The objective of current study was to investigate the influence of brand related attributes on customer loyalty and repurchase intention in agricultural product marketing in Pakistan. Results of current study would he...The objective of current study was to investigate the influence of brand related attributes on customer loyalty and repurchase intention in agricultural product marketing in Pakistan. Results of current study would help the management of branded agricultural products, in Pakistan specifically and in developing countries generally, to formulate the best strategies to enhance customer loyalty in order to induce repurchase intention of them. Future research could be conducted in the same field by adopting larger sample size and this research can be replicated with specific product category.展开更多
This paper focuses on the research of the influence mechanism and strategies of traffic conversion on consumers repurchase intention in short video marketing driven by digital technology.Under the background of digita...This paper focuses on the research of the influence mechanism and strategies of traffic conversion on consumers repurchase intention in short video marketing driven by digital technology.Under the background of digital technology-driven,digital empowerment drives short video marketing of enterprises,aiming at the dual drive of consumers’value and spiritual needs.Multiple marketing models such as“short video+live streaming”are deeply integrated into short videos,and digital technology is used to innovate content for efficiency and quality improvement,reshape enterprises’marketing models and realize precise full-chain placement.Based on this,this study expounds the research background of short video marketing and analyzes the influence strategies of short video marketing on converting traffic into consumers’brand recognition under the background of digital technology driven.Thus,it reveals the mechanism of the effect of short video marketing on consumers repurchase intention under the background of digital technology-driven and provides a reference for the realization of enterprise digital marketing.展开更多
For many online businesses,online reviews are crucially important to managing reputation,word-of-mouth sales,and,ultimately,their survival.Hence,more and more on line business owners are posting public responses to bo...For many online businesses,online reviews are crucially important to managing reputation,word-of-mouth sales,and,ultimately,their survival.Hence,more and more on line business owners are posting public responses to both positive and negative reviews.But do these responses change anything?And,if so,which types of responses are the most effective for strengthening customer relationship and increasing the chances of repeat business?With two surveys and a series of partial least squares-structural equation modeling(PLS-SEM)analyses,we tested three releva nt hypotheses to an swer these questions.The results show that when busi ness replies to online reviews with promotional information,consumers perceive the seller to be self-interested,and both relati on ship quality and repurchase intenti on decrease.However,sincere responses that do not contain promotional information,such as gratitude and apology,are highly correlated to positive relationship quality and the likelihood of future repeat business.These findings enrich the academic literature on on line reviews,and the recommendations stemming from our results should be of interest to any business that relies on their online reputation for survival.展开更多
文摘The objective of current study was to investigate the influence of brand related attributes on customer loyalty and repurchase intention in agricultural product marketing in Pakistan. Results of current study would help the management of branded agricultural products, in Pakistan specifically and in developing countries generally, to formulate the best strategies to enhance customer loyalty in order to induce repurchase intention of them. Future research could be conducted in the same field by adopting larger sample size and this research can be replicated with specific product category.
文摘This paper focuses on the research of the influence mechanism and strategies of traffic conversion on consumers repurchase intention in short video marketing driven by digital technology.Under the background of digital technology-driven,digital empowerment drives short video marketing of enterprises,aiming at the dual drive of consumers’value and spiritual needs.Multiple marketing models such as“short video+live streaming”are deeply integrated into short videos,and digital technology is used to innovate content for efficiency and quality improvement,reshape enterprises’marketing models and realize precise full-chain placement.Based on this,this study expounds the research background of short video marketing and analyzes the influence strategies of short video marketing on converting traffic into consumers’brand recognition under the background of digital technology driven.Thus,it reveals the mechanism of the effect of short video marketing on consumers repurchase intention under the background of digital technology-driven and provides a reference for the realization of enterprise digital marketing.
基金supported by the Youth Program of National Natural Science Foundation of China[7200020259]National Natural Science Foundation of China[71672008]Shuimu Scholar Program of Tsinghua University.
文摘For many online businesses,online reviews are crucially important to managing reputation,word-of-mouth sales,and,ultimately,their survival.Hence,more and more on line business owners are posting public responses to both positive and negative reviews.But do these responses change anything?And,if so,which types of responses are the most effective for strengthening customer relationship and increasing the chances of repeat business?With two surveys and a series of partial least squares-structural equation modeling(PLS-SEM)analyses,we tested three releva nt hypotheses to an swer these questions.The results show that when busi ness replies to online reviews with promotional information,consumers perceive the seller to be self-interested,and both relati on ship quality and repurchase intenti on decrease.However,sincere responses that do not contain promotional information,such as gratitude and apology,are highly correlated to positive relationship quality and the likelihood of future repeat business.These findings enrich the academic literature on on line reviews,and the recommendations stemming from our results should be of interest to any business that relies on their online reputation for survival.
