Jashim Khan

Don’t believe the hype: a grounded exploratory six country wine purchasing study

ABSTRACT The purpose of this exploratory study was to understand the extent that consumers report purchasing wine on mobile devices and to empirically examine potential drivers of m-wine purchasing across six countries to guide theoretical research enquiry moving forward. Purposive sampling was employed. An online survey involving 2853 respondents from France, Germany, Greece, Canada, US and South Africa forms the basis for the current study. The results of the study indicate that though mobile phone usage, wine consumption and purchasing rates are high, mobile-wine purchasing prevalence is low within all six countries. While technology hype has us believe an online presence is essential for business revenue growth and performance; the current study indicates wineries should carefully consider consumer readiness towards mobile-wine purchasing. Limitations and recommendations for future research are identified.

Witty Celebrity-Endorsed Ads: Share and Share Alike

Actor George Clooney’s ‘What else?’ slogan is arguably the most memorable piece of Nespresso Coffee’s online advertising campaign. Like Clooney, an incredible number of celebrities now endorse a product or brand image. Viewers of the U.S.A.’s Super Bowl can attest to the public’s fondness for humorous ads. This research is a preliminary investigation of how consumers react to a celebrity endorsement in an online humorous ad. The objective of this study is to highlight how humor influences consumer attitude, how it affects the likelihood of an ad going viral, and whether it encourages the consumer to share the ad on social media. Exploratory research provides answers to these questions.

Conceptualising Mobile Interaction Scale

This paper presents the conceptualization of a new scale measuring perceptions of mobile interaction with social media, location-based services and m-commerce. The scale comprises five factors, positive and negative attitude towards location-based services, social, local, mobile & ease-of-use, mobile shopping and m-commerce website loyalty. In this paper, we conceptualize dimensions of social-local- mobile interactions. Findings are of value to marketing and information systems research and practice, offering a springboard for further studies on mobile consumer behavior and for successful mobile business strategies.