The current issue and full text archive of this journal is available on Emerald Insight at:

https://www.emerald.com/insight/1985-9899.htm

Contextual marketing Contextual

marketing and
and information privacy concerns IPC in m-
commerce
in m-commerce and their impact
on consumer loyalty
Aya Irgui and Mohammed Qmichchou Received 30 September 2022
Revised 28 January 2023
Laboratory of Economics and Management of Organizations, Ibn Tofail University, 5 April 2023
K
enitra, Morocco 14 July 2023
Accepted 6 September 2023
Abstract
Purpose – This study examines the effect of contextual perceived value activated by contextual marketing
offers and information privacy concerns on consumer loyalty in mobile commerce.
Design/methodology/approach – The survey was conducted through 340 mobile users in Morocco and the
collected data were analyzed using structural equation modeling.
Findings – This study’s results show that contextual marketing and information privacy concerns are key
determinants in improving customer loyalty in the m-commerce context. Perceived ubiquity has a positive impact
on perceived trust, which also impacts consumer loyalty. Information privacy concerns also have a positive impact
on customer satisfaction, yet it does not impact perceived trust, which is contrary to the results of other researchers.
It can also be concluded that customer satisfaction and trust are important antecedents of consumer loyalty.
Practical implications – This research gives rise to some important managerial and strategic implications in
order to integrate contextual marketing strategies, as well as theoretical implications that concern this field of study.
Originality/value – This research makes a significant contribution to knowledge by examining the role of
contextual marketing and information privacy concerns in the m-commerce context. These results will be
considered useful for marketers and for businesses in general who wish to integrate a marketing strategy that
is based on a customer-centric approach. It also contributes to the related literature, as there are few studies
focused on m-commerce and contextual marketing within the context of Morocco.
Keywords Contextual marketing, Information privacy concerns, Perceived ubiquity, Consumer loyalty,
Mobile commerce, Customer satisfaction
Paper type Research paper

Introduction
The growth of mobile commerce and online marketing has been shaped by technological
advancements and increased smartphone and internet accessibility worldwide,
revolutionizing consumer behavior. The COVID-19 pandemic further accelerated this
development in Morocco, prompting businesses to adopt online models (Zaoui, Hamou-ou-
Brahim, Zhou, Omrane, & Huang, 2021) for sustained customer outreach and revenue
generation during confinement measures. According to DataReportal, as of February 2023,
Morocco had 33.18 million internet users, with an 88.1% penetration rate. A significant
proportion of the population engaged in online shopping, with 29.0% making purchases in
2022 and 32.3% using shopping apps in 2021.

© Aya Irgui and Mohammed Qmichchou. Published in Arab Gulf Journal of Scientific Research.
Published by Emerald Publishing Limited. This article is published under the Creative Commons
Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works
of this article (for both commercial and non-commercial purposes), subject to full attribution to the
original publication and authors. The full terms of this licence may be seen at http://creativecommons.
org/licences/by/4.0/legalcode Arab Gulf Journal of Scientific
Research
The authors would like to express their heartfelt gratitude to Professor Ilham EL HARAOUI for her Emerald Publishing Limited
support and precious guidance. Additionally, the authors extend their appreciation to the Editors of e-ISSN: 2536-0051
p-ISSN: 1985-9899
AGJSR and the anonymous reviewers for their valuable comments. DOI 10.1108/AGJSR-09-2022-0198
AGJSR The contextual marketing theory highlights the transition from content marketing
(e-commerce) to contextual marketing (m-commerce), where offers are customized based on
customer actions, timing and location, emphasizing the need for marketers to tailor their
efforts to consumer’s context, to effectively influence purchasing decisions (Kenny &
Marshall, 2000; Luo, Andrews, Fang, & Phang, 2014). This shift is further accelerated by
advancements in contextual marketing, leveraging technologies to address privacy concerns
and provide advanced targeting capabilities beyond basic methods.
Mobile value research has attempted to capture the impact of context by introducing the
contextually embedded value concept, relating contextual value to real-time information
(Gummerus & Pihlstr€om, 2011). Lee and Jun (2007) further suggest that the contextual
perceived value (CPV) construct can capture people’s perceptions of context awareness in
m-commerce. Prior research on contextual marketing, have studied the impact of CPV on
different outcomes, on satisfaction, perceived usefulness and repurchase intention (Lee & Jun,
2007), on purchase intention (Dou, Fan, & Cai, 2020) and on behavioral intention to use MC
(Lee, 2005; Lee & Jun, 2007). Although marketers prioritize repurchase intention and
satisfying experiences as crucial outcomes (Chopdar & Balakrishnan, 2020), loyalty is
considered a better predictor of future profitability than repurchase or purchase intentions;
since loyal customers tend to generate more repeat purchases, positive word-of-mouth and
less price sensitivity than non-loyal customers (McMullan & Gilmore, 2008).
Lin and Wang (2006), investigated the factors influencing customer loyalty in
m-commerce, revealing that perceived value, habits, trust and satisfaction impact
m-loyalty. Lee and Wong (2016), suggest the need to develop a unique body of theory,
specific to loyalty in the m-commerce context, that incorporates the technological
component. Furthermore, previous research (Xu, Luo, Carroll, & Rosson, 2011; Wu and
Wang, 2005; Lee & Jun, 2007) have identified privacy concerns as a crucial factor hindering
users’ adoption of location-based services and highlighted its importance in m-commerce.
Thus, to ensure a contextual experience tailored to the user’s context, the benefits of MC
and contextual marketing must be balanced against their potential privacy risks. This
prompted us to include the information privacy concerns (IPC) construct in our research
model to bridge this gap in the literature. However, to our knowledge, no empirical study to
date has investigated the interrelationship among CPV, IPC, TAM, perceived ubiquity,
satisfaction, trust and customer loyalty in one integrated MC model. Therefore, this study
aims to address these gaps by studying the impact of CPV and IPC in the m-commerce
context on consumer loyalty.
Recent studies (Berrado, Elfahli, & El Garah, 2013; Bighrissen, 2021) reveal rising MC
adoption in Morocco. Furthermore, research on contextual marketing factors and privacy
concerns have been mainly conducted in Western and European countries. However, it is
unclear whether these factors are relevant in countries with different cultures. Therefore, the
extent to which users’ privacy concerns and CPV of marketing offers differ in Morocco
remains unexplored and to our knowledge, there is no existing research on the impact of
contextual marketing strategies in this context. Thus, the expected rise of m-commerce and
online shopping in Morocco, underlines the relevance of this research, it additionally, raises
the question of whether these factors are equally applicable and relevant in countries with
different cultural backgrounds, such as Morocco.
Hence our research question:
RQ. Does contextual perceived value activated by contextual marketing offers and
information privacy concerns, in the m-commerce context influence consumer
loyalty?
The adoption of a contextual marketing strategy by marketers influences and motivates
consumer choice and creates valuable triggers throughout the customer journey. Therefore,
this research makes a significant contribution to knowledge and provides managerial Contextual
implications in order to integrate contextual marketing strategies based on customer-centric marketing and
strategies. By examining the role of contextual perceived value activated by contextual
marketing offer, information privacy concerns and perceived ubiquity in MC.
IPC in m-
commerce

