Afnan Hossain - Academia.edu (original) (raw)

Papers by Afnan Hossain

Research paper thumbnail of They Learn from Home: The Effectiveness of Deschooled Learning on Mental Health and Behavior of Students during COVID-19 in Bangladesh

Background: In the age of extreme importance of schooling education, deschooled learning has rece... more Background: In the age of extreme importance of schooling education, deschooled learning has received less importance. The purpose of this study is to explore deschooled learning and its effectiveness on preventive behaviors and mental health conditions of students in Bangladesh.Methods: This study was designed following the quantitative method, and 1,085 responses were collected from social media platforms, using the snowball sampling technique. Binary logistic regression was used to measure and infer the proposed association.Results: As per fully-adjusted regression models, the individuals who had more deschooled learning were 1.667 times (95% CI= 1.191, 2.332; P= 0.01) and 1.426 times (95% CI= 1.038, 1.958; P= 0.05) more likely to prevent contact from symptomatic and asymptomatic carriers, respectively. Moreover, the persons with higher deschooled learning were more likely to have better mental health conditions including less fear (B= -0.462; 95% CI= -0.955, 0.030; P= 0.1), lowe...

Research paper thumbnail of Marketing analytics capability, artificial intelligence adoption, and firms' competitive advantage: Evidence from the manufacturing industry

Industrial Marketing Management

Research paper thumbnail of He hurts her womb: Physical-sexual violence and pregnancy complications among women in Afghanistan

Health Promotion Perspectives, 2021

Background: Though some studies show the association between intimate partner violence and pregna... more Background: Though some studies show the association between intimate partner violence and pregnancy complications in developed countries, the association remains understudied in less developed and low-income settings. This study examines the association of physical and sexual violence with pregnancy complications among women in Afghanistan. Methods: This study used the data from the 2015 Afghanistan Demographic and Health Survey (AfDHS). The analysis included 7229 women aged between 15 and 49 and used logistic regression to show the association of physical and sexual violence with pregnancy compilations. The analysis controlled for some potential variables and followed complex survey design factors such as strata, clusters, and survey weights. Results: Fully adjusted regression model shows that the women who experienced physical violence were 21% (adjusted odds ratio [OR]=1.21; confidence interval [CI]=0.98, 1.50; P<0.1) more likely to endure pregnancy complications compared to ...

Research paper thumbnail of How does remote analytics empowerment capability payoff in the emerging industrial revolution?

Journal of Business Research, 2022

Research paper thumbnail of Value co-creation on a shared healthcare platform: Impact on service innovation, perceived value and patient welfare

Journal of Business Research, 2022

Research paper thumbnail of They Learn from Home: Deschooled Learning, Preventive Behavior, and Mental Health of Students during COVID-19 Lockdown in Bangladesh

Background: In the age of extreme importance of schooling education, deschooled learning has rece... more Background: In the age of extreme importance of schooling education, deschooled learning has received less importance. The purpose of this study is to explore deschooled learning and its effectiveness on preventive behaviors and mental health conditions of students in Bangladesh.Methods: This study was designed following the quantitative method, and 1,085 responses were collected from social media platforms, using the snowball sampling technique. Binary logistic regression was used to measure and infer the proposed association.Results: As per fully-adjusted regression models, the individuals who had more deschooled learning were 1.667 times (95% CI= 1.191, 2.332; P= 0.01) and 1.426 times (95% CI= 1.038, 1.958; P= 0.05) more likely to prevent contact from symptomatic and asymptomatic carriers, respectively. Moreover, the persons with higher deschooled learning were more likely to have better mental health conditions including less fear (B= -0.462; 95% CI= -0.955, 0.030; P= 0.1), lowe...

Research paper thumbnail of Goodwill Automotive: Taking Light Engineering from Survival Mode to Sustainable

Research paper thumbnail of How does value co-creation transform quality of life at the bottom of the pyramid?

