Asian Journal of Interactive Marketing

The impact of online reviews on purchase intention: A case of an emerging country

Rizwan Ali, Imran Sarmad — Thu, 13 Jul 2023 00:00:00 +0500

Consumers take into consideration their past experiences and/or of their friends/family to form an opinion about a product. Online platforms provide reviews that offer relevant data which consumers consider before decision making as per their criteria for evaluation of the product. All these factors, along with the consumer’s own personality have an effect on the final purchase decision. (Engel, Blackwell, and Kollat, 1968). This research study takes into account the factors that impact the decision-making process of the consumer, specifically, in today’s economy where the consumer is bombarded with multitude of online reviews. Many of such reviews are not consciously sought out but random exposure is huge due to presence and heightened use of social media. A survey was carried out to explore the impact of online reviews on young consumers whose usage of social media is high and thus is the influence of social media. A sample of 300 respondents was taken. As the questionnaires were self- administered so the acquired data resulted in the valid final sample of 300. There were five hypothesis statements to be tested. Regression analysis was applied to test the hypothesis statements. The results showed that all hypotheses were supported and held statistical significance. The results from the regression analysis supported the existence of relationship between Consumer’s Personality and Purchase Intention while being moderated by factors such as Amount of Online Reviews, Length of Online Reviews, and Social Media Influence; and being mediated by the consumer’s Opinion of Online Reviews.

Synergizing Thought and Action: Unleashing Strategic Potential in Entrepreneurial Environment

OJS Admin — Thu, 13 Jul 2023 12:01:34 +0500

This paper explores the interplay between thinking and doing in the formation of effective strategies within entrepreneurial settings. The global business environment, characterized by increasing competition and complexity, demands firms to adapt entrepreneurial strategies to remain competitive and innovative. While strategy is considered the starting point for any organization, its effective formulation and implementation pose significant challenges. This study recognizes the dichotomy between thinking and doing in strategy formation
and emphasizes the importance of integrating both perspectives to create coherent and successful strategies. The paper discusses the need for executives to understand the interdependencies among activities and develop cognitive structures, such as mental models and strategic blueprints, to holistically conceptualize and mesh together the interdependent activities that constitute strategy. By synthesizing both thinking and doing, firms can better capture entrepreneurial opportunities and achieve competitive advantage. The research aims to bridge the gap in understanding how the integration of thinking and doing can lead to effective strategies within entrepreneurial settings.

Well-being and Performance of Work Force with Disability in Hospitality Sector during COVID: A Case of Internal Marketing

OJS Admin — Thu, 13 Jul 2023 12:29:05 +0500

This study aims to contribute to the understanding of how HRM systems in the hospitality sector can effectively manage and support workers with disabilities during the COVID-19 crisis. By exploring the role of flexible HRM practices, the study provides insights into fostering well-being and performance in this disadvantaged workforce. The findings can inform the development of policies and practices that enhance the well-being and performance of workers with disabilities in the post-COVID-19 era. The COVID-19 pandemic has severely
impacted the hospitality sector, posing challenges for businesses and threatening the well-being of workers. Workers with disabilities are particularly vulnerable during this crisis, facing stigmatization and difficulties adapting to sudden changes. Organizations need to implement flexible policies and practices to support this workforce segment. However, there is a lack of research exploring the nexus between flexible HRM systems and the well-being and performance of workers with disabilities in the hospitality sector. This study aims to address this gap and examine the impact of flexible HRM practices on workers with disabilities during the COVID-19 crisis. The study adopts a qualitative approach, focusing on the hospitality sector. Primary data is collected through interviews and observations to explore how HRM systems in the sector respond to the COVID-19 crisis and support workers with disabilities. The study considers the three levels of analysis in HRM systems: employee skills, employee behaviors, and flexibility in HR practices. The study fills several gaps in the existing literature. Firstly, it examines how flexible HRM systems foster the well-being and performance of workers with disabilities in the hospitality sector. Secondly, it considers the three levels of analysis in
conceptualizing and implementing HRM practices. Thirdly, it investigates the response of HRM systems to the early and pandemic stages of the COVID-19 crisis. The findings of this study can guide occupational rehabilitation agencies, HRM professionals, and state-based organizations in supporting the well-being and performance of workers with disabilities.

Empowering Women SME Entrepreneurs in Bangladesh: Unleashing Market Potential and Driving Economic Growth

OJS Admin — Thu, 13 Jul 2023 12:33:27 +0500

Financial inclusion is a critical issue for enhancing the welfare of an economy as well as reducing income inequality by providing access to efficient financial services to both the privileged and the poor people of the country. Financial inclusion is a significant issue in Bangladesh as the majority of the population- especially women, farmers, and individuals do not have access to basic financial services such as credit, insurance, payment, etc. Thus, this paper aims at identifying the impacts of financial inclusion on the women SME entrepreneurs of Bangladesh .To conduct this research, 207 respondents were chosen from those women who either initiated their own SME or worked as an employee in one .A structured questionnaire with 5 points Likert scale was used to collect primary data .Multivariate analysis techniques like factor analysis, multiple regression analysis were performed to identify the impacts of financial inclusions on the women SME entrepreneurs of Bangladesh. The study finds the impact factors of financial inclusion on women SME entrepreneurs in Bangladesh. Factors such as, easiness in payment, comfortable in transaction, reduced unemployment problem due to the creation of agents, no network problem in transaction, and secured area coverage were found
significant impact factors of financial inclusion on the women SME entrepreneurs in Bangladesh.

Strategic Marketing Approaches to Boosting Milk Consumption: Unleashing the Power of Demand in the Dairy Industry

OJS Admin — Thu, 13 Jul 2023 12:38:06 +0500

There are fifty states in the United States and most of states do not impose tax on food products for all citizens. However, foods served in restaurants and fast-food chains are levied by state government of federal authorities. There is abundant output of foods in the United States and its population is somewhat limited. Milk is well supported by public sector as public schools serve milk for lunch for students without taxation. To increase its milk consumption, each citizen is in need of consume more milk. In capitalism market system, supplies and demands are always looking after equilibrium which over supplies causes lower manufacturing eventually by over stock. Problem with these daily products is that it is not available to be stored in warehouse for long term. By researching how to increase these daily products by economics perspective would bring about major understanding of economics study.