Showing papers in "Journal of Research in Interactive Marketing in 2017"

Omni-channel marketing, integrated marketing communications and consumer engagement: A research agenda

Abstract: In this invited paper, the authors aim to offer an integrated marketing communications (IMC) framework for understanding how disparate customer touchpoints impact consumer engagement and profitability in an omni-channel environment. For each aspect of the framework, the authors recommend areas for further research.,The authors review literature linking personal and electronic channels of communication in an omni-channel context to consumer engagement, with an emphasis on channel and message unity.,Five major research areas were identified: research that better links omni-channel and IMC theory and practice; conceptual and empirical research that helps operationalize the consumer-brand engagement construct, including its antecedents and consequences; Build understanding of off- and on-line consumer-brand touchpoints and how they may enhance engagement and profitability; how omni-channel IMC best monetizes buyer–seller relationships; and omni-channel IMC in other consumer decision contexts.,The emergence of omni-channel marketing is breaking down the silos across available consumer-brand touchpoints. The intersection of effective omni-channel marketing and IMC strategic and tactical initiatives offers marketers an opportunity to engage their customers and to form profitable relationships.,The authors proposed an omni-channel IMC Framework and a research agenda for advancing the field. As this is a new area of inquiry, the authors argue for the development of other comprehensive frameworks, both for general omni-channel IMC conceptualizations.

How trust moderates social media engagement and brand equity

Abstract: The purpose of this paper is threefold: first, to develop and measure customer engagement scale in context to social media (SM); second, to elucidate the variables that impact customers’ brand engagement on SM and its impact in building customer-based brand equity; and finally, to examine the moderating role of trust in SM brand engagement and brand equity relationship.,The data were collected from 767 SM users working in multinational corporations of Gurgaon city, using purposive sampling technique. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were undertaken to analyze the data.,The paper outcomes indicated SM brand engagement as a bi-dimensional construct comprising information interest and personal interest. Both social factors and consumer-based factors significantly influence customers’ SM brand engagement. Specifically, results depicted that tie-strength and social identity (social factors); and opportunity seeking and product selection (consumer-based factors) strongly influence customers’ SM brand engagement in comparison to other factors.,The research has two major limitations. First, it is limited to Gen Y only. How older and younger consumers interact with brands via SM can stimulate theoretical development as well as furnish potentially valuable strategic opportunities to brand managers in future research. Second, relationship between SM brand engagement and brand equity is examined using trust as a moderating variable. Thus, the effect of other moderating factors like perceived risk and gender can be investigated in the future.,The paper makes a maiden attempt to examine the moderating role of trust in the relationship between SM brand engagement and brand equity. It adds value to the marketing literature in the development of SM brand engagement scale for Gen Y.

Gender and live-streaming: source credibility and motivation

Abstract: The overall purpose of this study is to investigate and gain a better understanding of perceptions of source credibility and consumer motivation to view live-stream broadcasts. Of particular interest is gender differences based on the gender of the broadcaster and viewer.,Data were collected using an online survey from 998 respondents. As the preliminary examination technique, t-tests were used.,There are significant differences based on whether a viewer of a live broadcast is watching a source of the same gender or a different gender in source credibility. Viewing same vs opposite sex broadcasters may indicate motivation to engage with the live-video content. There are significant gender differences outcome variables of interest to live broadcasters.,The context investigated was a single live-streaming provider.,The findings provide a start to understanding the differences in perceptions and motivations for watching live-stream broadcasters. This will aid marketers and broadcasters using live-stream formats on a variety of platforms in developing better content and building a more engaged viewing community. This research represents an important step in quantifying unexplored differences in gender perceptions of the source of live broadcasts that ultimately could impact not only the success of the broadcaster but also brands endorsed by these broadcasters.,This research is among the first to explore source effects and motivation in the live video context.

Brand community integration and satisfaction with social media sites: a comparative study

Abstract: Purpose This paper aims to address two primary research questions: Why does a consumer integrate into a brand community and how does that impact overall satisfaction with the brand? Which of the main social media sites (Facebook, Twitter, LinkedIn and Pinterest) is more/less appropriate for cultivating a brand community? Design/methodology/approach Data were collected via an online survey of college students at two universities. The data were analyzed using structural equation modeling with AMOS software. Findings Results suggest that brand community does lead to satisfaction with a social media brand. Consumers are more likely to integrate into a brand community if they view the site as personally relevant. Relevancy is affected by the frequency with which the consumer visits the site. The analysis also indicates that there are interesting differences among the different sites. Research limitations/implications This study has some limitations due to the demographics of the respondents and the finite listing of sites. Practical implications Social media marketers looking to build brand community and increase satisfaction will be able to use the results of this study to make informed decisions regarding these efforts. Social implications Society could benefit from this study if marketers use the findings to engage consumers in brand communities through social media. Brand communities help participants to feel more engaged and connected to others. It is well known that people thrive in community settings and this togetherness, as opposed to isolation, will be good for the participants and society in general. Originality/value The understanding of why a consumer would integrate into a brand community is valuable information because it is generally known and accepted that there are positive results for the brand, but this study takes it a step further and looks at the specific social media sites to give guidance to marketing practitioners as to which ones are best for brand community building.

