IDEAS home Printed from https://ideas.repec.org/a/eee/intman/v28y2022i3s1075425322000412.html
   My bibliography  Save this article

Examining the role of cross-cultural factors in the international market on customer engagement and purchase intention

Author

Listed:
  • Chatterjee, Sheshadri
  • Chaudhuri, Ranjan
  • Vrontis, Demetris

Abstract

Customer engagement (CE) refers to an organization's effort to develop relationships with individual customers through personalized interactions using multiple available channels. The goal of such CE is to gain new customer and to retain loyal customers. In the last decade there have been many studies on CE, particularly in the domestic or local market context, which lack generalizability. Also, there is only limited research on CE in the international market context focusing on the cross-cultural aspects of customers. Thus, there is clearly a research gap. Therefore, the aim of this study is to examine the role of cross-cultural factors in the international market on CE and their influence on customer purchase intention. After reviewing existing theories and literature, a conceptual model was developed. Later, the model was validated using structural equation modeling with a sample of 432 customers of different countries in Asia and Europe. The study found that there is a significant impact of cross-cultural factors in the international market on customer engagement, which in turn impacts customers' purchase intention in the international market. This study also proposes and examines a rival model to determine the efficiency of the proposed model.

Suggested Citation

  • Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris, 2022. "Examining the role of cross-cultural factors in the international market on customer engagement and purchase intention," Journal of International Management, Elsevier, vol. 28(3).
    • Handle: RePEc:eee:intman:v:28:y:2022:i:3:s1075425322000412
    DOI: 10.1016/j.intman.2022.100966
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1075425322000412
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.intman.2022.100966?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Bandara, Ruwan & Fernando, Mario & Akter, Shahriar, 2020. "Explicating the privacy paradox: A qualitative inquiry of online shopping consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    2. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Thrassou, Alkis & Vrontis, Demetris, 2021. "Antecedents and consequences of knowledge hiding: The moderating role of knowledge hiders and knowledge seekers in organizations," Journal of Business Research, Elsevier, vol. 128(C), pages 303-313.
    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    4. Mishra, Anubhav & Maheswarappa, Satish S. & Maity, Moutusy & Samu, Sridhar, 2018. "Adolescent's eWOM intentions: An investigation into the roles of peers, the Internet and gender," Journal of Business Research, Elsevier, vol. 86(C), pages 394-405.
    5. Akter, Shahriar & Babu, Mujahid Mohiuddin & Hossain, Md Afnan & Hani, Umme, 2022. "Value co-creation on a shared healthcare platform: Impact on service innovation, perceived value and patient welfare," Journal of Business Research, Elsevier, vol. 140(C), pages 95-106.
    6. Bartel-Radic, Anne & Giannelloni, Jean-Luc, 2017. "A renewed perspective on the measurement of cross-cultural competence: An approach through personality traits and cross-cultural knowledge," European Management Journal, Elsevier, vol. 35(5), pages 632-644.
    7. Caligiuri, Paula & Mencin, Ahsiya & Jayne, Brad & Traylor, Allison, 2019. "Developing cross-cultural competencies through international corporate volunteerism," Journal of World Business, Elsevier, vol. 54(1), pages 14-23.
    8. Hossain, Md Afnan & Akter, Shahriar & Yanamandram, Venkata, 2020. "Revisiting customer analytics capability for data-driven retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    9. Anne Bartel-Radic & Jean-Luc Giannelloni, 2017. "A renewed perspective on the measurement of cross-cultural competence: An approach through personality traits and cross-cultural knowledge," Post-Print hal-01975656, HAL.
