Socio-economic perspectives on consumer engagement and buying behavior

441 Pages·2017·9.482 MB·English

by  Kaufmann, Hans Ruediger, Panni, Mohammad Fateh Ali Khan

Socio-Economic
Perspectives on
Consumer Engagement
and Buying Behavior
Hans Ruediger Kaufmann
University of Applied Management Studies Mannheim, Germany & University
of Nicosia, Cyprus
Mohammad Fateh Ali Khan Panni
City University, Bangladesh
A volume in the Advances in Marketing, Customer
Relationship Management, and E-Services
(AMCRMES) Book Series
Published in the United States of America by
IGI Global
Business Science Reference (an imprint of IGI Global)
701 E. Chocolate Avenue
Hershey PA, USA 17033
Tel: [phone]
Fax: [phone]
E-mail: [email protected]
Web site: http://www.igi-global.com
Copyright © 2017 by IGI Global. All rights reserved. No part of this publication may be reproduced, stored or distributed in
any form or by any means, electronic or mechanical, including photocopying, without written permission from the publisher.
Product or company names used in this set are for identification purposes only. Inclusion of the names of the products or
companies does not indicate a claim of ownership by IGI Global of the trademark or registered trademark.
Library of Congress Cataloging-in-Publication Data
CIP Data Pending
ISBN: 978-1-5225-2139-6
eISBN: 978-1-5225-2140-2

This book is published in the IGI Global book series Advances in Marketing, Customer Relationship Management, and E-
Services (AMCRMES) (ISSN: 2327-5502; eISSN: 2327-5529)
British Cataloguing in Publication Data
A Cataloguing in Publication record for this book is available from the British Library.
All work contributed to this book is new, previously-unpublished material. The views expressed in this book are those of the
authors, but not necessarily of the publisher.
For electronic access to this publication, please contact: [email protected].
Advances in Marketing,
Customer Relationship
Management, and E-Services
(AMCRMES) Book Series
Eldon Y. Li
National Chengchi University, Taiwan & California
Polytechnic State University, USA
ISSN:2327-5502
EISSN:2327-5529
Mission
Business processes, services, and communications are important factors in the management of good
customer relationship, which is the foundation of any well organized business. Technology continues to
play a vital role in the organization and automation of business processes for marketing, sales, and cus-
tomer service. These features aid in the attraction of new clients and maintaining existing relationships.
The Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES)
Book Series addresses success factors for customer relationship management, marketing, and electronic
services and its performance outcomes. This collection of reference source covers aspects of consumer
behavior and marketing business strategies aiming towards researchers, scholars, and practitioners in
the fields of marketing management.
Coverage
• E-Service Innovation
IGI Global is currently accepting manuscripts
• B2B marketing
for publication within this series. To submit a pro-
• Relationship marketing
posal for a volume in this series, please contact our
• Ethical Considerations in E-Marketing
Acquisition Editors at [email protected]
• Legal Considerations in E-Marketing
or visit: http://www.igi-global.com/publish/.
• Social Networking and Marketing
• Electronic Services
• CRM strategies
• Cases on CRM Implementation
• Mobile CRM
The Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series (ISSN 2327-5502) is published
by IGI Global, 701 E. Chocolate Avenue, Hershey, PA 17033-1240, USA, www.igi-global.com. This series is composed of titles available for
purchase individually; each title is edited to be contextually exclusive from any other title within the series. For pricing and ordering informa-
tion please visit http://www.igi-global.com/book-series/advances-marketing-customer-relationship-management/37150. Postmaster: Send all
address changes to above address. Copyright © 2017 IGI Global. All rights, including translation in other languages reserved by the publisher.
No part of this series may be reproduced or used in any form or by any means – graphics, electronic, or mechanical, including photocopying,
recording, taping, or information and retrieval systems – without written permission from the publisher, except for non commercial, educational
use, including classroom teaching purposes. The views expressed in this series are those of the authors, but not necessarily of IGI Global.
Titles in this Series
For a list of additional titles in this series, please visit: www.igi-global.com
Strategic Uses of Social Media for Improved Customer Retention
Wafaa Al-Rabayah (Independent Researcher, Jordan) Rawan Khasawneh (Jordan University of Science and Tech-
nology, Jordan) Rasha Abu-shamaa (Yarmouk University, Jordan) and Izzat Alsmadi (Boise State University, USA)
Business Science Reference • copyright 2017 • 311pp • H/C (ISBN: 9781522516866) • US $180.00 (our price)
Analyzing Children’s Consumption Behavior Ethics, Methodologies, and Future Considerations
Jony Haryanto (President University, Indonesia) and Luiz Moutinho (Dublin City University, Ireland)
Business Science Reference • copyright 2017 • 278pp • H/C (ISBN: 9781522509936) • US $165.00 (our price)
Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement
Norazah Mohd Suki (Universiti Malaysia Sabah, Malaysia)
Business Science Reference • copyright 2017 • 374pp • H/C (ISBN: 9781522507468) • US $230.00 (our price)
Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy
Mónica Gómez-Suárez (Universidad Autónoma de Madrid, Spain) and María Pilar Martínez-Ruiz (University of
Castilla-La Mancha, Spain)
Business Science Reference • copyright 2016 • 625pp • H/C (ISBN: 9781522502203) • US $330.00 (our price)
Handbook of Research on Consumerism and Buying Behavior in Developing Nations
Ayantunji Gbadamosi (University of East London, UK)
Business Science Reference • copyright 2016 • 565pp • H/C (ISBN: 9781522502821) • US $235.00 (our price)
Managing Public Relations and Brand Image through Social Media
Anurag Singh (Banaras Hindu University, India) and Punita Duhan (Meera Bai Institute of Technology, India)
Business Science Reference • copyright 2016 • 353pp • H/C (ISBN: 9781522503323) • US $195.00 (our price)
Handbook of Research on Promotional Strategies and Consumer Influence in the Service Sector
Upendra Singh Panwar (Shri Govindram Seksaria Institute of Technology and Science, India) Raj Kumar (Banaras
Hindu University, India) and Nilanjan Ray (Netaji Mahavidyalaya, India)
Business Science Reference • copyright 2016 • 492pp • H/C (ISBN: 9781522501435) • US $335.00 (our price)
Global Marketing Strategies for the Promotion of Luxury Goods
Fabrizio Mosca (University of Turin, Italy) and Rosalia Gallo (Universitat Autònoma de Barcelona, Spain)
Business Science Reference • copyright 2016 • 329pp • H/C (ISBN: 9781466699588) • US $200.00 (our price)
701 E. Chocolate Ave., Hershey, PA 17033
Order online at www.igi-global.com or call 717-533-8845 x100
To place a standing order for titles released in this series, contact: [email protected]
Mon-Fri 8:00 am - 5:00 pm (est) or fax 24 hours a day 717-533-8661
List of Reviewers
AbuZafarMahmudulHaque, City University Bangladesh, Bangladesh
DursunYener,Istanbul Medeniyet University, Turkey
SandraMariaCorreiaMariaCorreiaLoureiro,Instituto Universitário de Lisboa (ISCTE-IUL), Portugal
& Business Research Unit (BRU/UNIDE), Portugal
S.M.RiadShams,Ural Federal University, Russia

