Mohammad Masukujjaman

Nov 5, 2024 | nature.com | Qing Yang |Mohammad Masukujjaman |Xiaofang Lin |Abdullah Al Mamun

Reserving existing customers is significantly more meaningful than acquiring new customers, particularly for logistics service providers. This long-standing view emphasizes the importance of customer retention for maintaining favorable relationships between logistics service providers and their clients. Drawing on the framework of the stimulus-organism-response model, this study proposes a model that integrates entertainment, interaction, trendiness, customization, and electronic word-of-mouth to examine how social media marketing activities and trust affect brand equity and reuse intentions for logistics services, both directly and indirectly. Empirical evidence was obtained from an online survey using WeChat and QQ, which administered a structured questionnaire to individuals with prior experience in logistics services at least once a week. We collected the data using a purposive sampling method from 932 participants, who represented the demographic of adult Chinese consumers. By applying partial least squares structural equation modeling, this study shows that interaction, trendiness, customization, electronic word-of-mouth, and trust positively affect the brand equity of logistics services, while the effect of entertainment on brand equity is not significant. In addition, the brand equity of logistics services positively affects the logistics service reuse intention. Furthermore, the result of the mediation analysis revealed that brand equity mediates the connection between interaction, trendiness, customization, electronic word-of-mouth, trust, and logistics service reuse intention. This study’s uniqueness lies in its thorough analysis of logistics service providers’ social media marketing efforts, trust, and their combined impact on brand equity and reuse intention. This study offers valuable perspectives on the significance of brand equity within the logistics sector, emphasizing the importance of prioritizing brand equity enhancement to improve performance and competitive edge.

Aug 20, 2024 | nature.com | Abdullah Al Mamun |Mohammad Masukujjaman |Qing Yang |Yingxiu Hong

A global crisis caused by unsustainable practices and their detrimental effects on civilization has compelled us to rethink the adoption of green consumption practices. This study aims to determine the determinants of green consumption behavior among Chinese youth. Based on the integrated frameworks of two renowned theories, the knowledge-attitude-practice model and the theory of planned behavior, this study proposes 11 hypotheses for empirical investigation. An online survey was used for a quantitative cross-sectional study with a convenience sample of young Chinese consumers. A dataset comprising 876 observations was examined by applying partial least squares structural equation modeling using Smart-PLS 4.0. The results show that green consumption intention and perceived behavioral control significantly affect green consumption behavior. Attitudes towards eco-social benefits, attitudes towards green consumption, and subjective norms positively affect green consumption intentions. In addition, environmental concern and knowledge positively affected all three attitude dimensions. The study further identified that green self-identity moderates the connection between green consumption intention and green consumption behavior, whereas ecolabelling is not a significant moderator of the same relationship. The theoretical contribution of this study is that it employs multigroup analysis to investigate gender- and income-based variations in the relationships, offering a comprehensive framework integrating theories along with dimensions of attitude, which offers nuanced insights into green consumption behavior. Regarding its policy implications, this study highlights the necessity of promoting environmental concern and knowledge through education and awareness campaigns while supporting eco-social benefits and green consumption practices, which can be a potent way to promote positive attitudes, intentions, and sustainable behaviors among the general population.