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Contextual marketing: The real business of the Internet
Abstract
The painful truth is that the Internet has been a letdown for most companies--largely because the dominant model for Internet commerce, the destination Web site, doesn't suit the needs of those companies or their customers. Most consumer product companies don't provide enough value or dynamic information to induce customers to make the repeat visits--and disclose the detailed information--that make such sites profitable. In this article, David Kenny and John F. Marshall suggest that companies discard the notion that a Web site equals an Internet strategy. Instead of trying to create destinations that people will come to, companies need to use the power and reach of the Internet to deliver tailored messages and information to customers. Companies have to become what the authors call "contextual marketers." Delivering the most relevant information possible to consumers in the most timely manner possible will become feasible, the authors say, as access moves beyond the PC to shopping malls, retail stores, airports, bus stations, and even cars. The authors describe how the ubiquitous Internet will hasten the demise of the destination Web site--and open up scads of opportunities to reach customers through marketing "mobilemediaries," such as smart cards, e-wallets, and bar code scanners. The companies that master the complexity of the ubiquitous Internet will gain significant advantages: they'll gain greater intimacy with customers and target market segments more efficiently. The ones that don't will be dismissed as nuisances, the authors conclude. They suggest ways to become welcome additions--not unwelcome intrusions--to customers' lives.
... Contextual marketing involves providing customized information to consumers at the right time and place (Kenny and Marshall, 2000). It supports consumers in forming perceptions and enhancing their experiences, leading to value creation (Guitart and Hervet, 2017). ...
... Overall, contextual marketing posits that e-businesses leverage on the internet to provide customers with pertinent information in real-time and in the right context (Kenny and Marshall, 2000). Furthermore, contextual perceived value significantly influences customers' perceived usefulness, satisfaction, and repurchase intention (Lee and Jun, 2007). ...
... Secondly, this study pioneers the fusion of contextual marketing and value-in-context theories within the domain of live streaming-a unique and increasingly pivotal marketing approach. Contextual marketing fundamentally aims to deliver pertinent product information to consumers at the right time and place (Kenny and Marshall, 2000). Consequently, existing research in contextual marketing predominantly revolves around consumer service experiences, behavioral intentions, and the structural design of e-commerce websites (Agostini et al., 2021;Dou et al., 2020;Maier and Dost, 2018). ...
Purpose
This study aims to identify a value co-creation framework for live streaming through tourism scenes (LStTS). It also clarifies the value attributes of LStTS and makes an empirical test.
Design/methodology/approach
The study used a mixed-method approach. In Study 1, a total of 12,216 pieces of viewers’ comments and ten web news reports were coded and analyzed employing a grounded theory approach. In Study 2, data were collected from 587 Douyin e-commerce users. Exploratory factor analysis and partial least squares structural equation modeling were used to test the value co-creation framework of LStTS.
Findings
In Study 1, six value attributes in three categories were identified based on a content analysis of viewers’ comments. In Study 2, a three-order factorial model of value co-creation in LStTS was identified and tested.
Research limitations/implications
Our study is limited by the preponderance of female respondents in the sample and the unique nature of the research context.
Practical implications
Merchants and streamers should consider whether there is a fit between the merchandise and the tourism scene when selecting the tourism scene for live streaming marketing; they can select novel and beautiful natural tourism scenes to attract viewers. Detailed and comprehensive product information should be provided in the process of live streaming marketing and sharing with consumers.
Originality/value
The novelty of our study lies in the provision of a new value co-creation framework in LStTS, which offers a theoretical basis for analyzing the value of the tourism scene in live streaming marketing.
... 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. ...
... 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. ...
... 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. ...
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.
... Contextual marketing can help organizations gain significant advantages by delivering tailored messages to consumers at the right point, therefore achieving greater intimacy with consumers and stimulating unplanned purchases (Andrews et al., 2016a;Kenny and Marshall, 2000). Despite the significance of contextual marketing in mobile commerce, the research in this area is still in its infancy (Ghose et al., 2019;Luo et al., 2014). ...
... Meanwhile, as consumers' attention spans continue to wane in today's fast-paced society, marketers using mobile promotions need to ensure the messages' level of relevance to the consumers (Andrews et al., 2016a). Previous research indicates that highly relevant promotions are usually context-based (Kenny and Marshall, 2000). Leveraging the unique features of mobile devices (i.e. ...
... Such a context-based promotion facilitated by the mobile device is valuable to consumers and efficient for marketers because of its high level of relevance. Kenny and Marshall (2000) predicted that mobile marketing in the age of ubiquitous internet would be less about content but more about contexts. Contextual marketing refers to the marketing practices where businesses present relevant information and tailored messages to consumers in the right place and at the right moment (Kenny and Marshall, 2000). ...
Purpose
This paper aims to investigate how the contextual marketing strategy facilitated by mobile technology enhances consumers’ purchase intention and experiential quality in a hedonic service setting – museum. Specifically, this study explores the impacts of a context-triggered push notification promoting context-related souvenirs embedded in the museum mobile app on visitors’ souvenir purchase intention and visit experience.
Design/methodology/approach
This study adopted a scenario-based experimental design with video stimuli and a follow-up survey questionnaire. A total of 151 participants were randomly assigned to one of the two art museum visiting scenarios (i.e. with vs without the in-app push notification). A series of one-way ANOVA comparisons and serial mediation tests were conducted for hypotheses testing.
Findings
The results show that the mobile app promoting context-related souvenirs positively affects museum visitors’ souvenir purchase intention without undermining their experiential quality. The serial mediation effects through contextual perceived value and impulse buying tendency further explain how the in-app push notification influences visitors’ souvenir purchase intention.
Originality/value
This study extends the contextual marketing research to a unique service domain (i.e. museum) and contributes to the service technology literature. The findings present empirical evidence for the effectiveness of mobile contextual marketing and its potential to enhance consumers’ experiential quality in a hedonic service setting. The current research provides practical guidelines to both the museum management and mobile app developers.