Theoretical framework and literature review

The Expectation-Confirmation Theory (ECT) explains the change process of the level of
consumer’s satisfaction and trust based on the extent to which their expectation is
confirmed through direct experience and user satisfaction (Oliver, 1980; Eid, 2011) and can
be used to integrate the modeling of the relationship between customer trust and
satisfaction with customer loyalty. Thus, when expectations are confirmed, customers are
more likely to develop repurchasing intentions, further emphasizing the importance of
customer satisfaction and trust as mediators in the relationship between contextual
marketing and customer loyalty in MC. PU and PEOU are also considered important TAM
elements in ECT (Hsiao & Chang, 2014).
In Technology Acceptance Model (TAM), perceived usefulness and perceived ease of use,
influence the attitude of individuals towards the use of a new technology (Chi, 2018), affecting the
intention to use MC in our case. Several authors (Amin, Rezaei, & Abolghasemi, 2014; Chi, 2018)
have adopted TAM in the context of M-commerce, but very few researchers have integrated the
contextual variables specific to MC (Lee & Jun, 2007; Wu, 2016). Therefore, to increase the
external validity of TAM, it will be necessary to explore the influence of the latter.
The contextual marketing theory emphasizes the significance of contextual targeting,
including recommendations on websites and applications and mobile advertising, to ensure
a contextual experience (Kenny & Marshall, 2000). The theory has been further developed
and supported by research, such as Luo et al. (2014), who found that context-dependent
marketing strategies increase customer satisfaction and loyalty. Thus, marketers can
leverage contextual messages to build “ubiquitous” relationships with mobile customers.

Contextual marketing
Contextual marketing emerged from the market space theory of business by Rayport and
Sviokla, who argued that value can be created for customers in the e-market space by three
elements: content, context and infrastructure (Luo, 2003). Thomadsen et al. (2018) further
define context as “factors that have the potential to shift the choice outcome by altering the
decision-making process”.
Kenny and Marshall (2000) defined contextual marketing as “the extent to which
e-businesses use the ubiquitous internet to provide customers with relevant information in
the right context and in real-time.” Additionally, Zerr, Albert, and Forster (2017) define
contextual marketing, as a plan-based, automated marketing strategy that reacts to relevant
circumstances by utilizing the automated and real-time identification and interpretation of
the context, as well as the marketing reactions derived from it.
The ubiquity of mobile devices and access to information has revolutionized consumer
behavior, enabling more informed purchasing and advertising tactics (Verhoef et al., 2017; Zaki,
2019). However, to achieve immediate consumers’ goals, marketers must understand their
context and tailor marketing strategies accordingly. Lee and Jun (2007) introduced the CPV
construct, which refers to “mobile users’ evaluation of the context-aware function” activated by
contextual marketing offers to study the effect of contextual marketing on satisfaction and
repurchase intention. Furthermore, Luo (2003) suggests that contextual marketing can lead to
repeated purchases and competitive advantages, such as loyal customers, cross-selling and up-
selling opportunities, for e-businesses.
AGJSR Information privacy concerns:
“Information privacy concerns” is an increasingly critical factor to consider in contextual
marketing, which relies on location and personal data to offer relevant and personalized
content. Internet users’ information privacy concerns (IUIPC) serves as a tool to analyze
consumers’ privacy concerns and reactions to privacy threats and it’s defined as the extent to
which users are concerned about online marketers collecting personal information, their
control over that information and their awareness of its use (Malhotra, Kim, & Agarwal,
2004). Perceived privacy concerns, reflecting the “willingness to provide personal information
to transact”, can negatively affect consumers’ willingness to disclose personal information
and result in their reluctance to make online purchases (Dinev & Hart, 2006).
While contextual marketing and personalized experiences in MC can offer many benefits
to users, considering potential privacy risks is crucial. IPC can lead to defensive behaviors
like shopping cart abandonments and increased caution in sharing information, particularly
when users perceive a mismatch between context-specific norms and sharing risks (Bandara,
Fernando, & Akter, 2021; Li, Rho, & Kobsa, 2022). Zhou (2011) identified users’ concerns
about data collection and secondary use as primary drivers of perceived risks in using
location-based services. Thus, implementing CM should consider privacy concerns, while
tailoring experiences and minimizing breaches.
In light of these theories, our study aims to investigate the impact of contextual marketing
mainly CPV and IPC in m-commerce on consumer loyalty, through the mediating factors of
customer satisfaction and perceived trust, by proposing an MC consumers’ loyalty model.

Hypotheses development and research model

Contextual perceived value (CPV)
Lee and Jun (2007) have proposed the CPV construct to indicate the evaluation of the
contextual feature by mobile users. And in the context of MC, they define this concept as “the
extent to which a person thinks that receiving contextual information or services would
improve their purchasing performance” (Lee & Jun, 2007). Previous research has shown that
perceived value has a positive impact on customer loyalty and satisfaction (Lin & Wang,
2006). Additionally, it has been confirmed that CPV, activated by contextual marketing
offers, positively influences the perceived usefulness of mobile commerce users, their
intention to use it and customer satisfaction (Lee & Jun, 2007; Wu, 2021). Therefore, the
following hypothesis has been formulated:
H1. Contextual perceived value has a positive effect on customer satisfaction.
Offering timely contextual information to customers aligns with the real-time marketing
(RTM) theory, which aims to enhance relevance by providing contextual content that aligns
with consumers’ lives (McKenna, 1995; Mazerant, Willemsen, Neijens, & van Noort, 2021).
The ability of context-specific marketing and RTM can enhance the perceived usefulness of
MC users, leading to customer satisfaction for the use of mobile commerce and thereby CPV
will activate a favorable attitude towards the MC, which also improves the perceived
usefulness of the MC (Lee & Jun, 2007):
H2. Contextual perceived value has a positive effect on perceived usefulness
When perceived value is low, customers are more likely to switch to competitors to seek
increased value, leading to decreased loyalty (Anderson & Srinivasan, 2003). Hence,
providing contextually relevant offers may increase customer loyalty (Vanessa & Japutra,
2021). Research specifically exploring the impact of CPV on loyalty in the context of
m-commerce is lacking, highlighting a research gap emphasized by Lee and Jun (2007).
Considering that customer satisfaction is a necessary precondition for customer loyalty,
which in turn is a key driver of profit growth and performance (Reichheld, 1993). To increase Contextual
customer satisfaction, marketers may need to design strategies to improve CPV when they marketing and
need it (Lee & Jun, 2007). Hence, the relationship between CPV and customer loyalty may vary
depending on the level of satisfaction. Indicating that customer satisfaction is a mediating
IPC in m-
variable in linking the value and loyalty perceived by the customer (Baron & Kenny, 1986). commerce
Therefore:
H3. Contextual perceived value has a positive effect on consumer loyalty.
H4. Customer satisfaction mediates the effect of contextual perceived value on consumer
loyalty.

Perceived usefulness (PU)

Perceived usefulness is often used as an indicator of consumer satisfaction with new
technologies, it is considered a strong predictor of intention to use m-commerce and is
expected to affect consumer satisfaction (Marinkovic & Kalinic, 2017). Previous studies have
consistently shown a significant effect of perceived usefulness on customer satisfaction
(Dalcher & Shine, 2003; Devaraj, Fan, & Kohli, 2002; Lee & Jun, 2007). This means that it will
play an important role in customer satisfaction. Additionally, recent research by Maryanto
and Kaihatu (2021) has emphasized the indirect impact of perceived usefulness on customer
loyalty, mediated through customer satisfaction. Thereby:
H5. Perceived usefulness has a positive effect on customer satisfaction.
H6. Customer satisfaction mediates the effect of perceived usefulness on consumer
loyalty.

