The “like” feature on Facebook has emerged as a commonly used paralinguistic tool for communicating, and its importance as an indication of positive feelings toward the posts of others is likely to increase. Comprehensive research is needed into why and how users are motivated toward ‘liking’ behavior, and whether this behavior generates an intention to continue using Facebook over time. This study combines the theory of uses and gratification and a subjective norm perspective to create an integrated model that predicts liking behavior and usage intentions on Facebook. The research model is tested with data collected from online users of Facebook and the proposed model is supported by a measurement and structural model analysis based on empirical data collected from 267 Facebook users. The findings indicate that the most salient motivations for users to liking behavior are enjoyment, information seeking, social interaction, and subjective norms, and that they subsequently reinforce their continuous intention toward the Facebook. The results also revealed that subjective norms contribute strongly to the projections of liking behavior and continuous usage intention. The proposed research model contributes to global marketing research and information-technology service management by integrating personal and social motivators to understand the acceptance of social networking technologies by users in Asia. In particular, the outcomes stand to enhance the current state of knowledge of social networking site developers, managers, and organizations to improve acceptance of their services or products, development of customer support, advertising, and/or product development. The present results lay the foundation for uses and gratification theory and subjective norms model that have important theoretical and practical implications and may guide future research efforts in this context.

Purpose: Online communities (OCs) are the popular social environments in which people interact by sharing resources such as information, advice and thoughts on their mutual interests. Existing research lacks an explanation of the reasons of participation behavior in OCs and how such participation behavior provides members with perceived benefits. This study aims to observe how social exchange theory constructs (perceived members’ support and exchange ideology) affect online community participation behavior (OCPB), and moderated by exchange ideology (EI) and perceived ties, which in turn brings perceived benefits to its participants. Design/methodology/approach: A survey method was followed to collect data, and structural equation modeling is used with 305 valid samples. Findings: The results highlight the significant effects of perceived members’ support on OCPB. Participation behavior in OCs has critical effect on perceived benefits. The results also identify the moderating effects of EI and perceived tie, where perceived tie was insignificant. Originality/value: The findings from this study bridge the literature gaps in the context of OCPB by demonstrating how practitioners and OC managers can enhance perceived members’ support, which result in OCPB, and thus provide the OC users with several perceived benefits.

The purpose of this study was to examine how electronic word-of-mouth (eWOM) communication of Facebook is influenced by social exchanges, social capital, and service quality dimensions. The online survey was conducted with a pre-tested and self-administered questionnaire, and a structural equation model was used to examine the hypothetical relationships. The results of the structural model provide insights into four key antecedents for the effective use of eWOM communication from a social capital and exchange perspective. In particular, reciprocity, tie strength, trust, and interaction service quality significantly and positively influence eWOM communication, demonstrating that social media users engage in online communication when they have a positive perception toward these psychological dimensions. The comprehensive study offers an extended theoretical perspective on eWOM literature for emerging market context and clearly examines the influencing factors of eWOM that remain to be addressed in this context. Since eWOM is widely used in social media to promote viral marketing through its powerful connection and interpersonal relationship-building capabilities, the results of the study have important implications for the practitioners with respect to sustainable advertising and business strategies.

Today, the banking sector plays a significant role due to the substantial increase in the number of banks and has become an intensely competitive field. The purpose of this paper is to strengthen knowledge of retail banking services by finding the interrelationships between service justice, service quality, social influence, and corporate image concerning service satisfaction and loyalty. In addition, we sought to determine the moderating effect of bank ownership (i.e., state-owned and private sector banks) on the above relationships. Data were collected at random through online surveys that were analyzed using structural equation modeling. Empirical findings revealed that service justice and quality have a significant effect on service satisfaction and customer loyalty. Social influence has a significant effect on customer loyalty, but not on service satisfaction; however, corporate image is positively related to service satisfaction, but not to customer loyalty. Understandably, service satisfaction was assumed to have a fundamental relationship to consumer loyalty. However, moderation results indicated that state or private sector ownership of banks was an equally important moderating factor for almost all dimensions relevant to customer loyalty, other than service justice, social influence, and service satisfaction. The study presents theoretical contributions and considers the managerial implications for banking services that are potentially applicable to other financial institutions.

With the tremendous use of electronic devices, inhabitants create digital footsteps of their everyday lives, therefore, unlocked magnificent opportunities for the innovative companies to launch mobile payment system and offer value-added facilities. Mobile payment system has inaugurated a conspicuous phenomenon that can enable consumers to transform their mobile devices into a digital bank. Mobile payment has already proved its aids in the developed country market and projected to enjoy a cheerful prospect in the emerging market like Bangladesh. Moreover, a stream of research conducted in multiple countries regarding the domain of mobile payment, but a different scenario noticed in perspective of emerging country like Bangladesh as there hasn’t much yet. By giving importance on behavioral intention of consumer and specific characteristics of m-payments, this study aims to develop and test a research model by integrating usefulness and ease of use into the behavioral intentions. This study employed Confirmatory Factor Analysis and Structural Equation Modeling to analyze database, which was composed of 328 samples. Results show that continuous usage intention is significantly affected by customer satisfaction. Perceived usefulness and ease of use are positively influence the continuance usage intention and satisfaction. The current study may extensively contribute to knowledge extension of two research streams-strategic management and service marketing-by implementing appropriate business model and service marketing strategies for m-payment users in Bangladesh and potentially other emerging markets.

Purpose—The aim of the study was to visualize the impacts of the service quality dimensions under the SERVQUAL model regarding the relationship quality and behavioral intentions of consumers in the retail banking services of Bangladesh. Design/Methodology/Approach—In this study, a structured questionnaire was used to conduct a survey, and 234 valid data samples were collected for the quantitative analysis. The measurement and structural models were used to explore the hypothesized connections among variables using the structural equation modeling (SEM) approach. Findings—The empirical results of this research indicated that SERVQUAL dimensions (tangibles, reliability, empathy, assurance, and responsiveness) seemed to be highly valued for measuring service quality. The service quality influences the quality of relationships and behavioral intentions. The relationship quality has a significantly positive impact on behavioral intentions and a mediation effect on service quality and behavioral intentions. Originality/Value—The aim of this research was to develop an advanced connection between relationship structural equation models and managerial implications as a reference and an application for the banking industry.