Do CRM dimensions improve Hotels occupancy rates? Evidence from the Moroccan Hospitality Sector

Butt

Fathani

et al. 2022

BFJ

PurposeInstagram health and wellbeing influencers (HWIs) have been increasingly considered as important sources of information and advice for their followers. This study aims to investigate the key antecedents of followers' attitude towards HWIs as well as their influence on their followers' intent to purchase organic products. The moderating effect of gender is also taken into account.Design/methodology/approachBased on data collected from 251 Instagram HWIs followers, the authors empirically tested the conceptual model using structural equation modeling.FindingsFirst, the authors demonstrate that attitude towards HWIs positively impacts followers' attitude towards the promoted brands as well as their intention to purchase organic food brands. Second, followers' attitude towards HWIs is mainly influenced by perceived congruence, influencer credibility, and physical attractiveness. Finally, gender acts as a moderator, e.g. attitude towards HWIs is more likely to be influenced by perceived congruence and physical attractiveness among female followers.Practical implicationsThe findings allow organic brands' managers to understand the key antecedents of followers' attitudes toward HWIs, and therefore, better select talented influencers who are able to create purchase intentions among both existing and potential customers.Originality/valueThis original research bridges a gap pertaining to the potential use of HWIs to shape consumer intention to purchase organic products. To the authors' knowledge, this study is the first of its kind to investigate the impact of attitudes toward influencers on both brand attitude and purchase intention in the organic food industry.

Section: Conceptual Framework: Model and Research Hypotheses 31 Conce...mentioning

confidence: 99%

Section: Conceptual Framework: Model and Research Hypothesesmentioning

confidence: 99%

Organic food and Instagram health and wellbeing influencers: an emerging country's perspective with gender as a moderator

Butt

Fathani

et al. 2022

BFJ

“…With an economy that is mainly based on agriculture and tourism (Chetioui et al, 2017a(Chetioui et al, , 2017bDriouchi et al, 2011;Farooq and Chetioui, 2012), Morocco was substantially affected by the COVID-19 crisis. The pandemic not only influenced the economy, but also a great part of Moroccan households as it led to a widespread job and income losses, especially in the informal sector where large numbers of workers have lost their jobs (HCP, 2020; Lebdaoui and Chetioui, 2021).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

COVID-19 cause-related campaigns and consumers’ purchase intention: does religiosity matter?

Lebdaoui

2021

JIMA

Purpose This paper aims to propose and test a theoretical framework in which attitude towards COVID-19 cause-related campaigns mediates the effects of identification with the cause, donation size, emotional arousal and subjective norms on consumer purchase intention. The authors also explore the moderating effect of religiosity in an emerging nation marked by the dominance of the Islamic doctrine. Design/methodology/approach Survey data from a sample of 561 consumers from Morocco were analyzed to test the hypotheses using structural equation modeling. Findings First, attitude toward COVID-19 cause-related campaigns has a significant effect on consumer purchase intention; at the same time, it is influenced by identification with the cause, donation size, emotional arousal and subjective norms. Second, the results confirm the mediating effect of attitude toward COVID-19 cause-related campaigns, e.g. higher emotional arousal triggers positive attitude towards COVID-19 cause campaigns, which shapes consumer purchase intention. Third, Islamic religiosity acts as a moderator, e.g. individuals who feel themselves as highly religious are more likely to develop favorable attitude towards cause brands and therefore form stronger purchase intentions when exposed to COVID-19 cause campaigns. Practical implications The findings of this research suggest a number of practical and social implications for both academics and practitioners. Successful cause-related marketing (CrM) campaigns should include facets inducing emotional arousal, superior donation size, identification with the cause and subjective norms, which, in turn, enhances consumers’ attitude toward the campaign, their attitude towards the brand and purchase intentions. Practitioners interested in expanding into majority-Muslim markets should also consider the use of faith-based messages and religious morals when planning CrM campaigns. Originality/value While preliminary studies have already attempted to provide knowledge about the impact of COVID-19 on individuals’ health and well-being, potential effects on consumers’ decisions and behavior have not been considered much and are yet to be empirically investigated. This original research is among the first to provide insights about the potential use of COVID-19 cause to shape consumer purchase intention and behavior. This will strengthen our cross-cultural appreciation of the disparities in consumer perception of CrM among Muslim and non-Muslim communities.

“…They were asked to assess to which degree they agreed with statements that were presented to them regarding the variables using a five-point Likert scale going from 1 for strongly disagree to 5 for strongly agree. We also adopted the back-translation method (Chetioui et al , 2017; Driouchi et al , 2011; Lebdaoui and Chetioui, 2021) to translate the items from English to French. Appendix summarizes the constructs, definitions, sources, respective items and factor loadings.…”

Section: Methodsmentioning

confidence: 99%

An investigation of the nexus between online impulsive buying and cognitive dissonance among Gen Z shoppers: Are female shoppers different?

Bouzidi

2023

Purpose Though online impulsive buying emerged mostly in Western cultures, it has been widely expanded as a key pattern among online customers in emerging markets. Interestingly, while few studies suggest that engaging in unplanned purchase actions (i.e. impulsive buying) is not always associated with negative emotions among customers (i.e. postpurchase cognitive dissonance), others suggest that impulsive buying is directly associated with cognitive dissonance. This paper aims to investigate and understand the key antecedents of online impulsive buying among Moroccan Gen Z consumers, and how it contributes to postpurchase dissonance. The authors also try to gain deeper insights by investigating the disparities between males and females using mutigroup analysis. Design/methodology/approach Based on data collected from 333 Moroccan Gen Zers, the hypothesized model was empirically tested using a partial least squares estimation. Findings First, the results confirm that impulsive buying is positively associated with postpurchase dissonance. Second, while hedonic shopping motivation, fear of missing out and materialism were found to significantly impact online impulsive buying, price value and online reviews had no significant effect on online impulsive purchases. The importance–performance matrix also suggests that the fear of missing out is the most important factor leading to online impulsive buying, followed by hedonic shopping motivation and materialism. Finally, the results confirm that female shoppers are more likely to engage in impulsive buying behavior, and this was mainly due to higher fear of missing out, hedonic shopping motivation and materialism. Practical implications First, the study findings can help online merchants to construct well-designed online shopping platforms and effective e-marketing tactics to stimulate purchase intentions among Gen Z shoppers. Online merchants should also attempt to reduce the negative feelings associated with unplanned buying behavior by introducing additional incentives, effective consumer interactivity and flexible return policies. This would help online suppliers in retaining customers and transforming impulse purchases into more recurrent ones. Second, online retailers should take into consideration the differences between male and female consumers by appealing to the role of gender in purchase situations when marketing their products and services. Finally, the findings offer interesting implications to society by allowing online shoppers to make well-informed purchase decisions without being influenced by personal and products’ traits. Originality/value While prior research assessed the investigated constructs in separate models, the study suggests an integrated framework that incorporates different determinants of online impulsive shopping as well as its impact on postpurchase cognitive dissonance. Additionally, the authors explored the moderating effect of gender to gain deeper insights with regard to the disparities between males and females while engaging in online impulsive buying. To the best of the authors’ knowledge, this study is the first of its kind to investigate the antecedents of online impulsive buying among Gen Z consumers in Arab countries and Africa.