Transforming 4Cs capabilities into incremental innovation: Mediating role of knowledge co-creation in manufacturing SMEs

Influencer marketing has been widely utilized in marketing communication. With the growing interest in virtual influencers, this study aims to investigate why social media users would interact with virtual influencers. The research model was developed based on the self-congruity theory. The data were obtained by questionnaires distributed to social media users using judgmental sampling (respondents were above 18 years old and actively used Instagram within the past six months). The questionnaire was posted on social media, and 230 responses were collected and analyzed using a covariance-based structural equation. Influencer-brand fit was found to have a weak direct effect on engagement (γ = 0.158, p < 0.05), but insignificant direct effect on mimicry desire (γ = 0.160, p > 0.05). Value homophily significantly affects both engagement and mimicry desire directly (β = 0.338 and β = 0.622, p < 0.01). Moreover, value homophily was found to fully mediate the virtual influencer-brand fit/mimicry desire relationship (B = 0.546, p < 0.01) and partially mediate the relationship of virtual influencer-brand fit/engagement (B = 0.229, p < 0.01). However, the mediating effect of mimicry desire on the virtual influencer-brand fit/engagement relationship was found to be non-significant (B = 0.065, p > 0.05). This study contributes to influencer marketing by highlighting value homophily as the most significant factor explaining why consumers respond to a virtual influencer when used as a message source in marketing communication.

A Correction to this article was published on 13 July 2023

Many apparel retailing brands use e-service marketing tools such as a chatbot (a system that is available 24 hours a day, 7 days a week) to increase their competitive advantage in today’s world of digitalization. During the COVID-19 pandemic, chatbots gained more power to serve as a communication tool that provides information and maintains customer experience. Therefore, this study is conducted to investigate the influence of chatbot e-service agents’ marketing efforts (involving interaction, entertainment, trendiness, and problem-solving) on Thai customers’ perceived communication credibility and satisfaction in apparel retailing, as research in this area is limited. In order to test the hypotheses, the paper employed structural equation modeling using Amos. In addition, an online survey of 400 Thai consumers who had previously used chatbots in the apparel retailing industry was conducted. The results showed that chatbot e-service marketing efforts, including interaction, trendiness, and problem-solving, affected customer satisfaction without entertainment elements. Beyond this, a chatbot, viewing interaction and entertainment, was found to have an insignificant effect on communication credibility. Thus, the coefficient value proved that information regarding communication credibility is more dominant in customer satisfaction. Therefore, the chatbot e-service marketing effort is essential in motivating communication credibility in customer satisfaction. These findings delivered managerial implications for understanding consumers in the field of digitalization.

The study investigates the extent to which customer value affected brand loyalty among mid-sized automobile customers in Thailand. It`s focused on assessing whether customer brand engagement acted as an intervening variable in the relationship between customer value and brand loyalty. A questionnaire was distributed to a random sample of 380 current users of medium-sized passenger automobiles in Thailand; these participants were drawn from the list of automobile customers using a multistage sampling technique. The dealership customers were asked to complete an electronic survey using their cell phones. Structural equation modeling was applied to prove the theoretical model. All the model fit indices revealed that the model was reasonably consistent with the data. Results validated customer brand engagement composed of three dimensions using confirmatory factor analysis and its role as a mediator. The findings also provided novel insight into the interplay of the relevant variables and could be used as a guideline for managing automobile customers and promoting automobile marketing in the country.