Journal of Marketing Management, 2021

ABSTRACT Value co-creation (VCC) has gained momentum in recent years due to the dramatic growth o... more ABSTRACT Value co-creation (VCC) has gained momentum in recent years due to the dramatic growth of digital technology. There is an ever-growing surge in academia and industry to understand the dimensions and outcomes of VCC through various digital platforms. However, there is sparse literature on VCC in the bottom of the pyramid (BoP) context, especially for technology-driven healthcare. Drawing on the service-dominant (S-D) logic and consumer culture theory (CCT), this research develops and validates a VCC model in the context of mobile healthcare for poor patients at the BoP. The findings identify VCC as a hierarchical construct that has a direct and indirect impact on continuance intentions and patient’s quality of life (QOLI) in which empowerment plays a mediating role. The authors discuss the implications for advancing VCC research and recommend avenues for linking it with economic (continuance) and social benefits (i.e. QOLI).

Research paper thumbnail of Avoidance behaviour towards using pirated software: testing a seven-component model on SME employees

Information Technology & People, 2021

PurposeThis research aims to develop and test a conceptual model for shaping small and medium ent... more PurposeThis research aims to develop and test a conceptual model for shaping small and medium enterprise (SME) employees' avoidance behaviour towards using pirated software. The model specifies the components of morality, spirituality, emotional intelligence and ethical values that influence employees' avoidance behaviour towards using pirated software.Design/methodology/approachA conceptual framework was developed and tested on the basis of information technology and management literature by using data from 275 influential and active employees of SMEs. Data were collected via a survey and analysed through covariance-based structural equation modeling (CB-SEM).FindingsIn the context of SMEs, employees' avoidance behaviour towards using pirated software is motivated by significant moral antecedents. Moral equity and judgement significantly influence employees' avoidance behaviour towards using pirated software when moral emotion mediates such a relationship. In additi...

Research paper thumbnail of Big data-driven strategic orientation in international marketing

International Marketing Review, 2021

PurposeBig data is one of the most demanding topics in contemporary marketing research. Despite i... more PurposeBig data is one of the most demanding topics in contemporary marketing research. Despite its importance, the big data-based strategic orientation in international marketing is yet to be formed conceptually. Thus, the purpose of this study is to systematically review and propose a holistic framework on big data-based strategic orientation for firms in international markets to attain a sustained firm performance.Design/methodology/approachThe study employed a systematic literature review to synthesize research rigorously. Initially, 2,242 articles were identified from the selective databases, and 45 papers were finally reported as most relevant to propose an integrative conceptual framework.FindingsThe findings of the systematic literature review revealed data-evolving, and data-driven strategic orientations are essential for performing international marketing activities that contain three primary orientations such as (1) international digital platform orientation, (2) internat...

Research paper thumbnail of Awareness on climate change: perceived physical and psychological impact among the young generation. Least developing country's perspective

Interdisciplinary Environmental Review, 2018

Climate change is a crucial issue of global concern. The causes, consequences, and mitigation pol... more Climate change is a crucial issue of global concern. The causes, consequences, and mitigation policies of climate change in developed countries are well researched. However, research regarding climate change awareness and its impact on human health in developing countries is scarce. Therefore, the purpose of this paper is to investigate the awareness of climate change in aspects of perceived physical and psychological impact among the young generation of Bangladesh. A survey of 263 university students (both public and private) from undergraduate and postgraduate level were involved directly in this research and applied multiple regression analysis. The results indicated young generations are aware of perceived physical impact due to climate change. However, majority portion of the young citizens (in Bangladesh) are unaware of the impact of perceived psychological issues affecting overall individual behaviour (due to the effect of climate change). The findings of this research may le...

Research paper thumbnail of COVID-19 vaccine demand, hesitancy, and nationalism: a case of protection motivation behavior in Bangladesh

The Journal of Infection in Developing Countries, 2021

Introduction: Immunization, as a process of fighting against the COVID-19, has gained important r... more Introduction: Immunization, as a process of fighting against the COVID-19, has gained important research appeal, but very limited endeavor has been paid for vaccine behavioral studies in underdeveloped and developing countries. This study explores the vaccine demand, hesitancy, and nationalism as well as vaccine acceptance and domestic vaccine preference among young adults in Bangladesh. Methodology: This quantitative study followed the snowball sampling technique and collected responses from 1,018 individuals from various social media platforms. The analysis covered both descriptive and inferential statistics including chi-square, F-statistic, and logistic regression. Results: The findings of the fully-adjusted regression model suggest that the individuals who had more vaccine demand were 3.29 times (95% confidence interval = 2.39-4.54; p < 0.001) higher to accept vaccine compared to those who had no vaccine demand. Conversely, vaccine hesitancy was negatively associated with va...