... According to Al-Meshal and Almotairi [48], Çizmeci and Ercan [49], Muk [60], Kolla [61], and Barwise and Strong [62], an enormous increment in the mobile phones overall unveiled another medium of advertising for organizations to connect their clients viably. The most broadly utilized mobile phone marketing is the SMS (short message benefit) content advertising, and advertisers use the SMS messaging as a productive tool as compared with the traditional advertising tools [64][65][66][67][68]. According to Bamoriya et al. [63], the SMS advertising channel is more viable and practical when contrasted with the conventional media. ...
... According to Bamoriya et al. [63], the SMS advertising channel is more viable and practical when contrasted with the conventional media. The past writing exhibited that SMS publicizing is being broadly utilized in light of its remarkable qualities, simple to target particular pool of clients, and on-going intuitive elements [65][66][67]. Organizations utilize this medium for both push and pulls techniques, each kind of altered messages can be produced, and the SMS channel could be used without time bar, which makes this medium profoundly viable to make mark mindfulness, and brand faithfulness for their brands [68][69][70]. The SMS advertising could be utilized for the assorted gathering of clients with bringing down the cost than the conventional media, and the most imperative explanation behind utilizing this medium is a result of high perusing apportion, it is assessed that around 99% of clients read their SMS [71][72][73][74][75][76]. ...
... For these products, the study concludes that it is optimal to deliver a balance between the utilitarian and hedonic value. The appropriate weight of utilitarian versus hedonic value would depend on the given product [65,123]. Therefore, on the basis of previous literature, the following hypotheses have been developed: Hypothesis 9 (H9A). ...
The purpose of the undertaken study is to examine the effectiveness of online digital media advertising as a strategic tool for building brand sustainability. For this purpose, we investigate the impact of different channels of online media, such as email marketing, mobile phone marketing, search engine optimization and companies’ websites, and social media marketing for the effectiveness of online digital media advertising. Moreover, the researchers have introduced eight mediating variables and six moderating variables to examine the impact between exogenous variables and online digital media advertising (endogenous). The researchers have taken 910 responses through a modified questionnaire and employed quantitative research methods, such as the structural equation modeling, exploratory factor and confirmatory factor analyses, and Hayes process approach for examining the mediation and moderation amongst the variables. The results of direct impact have demonstrated that all of the channels of digital media advertising have a positive and significant influence on the effectiveness of online digital media that creates brand sustainability for fast moving consumer goods (FMCG) and services sectors of Pakistan. The outcomes of hypotheses pertaining to the mediating and moderating effects of different variables have shown the significant influence between exogenous variables and endogenous variable. The results of the undertaken study are beneficial for the existing literature that provides the basic foil for future research studies. Moreover, the results have significant industrial implications for the marketers and digital media managers that they can devise effective media and marketing strategies to maintain optimum market share and competitive advantages.
... Given that LBA enables marketers to engage with individual consumers in a personalized way whenever and wherever they are ready to purchase (Kenny and Marshall, 2000), the global LBA market is experiencing rapid growth, with an estimated USD80.5 billion in 2022 and is projected to reach USD133 billion by 2026, indicating a compound annual growth rate of 12.8% (ReportLinker, 2022). However, like other smart services, LBA is a double-edged sword for consumers. ...
... However, like other smart services, LBA is a double-edged sword for consumers. Although LBA enhances the personalization, flexibility, mobility, timeliness and locatability of information access (Feng et al., 2016;Kenny and Marshall, 2000;Xu et al., 2011), consumer privacy concerns about disclosing personal information, loss of control and intrusion are a drawback (Gutierrez et al., 2019;Jung and Heo, 2021;Pura, 2005;Xu et al., 2011). Hence, considerable literature has investigated privacy issues associated with LBA and found that, in general, consumers' concerns about privacy are strong, which, in turn, threaten the value and diffusion of LBA (Bauer and Strauss, 2016;Unni and Harmon, 2007;Xu et al., 2011). ...
Purpose
As a smart service, location-based advertising (LBA) integrates advanced technologies to deliver personalized messages based on a user’s real-time geographic location and needs. However, research has shown that privacy concerns threaten the diffusion of LBA. This research investigates how privacy-related factors (i.e. LBA type, privacy self-efficacy (PSE) and consumer generation) impact consumers’ value-in-use and their intention to use LBA.
Design/methodology/approach
This study developed and examined an LBA value-in-use framework that integrates the role of LBA type, consumers’ PSE and consumer generation into the technology acceptance model (TAM). Data were collected through two experiments in the field with a total of 374 consumers. The proposed relationships were tested using PROCESS modeling.
Findings
The results reveal that pull (vs push) LBA causes higher value-in-use in terms of perceived usefulness and perceived ease of use, leading to greater usage intention. Further, the differences in the mediated relationship between pull- and push-LBA are larger among consumers of low PSE (vs high PSE) and Generation Z (vs other generations). The findings suggest that the consumer value-in-use brought about by LBA diminishes when using push-LBA for low PSE and Generation Z consumers.
Originality/value
This research is the first to integrate the privacy-related interactions of LBA type and consumer characteristics into TAM to develop a TAM-based LBA value-in-use framework. This study contributes to the literature on service value-in-use, smart services and LBA by clarifying the boundary conditions that determine the effectiveness of LBA in enhancing consumers’ value-in-use.
... Such an idea of personalizing messages based on the communication environment or setting looks particularly attractive in a mobile world, as new mobile technologies enable advertisers to access consumers' spatial and geographical information (Luo et al., 2014). Kenny and Marshall (2000) once proposed a theory called "contextual marketing, " which suggests that marketers should use the power and reach of the Internet to present the most relevant information to consumers when they need it. Similarly, Lian et al. (2019) labeled such targeting strategies that incorporate consumers' contextual information (e.g., time, location, and behavior) as "contextual targeting. ...
... Similarly, Lian et al. (2019) labeled such targeting strategies that incorporate consumers' contextual information (e.g., time, location, and behavior) as "contextual targeting. " The central idea of this context-related strategy is to utilize the contextual information to figure out consumers' "point of need" because they will be most receptive to advertising information at that point (Kenny and Marshall, 2000). To apply this reasoning to the current study, at what point (e.g., time of day) will consumers need advertising messages from a local restaurant? ...
