Online learning is a powerful option for professional development in various careers, including marketing. However, massive open online courses (MOOCs) tend to face an issue of course dropouts, and this cannot only be attributed to factors like course content or value. Social interactions among students and interest-generating elements of MOOCs are equally important elements of online learning ecosystems. Therefore, this study approaches the problem from the perspective of the social exchange theory with insights into the cognitive evaluation theory to predict the effects of social interactions and gamification rewards on the process of studies. The data from an experiment and a subsequent survey of marketing course participants were used to analyze student satisfaction and dropouts through the lens of the social exchange theory and to see the effects of expected and unexpected gamification rewards. This contributes to the knowledge about factors that influence online course discontinuation, provides managerial and educational insights on dropout reduction, and specifies directions for further studies on the use of gamification elements in MOOCs.
A growing number of studies have examined the concept of e-loyalty and its antecedents over the last years, and it remains a central topic for both marketing academics and practitioners. This study aims to evaluate the level of different types (integrated, attitudinal, behavioural) of loyalty towards an online store and determine if they are moder-ated by the time, country development, and the impact of the scientific journal. The study was based on a systematic analysis of 10 core databases, which generated more than 3,557 articles published during 2000–2020. Using PRISMA steps, 116 articles, whose total number of respondents were around 56,000, were used for meta-analysis. The results of this study confirmed that moderating variables (time, the impact of the scientific journal) were significant: higher loyalty towards an online store was observed in recently published studies, as well as research published in scientific journals with impact factors. Moreover, a significant impact of behavioural loyalty and its dimensions on online store loyalty was revealed. This study deepens the understanding of online customer loyalty, including its conceptualization, measurement, and identifies potential unexplored research gaps in this area.
The paper aims to explore the ways social media use is linked with paranoia, and how they influence buyers’ attitudes and intentions in online shopping, thus shaping overall consumer behaviour. The theoretical analysis suggests that paranoia, being influenced by social media use, plays a noticeable role in the process of online shopping. The main assumption is that paranoia is an antecedent of the attitude towards online purchasing and mediates effects of other factors towards it. This is confirmed with SEM modelling on the basis of empirical data: the analysis provides evidence that paranoia is an important antecedent of the attitude towards purchasing online and mediates relationships between computer competence, cyber-fear, social media use and the attitude towards online shopping. Additionally, a contradictory relation between paranoia and online purchasing intention is observed. Overall, these findings disclose a new important factor in online shopping and outline several new directions for future research.
The issue of trust-based personal data disclosure online remains of high importance both in social networking and online purchasing. Additionally, social networking is linked with a controversial factor of conspiracy beliefs that recently received attention because of Covid-19 pandemic. Conspiracy beliefs trigger activities online, but generate hesitations in regards to rational ideas, requests and procedures. Therefore, it is unclear how they impact rational requests of data disclosure in online shopping. The paper analyses how trust and conspiracy beliefs impact willingness to disclose personal data in social networking and in online shopping. The modelling based on the social exchange theory conceptualizes these two online activities as reciprocal and negotiated types of exchange. The findings based on structural equation modelling show some similarities between the impacts of trust and conspiracy believes in case of social networking, but disclose their radical differences in regards to willingness to disclose personal data in online purchasing.
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