Exploring the role of website quality and hedonism in the formation of e-satisfaction and e-loyalty: Evidence from internet users in India

Abstract: The purpose of this study is to explore the factors that help in building e-loyalty towards online retailers. Internet has brought the world market into a single platform. Marketers have started using Internet as a new and innovative way to interact and reach people all around the world. With the increase in the number of Internet users, the number of e-marketers has also increased. In the context of online retailing, the service quality being offered is increasingly being used as a tool for competitive advantage. E-tailers are embracing superior e-services to attract, retain and convert patrons into loyal customers.,The researchers in the present study have used a research instrument that consists of constructs of the modified eTailQ scale, hedonism and e-satisfaction that together result in the formation of e-loyalty. Researcher-controlled sampling was employed to collect data from 159 student respondents.,Exploratory factor analysis, confirmatory factor analysis and structural equation modelling were applied for analysing the collected data. The results of the study demonstrate that major factors which help in the formation of e-loyalty are e-satisfaction, customer service, privacy and hedonism.,This study extends the understanding of the role of e-satisfaction, customer service, privacy and hedonism in the formation of loyal consumers. The researchers proposed a model to study the factors impacting the e-loyalty of the Internet shoppers in India. The findings of the study are expected to help both researchers and marketers.

Personality determinants of need for interaction with a retail employee and its impact on self-service technology (SST) usage intentions

Abstract: Purpose The purpose of this study was, first, to link interpersonal-hedonic values, intuitive-experiential thinking style, external locus of control (LOC) and sociability to the need for interaction with a retail employee; and, second, to empirically test the moderating effect of the time convenience of self-service technologies (SSTs) on the proposed relationships in the model. Design/methodology/approach This study was conducted in a retail setting in which an automated checkout process occurred with the use of self-checkout systems. A self-administered, online survey approach was utilized targeting consumer panel members. Data were analyzed using structural equation modeling. Findings Interpersonal-hedonic values, external LOC and sociability emerged as reliable antecedents of the need for interaction with a retail employee, whereas the intuitive-experiential thinking style did not. This study also showed the inverse relationship between the need for interaction with a retail employee and the intentions to use SSTs. In relation to the moderating role of the time convenience of SSTs, the positive effects of interpersonal-hedonic values, intuitive-experiential thinking style, external LOC and sociability on the need for interaction with a retail employee were shown lesser for consumers with low levels of the time convenience of SSTs. The negative effect of the need for interaction with a retail employee on the intentions to use SSTs was shown to be greater for consumers with low levels of the time convenience of SSTs. Originality/value The present study adds to a growing body of literature on SSTs by exploring the causal and hierarchical effects of personality traits that determine the intentions to use SSTs.

Sentiment analysis of virtual brand communities for effective tribal marketing

Abstract: Purpose By doing sentiment analysis of netnographic data, this study aims to explain the need to give special attention to negative sentiments expressed in virtual tribes, as they play a significant role in translating the informational mode of conversation to the relational mode of conversation. The overall purpose is to aid brand managers in the process of brand co-creation by articulating brand communication targeted to specific audiences based on their shared passions and interests. Design/methodology/approach The study adopts a mixed-methods approach. The primary data were collected from two virtual brand communities through qualitative net-based ethnographic methods. Semantria Excel plug-in was used to categorize the extracted consumer statements based on positive, neutral and negative sentiments. Findings Managing the negative interactions in the virtual communities and relationship development with members through non-commercial conversations should be the two main priorities for effective brand management. Sentiment analysis specifically helps to identify pain points and consumer sentiments at each stage of the shopper journey. The findings of the study endorse the importance of offering and supporting communities as a valid marketing. Research limitations/implications This paper shows how systematic attention to user interactions on virtual brand communities can be used for tribal marketing, which in turn will impact the intangible aspects of the business, such as increasing brand value and loyalty. By engaging the consumers, the social ties among the target audience can be nurtured and strengthened. Originality/value This paper focuses on decoding their behavior by unpeeling the consumer statements rather than tangible aspects of the business, such as sales of products or services. It contributes to development of a theoretical framework that outlines how the interactions in virtual brand communities can aid in formulating the functional and communicational strategies for a brand.

