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Author

Anubha

Bio: Anubha is an academic researcher. The author has co-authored 1 publications.

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Journal ArticleDOI
TL;DR: In this article, the authors examined the role of attitude as a mediator in exploring the Halal cosmetics purchase intention of Indian Muslim women and found that attitude towards halal cosmetics mediates the relationships of various drivers of eWOM with halal Cosmetics purchase intention.
Abstract: The purpose of this study is to examine the role of attitude as a mediator in exploring the Halal cosmetics purchase intention of Indian Muslim women. Various drivers of electronic word of mouth (eWOM) (quality, quantity, consistency and quantity) have been tested as antecedents of purchase intention through the lenses of the elaboration likelihood model (ELM).,The positivist paradigm approach has been used to test the proposed mediation model using structural equation modelling. Responses of 313 Indian Muslim women who read reviews shared on various social media platforms before making any halal cosmetics purchase intention have been used for the final analysis. Mediation was tested using bootstrapping.,The findings of the study revealed that attitude towards halal cosmetics mediates the relationships of various drivers of eWOM with halal cosmetics purchase intention. However, it was observed that this mediation was partial in the context of eWOM quality, eWOM valence and eWOM consistency. Furthermore, for eWOM quantity, the mediation effect was full as the direct impact of eWOM quality on halal cosmetics purchase intention was not significant but its indirect impact on the latter via attitude was found to be significant.,This study adds to the marketing communication literature, especially in the context of eWOM. The study also validates ELM theory in explaining the attitude that shapes the halal cosmetics purchase intention, thus the current study enriches the ELM literature.,The current study offers several implications for halal cosmetics marketers. It offers various suggestions to them on how to capitalize on eWOM as it influences Indian Muslim women’s purchasing intention for halal cosmetics by shaping their attitude towards such cosmetics favourably.,With reference to halal cosmetics, the current study offers a new perspective by examining the purchasing intention for such cosmetics based on various drivers of eWOM. The attitude towards halal cosmetics as a mediator has helped in better explaining the purchase intention for halal cosmetics.

5 citations


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Journal ArticleDOI
06 Sep 2022-PLOS ONE
TL;DR: In this article , the authors explored eWOM information's impact on social media users' purchase intention by applying the information adoption model (IAM) and the technology acceptance model (TAM).
Abstract: The maturity and growth of social media have empowered online customers to generate electronic word of mouth (eWOM), on various online websites and platforms, which may influence an individual’s decision-making process. This paper explores eWOM information’s impact on social media users’ purchase intention by applying the information adoption model (IAM) and the technology acceptance model (TAM). PLS-SEM (SmartPLS V.3.3) has been utilized to test the hypotheses using data of 432 respondents. The research findings evinced that eWOM information quality, credibility, usefulness, and ease of use have been critical in determining online consumers’ intention to adopt eWOM and form purchase behavior on social media. The study’s outcomes offer the marketing managers a viewpoint to realize the significance of the effect of eWOM information on online purchase intention among social media users. Furthermore, the study findings will also enlighten marketing and business managers to utilize social media websites by gauging consumer behavior and focusing on characteristics of eWOM information on social media for better consumer insights.

