Innovative Marketing

Journal Information
ISSN / EISSN : 1814-2427 / 1816-6326
Published by: LLC CPC Business Perspectives (10.21511)
Total articles ≅ 193
Current Coverage

Latest articles in this journal

Vinish P, Prakash Pinto,
Innovative Marketing, Volume 18, pp 1-11;

Waiting involves both cognition and emotions. It has a bearing on the overall perception of retail service quality. The advancement in retailing has triggered scholarly conversations on the psychological impact of waiting at the retail checkout. Prior studies confirm customers being deeply involved in the passage of time and time estimation during the entire waiting period. This study investigates the customer idle time and its implication on emotional discomfort resulting from crowding stress. The study employed confirmatory sampling wherein specific sample elements are chosen since they are the key respondents to confirm hypotheses being tested. Accordingly, 385 respondents (shoppers) visiting the leading organized retailers located in major localities in Bengaluru were approached. The responses were analyzed using a Chi-squared test and Pearson correlation. The outcome reveals that irrespective of age and gender, customers visiting the offline retail outlets experience emotional discomfort. The young customers aged 18-30 dislike waiting in the queue at the checkout compared to older customers. In contrast, gender did not affect the inclination to wait. The idleness during the checkout waits causes emotional discomfort on most occasions. The findings supplement the growing research in psychology on the actual and perceived consumption of time, focusing on idleness. The study concludes that customers desire to avert an unproductive use of time, thus lowering their emotional discomfort.
Hai Ninh Nguyen, Manh Dung Tran
Innovative Marketing, Volume 18, pp 12-22;

The goal of this study is to ascertain the critical elements affecting public acceptance and readiness to advocate electronic government services in Vietnam. An online survey was conducted among Vietnamese citizens. The chosen respondents had experience with e-government services. The analysis was utilized with the data gathered from 316 clean and legitimate responses. PLS-SEM analytic techniques and the SmartPLS program were adopted to execute analyzing processes. The findings indicate that three essential factors influenced the adoption of e-government services: (i) perceived service value, (ii) citizen e-empowerment, and (iii) fear of Covid-19. The perceived value of services, fear of Covid-19, and acceptance of e-government services all have a beneficial effect on citizen intention to recommend e-public services. This study suggested three practical implications: (a) leveraging the challenges of Covid-19 pandemic is to promote e-government services; (b) enhancing public service quality and informational quality is critical and vital to adopting e-government services, and (c) promoting citizen e-empowerment, outcomes, values, self-responsibility, and working procedures of e-public services to all citizens is necessary.
Fedir Zhuravka, Rostislav Botvinov, Marharyta Parshyna, Tetiana Makarenko,
Published: 29 December 2021
Innovative Marketing, Volume 17, pp 146-158;

Hostilities in eastern Ukraine have highlighted the need for accelerated transformation of Ukrainian armed forces and strengthening country’s defense capabilities. Ukraine is an active consumer and exporter of weapons, so it needs to improve constantly its position in the international arms market, which, by the way, unlike most markets suffering from the COVID-19 pandemic, is constantly growing. The study aims to assess the prospects of Ukraine’s integration into the world arms market to secure its armed forces and achieve the highest possible level of arms exports. Methods of comparative analysis and integrated approach were used in the study. The obtained results demonstrated that Ukrainian arms export has fallen dramatically in recent years (from 1501 million USD in 2012 to 115 million USD in 2020); the largest importers were China (36% of Ukraine’s total arms exports), Russia (20%), and Thailand (17%). The main explanation for this is the necessity of transition to more technological weapons. Concerning weapon imports, Turkey, the USA, Great Britain, Poland, and Bulgaria became the main suppliers. It is about ammunition, electronics, including electronic warfare stations, means of communication, sniper rifles, grenade launchers, etc. The study substantiated that Ukraine should implement joint projects with other countries to fully develop its high-tech weapons in accordance with the latest military technologies.
Lichen Niu, , Junmin Chen, Zetao Hu
Published: 24 December 2021
Innovative Marketing, Volume 17, pp 132-145;