Marketers always incline to deliver advertising messages to the right consumer at the right time. Yet, the question of when exactly should such a persuasive message be sent to a consumer remains elusive in the existing literature. The current study aims to address this research question within the theoretical framework of contextual marketing. The authors argue that contextual information such as time and weather can be used to design more effective mobile advertising campaigns on social media. The results of a field experiment in cooperation with a local restaurant suggest that ads delivered at consumers’ pre-decision stage (i.e., non-meal time) are more effective than those delivered at the decision stage (i.e., meal time) to increase consumer spending on the dining-in service. Furthermore, unpleasant weather conditions (i.e., less sunlight) are found to improve the effectiveness of advertising on consumer spending on mobile app food delivery orders. Overall, the authors open future research avenues by demonstrating how and why the two contextual factors, time and weather, influence digital consumer behavior.
... (Configure-to-order, CTO) (da Cunha et al., 2010) (Ulrich, 1995) (Kenny andMarshall, 2000, Yu, 1999) No (association rule) (Agrawal et al., 1993(Agrawal et al., , , 2002 (Design Sturucture Matrix; DSM) (Eppinger and Browning, 2012) 2 3 4 5 6 ...
... (correlation) (Zhang and Zhang, 2002) POS e web (Kenny andMarshall, 2000, Yu, 1999) 1(a) ( 1) 2·1 ...
Structural analysis of customer data such as purchase history and customer attributes is expected to be effective for designing the products that are appropriately adapted to requirements of individual customers. This paper proposes a structuralization method of customer requirements for configure-to-order products with the customer data analysis and the design structure matrix (DSM). In the method, association rule mining is applied to order reception data for extracting structural relationships among customer requirements. The extracted association rules are transformed into a customer requirements DSM, which can be used as the input to the clustering method for the multi-domain matrix across customer requirements, physical functions and entity structure. A case study of an industrial three-axis linear-type robot is demonstrated. The customer requirements DSM generated by the proposed method is compared with the one generated without using association rule mining. Its results show the effectiveness of the proposed method.
... The enormous increase of smartphone use unveiled another quick medium of communication to consumers and university students [42][43][44][45]. Short message service (SMS) is the most used medium, which is more prolific than traditional media for consumers and university students [46][47][48][49]. SMS is a more practical, viable, and cost-effective medium than traditional media [46]. ...
... SMS is a more practical, viable, and cost-effective medium than traditional media [46]. University students use the short message service (SMS) for their day-to-day matters that are very linked with their academic performance [47][48][49][50]. Moreover, the short message service (SMS) medium could be used without a time bar which makes it a more profound and useful medium for the students' academic performance [51][52][53]. ...
The purpose of the undertaken study is to examine the influence of smartphones on the performance of university students in Pakistan. This paper also investigates the functions of a smartphone as exogenous predictors such as smartphone applications, multimedia messaging service (MMS), short message service (SMS), warp-speed processing, and entertainment on the academic performance of a student. This paper also addresses the impact of electronic word of mouth (eWOM) and attitude as mediating variables between exogenous and endogenous variables. Finally, we incorporated technology and addiction as moderating variables between independent variables and the outcome variable to measure the influence of moderating variables. We have taken 684 responses from seven universities in Pakistan and employed the SEM-based multivariate approach for the analysis of the data. The findings of this paper demonstrate that smartphone functions have a significant influence on students’ academic performance, and moderating and mediating variables also have a significant influence on exogenous and endogenous variables. The practical implications have provided a guideline for university teachers, parents, and decision-makers of how a smartphone could be used to improve student academic performance inside and outside university campuses.
... Retailers have started using location-based technology to personalise marketing communication with target consumers (Grewal et al., 2017). Location-based advertising (LBA) offers a powerful channel to enable marketers to reach and engage with individual consumers in innovative ways whenever and wherever they are ready to buy (Kenny and Marshall, 2000). The click aspect of LBA indicates that it has the potential to elicit the consumer's interest and to encourage the consumer to look for the offer in the store and purchase the advertised item (Fulgoni and Mörn, 2009). ...
... Time and location are also part of conditional value (Gummerus and Pihlström, 2011) based on value-in-use (Vargo and Lusch, 2008) and value-in-context (Dholakia and Dholakia, 2004;Vlachos and Vrechopoulos, 2008) perspectives. In the same vein, consumers perceive a higher value if marketers are able to reach them when and where they are ready to buy (Kenny and Marshall, 2000). ...
Purpose
This paper aims to investigate how location-based advertising (LBA) elicits in-store purchase intention. To deepen the understanding of LBA’s effect on consumers’ purchase decision, the research examines the role of consumers’ time consciousness in click intention in pull or opt-out LBA approaches. The study also explores how consumers react to LBA with an asymmetric dominance decoy versus a compromise decoy message.
Design/methodology/approach
Two field experiments were conducted, and a total of 363 volunteers within 3 km of a shopping mall participated. The participants were asked to turn on their global positioning system and then informed that a convenience store was planning to launch a mobile coupon subscription service. Data collected were analysed using analysis of variance, regression analysis, bootstrapping and spotlight tests.
Findings
The results demonstrate that consumers had a higher intention to click pull LBA than to click opt-out push LBA. Consumers with high time-consciousness had greater click intentions for pull LBA than for opt-out push LBA. Consumers with low time-consciousness, however, showed no difference in click intention for either LBA approach. Further, click intention mediates the effect of LBA on in-store purchase intention, and the asymmetric dominance decoy message is a more powerful strategy for LBA to increase the likelihood of in-store purchase.
Originality/value
This research provides insight into location-based services marketing by revealing how time-consciousness and decoy promotional messages affect consumers’ reaction to LBA and in-store purchase intentions. The findings offer practical suggestions for retailers on how to reach and engage with consumers more effectively through the use of LBA.