Social vs traditional media communication: brand origin associations strike a chord

Abstract: Purpose The purpose of this study is to develop an analytical comparison between the impact of social media communication (both user-generated and firm-created) and the effects of traditional media communication. In particular, the components of customer-based brand equity and any difference in the effects according to brand origin associations are investigated. The target group consisted of fans and followers of beer brands on social media. Design/methodology/approach In all, 192 questionnaires were collected a survey link that was posted on beer brand pages that operate in the Italian market. Structural equation modeling was developed to investigate the impact of social and traditional media communication on brand equity and a multi-group analysis to examine the differences according to the brand names’ origin associations. Findings Results show that fans and followers cannot be considered as a collective unit. Additionally, consumers make a clear distinction between firm-created/user-generated social media and traditional media communication. Specifically, they distinguish how the effects of the two media outlets differ in relation to the brand origin associations. International brands should concentrate on both firm-created and user-generated communication, whereas national (Italian) brands should foster their firm-created communications. In both cases, however, traditional media communication loses its effectiveness on the brand equity components. Originality/value Contrary to existing literature, this project compares the effect of 2.0 and traditional media on various social media platforms, pointing out two different models according to the brands’ origin associations. This study develops interesting insights both for international companies with huge brand portfolios and for national firms in a complex market like those for beer.

Conversion potential: a metric for evaluating search engine advertising performance

Abstract: Purpose This research is based on the premise that current metrics for search engine advertising (SEA) are misleading and do not sufficiently allow managers to evaluate traffic and conversions simultaneously. This study aimed to conceptually develop and assess conversion potential (CvP) as a unifying construct for both measuring and evaluating the performance of SEA campaigns. Design/methodology/approach A data set of nearly seven million records covering almost three years of a multi-million-dollar keyword marketing campaign from a major US retailer was used to validate the construct of CvP. Findings Results empirically validate how CvP measures both campaign traffic and sales in SEA, using the optimization factor of ad rank, which is one of many possible factors. Research limitations/implications Although the data set is large and covers a lengthy period of time, it is limited to one company in the retail sector. Practical implications The research instantiates CvP as a metric for overall SEA account performance while demonstrating that it is a practical tool for future campaign planning. The metric simultaneously incorporates a sales ratio and a traffic ratio. Originality/value This is the first study to formalize and provide a working definition of CvP in the academic literature. The contribution is a theoretical and practical managerial framework to mutually evaluate, measure and make decisions about SEA efforts.

Attitudes toward mobile search ads: a study among Mexican millennials

Abstract: Purpose The purpose of this study is to conduct a survey of Mexican millennials to measure the extent of negative bias and perceived advertising value they experienced toward the ads they encountered while performing a search for local products and services from their smartphones. Design/methodology/approach Using a paper survey with a scenario question, responses were collected from 1,215 millennial smartphone owners about the strategies they used for scanning mobile search organic and sponsored results and quickly reaching the information they needed when performing a mobile search. The 315 participants who reported clicking on ads were further surveyed on their perceptions of ad informativeness, entertainment, irritation and credibility. These constructs were used as the predictors of advertising value in a structural equations model which was estimated with partial least squares. Findings A substantial bias against sponsored results was found, with two-thirds of respondents skipping the ads when performing a mobile search from their smartphones. However, 28.2 per cent reported clicking on the most relevant result without regard to it being organic or sponsored, and an additional 5.6 per cent reported clicking on an ad as their first strategy. In the structural model, all four hypothesized antecedents of advertising value were significant, and some gender differences were detected. Practical implications With the increasing penetration of smartphones, and rapid growth of mobile search, these results are particularly relevant for local merchants, who can use mobile search ads to leverage their location and communicate with searching consumers at the precise moment when they are most receptive to timely and relevant advertising. Originality/value This study is the first to measure the extent of consumer bias against sponsored results in a mobile search, and the first empirical estimation of the advertising value of mobile-sponsored results.

Technology readiness, perceived ubiquity and M-commerce adoption: The moderating role of privacy

Abstract: Purpose The purpose of this study is to draw concepts from marketing and information systems research and integrate them in the context of M-commerce. The authors develop a conceptual model of technology readiness (TR) affecting perceived ubiquity (PQ) (of smartphones) and PQ affecting M-commerce adoption (MA) incorporating the moderating effect of privacy concerns (PC) on the relation between PQ and MA along with the constructs perceived usefulness (PU) and perceived ease of use (PEU). Methodology The conceptual model was formulated using a set of qualitative research procedures (four focus group discussions) and tested using two questionnaire-based surveys (with 372 and 431 respondents each) in India. Exploratory and confirmatory factor analyses were conducted followed by structural equation modeling for the quantitative data. Findings Results from the quantitative study indicate a significant effect of TR on PQ, PU and PEU. All three latter constructs had a significant effect on MA. A significant moderating effect of PC on the relation between PQ and MA was also observed. Research implications The study findings enhance the literature on the antecedents of successful adoption of M-commerce and establish the role of PQ as a significant influencer of MA. Practical implications The study findings would enable service providers with a new and relevant model of M-commerce adoption. Originality The major contribution of the study is the development and validation of a model that has attitudinal variables related to technology usage and their relations to M-commerce adoption.

