase intention. Meanwhile, referrals have a significant direct effect on consumer trust but not directly on purchase intention. Conversely, the plan value offered by insurance companies directly affects purchase intention but has no direct influence on consumer trust. Despite finding that consumer trust was insignificant in mediating the effect of referrals, agent characteristics, plan values, and influencer credibility on purchase intention, this study validates the role of agent characteristics, plan values, and influencer credibility in influencing consumer’s intention to purchase insurance products
The Impact of Consumer Engagement with Gamified Branded Apps on Gameful Experience in Emerging Markets: An Empirical Study
Get PDFDrawing on social exchange theory, this article examines how consumers’ engagement with gamified branded mobile apps impacts different aspects of their gameful experience, which comprises accomplishment, competition, challenge, immersion, guidance, playful experience, and social experience. We test the proposed conceptual model by drawing on data collected from 319 adult gamified app users from the emerging market of Pakistan, which was analyzed by using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that consumers’ engagement with gamified branded mobile apps in the emerging market context impacts each of the studied gameful experience dimensions, raising important theoretical and practical implications, as discussed in the article’s final section
Attitudinal Loyalty Towards Online Stores Between Loyal and Disloyal Clients: Differences Across Four Countries
Get PDFThe concept of loyalty has remained a central theme in business for over 50 years. This concept has gained additional attention with the growth of online retailing due to rapidly changing retail environments. Numerous studies have focused on the a ntecedents of online store loyalty; however, unlike previous works, the present study explores a conceptual perception of loyalty. This study provides insights into behavioral and attitudinal perspectives and concentrates on the importance of the affective dimension of attitudinal loyalty. Additionally, this study analyzes differences in attitudinal loyalty toward online stores between loyal and disloyal respondents. The study was based on a survey performed in four countries—the USA, China, Spain, and Lithuania. The results highlight the importance of the affective aspect of loyalty and differences in its evaluation among the surveyed countries. The findings reveal significant and stable differences in perception of the three dimensions of attitudinal loyalty between loyal and disloyal respondents; however, in contrast to expectations, the disloyal respondents exhibited very high levels of attitudinal loyalty. These findings contribute to better measurement and interpretation of loyalty for both scientific studies and business practitioners
The Effects of Brand Hypocrisy on Consumer Evaluations and Behaviors: Moderating Role of Nutrition Consciousness
Get PDFMany individuals accuse brands of hypocrisy for lacking transparency and sincerity, which could harm the brands’ image and lead to negative evaluations. Accusations of hypocrisy can also result in negative behavioral outcomes, such as brand distance and negative word of mouth (nWOM). This is particularly true for food brands, as it depends on individuals’ nutrition consciousness. Therefore, this study aims to explore the serial mediating effect of brand image and brand evaluations of the effect of the brand (mission) hypocrisy on both brand distance and nWOM, and the moderating role of nutrition consciousness on these indirect effects. Data was collected from 463 Turkish participants, and moderated serial mediation analyses were performed to test the research hypotheses. As a result, brand hypocrisy has a direct effect on brand evaluations, brand distance, and nWOM; nutrition consciousness has a moderating role on the effect of brand hypocrisy on brand image, and finally, brand image and brand evaluations serially mediate the effect of brand hypocrisy on brand distance and nWOM, where nutrition consciousness moderates both indirect effects. Thus, the current study theoretically and empirically advances the limited literature on brand hypocrisy and nutrition consciousness, and focuses on the assessment process of individuals and its behavioral outcomes
Entrepreneurial Climate in India, China and the USA
Get PDFEntrepreneurship plays a vital role in the process of wealth creation and improving the standard of living of the people through large-scale employment generation. So this study aims to identify the critical factors among the entrepreneurial framework conditions (EFC) and entrepreneurial behaviour and attitudes (EBAA) in enhancing the entrepreneurship climate in the United States of America (USA), China and India. The data for the study is collected from GEM (Global Entrepreneurship Monitor) on EBAA and EFC. Exploratory factor analysis was attempted initially to reduce the EBAA and EFC data into manageable factors. Further, confirmatory factor analysis was attempted to cross-validate the results.