With the continuous improvement of China’s market economy and the intensification of global integration trends, the relationship between the supply and demand of China’s agricultural products has also undergone significant changes. From the previous short supply to the current oversupply, the sales of agricultural products have become a key factor restricting the development of the Chinese rural economy. Solving the problem of agricultural sales has become the internal driving force to promote the steady development of family farms, which is also the fundamental purpose of this paper. Therefore, this paper makes an empirical analysis of the factors influencing the choice of agricultural products’ sales channels among 170 family farms in Henan Province using a logistic regression model. The results show that selling agricultural products from family farms to consumers, enterprises, and large sales households are the main sales channels, accounting for 17.3%, 15.3%, and 15.2% respectively. The proportion of Internet sales ranks seventh among the eight channels, which has not been widely recognized. The regression results and assumptions are verified. The brand and certification of family farms’ agricultural products, business form of a farm, and understanding of the Internet have a significant impact on the choice of sales channels. According to the weight of influencing factors, the paper puts forward four suggestions for the selection and innovation in sales channels of family farms’ agricultural products. AcknowledgmentThis study is funded by The National Social Science Fund of China (grant no: 19BJ1Y144).
Long Kim, Pattarawadee Maijan, Teerasak Jindabot, Wanamina Bostan Ali
Published: 21 December 2021
Innovative Marketing, Volume 17, pp 120-131;

This paper examined the impact of product quality, perceived risk, and perceived value on customer trust in the latex glove industry of Thailand. It used a structural equation model (SEM) to analyze the association between two or more variables. Data collection was conducted in Thailand during the pandemic of COVID-19. Five hundred people looking for glove protection were invited to join the survey; however, only 384 provided responses were valid enough for the data analysis. According to the empirical results of this study, product quality demonstrated significant and positive impacts on perceived value and trust. In addition, perceived value acted not only as a significant and positive predictor of customer trust but also as a partial mediator between product quality and customer trust. On the other hand, the current results demonstrated that perceived risk had little impact on perceived value and trust, while product quality was the primary benefit for increasing perceived value and trust among customers. Thus, ambiguity among customers was unlikely to demonstrate any serious concern for customer value and trust. Overall, customer trust relied significantly on perceived value through increased product quality. AcknowledgmentThis study was supported by Internal Research Grant Funding of Academic year 2021, Hatyai University and Postdoctoral Fellowship, Prince of Songkla University.
Boitumelo Vincent Molelekeng, Hilda Bongazana Dondolo
Published: 14 December 2021
Innovative Marketing, Volume 17, pp 111-119;

Celebrity endorsement is the most used strategy since consumers value celebrities in advertisements. Organizations invest in celebrity endorsements in the expectation that they will enhance consumer perception of a product or service, evoke favorable attitudes toward a brand, influence purchase intentions, and eventually increase sales and profits through increased consumer preference for a product, brand, or service. This paper examines the effect of endorser characteristics on purchasing intentions in South Africa. The survey sampled South Africans residing in Gauteng Province. The Qualtrics questionnaire was completed by 145 respondents ranging in age from 18 to 55 and living in various areas of Gauteng Province. Given the research objective, the paper analyzed only responses from participants who stated that they had been exposed to celebrity-related adverts. The findings show that these respondents saw advertisements featuring celebrities. To evaluate the hypotheses, regression analysis was performed. The results reveal that consumer behavior, such as purchase intention, is influenced by attractiveness (β = .271; p < 0.05) and attitudes (β = .520; p < 0.05). However, in this study, expertise (β = .089; p > 0.05) and trustworthiness (β = –.095; p > 0.05) were not related to purchase intentions. Understanding celebrity endorser’s attributes can help organizations determine the most successful marketing strategies for attracting new customers and maintaining existing ones.
Published: 13 December 2021
Innovative Marketing, Volume 17, pp 103-110;

