Bogoevska-gavrilova, Irena
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Bogoevska-gavrilova, Irena
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Bogoevska-gavrilova, Irena
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Item type:Publication, IMPACT OF INSTAGRAM INFLUENCERS' CONTENT ON CONSUMER PURCHASE INTENTION(Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, 2024)Social media's evolution has allowed consumers to connect with brands on these platforms and sparked the rise of digital influencers. Information and entertainment brand-related content are identified as two types of content that influencers use to share product information and appealing visuals. According to the elaboration likelihood model (ELM), information content is processed via the central route, demanding more cognitive effort, while entertainment content is processed peripherally, relying on visual or emotional cues. This research, focusing on Instagram, aims to analyze how the two content values (information and entertainment) impact purchase intention among social media users in North Macedonia. Using a multiple linear regression model, findings indicate that information value positively affects purchase intention. The study utilized a purposive sample of Instagram users in North Macedonia who follow influencers. Recommendations are provided for marketing managers on influencer marketing strategies tailored to the goal of enhancing consumer purchase intentions. - Some of the metrics are blocked by yourconsent settings
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Item type:Publication, Service quality in mobile banking(Emerald Publishing Limited, 2024-11); ; Ladeira, Wagner JuniorPurpose – The rise of mobile technologies has driven rapid growth in mobile banking (m-banking), making service quality a central area of inquiry for researchers and industry practitioners alike. Despite this focus, understanding of service quality in m-banking remains fragmented. In this regard, this article endeavors to provide a comprehensive, state-of-the-art overview of service quality in m-banking. Design/methodology/approach – Drawing on a systematic review of 71 studies, this article explores the concept of service quality in m-banking through the lens of theories, constructs, contexts, and methods (TCCM), revealing the multifaceted nature of service quality and its role in m-banking. Findings – The review underscores the multifaceted nature of service quality and its pivotal role in steering pivotal customer-centric outcomes in m-banking. Introducing the stimulus-organism-response (S-O-R) framework into the discourse of m-banking, the review reveals a range of quality-, system success-, and userbased stimuli, affecting m-banking users’ attitude, brand attachment, flow, and trust, thus shaping their intended and actual behavior, including usage, satisfaction, loyalty, and word-of-mouth. Further scrutiny underscores opportunities for renewed endeavors to bridge identifiable gaps by harnessing mixed methods, exploring new constructs, probing demographic and cross-cultural variations, and forging new instruments tailored to evaluate contemporary m-banking service quality. Originality/value – This review distinguishes itself by providing a comprehensive and systematic exploration of service quality in m-banking through the lens of TCCM. Unlike previous studies that often focus on isolated aspects, this review integrates diverse perspectives to offer a holistic understanding of service quality in m-banking. Employing the S-O-R framework, this review not only maps the pathways from service quality stimuli to user responses but also identifies critical gaps and promising directions. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, What drives liking different brand-related social media content?(Emerald, 2022-04-07); ; Purpose The purpose of this study is to analyze the interrelationships between incentives and social media users’ intentions to like different brand-related social media content. The study is based on the uses and gratification (U&G) theory and investigates three types of incentives i.e. communal, self-interest, and reward incentives which act as antecedents of customers’ intentions to like three types of brand-related content (commercial messages, personal opinion messages, and lifestyle messages). Design/methodology/approach A data set of 415 effective responses was collected and structural equation modeling (SEM) was used for analyzing the data. Findings The obtained results indicate that communal and reward incentives enhance the intentions to like brand-related commercial, personal opinion, and lifestyle content. Self-interest incentives reduce the intentions to like three types of analyzed brand-related content with the strongest negative influence on intentions to like lifestyle content. Regarding the content type, the main drivers for liking lifestyle content and commercial content are reward incentives, whereas liking personal opinion content is mostly motivated by communal incentives. Originality/value This study provides valuable insights about users’ motivation to like brand-related content on social media with a focus on different types of brand-related content. The study has strong theoretical contributions as well as practical implications. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Decoding Source Credibility: How it ifluences Trust in Informative Brand-Related Content and Customer Purchase Intentions(Faculty of Economics-Skopje, 2024-11); - Some of the metrics are blocked by yourconsent settings