    10. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    11. Abdul Malek, Marlin & Budhwar, Pawan, 2013. "Cultural intelligence as a predictor of expatriate adjustment and performance in Malaysia," Journal of World Business, Elsevier, vol. 48(2), pages 222-231.
    12. Calder, Bobby J. & Malthouse, Edward C. & Schaedel, Ute, 2009. "An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness," Journal of Interactive Marketing, Elsevier, vol. 23(4), pages 321-331.
    13. Chatterjee, Sheshadri & Kumar Kar, Arpan, 2020. "Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India," International Journal of Information Management, Elsevier, vol. 53(C).
    14. René Algesheimer & Sharad Borle & Utpal M. Dholakia & Siddharth S. Singh, 2010. "The Impact of Customer Community Participation on Customer Behaviors: An Empirical Investigation," Marketing Science, INFORMS, vol. 29(4), pages 756-769, 07-08.
    15. Johnson, Julius H. & Arya, Bindu & Mirchandani, Dinesh A., 2013. "Global integration strategies of small and medium multinationals: Evidence from Taiwan," Journal of World Business, Elsevier, vol. 48(1), pages 47-57.
    16. Motamarri, Saradhi & Akter, Shahriar & Yanamandram, Venkata, 2020. "Frontline employee empowerment: Scale development and validation using Confirmatory Composite Analysis," International Journal of Information Management, Elsevier, vol. 54(C).
    17. John Hulland & Hans Baumgartner & Keith Marion Smith, 2018. "Marketing survey research best practices: evidence and recommendations from a review of JAMS articles," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 92-108, January.
    18. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
    19. Matthijs Meire & Kelly Hewett & Michel Ballings & V. Kumar & Dirk van den Poel, 2019. "The Role of Marketer-Generated Content in Customer Engagement Marketing," Post-Print hal-02509303, HAL.
    20. Necmi K. Avkiran & Christian M. Ringle (ed.), 2018. "Partial Least Squares Structural Equation Modeling," International Series in Operations Research and Management Science, Springer, number 978-3-319-71691-6, April.
    21. Sandor Czellar & D. Sprott & E. Spangenberg, 2009. "The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale," Post-Print hal-00458392, HAL.
    22. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    23. Hani, Umme & Akter, Shahriar & Wickramasinghe, Ananda & Kattiyapornpong, Uraiporn, 2021. "How does relationship quality sustain the rich world’s poorest businesses?," Journal of Business Research, Elsevier, vol. 133(C), pages 297-308.
    24. Marta Estrada & Diego Monferrer & Alma Rodríguez & Miguel Ángel Moliner, 2021. "Does Emotional Intelligence Influence Academic Performance? The Role of Compassion and Engagement in Education for Sustainable Development," Sustainability, MDPI, vol. 13(4), pages 1-18, February.
    25. Clay M. Voorhees & Michael K. Brady & Roger Calantone & Edward Ramirez, 2016. "Discriminant validity testing in marketing: an analysis, causes for concern, and proposed remedies," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 119-134, January.
    26. V. Kumar & Bharath Rajan & Shaphali Gupta & Ilaria Dalla Pozza, 2019. "Customer engagement in service," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 138-160, January.
    27. Mollen, Anne & Wilson, Hugh, 2010. "Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives," Journal of Business Research, Elsevier, vol. 63(9-10), pages 919-925, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Giacosa, Elisa & Crocco, Edoardo & Kubálek, Jan & Culasso, Francesca, 2024. "Additive manufacturing in international business: Bridging academic and practitioners' perspectives," Journal of International Management, Elsevier, vol. 30(3).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ying Kai Liao & Wann-Yih Wu & Tuan Cong Dao & Thi-Minh Ngoc Luu, 2021. "The Influence of Emotional Intelligence and Cultural Adaptability on Cross-Cultural Adjustment and Performance with the Mediating Effect of Cross-Cultural Competence: A Study of Expatriates in Taiwan," Sustainability, MDPI, vol. 13(6), pages 1-18, March.
    2. Sheshadri Chatterjee & Ranjan Chaudhuri & Demetris Vrontis & Adnane Maalaoui, 2023. "Internationalization of family business and its performance: examining the moderating role of digitalization and international networking capability," Review of Managerial Science, Springer, vol. 17(7), pages 2443-2470, October.