Research paper thumbnail of Role of enterprise information system management in enhancing firms competitive performance towards achieving SDGs during and after COVID-19 pandemic

Journal of Enterprise Information Management, 2021

PurposeThis study aims to investigate the impact of firms' information system management capa... more PurposeThis study aims to investigate the impact of firms' information system management capabilities on competitive performance for achieving sustainable development goals (SDGs). It also examines the moderating effects of multi-sensory stimuli capability on firms' competitive performance.Design/methodology/approachDrawing upon the resource base and dynamic capability view as the overarching theoretical framework, this research conducted an empirical study among manufacturing and services enterprise employees. This study applied multiple cross-sectional surveys for data collection. A total of 241 usable data were obtained and explained through structural equation modelling (SEM).FindingsThe statistical results explore that variables under their respective direct relationship are positively and significantly influence. Interestingly, firms information system management capability has a relatively large magnitude of positive and direct effects on the competitive performance o...

Research paper thumbnail of Customer Analytics Capabilities in the Big Data Spectrum

Technological Innovations for Sustainability and Business Growth, 2020

Customer analytics plays a vital role in generating insights from big data to improve service inn... more Customer analytics plays a vital role in generating insights from big data to improve service innovation, product development, personalization, and managerial decision-making; yet, no academic study has investigated customer analytics capability through which it is possible to achieve sustainable business growth. To close this gap, this chapter explores the constructs of the customer analytics capability by drawing on a systematic review of the literature in the big data spectrum. The chapter's interpretive framework portrays a definitional aspect of customer analytics, the importance of customer analytics, and customer analytics capability constructs. The study proposes a customer analytics capability model, which consists of four principal constructs and some important sub-constructs. The chapter briefly discusses the challenges and future research direction for developing the customer analytics capability model in the data rich competitive business environment.

Research paper thumbnail of An integrative model of consumer-based heritage destination brand equity

Tourism Review, 2020

Purpose This study aims to examine tourists’ heritage brand experience (HBE), cultural intelligen... more Purpose This study aims to examine tourists’ heritage brand experience (HBE), cultural intelligence and destination loyalty and test whether these have an impact on the formation of consumer-based heritage destination brand equity (CBHDE). The mediating role of heritage destination loyalty (HDL) in this relationship was also examined. Design/methodology/approach The data used in the current study was collected from different heritage tourist destinations by using the survey questionnaire method. The proposed conceptual model was tested by applying structural equation modelling (SEM). Findings The SEM results reveal that tourists’ HBE, cultural intelligence and destination brand loyalty are positively related to CBHDE, thus implying the impact of these influences on CBHDE, which is mediated by heritage destination brand loyalty. Practical implications The results suggest that organizations operating in the heritage tourism and hospitality industry should pay greater attention to tour...

Research paper thumbnail of Does marketing analytics capability boost firms' competitive marketing performance in data-rich business environment?

Journal of Enterprise Information Management, 2021

PurposeFew well-documented studies have explained the importance of researching firms' market... more PurposeFew well-documented studies have explained the importance of researching firms' marketing analytics capability (FMAC). In spite of its significance, there is scant attention to conceptualising and empirically investigating FMAC and its consequences in a data-driven business context. Thus, this study aims to develop and test a conceptual model that relates FMAC and its repercussions in the data-rich business environment.Design/methodology/approachThis study analysed the data from 250 managers amongst large and medium-sized manufacturing and service-intensive firms. Furthermore, this research performed an empirical study by using operationalised questionnaire survey method to verify the hypotheses and reach its theoretical and managerial implications. Structural equation modelling with maximum-likelihood estimation method was applied to verify the validity of the proposed research model.FindingsMultivariate analysis results show that FMAC significantly influences firms'...

