International Journal of Electronic Customer Relationship Management (5 papers in press)

Regular Issues

• CLICK & PAY: discovering impact inside e-commerce shopper personality  
  by Undang Juju, Nofrizal , Nuradli Ridzwan Shah Mohd Dali, Afvan Aquino, Aznuriyandi , Rafidianto Wibisono 
  Abstract: Currently, studies on the influence of consumer personality in driving willingness to pay for products in e-commerce are limited. Therefore, the purpose of this study explores the factors that influence consumers' willingness to pay in online commerce, focusing on personality traits and four key variables: social status, FOMO, hedonism, and brand love. Surveying 654 online shoppers and using structural equation modeling, this study found that hedonism, FOMO, and social status significantly influence willingness to pay and brand loyalty. While social status does not directly affect brand love, FOMO directly affects willingness to pay, with brand love and hedonism acting as strong mediators in this relationship.
  Keywords: brand love; status social; hedonism; willingness to pay; WTP; e-commerce; FOMO.
  DOI: 10.1504/IJECRM.2026.10074260
   
  
• Optimising organisational e-marketing efforts: lessons from the foraging paradigm?  
  by Emmanuel Adu-Mensah 
  Abstract: This study explores how businesses can optimise their e-marketing efforts by drawing parallels from the optimal foraging theory (OFT) and information foraging theory (IFT). OFT, widely applied across fields, predicts animal behaviour in food-seeking, inspiring insights into technology optimisation. IFT extends this concept to digital information seeking, where users, referred to as 'informavores' make decisions on information exploration, site navigation, and search termination. This paper connects these theories to e-marketing, investigating how firms can use foraging traits to enhance customer outreach and conversion. It introduces a conceptual model for testing, offering rich insights and suggestions for practical application. Again, the study has created 'customavore' as designated vocabulary representing a hypothetical firm that strategically applies insights from foraging theories to its e-marketing endeavour, aiming to achieve maximum results in terms of customer acquisition, engagement, and conversion. This research extends foraging principles to a broader business audience and provides directions for future studies, emphasising the evolving potential of the customer foraging model.
  Keywords: e-marketing; optimal foraging; customavore; information foraging; customer foraging model.
  DOI: 10.1504/IJISAM.2025.10070378
   
  
• What makes users re-share online video advertising on Facebook? An empirical study in an emerging economy  
  by Thanh-Binh Phung, Vo Phuong Thao Tran 
  Abstract: Despite the growing importance of viral video marketing on social media, research exploring factors driving resharing behaviour, a key determinant of content virality, remains limited. This study investigates psychological determinants of OVA resharing intention on social media, focusing on emotional arousal as a critical mediating mechanism. Drawing on TPB, SIT, and LC4MP, we developed an integrated model examining how advertising effectiveness elements (creative advertising and emotional appeal) and social influence factors (perceived herd behaviour and subjective norms) influence resharing intentions through emotional arousal and resharing attitude. Analysing survey data from 382 Vietnamese Facebook users using SPSS 22 and PLS-SEM, results revealed advertising effectiveness factors as significantly more potent predictors than social influence factors, with emotional arousal mediating this relationship. Findings substantiate the importance of psychological arousal in activating positive attitudes toward content propagation. Evidence advances the theoretical understanding of social transmission while providing practical guidance for optimising viral potential in digital environments.
  Keywords: emotional arousal; emotional engagement; online video advertisements; viral video advertisements; resharing intention; sharing; social media marketing; limited capacity model of motivated mediated message processing; LC4MP model; partial least squares structural equation modelling; PLS-SEM.
  DOI: 10.1504/IJECRM.2025.10071123
   
  
• Transforming customer engagement with adaptive relationship management strategies  
  by Sunil Mishra, Haldhar Sharma, Ankita Pathak, Devendra Kumar Pandey 
  Abstract: Businesses need to constantly innovate in the market because today, everything is about how you treat your customer. At the same time, organisations must adopt new approaches to customer engagement, such as adaptive relationship management (ARM) strategies, to meet their customers where they are and personalise interactions based on behaviour, preferences, and feedback. This research investigates the transformation potential of ARM strategies for customer satisfaction, loyalty, and overall business performance. The data gathered from 50 companies across various sectors, including retail, hospitality, finance, healthcare, and technology, revealed that businesses implementing ARM strategies experienced higher customer satisfaction and retention. ARM initiatives typically boost customer happiness, with some strategies being extremely effective. The tech and banking sectors saw significant revenue growth after ARM deployment. Graphical analysis supports satisfaction and loyalty tendencies. This new proof of ARM-beating turnout, especially for certain strategies, supports their efficacy. Data analytics can help companies create bespoke ARM strategies to boost customer satisfaction and loyalty. Operational benefits boost customer relationships and financial performance, as shown by increased satisfaction, loyalty, and revenue.
  Keywords: adaptive relationship management; ARM; customer engagement; customer satisfaction; customer loyalty; business performance; market competitiveness; customer retention; artificial intelligence.
  DOI: 10.1504/IJECRM.2025.10073365
   
  
• How does the emerging technology metaverse drive subjective wellbeing? - Delineating purchase intention and the need for status  
  by Satinder Kumar, Garima Kathuria, Dipti Malhotra 
  Abstract: The metaverse is a significant frontier in e-commerce, providing virtual showrooms, interactive shopping experiences, and customised suggestions. Considering the significance of the metaverse for the fashion industry, the study focuses on the association between self-determination traits and subjective well-being, with purchase intention as a mediating factor and psychological concern of the need for status. Data was gathered using the survey approach from 439 respondents and result shows the positive mediation effect of purchase intention on the consumer's self-determination traits and subjective well-being. Also, the need for status positively moderates the relationship at all levels between the mediating path of purchase intention. The findings highlight how important it is for marketers to acknowledge the growing influence of the metaverse in the fashion industry. By examining purchase intention in virtual spaces, especially in developing countries such as India, the research enriches a deeper understanding of self-determination dynamics and subjective well-being in this dynamically changing technology environment.
  Keywords: metaverse; self-determination; need for status; NFS; purchase intention; subjective wellbeing; fashion industry.
  DOI: 10.1504/IJECRM.2025.10074010