International Journal of Marketing Studies

Journal Information
ISSN / EISSN : 1918-719X / 1918-7203
Current Publisher: Canadian Center of Science and Education (10.5539)
Total articles ≅ 822
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Latest articles in this journal

Mandy Mok Kim Man, Ricky Cai Qian Qiu
International Journal of Marketing Studies, Volume 13; doi:10.5539/ijms.v13n1p14

Since a couple of years ago, the development of shopping malls is booming in the Klang Valley-Kuala Lumpur area in Malaysia. Motivating consumers for frequent visits to shopping complexes is imperative in order to run a successful shopping mall in such a competitive retail environment like the Klang Valley-Kuala Lumpur with over 100 shopping plazas. Getting knowledge of the elements attracting consumers to visit a shopping mall and make purchases is of greatest importance in order to achieve high profit return and increase economic growth and development of a nation. The objective of this research paper is to study the factors influencing the consumers’ buying behaviours in the shopping malls. The environmental related factors (building structure, atmosphere, sounds and music and fragrance and smell), services related factors (personal services, price, advertising and promotion), administrative related factors (tenant mix, anchor tenant, entertainments) as well as transportation and location related factors (parking, location, accessibility) were identified as independent variables and consumer’s buying behaviour within the malls as a dependent variable. A research framework was developed based on a thorough literature review. There were 200 responses collected from consumers in four shopping malls in Klang Valley-Kuala Lumpur area. Correlation and multiple regression analyses were carried out using the SPSS software package to obtain the results. The results of this research indicate that environmental, transportation and location related factors have significant impact on consumers’ buying behaviours in the shopping malls. The results congruent with previous studies by Brengman et al. (2012) and Grimmer et al. (2016) that indicated that environmental related factors have positive effects on consumers’ purchase behaviours. Additionally, this study also found that transportation and location related factors have significant relationship with consumers’ purchase behaviours as mentioned by Saber et al. (2017) and Samiran et al. (2015). The findings can be adopted by the shopping malls’ managers to improve overall shopping malls’ performance as well as by mall developers to evaluate the mall site’s location and construction designs. For academicians, this study could be used as a ground work for further exploration of the possibilities to influence consumers’ purchase behaviours through different marketing strategies to increase sales and profits.
Sarah Frankel, Michelle Childs, Youn-Kyung Kim
International Journal of Marketing Studies, Volume 13; doi:10.5539/ijms.v13n1p1

Alternative hedonism is an unconventional form of consumerism that offers a middle-ground consumption practice between sustainability and hedonism. Based on a review of the literature, we identified three major themes of alternative hedonism: seeking pleasure from consuming differently, civic responsibility, and voluntary simplicity. This study is designed to determine whether tattoo coverage (none, light, or heavy) and community type (urban, suburban, or rural) have main and interaction effects on alternative hedonism practices such as community engagement, green consumption, shopping small, and holistic wellness. We collected data via online survey from 168 lightly tattooed, 213 heavily tattooed, and 185 non-tattooed individuals. We discuss implications of our findings for both scholars and practitioners.
Alyssa Sun
International Journal of Marketing Studies, Volume 12; doi:10.5539/ijms.v12n4p104

Reviewer acknowledgements for International Journal of Marketing Studies, Vol. 12, No. 4, 2020.
Abbas N. Albarq
International Journal of Marketing Studies, Volume 12; doi:10.5539/ijms.v12n4p93

This study aims to investigate the influence of some critical factors (store/brand perceptions, and trust in the webstore) on online repurchase intention. A pre-validated questionnaire was distributed to a convenience sample with response rate of 95.2% (n = 684) web-store buyers that were examined for assessing the research model. Primary data were collected during the period between December 2019 and February 2020, from respondents in Amman the capital of Jordan. Using AMOS 22.0 software, the collected data were analysed with structural equation modelling (SEM). Confirmatory factory analysis (CFA) was used to estimate the measurement model with respect to convergent and discriminant validities. This was followed by testing the structural model framework and research hypotheses. The results showed that retailers are able to increase trust in the web-store by carrying strong brands, and reap a number of benefits including image enhancement and pre-established demand, it has been found that the store as a brand could turn out to be as important that make it easier for customers to build trust, constituting a strong antecedent of behavioural intentions where behavioural intentions can lead to repurchase patterns. Unlike extant research, this study makes a novel contribution—to adduce evidence as per which both trust and intentions can have impact repurchase as far as web-stores are concerned. The relevancy can be explained with the fact that prior models were only found to have purchase intentions as the final dependent variable.
Mickey M. Kislev, Shira Kislev
International Journal of Marketing Studies, Volume 12; doi:10.5539/ijms.v12n4p63

