https://cronfa.swan.ac.uk/Record/cronfa54400/Download/54400__17763__d6602f13cc44449b8145bc15173fc903.pdf

Setting the future of digital and social media marketing research: Perspectives and research propositions

In the current context of globalization, firms have concentrated their efforts on the development of international brands. As a result, international brand portfolios have been restructured, and many successful local brands have been eliminated. This article's objective is to improve the understanding of local brand differences and competitive advantages relative to international brands. To achieve this, the authors reanalyzed the Young & Rubicam database Brand Asset Valuator and examined more than 744 brands across the four largest countries in Europe: the United Kingdom, Germany, France, and Italy. The authors discuss the managerial implications of the findings for international marketers as they develop their ideal international brand portfolios.

Executive Insights: Real Differences Between Local and International Brands: Strategic Implications for International Marketers

– The purpose of this paper is to investigate e‐tail store attributes that develop customers' positive perceptions of e‐tail store image, and determines whether or not they develop a sense of loyalty to an e‐tailer., – Acknowledging the importance of customer retention, this paper is designed to examine e‐customer loyalty intentions toward the e‐tailer. To understand the concept of loyalty toward an e‐tailer, this study focuses on the importance of the final stage of the customer decision‐making process: post‐purchase evaluation. This paper develops a model that describes the extent to which e‐tail store image (derived from a set of e‐tail store attributes) indicates patronage intentions and finally predicts customer loyalty. We use the structural equation modeling to test the model and hypotheses., – Results in this paper indicate that e‐tail store image is derived from e‐merchandise, e‐service, and e‐shopping atmosphere attributes, all of which support the way consumers shop. A favorable e‐tail store image positively influences e‐patronage intentions, which thus leads to e‐loyalty., – The research in this paper provides a conceptual model that will help e‐retailers better articulate how and why consumers may be e‐loyal shoppers. Second, the research identifies attributes, unique to online shopping that serve as the basis for conceptualizing e‐tail image as a second order factor.

Developing Customer Loyalty from E-tail Store Image Attributes

Purpose




The purpose of this paper is to understand the role of post-purchase logistic services on customer satisfaction and future purchase decision, to reveal any differences across China and Taiwan, to fill in a gap in the literature focused on post-purchase logistic activities related to shipping, return, and tracking, to provide managerial guidance in logistics for e-commerce, and to develop insights on logistic services for future research.




Design/methodology/approach




Using a validated survey instrument, 384 respondents in China and 145 respondents in Taiwan are collected. The research model is analyzed using component-based estimation approach to structural equation modeling.




Findings




The structural equation analysis of the study found that post-purchase shipping and tracking have an impact on customer satisfaction in both China and Taiwan. It also found that customer service is the most significant factor among the examined antecedents for online shoppers in China. While, return service is more important for shoppers in Taiwan. Finally, customer satisfaction played a stronger positive role for online shoppers in Taiwan as compared to their counterparts in China.




Research limitations/implications




This research extended the current literature about post-purchase logistic services in an online shopping environment with a literature-based research model and good empirical data support. However, one limitation of the study is that the data collected represents a cross-sectional sample; future research should examine longitudinal sample to study customers’ purchase intentions over time.




Practical implications




This study can help both scholars and practitioners understand the importance of tracking, return, shipping, and customer service in an online shopping environment and across countries. It provides insights on designing e-commerce relevant shipping services to satisfy and attract customers across countries.




Originality/value




The study investigated how post-purchase activities contributed to customer satisfaction in online shopping and explored the influence of customer satisfaction on future purchase intention in China and Taiwan. This is one of the first studies available in the literature to provide empirical support and managerial insights about post-purchase activities related to shipping, tracking, and returns for e-commerce with cross-regional comparison.

Post-purchase shipping and customer service experiences in online shopping and their impact on customer satisfaction: An empirical study with comparison

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PubMed Central

The literature on destructive leadership has largely ignored the perspective of the subordinate, especially in terms of conflict coping mechanisms. This study aims to integrate research on destructive leadership and subordinates’ voice behaviour as a conflict coping mechanism. Drawing on the social exchange, conservation of resources and social identity theories, it argues that destructive leadership negatively affects employees’ voice behaviour and that this relationship is moderated by subordinate personality and organization climate.,The proposed model was tested on a sample of 275 professionals working in the banking and insurance sector in India using a temporal research design with data collected in two phases six months apart. Partial least squares structural equation modelling was used for data analysis.,The results support the main effect relationship between destructive leadership and subordinates’ voice behaviour and the moderation of subordinates’ personality and organizational climate. Temporal analysis indicates that the nature of some relationships changed across the two time periods.,A greater understanding of destructive leader behaviour and resultant coping strategies of subordinates is likely to provide insights for managers facing such situations. The findings of this study will inform the creation of redressal and voice mechanisms in organizations.,This is among the first studies to examine the impact of negative forms of leadership on subordinates’ conflict coping mechanisms using a temporal lag design across two time periods.

A temporal study on subordinate’s response to destructive leadership: voice withdrawal as a conflict coping mechanism

Mobile advertising: A review of the literature

New media has brought customers closer, they extensively indulge in eWOM. Unlike face to face WOM, which originates from known sources, eWOM on social media may originate from lesser known/unknown sources. Drawing on source credibility theory and persuasion research, aim of this study is to understand the interactive and distinct role of source and message credibility of eWOM towards consumer's brand attitude. Brand attitude may be influenced differently by different levels and combinations of source and content (message) credibility. Using the Facebook interface 246 between subject factorial design experiments are conducted. Two-way interaction effect of source and message credibility over consumer's brand attitude is tested; further one-way analysis of variance is tested to examine the varying influence of different levels and combinations of source and message credibility. A significant two-way interaction of source and message credibility moderate brand attitude. Results suggest that different levels and combinations of perceived source and message credibility, on social networking site influence consumer's brand attitude inconsistently. Study recommends caution to marketers while selecting online influencers for 'induced eWOM' campaign as believability may be moderated by all the different cues of credibility differently.

eWOM via social networking site: source versus message credibility

We propose a system that extracts the most relevant figures and tables from a set of topically related source documents. These are then integrated into the extractive text summary produced using the same set. The proposed method is domain independent. It predominantly focuses on the generation of a ranked list of relevant candidate units (figures/tables), in order of their computed relevancy. The relevancy measure is based on local and global scores that include direct and indirect references. In order to test the system performance, we have created a test collection of document sets which do not adhere to any specific domain. Evaluation experiments show that the system generated ranked list is in statistically significant correlation with the human evaluators' ranking judgments. Feasibility of the proposed system to summarize a document set which contains figures/tables as their salient units is made clear in our concluding remark.

Ashish Sadh

Papers

A temporal study on subordinate’s response to destructive leadership: voice withdrawal as a conflict coping mechanism

Mobile advertising: A review of the literature

eWOM via social networking site: source versus message credibility

Extraction of relevant figures and tables for multi-document summarization

Customer disengagement in business-to-business markets: A framework for analysis