Digital channels for building collaborative consumption communities

Abstract: Purpose Collaborative consumption firms leverage networked peers, communicating, collaborating and even delivering services to one another through a central marketplace channel. This raises questions as to the nature of this new form of digital channel strategy and deployment from a firm’s perspective. As a first step, this research seeks to help bridge the gap in knowledge by establishing an understanding of the digital channel usage of collaborative consumption firms. Design/methodology/approach A qualitative content analysis of 30 collaborative consumption firms was conducted using multiple data sources and coded into typologies against a predetermined coding scheme. These results were then compared against existing literature on digital channel usage in regards to a wider company usage. Findings This study identifies the digital channel usage and digital channel typology of each of the 30 firms associated within the collaborative consumption domain. The study shows a distinct increase in the use of social and community digital channels between traditional firms and collaborative consumption firms. As a result of this study, a concise definition of a collaborative consumption firm is provided, the digital channel usage of collaborative consumption firms is detailed and insights are provided for each sub-type of collaborative consumption. Research limitations/implications This study contributes to the understanding of the collaborative consumption phenomena, the business model of collaborative consumption firms and digital channels. This study assists in describing the shift from traditional firms to peer-to-peer systems. Finally, a theoretical model is provided that demonstrates the nuance of collaborative consumption channel choice within each subcategory for future researchers to test and reflect upon. Practical implications This study demonstrates how collaborative consumption firms are allowing customers to drive interaction rather than traditional business-to-customer messages. A theoretical model is provided which shows contemporary marketers how to best dictate a digital channel strategy for a collaborative consumption style initiative. Originality/value Contributions include: a definition of what a collaborative consumption firm and its channels pertain to and how to design a collaborative consumption digital channel strategy. This study presents a digital channel comparison between collaborative consumption firms and traditional organisations.

Impulse buying tendencies among online shoppers in Sweden

Abstract: The purpose of this study is to characterize consumers with high impulse buying tendency (IBT) by comparing them with low-IBT consumers in an online shopping context.,Data were collected through a postal survey to a random sample of Swedish citizens, resulting in 144 responses, which were analysed statistically..,Results indicate that high-IBT consumers, compared to those with low IBT, are on average younger, more likely to be female and more frequent online shoppers with higher levels of trust in the internet. However, they seem more likely than low-IBT consumers to abandon their online shopping carts before completing the purchase, often because of need uncertainty.,The findings can give retailers a better understanding of consumers with high IBT and thereby increase the possibility to target and communicate with them more effectively. This is an interesting opportunity as both multi-channel shopping and impulse buying behaviour is likely to become even more common in the future.,The study contributes to the understanding of impulsive consumers, as it addresses the role of situational and socio-demographic attributes of high-IBT consumers compared to low-IBT consumers. The differences in online purchases, intentions to buy fashion online, shopping cart abandonment and trust in the internet suggest that even if IBT is a relatively stable and general personal trait, the tendencies to act on buying impulses may be more context-specific.

High-tech entrepreneurial content marketing for business model innovation: A conceptual framework

Abstract: The purpose of this paper is to advance the theoretical development of the content marketing concept and its integration into high-tech marketing theory, in entrepreneurial contexts and from a business model innovation perspective.,The paper provides a conceptual overview of content marketing and business model innovation concerning high-tech entrepreneurs.,The high-tech entrepreneurial content marketing (HIT-ECM) framework has five delineating elements with a small high-tech firm as the focal point: adapting content marketing in the business model, customizing content and customer profiling, organizational learning and experimenting with the business model, building strategic networks and content marketing and the small high-tech firm’s business model innovation. The HIT-ECM framework considers how high-tech entrepreneurs capitalize on their capabilities and use innovative marketing strategies to sell their high-tech solutions under unpredictable conditions and limited resources.,From a managerial perspective, HIT-ECM poses five questions managers should ask themselves when they adopt content marketing and integrate it into their existing business models: how can content create value, how novel content development activities reflect on innovating the business model, how will content development reflect on the business model structure, who is involved and what are the revenue streams of content development.,This is an original paper that presents the HIT-ECM framework for high-tech entrepreneurs to use content marketing and capture customer value through every aspect of their business operations, as well as updating and innovating their business models.

Does eWOM matter to brand extension? An examination of the impact of online reviews on brand extension evaluations

Abstract: The purpose of this study is to find out how electronic word of mouth (eWOM) may affect evaluations of products with different brand images. In particular, the study explores differential eWOM impacts across several brand types and extension categories.,An experiment with 2 (brand image: prestige/function) × 2 (category similarity: low/high) × 2 (eWOM message type: positive/negative) between-subjects design was used to examine the impacts of eWOM on different types of brand extensions. A total of 268 subjects from a public university in the Southwest participated in the study. Analysis of Variance (ANOVA) was used in analyzing the data.,The findings highlight the differential impact of eWOM on brand extension evaluations with different brand images. First, eWOM is more effective in influencing evaluations of functional brand extensions than prestige brand extensions. Second, whereas negative eWOM does equally bad on both high- and low-similarity brand extensions, positive eWOM is more effective in improving evaluations of high-similarity extensions than low-similarity extensions.,This study is the first to examine the impact of eWOM on products with different brand images. This is a critical issue for brand managers who allocate limited marketing resources to monitoring and managing vast amounts of eWOM activities. The findings provide important guidance for managing social media marketing communications.