Key Points: • The results unveil that the Public conditions and Business Promotions (EFC) in the USA are superior to India and China. At the same time, India lags behind both the USA and China. • Indian entrepreneurs are more optimistic and audacious than their Chinese counterparts. • The future of entrepreneurship in India depends on what measures the Government adopts today to strengthen the entrepreneurship framework conditions
The Linkage Between Fiscal Policy and Financial Development: Exploring the Moderating Role of Institutional Quality in Emerging Economies
Get PDFThis paper investigates the role of fiscal policy on financial development in Sub-Saharan African economies, drawing on a sample of 23 countries from 2000 to 2021 using the panel ARDL method after evidencing stationarity and co-integration properties among the variables. Our results show that an increase in fiscal policy and institutional quality decreases financial development in the long run. An increase in taxation and expenditure by the government affects the development of finance in SSA countries. Our results also show that an increase in foreign capital and industrial growth increases financial development in the long term. The outcome evidence that the interaction between fiscal policy and institutional quality exhibits a positive effect on financial development. Causality results reveal no directional link between fiscal policy, foreign capital, industrialization, and financial development with institutional quality indicating a single direction. The study suggested that SSA countries should focus on developing policies to track the implementation of adequate fiscal policy systems and structures. Institutional coherence within and between SSA nations is required for efficient fiscal policy development
Should Your Chatbot Joke? Driving Conversion Through the Humour of a Chatbot Greeting
Get PDFDespite the increasing number of companies employing chatbots for tasks that previously needed human involvement, researchers and managers are only now beginning to examine chatbots in customer-brand relationship-building efforts. Not much is known, however, about how managers could modify their chatbot greeting, especially incorporating humour, to increase engagement and foster positive customer–brand interactions. The research aims to investigate how humour in a chatbot welcome message influences customers’ emotional attachment and conversion-to-lead through the mediating role of engagement. The findings of the experiment indicate that conversion-to-lead and emotional attachment rise when chatbots begin with a humorous (vs neutral) greeting. Engagement mediates this effect such that a humorous (vs neutral) greeting sparks engagement and thus makes users more emotionally attached and willing to give out their contact information to the brand.
The study contributes to the existing research on chatbots, combining and expanding previous research on human–computer interaction and, more specifically, human–chatbot interaction, as well as the usage of humour in conversational marketing contexts. This study provides managers with insight into how chatbot greetings can engage consumers and convert them into leads
The Role of Entrepreneurial Orientation and Learning on the Performance of Junior Enterprises
Get PDFThis study aims to develop a model that analyzes the influence of learning orientation (LO) and entrepreneurial orientation (EO) as antecedents of performance in junior enterprises (JEs). To this end, a research model was developed and tested through a survey of a sample of 235 presidents of Brazilian Junior Enterprises. Through the Structural Modeling Equation (SME) technique, the effects of each of the variables on the performance of JEs were evaluated. The results indicate that both the EO and LO dimensions have a positive impact on the performance of this type of a company. Therefore, this study advances the understanding of the impact of strategic dimensions in a new context, as well as making direct contributions to these companies and other interested parties to use the results presented to support the construction of new strategies for improving performance
Long-Term Asymmetric Impact of VAT on Domestic Investment in Nigeria
Get PDFWe employ a non-linear ARDL (NARDL) technique to explore long-term asymmetric influence of value added tax (VAT) on domestic investment using quarterly data for Nigeria from 1994 to 2021. A long-term relation was found between domestic investment and VAT (alongside lending and inflation rates, credit to private sector, exchange rate, openness and households’ consumption expenditure) based on the bounds test to cointegration. We uncovered a long-term asymmetric association between domestic investment and VAT. The results show that a positive shock (an increase) in VAT has a long-term decrease and significant influence on domestic investment, while a negative shock (a decrease) in VAT has an insignificant positive influence on investment during the long-term. Other significant long-term drivers of domestic investment are credit to private sector, inflation and lending rates, openness, exchange rate and households’ consumption expenditure. Some recommendations have been offered based on the empirical outcomes
Does Insurance Sector Matter for Economic Complexity?
Get PDFThe study examines the impact of the insurance market on economic complexity in 28 OECD nations within a period of 1995–2020. The study also examines whether the impact of life insurance on economic complexity would be different from that of the non-life insurance sector within the insurance market. The results based on pooled mean group (PMG) estimators reveal that the insurance sector influences economic complexity positively. This finding is further substantiated after employing panel co-integrating regression and method of moment quantile regression (MM-QR). The study concludes that the insurance sector is a key instrument in upgrading the economic complexity of an economy. Since the distributional impact of economic complexity also depends on economic and financial risk, the insurance sector can assist in mitigating the risks and uphold the productive knowledge structure needed to enhance national product sophistication