Online Video Advertisements' Effect on Purchase Intention

Jain, Geetika; Rakesh, Sapna; Chaturvedi, Kostubh Raman

doi:10.4018/978-1-5225-7116-2.ch025

Cited by 4 publications

(12 citation statements)

References 27 publications

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“…The current study is an effort to determine the model fit between conceptual framework and TAM. Though there have been different previous studies where the model fit methods have been used to understand the adaptation of proven theoretical model in the current business scenario (Jain et al, 2018a;Jain et al, 2018b). With the advent of technology, it has been observed that technology is changing spontaneously in the current business scenario.…”

Section: Model Testingmentioning

confidence: 99%

Blockchain in logistics industry: in fizz customer trust or not

Jain

Singh

Chaturvedi³

et al. 2020

JEIM

Self Cite

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PurposeThe study is an attempt to explore much talked but less understood issue of “blockchain in logistics industry” in modern perspective. The customers' acceptance of blockchain technology in logistics and supply chain is tested through “Technology Acceptance Model” by using attitude, perceived usefulness (PU), perceived ease of use (PEOU), behavioral intention and use behavior.Design/methodology/approachData has been collected through online and offline medium, where active 240 responses have been collected finally using convenience sampling. Confirmatory factor analysis with structural equation modeling (SEM) was carried out for data analysis.FindingsThe customers' acceptance of blockchain technology in logistics and supply chain is tested through “Technology Acceptance Model.” The findings reveal model fit where PEOU, PU and attitude are the major constructs of the model to realize the substantial gains in logistics process efficiency.Research limitations/implicationsConvenience sampling has been considered for the study to collect the data of online users of various technology applications for tracking and shipment detail, whereas a more specified method sampling can be considered for the future research. The study has been conducted in the Indian context, which has been considered as the limitation pertaining to generalization across countries and industries.Practical implicationsThe findings of this study will be helpful for market practitioners to build transparency between customers and industry to overcome the frictions in logistics. Blockchain will help in monitoring the performance history and previous commitments of logistics professionals resulting in selecting a responsible logistics solution provider. Access to critical data by the authorized member of the supply chain will reduce unsubstantiated disputes.Social implicationsBlockchain technology will be available to everyone on the network. This will bring transparency and help logistics professionals such as carriers, shippers and brokers to detect early frauds and prevent thefts. It will increase customer trust toward any financial transaction for tracking the ownership of titles.Originality/valueBlockchain technology is envisioned to be a technology that could be a game-changer for decentralizing infrastructure, introducing transparency and building trust in the supply chain. The current study is a novel addition to the literature where blockchain technology enables the indisputable storage of verified data that was previously kept in safeguarded silos.

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Section: Model Testingmentioning

confidence: 99%

Blockchain in logistics industry: in fizz customer trust or not

Jain

Singh

Chaturvedi³

et al. 2020

JEIM

Self Cite

View full text Add to dashboard Cite

show abstract

“…Blockchain technology is creating a huge stir in finance industry and it has ripple effect on other industries as well. So, it’s prevalent to use technology acceptance model in different industries while understanding the acceptance towards web-related technologies and it’s succumb all the parameters to understand the user’s acceptance (Jain et al , 2018; Folkinshteyn and Lennon, 2016; Holden and Karsh, 2010; Chismar and Wiley-Patton, 2003). By considering all the antecedents of technology acceptance models to understand the users’ acceptance and its behavior, there is a profound phenomenon which has been explored to incorporate the concept of acceptance of user towards a new technology.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Though, there have been numerous studies which have happened in the past; but, the current study is trying to find the model fit to understand the adaptation of the new technology in the current scenario which is difficult to handle. There are previous studies which have used the same method of structural equation modeling to find the model fit with the current business scenario (Jain et al , 2018). With the help of “technology acceptance model”, the study tries to find the model fit between theoretical model and conceptual model by using three major construct, i.e.…”

Section: Development Of Conceptual Frameworkmentioning

confidence: 99%

Blockchain technology in corporate governance: disrupting chain reaction or not?