Brand choice via incidental social media exposure

Abstract: Purpose The paper seeks to establish the effectiveness of social media advertising and participation by brands through incidental exposure. Using experimental design, in a social media environment, this paper aims to extend incidental exposure research in the context of social media. Design/methodology/approach This paper uses an experimental design with controlled image durations using MediaLab and DirectRT, allowing for precise image display times and randomization of screens. Participants were split between high-involvement and low-involvement product categories, and the brand choice exercise was administered in an on-screen experiment. Findings The paper provides support that incidental exposure influences brand choice. Further, it indicates that for low-involvement product categories, the type of social media exposure does not influence brand choice significantly between types. For high-involvement product categories, ads perform better than sponsored story executions; consumer-generated brand messages perform better than brand-generated messages; and the influence of reference group affects brand choice. Research limitations/implications This paper tests one social media environment using a desktop Web environment. Additional studies would be needed to test other social media environments and mobile technology. Practical implications The paper provides evidence that brands benefit by simply participating and advertising in social media, but the execution style matters to a greater extent for high-involvement product categories in influencing brand choice. Social implications Mere exposure to a brand message may influence consumers unknowingly. Repeated exposure as short as 5 s per viewing is related to increases in brand choice. Originality/value This paper extends research on incidental exposure and establishes a key positive brand outcome for practice and research, and it provides the first exploration on the outcome of incident exposure to brand messages in social media. The results suggest that social media and advertising by brands have positive impacts beyond traditional measures of success online.

Antecedents of consumer attitudes’ toward corporate blogs

Abstract: Purpose The purpose of this study is to examine the antecedents of consumers’ attitude toward corporate blogs. The antecedents include credibility, involvement and attitude toward the corporation. Blog is one marketing communications tool that has seen considerable growth in the past few years. Understanding the antecedents of attitudes toward corporate blogs may benefit practitioners responsible for communications strategies. Design/methodology/approach A pilot study was conducted to address any issues with the survey or stimuli. The main study involved 219 participants that viewed a corporate blog in a lab and then completed a survey. The data were analyzed using moderated regression. Findings The results show blogging involvement, blog credibility and attitude toward the corporation are related to attitude toward the corporate blog. Corporate image consistency did not moderate the relationship between attitude toward the corporation are attitude toward the corporate blog. Research limitations/implications This study used a convenience sample thus reducing the generalizability of the findings. The stimulus was limited to a well-known electronics firm. The findings may differ for other product categories and organizations. Practical implications Marketing communications strategies are becoming more dependent on social media to reach target audiences. When using social media, organizations should focus on building credibility of their blogs. Social media strategies should consider target markets that are more involved with the specific social media. Originality/value This study examines the importance of involvement, credibility and attitude toward the corporation in the context of corporate blogging.

Exploring the marketing potential of location-based mobile games

Abstract: Purpose Location-based mobile games, like Pokemon GO, have been tremendously prevalent in recent years. Marketing professionals have considered this type of game as a promising marketing platform. The purpose of this study is to explore the marketing potential of location-based mobile games by examining players’ responses to sponsors featured in Pokemon GO. Design/methodology/approach A survey was conducted among gamers of Pokemon GO to examine the psychological process of the gameplay, and how it influences some marketing outcomes. A conceptual model was built based on the survey results. Findings Results indicated that gamers of Pokemon GO experienced spatial presence, which positively influenced their attitudes toward and intentions to visit the sponsors. Moreover, spatial presence was positively influenced by players’ game engagement, perceived mobility and contextual perceived value. Some motives of playing Pokemon GO were also identified, including the entertainment motive and social motive. Originality/value This study is the first one to analyze the marketing potential of Pokemon GO, which is a successful location-based mobile game. The results are meaningful to marketing professionals who are interested in this innovative media platform. This study is also the first one to apply the theory of spatial presence to the investigations of this type of game. It showcases the power of this theory in guiding the research of interactive marketing with mobile gaming.

Simpler online ratings formats increase consumer trust

Abstract: Purpose Online customer ratings are ubiquitous in e-commerce. However, in presenting these ratings to consumers, e-commerce websites utilize different formats. The purpose of this paper is to investigate the effects of customer ratings formats on consumer trust and processing fluency. Design/methodology/approach Drawing on the latest behavioral research, two empirical experimental studies test whether the format of online customer ratings affects consumer trust and processing fluency. Findings The studies offer converging evidence that a simpler ratings format (i.e. mean format) elicits higher processing fluency and, in turn, higher consumer trust than does a more complex ratings format (i.e. distribution format). Research limitations/implications Future research could include additional factors that might influence the ease of online ratings processing for consumers. Investigation of possible moderators, such as need for cognition, numeracy and consumer involvement, may also be of value. Practical implications These findings have timely practical implications for the design and presentation of customer ratings to enhance e-commerce outcomes. Originality/value This paper extends the effects of processing fluency on consumer trust to the increasingly important context of e-commerce. In doing so, it highlights important interactions between the evolving information environment and consumer judgment. The key takeaway for managers is that simpler online customer ratings formats help to enhance consumer trust.