Perceived ease of use (PEOU)

Perceived ease of use (PEOU) is defined by Davis, Bagozzi, and Warshaw (1989) as “the extent to
which individuals believe that the use of a specific technology would not require physical or
mental effort”. It assesses users’ perceptions of the mental effort involved in utilizing the
technology. Previous research has supported the positive impact of perceived ease of use (PEOU)
on the perceived usefulness (PU) of m-commerce (Lee & Jun, 2007; Lee, 2018). Revels, Tojib, and
Tsarenko (2010) have further established that PEOU serves as a strong predictor of PU in the
context of m-commerce. Moreover, studies in the context of online shopping and m-commerce,
have also highlighted the positive relationship between PEOU, PU and customer satisfaction (Lee
& Jun, 2007; Amin, Rezaei, & Abolghasemi, 2014). Researchers have also emphasized the
importance of PEOU in relation to customer satisfaction and overall loyalty (Amin et al., 2014).
Furthermore, the impact of ease of use on customer loyalty has been found to be mediated by
customer satisfaction (Anugrah, 2020). Therefore, the following hypotheses can be proposed:
H7. Perceived ease of use has a positive effect on perceived usefulness.
H8. Perceived ease of use has a positive effect on customer satisfaction.
H9. Customer satisfaction mediates the effect of ease of use on consumer loyalty.

Perceived ubiquity
Ubiquity is considered a unique feature of M-commerce. According to Ashraf, Thongpapanl,
Menguc, and Northey (2017) it is the most important feature of m-commerce and serves as a
key antecedent for the intention and actual use of m-commerce in different markets. Ubiquity
is defined as the temporal flexibility and spatial flexibility which are unique characteristics of
mobile phones that allow people to be connected anytime and anywhere (Okazaki, 2009).
AGJSR And because of this, it offers consumers time convenience and greater accessibility through
spatial flexibility (Anwar, Thongpapanl, & Ashraf, 2020).
In our research, we define perceived ubiquity as the interconnected dimension of the
convenience of time and spatial flexibility. Okazaki and Mendez (2013) have found that it builds
trust and attitude towards mobile advertising. Thus, according to the research results of
Okazaki, Molina, and Hirose (2012), perceived ubiquity, in terms of saving time and spatial
flexibility, encourages consumers to trust the broadcasted ad. This finding contradicts their
initial hypothesis, which suggested a negative effect of perceived ubiquity on trust. However, it
aligns with the results of previous studies (Lee, 2005; Zhou, 2012; Hossain, Xi, Nurunnabi, &
Hussain, 2020), that highlight the positive impact of ubiquity on trust. Since trust is considered
an antecedent of customer loyalty, it can be argued that perceived ubiquity enhances customer
loyalty through improved perceived trust, therefore the following hypotheses are proposed:
H10. Perceived ubiquity has a positive effect on perceived trust.
H11. Perceived trust mediates the effect of perceived ubiquity on consumer loyalty.

Information privacy concerns (IPC)

According to previous studies, information privacy concerns (IPC) negatively impact
perceived trust (Malhotra et al., 2004; Okazaki et al., 2012; Fodor and Brem, 2015) and since
trust has been considered as an antecedent of customer satisfaction (Kim, Jin, & Swinney,
2009). It can be hypothesized that privacy concerns will have a positive influence on customer
satisfaction, which was also supported by Onlaor and Rotchanakitumnuai (2010). Wong,
Tan, and Lim (2019) have further highlighted the indirect impact of privacy and security
concerns on loyalty mediated by trust. Thereby:
H12. Information privacy concerns have a negative effect on perceived trust.
H13. Information privacy concerns have a positive effect on customer satisfaction.
H14. Perceived trust mediates the effect of IPC on consumer loyalty.
Flavi
an and Guinal
ıu (2006) suggested that the perceived security in the processing of
personal data by the website will have a direct influence on customer loyalty. Therefore,
consumers’ willingness to share data with businesses is a critically important prerequisite for
understanding the changing needs of customers and developing products and services based
on this understanding creates a loyal customer base and fosters a successful long-term
relationship (Lepp€aniemi, Karjaluoto, & Saarij€arvi, 2017). The findings of Halimi, Chavosh,
and Choshalyc (2011), indicate that as consumer satisfaction increases, so does customer
loyalty. Thus, it is likely that satisfied customers are more willing to share information with a
company to gain relationship benefits (Lepp€aniemi et al., 2017). Thereby:
H15. Information privacy concerns have a positive effect on consumer loyalty.
H16. Customer satisfaction mediates the effect of IPC on consumer loyalty.

Customer satisfaction
Customer satisfaction remains an assessment of past service experiences, while trust is more
associated with the future service relationship (Mosavi, Sangari, & Keramati, 2018), it is
considered a strong predictor of behavioral variables such as intentions to repurchase
intention, WOM, or loyalty (Eggert & Ulaga, 2002). According to previous studies,
satisfaction has a positive impact on loyalty and trust (Mosavi et al., 2018; Lin & Wang, 2006;
Eid, 2011), it is also considered a critical factor in enhancing customer loyalty, which, in turn,
contributes to the overall performance of the company. Thereby:
 H17. Customer satisfaction has a positive effect on perceived trust. Contextual
H18. Customer satisfaction has a positive effect on loyalty. marketing and
IPC in m-
Perceived trust commerce
The importance of user trust is emphasized in the context of mobile commerce, as consumers
are unable to touch, taste, or smell the product (Singh, Zolkepli, & Kit, 2018). Previous studies
have consistently highlighted that perceived trust had a direct positive impact on overall
satisfaction and customer loyalty (Chiou, 2004; Lin & Wang, 2006; Deng, Lu, Wei, & Zhang,
2010; Akg€ ul, 2018). Furthermore, trusting a service provider leads to increased expectations
of satisfaction and loyalty from customers (Kassim & Abdullah, 2008). Thus:
H19. Perceived trust has a positive effect on loyalty.
Research by Mahapatra (2013) supports the notion that satisfaction acts as an antecedent of
trust and trust, in turn, acts as an antecedent of customer loyalty. Additionally, trust also
directly affects loyalty. Studies by Yieh, Chiao, and Chiu (2007) and Osman and Sentosa
(2013) have indicated that customer satisfaction indirectly affects customer loyalty through
the mediating factor of trust. Thereby:
H20. Perceived trust mediates the effect of customer satisfaction on consumer loyalty.
Based on the literature review and the theoretical foundations presented above, a research
model was developed as shown in Figure 1 and 20 hypotheses were tested out, to highlight the
impact of contextual marketing and IPC in the context of m-commerce on customer loyalty.

+
CONTEXTUAL PERCEIVED H3
VALUE

+ H1 +
H2
H4 + , H6+ , H9 + , H16 +
H5 + CUSTOMER
PERCEIVED USEFULNESS
SATISFACTION
+
H18
H7 + H8 +
+
H17
PERCEIVED EASE OF USE CONSUMER LOYALTY

+
H19
H10 +
PERCEIVED UBIQUITY PERCEIVED TRUST
+ + +
H11 , H14, H20
+
H13 –
H12
INFORMATION PRIVACY H15 +
CONCERNS

Direct effects
Indirect effects Figure 1.
Research model
Source(s): Authors’ elaboration
AGJSR Research methodology
Sampling
To test our hypotheses, a multi-item online survey was conducted. The instrument underwent
review by doctoral students and researchers for precision and clarity. A pretest involving 17
consumers and professionals refined and validated our questionnaire. The survey was
distributed to 340 Moroccan mobile users via online channels, resulting in 335 valid responses
after eliminating five illogical responses. The sample size was suitable for SEM and theoretical
model analysis (Tabachnick & Fidell, 2014). Among the respondents, 41.5% were women and
58.5% were men, with 38.5% aged 18-25 years, approximately 34% aged 26-33 years and the
remaining 27.5% above 34 years. Demographic profile, internet and MC usage experience and
mobile shopping experience are presented in Table 1.