Table of Contents
Preface.................................................................................................................................................xvi
Acknowledgment.................................................................................................................................xx
Section 1
Social Perspectives of Consumer Behavior and Engagement
Chapter 1
TheConceptof“Consumerism”fromaConsumerActivistPerspective...............................................1
Ioanna Papasolomou, University of Nicosia, Cyprus
Chapter 2
SocialImpactinConsumerBehaviour-ConsumerBoycottsasaConsumerismActivity:...................22
Dursun Yener, Istanbul Medeniyet University, Turkey
Chapter 3
FuelEfficientVehicles:TheRoleofSocialMarketing........................................................................36
Lisa Watson, University of Regina, Canada
Anne M. Lavack, Thompson Rivers University, Canada
Chapter 4
CustomerSatisfactionintheConsumptionofGreenProducts.............................................................59
Violeta Sima, Petroleum-Gas University of Ploiești, Romania
Ileana Georgiana Gheorghe, Petroleum-Gas University of Ploiești, Romania
Section 2
Consumer Behavior and Engagement in the Nexus of Marketing and Technology
Chapter 5
Marketing4.0:EnhancingConsumer-BrandEngagementthroughBigDataAnalysis........................94
Ana Isabel Jiménez-Zarco, Open University of Catalonia, Spain
Asher Rospigliosi, Brighton University, UK
María Pilar Martínez-Ruiz, University of Castilla la Mancha, Spain
Alicia Izquierdo-Yusta, University of Burgos, Spain