8 citations

Journal ArticleDOI
TL;DR: In this article , a study was conducted to identify factors influencing the continuance of use of non-halal certified cosmetics among Muslim university students in Malaysia, which revealed that celebrity endorsement positively influences attitude and brand image.
Abstract: Purpose The purpose of the study is to identify factors influencing the continuance of use of non-halal certified cosmetics among Muslim university students in Malaysia. Design/methodology/approach The research framework was developed based on the stimulus–organism–response model. Self-administered questionnaires were distributed using a purposive sampling method among Muslim students in three universities in Malaysia. A total of 501 usable data were collected and analysed using Smart partial least squares. Findings The analysis revealed that celebrity endorsement positively influences attitude and brand image. Meanwhile, brand image has a positive effect on attitude and continuance of use of non-halal certified cosmetics. Additionally, attitude has a positive effect on the continuance of use behaviour. Regarding predictive power enhancement, brand image and attitude were found to have a mediation effect and sequential mediation effect on the relationship between celebrity endorsement and the continuance of use behaviour. Attitude weakens the relationship between attitude and the continuance of use of non-halal cosmetics among Muslim university students in Malaysia. Practical implications Findings will primarily benefit halal and non-halal cosmetic manufacturers providing stakeholders with fundamental predicting information related to customers’ continuance of use thus resulting in better marketing strategies. Originality/value This study is focused on predicting consumer behaviour towards halal products, as well as young Muslim consumers’ perspective towards non-halal cosmetics. Celebrity endorsement is introduced as a stimulus in the context of Muslim university students to predict their continuance of use behaviour of non-halal certified cosmetics. The investigation includes the moderating effect of religiosity for the relationship between attitude and continuance behaviour. Findings reveal the mediating effects of brand image and attitude as a mediator and sequential mediator for the relationship between celebrity endorsement and continuance of use behaviour. Contributions enrich the literature related to non-halal certified contexts.

2 citations

Journal ArticleDOI
TL;DR: The global halal cosmetics market is projected to grow during the forecast period as discussed by the authors , however, the factors that influenced consumers in the world to opt for Halal cosmetics remain ambiguous.
Abstract: The global halal cosmetics market is projected to grow during the forecast period. However, the factors that influenced consumers in the world to opt for halal cosmetics remain ambiguous.

2 citations

Journal ArticleDOI
25 May 2022
TL;DR: In this article , the authors examined the effects of in-game advertisement congruity, interactivity and intrusiveness on gamers' attitude towards advertising and purchase intention towards advertised brands based on the stimulus-organism response (SOR) model.
Abstract: Purpose This study aims to examine the effects of in-game advertisement congruity, interactivity and intrusiveness on gamers’ attitude towards advertising and purchase intention towards advertised brands based on the stimulus-organism-response (SOR) model. Design/methodology/approach This study uses a structured online questionnaire to collect the data from 311 gamers aged between 18 and 35 years. This study examines mediation using bootstrapping. Findings This study authenticates the appropriateness of the SOR model in predicting the advertised brand purchase intentions. The results of this study indicated that attitude has a significant mediating role in the relationship of advertisement congruity, interactivity and intrusiveness with advertised brand purchase intentions. The results further revealed that this mediation was partial for all three relationships. Practical implications The outcomes of the study are expected to benefit researchers and scholars to identify future research directions and thereby extend current know-how on gamification in general and in-game advertising in particular. The study findings will hold significance for marketers, advertisers and media planners too. By bringing out specific allied issues connected with in-game advertising, this study will help these stakeholders to plan their marketing campaigns in an efficient manner leading to higher traction and return on investment. Originality/value This study provides a new perspective to comprehend the purchase intention of gamers for brands advertised in online games through mediation by applying the underpinnings of the SOR model.

2 citations

Journal ArticleDOI
TL;DR: In this article , the authors investigated how in the stress and tension resulted in the second stage of COVID-19, stimuli like perceived risk, perceived scarcity and social influence affect the judgement of consumers for perceived benefits of stockpiling, which in turn motivate them to stockpile.
Abstract: Stockpiling emerged as a common feature during the second wave of COVID-19 as people rushed to markets to stock up everything from packaged foods such as biscuits, noodles, packaged rice and edible oils, to hygiene and sanitizing products, to medicines and oxygen cylinders, the list is endless. Accordingly, it becomes imperative to investigate this stockpiling behaviour to get better insights into the phenomenon and to provide implications for both marketers as well as the government. Based on the Stimulus–Organism–Response (SOR) model, this study aims to investigate how in the stress and tension resulted in the second stage of COVID-19, stimuli like perceived risk, perceived scarcity and social influence affect the judgement of consumers for perceived benefits of stockpiling, which in turn motivate them to stockpile. Additionally, the study examines the mediating effect of perceived benefits. The proposed model is tested and validated using structural equation modelling and bootstrapping based on 309 responses collected from Indian consumers who were involved in stockpiling during the second stage of COVID-19.