مراجعة حسب الطلب المؤلف "Sufyan Habib"

يظهر الآن 1 - 2 من 2

وصول حر
Factors Affecting Mobile Application Payment Adoption: Use of UTAUT Model in the Indian Context
(مطبعة جامعة الملك سعود, 10/07/1441) Sufyan Habib
The present research work has been undertaken to explore the determinants of mobile application-based payment adoption by customers in the Indian context. The unified theory of acceptance and use of technology (UTAUT) model has been proposed to understand consumer mobile apps adoption intention in the Indian context. In addition, perceived security is the additional construct that was added for examining the impact of this construct on behavioral intention and usage behavior of mobile apps for online financial transactions. In a survey of 405 respondents, it was found that performance expectancy, effort expectancy, social influence, facilitating condition, habit, and perceived security have a significant positive impact on mobile apps adoption intention. Consumer confidence and perceived security of the transactions can change their habit and enhance their adoption of mobile apps in the financial transactions. This paper tries to address the UTAUT model application in the financial transaction system.
وصول حر
Impact of Social Media Marketing on Brand Loyalty in Lifestyle Category Products: Mediating Role of Customer Experience
(مطبعة جامعة الملك سعود, 07/09/1442) Sufyan Habib
The social media marketing has emerged as one of the most powerful tools to enhance brand equity of the lifestyle products. Marketers are continuously exploring the new and innovative means of attracting customers toward their products by studying their preferences, convincing them for the purchase of lifestyle products. The present study examines the impact of social media marketing for improving the brand loyalty and assesses the mediating effect of customer experience on social media marketing and brand loyalty relationship for lifestyle products in the Indian context. In a survey of 259 respondents chosen at random, study reveals that social media marketing influences the brand loyalty and customer experience towards lifestyle products. Study further indicates that customer experience mediates the relationship between social media marketing and brand loyalty of lifestyle products. These findings indicate that lifestyle product marketing organizations should concentrate more on effective utilization of the social media platforms for brand positioning, facilitating information sharing, customer engagement, and develop meaningful customer relationship, which in turn has a tendency for business growth and sustainability. The effective social media marketing activities and memorable customer experiences will help company to face the competition successfully and cement the customers’ relationships with the brand and the company in general. Some of the limitations and scope of future research is also presented in the study.