Search

Purpose: Online customer communities have become a strategic tool for business-to-business (B2B) firms to drive collaboration among customers around the company's products and services. This paper aims to argue that the three social capital dimensions, that is, structural, relational and cognitive, themselves driven by brand community trust, can affect brand loyalty for the organization. Design/methodology/approach: The authors use a survey to collect data and structural equation modeling to test the conceptual framework by collecting data from 214 participants across three online B2B communities operated by three technology firms in India. Findings: Brand community trust is found to have a strong association with social network ties, identification and norm of reciprocity and shared vision. These three have concomitant effects on the quality of customer-to-customer (C2C) interactions. Such communication generates functional, emotional and social benefits, which, in turn, curate brand loyalty. Practical implications: The authors' findings guide community managers in leveraging such conversations in shaping customer loyalty for the corporate brand. Originality/value: This work provides an integrated framework to explain the important role of C2C interactions in B2B online brand communities. [ABSTRACT FROM AUTHOR]

The integration of Augmented Reality (AR) and Virtual Reality (VR) technologies has revolutionized digital marketing strategies globally. This theoretical study specifically investigates their application within the Indian market, aiming to understand how these immersive technologies can enhance consumer engagement and brand loyalty in a culturally rich and diverse marketplace. Utilizing a comprehensive review of existing literature, the paper identifies key areas where AR and VR can create impactful marketing experiences unique to the Indian consumer. These include virtual try-ons, immersive advertisements, and interactive brand storytelling, particularly in sectors such as retail, real estate, and tourism. The study also examines the challenges faced, such as technological accessibility, digital literacy, and localization of content, proposing strategic solutions to effectively integrate AR and VR in India's digital marketing landscape. The findings suggest that, with targeted investment in technology and creative content development, AR and VR can significantly elevate the consumer experience, leading to deeper brand connections and enhanced marketing efficacy. This research contributes to the understanding of digital marketing innovations in emerging markets and proposes a roadmap for businesses aiming to implement AR and VR technologies in India. [ABSTRACT FROM AUTHOR]

As the world struggles to cope with the pressing matters of global warming, rising temperature, and environmental degradation, the need for sustainable practices has become more urgent than ever for individuals and other establishments. Organizations across industries recognize the importance of adopting sustainable practices, not only to meet societal expectations but also to achieve long-term success. This research paper studies the influence of sustainable marketing on customer loyalty, focusing on the consumer electronics sector in India. A mixed-methods approach incorporating descriptive and causal research methods was used; with data collected from 302 participants from India's capital, Delhi and its nearby regions. Structural equation modeling was employed to establish multivariate relationships and Smart PLS 4 was used to analyze the data. The results suggest that sustainable marketing practices positively influence brand image and loyalty. Additionally, brand image acts as an intermediary between sustainable marketing and customer loyalty. These results provide valuable insights for managers aimed at fostering customer loyalty through sustainable practices, particularly in the consumer electronics sector. [ABSTRACT FROM AUTHOR]