    3. Fernando Santini & Wagner Junior Ladeira & Diego Costa Pinto & Márcia Maurer Herter & Claudio Hoffmann Sampaio & Barry J. Babin, 2020. "Customer engagement in social media: a framework and meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 48(6), pages 1211-1228, November.
    4. Mukta Srivastava & Sreeram Sivaramakrishnan & Gordhan K. Saini, 2021. "The Relationship Between Electronic Word-of-Mouth and Consumer Engagement: An Exploratory Study," IIM Kozhikode Society & Management Review, , vol. 10(1), pages 66-81, January.
    5. Bruneau, Virginie & Swaen, Valérie & Zidda, Pietro, 2018. "Are loyalty program members really engaged? Measuring customer engagement with loyalty programs," Journal of Business Research, Elsevier, vol. 91(C), pages 144-158.
    6. Raed S. Algharabat & Nripendra P. Rana, 0. "Social Commerce in Emerging Markets and its Impact on Online Community Engagement," Information Systems Frontiers, Springer, vol. 0, pages 1-22.
    7. Waqas, Muhammad & Salleh, Noor Akma Mohd & Hamzah, Zalfa Laili, 2021. "Branded Content Experience in Social Media: Conceptualization, Scale Development, and Validation," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 106-120.
    8. Magno, Francesca, 2017. "The influence of cultural blogs on their readers’ cultural product choices," International Journal of Information Management, Elsevier, vol. 37(3), pages 142-149.
    9. Lara Stocchi & Naser Pourazad & Nina Michaelidou & Arry Tanusondjaja & Paul Harrigan, 2022. "Marketing research on Mobile apps: past, present and future," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 195-225, March.
    10. Thakur, Rakhi, 2018. "Customer engagement and online reviews," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 48-59.
    11. Andrea Moretta Tartaglione & Ylenia Cavacece & Giuseppe Russo & Giuseppe Granata, 2019. "A Systematic Mapping Study on Customer Loyalty and Brand Management," Administrative Sciences, MDPI, vol. 9(1), pages 1-21, January.
    12. Thakur, Rakhi, 2016. "Understanding Customer Engagement and Loyalty: A Case of Mobile Devices for Shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 151-163.
    13. Khan, Imran & Fatma, Mobin, 2024. "AR app-based brand engagement and outcomes: A moderated mediation approach," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    14. Hollebeek, Linda D. & Clark, Moira K. & Andreassen, Tor W. & Sigurdsson, Valdimar & Smith, Dale, 2020. "Virtual reality through the customer journey: Framework and propositions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    15. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris & Jabeen, Fauzia, 2022. "Digital transformation of organization using AI-CRM: From microfoundational perspective with leadership support," Journal of Business Research, Elsevier, vol. 153(C), pages 46-58.
    16. Wallace, Elaine & Torres, Pedro & Augusto, Mário & Stefuryn, Maryana, 2021. "Outcomes for self-expressive brands followed on social media: Identifying different paths for inner self-expressive and social self-expressive brands," Journal of Business Research, Elsevier, vol. 135(C), pages 519-531.
    17. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris, 2022. "AI and digitalization in relationship management: Impact of adopting AI-embedded CRM system," Journal of Business Research, Elsevier, vol. 150(C), pages 437-450.
    18. Lim, Weng Marc & Rasul, Tareq & Kumar, Satish & Ala, Mamun, 2022. "Past, present, and future of customer engagement," Journal of Business Research, Elsevier, vol. 140(C), pages 439-458.
    19. Linda D. Hollebeek & Rajendra K. Srivastava & Tom Chen, 2019. "S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 161-185, January.
    20. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris & Thrassou, Alkis, 2022. "SME entrepreneurship and digitalization – the potentialities and moderating role of demographic factors," Technological Forecasting and Social Change, Elsevier, vol. 179(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:intman:v:28:y:2022:i:3:s1075425322000412. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/wps/find/journaldescription.cws_home/601266/description#description .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.