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Driving growth of Mwallets in emerging markets: a retailer’s perspective

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  • V. Kumar

    (Georgia State University
    Huazhong University of Science and Technology
    Indian School of Business
    TAMU)

  • Nandini Nim

    (Georgia State University)

  • Amalesh Sharma

    (Texas A&M University)

Abstract

The technology growth and evolving customer expectations in emerging markets have led firms to search for strategic tools to engage customers. The digital payment industry has seen the emergence of a new mobile-based service called Mwallet: a digital version of a physical wallet. Although there has been excitement, firms lack guidance regarding leveraging the potential of Mwallets. Relying on the extant literature, industry reports, and a qualitative study, we investigate the strategic potential of Mwallets for retailers. We develop a research framework and provide multiple research propositions linking Mwallet integration to customer engagement (CE) and discussing the moderating effects of market, firm, and customer-related factors. We find that Mwallet integration will have an S-shaped relationship with CE. An initial empirical investigation provides evidence for the effect of Mwallet on CE. This research is the first step towards linking Mwallet to a retailer’s performance; it demonstrates academic and managerial relevance.

Suggested Citation

  • V. Kumar & Nandini Nim & Amalesh Sharma, 2019. "Driving growth of Mwallets in emerging markets: a retailer’s perspective," Journal of the Academy of Marketing Science, Springer, vol. 47(4), pages 747-769, July.
    • Handle: RePEc:spr:joamsc:v:47:y:2019:i:4:d:10.1007_s11747-018-0613-6
    DOI: 10.1007/s11747-018-0613-6
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    Cited by:

    1. Ashwarya Kapoor & Rajiv Sindwani & Manisha Goel, 2024. "Mobile Wallets: Theoretical and Empirical Analysis," Global Business Review, International Management Institute, vol. 25(2_suppl), pages 211-228, April.
    2. Vikram Choudhary & Rajesh K Aithal, 2023. "Low-cost Technologies for Kirana (Small) Retail: A Game Changer?," IIM Kozhikode Society & Management Review, , vol. 12(2), pages 250-258, July.
    3. Sachin Kumar Sharma & P. Vigneswara Ilavarasan & Stan Karanasios, 2024. "Small businesses and FinTech: a systematic review and future directions," Electronic Commerce Research, Springer, vol. 24(1), pages 535-575, March.
    4. Hameed, Irfan & Akram, Umair & Khan, Yamna & Khan, Naveed R. & Hameed, Imran, 2024. "Exploring consumer mobile payment innovations: An investigation into the relationship between coping theory factors, individual motivations, social influence and word of mouth," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    5. Anirban Adhikary & Krishna Sundar Diatha & Sourav Bikash Borah & Amalesh Sharma, 2021. "How does the adoption of digital payment technologies influence unorganized retailers’ performance? An investigation in an emerging market," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 882-902, September.
    6. Malobi Mukherjee & Jacob Wood, 2021. "Consolidating Unorganised Retail Businesses through Digital Platforms: Implications for Achieving the UN Sustainable Development Goals," Sustainability, MDPI, vol. 13(21), pages 1-28, October.
    7. Ajimon George & Prajod Sunny, 2021. "Developing a Research Model for Mobile Wallet Adoption and Usage," IIM Kozhikode Society & Management Review, , vol. 10(1), pages 82-98, January.
    8. Wang, Xin (Shane) & Ryoo, Jun Hyun (Joseph) & Bendle, Neil & Kopalle, Praveen K., 2021. "The role of machine learning analytics and metrics in retailing research," Journal of Retailing, Elsevier, vol. 97(4), pages 658-675.
    9. Aloysius Bagas Pradipta Irianto & Pisit Chanvarasuth, 2025. "Drivers and Barriers of Mobile Payment Adoption Among MSMEs: Insights from Indonesia," JRFM, MDPI, vol. 18(5), pages 1-23, May.
    10. Ehret, Michael & Olaniyan, Rotimi, 2023. "Banking the unbanked. Constitutive rules and the institutionalization of mobile payment systems in Nigeria," Journal of Business Research, Elsevier, vol. 163(C).
    11. Egemen Hopalı & Özalp Vayvay & Zeynep Tuğçe Kalender & Deniz Turhan & Ceyda Aysuna, 2022. "How Do Mobile Wallets Improve Sustainability in Payment Services? A Comprehensive Literature Review," Sustainability, MDPI, vol. 14(24), pages 1-30, December.
    12. Mall, Sunita & Panigrahi, Tushar Ranjan & Kabir Hassan, M., 2024. "Neo banking: A bibliometric review of the current research trend and future scope," International Review of Economics & Finance, Elsevier, vol. 96(PA).
    13. Kaushik Mukerjee, 2024. "Augmented reality and customer engagement in the context of e-banking," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(4), pages 1559-1571, December.
    14. Lu, Steven Qiang & Pauwels, Koen, 2024. "More transactions but a lower average transaction value: How mobile payment apps influence consumer purchases through time-savings," International Journal of Research in Marketing, Elsevier, vol. 41(4), pages 761-776.

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