Atlantic Marketing Journal 

About: Atlantic Marketing Journal is an academic journal. The journal publishes majorly in the area(s): Marketing management & Social media. Over the lifetime, 165 publications have been published receiving 600 citations.

The Influence of Social Networking Sites on Buying Behaviors of Millennials

Abstract: Social media sites have become an important part of Millennials lives. According to the Pew Research Center (2010), Millennials' are living their lives on the internet. Social media can be linked to a positive association providing instrumental value that assists consumers in making decisions about what product to buy, when to buy, and where to buy (Weigand, 2009). With social media becoming a large portion of the promotion mix, it is important to understand the motivation behind buying behaviors and if social media plays a role in influencing those behaviors. The purpose of this research was to determine the influence of social networking sites influence on buying behaviors of Millennials.

The Strategic Importance of Customer Value

Abstract: This paper examines the importance of customer value as a strategic approach to doing business in the 21 st century hypercompetitive marketplace and marketspace. It explores the customer value theory of Professor Art Weinstein as a valid conceptual framework for strategically positioning an organization through market orientation to design and deliver superior customer value for competitive advantage. Citing examples, the author argues that customers are not simply just buyers of goods and services, but must be seen as strategic business partners. Furthermore, the author examines the role that customer service and value creation play in the development of competitive advantage and market positions by examining the differences between market driving and market driven companies relative to the customer value concept and theory. Two important frameworks proposed by Weinstein are used to communicate the strategic importance of customer value: the CVF and the SQIP models.

Social Media and Negative Word of Mouth: Strategies for Handing Unexpecting Comments

Abstract: Increased usage of social media by consumers impacts businesses that find it necessary to participate to connect with customers. Because social media is conversational in nature, marketers have little control over the message, unlike more traditional forms of marketing communication. The purpose of this paper is to flesh out the tensions that exist as marketers deal with consumer- generated negative social media messages and present possible responses for marketers dealing with this form of negative word of mouth (WOM). Its contribution lies in unpacking options for companies dealing with such negative social media. Case studies and a conceptual model identifying possible strategies for businesses dealing with negative social media attacks are presented. The five general strategies identified are: delay, respond, partner, legal action, and censorship. Understanding and use of these strategies can assist businesses in dealing with negative WOM and can potentially help them protect their brand image and profitability.

Online Product Search and Purchase Behavior of Generation Y

Abstract: This paper examines online product search and purchase behaviors of Generation Y. A survey of 116 undergraduate college students with questions regarding the types of products researched and purchased over the Internet, the type of information they looked for when researching the products, reasons for not purchasing products online, and reasons for returning products purchased over the Internet. While both male and female college students use the Internet to research and purchase products, the findings indicate that they differ significantly in the types of products they research and purchase online, the kinds of information they sought when researching products over the Internet, and their reasons for not purchasing a product online.

Shopping Cart Abandonment in Online Shopping

Abstract: Shopping cart abandonment in online shopping is a growing concern for retailers because it represents lost sales. This study looks at perceived risk and perceived ownership in relation to shopping cart abandonment. It is hypothesized that perceived risk in intended behavior will affect actual purchase behavior and perceived ownership in intended behavior will positively affect perceived ownership in actual behavior. It is believed that decreasing risk will also decrease cart abandonment and increasing ownership will increase transaction completion therefore decreasing cart abandonment. A survey was administered and results showed that the most common perceived risk in abandoning the cart was financial risk. Results showed that there was a significant correlation between perceived ownership in intended behavior and actual purchase behavior however, 33% of the respondents indicated that they were likely to abandon the cart even with a sense of ownership.