ORCID Profile
0000-0003-1218-2377
Current Organisations
Universiti Sains Malaysia
,
University of Brighton
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Publisher: Elsevier BV
Date: 02-2022
Publisher: Informa UK Limited
Date: 10-04-2021
Publisher: Wiley
Date: 21-01-2022
DOI: 10.1002/CB.2018
Abstract: Drawing on signaling theory, this research aims to examine the impact of brands' Facebook page characteristics (information variety, information currency, and responsiveness) and followers' comments on building trust and its consequent effect on purchase intention by considering attractiveness of alternatives as a moderator. Data were obtained from 396 brands' Facebook page followers in Malaysia using an online survey and analyzed using the partial least squares technique. The results indicated that a brand's Facebook page information variety and information currency significantly affect trust in that brand. Additionally, responsiveness and followers' positive comments on the Facebook page were found to have a significant influence on both trust in brand and trust in product. Furthermore, both trust in brand and trust in product were significantly related to intention to purchase. Our results revealed that alternative attractiveness negatively moderates the influence of trust on purchase intention. The findings extend the literature by illustrating that (i) the influence of customer‐generated information on trust is higher than the influence of company‐generated information (ii) the determinants and impacts of trust in brand and trust in product are different and (iii) existence of attractive alternatives may offset the impact of trust in brand on purchase intention. The findings are useful for brand managers and enable them to influence customers' trust through successful management of brands' Facebook fan pages.
Publisher: Emerald
Date: 12-10-2022
DOI: 10.1108/APJBA-06-2021-0243
Abstract: This study aims to answer two important questions: (1) Whether companies should reduce or increase the marketing expenses to face the recession caused by COVID-19? and (2) What marketing mix strategies should companies undertake to shine in the post-pandemic world? As recession caused by the COVID-19 crisis is one of the main drivers of business environment and customer behaviour changes, the authors systematically reviewed articles on marketing mix strategies during recessions. Out of 1,128 documents extracted from the Scopus database, 41 English-written articles were selected and analysed. This study illustrates: (1) marketing budgets should not be cut during COVID-19 and (2) the marketing mix practices and strategies that firms should undertake during COVID-19 pandemic in terms of product, price, promotion, and place were explained. The findings of this study advance the understanding of marketing strategies and practices that should be adopted and put into practice to deal with the impacts of COVID-19 on the business environment and shine in the post-COVID-19 world.
Location: United Kingdom of Great Britain and Northern Ireland
No related grants have been discovered for Davoud Nikbin.