Journal of Contemporary Marketing ScienceTable of Contents for Journal of Contemporary Marketing Science. List of articles from the current issue, including Just Accepted (EarlyCite)https://www.emerald.com/insight/publication/issn/2516-7480/vol/7/iss/1?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestJournal of Contemporary Marketing ScienceEmerald Publishing LimitedJournal of Contemporary Marketing ScienceJournal of Contemporary Marketing Sciencehttps://www.emerald.com/insight/proxy/containerImg?link=/resource/publication/journal/6c530029d13463def4c7ee53a96a301c/urn:emeraldgroup.com:asset:id:binary:jcmars.cover.jpghttps://www.emerald.com/insight/publication/issn/2516-7480/vol/7/iss/1?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestInvestigating online shopping intention and customer participation with risk understanding and evidence available on the site: a study of digikala storehttps://www.emerald.com/insight/content/doi/10.1108/JCMARS-04-2023-0009/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestIn online shopping, there is often a risk due to the inability to check the products. As a result, it can reduce the impact of factors affecting the intention to buy online, which is a significant point in e-commerce. The purpose of this research is to investigate the impact of the evidence and the perceived usefulness of a store site on the existing risk and online participation of customers for online shopping. The statistical population of this research is people who have had the experience of online shopping at the Digikala store. The research method was descriptive-survey and the samples were randomly selected. A questionnaire was also used to collect information. Structural and statistical analysis of the model was done by SmartPLS3 software. In this research, the authors found that the perceived usefulness (benefits of the site) has a favorable effect on the online participation of customers. It can also reduce the risk of online shopping. This research suggests good ways to increase sales to those who have a store site. The present research provides useful findings for those who sell their products online. This research specifically examines the interaction of customers with sellers and can be a help for progress in e-commerce. In this study, perceived risk and participation as mediating variables, information and perceived usefulness on the site as independent variables and online shopping intention a dependent variables. This research was done about Digikala's online store. The results were obtained with the participation of customers in completing the questionnaire. Then the theoretical model and the background of the research are examined and then the hypotheses are evaluated according to the statistical results and finally, the research results and limitations are stated.Investigating online shopping intention and customer participation with risk understanding and evidence available on the site: a study of digikala store
Atousa Noei, Mohammad Akbari
Journal of Contemporary Marketing Science, Vol. 7, No. 1, pp.1-16

In online shopping, there is often a risk due to the inability to check the products. As a result, it can reduce the impact of factors affecting the intention to buy online, which is a significant point in e-commerce. The purpose of this research is to investigate the impact of the evidence and the perceived usefulness of a store site on the existing risk and online participation of customers for online shopping.

The statistical population of this research is people who have had the experience of online shopping at the Digikala store. The research method was descriptive-survey and the samples were randomly selected. A questionnaire was also used to collect information. Structural and statistical analysis of the model was done by SmartPLS3 software.

In this research, the authors found that the perceived usefulness (benefits of the site) has a favorable effect on the online participation of customers. It can also reduce the risk of online shopping. This research suggests good ways to increase sales to those who have a store site. The present research provides useful findings for those who sell their products online.

This research specifically examines the interaction of customers with sellers and can be a help for progress in e-commerce. In this study, perceived risk and participation as mediating variables, information and perceived usefulness on the site as independent variables and online shopping intention a dependent variables. This research was done about Digikala's online store. The results were obtained with the participation of customers in completing the questionnaire. Then the theoretical model and the background of the research are examined and then the hypotheses are evaluated according to the statistical results and finally, the research results and limitations are stated.