... Bien que ces recommandations puissent être raisonnablement précises, il est possible de les améliorer en incorporant des facteurs contextuels actualisés. D'ailleurs (Kenny & Marshall, 2000) ont souligné l'importance de bénéficier des nouvelles technologies en adoptant une recommandation hybride dépassant le contenu au contexte afin de favoriser le e-commerce. D'où l'intérêt de recourir à un ciblage contextuel comme gage d'efficacité de la communication marketing. ...
... The characteristics of mobile environment are defined as 'mobility', 'instant connectivity', 'personalization'. Based on these characteristics, 'ubiquity' and 'contextual interaction' become key features (Durlacher, 2001;Kalakota & Robinson, 2001;Kenny & Marshall, 2000). Therefore, when SNG is played through a mobile device, users can play SNG in a more interactive and ubiquitous environment. ...
The study reported in this thesis aimed to investigate the
effectiveness of brand promotion in mobile Social Network Games (SNG). In
particular, this study explored the effects of game-brand congruity and game
brand integration on consumer responses to the brand as well as the
promotion (i.e., attitude toward the promotion, attitude toward the brand,
purchase intention). Two-way analysis of variance (ANOVA) produced the
following results: 1) the high level of game-brand congruity resulted in game
players’ favorable attitudes toward the promotion and the brand, and greater
purchase intention; 2) the high level of game-brand integration led to positive
attitudes toward the promotion and the brand; and 3) a significant interaction
between congruity and integration was observed for attitude toward the
promotion. On the managerial front, findings of this study revealed useful
strategic insights to marketers on how to successfully plan and execute joint
promotions with SNGs.
... On the other hand, advances in Internet technology no longer limit contextual marketing opportunities to places like the home. The increased use of the latest mobile devices and the ease of wireless Internet access in large and public places allow contextual marketing practices to link real-life situations with information and offers in the virtual environment (Kenny & Marshall, 2020). ...
Today, it is clear that brands that want to provide consumers with useful and helpful experiences must use information and technology to positively influence the future process. In the digital age, masses of data about consumers, products and services are coming from many channels. This big data is now being used for customers who expect to be special, through personalization-based marketing approaches such as phygital, data-based and content marketing. Also, data-driven, predictive, contextual, augmented and agile marketing approaches as components of Marketing 5.0 are new marketing trends that increase the performance of brands and their competitiveness in the market. These new technology-enabled marketing trends include augmented reality (AR) and virtual reality (VR), chatbots and digital assistants, influencer marketing, video marketing, location-based marketing, machine learning and artificial intelligence, and content marketing.
... Compared to an unfamiliar brand, consumers are more eager to examine the websites in-depth of a well-known brand (Iglesias et al., 2011). According to the literature currently available, brand experience online is related to brand familiarity online and affects consumer online purchasing behaviour (Kenny and Marshall, 2000;Reichheld and Schefter, 2000). ...
The aim of this paper is to examine how consumer online purchasing behavior among Bangladeshi undergraduate students is influenced by several factors like information adoption, e-WOM, online brand experience, and online brand familiarity. In collecting information like e-WOM, social media advertising and consumer purchasing behavior, a survey questionnaire was used. A total of 130 participants from Bangladesh University of Professionals (BUP) participated in the survey. In the context of online shopping, peripheral routes have been identified to have positive effects on the information adoption process. e-WOM has been found to have a significant impact on the link between information uptake and consumer purchase behavior. The results indicate that online brand experience influences consumer online purchase behavior favorably. Online brand familiarity somewhat mediated the association between online brand experience and consumer purchasing behavior.
... To understand the impact of context, this research takes insights from contextual marketing, a theory that highlights the importance of shopping contexts in mobile marketing. This theory argues that the responsiveness to promotional messages depends on the time and geographical location of the consumer (Kenny and Marshall 2000). Indeed, recent mobile marketing findings show that location and weather can determine mobile marketing effectiveness (Andrews et al. 2016a, b;Li et al. 2017). ...
This research examines the effectiveness of traffic-boosting mobile coupons through a randomized field experiment of over half a million South Korean consumers. The research question analyzes the effectiveness of the content (six message types) and context (three days out of the week for coupon distribution) of mobile coupons on response-to-coupon, store visits, and purchase amount for a health and beauty retail chain. Big data on individual customers, gathered from a field experiment, was analyzed through bivariate probit, mediation analysis, and tobit regression. The results show that message content affects store visits, which was fully mediated through response-to-coupon. In particular, messages that “made the amount of discount salient” and “formed a personal connection” were more effective than other messages. In terms of context, messages sent during the weekdays were more effective in increasing store visit, than those sent during the weekend.
... Almost two decades ago, visionaries (Hariharan et al., 2015;Kenny & Marshall, 2000) foretold that developments in technology would transform marketing practices through digital mediums to the point where marketers would be able to reach the right customer at the right time (Ozcelik & Varnali, 2019). Based on current developments, perhaps this may be the fulfilment of that prophecy as we witness a paradigm shift from traditional means of marketing to online advertising, particularly behavioural targeting. ...
This study assessed the effect of adverts (Ads) based on users’ interest, Ads intrusiveness on the perception
of behavioural targeting and click-through intention. The study further examined how the perception of
behavioural targeting mediates the interaction between Ads based on users’ interest, Ads intrusiveness
and click-through intentions. The study was a descriptive survey, and the approach was deductive. The
study collected primary data from a sample of 376 internet users in Nigeria using a cloud-based
questionnaire. The data obtained were analysed using descriptive and inferential statistical tools. Partial
least square structural equation modelling (PLS-SEM) was used to test the hypotheses. Findings showed
that Ads based on users’ interest and Ads intrusiveness predict click-through intentions and the perception
of behavioural targeting. Perception of behavioural targeting mediated the interaction between Ads based
on users’ interests and click-through intentions. Overall, the study concluded that Ads based on users’
interest and Ads intrusiveness influences the perception of behavioural targeting, which affects click�through intention. Hence the study recommended that digital entrepreneurs carefully design, manage and
control the Ads contents they direct to customers. Digital entrepreneurs should exercise caution in
implementing their behavioural targeting strategy so as not to breach an acceptable threshold.