The digitization of health care retailing

Abstract: This paper aims to offer insights into the impact of digitization technology on consumer goods manufacturers and retail organizations. The authors propose that the “next phase” of digitization will entail the employment of digitization technology to offer consumers personalized product offerings and recommendations based on their internal biomarkers.,The authors draw on past investigations into digitization and their retailing experience to speculate on how the next phase of digitization will affect both consumer goods manufacturers and retailers.,The next phase of digitization will entail the use of nutrigenomics (DNA sequencing), exhaled breath analysis, fitness tracker devices, sensory patches, radio frequency identification tags and quantum ID tags to create customized and recommend products, and support product-to-customer communication regarding authenticity.,Consumers will increasingly rely on technology to inform them of their bodily needs and to receive personalized solutions to help satisfy those needs. Consumer behavior theories must be reconsidered because consumers will become more passive participants in retail consumption as they rely on technology for need-recognition and product-fulfillment.,Digitization technologies that use consumers’ biomarkers for new product creation or product recommendation raise new risks and uncertainty. For example, the legal implications of an incorrect product recommendation based on customer biomarkers are unknown. Furthermore, retailers would need to maintain data privacy of biomarker data and be responsible for data breaches.,The research explores how digitization will affect consumers’ in-store experiences with consumer goods products.

C2C value creation: social anxiety and retail environment

Abstract: Most customers want to interact, whether on social networks or on company websites. This study aims to examine the relationship between customer-to-customer (C2C) interaction and value, considering the roles of social anxiety and the retail environment.,This paper presents three written-scenario experimental studies, where C2C interaction and the retail environment are manipulated, and social anxiety levels are measured. The settings and the measures are changed across the experiments to increase the results’ validity.,A three-way interaction among C2C interaction, social anxiety and retail environment has impacts on experience value and other value-related variables (satisfaction and positive mood). In the offline retail environment, as social anxiety levels increase, the effects of C2C interaction on these variables become weaker. In the online retail environment, as social anxiety levels increase, these effects become stronger.,This paper contributes to the literature in three ways. First, it investigates the downside of positive C2C interactions when considering social anxiety and the retail environment where they occur. Second, this paper amplifies the literature about value by extending it to other consumers who can affect the service experience. Finally, this study explores online C2C interaction in a retail environment, an aspect that has been neglected in the research about online interactions.,This paper suggests strategies to manage C2C interaction for customers of varying levels of social anxiety in offline and online retail environments to maximise value for them.,This paper challenges the widespread idea that a positive C2C interaction always leads to value. By considering social anxiety and the retail environment in C2C literature, this paper explains why and when it is a false notion.

Need for touch and two-way communication in e-commerce

Abstract: Purpose The inability to touch products online is the top reason consumers list for preferring to shop in traditional brick and mortar versus e-commerce stores (Havas Worldwide, 2013). Need for touch (NFT) comprises autotelic and instrumental motives, which, respectively, relate to enjoyment and utility. This study aimed to examine how consumers’ NFT motives affect loyalty intentions toward e-commerce websites, both directly and as mediated by consumers’ level of technology acceptance (ease of use, enjoyment and perceived usefulness [PU]). The moderating effect of synchronous versus asynchronous two-way communication with sellers on the relationships among consumers’ NFT, acceptance of technology and loyalty intention was also examined. Design/methodology/approach An online survey was conducted among consumers who had shopped from popular e-commerce websites chosen by this study within the 12 months prior to data collection. Findings Both types of NFT motives affected loyalty and technology acceptance. Specifically, autotelic NFT positively impacted perceived ease of use (PEOU) and perceived enjoyment (PE), whereas instrumental NFT negatively impacted PEOU, PE and loyalty intentions. Among the technology acceptance variables, PU had the strongest effect on loyalty intention. Tests of moderation revealed that high-quality, text-based synchronous communication (i.e. live chatting) with sellers can compensate for both autotelic and instrumental NFT. Originality/value This research shows how the inherent inability of e-commerce to meet consumers’ NFT stymies consumers’ e-commerce acceptance and affects their loyalty toward online retailers and examines strategies that e-commerce sites can use to compensate for this need.

