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The role of satisfaction in fashion marketing: a meta-analysis
Fernando de Oliveira Santin,Wagner Junior Ladeira,Claudio Hoffmann Sampaio 한국마케팅과학회 2018 Journal of Global Fashion Marketing Vol.9 No.4
We analysed the antecedents and consequents of satisfaction in the fashion industry. Due to the number of primary papers found in the systematic review with applications in different fashion contexts, we opted to analyse possible moderators. This metaanalysis was undertaken in three distinct steps: a data search, a data collection process and a process of data coding and analysis. We analysed studies published between 1993 and 2017. Thirtyseven studies were found to be valid with respect to this research. The studies generated 283 observations. Our results present a global synthesis of the antecedents and consequents of satisfaction in the fashion industry. Fifteen antecedents and 17 consequents were found to have a positive and significant effect size for the satisfaction construct in the fashion industry.
Rasul Tareq,Nair Sumesh,Palamidovska-Sterjadovska Nikolina,Ladeira Wagner Junior,Fernando de Oliveira Santini,Elgammal Islam 한국마케팅과학회 2024 마케팅과학연구 Vol.34 No.3
This study explores the evolution of customer engagement in the digital era for businesses, a crucial concept in today’s interconnected marketplace facilitated by a variety of digital platforms. The study identifies a gap in the comprehensive understanding and conceptualisation of digital customer engagement across various social media platforms and mediums. By using a bibliometric analysis approach, this study reviews 547 articles published between 2010 and 2021, offering a holistic view of the existing research landscape. The analysis uncovers four distinct bibliometric clusters representing unique facets of customer engagement: brand engagement, behavioural insights, loyalty dynamics, and relationship dynamics. These clusters provide insights into the multifaceted nature of customer relationships and engagements facilitated by digital platforms. The study concludes by proposing seven future research directions, aiming to guide scholars in exploring uncharted territories in digital customer engagement and its implications for businesses in the digital age.