... Digital marketing processes are inherently derived from contextual marketing practices (Schmitt 2003;Kenny and Marshall 2000) because interactivity and constructivism literally create a new digital market context. Although context takes many forms in digital markets, contextual marketing prescribes relational approach towards electronic commerce performance (Luo 2003(Luo , 2002. ...
This paper advances a theoretical framework to help marketing scholars and strategists to navigate the electronic transactions and transvections comprising the digital market.. Although an expansive literature addresses the digitization of marketing functions and the formulation of digital marketing strategy, few have framed the digital market itself. This paper takes on the challenge of providing holistic digital market coherence. The proposed Digital Market-Sphere (DMS) framework synthesizes antecedent digital marketing properties from the research literature into two structural dimensions (ubiquity and fluidity) that span three participant domains (customer, company, community). Tracing the classical marketing theory of transactions and transvections, the digital market is conceptualized as a ubiquitous transaction network for fluid transvection knowledge. These dimensions are shown to align the digital market domains of customer engagement, company enterprise, and community embracing. Therefore, this exploratory digital market theory furthers the design of structural parameters, systems properties, and strategic processes.
... The concept of context congruency in the contextual marketing theory is proved essential in modern mobile commerce and marketing (Kenny and Marshall, 2000;Lee et al., 2015). Context congruency means that a message or an advertisement is more relevant to a consumer when the situational context of a consumer is considered because a consumer can activate past knowledge and associations to process the message (Banerjee and Dholakia, 2008;Luo et al., 2014). ...
With growing popularity of mobile devices, digital marketing strategies are increasingly important for modern airports. This paper studied context-aware mobile marketing strategies in the airport retail environment. An on-site mobile marketing experiment was conducted at a partner airport to explore how preference and/or location-based mobile coupons could affect passengers’ retail behaviour. Results show that retail shopping became more efficient (less browsing time) with mobile marketing influence, but not necessarily more effective (not higher spending amount). Randomly pushed mobile marketing information is effective in keeping passengers in shops for longer but context-aware mobile marketing is more effective in increasing spending amount.
... Several authors have attempted to investigate the association of customer satisfaction with brand familiarity in the web communities (Kenny & Marshall, 2000;Mcwilliam, 2000;Reichheld & Schefter, 2000). Zeithmal et al. (2011) mentioned that it is necessary to monitor customer experience online because it provides insights about their purchasing behaviour. ...
In today’s dynamic environment, delivering exclusive and meaningful consumer interactions is critical for brands to stand out. In this sense, we suggested that consumer loyalty is influenced by online brand interactions due to brand familiarity. In a cross-sectional study conducted on 307 customers of leading and popular online selling brands in China across different industries, we found that online brand experience has significant and positive effect on customer satisfaction. Affective brand experience has a statistically negligible direct impact on customer satisfaction, emotional brand experience has a substantial and optimistic direct effect on customer satisfaction, and behavioural brand experience has a significant and harmful direct effect on customer satisfaction. In addition, it was discovered that brand awareness has a major mediating impact in the relationship between affective and behavioural brand experiences and consumer satisfaction, but no significant mediating influence in the relationship between emotional and cognitive brand experiences and customer satisfaction.
... Contextualisation in advertising (not to be confused with contextual advertising) refers to delivering advertising content that is relevant to the consumer and the context in which the message is viewed. 84 Best implemented on mobile 85 or digital media, contextualisation enables companies to focus the message to reach specific segments within the Hispanic population, which gathers information mostly through mobile devices. 86 Andrews and colleagues 87 determined one of the key advantages of mobile marketing to be its capacity for spatiotemporal tracking and targeting, hence paving the way for contextual advertising and promotions. ...
Hispanics, a highly diverse population in terms of geographical origin, education level, and language usage, are the fastest-growing ethnic minority in the United States. As a result, their buying power is increasing. US Hispanics over-index in digital media usage, yet are largely underserved and ineffectively targeted. Utilizing both secondary data and interviews with Hispanic advertising/marketing industry experts, in this paper, we present an application of a strategic marketing process that takes into account the multiplicity of cultural factors that impact the success of a targeted marketing campaign.
... Contextual advertising is an opportunity to give an ad in accordance with search query on the Internet. Attracting visitors to the site is an activity related to finding consumers who were not interested in a product or service, and the task of the marketer is to interest this category of consumers and attract them to the web resource [2]. ...
This article discusses an example of using the algorithm for finding the shortest path to determine the strength of the connection between different words and phrases of the subject area in the tasks of Internet marketing, such as website promotion, thematic traffic, contextual advertising. The input data is words and phrases obtained from search queries and the frequency of their use in the network. Based on the initial data, a weighted graph is constructed, a adjacency matrix is drawn up. The shortest path is determined by the algorithm Floyd-Warshall. The algorithm finds links between words and the force of communication. This approach allows you to find unique semantic combinations and make the necessary search queries. Based on the analysis of the adjacency matrix and the definition of the coherence of words, marketers get a unique tool for solving problems in the field of digital marketing.
... Personalisation involves 'tailoring the composition and presentation of product and service offerings to the individual' (Rooderkerk & Kök, 2019). Contextualisation, fuelled by mobile commerce, involves 'product/service offerings tailored to the temporal and spatial context of the user' (Kenny & Marshall, 2000). However, these strategies will really have an impact when they not only consider marketing goals ('increase demand') but also consider fulfilment efficiency. ...
To compete in today’s omni-channel business context, it is essential for firms to co-ordinate their activities across channels and across different stages of the customer journey and the product flow. This requires firms to adopt an integrative approach, addressing each omni-channel design decision from a dual demand-side (marketing) and supply-side (operations) perspective. However, both in practice and in academic research, such an integrative approach is still in an immature stage. In this article, a framework is developed with the following key decision areas: (i) assortment & inventory, (ii) distribution & delivery and (iii) returns. These affect both the customer journey and the product flow. As a consequence of the resulting interdependencies between the firm’s functions, addressing the issues that arise in the three decision areas requires an integrated marketing and operations perspective. For each of the areas, the key decisions that affect or involve both the customer journey and product flow are identified first. Next, for each decision, the marketing and operational goals and the tensions that arise when these goals are not perfectly aligned are described. The opportunities for relieving these tensions are also discussed and possible directions for future research aimed at addressing these tensions and opportunities are presented.