Singh

Jain

Munjal

et al. 2019

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Purpose The purpose of this paper is to determine the stakeholders’ acceptance on blockchain and to investigate the model fit by using “Technology Acceptance Model” with special reference to corporate governance through cryptography to resolve the decades-old problems of financial record-keeping. Design/methodology/approach The whole analysis has been performed in the two steps, i.e. confirmatory factors analysis and structural equation modeling, to prove model fit between behavioral intention and actual behavior for using blockchain technology. Total 223 respondents have been selected, and the selection of the respondent is primarily on the basis of their previous experience with trading corporate equities. Findings The study determines empirically all the mentioned relationships of attitude, perceived ease of use and perceived usefulness with the behavioral intention as per the conceptual model to prove the relationship. The results of the manuscript shows the model fit indexes for various constructs are prove the model fit as per the theorized model. The values of the various indexes are found to be under the permissible range which explains the relationship of various constructs based on the theorized model. Research limitations/implications Despite, the limitations in terms of selection of sampling methods, outcome and the interpretation, the results proves the fit with the theoretical framework. The major implication is to understand the real-time use of blockchain technology for the transfer of shares from one party to other. Practical implications Stakeholders in corporate governance namely customers, creditors, suppliers, community, employees, owners, investors, trade unions and social activists could benefit in different ways. Investors could benefit from being able to purchase equity at low price and to sell them into a market with greater liquidity, but they would found it difficult to camouflage their trades. Social implications The study opines that virtually all aspects of the corporate governance can be improved through the adoption of this technology resulting in greater transparency, improved liquidity and lowering costs. Originality/value This study will be a reference for global players in the financial industry that have started investing in this innovative technology vis-à-vis recent announcement of adoption of blockchain by global exchanges including NASDAQ, NYSE and Deutsche Borse, as a new method for trading, tracking ownership and monitoring systemic risk for strengthening corporate governance mechanism. This study will have a significant index for future reference where the technology adoption will be tested to have better corporate governance which will be useful for academics and professionals.

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“…The value of a music video is assumed in this research to combine the two main aspects: celebrity and music. Considering a matter of an advertisement, a music video can help the brand measure the customer's satisfaction with the ad, which can be further used as a cognitive precursor to attitudes toward advertising (Jain, Rakesh, & Chaturvedi, 2018).…”

Section: Music Video (Mv) Valuementioning

confidence: 99%

“…Online advertising directly influences a consumer's purchase intention (Jain et al, 2018). However, due to the current negative attitude of Vietnamese consumers toward standard online advertisements (Advertising Vietnam, 2022), it is challenging to produce an ad that concurrently ensures well-delivered value and impacts consumers' purchase intention.…”

Section: Consumer's Purchase and Wom Intentionmentioning

confidence: 99%

Influence of music congruity and celebrity image in music video marketing on Vietnamese consumers’ brand-related outcomes

Anh

Tri

2022

HCMCOUJS - SOCIAL SCIENCES

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Although of the potential growth of music video marketing in Vietnam, rare research explores its effectiveness in branding. This study examines the influence of celebrity image and musical congruity in a music video on brand awareness, attitude, purchase intention, Word-of-Mouth intention, and the significance of celebrity and music to a music video value. This study gathered data from an online survey of 327 participants to measure hypotheses and factors established in the research model. The collected data were transferred to SPSS and AMOS software. The findings indicate that music video marketing effectively gains customers’ attitudes toward the brand, significantly impacting their intention to purchase or Word-of-Mouth about it. Notably, music receives more appreciation from participants in more excellent contributions to the value of the whole music video than the celebrity. This research adds to the knowledge of the relationship between brand attitude and brand awareness of Vietnamese consumers in Music Video (MV) marketing. From this work, scholars and marketers can gain better insights into their marketing strategies to create a compelling music video marketing campaign in Vietnam.

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Online Video Advertisements' Effect on Purchase Intention

Cited by 4 publications

References 27 publications

Blockchain in logistics industry: in fizz customer trust or not

Blockchain in logistics industry: in fizz customer trust or not

Blockchain technology in corporate governance: disrupting chain reaction or not?

Influence of music congruity and celebrity image in music video marketing on Vietnamese consumers’ brand-related outcomes

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