Research paper thumbnail of Why doesn't our value creation payoff: Unpacking customer analytics-driven value creation capability to sustain competitive advantage

Journal of Business Research, 2021

Abstract Advancing value creation has gained momentum in recent years due to the dramatic growth ... more Abstract Advancing value creation has gained momentum in recent years due to the dramatic growth of data-driven marketing analytics. As such, there is an ever-growing surge both in academia and industry to understand data-driven value creation. In particular, customers' data exhibit a new pathway of value creation by deploying customer analytics. Despite the strategic importance, there is limited attention to develop and examine the customer analytics-driven value creation capability (CAVCC). Drawing on the resource-based view capability, knowledge-based view, and market orientation, this current research develops and validates a hierarchical model on CAVCC in the big data analytics spectrum. The findings identify the direct and indirect impact on sustained competitive advantage in which customer linking plays a mediating role. The paper discusses key theoretical and practical contributions, along with future research directions.

Research paper thumbnail of Optimizing competitive performance of service firms in data-rich environment

Journal of Service Theory and Practice, 2020

PurposeThe marketing information system (MkIS) in the data-rich business environment receives all... more PurposeThe marketing information system (MkIS) in the data-rich business environment receives all the attention these days, but as essential and perhaps even more essential is the marketing information system management capability (MkISMC). Although many service firms apprehend the return from MkIS, others clearly struggle. It seems that MkIS management capability dynamics and their direct/indirect holistic influence on service firm's competitive performance (SFCP) are unsolved in the current data-driven service economy. This study aims to conceptualize a model and test the antecedents on service firms' competitive performance.Design/methodology/approachThis study utilizes a survey of a sizeable sample of service firms’ managers at the firm level. A total of 250 useable responses were obtained and analyzed through structural equation modeling.FindingsResults reveal that variables under their respective direct influences are positively and significantly related. Interestingly...

Research paper thumbnail of Revisiting customer analytics capability for data-driven retailing

Journal of Retailing and Consumer Services, 2020

Customer analytics is one of the most dominant strategic weapons in today's competitive retail en... more Customer analytics is one of the most dominant strategic weapons in today's competitive retail environment. In spite of its strategic importance, there is scant attention to investigating customer analytics capabilities in the retail context. Drawing on a systematic literature review and thematic analysis, this study proposes a multidimensional customer analytics capability model by identifying relevant dimensions and sub-dimensions in retail settings. The principal contribution of this study is that the model links a customer analytics perspective to a resource-based view (RBV)-capability of the retailers by proposing six customer analytics capability dimensions and twelve sub-dimensions in the spectrum of market orientation and technology orientation. The customer analytics capability dimensions depict three crucial themes of marketing, such as value creation (offering capability and personalization capability), value delivery (distribution capability and communication capability), and value management (data management capability and data protection capability). By incorporating this capability dimensions, practitioners will likely be able to engage customers and enhance customer equity.

Research paper thumbnail of Millennials’ purchasing behavior toward fashion clothing brands: influence of brand awareness and brand schematicity

Journal of Fashion Marketing and Management: An International Journal, 2020

PurposeThe purpose of this research is to investigate the millennial consumers’ purchasing behavi... more PurposeThe purpose of this research is to investigate the millennial consumers’ purchasing behavior of fashion clothing brands in the spectrum of brand awareness, brand schematicity with brand consciousness and brand nationality. This study mainly considered the millennial consumers as they are the most dynamic and discerning segment when choosing a distinct fashion brand.Design/methodology/approachThe study uses a well-structured questionnaire developed and distributed to 266 millennial respondents using shoping malls and university campus intercept methods. Data were analyzed by applying the structural equation modeling.FindingsThe results show that brand awareness has a mediating effect on the millennials’ purchasing behavior toward fashion clothing brands. The study also confirms the active moderation role of brand schematicity on the purchasing behavior toward fashion clothing brands.Practical implicationsBased on these findings, the fashion clothing retailers should aim to max...