... Other characteristics are ubiquity, user identity, location awareness and interactivity, security, and instant connectivity (Muller-Veerse, 1999). Studies (Kenny and Marshall, 2000;Kannan et al., 2001;Tarasewich and Warketentin, 2002;Vetter, 2001) had concluded that ubiquity is the most obvious advantage of m-commerce because it can satisfy the need for real-time information and communication anywhere, regardless of a user's location. ...
... Notably, in the time past, businesses and government entities around the world have been deploying the internet, but they have struggled to fully embraced the new and various interactive tools to integrate marketing communications (Hofacker and Murphy, 1998;Dholakia and Rego, 1998), or widely deploy the means as a direct response tool (Adam, 2001), and most importantly as a relationship management tools (Mulye et al., 2001;Kenny and Marshall, 2000). More so, many efforts to gain efficiencies and profitability from the introduction of innovative marketing automation tools such as the sales force automation (SFA) (Geiger and Turley, 2005;Speier and Venkatesh, 2002), marketing information systems (MkIS) (Li, 1995), CRM (Chen and Ching, 2004;Payne, 2001), etc. have not lived up to adequate results. ...
... The key to the success of mobile marketing is its ability to leverage both content and context, i.e., targeting users at the right place and the right time with the right content (Kenny and Marshall 2000). Context can include factors such as geographical proximity, competitive landscape, types of medium, surrounding environments, and specific consumer segments. ...
This research studies the performance of geofencing, a practice where mobile users are targeted within a pre-defined virtual geographic boundary around an advertiser’s establishment. We argue the significance of distance (i.e., the mileage from a consumer to a focal establishment) and local competition (i.e., the number of alternatives in consumer vicinity) in ad responses. Drawing on the notion of the purchase funnel, we develop a two-stage hierarchical Bayesian model to examine consumer click and conversion choices. A unique data set of geofencing ad impressions is collected from one of the largest location-based marketing agencies in the United States. The results suggest that local competition matters in the click stage, while distance influences the propensity of conversion. Quantitatively, one additional competitor in the consumer vicinity zone lowers the click-through rate by 1.03%, whereas a one-mile increase in distance results in a 17.64% decrease in the conversion rate. We also find a significant interactive effect, whereby a higher degree of local competition amplifies the negative impact of distance on the likelihood of conversions. Additionally, product differentiation ameliorates the effects of distance and local competition, while these effects are found to be more prominent during office working hours. This study discovers the stage-varying roles of distance and local competition along the customer journey and offers new directions for more effective location-based targeting.
... Publish Network, Microsoft adCenter and Advertising.com Sponsored Listings amongst others were created to offer similar services (Kenny & Marshall 2001). Until then, the contextual advertising platforms have evolved to adapt to a richer media environment, such as video, audio and mobile networks with geographical information. ...
Advertising in mobile apps has recently become one of the most popular advertising channels for businesses when its annual revenue has rapidly increased year over year. On this kind of advertising, the app publishers do not only play a critical role in the ad serving process but also receive a significant portion of the advertising revenue. Their goal of maximizing the revenue sometimes contradict with those of the advertisers. This research conceptualises the role of publishers and proposes an integrated effectiveness framework to further improve the effectiveness of mobile in-app advertising not for one but all participants involved. In specific, this research explores the factors being controlled by publishers and evaluates their impact on the common outcome metric of mobile in-app advertising. An application of the proposed effectiveness framework might help to increase the global mobile in-app advertising revenue significantly higher by balancing the benefits of all participants.
... The practice of providing personalized information to customers at the point of need in real-time may enhance Web users' satisfaction and loyalty (e.g. Feeny, 2001;Kenny & Marshall, 2000;Reichheld & Schefter, 2000). Further, Allmendinger and Lombreglia (2005) illustrated that RTIS with customers can provide them additional value and intimacy. ...
This study examined the status, challenges, and opportunities for beverage product distribution in Dipolog and Dapitan, Zamboanga del Norte. The study involved 30 merchants and distributors and employed a mixed-methods approach of research, which included quantitative surveys and in-depth interviews. It investigated their characteristics (size, type, and years of operation), sales performance, and distribution status. The study revealed that the retailer/distributors categorized by business size into micro (50.0%), small (20.0%), and medium (30.0%). The majority of distributors are retailers (60.0%), followed by direct distributors (20.0%), indirect distributors, and wholesalers (10.0% each). A significant portion of distributors has been in business for 5 years or less (60.0%). Sales status revealed that distributors generally agree on the frequency of sales, volume-based discounts, and the availability of credit purchases. However, there is disagreement regarding the rapidity of sales and the use of promotional activities. Challenges identified include product returns, non-collection of receivables, product expiration, and delays due to increased demand, while geographical location was less of a concern. In contrast, distributors strongly agree on several opportunities, including the potential for increased sales volume, heightened product demand, establishment of new retail stores, creation of employment, and financial stability. Despite facing various challenges, distributors are optimistic about their growth prospects. Generally, the result of the study indicates a positive outlook towards sales, with an average weighted mean of 3.35, reflecting agreement with the current sales status, challenges, and opportunities. Key challenges include market saturation, competition, and logistical issues, while opportunities highlight significant growth potential and stability. The study will be the tool in improving and constructing policies on how to improved, navigate and protect the small and medium enterprises particularly the distributors of beverage products so that they will sustain and survived in the saturated market and the law makers able to protect them in their operation. Also to the future researchers able to gauge the result of their study in the future and the result of this study this present time. Further the study will help boost local distributors' economic activity, produce revenue for local government entities lastly it will support local employment creation.