Measures
Existing measures were utilized to ensure comparability across studies. The items were
adapted to the research context and the questionnaire was administered in French and
English, with careful attention to accurate translation and clarity, to avoid linguistic
ambiguities.
“Contextual perceived value” was assessed using a six-item scale adapted from Lee and
Jun (2007), Merisavo et al. (2007) and Wu (2016). “Perceived usefulness” and “perceived ease of
use” were measured using four and three-item scales, respectively, adapted from Lee and Jun
(2007) and Davis et al. (1989). A six-item scale, adapted from Okazaki and Mendez (2013) and
Kleijnen, De Ruyter, was used to measure “perceived ubiquity.” “IPC” was adapted from
Malhotra et al. (2004), considering it as a one-dimensional variable.
“Customer satisfaction” was measured using a three-item scale adapted from Devaraj et al.
(2002). “Perceived trust” was assessed with a five-item scale adapted from Gefen, Karahanna, and
Straub (2003). “Consumer loyalty” was assessed using a four-item scale adapted from Lee and
Chung (2009) and Baabdullah, Alalwan, Rana, Kizgin, and Patil (2019). All variables were carried
out by a seven-point Likert scale ranging from 1 (Strongly disagree) to 7 (Strongly agree).

Results
Measurement model evaluation
The SEM technique, comprising confirmatory factor analysis and structural model testing,
was conducted using SmartPLS-3 to validate the hypotheses and theoretical model. Items
with factor loadings below 0.7 were excluded to enhance instrument reliability. The
remaining correlation coefficients exceeded 0.7, indicating shared variance between
constructs and items. All critical ratios (t-values) exceeded 1.96, indicating statistical
significance (see Table 2). The CR of each variable ranged from 0.884 to 0.918, surpassing the
threshold of 0.8 and the AVE of each variable ranged from 0.603 to 0.788, exceeding the
minimum requirement of 0.5. The obtained CR and AVE values for each variable conform to
the standards of Fornell and Larcker (1981), with thresholds of 0.70 for CR and 0.50 for AVE.
We assessed the reliability of our measurement model using Cronbach’s Alpha and J€oreskog
Rho. All values are greater than 0.8, ranging from 0.825 to 0.891 and 0.826 to 0.900,
respectively, indicating that it is very satisfactory.
Discriminant validity was assessed to ensure that the measurement of each construct is
not a reflection of any other measurement. Results in Table A1 indicate that the square root of
the AVE for each variable exceeds the other correlation coefficients, indicating that
discriminant validity is achieved. Cross-loading analysis demonstrated that factor loading
indicators on the assigned construct exceeded loadings of other constructs, meeting the
threshold of 0.70 (Hair, Ringle, & Sarstedt, 2012). The HTMT ratio values were all below the
 Frequency Percentage Frequency Percentage

Gender Female 139 41.5 Internet use experience Less than a 1 0.3
year
Male 196 58.5 1 to 3 years 8 2.4
4 to 6 years 3 0.9
Age groups Under 18 1 0.3 More than 6 323 96.4
18–25 129 38.5 years
26–33 113 33.7 Using the smartphone to obtain No 10 3.0
34–41 21 6.3 information on products and services Yes 325 97.0
42–49 39 11.6
50–57 32 9.6
Level of High school or below 12 3.6 Smartphone usage to obtain information Always 217 64.7
education Bachelor’s 54 16.1 Very 96 28.7
Frequently
Master’s 160 47.8 Occasionally 20 6
PhD 100 29.9 rarely 2 0.6
Other 9 2.7 Very Rarely 0 0
Professions Managers and higher 24 7.2 Mobile shopping experience No 15 5.1
intellectual professions
Employee 131 39.1 Yes 320 95.5
Entrepreneur 24 7.2
Student 125 37.3
Freelancer 19 5.7
Other 12 3.6
Source(s): Authors’ own analyses
commerce
Contextual
marketing and

Table 1.
IPC in m-

Sample characteristics
AGJSR Factor Cronbach’s Rho
Variable Items codes loading T-value CR AVE alpha value

Contextual perceived CPV_1 0.754 22.820 0.886 0.609 0.839 0.839

value CPV_2 0.821 34.829
CPV_3 0.731 19.389
CPV_4 0.820 37.427
CPV_5 0.772 26.570
CPV_6 0.694* 19.021
Perceived usefulness PU_1 0.827 40.835 0.918 0.736 0.880 0.883
PU_2 0.896 68.346
PU_3 0.861 48.239
PU_4 0.846 34.840
Perceived ease of use PEOU_1 0.868 56.112 0.896 0.741 0.825 0.826
PEOU_2 0.855 36.153
PEOU_3 0.860 45.158
Perceived ubiquity TC_1 0.817 35.613 0.913 0.678 0.881 0.885
TC_2 0.857 48.313
TC_3 0.809 29.293
SF_1 0.795 29.967
SF_2 0.837 37.067
SF_3 0.684* 19.002
Information privacy AWA_1 0.558* 10.112 0.914 0.603 0.891 0.900
concerns AWA_2 0.607* 11.146
AWA_3 0.768 16.897
COLL_2 0.802 25.601
COLL_3 0.755 17.811
COLL_4 0.763 20.109
CONTROL_1 0.812 28.633
CONTROL_2 0.754 29.344
CONTROL_3 0.780 28.701
Customer SS_1 0.899 79.848 0.918 0.788 0.866 0.873
Satisfaction SS_2 0.862 34.149
SS_3 0.901 69.870
Perceived trust PT_1 0.764 26.512 0.895 0.632 0.854 0.864
PT_2 0.823 33.617
PT_3 0.885 48.525
PT_4 0.743 22.554
PT_5 0.752 26.306
Consumer loyalty LOY_1 0.773 25.982 0.884 0.655 0.825 0.826
LOY_2 0.826 37.983
LOY_3 0.836 30.971
Table 2. LOY_4 0.801 33.816
Convergent validity Note(s): *: non-significant relation
and reliability Source(s): Authors’ own analyses

threshold of 0.9 (Henseler, Ringle, & Sarstedt, 2015). Furthermore, our full collinearity test
(Table A2) revealed VIF values below 3.3, indicating the absence of common method bias
(Kock, 2015).