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Investigating online shopping intention and customer participation with risk understanding and evidence available on the site: a study of digikala store10.1108/JCMARS-04-2023-0009Journal of Contemporary Marketing Science2023-11-22© 2023 Emerald Publishing LimitedAtousa NoeiMohammad AkbariJournal of Contemporary Marketing Science712023-11-2210.1108/JCMARS-04-2023-0009https://www.emerald.com/insight/content/doi/10.1108/JCMARS-04-2023-0009/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Investigating online shopping behavior of generation Z: an application of theory of consumption valueshttps://www.emerald.com/insight/content/doi/10.1108/JCMARS-03-2023-0005/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe tech savvy generation Z consumers constitute a significant market of online shopping. Understanding their shopping behavior is thus a pressing need to expand the e-commerce business. Under this backdrop, the study aims to predict the online shopping behavior of generation Z customers in Bangladesh. This study used the theory of consumption values (TCV) along with shopping enjoyment to understand the online shopping behavior of generation Z. A structured set of questionnaire was used to gather the responses on a five point Likert scale. A total of 411 valid responses were considered after discarding incomplete responses. The collected data were analyzed using the partial least squares structural equation modeling (PLS-SEM) approach with the help of smart PLS 4.0 software. The statistical findings reveal that functional value is the most significant determinant of online shopping behavior among generation Z followed by social value, conditional value and epistemic value. The study also reveals that relationship between emotional value and online shopping behavior and relationship between conditional value and online shopping behavior is moderated by shopping enjoyment. The paper contributes to the consumer behavior literature as the findings provide a comprehensive model from values perspectives to understand online shopping behavior among Gen Z customers in a developing country like Bangladesh. The findings of this study offer important insights to the marketers also since it reveals the values consumers consider while shopping online. The findings might help practitioners develop their online strategies to expand the business.Investigating online shopping behavior of generation Z: an application of theory of consumption values
S.M. Sohel Rana, Sheikh Mohammad Fauzul Azim, Arifur Rahman Khan Arif, Mohammed Sohel Islam Sohel, Farhana Newaz Priya
Journal of Contemporary Marketing Science, Vol. 7, No. 1, pp.17-37

The tech savvy generation Z consumers constitute a significant market of online shopping. Understanding their shopping behavior is thus a pressing need to expand the e-commerce business. Under this backdrop, the study aims to predict the online shopping behavior of generation Z customers in Bangladesh.

This study used the theory of consumption values (TCV) along with shopping enjoyment to understand the online shopping behavior of generation Z. A structured set of questionnaire was used to gather the responses on a five point Likert scale. A total of 411 valid responses were considered after discarding incomplete responses. The collected data were analyzed using the partial least squares structural equation modeling (PLS-SEM) approach with the help of smart PLS 4.0 software.

The statistical findings reveal that functional value is the most significant determinant of online shopping behavior among generation Z followed by social value, conditional value and epistemic value. The study also reveals that relationship between emotional value and online shopping behavior and relationship between conditional value and online shopping behavior is moderated by shopping enjoyment.

The paper contributes to the consumer behavior literature as the findings provide a comprehensive model from values perspectives to understand online shopping behavior among Gen Z customers in a developing country like Bangladesh. The findings of this study offer important insights to the marketers also since it reveals the values consumers consider while shopping online. The findings might help practitioners develop their online strategies to expand the business.

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Investigating online shopping behavior of generation Z: an application of theory of consumption values10.1108/JCMARS-03-2023-0005Journal of Contemporary Marketing Science2024-01-12© 2023 Emerald Publishing LimitedS.M. Sohel RanaSheikh Mohammad Fauzul AzimArifur Rahman Khan ArifMohammed Sohel Islam SohelFarhana Newaz PriyaJournal of Contemporary Marketing Science712024-01-1210.1108/JCMARS-03-2023-0005https://www.emerald.com/insight/content/doi/10.1108/JCMARS-03-2023-0005/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Are you alright brand equity? Analysis of the top 100 global brands during COVID-19 outbreakshttps://www.emerald.com/insight/content/doi/10.1108/JCMARS-06-2023-0017/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this study is to determine whether COVID-19 had an impact on the brand equity of the Top 100 global brands in the Americas, European and Asian regions over the three years of assessment (2020–2022). A secondary data method (document scanning) was used to gather the study’s data from Brand Finance’s Global 500 annual reports from 2019 to 2022. The data for this study was analysed using the IBM Statistical Package for Social Science (SPSS) Statistics for Windows, Version 26.0. The data were subjected to a descriptive test and one-way analysis of variance. The findings showed that most of the Top 100 global brands from the Americas, Europe and Asia experienced little or no impact due to COVID-19. Thus, no significant differences were found to exist among the Top 100 global regional brands due to COVID-19 in the years 2020 and 2021. However, there is a significant difference in 2022 due to its small effect size. The findings of this paper contribute to brand equity literature and global branding literature in the context of COVID-19. This paper innovatively frames brand equity and provides guidelines to help brands sustain their financial-based brand equity during a worldwide crisis.Are you alright brand equity? Analysis of the top 100 global brands during COVID-19 outbreaks
Abdul Rahman Zahari, Elinda Esa
Journal of Contemporary Marketing Science, Vol. 7, No. 1, pp.38-55

The purpose of this study is to determine whether COVID-19 had an impact on the brand equity of the Top 100 global brands in the Americas, European and Asian regions over the three years of assessment (2020–2022).