Research paper thumbnail of They Learn from Home: The Effectiveness of Deschooled Learning on Mental Health and Behavior of Students during COVID-19 in Bangladesh

Background: In the age of extreme importance of schooling education, deschooled learning has rece... more Background: In the age of extreme importance of schooling education, deschooled learning has received less importance. The purpose of this study is to explore deschooled learning and its effectiveness on preventive behaviors and mental health conditions of students in Bangladesh.Methods: This study was designed following the quantitative method, and 1,085 responses were collected from social media platforms, using the snowball sampling technique. Binary logistic regression was used to measure and infer the proposed association.Results: As per fully-adjusted regression models, the individuals who had more deschooled learning were 1.667 times (95% CI= 1.191, 2.332; P= 0.01) and 1.426 times (95% CI= 1.038, 1.958; P= 0.05) more likely to prevent contact from symptomatic and asymptomatic carriers, respectively. Moreover, the persons with higher deschooled learning were more likely to have better mental health conditions including less fear (B= -0.462; 95% CI= -0.955, 0.030; P= 0.1), lowe...

Research paper thumbnail of Marketing analytics capability, artificial intelligence adoption, and firms' competitive advantage: Evidence from the manufacturing industry

Industrial Marketing Management

Research paper thumbnail of He hurts her womb: Physical-sexual violence and pregnancy complications among women in Afghanistan

Health Promotion Perspectives, 2021

Background: Though some studies show the association between intimate partner violence and pregna... more Background: Though some studies show the association between intimate partner violence and pregnancy complications in developed countries, the association remains understudied in less developed and low-income settings. This study examines the association of physical and sexual violence with pregnancy complications among women in Afghanistan. Methods: This study used the data from the 2015 Afghanistan Demographic and Health Survey (AfDHS). The analysis included 7229 women aged between 15 and 49 and used logistic regression to show the association of physical and sexual violence with pregnancy compilations. The analysis controlled for some potential variables and followed complex survey design factors such as strata, clusters, and survey weights. Results: Fully adjusted regression model shows that the women who experienced physical violence were 21% (adjusted odds ratio [OR]=1.21; confidence interval [CI]=0.98, 1.50; P<0.1) more likely to endure pregnancy complications compared to ...

Research paper thumbnail of How does remote analytics empowerment capability payoff in the emerging industrial revolution?

Journal of Business Research, 2022

Research paper thumbnail of Value co-creation on a shared healthcare platform: Impact on service innovation, perceived value and patient welfare

Journal of Business Research, 2022

Research paper thumbnail of They Learn from Home: Deschooled Learning, Preventive Behavior, and Mental Health of Students during COVID-19 Lockdown in Bangladesh

Background: In the age of extreme importance of schooling education, deschooled learning has rece... more Background: In the age of extreme importance of schooling education, deschooled learning has received less importance. The purpose of this study is to explore deschooled learning and its effectiveness on preventive behaviors and mental health conditions of students in Bangladesh.Methods: This study was designed following the quantitative method, and 1,085 responses were collected from social media platforms, using the snowball sampling technique. Binary logistic regression was used to measure and infer the proposed association.Results: As per fully-adjusted regression models, the individuals who had more deschooled learning were 1.667 times (95% CI= 1.191, 2.332; P= 0.01) and 1.426 times (95% CI= 1.038, 1.958; P= 0.05) more likely to prevent contact from symptomatic and asymptomatic carriers, respectively. Moreover, the persons with higher deschooled learning were more likely to have better mental health conditions including less fear (B= -0.462; 95% CI= -0.955, 0.030; P= 0.1), lowe...

Research paper thumbnail of Goodwill Automotive: Taking Light Engineering from Survival Mode to Sustainable

Research paper thumbnail of How does value co-creation transform quality of life at the bottom of the pyramid?