Digital banking has advanced significantly over the last 20 years. However, many existing studies don’t cover the full scope of this topic. This study seeks to fill that gap by analysing 1,959 research papers on digital banking published between 1983 and 2020. Using techniques like bibliometric analysis, science mapping, and network analysis, it examines patterns and connections in the research. It also uses machine learning to provide new insights and identify key relationships within the field. The paper offers five key findings and their implications from this extensive review, highlighting areas for future research. It is unique in its thorough examination of such a large collection of studies and its efforts to propose a forward-looking research framework.
Open banking is an emerging and evolving concept, it brings both opportunities and challenges to banks. Despite its anticipated transformative role in changing the financial services landscape and delivering superior value to the customers, the concept has been under-examined in the academic community. This study synthesizes existing research on Open Banking and its emerging role. It employs scientometric technique with underlying statistical analysis tools to review the existing literature in this field. The data from 415 documents was scrutinized for this study. We analysed the existing literature to present to research community the following aspects; the research trends, key themes, related keywords and future research directions. The scientometric analysis revealed aspects related to authors’ analysis, source analysis, author co-operation network across countries, keyword analysis and topic modeling. This paper contributes to literature by collating and analysing the existing research available in the field of open banking.
Among the limited studies that have investigated flow experience in mobile advertising, the focus is cast on the value of advertising and the impact of flow experience. This study investigates the factors of mobile advertising that affect purchase intentions based on the value of context awareness and flow experience. First, a literature review of the corresponding studies and confirmatory factor analysis are combined to identify key factors that influence the purchase intentions of cell phones. Second, analytic network process (ANP) and structural equation modeling (SEM) are integrated into an SEM–ANP multi-criteria evaluation model. Results show that the weights for credibility, entertainment, focused immersion, and intrinsic interest are the highest. Furthermore, consumers believe that mobile advertising is a good informational reference for purchase decisions, and that the interaction of advertising value and the value of flow experience affect purchase intentions. Compared to informational advertisements, transformational advertisements are found to have a better effect on stimulating purchase intentions. Marketers are suggested to focus on transformational advertisements, supplemented by informational advertisements when designing mobile advertising campaigns.
In today’s information era, the ability to address the needs of potential customers at a moment when they are particularly receptive to the information provided becomes increasingly important. Modern mobile devices allow to collect precise data about the users’ context, thus enhancing possibilities to better estimate, proof and react to current situations in real time. Given that, ‘context marketing’ nowadays is an approach frequently discussed in literature. This contribution aims to systematize existing publications on the subject of context marketing, in order to build a basis for future research and to uncover potential gaps and contradictions in previous research. Methodologically, the two scientific databases “Scopus” and “Web of Science” were searched for context marketing related contributions. The evaluation made use of a mixed methods approach including a qualitative content analysis, and subsequently further quantitative evaluations. The findings reveal the majority of publications to focus on the user’s location as the only context factor, resulting in a predominant focus on location-based advertising related research.
During the last half-century, the theory-in-isolation (TiI) approach--within which scholars develop theories by first formulating quantitative models meant to approximate stakeholders' behavior and then testing those models with data acquired for that purpose--has remained the gold standard for publishable marketing scholarship. Unfortunately , the almost universal adoption of this approach has blinded marketing scholars to a viable alternative: the empirical-then-theoretical (EtT) approach, which suggests theories based on observed empirical regularities. However, increasingly pervasive data collection efforts, powerful computer hardware, and sophisticated software-implemented algorithms are fostering a 'big data' (i.e., data sets that are massive, complex, yet quickly replenished from various sources) era far more amenable to the EtT approach. Traditionally, marketing theories emerged from managerial experience and/or scholarly activity in marketing and related disciplines (e.g., economics). Big data represents a complementary source. Nonetheless, revelatory big-data-derived scholarship requires multidisciplinary research teams, knowledgeable industry experts, and specialized computing capabilities. In addition, big data is prone to biases that multidisciplinary specialists can mitigate substantially. Thus, marketing scholars contemplating a contemporary EtT approach-which relies on big-data-related analytical tools such as data mining, cognitive computing, neural networks, and artificial intelligence must have access to skills that extend beyond traditional graduate training in business. Essentially, we argue big data is more compatible with an empirical-then-theoretical (EtT) approach than a theoretical-in-isolation (TiI) approach to marketing theory development. Our exposition proceeds as follows. First, we introduce both approaches and big data. Then, we discuss three well-established sources of marketing theory and suggest big data as a fourth source. After presenting an abridged set of published marketing-related big data studies, we close with issues posed by using big data to develop marketing theory and a brief look forward.
This chapter investigates the role of new digital devices in marketing initiatives to provide personalized offerings thanks to context-aware information. Despite the scholars’ suggestion to create a two-way relationship between provider and user to achieve mutual benefits, the technological tools are used mainly to spread information (i.e. points of interest, opening hours, and other practical information) from an existing database. Some solid evidence related to proximity marketing initiatives in the cultural heritage sector has been further explored. Relying on Nagtode’s and Raghunandam’s (Integrated digital marketing: the key to understanding your customer. Tata Consultancy Services, 2015) model and the case study exploration, an integrative framework is advanced, based on four elements—information, interaction, tools, and personalization—and the four pillars including people, data, processes, and contexts. The framework can support museum managers in creating a different way to personalize the interaction and engagement with visitors, dynamically.
This study examined the effect of mobile operator promotions (MOP) on customer purchase intentions using longitudinal survey data (over two phases in a two-year period) from mobile phone consumers in South Korea. Results indicated that MOP led indirectly to repurchase intentions, but moderated mediation effects varied across time points. MOP appears primarily to moderate brand attitudes, which strongly influence repurchase intentions. Specifically, the direct effect appears between purchase intentions at time T and repurchase intentions at T + 1; however, the moderating influence of MOP is limited in these timeframes.
