Purpose: Shopping statistics indicate that online shoppers prefer purchasing products using the desktop website of the retailer, rather than using the mobile website on a mobile phone to purchase products (mobile website purchasing). Therefore, using status quo bias theory, this study aims to...

Purpose: Digital-only banks are emerging as challenger banks to the traditional-bank business model in South Africa. However, traditional-bank customers could resist the use of digital-only banks, theoretically due to their satisfaction with the status quo. Consequently, inertia arising from...

Purpose: The benefits and problems associated with firm-generated content (FGC) as a key driver of sponsorship effectiveness demand more research attention. Accordingly, the purpose of this paper is to consider the effect of content marketing on sponsorship-response favorability in the South...

Purpose The potential outcomes of social media-facilitated customer–brand relationships have prompted many firms to develop strategies that would enable them to connect with as many customers as possible through social media. Nevertheless, the marketing value of these artificial connections is...