Chapter 6
EffectiveSurveillanceManagementduringServiceEncounters:AConceptualFramework............118
Angelo Bonfanti, University of Verona, Italy
Chapter 7
ConsumerInformationSystemsResearchAgenda:MeetingChallengesforInteractiveTelevision
ServiceDevelopment..........................................................................................................................140
Tuure Tuunanen, University of Jyväskylä, Finland
Michael David Myers, University of Auckland, New Zealand
Chapter 8
ConsumerInformationSystemsasServices:StudyofEmergingIPTVMarketinNewZealand......154
Tuure Tuunanen, University of Jyväskylä, Finland
Lesley Gardner, University of Auckland, Australia
Martin Bastek, DEVK, Germany
Chapter 9
AbouttheE-commerceActivitiesinFinnishLapland-PerspectivesofConsumersand
Entrepreneurs:E-CommerceinLapland............................................................................................175
Rauno Rusko, University of Lapland, Finland
Joni Pekkala, University of Lapland, Finland
Section 3
Consumer Behavior and Engagement from a Macro Economic Context
Chapter 10
DoStockMarketsComoveinEmergingEconomies?........................................................................197
Sadullah Çelik, Marmara University, Turkey
Emel Baydan, Marmara University, Turkey
Chapter 11
NowcastingCapacityUtilizationinTurkey:AContinuousWaveletAnalysis...................................214
Özlem Taşseven, Doğuş University, Turkey
Section 4
Consumer Behavior and Engagement: Industry and Corporate Cases
Chapter 12
ConsumptionandWell-Being:CollectingExperiencesRatherThanMaterialPossessions..............248
Sandra Maria Correia Loureiro, Instituto Universitário de Lisboa (ISCTE-IUL), Business
Research Unit (BRU/UNIDE) and SOCIUS, Portugal
Chapter 13
TheEffectoftheMarketingStrategyinPerformanceofthePharmaceuticalSector.........................278
Irene Samanta, Piraeus University of Applied Sciences, Greece

Chapter 14
TheAuralNatureofAtmosphereinaRetailSetting..........................................................................290
Sanda Renko, University of Zagreb, Croatia
Tomislav Gregur, University of Zagreb, Croatia
Chapter 15
EnhancingRetailer-ConsumersRelationshipthroughEverydaySustainability:McDonald’sin
Italy.....................................................................................................................................................312
Elena Candelo, University of Turin, Italy
Cecilia Casalegno, University of Turin, Italy
Chiara Civera, University of Turin, Italy
Chapter 16
ConqueringtheDigitalCustomer:HowZaraIsConfrontingtheDigitalInnovationRevolution......334
Eric Viardot, EADA Business School, Spain
Petra A. Nylund, University of Vic, Spain
Compilation of References...............................................................................................................355
About the Contributors....................................................................................................................412
Index...................................................................................................................................................418
Detailed Table of Contents
Preface.................................................................................................................................................xvi
Acknowledgment.................................................................................................................................xx
Section 1
Social Perspectives of Consumer Behavior and Engagement
Chapter 1
TheConceptof“Consumerism”fromaConsumerActivistPerspective...............................................1
Ioanna Papasolomou, University of Nicosia, Cyprus
Thechapterdefinestheconceptof‘consumerism’anddiscussesitsdifferentperspectiveswhichemerged
duringitshistoricaldevelopment.Theauthoradoptsthesecondperspectiveofconsumerismwhichposits
thatconsumerismisamovementaimedatsafeguardingtheinterestsandrightsofconsumers.Thisview
iscloselyrelatedtotheconceptofsocialresponsibility(CSR)andsubsequentlysocietalmarketing.There
isevidenceintheliteraturetosuggestthatinaneraofincreasingsocialproblemsandenvironmental
challenges,thereisaneedforCSRandsustainablemarketing.Infact,theseconddefinitionofconsumerism
isinextricablylinkedwithCSRandsocietalmarketing.Thechapterisconceptualinnatureandprovides
areviewofsomeofthelatesttrendsinthefieldsuchasboycotting,sustainableconsumption,internet
activism,anti-branding,Fairtrade,greenconsumerism,andsustainablemarketing.Thediscussionis
concludedbyprovidingsomesuggestionstopractitionersanddirectionsforfutureresearch.
Chapter 2
SocialImpactinConsumerBehaviour-ConsumerBoycottsasaConsumerismActivity:...................22
Dursun Yener, Istanbul Medeniyet University, Turkey
Consumerismisnotanewconceptformarketing,butitsimportanceisgrowingintherecentyears.
Researchershavestudiedthephenomenonofconsumerismfromwithindifferentdimensions.However,
itsrelationshipwithsocialimpacttheoryandconsumerboycottshasnotbeendealtwithaccurately.
Socialimpactcanbedefinedastheeffectofpeopleonotherpeople.Aconsumerboycottisatypeof
consumerbehaviourinwhichconsumerscollectivelyprefernottousetheirpurchasingpowertowardsa
product,brandorallproductsofacountryandboycottthem.Motivationsforparticipatinginboycotts
differinaccordancewithvariousfactorssuchasconsumers’beliefs,needsorattitudes.Organizinga
boycottandcallingforpeople’sparticipationismucheasiertodaythanitusedtobeinthepast.Since