A secondary data method (document scanning) was used to gather the study’s data from Brand Finance’s Global 500 annual reports from 2019 to 2022. The data for this study was analysed using the IBM Statistical Package for Social Science (SPSS) Statistics for Windows, Version 26.0. The data were subjected to a descriptive test and one-way analysis of variance.

The findings showed that most of the Top 100 global brands from the Americas, Europe and Asia experienced little or no impact due to COVID-19. Thus, no significant differences were found to exist among the Top 100 global regional brands due to COVID-19 in the years 2020 and 2021. However, there is a significant difference in 2022 due to its small effect size.

The findings of this paper contribute to brand equity literature and global branding literature in the context of COVID-19. This paper innovatively frames brand equity and provides guidelines to help brands sustain their financial-based brand equity during a worldwide crisis.

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Are you alright brand equity? Analysis of the top 100 global brands during COVID-19 outbreaks10.1108/JCMARS-06-2023-0017Journal of Contemporary Marketing Science2024-03-07© 2024 Emerald Publishing LimitedAbdul Rahman ZahariElinda EsaJournal of Contemporary Marketing Science712024-03-0710.1108/JCMARS-06-2023-0017https://www.emerald.com/insight/content/doi/10.1108/JCMARS-06-2023-0017/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositionshttps://www.emerald.com/insight/content/doi/10.1108/JCMARS-08-2023-0034/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to explore the conversion of metaverse marketing (MVM) into strategic agility among SMEs based on dynamic capabilities (DC) and dynamic management capabilities (DMC) theories. This paper discusses how constructs such as immersive marketing technologies (IMT), customer immersion (CI) and managerial capabilities (MC) play critical role in the transformation of MVM into strategic agility (SA). A theoretical framework based on DC and DMC theories, and a comprehensive review of the literature on MVM, IMT, CI, MC and SA, was developed in order to theoretically investigate the relationships between MVM and SA. In this theoretical framework, MVM is the independent variable, while the dependent variable is SA. Also, IMT and CI both mediate the association between MVM and SA, while MC moderate the association between MVM and SA in one stream; and CI and SA in another stream. This research study develops a theoretical framework that recommends nine set of important research propositions in MVM. An extensive literature review was conducted to examine the theoretical framework on the effect of MVM on SA. The proposed theoretical framework suggests that brand community development and communication, experiential marketing and personalisation in MVM, once accessed through IMT (i.e. VR, AR, MR) and CI (i.e. customer engagement, customer absorption-customer acquisition and assimilation of knowledge, presence) can produce significant SA through customer experience management, value co-creation and process innovation. This current study develops a theoretical framework that theorise the relationship between MVM and SA rooted in literature on MVM and SA, and also based on DC and DMC perspective. The moderating effect of MC on the relationship between IMT and SA on one hand, and CI and SA on the other, provides support to IMT and CI as mediators in the transformation of MVM into SA. This study also provides insight into SME adoption of MVM and how it generates SA. Lastly, the current study contributes to the body of knowledge on MVM, IMT, CI, MC and SA.Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions
Kwabena Abrokwah-Larbi
Journal of Contemporary Marketing Science, Vol. 7, No. 1, pp.56-83

This study aims to explore the conversion of metaverse marketing (MVM) into strategic agility among SMEs based on dynamic capabilities (DC) and dynamic management capabilities (DMC) theories. This paper discusses how constructs such as immersive marketing technologies (IMT), customer immersion (CI) and managerial capabilities (MC) play critical role in the transformation of MVM into strategic agility (SA).

A theoretical framework based on DC and DMC theories, and a comprehensive review of the literature on MVM, IMT, CI, MC and SA, was developed in order to theoretically investigate the relationships between MVM and SA. In this theoretical framework, MVM is the independent variable, while the dependent variable is SA. Also, IMT and CI both mediate the association between MVM and SA, while MC moderate the association between MVM and SA in one stream; and CI and SA in another stream.