Journal of Marketing Management, 2021

ABSTRACT Value co-creation (VCC) has gained momentum in recent years due to the dramatic growth o... more ABSTRACT Value co-creation (VCC) has gained momentum in recent years due to the dramatic growth of digital technology. There is an ever-growing surge in academia and industry to understand the dimensions and outcomes of VCC through various digital platforms. However, there is sparse literature on VCC in the bottom of the pyramid (BoP) context, especially for technology-driven healthcare. Drawing on the service-dominant (S-D) logic and consumer culture theory (CCT), this research develops and validates a VCC model in the context of mobile healthcare for poor patients at the BoP. The findings identify VCC as a hierarchical construct that has a direct and indirect impact on continuance intentions and patient’s quality of life (QOLI) in which empowerment plays a mediating role. The authors discuss the implications for advancing VCC research and recommend avenues for linking it with economic (continuance) and social benefits (i.e. QOLI).

Research paper thumbnail of Avoidance behaviour towards using pirated software: testing a seven-component model on SME employees

Information Technology & People, 2021

PurposeThis research aims to develop and test a conceptual model for shaping small and medium ent... more PurposeThis research aims to develop and test a conceptual model for shaping small and medium enterprise (SME) employees' avoidance behaviour towards using pirated software. The model specifies the components of morality, spirituality, emotional intelligence and ethical values that influence employees' avoidance behaviour towards using pirated software.Design/methodology/approachA conceptual framework was developed and tested on the basis of information technology and management literature by using data from 275 influential and active employees of SMEs. Data were collected via a survey and analysed through covariance-based structural equation modeling (CB-SEM).FindingsIn the context of SMEs, employees' avoidance behaviour towards using pirated software is motivated by significant moral antecedents. Moral equity and judgement significantly influence employees' avoidance behaviour towards using pirated software when moral emotion mediates such a relationship. In additi...

Research paper thumbnail of Big data-driven strategic orientation in international marketing

International Marketing Review, 2021

PurposeBig data is one of the most demanding topics in contemporary marketing research. Despite i... more PurposeBig data is one of the most demanding topics in contemporary marketing research. Despite its importance, the big data-based strategic orientation in international marketing is yet to be formed conceptually. Thus, the purpose of this study is to systematically review and propose a holistic framework on big data-based strategic orientation for firms in international markets to attain a sustained firm performance.Design/methodology/approachThe study employed a systematic literature review to synthesize research rigorously. Initially, 2,242 articles were identified from the selective databases, and 45 papers were finally reported as most relevant to propose an integrative conceptual framework.FindingsThe findings of the systematic literature review revealed data-evolving, and data-driven strategic orientations are essential for performing international marketing activities that contain three primary orientations such as (1) international digital platform orientation, (2) internat...

Research paper thumbnail of Awareness on climate change: perceived physical and psychological impact among the young generation. Least developing country's perspective

Interdisciplinary Environmental Review, 2018

Climate change is a crucial issue of global concern. The causes, consequences, and mitigation pol... more Climate change is a crucial issue of global concern. The causes, consequences, and mitigation policies of climate change in developed countries are well researched. However, research regarding climate change awareness and its impact on human health in developing countries is scarce. Therefore, the purpose of this paper is to investigate the awareness of climate change in aspects of perceived physical and psychological impact among the young generation of Bangladesh. A survey of 263 university students (both public and private) from undergraduate and postgraduate level were involved directly in this research and applied multiple regression analysis. The results indicated young generations are aware of perceived physical impact due to climate change. However, majority portion of the young citizens (in Bangladesh) are unaware of the impact of perceived psychological issues affecting overall individual behaviour (due to the effect of climate change). The findings of this research may le...

Research paper thumbnail of COVID-19 vaccine demand, hesitancy, and nationalism: a case of protection motivation behavior in Bangladesh

The Journal of Infection in Developing Countries, 2021

Introduction: Immunization, as a process of fighting against the COVID-19, has gained important r... more Introduction: Immunization, as a process of fighting against the COVID-19, has gained important research appeal, but very limited endeavor has been paid for vaccine behavioral studies in underdeveloped and developing countries. This study explores the vaccine demand, hesitancy, and nationalism as well as vaccine acceptance and domestic vaccine preference among young adults in Bangladesh. Methodology: This quantitative study followed the snowball sampling technique and collected responses from 1,018 individuals from various social media platforms. The analysis covered both descriptive and inferential statistics including chi-square, F-statistic, and logistic regression. Results: The findings of the fully-adjusted regression model suggest that the individuals who had more vaccine demand were 3.29 times (95% confidence interval = 2.39-4.54; p < 0.001) higher to accept vaccine compared to those who had no vaccine demand. Conversely, vaccine hesitancy was negatively associated with va...