The study analyzes the diffusion of electronic cigarettes as an innovation, as well as how industry, society, and the individual affect its market dynamics. The study is based on five surveys conducted during the years 2017-2019, and including participants of all ages (age 12 to 80 and beyond). The article describes indicators for evaluating the sustainability of a really-new product like electronic cigarettes, following the market trajectory of this product as it sets its dominant design and shapes the use-system for the product type from now onward. This process has two phases: trial and adoption. The probability of each nicotine product type’s adoption is different, depending on the prevalence of trials of that product among the population. The results of e-cigarette trials and additional indicators reveal the point (critical mass-point) where social influence outweighs rational evaluation by the individual regarding nicotine products. By using triers’ prevalence as the indicator for measuring an entry of really-new product into the market, the authors could identify the sustainability of that really-new product at a much early phase. Therefore, the prevalence of triers can be used as a predictor for the diffusion rate of an innovative product in a certain population and should be measured. The authors also propose a regression model that estimates the prevalence of triers based on the extent of users in the population.
Yifei Chen, Feiyan Lu, Siyu Zheng
International Journal of Marketing Studies, Volume 12; doi:10.5539/ijms.v12n4p48

The year 2019 witnessed an exponential growth of the e-commerce live streaming industry. Notably, competitions among live streamers have become increasingly fierce as more newcomers are marching in. To survive and thrive in the cut-throat market competitions, it is key for them to increase consumers’ repeat purchase rate and win customer loyalty. This study uses empirical research methods to probe into the influence of e-commerce live streaming on consumer repurchase intentions. According to this study, perceived entertainment and perceived similarity have a positive impact on consumer repurchase intentions, and this relationship is partially mediated by consumer satisfaction. In addition, perceived product quality, perceived interactivity, and perceived professionalism have a positive and indirect effect on consumer repurchase intentions, and this relationship is fully mediated by consumer satisfaction.
Songbai Liu, Lu Guan
International Journal of Marketing Studies, Volume 12; doi:10.5539/ijms.v12n4p43

Social networking has been increasingly used by both individual and organization in the workplace. This paper addresses gaps in the current literature and tries to demonstrate the negative impacts and consequences of social networking. Qualitative study is applied in this study, including the conduction of user survey, interviews and case studies, which are conducted in the context of China. The article reports on work in progress on the research. The early findings highlight that despite the benefits generated by social networking, issues are also obvious, including such as data security, privacy protection, work-life imbalance, increased work pressure and stress, boundary and role ambiguity. Such findings contribute to organizational policy making and generating modern management practice in the context of information society.
International Journal of Marketing Studies, Volume 12; doi:10.5539/ijms.v12n4p30

Recently various brands have been promoting their products through social issues that consumers are engaging with, by moving from social corporate responsibility to leadership and harnessing the brands' power to inspire social and environmental problems and change. Whether brands are creating social leadership campaigns to raise profit margins, or because they simply care about the issues they discuss, several brands have been playing this role through their campaigns, as seen for example with brands like Nike, Under Armor, Gillette, and Uber. This paper follows the qualitative methodology by proposing an analytical study of the advertising messages and concepts through a case study of Nike advertising promoting their products through social leadership campaigns, and an analysis which aims to measure the impact of these campaigns on brand image, profit margins, and the means the social causes are being perceived by the consumers.
Mustapha Iddrisu, Akolaa Andrews Adugudaa, Albert Martins
International Journal of Marketing Studies, Volume 12; doi:10.5539/ijms.v12n4p14

The advancement in technology is influencing the ways in which organizations conduct business and marketing activities. Mobile Marketing has become one of the most widespread media to communicate with potential and existing customers mainly in the form of text advertisements through the internet. This study is aimed at finding out the receiving and action-oriented attitudes of the youth towards mobile marketing, particularly the rate at which the youth use mobile marketing to determine the propensity to be influenced in their actions. The study also investigated the factors affecting consumer attitudes and their relationship with mobile marketing. The study employed descriptive and exploratory research methodology design and the data were collected using a structured questionnaire. Four hundred (400) questionnaires were administered to young people between the ages of 18 and 35 years in Accra and Three hundred and fifty 350 were used. We found a high rate of youth’s preference for mobile marketing messages and a relationship between youth attitude and mobile marketing messages and/or the youth’s attitude being influenced by mobile marketing messages. Finally, it revealed that there is a relationship between the youth’s receiving and action-oriented attitude and consumer factors that influence the use of mobile marketing.
M. J. Alhabeeb
International Journal of Marketing Studies, Volume 12; doi:10.5539/ijms.v12n4p1

This study exposes the meaning and role of the Capital Asset Pricing Model (CAPM) and lays out the key elements that make it work. It shows the model’s theoretical strength and examines its applicability and validity as a technical tool to measure the expected return to the investment in stock, along with assessing the market risk associated with that investment.
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