Item type:Publication, THE EFFECT OF INSTAGRAM INFLUENCER MARKETING: WHAT AFFECTS CUSTOMER’S PURCHASE INTENTION? THE ROLE OF INVOLVEMENT IN INFLUENCER FOLLOWING AND PERCEIVED TRUST IN INFLUENCER’S BRAND RELATED CONTENT(University of National and World Economy, Sofia, Bulgaria, 2022-09-21); Social media marketing allows brands to gain advantage by building relationships with customers. In that direction, influencer marketing is experiencing a rapid growth. This study is based on the integrated social media influencer value model, which among other things, examines how customers’ trust in influencer branded content and involvement level in social media influencer following affect customer’s purchase intentions. With the purpose to determine the impact of involvement in Instagram influencer following and perceived trust in Instagram influencer’s brand related content on customer’s purchase intention, this study aims to fill the gap due to lack of research, as known by the authors, by investigating involvement level and perceived trust and how they affect customer’s behavioral intention, with a focus on Instagram. Non-probabilistic purposive sampling was used to conduct an online survey to Instagram users in the Republic of North Macedonia that follow influencers. Multiple linear regression was applied to an effective set of 76 responses using SPSS, resulting in confirmation of hypotheses. At the end, a conclusion is given with the focus on theoretical contributions and practical implications that will act as recommendations for marketing-managers on how to affect customer’s purchase intention and increase sales by collaborating with Instagram influencers. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Mapping the Structure of Customer Engagement: Fifteen Years of Research(Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, 2022-11); ; ; The purpose of this study is to provide a bibliometric analysis of customer engagement (CE) research in the period 2006-2021 by using the PRISMA protocol for systematic reviews and by relying on a set of CE-related keywords. Bibliometric analysis refers to the quantitative study of bibliographic material that provides a general picture of a research field. By using a bibliometric analysis, the most relevant research in a particular field can be provided and the newest research trends can be identified. This study will provide a detailed overview of the evolution of relevant literature and the status of CE research over the past 15 years by using VOSviewer software for creating, visualizing, and exploring bibliometric maps of science. The concept of CE emerged in the marketing literature around 2005 followed by an increased number of research conducted in various contexts and fields, from customer and firm perspectives, etc., linking customer engagement to different marketing concepts such as customer satisfaction. Additionally, some of the researchers conceptualized customer engagement as a behavioral concept whereas others conceptualized it as a psychological concept. Based on the need for further clarification of this concept, a systematic review through bibliometric analysis was conducted and the results of descriptive analysis (distribution of articles by year, top five journals based on the number of published articles, top ten most cited articles, and country co-authorship network visualization) are presented. Additionally, the results from keywords co-occurrence analysis based on text mining in the abstracts are shown. Moreover, a machine learning algorithm for logistic regression in Power BI Desktop was performed to identify independent variables associated with greater citations of CE research. The results of the performed bibliometric analysis can be used by marketing scholars as a basis for future CE research. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Experience Economy in Cultural Institutions: Arousal to Customer Loyalty(2024-12); ; Purpose The present research, which builds upon Pine and Gilmore's (1999) experience economy framework, aims to investigate the relationship between the four dimensions of the experience economy - education, entertainment, escapism, and esthetics - and their impact on arousal and customer loyalty. Certain industries are growing significantly in today's global economy due to the rising demand for experiential consumption (Oh et al., 2007). This trend reflects a shift towards an experience-driven economy, where consumers prioritize unique experiences over traditional products and services (Pine and Gilmore, 1999; Oh et al., 2007) a prerequisite for competitive advantage in the event industry (Manthiou et al., 2011). Research on the experience economy highlights its four key dimensions: education, entertainment, escapism, and esthetics. The literature on arousal's impact on loyalty in the experience economy reveals several significant findings. The experience economy dimensions significantly influence consumer arousal and loyalty (Alan et al., 2016; Girish and Chen, 2017; Brzovska et al., 2020). Moreover, Kastenholz et al. (2017) extended this framework to rural tourism, demonstrating that the esthetic dimension strongly influences arousal and satisfaction, which are critical for loyalty. Their findings align with Pine and Gilmore's (1999) assertion that creating memorable and engaging experiences is crucial for competitive advantage. Quadri-Felitti and Fiore (2013) examined wine tourism, concluding that the esthetic dimension of the experience economy is the most influential in creating positive memories and destination loyalty. Manthiou et al. (2014) also investigated the experience economy four-dimensional concept when it comes to memory vividness and loyalty at festivals, and their results show that entertainment and esthetics significantly impact loyalty, emphasizing the need for memorable experiences. Alan et al. (2016) found that cognitive assessments and emotional responses, including arousal, play crucial roles in shaping store loyalty in retail settings. Their study suggests that positive emotional arousal, directly and indirectly, affects consumer loyalty. Finally, Girish and Chen (2017) demonstrated that arousal significantly influences satisfaction and loyalty in festival contexts, highlighting the importance of creating authentic and engaging experiences to foster attendee loyalty. Brzovska et al. (2020) found that educational and esthetic experiences positively impact arousal and memory in the wine industry. Another study by Brzovska et al. (2023) also explores how the dimensions of Pine and Gilmore's experience economy (education, entertainment, escapism, and esthetics) affect consumer loyalty in cultural institutions. The research reveals that esthetics and entertainment significantly enhance memory, boosting loyalty, and education and escapism contribute to the overall experience (Brzovska et al., 2023). These studies collectively underscore the pivotal role of arousal and emotional engagement in enhancing customer loyalty across various sectors. By understanding how these dimensions influence consumer behavior, businesses can better design and market their experiences to build stronger customer relationships. Based on this we propose the following hypotheses: H1: Education has a positive influence on the arousal of visitors to cultural institution events. H2: Entertainment has a positive influence on the arousal of visitors to cultural institution events. H3: Esthetics has a positive influence on the arousal of visitors to cultural institution events. H4: Escapism has a positive influence on the arousal of visitors to cultural institution events. H5: The arousal of visitors to cultural institution events has a positive influence on their loyalty toward the institution. Design/methodology/approach To conduct this study, an online survey was conducted using snowball sampling, yielding 224 responses. After screening the data, 222 responses were deemed valid. The survey questionnaire measured respondents’ perceptions of the four experiential dimensions, arousal, and loyalty to a specific cultural institution. Structural equation modeling (SEM) was used to analyze the data and determine the strength and direction of the relationships between the variables. SEM combines factor analysis and multiple regression to examine measurement and structural model components (Hair et al., 2006). Using a two-stage approach (Anderson and Gerbing, 1988), confirmatory factor analysis (CFA) validated the measurement model and assessed the structural model to examine hypothesized relationships. The standardized regression coefficients and estimates of the hypothesized relationships are presented in Table 1. Findings Based on data presented in Table 1 we can conclude that four out of five hypotheses are supported, as indicated by the p-value at a significance level of 0.05. The study results indicate that the relationship between arousal and customer loyalty is positive and the strongest in the model, resulting in accepting H5. Regarding the relationships between the four experiential dimensions and arousal, it is evident that esthetics has the strongest positive impact (H3 is confirmed), followed by entertainment (H2 is confirmed). H4 is also confirmed meaning escapism has also a significant impact on arousal, while education is not significantly related to arousal (H1 is rejected). These findings indicate that prioritizing visually appealing and aesthetically pleasing experiences that are entertaining can boost arousal and, in turn, foster loyalty. The study also emphasizes