consumerboycottsisatypeofconsumerbehaviourandconsumersareaffectedvariousfactorsincluding
peopleintheirfamilyorfriendsormembersintheirreferencegroups,theycanbethoughtaderivation
ofsocialimpact.
Chapter 3
FuelEfficientVehicles:TheRoleofSocialMarketing........................................................................36
Lisa Watson, University of Regina, Canada
Anne M. Lavack, Thompson Rivers University, Canada
Consumershavebeenslowtoswitchtomorefuelefficientvehicles,inspiteofthethreatofafutureglobal
shortageoffossilfuels.Tounderstandconsumerreluctancetoadopthybridautomotivetechnology,this
chapterbeginsbyreviewingconsumerdecision-makingwithregardtoconsumerautomotivepurchases.
Weexaminethemarketforfuelefficientvehicles(FEVs)andalternatefuelvehicles(AFVs),includinga
discussionofconsumerwillingnesstotradepersonalcomfortinordertobuymorefuelefficientvehicles,
andconsumerpricesensitivitywithregardtopurchasinghigher-pricedalternativefuelvehiclesincluding
hybrid-electricvehicles.Wediscussthetenuouslinkbetweenenvironmentalattitudesandbehavior,and
outlinetheroleofsocialmarketingincreatingbehaviorchangerelatingtoautomotivepurchasedecisions.
Chapter 4
CustomerSatisfactionintheConsumptionofGreenProducts.............................................................59
Violeta Sima, Petroleum-Gas University of Ploiești, Romania
Ileana Georgiana Gheorghe, Petroleum-Gas University of Ploiești, Romania
Thischapteraimedtoidentifythosefactorsthatdeterminethegreenconsumersatisfaction,havingasthe
emergingpointtheconsumerbehaviordefinitionandthesustainabledevelopmentconcept.Theauthors
proposeanewapproachofthedimensionsoftheevaluationmodelforcustomersatisfactionincluding
anewone,calledTheGreenDimension.Animportantgoalwasidentifyingthedriversoftheconsumer
purchasing.Theauthorsidentifiedthreemainareasofthegreendimensionofcustomersatisfaction.They
arerelatedtoCompany,Product/service,andPrice.Thensomeconsiderationsregardinganintegrated
approachofstrategicmixfroma‘green’perspectivehavebeenpresented.Accordingtoresearchfrom
BostonConsultingGroup,inordertoobtainaGreenAdvantage,companiesshouldenhancetheirstrategic
mixtakingintoconsiderationsgreenplanning,greenprocesses,greenproduct,andgreenpromotion.The
authorsaddedtwomoreelements,namelypeopleandeco-efficiency,resulting“TheGreenStrategyMix”.
Section 2
Consumer Behavior and Engagement in the Nexus of Marketing and Technology
Chapter 5
Marketing4.0:EnhancingConsumer-BrandEngagementthroughBigDataAnalysis........................94
Ana Isabel Jiménez-Zarco, Open University of Catalonia, Spain
Asher Rospigliosi, Brighton University, UK
María Pilar Martínez-Ruiz, University of Castilla la Mancha, Spain
Alicia Izquierdo-Yusta, University of Burgos, Spain
Marketingevolvesinparallelwithtechnology.Duringthelastfiveyears,Marketing3.0hasbecomethe
mostinnovativemarketingapproach,butofgrowing,isresearchfocusingonMarketing4.0:themarketing
ofbigdata.Muchhasbeenspeculated,butacademicjournalshavepublishedlittleaboutMarketing