Consumer characteristics as drivers of online information searches

Abstract: Purpose The purpose of this study is to investigate consumer characteristics (gender, subjective knowledge of product category, susceptibility to social influence, attitude to internet shopping and internet use) having a bearing on the proportion of online information searches conducted using personal and impersonal information sources, and to explore which of these factors impact the use of electronic word-of-mouth (eWOM). Design/methodology/approach A real-time longitudinal design is used to survey 274 consumers about their information searches when shopping for high involvement goods. Findings Susceptibility to normative social influence and internet use prove the main drivers of the inclination to resort to the internet to conduct searches using personal information sources. Subjective knowledge also positively impacts the proportion of time spent online conducting searches using personal information sources. Men and consumers with a positive attitude to internet shopping use a greater proportion of impersonal online information sources. Complementary analyses show that the use of eWOM is driven by almost all consumer characteristics (except gender) investigated. Originality/value By using a real-time longitudinal approach, this study directly addresses calls for more research into information searches by investigating multi-channel source use in actual purchase situations and minimizing bias relating to forgotten information, while facilitating the collection of more valid data on consumer information search behaviour. The paper also ranks as one of the first to revisit the drivers of the proportion of online information sources in personal and impersonal sources in the era of Web 2.0.

Effective customer selection for marketing campaigns based on net scores

Abstract: Purpose This paper aims to address the effective selection of customers for direct marketing campaigns. It introduces a new method to forecast campaign-related uplifts (also known as incremental response modeling or net scoring). By means of these uplifts, only the most responsive customers are targeted by a campaign. This paper also aims at calculating the financial impact of the new approach compared to the classical (gross) scoring methods. Design/methodology/approach First, gross and net scoring approaches to customer selection for direct marketing campaigns are compared. After that, it is shown how net scoring can be applied in practice with regard to different strategical objectives. Then, a new statistic for net scoring based on decision trees is developed. Finally, a business case based on real data from the financial sector is calculated to compare gross and net scoring approaches. Findings Whereas gross scoring focuses on customers with a high probability of purchase, regardless of being targeted by a campaign, net scoring identifies those customers who are most responsive to campaigns. A common scoring procedure – decision trees – can be enhanced by the new statistic to forecast those campaign-related uplifts. The business case shows that the selected scoring method has a relevant impact on economical indicators. Practical implications The contribution of net scoring to campaign effectiveness and efficiency is shown by the business case. Furthermore, this paper suggests a framework for customer selection, given strategical objectives, e.g. minimizing costs or maximizing (gross or lift)-added value, and presents a new statistic that can be applied to common scoring procedures. Originality/value Despite its lever on the effectiveness of marketing campaigns, only few contributions address net scores up to now. The new χ2-statistic is a straightforward approach to the enhancement of decision trees for net scoring. Furthermore, this paper is the first to the application of net scoring with regard to different strategical objectives.

Using rich media to motivate fair-trade purchase

Abstract: Purpose The purpose of this research is to examine the effectiveness of using social media to increase knowledge about and motivate purchase behaviors of fair-trade products, focusing specifically on the influence of information format (media richness) and characteristics (information quality and quantity). Design/methodology/approach One-way analysis of variance (ANOVA) was conducted to test whether consumer responses differ based on the information format. Additionally, structural equation modeling (SEM) was performed to examine the relationship among constructs of the hierarchy of effects model. Findings Participants exposed to the video format (rich media) had higher scores on information quality, subjective knowledge and emotion than those exposed to the text only format (lean media). SEM results showed that both objective and subjective knowledge had significant influences on emotion and emotion, in turn, had a significant influence on purchase intentions. In addition, information quantity and quality had direct and significant effects on emotion. Originality/value This study focused on the crucial role of knowledge related to fair-trade products by distinguishing two different types: objective and subjective knowledge. Despite the growing body of literature concerning socially responsible consumer behavior (SRCB), there are very few studies that specifically examine the differential impact of objective and subjective knowledge on consumer behaviors. Furthermore, the original hierarchy of effects model does not include antecedents of the cognitive dimension. Because developing knowledge plays a key role in motivating SRCB, this study added characteristics of information to the model to examine their influence on knowledge level.

Effects of online consumer reviews on firm-based and expert-based communications

Abstract: Purpose To explain and empirically test how different marketing communication channels interact with each other and contribute to brands’ diverging marketplace performance. Design/methodology/approach With a unique data set combining key variables of major passenger car brands, the paper takes a source-based perspective to investigate how firm-based communications, expert opinions and online consumer reviews interact and affect brands’ marketplace performance. Then the paper studies the three special boundary conditions under which online consumer reviews’ influence varies in competition with the other two established information sources. Lastly, a study was done to demonstrate the financial significance of investing in different information sources. Findings The results show that online consumer reviews mitigate the effectiveness of the other two information sources in driving brand sales. This mitigation effect is also magnified when the brand is weak, firm-based communications are modest and expert opinions are less favorable. The findings further suggest that in the emerging communication enterprise, firm-based and expert-based communications remain the core while user-based communication plays an indispensable competing and complementary role. Practical implications In the new digital era, firms are facing the daunting task of understanding and integrating multiple communication channels. The study provides important implications for both researchers and practitioners with respect to brand management and integrated communications. Originality/value Existing studies have demonstrated that each of the three communication efforts (by firms, experts and consumers) exerts a significant influence on product sales, but few studies have been conducted in settings marked by the coexistence of these efforts. In addition, the three communication efforts are likely to have different effects on brands with different market positions. The current study is contributing to the literature by filling the above gaps.