Structural model evaluation

We analyzed the structural model following the steps outlined by Hair, Page, and Brunsveld
(2019). Table 3 presents the statistically significant path coefficient estimates for our
hypotheses, with t-values exceeding 1.96 and p-values below 0.05. However, H1 and H12 were
 Sample mean
Contextual
Std.Beta (M) Std.Error T-statistics P-values R2
F2
Q 2 marketing and
IPC in m-
H1: CPV → SS 0.125 0.125 0.072 1.743 0.081* 0.527 0.017 0.402
H2: CPV → PU 0.486 0.487 0.048 10.180 0.000 0.612 0.488 0.444 commerce
H3: CPV → 0.116 0.112 0.043 2.716 0.007 0.675 0.028 0.424
LOY
H5: PU → SS 0.172 0.172 0.075 2.294 0.022 0.024
H7: PEOU → 0.434 0.434 0.053 8.208 0.000 0.390
PU
H8: PEOU → 0.451 0.451 0.063 7.172 0.000 0.243
SS
H10: PUB → 0.329 0.331 0.060 5.499 0.000 0.115
PT
H12: IPC → PT
0.079
0.080 0.044 1.800 0.072* 0.541 0.011 0.333
H13: IPC → SS 0.146 0.146 0.052 2.801 0.005 0.037
H15: IPC → 0.200 0.200 0.038 5.261 0.000 0.097
LOY
H17: SS → PT 0.505 0.504 0.058 8.647 0.000 0.287
H18: SS → 0.336 0.336 0.066 5.084 0.000 0.155
LOY
H19: PT → 0.373 0.374 0.059 6.376 0.000 0.208 Table 3.
LOY Path coefficient
Note(s): *: non-significant relation estimates, R2, F2
Source(s): Authors’ own analyses and Q2

not found to be significant, leading us to reject the mediation hypotheses H4 and H14. Based
on R square, 67.5% of the variance in consumer loyalty is explained by exogenous variables,
including CPV and IPC, customer satisfaction and perceived trust.
We also used the Cohen coefficient, which is the f square. Thus, we can conclude that the
variable that explains most of the variance in consumer loyalty is perceived trust, while the
variable that explains most of the variance in perceived trust is customer satisfaction. And
the variable that explains most of the variance in customer satisfaction is perceived ease of
use. Additionally, the Stone-Geisser coefficient (Q2) indicates the predictive relevance of the
model. Following Cohen’s (1988) guidelines, all constructs have strong predictive relevance,
while the perceived trust construct has moderate predictive relevance.

Mediation analysis
We used the Preacher and Hayes (2008) approach to examine mediation effects. In the first
stage, we tested the relationship between the independent and dependent variables using
bootstrapping. The results in Table 4 indicate that all five mediation effects were significant
(t-values >1.96, p-value <0.05).
In the second stage, we examined the confidence intervals (LL and UL) to determine if they
included zero. Table 5 reveals that the confidence intervals in all five hypotheses did not
include zero, indicating the presence of mediation. Following Hair et al.’s (2021) guidelines,
both the indirect and direct effects were significant and positive, indicating a complementary
partial mediation. Figure 2 illustrates the results of the SEM model, demonstrating the impact
of each variable on customer satisfaction, perceived trust and consumer loyalty.

Discussion
Through our results, four hypotheses were rejected and sixteen hypotheses were accepted.
The CPV construct aligns with contextual marketing theory and real-time marketing theory,
AGJSR Original Sample Standard deviation T-statistics
sample (O) mean (M) (STDEV) (jO/STDEVj) P-values

H6: PU → SS → 0.084 0.086 0.030 2.819 0.004

LOY
H9: PEOU → 0.151 0.149 0.029 5.119 0.000
SS → LOY
H11: PUB → 0.113 0.114 0.030 3.702 0.000
PT → LOY
H16: IPC → 0.056 0.057 0.022 2.574 0.010
SS → LOY
H20: SS → PT → 0.184 0.183 0.036 5.159 0.000
Table 4. LOY
Indirect effects Source(s): Authors’ own analyses

investigating mobile users’ perception of contextual information/services and its impact on

their purchasing behavior, experiences and loyalty. H1 and H4 were both rejected, while H2
and H3 were accepted. Indicating that CPV has a direct positive effect on perceived usefulness
and customer loyalty which is consistent with the findings of previous studies (Lee & Jun,
2007; Vanessa & Japutra, 2021). However, contrary to the findings of Lee and Jun (2007), it
doesn’t influence customer satisfaction nor does the latter mediates the effect of CPV on
customer loyalty. This implies that perceiving value in contextual information/services does
not necessarily increase customer satisfaction, but it fosters loyalty towards the brand/
company.
Perceived usefulness (PU) and perceived ease of use (PEOU) are key constructs in TAM,
influencing the intention to use m-commerce. H5, H7 and H8 were supported by our empirical
results. Additionally, the mediation hypotheses, stipulating that customer satisfaction
mediates the effect of PU (H6) and PEOU (H9), on consumer loyalty, were accepted based on
the mediation tests. These findings align with prior research (Lee & Jun, 2007; Revels et al.,
2010; Amin et al., 2014; Lee, 2018; Marinkovic & Kalinic, 2017; Anugrah, 2020; Maryanto &
Kaihatu, 2021), emphasizing the importance of PU and PEOU in MC and how they can
improve customer loyalty through enhanced satisfaction.
Perceived ubiquity plays a dual role in m-commerce as both a unique factor and a
contextual variable. H10 and H11 were both accepted. Perceived ubiquity positively affects
perceived trust, consistent with previous studies (Lee, 2005; Zhou, 2012; Hossain et al., 2020),
implying that consumers value the time-saving and spatial flexibility advantages of
m-commerce, leading to positive perceptions of ubiquity and increased trust in ads and
information within the m-commerce context. Furthermore, perceived trust mediates the
impact of perceived ubiquity on consumer loyalty, confirming that improved perceived
ubiquity can enhance customer loyalty through enhanced trust.
Based on our findings, H12 and H14 were rejected as IPC did not have a negative effect on
perceived trust nor mediate the effect on consumer loyalty, contrary to prior research
(Malhotra et al., 2004; Okazaki et al., 2012; Fodor and Brem, 2015; Wong et al., 2019). This
suggests the need to consider other contextual factors such as cultural values, awareness of
privacy and security measures and the level of technological adoption among Moroccan
consumers in shaping and moderating the relationship between IPC, perceived trust and
consumer loyalty. IPC positively affects customer satisfaction, aligning with Onlaor and
Rotchanakitumnuai (2010). Thus, H13 is accepted, implying that a positive perception of
legally responsible behavior towards information privacy leads to improved customer
satisfaction. Furthermore, H15 and H16 are also accepted, aligning with the results of
 Direct Signifiance Indirect Significance
effect (DE) 95% CI of DE t-value P < 0.05 ? effect (ID) 95% CI of, IE t-value P < 0.05? Decision

H6: PU → SS → 0.130 [0.067–0.210] 3.565 Yes 0.131 [0.058–0.203] 3.528 Yes Complementary Partial
LOY Mediation
H9: PEOU → 0.290 [0.227–0.354] 8.870 Yes 0.290 [0.225–0.354] 8.777 Yes Complementary Partial
SS → LOY Mediation
H11: PUB → 0.285 [0.201–0.373] 5.281 Yes 0.086 [0.028–0.145] 3.765 Yes Complementary Partial
PT → LOY Mediation
H16: IPC → 0.113 [0.058–0.180] 3.702 Yes 0.113 [0.054–0.172] 2.877 Yes Complementary Partial
SS → LOY Mediation
H20: SS → 0.336 [0.408–0.625] 5.093 Yes 0.184 [0.113–0.255] 5.111 Yes Complementary Partial
PT → LOY Mediation
Source(s): Authors’ own analyses
commerce
Contextual
marketing and

Table 5.
IPC in m-

and mediation type

Confidence interval
AGJSR

Figure 2.
Model testing
through SEM

(Flavi
an & Guinal
ıu, 2006; Halimi et al., 2011; Lepp€aniemi et al., 2017), indicating that positive
perception of confidentiality and privacy of personal data directly and positively influences
loyalty and can enhance customer loyalty by improving satisfaction.
Satisfaction and trust are key antecedents of customer loyalty and mediating variables in
this study. Based on our findings, customer satisfaction positively influences perceived trust
and loyalty. Thus, H17 and H18 are accepted, consistent with previous research (Mosavi et al.,
2018; Lin & Wang, 2006; Eid, 2011), which proved that higher levels of customer satisfaction
lead to increased customer loyalty. H19 is also accepted, as perceived trust has a positive
impact on consumer loyalty, aligning with prior studies (Chiou, 2004; Lin & Wang, 2006;
Deng et al., 2010; Akg€ ul, 2018). Additionally, perceived trust mediates the relationship
between customer satisfaction and consumer loyalty, validating the findings of Yieh et al.
(2007) and Osman and Sentosa (2013). Therefore, H20 is accepted.