Research paper thumbnail of Role of enterprise information system management in enhancing firms competitive performance towards achieving SDGs during and after COVID-19 pandemic

Journal of Enterprise Information Management, 2021

PurposeThis study aims to investigate the impact of firms' information system management capa... more PurposeThis study aims to investigate the impact of firms' information system management capabilities on competitive performance for achieving sustainable development goals (SDGs). It also examines the moderating effects of multi-sensory stimuli capability on firms' competitive performance.Design/methodology/approachDrawing upon the resource base and dynamic capability view as the overarching theoretical framework, this research conducted an empirical study among manufacturing and services enterprise employees. This study applied multiple cross-sectional surveys for data collection. A total of 241 usable data were obtained and explained through structural equation modelling (SEM).FindingsThe statistical results explore that variables under their respective direct relationship are positively and significantly influence. Interestingly, firms information system management capability has a relatively large magnitude of positive and direct effects on the competitive performance o...

Research paper thumbnail of Customer Analytics Capabilities in the Big Data Spectrum

Technological Innovations for Sustainability and Business Growth, 2020

Customer analytics plays a vital role in generating insights from big data to improve service inn... more Customer analytics plays a vital role in generating insights from big data to improve service innovation, product development, personalization, and managerial decision-making; yet, no academic study has investigated customer analytics capability through which it is possible to achieve sustainable business growth. To close this gap, this chapter explores the constructs of the customer analytics capability by drawing on a systematic review of the literature in the big data spectrum. The chapter's interpretive framework portrays a definitional aspect of customer analytics, the importance of customer analytics, and customer analytics capability constructs. The study proposes a customer analytics capability model, which consists of four principal constructs and some important sub-constructs. The chapter briefly discusses the challenges and future research direction for developing the customer analytics capability model in the data rich competitive business environment.

Research paper thumbnail of An integrative model of consumer-based heritage destination brand equity

Tourism Review, 2020

Purpose This study aims to examine tourists’ heritage brand experience (HBE), cultural intelligen... more Purpose This study aims to examine tourists’ heritage brand experience (HBE), cultural intelligence and destination loyalty and test whether these have an impact on the formation of consumer-based heritage destination brand equity (CBHDE). The mediating role of heritage destination loyalty (HDL) in this relationship was also examined. Design/methodology/approach The data used in the current study was collected from different heritage tourist destinations by using the survey questionnaire method. The proposed conceptual model was tested by applying structural equation modelling (SEM). Findings The SEM results reveal that tourists’ HBE, cultural intelligence and destination brand loyalty are positively related to CBHDE, thus implying the impact of these influences on CBHDE, which is mediated by heritage destination brand loyalty. Practical implications The results suggest that organizations operating in the heritage tourism and hospitality industry should pay greater attention to tour...

Research paper thumbnail of Does marketing analytics capability boost firms' competitive marketing performance in data-rich business environment?

Journal of Enterprise Information Management, 2021

PurposeFew well-documented studies have explained the importance of researching firms' market... more PurposeFew well-documented studies have explained the importance of researching firms' marketing analytics capability (FMAC). In spite of its significance, there is scant attention to conceptualising and empirically investigating FMAC and its consequences in a data-driven business context. Thus, this study aims to develop and test a conceptual model that relates FMAC and its repercussions in the data-rich business environment.Design/methodology/approachThis study analysed the data from 250 managers amongst large and medium-sized manufacturing and service-intensive firms. Furthermore, this research performed an empirical study by using operationalised questionnaire survey method to verify the hypotheses and reach its theoretical and managerial implications. Structural equation modelling with maximum-likelihood estimation method was applied to verify the validity of the proposed research model.FindingsMultivariate analysis results show that FMAC significantly influences firms'...