Though the concept of experience was propounded decades ago, the terms such as Customer Experience Management, Brand Experience etc. have started gaining currency only recently. Renewed focus on the concept is the result of positive impacts of brand experience as evidenced by researches. Emergence of Social Media has provided the organizations with supplementary platforms to enhance customer experiences. The experiences of customers with various social media platforms may rub on to their experiences with the brands being promoted through these. Accordingly, present research studies the experience of select social media platforms in Indian context. Result revealed that the experience of Facebook was significantly favorable in comparison to the rest three platforms; however, a scope of improvement is evident. Result is important for platform developers as it helps them to improve their platforms and for Marketing managers as it guides them to associate their brands with the more favourable platforms in order to reap concomitant benefits.
Nowadays, retailers are interested in how customer preferences regarding service quality are changing due to the adoption of different devices for shopping purposes in both the desktop and mobile contexts. To answer this question, this paper first replicates, in the mobile commerce (m-commerce) context, the results from Blut et al. (2015), who conducted a meta-analytic review of electronic service quality. Replication results question the robustness and generalizability of the conceptualization in the mobile service quality context. Thereby, practitioners and academics are encouraged to adapt a customer-centric approach in organizing marketing practices. The replication extends the conceptualization of electronic service quality by considering a unique dimension named ubiquity of services, defined as the retailer's ability to provide offers based on location and time. To reveal psychological mechanisms explaining the results of the replication study, a follow-up study draws on these contextual factors. In this context, this study uses a quasi-experimental approach by utilizing propensity score matching to account for self-selection effects to examine differences between desktop and mobile device users. As a result, this research contributes to the literature by identifying contextual boundary conditions regarding the shopping trip intentions and risk perceptions of mobile device users and desktop device users. Based on the results, major implications for retailers and further research are given.
Electronic coupon (e-coupon) is one of the most important marketing tools in B2C e-commerce. To improve the e-coupon redemption rate and reduce marketing costs, it is crucial to retarget customers who have received e-coupons and have higher propensity to redeem their coupons. Using log data and transactional data to extract the features of past purchase behavior, past coupon redemption behavior and browsing behavior during coupon validity period, we investigate the factors influencing customers’ propensity for e-coupon redemption. Our results show that almost all the variables used in our analysis (except the visit time) affect consumers’ coupon redemption propensity. Our study can help companies develop promotional strategies that better retarget those customers who are more likely to respond to coupon marketing. It also highlights the potential of using predictive analytics to enhance marketing effectiveness in the era of big data.
Hispanics, a highly diverse population in terms of geographical origin, education level and language usage, are the fastest-growing ethnic segment in the USA. Despite their growing economic power and cultural significance in the US marketplace, marketers are yet to address this market properly. Utilising both secondary data and interviews with advertising/marketing industry experts targeting Hispanics, this paper presents an application of the strategic marketing process that takes into account the multiplicity of cultural factors influencing the success of targeted marketing campaigns. The paper provides tactical implementations to execute a multi-cultural marketing strategy. Examples from successful digital campaigns targeting a variety of Hispanic populations in the USA are provided as Hispanics over-index in digital technology usage especially in the mobile category. A brief section on managerial implications for marketing practitioners is provided as well.
Mobile advertising, which is an area of mobile commerce, is a form of advertising that targets users of handheld wireless devices such as mobile phones and Personal Digital Assistants. In this study the researchers wants to gain an insight into the perception of mobile users towards mobile advertising and To find out Mobile advertising influences consumers purchase decision. The research design chosen for the study is descriptive. ijcrb.webs.com INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 810 FEBRUARY 2012 VOL 3, NO 10 The primary data was collected through a self administrated questionnaire which was originally developed for this purpose. Fifty questionnaires were distributed for the purpose of pre-testing the questionnaire's contents. A complete questionnaire was developed based on the comments collected during the pre-testing period. Convenient sampling has been employed with the questionnaires being collected from 425 respondents. Questions asked respondents to rate their degree of agreement using a 5-point Likert scale. The study was carried out in Madurai city, Tamilnadu, South India. Primary-stage sampling units were the mobile users. While the secondary stage sampling units were markets, shopping malls, institutions and localities of Madurai. Using Statistical Package for Social Science the following tests were carried out 1) Factor analysis 2) Multiple Regression and 3) Reliability Test. Based on the test results some of the findings were derived that will be significant and relevant to present Indian scenario
Online merchants often use social media to communicate deal messages to directed consumers, but they face the fundamental challenge of how to effectively communicate deal messages to these consumers using that medium. This research seeks to address this challenge by building on the construal level theory to theorize that consumers' purchase intentions in response to the products promoted via social media communication are affected by the concreteness of promotion messages and its interaction with message promotional time and deal expiration time. A between-subject experiment was conducted, and the findings suggest that concrete messages lead to higher purchase intentions. Through interacting message concreteness, message promotional time and deal expiration time, we show that the congruency of a concrete message with either, but not both, temporal cue lead to higher purchase intention. This study thus provides theoretically grounded insights on how to better communicate deal information on microblogging sites.
In the mid-1990s, in Western markets, the evolution of industries and technologies was accompanied by an emerging shift in competitive advantages from “upstream” activities towards “downstream” ones. Info-intermediaries emerged, such as Autobytel.com, which took power away from carmakers (OEMs) in distribution and granted more power to consumers. The centre of gravity shifted towards the “downstream” area, and therefore also towards marketing, requiring many principles to be revised. This also paved the way for the entry of new competitors onto the market. The car industry resisted these threats. It was more resilient to the value migration than expected, but for the management of major carmakers it was clear that the change called for a response to important strategic questions such as: “Where will profits emerge in the new digital infrastructure?” and “How can we reshape our business to take advantage of the new opportunities better and faster than competitors?”. The responses to these questions all involved the incorporation and assimilation of new digital technologies. On the threshold of the early years of the new millennium, the advances towards a transformation in the automotive industry were already clear. Information technology had begun to be deeply integrated as a tool in marketing research, and in the other main functions: from sourcing to product design, from logistics to manufacturing, and from marketing to after-sales services. Products could be better designed and manufactured. Customers’ reactions and expectations could be quickly understood and analysed. Cars became more reliable, maintenance less frequent, and repairs rarer.
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