Conclusion and implications

This study examines the effect of contextual perceived value activated by contextual
marketing offers and information privacy concerns on loyalty and the extent to which
customer satisfaction and trust play a mediating role, by proposing and validating an MC
consumers’ loyalty model. Our results show that contextual marketing and IPC are key
determinants in improving customer loyalty in m-commerce. While IPC does not impact
perceived trust negatively, contrary to the results of other researchers, this may be related to
the Moroccan context, potentially influenced by the different cultural values and norms Contextual
around privacy and trust that Moroccan consumers may have. Another possible explanation marketing and
could be related to the current level of technological development and awareness of the
importance of privacy and security measures in Morocco.
IPC in m-
Our research highlights the potential benefits of contextual marketing for both marketers commerce
and consumers in the MC environment and provides key contributions to the field of
consumer behavior in Morocco.

Theoretical contributions
Our research makes significant theoretical contributions to the literature in several ways.
Firstly, it addresses a critical gap in the existing body of knowledge by focusing on MC and
investigating the impact of contextual marketing and IPC specifically in the context of
Morocco, as limited studies have explored these aspects, despite the increasing adoption of
MC in Morocco. By filling this gap, our research provides valuable insights for developing
effective contextual marketing strategies to enhance Moroccan consumer loyalty in the
m-commerce domain. Moreover, our study contributes to the broader understanding of
contextual marketing, IPC and loyalty in MC environments, particularly in developing
countries.
Secondly, our research addresses the limitations emphasized by Lee and Jun (2007) to
investigate the effect of contextual marketing offers on loyalty and the need to explore the
influence of customers’ concerns about privacy on CS. Loyalty is a crucial factor that predicts
future profitability and by validating the proposed MC consumers’ loyalty model, our study
offers an initial framework to comprehend the effects of contextual marketing on loyalty.
Furthermore, our model incorporates the IPC construct, recognizing its significance in
influencing loyalty in the MC environment. It further validates satisfaction and trust as
crucial drivers of consumer loyalty in m-commerce.
Finally, this study extends prior findings, by proposing and validating an integrated MC
consumers’ loyalty model, investigating the effect CPV, IPC, ubiquity, TAM and loyalty with
customer satisfaction and trust as mediating variables. Moreover, our findings highlight the
importance of considering cultural context in understanding the relationship between IPC
and trust, suggesting the need for further research to comprehend the complexities of this
relationship in different cultural contexts.

Practical implications
Our research offers insights into the significance of contextual marketing strategies for
marketers and the opportunities presented by m-commerce factors that influence consumer
decisions, thereby creating valuable triggers along the customer journey. Our findings can
inform the development of effective marketing strategies for MC in Morocco and other
developing countries.
While contextual marketing has been effective in stimulating purchases. Today it has a
greater revolutionary power, by delivering highly targeted ads to mobile users and
leveraging advanced technologies such as AI and machine learning, to drive growth
and enhance consumer loyalty. It serves as an effective strategy to cut through the noise and
motivate modern Moroccan buyers.
Our research findings emphasize key insights for marketers. Specifically, CPV positively
influences consumer loyalty, perceived ubiquity has a positive impact on perceived trust,
consequently influencing consumer loyalty and IPC positively affects both customer
satisfaction and consumer loyalty. It also highlights the importance of PU and PEOU in
improving consumer satisfaction and loyalty. Additionally, perceived ubiquity in
AGJSR m-commerce fosters positive perceptions and trust in advertisements and services due to its
advantages, including time-saving and spatial flexibility.
These findings inform businesses and practitioners in the MC context, enabling better
decision-making and strategy development for driving consumer loyalty. By focusing on
providing relevant and context-sensitive offers tailored to customers based on their location,
purchase history, or other relevant factors. Optimizing websites for mobile devices and
adopting an omnichannel approach to enhance accessibility and availability. Building trust
and ensuring perceived security, increasing customer satisfaction and ultimately loyalty
through building long-term relationships with customers and ensuring data privacy through
proper use of consented first-party data and eliminating invasive pop-ups and
advertisements that bombard users.
Moreover, in the age of ubiquitous mobile devices and abundant information, leveraging
context in decision-making empowers marketers to create compelling ad campaigns that
connect with consumers and boost interaction and sales and build loyalty. Our findings
support this, by encouraging businesses and practitioners to develop contextual marketing
strategies to achieve success in their advertising efforts.

Limitations and future research directions

While this research provides theoretical and practical contributions, the following limitations
may be addressed in future research. One limitation is the non-probability convenience
sampling method used in this study, which limits the generalizability of the findings. Our
research examines the effect of contextual marketing, in the MC environment. Further
research could explore its effect on mobile advertising, messaging or apps, providing new
insights. Qualitative studies can uncover additional contextual elements and provide
practical implications specific to the Moroccan context. Furthermore, investigating the
impact of contextual marketing on customer experience and exploring other contextual
variables influencing customer loyalty are promising research directions. Additionally,
studying the integration of AI into contextual marketing strategies can shed light on its role
in today’s digital era.