Mobile payments are developing at a rapid pace in the modern world, affecting most areas of business, economics, and consumer life. Mobile payment services in Kazakhstan have emerged recently driven mostly by young and tech-savvy consumers. The current study applies the modified Technology Adoption Model to investigate the factors that influence the usage of mobile payments by young consumers in Kazakhstan. The data were collected from 351 respondents through an online survey using a structured questionnaire. The results of the multiple regression analysis revealed that perceived usefulness, perceived ease of use, transaction security, and trust are important determinants of mobile payment usage intention. These findings call for improvements in the technological development of mobile payment services to deliver usefulness, ease of use, and security, as well as marketing communications to build trust. On the other hand, no support was found for the effects of usage cost and availability of alternatives on behavioral intention to use mobile payments in Kazakhstan.
Geoffrey Tanakinjal, Alesia Gugkang, Haji Rithuan
Published: 18 November 2021
Innovative Marketing, Volume 17, pp 88-102;

In response to global calls for environmental awareness, the Malaysian government enforced restrictions on plastic usage in the Malaysian foodservice industry in 2020. Despite the efforts of public awareness campaigns championing the detrimental effects of traditional plastic usage, the impact of measures taken by food traders remains inadequate. The paper seeks to explore the relationship between subjective norms, perceived behavioral control, attitude, and the intention to use biodegradable straws among food traders. Purposive sampling method, the Structural Equation Model (SEM), and Partial Least Squares (PLS) tools were employed. The sample included 270 respondents. The result found a significant correlation between the four variables, i.e., subjective norms, perceived behavioral control, attitude, and intention to use. Hence, results obtained indicate that conscientious consumers have a significant influence on businesses in their quest to reduce their overall impact on the surrounding environment. Consequently, their socially responsible decisions, i.e., initiatives of using biodegradable products, have advocated mindful consumerism and encouraged positive purchasing behaviors. The results predict increasing demands as an outcome of this accumulated synergy, and this in turn provides more opportunities for food traders and their associated counterparts. The contributions of this study extend toward both theoretical and practical knowledge: (a) better understanding of consumer attitude and how it influences purchase intention, and (b) government regulation and enforcement towards environmental awareness and activities associated with global contributions.
Hai Ninh Nguyen, Thanh Binh Nguyen
Published: 11 November 2021
Innovative Marketing, Volume 17, pp 75-87;

The current study develops a research model and explores the correlation between customer sense of online betrayal, brand hate, and anti-brand activism. The outrage customers’ anti-brand behaviors consist of negative online word of mouth, online public complaining, and online boycott. Data from an online survey of 383 online shoppers were used to test seven proposed hypotheses. The partial least square–structural equation modeling (PLS-SEM) was adopted to assess the measurement and structural model. The findings showed that the sense of online betrayal positively and significantly affects brand hate and anti-brand behaviors. In addition, brand hate is also the leading cause of customers’ anti-brand actions. The present study highlights the mediation role of brand hate in eliciting revenge from consumers subjected to online betrayal. This study also gives some recommendations to customers to stop the misconduct behaviors of online betrayals, such as spreading their betrayal cases to friends and relatives via social media, then asking for supports and help from governmental and legal agencies and participating in boycotts; raising boycott movements against the betraying brand should be considered as the most extreme punishment.
Rati Dhillon, Bhawna Agarwal,
Innovative Marketing, Volume 17, pp 62-74;

The growth of consumerism in the luxury cosmetic industry in India is backed by the ability and willingness of the consumers to spend money, internet penetration, awareness, and consciousness of luxury cosmetics from exposure to beauty brands. Among other methods of marketing, the adoption of experiential marketing is gaining ground. It is specifically relevant in the cosmetic industry as it creates behavioral experience, brand experience, and brand engagement for appealing to the affective, sensory, and intellectual aspects of the consumers. The study examines the impact of experiential marketing on consumer satisfaction while identifying its importance in the industry. With the help of a close-ended questionnaire, a survey was conducted to examine the perception of 820 consumers of luxury cosmetics in India. SEM analysis was conducted to examine the impact of experiential marketing on consumer satisfaction using SPSS AMOS software. Herein, experiential marketing is represented by five components i.e. relate, feel, think, act, and sense while customer satisfaction by three components i.e. overall service quality, individual experience, and service quality, and perceived expectation-actual performance. The findings of the study revealed the presence of a positive impact.
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