Studies have found that information from celebrities, social media influencers, and people whom they know in real life affects millennial consumers’ purchasing decisions. This study investigates ho...

The Effect of Social Media on Perceived Information Credibility and Decision Making

Purpose The aim of this article is to summarize the celebrity endorsement literature to identify trends and challenges related to key research areas. Based on a critical review of existing literature, this article presents several recommendations regarding potential future directions of celebrity endorsement research in hospitality and tourism. Design/methodology/approach The article presents a critical review of literature from both the general marketing and hospitality and tourism fields. Findings Over the past decade, significant progress has been made in hospitality and tourism celebrity endorsement research, with several new constructs being revealed and tested. However, the extant findings are rather mixed and inconclusive because industry features have not been systematically examined and study contexts and samples have varied widely. To advance the hospitality and tourism celebrity endorsement research, an extended meaning transfer model with six propositions is proposed. Several areas for future ...

Star power: the evolution of celebrity endorsement research

Purpose – The purpose of this paper is to look at the factors driving online shopping and to develop an understanding of the factors influencing the online shopping by the consumers. This is done by exploring the factors that encourage consumers to shop online through analysis of such advantages as security, fast delivery, comparable price, convenience, cheaper prices and a wider choice. At the same time, the research project reveals the factors that are discouraging for consumers and the benefits received by buyers making purchases online. Specifically, the research explores how online shopping can be affected by such factors as age, gender or occupation. Design/methodology/approach – The factors that affect the consumer online shopping have been disclosed through quantitative research by analysing data collected via a web‐based questionnaire survey. The sample consisted of 183 Lithuanian consumers who were purchasing online. Findings –The empirical findings of this study indicate that the main factors influencing consumers to shop online are convenience, simplicity and better price. Analysis of socio-demographical characteristics such as gender has shown that men shop more often online because of the lower price. Respondents of the 25–35 year age group more often choose shopping online for such reasons as lack of time and a wide range of products. The most beneficial factor of shopping online was identified as a possibility to compare prices and buy at a lower price. Research limitations/implications – This study was done regarding only general conditions and the findings may not necessarily be applicable to a particular e-business. Therefore, in the future it would be highly encouraged to examine consumers’ attitudes towards specialized online shopping websites to look for differences by kind of products or services.Practical implications – Attributes identified by this study could help e-business developers to forme their marketing strategy, identify and remove the main obstacles to creating a highly convenient online shopping service to customers. Online stores can devote valuable corporate resources to better mapping of the online consumers’ behaviour, future technologies and developments. Originality/Value – This paper may be valuable for online retailers, as it will help them to attract consumers and enable to better form their e-marketing strategies allowing to understand the consumers’ changing needs and lifestyles as well as to to attract them with regard to their online shopping experience.

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E-commerce factors influencing consumers‘ online shopping decision

A plethora of studies has investigated theft in the workplace in various industries. However, few studies investigated the motivations behind hotel employee theft especially among Generation Z unde...

Theft in the hotel workplace: Exploring frontline employees’ perceptions towards hotel employee theft:

How does consumers' Perception of Sports Stars' Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity

Celebrity and brand mascot endorsements are very popular and often-used techniques by marketers. Marketers believe that celebrity and brand mascot endorsements provide a higher degree of appeal, attention, and customer recall ability compared with when this technique is not used. Marketers also claim that a celebrity affects the credibility of claims about a product and increases the memorabilia factor of the message, which may provide a positive effect that could be generalized to the brand. Primarily this essay has been designed such that it examines various parameters related to advertisements containing celebrity and brand mascot endorsements. Data were been collected from 150 respondents through questionnaire and subjected to t test, χ2 test, and difference of means test to enforce the hypotheses that celebrity endorsements have impacts on customers’ perceptions and their purchase intentions. The findings of this study provide insights for marketing and brand managers to design and market the...

Impact of Celebrity Endorsements and Brand Mascots on Consumer Buying Behavior

An e-commerce website would taste its success only through its strong business models and loyal customers. Customer loyalty is given the prime weightage as the customer on the internet web are highly volatile and switch the brands very quickly than a brick and mortar store due to the lesser degree of physical evidence. In this scenario it becomes highly essential for management of the e-tailers to understand the behavior of the consumers at various situations as this may provide an important insight of the consumer which may be grabbed to create a highly sustainable website to provide highest customer satisfaction. This paper examines the relationship between purchasing decisions and intentions to shop online and the factors affecting the decisions regarding the same in the minds of the consumers. Consumer intention in web based shopping is analyzed through the comparison of the factors that facilitate or inhibit online purchasing of products and services using the theory of planned behavior. A theoretica...

An Empirical Study on Behavioral Intent of Consumers in Online Shopping

The dynamic environment of markets has forced the market researchers to study customer orientation towards a product and his associations with the brand.  Millennial are opinion leaders across all business domains in the society; this emphasizes the importance of this particular segment and their impact on brand equity.  Indian business is very dynamic and is continuously being affected by the various changes due to the entry of new foreign players, high technological up gradations and changing consumer needs. Hence it has become very important for the marketers of the brands to make their brands more attractive to gain more loyalists. This study intends to propose the importance of the various factors that are responsible for creating ―brand love‖ in the mind of the consumer and thus make the business of the brand profitable for a long time. The validation of the scales for measurement has been proven through this study and top loved brands have been got from the respondents. Brand Love scales on the various brands in the Indian context have proven that love towards the brand generate a high amount of loyalty and have significant effects through  a positive ‗word of mouth‘ comment.

Measuring ‘Brand Love’ : Understanding the Attitude of Millennials towards Select Brands

The telecommunication industry has its roots since the industrial era, but it has been under constant change, both in evolutionary and revolutionary patterns. Technological developments in the industry have undergone an evolutionary change, with the modernisation of the equipment, which possesses the ability to function more with lower space requirements. Additional usages like internet, Virtual Private Network VPN and Wi-max have acted as catalysts to increase the importance of the telecommunication industry. A revolutionary change can be observed in the business processes and management principles of the players in the industry, as the customer experience and high-end value services are generating positive cash flows for the existing players. Besides that, low tariff levels, connectivity, signal strength, various data services and a host of innovative value-added services are likely to determine the performance of the telecom players in future.

Abhinav Guptha

Papers

Impact of Celebrity Endorsements and Brand Mascots on Consumer Buying Behavior

An Empirical Study on Behavioral Intent of Consumers in Online Shopping

Measuring ‘Brand Love’ : Understanding the Attitude of Millennials towards Select Brands

Empirical Assessment of Service Quality and Customer Satisfaction in Indian Telecom Sector: Users’ Perception