References
Akg€
ul, Y. (2018). An analysis of customers’ acceptance of internet banking: An integration of E-trust
and service quality to the TAM–the case of Turkey. In E-Manufacturing and E-Service
Strategies in Contemporary Organizations (pp. 154–198). IGI Global.
Amin, M., Rezaei, S., & Abolghasemi, M. (2014). User satisfaction with mobile websites: The impact of
perceived usefulness (PU), perceived ease of use (PEOU) and trust. Nankai Business Review
International, 5(3), 258–274.
Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework.
Psychology and Marketing, 20(2), 123–138.
Anugrah, F. T. (2020). Effect of promotion and ease of use on customer satisfaction and loyalty on
OVO application users. Quantitative Economics and Management Studies, 1(1), 44–50.
Anwar, A., Thongpapanl, N., & Ashraf, A. R. (2020). Strategic imperatives of mobile commerce in
developing countries: The influence of consumer innovativeness, ubiquity, perceived value, risk
and cost on usage. Journal of Strategic Marketing, 29(8), 722–742.
Ashraf, A. R., Thongpapanl, N., Menguc, B., & Northey, G. (2017). The role of m-commerce readiness
in emerging and developed markets. Journal of International Marketing, 25(2), 25–51.
Baabdullah, A. M., Alalwan, A. A., Rana, N. P., Kizgin, H., & Patil, P. (2019). Consumer use of mobile
banking (M-Banking) in Saudi Arabia: Towards an integrated model. International Journal of
Information Management, 44, 38–52.
Bandara, R. J., Fernando, M., & Akter, S. (2021). Construing online consumers’ information Contextual
privacy decisions: The impact of psychological distance. Information and Management, 58(7),
103497. marketing and
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social
IPC in m-
psychological research: Conceptual, strategic and statistical considerations. Journal of commerce
Personality and Social Psychology, 51(6), 1173.
Berrado, A., Elfahli, S., & El Garah, W. (2013). Using data mining techniques to investigate the factors
influencing mobile payment adoption in Morocco. In 2013 8th International Conference on
Intelligent Systems: Theories and Applications (SITA) (pp. 1–5). IEEE.
Bighrissen, B. (2021). Determinants of intention to continue usage of mobile shopping apps: Empirical
evidence from Morocco. In International Conference on Business and Technology (pp. 509–527)
Cham: Springer International Publishing.
Chi, T. (2018). Understanding Chinese consumer adoption of apparel mobile commerce: An extended
TAM approach. Journal of Retailing and Consumer Services, 44, 274–284.
Chiou, J. S. (2004). The antecedents of consumers’ loyalty toward Internet service providers.
Information and Management, 41(6), 685–695.
Chopdar, P. K. & Balakrishnan, J. (2020). Consumers response towards mobile commerce applications:
SOR approach. International Journal of Information Management, 53, 102106.
Cohen, J. (1988). Statistical power analysis for the behavioural sciences (Vol. 56, p. 102), Chicago.
Dalcher, I. & Shine, J. (2003). Extending the new technology acceptance model to measure the end user
information systems satisfaction in a mandatory environment: A bank’s treasury. Technology
Analysis and Strategic Management, 15(4), 441–455.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology:
A comparison of two theoretical models. Management Science, 35(8), 982–1003.
Deng, Z., Lu, Y., Wei, K. K., & Zhang, J. (2010). Understanding customer satisfaction and loyalty:
An empirical study of mobile instant messages in China. International Journal of Information
Management, 30(4), 289–300.
Devaraj, S., Fan, M., & Kohli, R. (2002). Antecedents of B2C channel satisfaction and preference:
Validating e-commerce metrics. Information Systems Research, 13(3), 316–333.
Dinev, T. & Hart, P. (2006). An extended privacy calculus model for e-commerce transactions.
Information Systems Research, 17(1), 61–80.
Dou, X., Fan, A., & Cai, L. (2020). Mobile contextual marketing in a museum setting. Journal of
Services Marketing, 35(5), 559–571.
Eggert, A., & Ulaga, W. (2002). Customer perceived value: A substitute for satisfaction in business
markets? Journal of Business and Industrial Marketing, 17(2/3), 107–118.
Eid, M. I. (2011). Determinants of e-commerce customer satisfaction, trust and loyalty in Saudi Arabia.
Journal of Electronic Commerce Research, 12(1), 78.
Flavi
an, C., & Guinal
ıu, M. (2006). Consumer trust, perceived security and privacy policy: three basic
elements of loyalty to a web site. Industrial Management and Data Systems, 106(5), 601–620.
Fodor, M. & Brem, A. (2015). Do privacy concerns matter for millennials? Results from an empirical
analysis of location-based services adoption in Germany. Computers in Human Behavior, 53,
344–353.
Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables
and measurement error. Journal of Marketing Research, 18(1), 39–50.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated
model. MIS Quarterly, 27(1), 51–90.
Gummerus, J. & Pihlstr€om, M. (2011). Context and mobile services’ value-in-use. Journal of Retailing
and Consumer Services, 18(6), 521–533.
AGJSR Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least
squares structural equation modeling (PLS-SEM) using R: A workbook (p. 197). Springer
Nature.
Hair, J. F., Page, M., & Brunsveld, N. (2019). Essentials of business research methods. New York:
Routledge.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2012). Partial least squares: The better approach to structural
equation modeling? Long Range Planning, 45(5-6), 312–319.
Halimi, A. B., Chavosh, A., & Choshalyc, S. H. (2011). The influence of relationship marketing tactics
on customer’s loyalty in B2C relationship–the role of communication and personalization.
European Journal of Economics, Finance and Administrative Science, 31, 49–56.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in
variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43,
115–135.
Hossain, S. F. A., Xi, Z., Nurunnabi, M., & Hussain, K. (2020). Ubiquitous role of social networking in
driving M-commerce: Evaluating the use of mobile phones for online shopping and payment in
the context of trust. Sage Open, 10(3), 2158244020939536.
Hsiao, W. H. & Chang, T. S. (2014). Understanding consumers’ continuance intention towards mobile
advertising: A theoretical framework and empirical study. Behaviour and Information
Technology, 33(7), 730–742.
Kassim, N. M. & Abdullah, N. A. (2008). Customer loyalty in e-commerce settings: An empirical study.
Electronic Markets, 18(3), 275–290.
Kenny, D., & Marshall, J. F. (2000). Contextual marketing. Harvard Business Review, 78(6), 119–125.
Kim, J., Jin, B., & Swinney, J. L. (2009). The role of etail quality, e-satisfaction and e-trust in online
loyalty development process. Journal of Retailing and Consumer Services, 16(4), 239–247.
Kleijnen, M., De Ruyter, K., & Wetzels, M. (2007). An assessment of value creation in mobile service
delivery and the moderating role of time consciousness. Journal of Retailing, 83(1), 33–46.
Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach.
International Journal of e-Collaboration (Ijec), 11(4), 1–10.
Lee, H. (2018). Intrinsic and extrinsic motivations affecting impulse-buying tendency in mobile
shopping. Social Behavior and Personality: An International Journal, 46(4), 683–694.
Lee, K. C. & Chung, N. (2009). Understanding factors affecting trust in and satisfaction with mobile
banking in Korea: A modified DeLone and McLean’s model perspective. Interacting with
Computers, 21(5-6), 385–392.
Lee, T. (2005). The impact of perceptions of interactivity on customer trust and transaction intentions
in mobile commerce. Journal of Electronic Commerce Research, 6(3), 165.
Lee, T. & Jun, J. (2007). Contextual perceived value?: Investigating the role of contextual marketing for
customer relationship management in a mobile commerce context. Business Process
Management Journal, 13(6), 798 814.
Lee, W. O. & Wong, L. S. (2016). Determinants of mobile commerce customer loyalty in Malaysia.
Procedia-Social and Behavioral Sciences, 224, 60–67.
Lepp€aniemi, M., Karjaluoto, H., & Saarij€arvi, H. (2017). Customer perceived value, satisfaction and
loyalty: The role of willingness to share information. The International Review of Retail,
Distribution and Consumer Research, 27(2), 164–188.
Li, Y., Rho, E. H. R., & Kobsa, A. (2022). Cultural differences in the effects of contextual factors and
privacy concerns on users’ privacy decision on social networking sites. Behaviour and
Information Technology, 41(3), 655–677.
Lin, H.-H. and Wang, Y.-S. (2006). An examination of the determinants of customer loyalty in mobile
commerce contexts. Information and Management, 43(3), 271–282.
Luo, X. (2003). The performance implications of contextual marketing for electronic commerce. Journal Contextual
of Database Marketing and Customer Strategy Management, 10, 231–239.
marketing and
Luo, X., Andrews, M., Fang, Z., & Phang, C. W. (2014). Mobile targeting. Management Science, 60(7),
1738–1756.
IPC in m-
Mahapatra, S. (2013). A comparative study of service quality between private and public hospitals:
commerce
Empirical evidences from India. Journal of Medical Marketing, 13(2), 115–127.
Malhotra, N. K., Kim, S. S., & Agarwal, J. (2004). Internet users’ information privacy concerns (IUIPC):
The construct, the scale and a causal model. Information Systems Research, 15(4), 336–355.
Marinkovic, V., & Kalinic, Z. (2017). Antecedents of customer satisfaction in mobile commerce:
Exploring the moderating effect of customization. Online Information Review, 41(2),
138–154.
Maryanto, R. H. & Kaihatu, T. S. (2021). Customer loyalty as an impact of perceived usefulness to grab
users, mediated by customer satisfaction and moderated by perceived ease of use. Binus
Business Review, 12(1), 31–39.
Mazerant, K., Willemsen, L. M., Neijens, P. C., & van Noort, G. (2021). Spot-on creativity: Creativity
biases and their differential effects on consumer responses in (non-) real-time marketing.
Journal of Interactive Marketing, 53, 15–31.
McKenna, R. (1995). Real-time marketing. Harvard Business Review, 73(4), 87–95.
McMullan, R., & Gilmore, A. (2008). Customer loyalty: An empirical study. European Journal of Marketing,
42(9/10), 1084–1094.
Merisavo, M., Kajalo, S., Karjaluoto, H., Virtanen, V., Salmenkivi, S., Raulas, M., & Lepp€aniemi, M.
(2007). An empirical study of the drivers of consumer acceptance of mobile advertising. Journal
of Interactive Advertising, 7(2), 41–50.
Mosavi, S. M., Sangari, M. S., & Keramati, A. (2018). An integrative framework for customer switching
behavior. The Service Industries Journal, 38(15-16), 1067–1094.
Okazaki, S. (2009). Social influence model and electronic word of mouth: PC versus mobile internet.
International Journal of Advertising, 28(3), 439–472.
Okazaki, S. & Mendez, F. (2013). Exploring convenience in mobile commerce: Moderating effects of
gender. Computers in Human Behavior, 29(3), 1234–1242.
Okazaki, S., Molina, F. J., & Hirose, M. (2012). Mobile advertising avoidance: Exploring the role of
ubiquity. Electronic Markets, 22(3), 169–183.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions.
Journal of Marketing Research, 17(4), 460–469.
Onlaor, W. & Rotchanakitumnuai, S. (2010). Enhancing customer loyalty towards corporate social
responsibility of Thai mobile service providers. World Academy of Science, Engineering and
Technology, 40(6), 41–52.
Osman, Z. & Sentosa, I. (2013). A study of mediating effect of trust on customer satisfaction and
customer loyalty relationship in Malaysian rural tourism. European Journal of Tourism
Research, 6(2), 192–206.
Preacher, K. J. & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and
comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3),
879–891.
Reichheld, F. F. (1993). Loyalty-based management. Harvard Business Review, 71(2), 64–73.
Revels, J., Tojib, D., & Tsarenko, Y. (2010). Understanding consumer intention to use mobile services.
Australasian Marketing Journal (AMJ), 18(2), 74–80.
Singh, S., Zolkepli, I. A., & Kit, C. W. (2018). New wave in mobile commerce adoption via mobile
applications in Malaysian market: Investigating the relationship between consumer acceptance,
trust and self efficacy. International Journal of Interactive Mobile Technologies, 12(7).
AGJSR Tabachnick, B. G., & Fidell, L. S. (2014). Using multivariate statistics. Harlow. Essex: Pearson
Education.
Thomadsen, R., Rooderkerk, R. P., Amir, O., Arora, N., Bollinger, B., Hansen, K., . . ., & Wood, W.
(2018). How context affects choice. Customer Needs and Solutions, 5, 3–14.
Vanessa, N. & Japutra, A. (2021). Contextual marketing based on customer buying pattern in grocery
e-commerce: The case of bigbasket.com (India). ASEAN Marketing Journal, 9(1), 5.
Verhoef, P. C., Stephen, A. T., Kannan, P. K., Luo, X., Abhishek, V., Andrews, M., . . . & Zhang, Y.
(2017). Consumer connectivity in a complex, technology-enabled, and mobile-oriented world
with smart products. Journal of Interactive Marketing, 40(1), 1–8.
Wong, W. P. M., Tan, K. L., & Lim, B. C. Y. (2019). The effect of technology trust on customer
E-loyalty in online shopping and the mediating effect of trustworthiness. Journal of Marketing
Advances and Practices, 1(2), 38–51.
Wu, L. (2016). Understanding the impact of media engagement on the perceived value and acceptance
of advertising within mobile social networks. Journal of Interactive Advertising, 16(1), 59 73.
Wu, J. (2021). Study on the influencing factors of customer loyalty in large smart home furnishing
stores. In Advancements in Mechatronics and Intelligent Robotics: Proceedings of ICMIR 2020
(pp. 91–100). Springer Singapore.
Wu, J.H. & Wang, S.C. (2005). What drives mobile commerce?: An empirical evaluation of the revised
technology acceptance model. Information and Management, 42(5), 719–729.
Xu, H., Luo, X.R., Carroll, J.M., & Rosson, M.B. (2011). The personalization privacy paradox: An
exploratory study of decision making process for location-aware marketing. Decision Support
Systems, 51(1), 42–52.
Yieh, K., Chiao, Y.C., & Chiu, Y.K. (2007). Understanding the antecedents to customer loyalty by
applying structural equation modeling. Total Quality Management and Business Excellence,
18(3), 267–284.
Zaki, M. (2019). Digital transformation: harnessing digital technologies for the next generation of
services. Journal of Services Marketing, 33(4), 429–435.
Zaoui, S., Hamou-ou-Brahim, S.A., Zhou, H., Omrane, A., & Huang, D. (2021). Consumer purchasing
behaviour towards strategic innovation management practices in Morocco during COVID-19
health crisis. FIIB Business Review, 10(2), 158–171.
Zerr, K., Albert, R., & Forster, A. (2017). Context sensitive digital marketing-A conceptual framework
based on the service dominant logic approach. In International Conference on HCI in Business,
Government and Organizations (pp. 298–312) Cham: Springer.
Zhou, T. (2011). The impact of privacy concern on user adoption of location-based services. Industrial
Management and Data Systems, 111(2), 212–226.
Zhou, T. (2012). Examining mobile banking user adoption from the perspectives of trust and flow
experience. Information Technology and Management, 13, 27–37.