the significance of crafting engaging and entertaining experiences to stimulate arousal in consumers. Originality/value This study contributes to the existing literature on the experience economy by providing empirical evidence of the relationships between different experiential dimensions and consumer behavior. The findings highlight the pivotal role of esthetics, entertainment, and escapism in enhancing visitor arousal within cultural institutions, which subsequently fosters customer loyalty. Esthetics was found to be the most important factor influencing arousal. This means that attractive environments deeply engage visitors' senses and emotions. This finding agrees with Quadri-Felitti and Fiore (2013), who concluded that esthetics is crucial for creating positive memories and building loyalty in wine tourism. Similarly, Manthiou et al. (2014) discovered that esthetics significantly affects how vividly people remember festivals and their loyalty to them, highlighting the importance of creating memorable experiences. Entertainment also had a strong positive effect on arousal. This supports the findings of Manthiou et al. (2014), who showed that entertainment significantly boosts loyalty by enhancing visitor experiences. Escapism also positively influenced arousal, although not as strongly as esthetics and entertainment. This aligns with Girish and Chen (2017), who found that escapism contributes to genuine and engaging experiences, which in turn increase attendee satisfaction and loyalty in festival settings. Education did not have a significant effect on arousal, which was unexpected. This differs from studies like Kastenholz et al. (2017), who found that educational experiences do influence arousal and satisfaction in rural tourism. Furthermore, this suggests that in cultural institutions, simply providing information or learning opportunities might not create strong emotional responses that lead to loyalty. It highlights the need to combine educational content with esthetic and entertaining elements to enhance its impact. This idea aligns with Brzovska et al. (2020), who discovered that educational and esthetic experiences positively affect arousal and memory. The originality of this study lies in its focus on cultural institutions and events, areas that have been largely overlooked in prior research in the context of the experience economy, which has predominantly concentrated on tourism and wine tourism settings, with limited attention to its implications for cultural institutions or events (Oh et al., 2007; Kastenholz et al., 2017; Brzovska et al., 2020; Quadri-Felitti and Fiore, 2012; Mehmetoglu and Engen, 2011; Manthiou et al., 2011; Manthiou et al., 2014). By identifying which dimensions have the most significant impact on arousal and loyalty, businesses can optimize their experiential offerings better to meet the needs and preferences of their target audience. This research provides valuable insights for marketers and businesses aiming to create engaging experiences that enhance arousal and drive customer loyalty in cultural institutions. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, INCREASING CUSTOMERS’ BRAND AWARENESS WITH INFLUENCER MARKETING: A FOCUS ON INSTAGRAM(International Scientific Conference Economic and Social Development, 2021-12-02); As social media marketing is becoming an advantage for companies, they are increasingly investing in influencer marketing i.e. digital influencers to endorse their brands. Digital influencers are ordinary people that generate a base of followers by creating and posting content with an expertise in a certain area. They monetize their base by endorsing brands for a fee. This study examines social media users’ involvement in Instagram influencer following and their perceived trust in Instagram influencer branded content with the aim to determine how they affect customer’s brand awareness. For the purposes of the research study an online questionnaire was sent to Instagram users in the Republic of North Macedonia using the non-probabilistic purposive sampling method. The multiple linear regression method was applied to a set of effective 77 responses, using the statistical software SPSS to test hypotheses. The results indicate that involvement in Instagram influencer following positively affects customer’s brand awareness. This study is the first, as known by the authors, to examine the effect of involvement and perceived trust on customer’s brand awareness with the focus on Instagram. This study is also the first, as known by the authors, to examine the direct effect of involvement and perceived trust on brand awareness, as opposed to their mediating role being already analyzed in the literature. At the end of the study, conclusions along with theoretical contributions and practical implications, are given. Especially important are the recommendations given for companies and their marketing departments regarding influencer marketing activities on Instagram when it comes to improving customer’s awareness of the existence of their brand.