Research paper thumbnail of Why doesn't our value creation payoff: Unpacking customer analytics-driven value creation capability to sustain competitive advantage

Journal of Business Research, 2021

Abstract Advancing value creation has gained momentum in recent years due to the dramatic growth ... more Abstract Advancing value creation has gained momentum in recent years due to the dramatic growth of data-driven marketing analytics. As such, there is an ever-growing surge both in academia and industry to understand data-driven value creation. In particular, customers' data exhibit a new pathway of value creation by deploying customer analytics. Despite the strategic importance, there is limited attention to develop and examine the customer analytics-driven value creation capability (CAVCC). Drawing on the resource-based view capability, knowledge-based view, and market orientation, this current research develops and validates a hierarchical model on CAVCC in the big data analytics spectrum. The findings identify the direct and indirect impact on sustained competitive advantage in which customer linking plays a mediating role. The paper discusses key theoretical and practical contributions, along with future research directions.

Research paper thumbnail of Optimizing competitive performance of service firms in data-rich environment

Journal of Service Theory and Practice, 2020

PurposeThe marketing information system (MkIS) in the data-rich business environment receives all... more PurposeThe marketing information system (MkIS) in the data-rich business environment receives all the attention these days, but as essential and perhaps even more essential is the marketing information system management capability (MkISMC). Although many service firms apprehend the return from MkIS, others clearly struggle. It seems that MkIS management capability dynamics and their direct/indirect holistic influence on service firm's competitive performance (SFCP) are unsolved in the current data-driven service economy. This study aims to conceptualize a model and test the antecedents on service firms' competitive performance.Design/methodology/approachThis study utilizes a survey of a sizeable sample of service firms’ managers at the firm level. A total of 250 useable responses were obtained and analyzed through structural equation modeling.FindingsResults reveal that variables under their respective direct influences are positively and significantly related. Interestingly...

Research paper thumbnail of Revisiting customer analytics capability for data-driven retailing

Journal of Retailing and Consumer Services, 2020

Customer analytics is one of the most dominant strategic weapons in today's competitive retail en... more Customer analytics is one of the most dominant strategic weapons in today's competitive retail environment. In spite of its strategic importance, there is scant attention to investigating customer analytics capabilities in the retail context. Drawing on a systematic literature review and thematic analysis, this study proposes a multidimensional customer analytics capability model by identifying relevant dimensions and sub-dimensions in retail settings. The principal contribution of this study is that the model links a customer analytics perspective to a resource-based view (RBV)-capability of the retailers by proposing six customer analytics capability dimensions and twelve sub-dimensions in the spectrum of market orientation and technology orientation. The customer analytics capability dimensions depict three crucial themes of marketing, such as value creation (offering capability and personalization capability), value delivery (distribution capability and communication capability), and value management (data management capability and data protection capability). By incorporating this capability dimensions, practitioners will likely be able to engage customers and enhance customer equity.

Research paper thumbnail of Millennials’ purchasing behavior toward fashion clothing brands: influence of brand awareness and brand schematicity

Journal of Fashion Marketing and Management: An International Journal, 2020

PurposeThe purpose of this research is to investigate the millennial consumers’ purchasing behavi... more PurposeThe purpose of this research is to investigate the millennial consumers’ purchasing behavior of fashion clothing brands in the spectrum of brand awareness, brand schematicity with brand consciousness and brand nationality. This study mainly considered the millennial consumers as they are the most dynamic and discerning segment when choosing a distinct fashion brand.Design/methodology/approachThe study uses a well-structured questionnaire developed and distributed to 266 millennial respondents using shoping malls and university campus intercept methods. Data were analyzed by applying the structural equation modeling.FindingsThe results show that brand awareness has a mediating effect on the millennials’ purchasing behavior toward fashion clothing brands. The study also confirms the active moderation role of brand schematicity on the purchasing behavior toward fashion clothing brands.Practical implicationsBased on these findings, the fashion clothing retailers should aim to max...