Further reading
Wetzels, M., Odekerken-Schr€oder, G., & Van Oppen, C. (2009). Using PLS path modeling for assessing
hierarchical construct models: Guidelines and empirical illustration. MIS Quarterly, 177–195.
Wu, X., Chen, Q., Zhou, W., & Guo, J. (2010). A review of mobile commerce consumers’ behaviour
research: Consumer acceptance, loyalty and continuance (2000-2009). International Journal of
Mobile Communications, 8(5), 528–560.
Appendix Contextual
marketing and
IPC in m-
CPV IPC LOY PEOU PT PU PUB SS commerce
CPV 0.780
IPC 0.375 0.777
LOY 0.539 0.483 0.809
PEOU 0.444 0.342 0.510 0.861
PT 0.485 0.280 0.720 0.444 0.795
Table A1.
PU 0.679 0.362 0.584 0.650 0.546 0.858 Discriminant validity–
PUB 0.544 0.461 0.703 0.622 0.640 0.697 0.823 Fornell-Larcker
SS 0.497 0.412 0.736 0.668 0.699 0.603 0.688 0.887 criterion–Square root
Source(s): Authors’ own analyses of AVE

CPV IPC LOY PEOU PT PU PUB SS

CPV 1.473 1.245

IPC 1.266 1.174
LOY
PEOU 1.245 1.769
PT 2.068
PU 1.803
PUB 1.9
SS 2.237 1.9 Table A2.
Source(s): Authors’ own analyses Common method bias

Corresponding author
Aya Irgui can be contacted at: aya.irgui@uit.ac.ma

For instructions on how to order reprints of this article, please visit our website:
www.emeraldgrouppublishing.com/licensing/reprints.htm
Or contact us for further details: permissions@emeraldinsight.com