I’ll laugh, but I won’t share: The role of darkness on evaluation and sharing of humorous online taboo ads

Abstract: Purpose This paper aims to investigate the experience of darkness on people’s evaluation of humorous taboo-themed ads and their willingness to share these ads digitally with others. Design/methodology/approach Multiple studies are conducted to demonstrate the connection between darkness and humor. Another experiment was conducted to investigate people’s willingness to share taboo-themed ads. Findings The results demonstrate that people in dark settings (vs light) found controversial, taboo-themed ads to be more humorous. Three studies demonstrate that people in the dark (vs light) condition found taboo-themed ads to be more humorous. More importantly, despite finding taboo-themed ads to be more humorous, people in dark settings (vs light) were less inclined to share these ads on social media platforms. Practical implications When using humorous taboo-themed ads, advertisers are encouraged to show these ads in dark settings. If the physical environment is uncontrollable, marketers may still benefit by cueing consumers about darkness (e.g. through their products) or reminding them of nightly activities which may also yield similar effects. However, the cautionary tale is that, although people in the dark may enjoy these ads, they may not be willing to share it with others. Originality/value Marketers utilize taboo-themed ads to increase consumer interest. Despite its controversial content, darkness enhances people’s evaluation toward these taboo-themed ads. However, if one of the goals of advertisers is to create an ad that is amenable to sharing, developing a humorous taboo-themed ad may not be the most rewarding strategy.

A QoS-sensitive model for e-commerce customer behavior

Abstract: In this paper, a Quality of Service-sensitive customer behavior model graph (QoS-CBMG) is proposed for use in service quality adaptation in e-commerce systems. Success in achieving customer satisfaction and maximizing profit in e-commerce is highly dependent on the QoS provided. However, providing high-level QoS for all customers in all Web sessions is often deemed costly and inefficient. Therefore, a QoS-sensitive model for formulating QoS-aware offers to customers is required. The paper aims to respond to this necessity.,Process mining is adopted as the knowledge extraction technique for developing a QoS-CBMG. If it is assumed that user navigation on a website is a process, then clickstreams during one user’s navigations can be considered process steps.,The application of both QoS-CBMG (the new model) and CBMG (the classic version) to the same real data set demonstrated that the proposed method outperforms CBMG due to its reduction of average absolute error in the measurement scale. This finding also verifies the assumption that customer behavior is sensitive to the level of QoS.,From a theoretical viewpoint, the obtained QoS-CBMG facilitates the adaption in e-commerce systems, which leads to conduct the user to the desired behavior by tuning QoS levels in different Web sessions in a dynamic manner. This implication is due to the fact that QoS-CBMG can predict the upcoming clickstream of the customer at different QoS levels.,Using the proposed model for the adaptation of service quality in e-commerce websites not only results in the efficient management of the provider’s resources but also encourages customer purchases from the website and increases profitability. It is noteworthy that with the advent of cloud computing, e-commerce websites are enabled to provide various levels of QoS for their customers by supplying their basic services (e.g. infrastructure, platform) through cloud platforms.,According to the best of our knowledge, no previous model has taken into account the QoS dimension for customer behavior modeling. The main contribution of this paper is to propose a CBMG that is sensitive to the QoS provided to customers during their navigation to formulate QoS-aware offers to them.

Improving banner ad strategies through predictive modeling

Abstract: The purpose of this exploratory, data-driven study is to identify the optimal banner advertising strategies for achieving different business metric goals, such as effective cost per activity, via unique predictive modelling methods.,The k-fold cross-validation method is used to build predictive models to analyze 18,956 online banner advertising records.,Banner ads with high visual complexity and attractive offers tend to draw users to participate in online activities, whereas voluntary banner ads with low visual complexity tend to draw user clicks. Further, banner ads with lower visual complexity tend to have lower costs. Finally, the third quarter of a year is the most important period for online advertising campaigns in terms of achieving the optimal effectiveness and cost for running internet banner ads.,As only visual and temporal characteristics of internet banner ads are covered in this study, future research should concentrate on the specific language within each banner ad message. Further, this study does not specifically tie internet-specific metrics, such as activities, costs and clicks to business metrics, such as revenue and profit.,Advertisers can use the findings from this study to create an effective and cost-efficient banner advertising strategy. Specifically, firms should use larger banner ads with features and offers, advertise at the end of the year and use caution with rich media expandable banners and banner ad videos as they can significantly increase costs.,This is one of the first exploratory studies to use the k-fold cross-validation method to build predictive models to identify visual and temporal factors that significantly impact the effectiveness and cost of internet banner ads.