This research study develops a theoretical framework that recommends nine set of important research propositions in MVM. An extensive literature review was conducted to examine the theoretical framework on the effect of MVM on SA. The proposed theoretical framework suggests that brand community development and communication, experiential marketing and personalisation in MVM, once accessed through IMT (i.e. VR, AR, MR) and CI (i.e. customer engagement, customer absorption-customer acquisition and assimilation of knowledge, presence) can produce significant SA through customer experience management, value co-creation and process innovation.

This current study develops a theoretical framework that theorise the relationship between MVM and SA rooted in literature on MVM and SA, and also based on DC and DMC perspective. The moderating effect of MC on the relationship between IMT and SA on one hand, and CI and SA on the other, provides support to IMT and CI as mediators in the transformation of MVM into SA. This study also provides insight into SME adoption of MVM and how it generates SA. Lastly, the current study contributes to the body of knowledge on MVM, IMT, CI, MC and SA.

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Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions10.1108/JCMARS-08-2023-0034Journal of Contemporary Marketing Science2024-03-15© 2024 Emerald Publishing LimitedKwabena Abrokwah-LarbiJournal of Contemporary Marketing Science712024-03-1510.1108/JCMARS-08-2023-0034https://www.emerald.com/insight/content/doi/10.1108/JCMARS-08-2023-0034/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Green marketing strategy, technology implementation and corporate performance: the role of green creative behaviour and institutional isomorphismhttps://www.emerald.com/insight/content/doi/10.1108/JCMARS-09-2023-0038/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis paper aimed to test a proposed framework highlighting strategic green marketing initiatives and how they drive new technology implementation towards green corporate performance, underpinned by institutional isomorphism. The study used a quantitative method and convenience sampling approach in gathering data using adapted questionnaires to solicit first-hand information from 225 employees of small and medium-sized enterprises (SMEs) in the tourism and hospitality sector underpinned by the theory of institutional isomorphism. The study shows that green communication and green strategy alignment have significant predictive effects on new technology implementation. Cultural isomorphism significantly moderated the effects of implementing new technology (i.e. green communication and strategy alignment). In addition, “new technology implementation had a significant predictive effect on green corporate performance”. Meanwhile, the moderation effect of “green creative behaviour on the new technology-green corporate performance dyad was positive but insignificant.” The study’s novel framework confirms how green communication strategy and green strategy alignment complement cultural isomorphism to explain the impact of new technology implementation on green corporate performance, underpinned by institutional isomorphism.Green marketing strategy, technology implementation and corporate performance: the role of green creative behaviour and institutional isomorphism
Michael Boadi Nyamekye, Edward Markwei Martey, George Cudjoe Agbemabiese, Alexander Kofi Preko, Theophilus Gyepi-Garbrah, Emmanuel Appah
Journal of Contemporary Marketing Science, Vol. 7, No. 1, pp.84-109

This paper aimed to test a proposed framework highlighting strategic green marketing initiatives and how they drive new technology implementation towards green corporate performance, underpinned by institutional isomorphism.

The study used a quantitative method and convenience sampling approach in gathering data using adapted questionnaires to solicit first-hand information from 225 employees of small and medium-sized enterprises (SMEs) in the tourism and hospitality sector underpinned by the theory of institutional isomorphism.

The study shows that green communication and green strategy alignment have significant predictive effects on new technology implementation. Cultural isomorphism significantly moderated the effects of implementing new technology (i.e. green communication and strategy alignment). In addition, “new technology implementation had a significant predictive effect on green corporate performance”. Meanwhile, the moderation effect of “green creative behaviour on the new technology-green corporate performance dyad was positive but insignificant.”

The study’s novel framework confirms how green communication strategy and green strategy alignment complement cultural isomorphism to explain the impact of new technology implementation on green corporate performance, underpinned by institutional isomorphism.

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Green marketing strategy, technology implementation and corporate performance: the role of green creative behaviour and institutional isomorphism10.1108/JCMARS-09-2023-0038Journal of Contemporary Marketing Science2024-03-27© 2024 Emerald Publishing LimitedMichael Boadi NyamekyeEdward Markwei MarteyGeorge Cudjoe AgbemabieseAlexander Kofi PrekoTheophilus Gyepi-GarbrahEmmanuel AppahJournal of Contemporary Marketing Science712024-03-2710.1108/JCMARS-09-2023-0038https://www.emerald.com/insight/content/doi/10.1108/JCMARS-09-2023-0038/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited