Article

Digital Product Innovations for the Greater Good and Digital Marketing Innovations in Communications and Channels: Evolution, Emerging Issues, and Future Research Directions

October 2021
International Journal of Research in Marketing 39(1)

DOI:10.1016/j.ijresmar.2021.09.002

Authors:

Rajan Varadarajan

Texas A&M University

Michael Haenlein

ESCP Business School

Show all 5 authorsHide

During the past quarter-century, digital technologies-based innovations for creating, communicating, and delivering products of value to customers have significantly risen in importance to the competitiveness of firms. Digital technologies-based innovations have been transformational in numerous ways, such as the impact on firms’ marketing behaviors, consumers’ search and buying behaviors, and the structural characteristics of markets and industries. Against this backdrop, this article provides a perspective on the evolution of research and practice in digital product innovations and digital marketing innovations. Specifically, this article focuses on (a) innovations for the greater good in the domain of the former and (b) direct and mediated communications through social media platforms and omnichannel marketing in the domain of the latter. Regarding each of the above, this article also provides an overview of the evolution and current state of the field, highlights certain current issues and the trajectory of the field, and proposes directions for future research.

THE IMPACT OF DIGITAL MARKETING ON MARKETING OUTCOMES OF SMES THE MEDIATING ROLE OF INNOVATIVE PRODUCT DEVELOPMENT

Article

Feb 2025

Over recent decades, digital innovations in product creation, communication, and marketing have gained significant attention in research and decision-making across businesses of various scales. Technological advancements have greatly influenced corporate marketing strategies, consumer purchasing behav-ior, and market structures. This study examines the impact of digital marketing on marketing performance in Small and Medium Enterprises (MSME) in Pek-anbaru, with product innovation as a mediating factor. Targeting SMEs that utilize digital marketing, a purposive sampling method selected 53 Pekanbaru SMEs that met the research criteria. Path analysis through Structural Equation Modeling-Partial Least Squares (SEM-PLS) was applied as the analytical method. Findings indicate that digital marketing significantly enhances both marketing performance and product innovation. Furthermore, product innova-tion directly improves marketing performance, underscoring its role as a medi-ator in the relationship between digital marketing and marketing performance in Pekanbaru MSME.

MARTECH STACK ADOPTION IN SMES: A REVIEW OF AUTOMATION, CRM, AND AI INTEGRATION

Article

Full-text available

Feb 2025

Anika Jahan Mou

This study presents a comprehensive systematic literature review exploring the adoption, integration, and performance of Marketing Technology (MarTech) stacks in small and medium-sized enterprises (SMEs). Guided by the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) methodology, a total of 97 peer-reviewed journal articles published between 2013 and 2024 were identified, screened, and analyzed to uncover critical insights into how SMEs are embracing digital tools such as Customer Relationship Management (CRM) systems, marketing automation platforms, and Artificial Intelligence (AI) applications. The findings reveal that CRM serves as the foundational MarTech component, widely adopted due to its accessibility and strategic value in managing customer relationships and driving sales growth. Marketing automation enhances efficiency but remains underutilized, while AI adoption is largely experimental, hindered by low data maturity and technical barriers. Organizational readiness—including leadership support, digital culture, and staff competencies—emerged as a central factor influencing successful adoption, whereas technological challenges, particularly system integration and compatibility, frequently constrain performance outcomes. AI, in this context, encompasses machine learning, natural language processing, and predictive analytics that facilitate intelligent marketing strategies such as recommendation engines, chatbots, and dynamic content creation Furthermore, the review identifies that external forces, including competitive pressure, regulatory support, and geographic context, play a pivotal role in shaping adoption behavior. A notable gap exists in empirical research on SMEs in emerging economies, as well as in longitudinal studies and integrated theoretical frameworks that analyze MarTech adoption as an evolving stack rather than isolated tools. This review contributes to the growing body of literature by offering a multidimensional understanding of MarTech stack adoption in SMEs and highlights areas for future research and policy development to support inclusive and strategic digital transformation in the global SME sector.

The role of social media data in enhancing B2B omni-channel marketing efforts in small businesses

Article

Nov 2024
J Small Bus Enterprise Dev

Purpose This paper explores the role of social media data in enhancing business-to-business (B2B) omni-channel marketing (OCM) efforts in small businesses. B2B marketing strategy is explored through the lens of each business’s marketing manager’s insights. A novel social media data visualisation tool for B2B marketing campaign development is presented, adding contextualisation to OCM activities. Design/methodology/approach This exploratory study uses the qualitative interview method to consider the research question: what role does social media data play in enhancing B2B marketing efforts across the omni-channel in small businesses? The paper presents the findings of 25 in-depth interviews with small business marketing managers from a range of B2B industries, guided by a literature-informed interview template. Insights are developed using an open coding approach via traditional pen and paper methods, underpinned by thematic analysis. Findings Small business marketing managers recognise the importance of social media data in enhancing B2B OCM efforts in their organisations. They acknowledge online marketing channels as paths to enhanced brand awareness and relationship building and recognise social media’s growing influence on B2B customers’ decision-making processes. There is a dichotomy between the professed importance of social media data and its use among some small business marketing managers in their B2B OCM efforts. Others are capturing these data and integrating it with other data resources, thereby embedding social media data as a strategic resource within their business. Findings indicate that it is only in these small businesses that OCM strategy is evolving to meet B2B customer expectations of an integrated OCM experience, informed by social media data, across all channels and touchpoints. Research limitations/implications This work is of particular interest to marketing managers within small businesses seeking to improve their B2B marketing efforts across the omni-channel. It is of value to all B2B enterprises, given the rate of advancement of the B2B social media marketing landscape. Originality/value Recognised as an emerging area, research relating to B2B OCM is limited. This paper provides empirical data on OCM efforts in small businesses from a B2B perspective and considers the role of social media data in enhancing marketing efforts across the omni-channel. Underpinned by social network theory and based on insights gleaned from fieldwork, a social media data visualisation tool is presented, the first of its kind in this sphere.

BUSINESS CANVAS MODEL AND ITS APPLICATION TO INTERNATIONAL PRODUCTS: EXAMINING THE ELEMENTS THAT CONTRIBUTE TO COMPETITIVENESS AS IDENTIFIED IN PRIOR RESEARCH

Article

Jan 2024

The development of a business canvas for imported products in Indonesia is relatively straightforward due to the numerous trade barriers that still require significant improvement. This paper aims to explore the factors that contribute to competitive advantage, enabling Indonesian products to effectively compete with imports. The research methodology is grounded in relevant studies that focus on establishing a robust business canvas, which is essential for determining the reliable performance of companies. The utilization of NVivo software will facilitate the identification of key themes and subthemes that are critical considerations for business actors and firms in the context of global competition, while also providing an empirical overview of the exploratory findings. The conclusion of this paper offers valuable insights into business strategies based on the development of a business canvas, equipping Indonesian entrepreneurs with the necessary tools to compete against imported products.

A Design Thinking Approach in Developing Value Proposition to Enhance Virtual Debit Card User Experience

Article

Full-text available

May 2025

In the increasingly competitive digital payment industry, a deep understanding of user needs is key to creating a superior value proposition. This study applies a Design Thinking approach to develop and deliver a value proposition on Komcards virtual debit card, with the primary goal of improving user experience. Through a series of stages of empathy, problem definition, ideation, prototyping, and testing, this study aims to identify key aspects that influence user perception, such as ease of use, content comprehension, and perceived security. The results of the study found that the Design Thinking approach effectively improved the quality of user interaction with the service. However, despite the increase in positive perceptions, user interest in authorization services has not changed significantly, indicating a gap in creating loyalty. This study provides recommendations on the importance of continuous education strategies, optimization of navigation features, and implementation of systems provided as drivers of user innovation. The results of this study can also be used as a framework that can be applied by financial service providers in designing more relevant and sustainable innovations so that future digital product development continues to involve iterations based on user input to ensure a match between market needs and solutions.

Empathy, Ethics and Efficacy: The 3Es of Implementing Artificial Intelligence for Consumer Encounters

Article

Full-text available

May 2025
PSYCHOL MARKET

Drawing insights from virtue ethics and psychological perspectives on empathy, we propose a framework for integrating empathy, ethics, and efficacy (3E) to guide the responsible development and deployment of artificial intelligence (AI) technologies in consumer service encounters. It encourages developers, vendors, and users to improve efficiencies and productivity but, more importantly, to adopt an empathetic perspective with ethical decision‐making during AI development and deployment. By simultaneously adopting descriptive, analytical, and prescriptive approaches to engage academics, practitioners, and public policymakers, we outline a future research agenda for enriching AI‐consumer service encounters. Beyond conceptual integration, the framework offers practical insights for AI designers, businesses, and regulators by emphasising empathy as a bridge between efficacy and ethics. This perspective supports the development of AI technologies that not only enhance operational effectiveness but also foster consumer trust and well‐being, ensuring AI‐driven services remain human‐centred and ethically sound. A structured decision‐making model demonstrates how AI‐driven services can balance automation with ethical considerations and empathetic engagement, offering a pathway for more responsible AI implementation.

The Effectiveness of Using Instagram Social Media in Increasing Sales at Loen Cakes

Article

Full-text available

May 2025

Rizky Kukuh Meidyrianto

This study evaluates Instagram’s effectiveness in enhancing brand awareness and purchasing interest for Lien Cakes, a culinary business, amid Indonesia’s growing digital marketplace. Employing a quantitative approach with a correlational design, data were collected via questionnaires from 100 active Instagram users, including employees and consumers, to analyze engagement patterns and promotional impact. Findings reveal that 59% of employees purchased via Instagram for convenience, while 81% reported satisfaction, underscoring the platform’s sales potential. Visually creative content and influencer collaborations significantly boosted engagement, though low employee adoption (53% used Instagram for <1 year) highlighted training needs. The study contributes practical insights for optimizing Instagram strategies in niche culinary markets, emphasizing demographic-specific content and employee upskilling. Implications suggest that businesses integrate Instagram’s interactive features (e.g., Stories, UGC) with targeted training to maximize reach and loyalty, while future research could explore AI-driven personalization or cross-platform comparisons.

Enhancing Non-Governmental Organizations (NGO) Fundraising Through Digital Marketing: Impact on Donor Decisions and NGO Sustainabilit

Article

Apr 2025

Priyanka Pradhan Deepak S. Verma

Digital marketing creates a broader organization reach, more diverse fundraising opportunities, relationship-building, and more sincere communications through social media and better-focused campaigns for dealing with social challenges among the audience. This paper aims at comparing digital donation acceptance and donation decisions with the Attitude toward Helping Others (AHO). Their values, personal attitudes and social normative beliefs, which includes a sense of social responsibility, positively influences the donation behaviour of AHO. Such an attitude is promoted by digital donation platforms to increase the easiness and accessibility of the contributions. The quantitative survey study conducted among 513 participants demonstrates that AHO plays the considerable role in the decision about donations and is a positive outcome of digital donations acceptance. The results demonstrate that digital platforms provide a strong basis for the development of a culture of philanthropy and improvement of the social balance sheet. This paper aims to underscore the relevance of digital marketing to the work of non-governmental organizations (NGOs) and make suggestions on how the activities may be improved to influence the decisions of would-be contributors. Specific recommendations involve enhancing the donation channels, focusing on the appeal to the audience’s emotions, making the sites’ interface more accessible, and creating a secure way to report the donations. The future research should focus on the analysis of the changes in technology and its effects on the donor retention and the motivations for donating.

Peran Budaya Organisasi dan Inovasi Dalam Menciptakan Branding Bagi UMKM

Article

Nov 2024

The study explores the role of organizational culture and innovation in branding for UMKM. In the context of modern business, branding is the key to UMKM to distinguish themselves from competitors, increase consumer confidence, and expand their market share. This article aims to investigate how organizational culture and innovation collaborate to create a strong brand identity for UMKM. Organizational culture has a significant impact on the way UMKM operates and interacts with customers and employees. Innovation in this context involves the innovation of products, processes, and business models that enable UMKM to adapt to changing markets and meet consumer needs effectively. This article also discusses practical strategies that UMKM can adopt to strengthen the culture of organizations that support innovation. This research will use a qualitative approach. The aim of the selection of this approach is to gain a comprehensive and contextual understanding of the dynamics that occur within UMKM organizations as well as how organizational culture and innovation influence the process of branding creation. Research results show that UMKMs who successfully integrate a strong organizational culture with sustained innovation are able to build a consistent branding that attracts consumers. This research provides insights for UMKM owners and business practitioners in understanding the importance of organizational culture and innovation in creating andining competitive advantage through branding.

Developing a Strategic Typology of Non-Fungible Tokens (NFTs)

Article

Mar 2025
J Market Manag

This conceptual paper contributes to the nascent Web3 marketing stream via offering a novel typology of Non-Fungible Tokens (NFTs) as blockchain-enabled digital offerings. Grounded in a customer-centric approach to marketing strategy, our 2x2 typology suggests that NFTs vary in terms of the value on offer (i.e., value-in-use/value-in-exchange) and the strategic focus pursued by firms/creators (i.e., transactional/relational). Four main types of NFTs thus emerge: 1.Validation certificates; 2.Digital replicas; 3.Immersion enablers; and, 4.Digital upgrades. For each NFT type, we discuss their distinctive features, the opportunities they offer and their shortcomings, before detailing their strategic implications. Our typology offers researchers and practitioners who want to engage with the Web3 space a solid ground to understand the implications of deploying different types of NFTs from a strategic marketing perspective.

Exploring the impact of digital knowledge, integration and performance on sustainable accounting, reporting and assurance

Article

Nov 2024

Purpose The purpose of this study is to perform bibliometric analysis to systematically and comprehensively examine the current landscape of digital knowledge, integration and performance in the transformation of sustainability accounting, reporting and assurance. Design/methodology/approach This research uses a systematic literature review, following the Scientific Procedures and Rationales for Systematic Literature Review protocol and uses various bibliometric and performance analytical methods. These include annual scientific production analysis, journal analysis, keyword cooccurrence analysis, keyword clustering, knowledge gap analysis and future research direction identification to evaluate the existing literature thoroughly. Findings The analysis reveals significant insights into the transformative impact of digital technologies on sustainability practices. Annual scientific production and journal analyses highlight key contributors to the adoption of digital technologies in sustainability accounting, reporting and assurance. Keyword cooccurrence analyses have identified key themes in sustainability accounting, reporting and assurance, highlighting the transformative role of digital technologies such as artificial intelligence (AI), blockchain, Internet of Things (IoT) and big data. These technologies enhance corporate accountability, transparency and sustainability by automating processes and improving data accuracy. The integration of these technologies supports environmental, social and governance (ESG) reporting, circular economy initiatives and strategic decision-making, fostering economic, social and environmental sustainability. Cluster-by-coupling analyses delve into nine broader revealing that IoT improves ESG report accuracy, eXtensible Business Reporting Language structures ESG data and AI enhances life cycle assessments and reporting authenticity. In addition, digital transformation impacts environmental performance, big data optimizes resource use and edge computing improves eco-efficiency. Furthermore, this study identifies avenues for future research to advance the understanding and implementation of digital technology in sustainability accounting, reporting and assurance practices. Research limitations/implications Academically, this research enriches the understanding of how digital technologies shape sustainability practices and identifies gaps in digital knowledge and integration. Practically, it provides actionable insights for organizations to improve sustainability reporting and performance by effectively leveraging these technologies. Policy-wise, the findings advocate for frameworks supporting the effective implementation of these technologies, ensuring alignment with global sustainability goals. Originality/value This study offers a detailed analysis of the performance and intellectual framework of research on implementing digital technology in sustainability accounting, reporting and assurance. It highlights the evolving research landscape and emphasizes the need for further investigation into how emerging technologies can be leveraged to achieve sustainability goals.

Integrating Feminist Pedagogy with Digital Innovation in Advertising Art Design Programs in Chinese Higher Vocational and Technical Education.

Article

Feb 2025

Wenjun Xu

Background: Introducing feminist pedagogy and digital innovation in advertising art design into programs is a key factor in making creators socially responsible. However, China's rigid curricula for higher vocational education and prevailing cultural conservatism do not aid the implementation of feminist education practices. Aim: To understand how feminist pedagogy can be integrated with digital innovation in Chinese higher vocational and technical education's advertising art design program. Method: A survey method with 350 participants from students with advertising art design majors was included. Findings: Relatively low levels of feminist innovation and ideology are reported with relative progress in educational theories and theory application teaching. The study showed how feminist pedagogy improves students' competencies, indirectly, to produce more inclusive and gender-sensitive content in digital advertising, denoted as IGSDA competence. These competencies include critical thinking, creative confidence, and teamwork. However, a resistive syllabus, lack of technical expertise, and the broader cultural and political resistance form significant barriers to integrating the process. Conclusion: The findings highlight that feminist pedagogy offers the dual potential of tackling gender sensitivity while providing important professional skills. Practical implications include curriculum change, faculty training, and the use of digital tools to bridge the gap between the theories of feminist pedagogy. Despite limitations such as reliance on survey data and statistical analysis, it laid the foundation for future studies for understanding the long-term effects of feminist pedagogy on student outcomes and industry practices.

The Impact of Social Media on Public Health Awareness and Education

Article

Full-text available

Mar 2025

The rise of social media has reshaped how public health messages are disseminated, offering an unprecedented opportunity for rapid communication and engagement with global audiences. This paper examines the impact of social media on public health awareness and education, examining the effectiveness of various platforms in promoting health behaviors and knowledge. By utilizing a mixed-methods approach, including content analysis, surveys, and case studies, the research highlights both the potential benefits and challenges of using social media in health communication. The findings suggest that social media can significantly influence health awareness, but also emphasize the importance of addressing misinformation, privacy concerns, and ethical considerations. The paper concludes with recommendations for improving the use of social media in public health campaigns, especially in terms of targeting diverse audiences and mitigating the risks of misinformation. INTRODUCTION Social media has become an inescapable presence in daily life throughout the world, with platforms ranging from very general interest to those focused on individuals within particular social communities. In the age of electronic communication, guided by consumerism, social media has also emerged as a significant potential factor that may influence health behavior when considered as an extension of interpersonal communication within communities. Acquiring a greater understanding of how these platforms can be leveraged to educate the public about health risks, as well as promote social solidarity that informs appropriate health decision-making, is quickly becoming a catchcry of public health researchers. Tapping into this information environment allows for the dissemination of public safety information quickly and often with remoteness from those putting together this communication [1, 2]. The following paper sets out to provide a primer for media academics, public health advocates, and emergency responders who are seeking to collaborate to raise awareness of public health initiatives and the support systems that are available after disasters and emergencies. To begin, the first section lays out the literature on health communication and social media to inform the delineation of the key potential opportunities and challenges surrounding this kind of messaging that exist in academic and practitioner communities. The article then introduces the research literature on public health messaging in an increasingly networked information environment, which conceptualizes the public not as a passive receptacle but as active, media-engaged stakeholders. Several key research questions that guide this paper are introduced before concluding the introduction with an overview of how this paper is structured [3, 4]. Background and Significance Public health communication is not a new concept, and it is not limited to the age of social media. In the past decades, health communication has merged various disciplines, including psychology, marketing, sociology, and public health. It has evolved, following industry marketing trends, from long essays, diatribes, and educational campaigns to catchy jingles, cool spokespersons, and clever campaigns that

Pengaruh Kapabilitas Kewirausahaan dan Literasi Digital Terhadap Keberlanjutan Usaha Mikro di Surabaya

Article

Full-text available

Jan 2025

Micro-enterprises currently face challenges to survive and achieve their desires through appropriate adjustments. Business sustainability depends on good entrepreneurial capabilities and adequate digital literacy. This study aims to identify the relationship between entrepreneurial capabilities and digital literacy with the desires of micro-enterprises in Surabaya. The research method used in this study is quantitative with a purposive sampling technique. This study involved 55 micro-enterprises in Surabaya. The results of the analysis show that entrepreneurial capabilities have a very strong and positive influence on the desires of micro-enterprises with a path coefficient of 0.588, a statistical T value of 5.398, and a P value of 0.000. Digital literacy also has a significant positive influence, although it does not have entrepreneurial capabilities, with a path coefficient of 0.279, a statistical T value of 2.599, and a P value of 0.009. These results support the hypothesis that increasing entrepreneurial capabilities and digital literacy contribute positively to the desires of micro-enterprises. Based on these results, future policy suggestions include intensive training in digital security development and education programs and strengthening policies that support the economic performance and social responsibility of micro-enterprises. The implementation of these recommendations is expected to improve entrepreneurial capabilities and digital literacy, which ultimately increases the desire for micro-businesses in Surabaya.

Enhancing cognitive metrics in supply chain management through information and knowledge exchange

Article

Full-text available

Feb 2025
Int J Logist Manag

Purpose This research primarily aims to investigate the impact of organizational implants on knowledge transmission, process innovation and security integration in intricate supply chains. Design/methodology/approach The research utilizes a mixed-method approach, employing a stratified sampling strategy to get a representative sample of 1,284 enterprises from various sectors within the logistics industry within the European Union. Data were gathered by computer-assisted web interviewing (CAWI) and analysed utilizing structural equation modelling (SEM) to evaluate hypotheses concerning cognitive congruence, process diffusion and security integration. Findings The results indicate that while task interdependence clearly improves face-to-face communication, excessive cognitive congruence can hinder process innovation, resulting in what the article terms “cognitive rigidity.” The study suggests that achieving a balance between cognitive congruence and cognitive flexibility is crucial to improving the safety diffusion and integration process. Originality/value This study presents an innovative conceptual framework that synthesizes cognitive congruence, cognitive flexibility and cognitive rigidity to examine their combined influence on knowledge transfer and process dissemination throughout supply chains. It presents cognitive stiffness as a boundary condition, contesting the conventional belief that more cognitive congruence is invariably advantageous.

The factors analysis of influencing purchase intention on Laf Project fashion products with the utilization of Shopee live streaming features

Article

Full-text available

Oct 2024

This study aims to analyze the factors that affect purchase intention of potential buyers towards Laf Project fashion products by utilizing the Shopee Live Streaming feature. This study employs a quantitative method, utilizing a survey approach to collect data from respondents who have used the Live streaming feature at the LAF Project fashion store. The structured data collection process gathers information on respondents' experiences with the Live streaming feature, which were analyzed using statistical methods to address the research questions and draw conclusions based on the findings. The results of the analysis in this study show that several factors significantly affect consumer purchase intention, namely, the attraction and cognitive assimilation variables mediate the relationship between real-time interaction, shopping guidance, visibility, and media richness with consumer purchase intentions, while influencer credibility in the context of this research problem does not have a significant impact on consumers' purchase intention. The research contributes to the fields of digital marketing and e-commerce by identifying the key factors that drive purchase intention through live streaming, which can offer practical insights for fashion brands and online retailers looking to optimize their sales strategies in live commerce environments.

The Double-Layer Digital Needs Model in Marketing for Sustainable Digital Development

Article

Full-text available

Jan 2025

Background: Over the past several years, researchers and industry experts have observed significant shifts in consumer behaviour within digital environments. However, a gap remains in the systematic and critical understanding of these digital consumer needs, particularly in developing customer-oriented, sustainable digital products and services. Objectives: By integrating sustainable development goals (SDGs), the study aims to develop a comprehensive framework for the double-layer digital model, categorizing digital consumer needs into problem-solving and experiential layers. Methodology: This study approach uses a system modelling methodology grounded in the Zachman Framework, adapting it to illustrate the application of various marketing functions throughout the digital product life cycle. Results: The double-layer digital needs model identifies the critical tasks that digital marketers must address to meet diverse consumer needs across product life cycle stages. Additionally, we introduce modified Zachman matrices that align with the SDGs, facilitating the creation of sustainable marketing strategies and consumer-focused digital offerings. Novelty: This research uniquely contributes to marketing theory and practice by presenting a structured model emphasizing integrating sustainable development principles into digital product marketing. The model promotes a shift towards sustainability by empowering digital consumers as co-creators in a way that reinforces responsible consumption, enhances digital literacy, and advances sustainable digital development.

Utilizing Artificial Intelligence for Stakeholder Engagement and Social Innovation in Addressing Climate Change:

Article

Full-text available

Jan 2025
J GLOB INF MANAG

This study employs Systematic Literature Review (SLR) and thematic analysis to explore the topics of Artificial Intelligence (AI), Stakeholder Engagement (SE) and social innovation. To enhance methodological rigor, the study integrated literature analysis and social media analysis to recognize topics within texts using Latent Dirichlet Allocation (LDA), an unsupervised machine learning method. The study highlights AI's influence on social engagement, aligning with diffusion theory, stressing the need to emphasize AI's benefits for faster adoption.

Agility in marketing teams: An analysis of factors influencing the entry decision into a trendy social network

Article

Full-text available

Jan 2025
J BUS RES

Given the rise of new social networks, companies must decide whether to incorporate each new network into their social media marketing strategy. This research analyses the factors that influence a brand's entry into a trendy social network, integrating two traditional paradigms of innovation adoption-the TOE and the UTAUT-with the concept of marketing agility, to incorporate the strategic perspective of marketing departments. We conduct a mixed methods approach, through a focus group with managers and a quantitative analysis based on a questionnaire with a sample of 161 managers, complemented with a fsQCA to identify specific configurations of factors that determine that entry. The study validates marketing agility's relevance, emphasising the importance of market monitoring beyond speed. Three company characterizations are proposed, including differences in expectations, effort perceptions, and competitors influence. We offer an explanatory model of the adoption conditions of technological innovations undertaken by marketing departments, applicable to future innovations in communication tools.

TRANSFORMATION OF DIGITAL INNOVATION IN EDUCATION IN THE POST-COVID ERA: AN EXPLORATION CENTERED ON DRONES AND VIRTUAL REALITY

Article

Full-text available

Oct 2024

The relevance of this study is underscored by the significant shifts in traditional methods of teaching software disciplines in the post-COVID era. The widespread adoption of remote learning and integrating innovative technologies have necessitated re-evaluating educational practices. This study aims to explore the impact of modern innovative technologies on the effectiveness of education and the quality of learning in the post-COVID period. The primary method employed in this study was a survey, through which questions related to the use of drones and virtual reality (VR) technologies in the educational process were posed to students and educators. The results obtained during this study indicate a high level of acceptance by modern students and their educators of the role of drones and VR technologies in the educational environment of contemporary educational institutions. Participants in the surveys positively assessed the transformation trends of innovative technologies in the educational environment, which applies to almost all groups of students and educators without exception, regardless of their specialties. Respondents highlighted multiple positive effects of integrating drones and VR technologies into the educational space of educational institutions, including a high level of comfort when using these technical devices, improvement in the perception of educational material, and enhancement of the quality of mastering software disciplines. Both educators and students positively view the emerging prospects of practical use of drones and VR technologies in educational institutions' educational space, particularly in the post-COVID period and beyond.

Cutting-Edge Digital Tools in the Area of Marketing Communication and Sales Used by SMEs versus Economic Results- Evidence from Poland

Article

Full-text available

Nov 2024

Digital technology innovation and synergy of pollution control and carbon reduction: empirical evidence from digital patents in Chinese cities

Article

Full-text available

Oct 2024

Digital technology innovation (DTI) performs a critical role of attaining the synergy of pollution control and carbon reduction (PCCR). This study utilizes digital patents to measure DTI, and investigates the DTI’s PCCR effect based on panel data of 281 Chinese cities during 2006–2021. The result demonstrates that DTI can substantially promote the synergy of PCCR, especially in the central and western regions, low-grade cities, and resource-based cities. Additionally, this study reveals two mechanisms by which DTI promotes the synergy of PCCR: promoting tertiary industry agglomeration and fostering entrepreneurship. Simultaneously, we also conduct moderating mechanism analyses, finding that the higher the marketization degree, the better DTI can play its positive role in PCCR. These findings provide useful insights into promoting sustainable development and achieving synergistic efficiency of PCCR through DTI in the digital economy era.

Digital transformation in pharmacy marketing: integrating AI and machine learning for optimized drug promotion and distribution

Article

Full-text available

Aug 2020

The digital transformation of pharmacy marketing, driven by artificial intelligence (AI) and machine learning, is revolutionizing how drugs are promoted and distributed. This review examines the role of AI and machine learning in enabling more efficient, personalized marketing strategies, while also optimizing the supply chain and distribution processes within the pharmaceutical industry. By leveraging data-driven insights, pharmacies can enhance the reach and effectiveness of their marketing campaigns, targeting specific demographics and predicting patient behaviors. AI tools such as predictive analytics, customer segmentation, and natural language processing (NLP) allow pharmacies to design highly personalized campaigns, delivering relevant messages to patients and healthcare providers at the optimal time. Machine learning also streamlines drug distribution by improving supply chain management and inventory control, reducing inefficiencies, and ensuring timely delivery. Predictive models can anticipate demand fluctuations, optimizing logistics to prevent shortages or overstocking. These technologies provide pharmacies with real-time market insights, enabling faster adaptation to changing market trends and patient needs. Furthermore, AI-enabled tools help track and measure campaign performance, facilitating continuous refinement for better outcomes. Despite the numerous advantages, the implementation of AI in pharmacy marketing raises challenges, particularly around data privacy and ethical considerations in patient-targeted marketing. The review addresses these concerns, advocating for responsible use of AI to maintain patient trust while maximizing the benefits of these advanced technologies. Finally, it explores future trends, such as AI-driven automation and further integration of machine learning in healthcare operations, predicting a transformative shift toward more efficient, data-centric pharmacy marketing and distribution. This digital transformation offers significant potential for improving patient engagement, operational efficiency, and market growth.

The Impact of Internet Marketing on a Firm's Market Positioning Strategy to Meet Evolving Consumer Demands

Conference Paper

Jan 2024

Chenyang Cui

Impact Of Marketing Events On Customer Satisfaction Mediated By Digital Marketing And Moderate Green Marketing On MSMEs In Banyumas District

Article

Full-text available

Oct 2024

With the help of digital marketing and green marketing, the purpose of this study is to investigate the influence that marketing events have on customer satisfaction in micro, small, and medium-sized enterprises (MSMEs) located in the Banyumas Regency. The method of sampling is known as simple random sampling. This is due to the fact that the population is quite huge, which means that the samples are taken depending on the convenience that is discovered. To estimate the appropriate size of the sample for this investigation, the Slovin formula was utilized. (0.1) is the absolute maximum percentage of the sample limit that can still be allowed. The distribution of questionnaires to micro, small, and medium-sized enterprises (MSMEs) in the Banyumas Regency was carried out by sending a link to a Google form. The findings of this study indicate that marketing events have an effect on the level of satisfaction experienced by consumers, that digital marketing acts as a mediator during the interaction between marketing events and consumer satisfaction, and that green marketing acts as a moderator during the relationship between marketing events and consumer satisfaction.

The Impact of Artificial Intelligence Dimensions on Digital Marketing Outcomes: Perspectives of Marketing Managers in Jordanian Manufacturing Companies

Article

Full-text available

Jan 2024

Ameen mohammad Al Htibat

This study examines the impact of artificial intelligence (AI) dimensions (data analysis and insights, predictive analytics, marketing automation, content creation, and ad targeting) on digital marketing outcomes (targeting and segmentation, personalization and customer experience, customer service and chatbots) from the perspective of marketing managers in Jordanian manufacturing companies. A quantitative methodology was employed, using a questionnaire to collect data from 333 marketing managers. The findings confirm that AI dimensions have a significant positive influence on digital marketing outcomes, with content creation being the most influential dimension. The study contributes to the understanding of how AI can enhance digital marketing strategies and provides practical insights for marketing managers. The authors recommend increasing employees' awareness and comprehension of AI in marketing and prioritizing the use of natural language processing techniques in content creation. Current study may have a role in increasing awareness of organizations regarding the positive influence of AI in the marketing industry, which my lead to more creative and innovative usage of AI in digital marketing.

The Impacts of Business Sustainability Factors on Competitiveness and Marketing Performance: An Exploratory Approach to the Case of Indonesian Micro-, Small, and Medium Enterprises

Article

May 2025

This study aims to analyze the influence of entrepreneurial marketing, internet marketing, market orientation, and social entrepreneurship orientation on business sustainability, marketing performance, and competitiveness. A total of 235 micro-, small, and medium enterprises (MSMEs) in Jabodetabek and Sukabumi were successfully processed with SmartPLS 3 software to be analyzed using the SEM-PLS two-stage embedded approach. In micro-enterprises (MEs), the results of the analysis show that the variables of internet marketing, market orientation, and social entrepreneurship orientation have a significant positive effect on social aspects. Meanwhile, entrepreneurial marketing has a significant positive effect on environmental aspects. Furthermore, only two aspects of sustainability (economic and social aspects) have a positive effect on competitiveness and marketing performance. In another case with small and medium enterprises (SMEs), the results of the analysis show that variable market orientation has a positive effect on economic aspects and a negative effect on social aspects. While the social entrepreneurship orientation variable has a positive effect on social aspects, it has a negative effect on economic aspects. Furthermore, the economic aspects of SMEs have a positive effect on competitiveness and marketing performance. Environmental aspects have a positive effect on competitiveness, and social aspects affect marketing performance. Finally, competitiveness variables affect the marketing performance of SMEs. In general, it is necessary for the government to differentiate between MEs and SMEs because they have different business capabilities. MEs need a more social approach, while SMEs need a more economic approach in order to support their sustainability aspects.

Ethical Digital Marketing in Practice: Consumer Trust, Privacy, and Responsible AI

Article

May 2025

Krishna Joshi

As digital commerce evolves, consumers have become more conscious and connected, demanding greater accountability from brands at every digital touchpoint. This paper explores the challenges and best practices of ethical digital marketing, offering actionable insights for marketing, branding, and digital media professionals. Through a synthesis of academic and industry literature, complemented by case studies, it illustrates how ethical principles can be translated into effective digital strategies. The study defines ethical digital marketing as the integration of transparency, honesty, data integrity, inclusivity, and fair AI use into online practices. Key challenges that undermine consumer trust and brand credibility are examined, including invasive data collection, privacy breaches, intrusive targeting, lack of influencer transparency, misleading advertising, and concerns over the environmental and social impact of digital campaigns. Case examples highlight how value-driven messaging, transparency in sourcing, data privacy measures, and clear disclosure practices contribute to sustained brand credibility and consumer loyalty. The findings suggest that ethical conduct-particularly consent-based personalization, accurate claims, and inclusive communication-enhances engagement, mitigates risks, and helps differentiate brands in competitive digital markets. Moreover, younger, socially aware audiences are shown to prioritize brands that embed ethics in AI-driven personalization and digital interactions. Ethical digital marketing emerges not as a compliance burden but as a strategic asset that drives long-term advocacy and market resilience. The paper concludes by recommending that organizations institutionalize ethics through cross-functional review boards, leadership-driven policies, regular scenario planning, and continuous ethics training. With tightening regulations and rising consumer expectations, embedding ethics in all aspects of digital marketing-data management, AI deployment, influencer partnerships, and content creation-is essential for maintaining brand integrity and securing a sustainable competitive advantage.

Let’s (NOT) get physical: Cross-format dilution when launching physical counterparts with unique digital assets

Article

May 2025
J RETAILING

Systematic Literature Review Pemanfaatan Teknologi dan Inovasi Digital

Article

Jan 2025

Digitalisasi saat ini telah mencakup berbagai aspek, di dukung pula dengan perkembangan inovasi yang mendorong perubahan ke arah yang semakin canggih. Aspek manajemen dan keuangan juga mengalami berbagai kemajuan terkait pemanfaatan teknologi informasi, mulai dari sistem pembayaran, aplikasi pembayaran, hingga green finance. Begitu pula perkembangan platform di era digital. Berdasarkan hasil dari Systematic Literature Review (SLR) di dapatkan bahwa inovasi teknologi, keuangan digital, pemasaran digital, hingga teknologi keuangan semakin mengalami perkembangan. Analisis Systematic Literature Review menggunakan tools R Studio sehingga di peroleh hasil yang detail dan komprehensif. Kata Kunci: Systematic Literature Review, Digital, Inovasi, R Studio

Enhancing Non-Governmental Organizations (NGO) Fundraising Through Digital Marketing: Impact on Donor Decisions and NGO Sustainability

Article

Apr 2025

Priyanka Pradhan Deepak S. Verma

Exploring Barriers to Innovative Marketing in MSMEs : An Analysis Using a BWM ‐ ISM Multi‐Criteria Decision‐Making Framework

Article

Jan 2025

In today's dynamic business landscape, organisations increasingly realise the pivotal role of innovative marketing approaches (IMA) in gaining a competitive edge and driving sustainable growth. However, many organisations encounter formidable barriers to adopting and developing IMA, despite the growing importance of innovative approaches in marketing. The purpose of this research is to identify, prioritise, establish the inter‐relationships and propose a ‘level‐wise structural model’ of the barriers that an organisation faces in adopting and developing IMA. The research employed a mix of quantitative and qualitative methods. An exhaustive review of related literature and theoretical frameworks (namely the ‘resource‐based view’ (RBV) theory, the ‘social capital theory’ (SCT) theory, the ‘innovation resistance theory’ (IRT) theory, and the ‘institutional theory’ (IT) theory), along with expert feedback, are used to categorise and finalise the barriers. Further, a case study from ‘micro, small and medium enterprises’ (MSMEs) in a developing nation such as India along with hybrid ‘multi‐criteria decision‐making’ (MCDM), that is, best‐worst method (BWM), was applied to prioritise the barriers. While ‘interpretive structural modelling’ (ISM) was used to establish contextual relationships, and ‘matrice d'impacts croisés multiplication appliquée á un classment’ (MICMAC) analysis was employed to cluster the barriers. The findings suggest that among the main category technology‐related barriers and from subcategories, infrastructure supports the top barriers and works as a driving obstacle while building IMA for sustainable development. The findings from this study can help develop effective marketing strategies that align profitability with environmental and social responsibility.

Rethinking Agritourism Marketing in Africa: A Look Through the Lens of Artificial Intelligence

Chapter

Apr 2025

Traditional agritourism marketing strategies in Africa often struggle to cater to the diverse needs of tourists and promote sustainable practices. Artificial Intelligence (AI) enhances agritourism marketing strategies by providing valuable insights, optimizing decision-making processes, and enabling personalized experiences. The chapter explores the potential of Artificial Intelligence (AI) to personalize the agritourism experience and foster environmentally conscious tourism. The agritourism sector in Africa holds immense potential for economic growth and rural development. However, current marketing approaches often lack personalization, failing to target tourists with specific interests and preferences effectively. Additionally, promoting sustainable practices within agritourism remains a challenge. The book chapter’s task is to respond to the following research questions: how can AI be leveraged to personalize agritourism marketing strategies in Africa? Can AI-powered tools encourage sustainable practices within the agritourism sector, and what are the potential benefits and challenges of using AI for agritourism marketing in Africa? The significance of this research is to interact with and address the SDGs (Sustainable Development Goals) with a focus on using digital technology in agritourism by ensuring sustainable innovation, securing continuous production patterns, and enhancing collaboration for sustainable tourism development, which is critical for human development. The chapter addresses a critical gap in understanding how AI can revolutionize agritourism marketing in Africa. By personalizing the tourist experience and promoting sustainable practices, AI has the potential to enhance the economic and environmental impact of agritourism. A systematic literature review for information deemed relevant to the subject under inquiry was conducted. AI frameworks such as recommender systems and sentiment analysis will be explored for their applicability in personalizing marketing strategies. The chapter reveals valuable insights into how AI can personalize agritourism marketing in Africa. The findings may suggest AI-powered solutions for tailoring recommendations to tourists, showcasing sustainable practices of agritourism businesses, and optimizing marketing campaigns based on real-time data and tourist sentiments. By examining the potential of AI technologies in agritourism marketing, this research seeks to unlock new possibilities for personalized and sustainable marketing strategies that can drive the growth and success of agritourism ventures in Africa.

Visual narratives and audience engagement: edutainment interactive strategies with computer vision and natural language processing

Article

Apr 2025

Purpose This study aims to explore how the integration of visual storytelling and textual elements within edutainment content drives recursive, emotionally grounded consumer engagement in interactive marketing environments. It challenges linear models of the consumer journey by emphasizing cyclical, meaning-making processes shaped by visual-symbolic and narrative cues. Design/methodology/approach Using a multimodal artificial intelligence (AI)-assisted analytical approach, this study draws on natural language processing and computer vision to analyze over 10,000 social media posts from leading educational media brands. It identifies underlying engagement mechanisms by examining how visual themes and textual expressions interact to influence consumer behavior across different stages of the edutainment experience. Findings Visual themes, especially those featuring human or natural elements, trigger early-stage attention, while emotionally resonant language anchors deeper involvement. This co-activation supports a recursive engagement model, where consumers continuously reinterpret and contribute to brand narratives through micro-actions and user-generated content. Engagement becomes a dynamic, participatory loop rather than a discrete outcome. Research limitations/implications Future research could explore how different visual and narrative elements influence emotional and cognitive engagement across diverse consumer groups. Additionally, investigating the long-term impact of recursive engagement on brand loyalty and consumer behavior will be valuable for further advancing interactive marketing theory. Practical implications For practitioners in interactive marketing, this research underscores the importance of using visually compelling narratives to craft personalized content that resonates emotionally with consumers. By integrating both emotional and cognitive dimensions into content strategies, brands can enhance consumer engagement. Furthermore, incorporating interactive features, such as user-generated content and real-time feedback loops, is crucial for fostering deeper consumer involvement and strengthening long-term brand loyalty. Social implications The growing influence of interactive marketing via edutainment and visual storytelling presents opportunities for brands to create more meaningful content that fosters engagement and learning. By aligning with consumers’ values, brands can contribute to societal change, advocating for social and environmental causes while enhancing public awareness and participation. Originality/value This research reframes interactive marketing as a psychologically layered and dialogic process, offering new theoretical insight into the symbolic and affective mechanics of edutainment. It provides a data-driven foundation for designing content strategies that foster long-term emotional resonance and participatory brand relationships. By demonstrating how AI tools can decode and optimize multimodal engagement, the study contributes both conceptual advancement and methodological innovation to the field.

The Influence Of Social Dynamics On Consumer Behavior: A Sociological Approach To Marketing Strategies In Consulting Firms

Article

Full-text available

May 2024

The impact of social dynamics on consumer behavior has become a crucial factor in marketing strategies, especially for consulting firms where building relationships and establishing trust are key to decision-making. This research delves into the sociological foundations of consumer behavior, examining how social dynamics like group behavior, social norms, status, and power relationships affect how consumers interact with consulting firms. By drawing on sociological theories, the study looks at how elements such as social influence, cultural values, and peer interactions shape consumers' choices in professional services. Additionally, it explores how these social dynamics influence the development of marketing strategies, including service personalization, reputation management, and community building around a brand. By understanding these sociological factors, consulting firms can create more effective marketing strategies that resonate with consumer behaviors, leading to stronger client relationships and improved service delivery. This sociological perspective offers valuable insights for designing marketing campaigns that align with clients' social motivations and expectations, helping firms thrive in a competitive market.

Organizational Culture, Digital Transformation, and Product Innovation

Article

Full-text available

Mar 2025
INFORM MANAGE-AMSTER

Transformative impact of Social Media platforms on Language Evolution: Creation and Adoption of Emerging Lexicon

Article

Full-text available

Feb 2025

The present research aims to investigate the language changes caused by the integration of social media sites with special reference to the usage of new jargon and emerging language among young social media users. This study employs quantitative questionnaires from 40 participants and qualitative interviews with 10 participants purposively sampled to understand the pattern of language by social media. The survey examined the frequency and the tendencies of such changes as abbreviations, informal structure of the sentence, and use of emojis in communication and identified considerable changes in user’s attitudes to the language. Employing Braun and Clarke’s (2016) thematic analysis, this paper builds upon qualitative materials and elaborates on how social media opens creative possibilities, enables code-switching, and renegotiates linguistic imagination. Consequently, the research suggests that social media fosters language use that embraces variance and innovation more than stagnation and stability in conventional English grammar and punctuation. Participants also claimed that a wide range of unknown vocabulary was also reported due to exposure to the different dialects and trends in the current world usage. As such, this research identifies social media as an active facilitator of linguistic change, which underlines the rate of language development by creating a novel interaction typology that reshapes users’ perceptive of prescriptive norms. These implications are useful for further research into the semiotic aspects of digital communication and for understanding the tendencies of informal language use among youths.

Quest for insights: Leveraging data from the video game ecosystem in marketing

Article

Feb 2025
J ACAD MARKET SCI

Over the past decade, video games have dramatically risen in popularity, and marketers have started recognizing the research opportunities video games provide. However, much of the current research in the gaming space focuses on the video game experiences of individual consumers, whereas other participants in the video game ecosystem are often ignored. In addition, research frequently uses traditional data collection and analysis techniques that do not adequately account for the unique features of the data generated within this ecosystem. In this article, using a framework based on service-dominant logic and the customer journey, we identify six distinct pillars embedded in the video game ecosystem and describe the types of data generated through interactions among them. We then present three challenges with data gathering and analysis that arise from the co-creation of value within the video game ecosystem. Finally, we outline adaptations marketers can make to address these challenges and present future research directions to help access and analyze data generated throughout the video game ecosystem.

How Digital Marketing Capabilities Mitigate the Impact of Financing Constraints on Investment Performance in Industrial Enterprises

Article

Feb 2025
Finance Res Lett

Jialin Li

Driving brand evangelism by Unleashing the power of branding and sales management practices ☆

Article

Jan 2025
J BUS RES

Adaptive learning engine for driving marketing channel performance: a machine learning approach

Article

Jan 2025

Purpose This paper aims to develop and implement a machine learning recommendation engine – an adaptive learning engine that drives business revenue through the ranking and recommendation of offers at a granular customer level across the inbound marketing channels. Design/methodology/approach A data set of over 300,000 unique sample of mobile customers was extracted and prepared. The gradient boosting machine (GBM) algorithm was developed, consolidated, deployed and experimented on two inbound marketing channels. Findings Research examining machine learning implementation and operationalisation within the large consumer base is seemingly silent. This paper bridges this gap by developing and implementing a machine learning adaptive engine across two inbound marketing channels. The performance of the inbound channels revealed the significant importance of digital campaigns that are driven by machine learning algorithms. Machine learning techniques can be well positioned as an integral part of a large consumer base marketing operations with real-time one-to-one marketing capability. Research limitations/implications The study explores the use of machine learning, a cutting-edge subset of artificial intelligence (AI), to drive consumer business revenue across different marketing channels. Further research should explore these marketing channels in greater depth by considering other branches of AI in driving consumer business revenue. Practical implications This study demonstrates the value, ease and application of a machine learning deployment in a consumer business with a large customer base in driving business revenue. It also shows customers' practical response to offerings across channels and the importance of the digital channel to firms with a large customer base. Originality/value The paper defines how machine learning extracts can be deployed and operationalised by marketers to drive business revenue. This approach is unique, realistic, easy to deploy and will guide future research in this space.

The greening mind and action: The mediating path toward sustainable lifestyle under the lens of social idea theory

Article

Jan 2025
J Hum Behav Soc Environ

Revolutionizing retail: The transformative power of service robots on shopping dynamics

Article

Jan 2025
J Retailing Consum Serv

El Marketing digital y su aporte a la comercialización caso: Avícola Aviburz

Article

Full-text available

Dec 2024

Las organizaciones agroproductivas de Manabí muestran debilidades en su administración, gestión estratégica y conocimiento del marketing digital. Durante la pandemia, la mayoría de los negocios implementaron el uso de las redes sociales, mostrando la necesidad de fortalecer las estrategias digitales de marketing. En el sector avícola específicamente existen falencias en la gestión de comercialización que limitan su competitividad, en este contexto la granja avícola Aviburz ha tenido resultados insatisfactorios en ventas a pesar de utilizar las redes sociales, lo que sugiere una mala aplicación de estrategias digitales para la comercialización. De ahí surge la pregunta de investigación sobre cómo las estrategias de marketing digital pueden contribuir a este proceso de marketing. La investigación tuvo como objetivo establecer estrategias de marketing digital que contribuyan a la comercialización en la avícola Aviburz del cantón Bolívar. La metodología aplicada se basa en una investigación cualitativa, la cual incluyó técnicas como la entrevista para conocer las estrategias existentes en la empresa y el modelo OGSM para planificar acciones de marketing digital. Se utilizaron herramientas como un software de gestión de referencias bibliográficas, además de Publish or Perish para buscar información en bases de datos científicas y Atlas T.I. para el análisis cualitativo de recursos bibliográficos. Los resultados permitieron fundamentar teóricamente las estrategias de marketing digital y de la comercialización. Por otro lado, se determinaron oportunidades de mejora en la estrategia de marketing digital de la empresa. Finalmente se desarrollaron estrategias mediante un brief de marketing digital y el modelo OGSM, además de diseñar contenidos publicitarios para impulsar la comercialización en la avícola Aviburz del cantón Bolívar.

Digital influencers and their impact on small businesses

Article

Full-text available

Dec 2024

Este estudo teve por objetivo identificar de que forma influenciadores digitais impactam as estratégias de marketing de influência de pequenas empresas. Por meio de entrevistas com decisores de oito empresas, constatou-se que os influenciadores são vistos como intermediários confiáveis entre marcas e consumidores, especialmente no Instagram. A principal motivação para o seu uso é buscar maior exposição e comunicação efetiva, sendo influenciada por fatores externos como a pandemia de COVID-19. Este estudo preenche uma lacuna teórica, focando no impacto dos influenciadores do ponto de vista gerencial, e destaca a importância de adaptar estratégias de marketing tradicionais ao ambiente digital. PALAVRAS-CHAVE: influenciadores digitais, marketing de influência, gestão de marketing, estratégias digitais, mídias sociais. This study aimed to identify how digital influencers impact the marketing strategies of small businesses. Through interviews with decision-makers from eight companies, it was found that influencers are seen as trustworthy intermediaries between brands and consumers, especially on Instagram. The primary motivation for their use is to seek greater exposure and effective communication, influenced by external factors such as the COVID-19 pandemic. This study fills a theoretical gap, focusing on the impact of influencers from a managerial perspective, and highlights the importance of adapting traditional marketing strategies to the digital environment.

The effects of artificial intelligence and machine learning in consumer behaviour, demand prediction and chatbots in the realm of digital marketing

Preprint

Full-text available

Dec 2024

The principal objective of this study is to ascertain the potential digital marketing applications of artificial intelligence and machine learning. A standardised questionnaire was used to collect data from 250 participants. We used SPSS statistical analysis included ANOVA, correlation, paired t-test, and cross-tab. The parameters we examined related to digital marketing are AI-and ML-generated consumer behaviour data, AI and ML for demand prediction in digital marketing, chatbots created by AI, and ML in digital marketing. This study reveals that the utilisation of artificial intelligence and machine learning in digital marketing is significantly influenced by consumer behaviour data collected through AI and ML techniques. The findings of this study can assist organisations worldwide in determining the most effective digital marketing strategies to attract buyers and successfully steer their businesses in a new direction. This study identifies the techniques that influence the use of AI and ML in digital marketing. 2 S. Akter et al.

Transformative Transport Services: Leveraging Sustainability, Inclusivity, and Technology through Marketing Management

Article

Full-text available

Dec 2024
J Market Manag

Emmanuel Mogaji

This article introduces the concept of Transformative Transport Services (TTS), addressing the challenges of transportation service provision by integrating sustainability, inclusivity, and technology. Drawing from Transformative Service Research (TSR) and Service-Dominant Logic (SDL), the paper emphasises value co-creation as a central approach to developing transport systems that enhance well-being and life satisfaction. The paper explores the role of marketing management in delivering transformative transport services. The study introduces Transformative Transport Service Research (TTSR) for academics and Transformative Transport Service Design (TTSD) for practitioners, creating a framework for developing impactful marketing strategies that align with evolving consumer demands. Ultimately, the article presents a research agenda that emphasises the crucial role of marketing in advancing sustainable, inclusive, and technologically driven transport solutions.

The Effects of Artificial Intelligence and Machine Learning in Consumer Behaviour, Demand Prediction and Chatbots in the realm of Digital Marketing

Article

Jan 2024

Digital transformation and firms’ bargaining power: Evidence from China

Article

Oct 2024
J BUS RES

Ethical Considerations in Digital Marketing: Challenges and Best Practices

Article

Aug 2024

The use of technological devices and platforms for user participation, transfer of knowledge, and data exchange is referred to as online ethics. Social media platforms may be digital marketing instruments to identify trends, client interactions, and market demands. Cyberbullying is a serious topic, however, the majority of studies have concentrated on worries related to consumer privacy. It is crucial to use ethical decision-making methods before participating in any type of web-based activity because of how simple and quick these activities are. This essay seeks to examine the expenses associated with social media websites that rely on internet-based technology, as well as any possible drawbacks and moral dilemmas. The research looks at ethical issues including laws, rules, and privacy-regulating insurance plans. Consumer worries regarding the moral implications of internet purchases have increased along with e-commerce. The article uses a comprehensive examination of the literature on digital advertising, social networking sites, and ethics.

EXPRESS: Marketplace Literacy as a Pathway to a Better World: Evidence from Field Experiments in Low-Access Subsistence Marketplaces

Article

Full-text available

Feb 2021
J MARKETING

Multinational companies increasingly focus on subsistence marketplaces, given their enormous market potential. Nevertheless, their potential is untapped because subsistence consumers face extreme constraints. The authors contend that subsistence consumers need marketplace literacy to effectively and beneficially participate in marketplaces. Marketplace literacy entails the knowledge and skills that enable them to participate in a marketplace both as a consumer and as an entrepreneur. This is crucial for subsistence consumers, as they often need to function in both roles to survive. Past research, however, has not empirically examined the influence of marketplace literacy on wellbeing or marketing outcomes related to wellbeing. To address this gap, the authors implemented three large-scale field experiments with approximately 1,000 people in 34 remote villages in India and Tanzania. They find that marketplace literacy causes an increase in psychological wellbeing and consumer outcomes related to wellbeing (e.g., consumer confidence and decision-making ability), especially for subsistence consumers with lower marketplace access, whereas it causes an increase in entrepreneurial outcomes related to wellbeing (e.g., starting a microenterprise) for those with higher marketplace access. Overall, this research generates practical implications for the use of marketplace literacy as a pathway to a better world.

EXPRESS: Do Marketers Matter for Entrepreneurs? Evidence from a Field Experiment in Uganda

Article

Full-text available

Jan 2021
J MARKETING

Promoting growth by differentiating products is a core tenet of marketing. However, establishing and quantifying marketing’s causal impact on firm growth, while critical, can be difficult. This paper examines the effects of a business support intervention in which international professionals from different functional backgrounds (e.g., marketing, consulting) volunteered time to help Ugandan entrepreneurs improve growth. Findings from a multi-year field experiment show entrepreneurs randomly matched with volunteer marketers significantly increased firm growth. Compared to control firms, the entrepreneurs in the Marketer treatment group grew monthly sales by 51.7% on average, while their monthly profits improved by 35.8%, total assets increased by 31.0%, and paid employees rose by 23.8%. A linguistic analysis of interactions between volunteers and entrepreneurs indicates the marketers spent more time on product-related topics than other volunteers. Further mechanism analyses indicate the marketers helped the entrepreneurs focus on premium products to differentiate in the marketplace. In line with the study’s process evidence, firms with greater market knowledge or resource availability benefitted significantly more than their peers when matched with volunteer marketers. As small-scale businesses form the commercial backbone of most emerging markets, their performance and development are critically important. And marketers’ positive impact on the businesses highlights the need for the field’s increased presence in emerging markets.

Informational Challenges in Omnichannel Marketing: Remedies and Future Research

Article

Full-text available

Nov 2020
J MARKETING

Omnichannel marketing is often viewed as the panacea for one-to-one marketing, but this strategic path is mired with obstacles. This article investigates three challenges in realizing the full potential of omnichannel marketing: (1) data access and integration, (2) marketing attribution, and (3) consumer privacy protection. While these challenges predate omnichannel marketing, they are exacerbated in a digital omnichannel environment. This article argues that advances in machine learning and blockchain offer some promising solutions. In turn, these technologies present new challenges and opportunities for firms, which warrant further academic research. The authors identify both recent developments in practice and promising avenues for future research. Editor’s Note This article is part of the JM-MSI Special Issue on “From Marketing Priorities to Research Agendas,” edited by John A. Deighton, Carl F. Mela, and Christine Moorman. Written by teams led by members of the inaugural class of MSI Scholars, these articles review the literature on an important marketing topic reflected in the MSI Priorities and offer an expansive research agenda for the marketing discipline. A list of articles appearing in the Special Issue can be found at http://www.ama.org/JM-MSI-2020 .

Digital Analytics: Modeling for Insights and New Methods

Article

Full-text available

Jun 2020

Firms are increasingly turning towards new-age technologies such as artificial intelligence (AI), the internet of things (IoT), blockchain, and drones, among others, to assist in interacting with their customers. Further, with the prominence of personalization and customer engagement as the go-to customer management strategies, it is essential for firms to understand how to integrate new-age technologies into their existing practices to aid seamlessly in the generation of actionable insights. Towards this end, this study proposes an organizing framework to understand how firms can use digital analytics, within the changing technology landscape, to generate consumer insights. The proposed framework begins by recognizing the forces that are external to the firm then lead to the generation of specific capabilities by the firm. Further, the firms capabilities can lead to the generation of insights for decision-making that can be data-driven and/or analytics-driven. Finally, the proposed framework identifies the creation of value-based outcomes for firms and customers resulting from the insights generated. Additionally, we identify moderators that influence: (a) the impact of external forces on the development of firm capabilities, and (b) the creation of insights and subsequent firm outcomes. This study also identifies questions for future research that combines the inclusion of new-age technologies, generation of strategic insights, and the achievement of established firm outcomes.

Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda

Article

Full-text available

Jun 2020

Although social media use is gaining increasing importance as a component of firms’ portfolio of strategies, scant research has systematically consolidated and extended knowledge on social media marketing strategies (SMMSs). To fill this research gap, we first define SMMS, using social media and marketing strategy dimensions. This is followed by a conceptualization of the developmental process of SMMSs, which comprises four major components, namely drivers, inputs, throughputs, and outputs. Next, we propose a taxonomy that classifies SMMSs into four types according to their strategic maturity level: social commerce strategy, social content strategy, social monitoring strategy, and social CRM strategy. We subsequently validate this taxonomy of SMMSs using information derived from prior empirical studies, as well with data collected from in-depth interviews and a quantitive survey among social media marketing managers. Finally, we suggest fruitful directions for future research based on input received from scholars specializing in the field.

AI for social good: unlocking the opportunity for positive impact

Article

Full-text available

May 2020

Advances in machine learning (ML) and artificial intelligence (AI) present an opportunity to build better tools and solutions to help address some of the world’s most pressing challenges, and deliver positive social impact in accordance with the priorities outlined in the United Nations’ 17 Sustainable Development Goals (SDGs). The AI for Social Good (AI4SG) movement aims to establish interdisciplinary partnerships centred around AI applications towards SDGs. We provide a set of guidelines for establishing successful long-term collaborations between AI researchers and application-domain experts, relate them to existing AI4SG projects and identify key opportunities for future AI applications targeted towards social good. The AI for Social Good movement aims to apply AI/ML tools to help in delivering on the United Nations’ sustainable development goals (SDGs). Here, the authors identify the challenges and propose guidelines for designing and implementing successful partnerships between AI researchers and application - domain experts.

Inefficiencies in Digital Advertising Markets

Article

Full-text available

Apr 2020
J MARKETING

Digital advertising markets are growing and attracting increased scrutiny. This article explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking, and ad fraud. Although these topics are not unique to digital advertising, each manifests in unique ways in markets for digital ads. The authors identify relevant findings in the academic literature, recent developments in practice, and promising topics for future research.

A Theories-in-Use Approach to Building Marketing Theory

Article

Full-text available

Nov 2019
J MARKETING

This article’s objective is to inspire and provide guidance on the development of marketing knowledge based on the theories-in-use (TIU) approach. The authors begin with a description of the TIU approach and compare it with other inductive and deductive research approaches. The benefits of engaging in TIU-based research are discussed, including the development of novel organic marketing theories and the opportunity to cocreate relevant marketing knowledge with practitioners. Next, they review criteria for selecting research questions that are particularly well-suited for examination with TIU-based research. This is followed by detailed suggestions for TIU research: focusing on developing new constructs, theoretical propositions (involving antecedents, moderators, and consequences), and arguments for justifying theoretical propositions. A discussion of TIU tradecraft skills, validity checks, and limitations follows. The authors close with a discussion of future theory-building opportunities using the TIU approach.

Digital transformation: A multidisciplinary reflection and research agenda

Article

Full-text available

Jan 2021
J BUS RES

Digital transformation and resultant business model innovation have fundamentally altered consumers’ expectations and behaviors, putting immense pressure on traditional firms, and disrupting numerous markets. Drawing on extant literature, we identify three stages of digital transformation: digitization, digitalization, and digital transformation. We identify and delineate growth strategies for digital firms as well as the assets and capabilities required in order to successfully transform digitally. We posit that digital transformation requires specific organizational structures and bears consequences for the metrics used to calibrate performance. Finally, we provide a research agenda to stimulate and guide future research on digital transformation.

A Brief History of Artificial Intelligence: On the Past, Present, and Future of Artificial Intelligence

Article

Full-text available

Jul 2019

This introduction to this special issue discusses artificial intelligence (AI), commonly defined as “a system’s ability to interpret external data correctly, to learn from such data, and to use those learnings to achieve specific goals and tasks through flexible adaptation.” It summarizes seven articles published in this special issue that present a wide variety of perspectives on AI, authored by several of the world’s leading experts and specialists in AI. It concludes by offering a comprehensive outlook on the future of AI, drawing on micro-, meso-, and macro-perspectives.

Multichannel Retailing: A Review and Research Agenda

Article

Full-text available

Jan 2018

Note:the following full text is the accepted manuscript. For the published version, please see http://dx.doi.org/10.1561/1700000059 This article presents an overview of and draws conclusions from extant studies related to multichannel retailing. Academic interest in this topic has increased dramatically, with a large number of new articles being published on this topic as retailers have adopted additional new channels and new channel technologies with unique characteristics, which has further increased the complexity of multichannel retailing. Thus, an updated understanding of how retailers and consumers influence and interact with each other in multichannel retail contexts is required. The authors focus on the following questions: (1) What factors influence channel choices of retailers and customers? (2) How do retailers employ multichannel marketing strategies, and how do customers use different channels to search and purchase during their purchase journey? And (3) How do multichannel strategies and channel selection behavior affect customer outcomes and retailer performance? After presenting the definitions of key terms used in multichannel retailing, the authors introduce their framework. Next, they synthesize existing research and specify the three research questions with six subtopics by considering the perspectives of both customers and retailers. At the end of each subtopic, the authors discuss future research directions derived from research gaps, unresolved issues in practice, and environment changes. The monograph concludes with thoughts about the future of retailing.

Siri, Siri, in my hand: Who’s the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence

Article

Full-text available

Nov 2018
Bus Horiz

Artificial intelligence (AI)—defined as a system's ability to correctly interpret external data, to learn from such data, and to use those learnings to achieve specific goals and tasks through flexible adaptation—is a topic in nearly every boardroom and at many dinner tables. Yet, despite this prominence, AI is still a surprisingly fuzzy concept and a lot of questions surrounding it are still open. In this article, we analyze how AI is different from related concepts, such as the Internet of Things and big data, and suggest that AI is not one monolithic term but instead needs to be seen in a more nuanced way. This can either be achieved by looking at AI through the lens of evolutionary stages (artificial narrow intelligence, artificial general intelligence, and artificial super intelligence) or by focusing on different types of AI systems (analytical AI, human-inspired AI, and humanized AI). Based on this classification, we show the potential and risk of AI using a series of case studies regarding universities, corporations, and governments. Finally, we present a framework that helps organizations think about the internal and external implications of AI, which we label the Three C Model of Confidence, Change, and Control.

Soil sampling with drones and augmented reality in precision agriculture

Article

Full-text available

Nov 2018
COMPUT ELECTRON AGR

Soil sampling is an important tool to gather information for making proper decisions regarding the fertilization of fields. Depending on the national regulations, the minimum frequency may be once per five years and spatially every ten hectares. For precision farming purposes, this is not sufficient. In precision farming, the challenge is to collect the samples from such regions that are internally consistent while limiting the number of samples required. For this purpose, management zones are used to divide the field into smaller regions. This article presents a novel approach to automatically determine the locations for soil samples based on a soil map created from drone imaging after ploughing, and a wearable augmented reality technology to guide the user to the generated sample points. Finally, the article presents the results of a demonstration carried out in southern Finland.

Scheduling Content on Social Media: Theory, Evidence, and Application

Article

Full-text available

Nov 2018
J MARKETING

Content platforms (e.g., newspapers, magazines) post several stories daily on their dedicated social media pages and promote some of them using targeted content advertising (TCA). Posting stories enables content platforms to grow their social media audiences and generate digital advertising revenue from the impressions channeled through social media posts’ link clicks. However, optimal scheduling of social media posts and TCA is formidable, requiring content platforms to determine what to post; when to post; and whether, when, and how much to spend on TCA to maximize profits. Social media managers lament this complexity, and academic literature offers little guidance. Consequently, the authors draw from literature on circadian rhythms in information processing capabilities to build a novel theoretical framework on social media content scheduling and explain how scheduling attributes (i.e., time of day, content type, and TCA) affect the link clicks metric. They test their hypotheses using a model estimated on 366 days of Facebook post data from a top 50 U.S. newspaper. Subsequently, they build an algorithm that allows social media managers to optimally plan social media content schedules and maximize gross profits. Applying the algorithm to a holdout sample, the authors demonstrate a potential increase in gross profits by at least 8%.

Drone-Aided Healthcare Services for Patients with Chronic Diseases in Rural Areas

Article

Full-text available

Oct 2017
J INTELL ROBOT SYST

This paper addresses the drone-aided delivery and pickup planning of medication and test kits for patients with chronic diseases who are required to visit clinics for routine health examinations and/or refill medicine in rural areas. For routine healthcare services, the work proposes two models: the first model is to find the optimal number of drone center locations using the set covering approach, and the second model is the multi-depot vehicle routing problem with pickup and delivery requests minimizing the operating cost of drones in which drones deliver medicine to patients and pick up exam kits on the way back such as blood and urine samples. In order to improve computational performance of the proposed models, a preprocessing algorithm, a Partition method, and a Lagrangian Relaxation (LR) method are developed as solution approaches. A cost-benefit analysis method is developed as a tool to analyze the benefits of drone-aided healthcare service. The work is tested on a numerical example to show its applicability. *Full-text: http://rdcu.be/vIB8

Hindustan Unilever’s ‘Pureit’ Water Purifier

Article

Mar 2011

The case asks students to formulate a strategy to respond to various competitive threats to its Pureit Water purifier, launched in 2008, targeted at millions of low-income Indian consumers who did not have access to safe drinking water. The case describes in detail the product development and launch process that required HUL, the $3.5 billion Indian subsidiary, to innovate on many different fronts. It details competitive actions since the launch to set the stage for what the company should do next

Better Marketing for a Better World

Article

May 2021
J MARKETING

EXPRESS: Social-Media, Influencers, and Adoption of an Eco-Friendly Product: Field Experiment Evidence from Rural China

Article

Jan 2021
J MARKETING

Can low-cost marketing tools that are used to enhance business performance also contribute to creating a better world? The authors investigate the role of online social media tools in alleviating customer (farmer) uncertainty and promoting the adoption of a new eco-friendly pesticide in rural China. The key finding is that even for a new product such as a pesticide, a low-cost social media support platform effectively promotes its adoption. The combination of information from peers and the firm on the platform facilitates learning about product features and alleviates uncertainty associated with product quality and appropriate product usage. Nevertheless, at the trial stage of the funnel the platform underperforms the firm’s customized one-on-one support because available information does not resolve uncertainty in supplier credibility and product authenticity. Having an influencer on the platform, albeit not an expert on this product, vouching for its credibility helps resolve this funnel-holdup problem. From a theoretical perspective this paper provides suggestive evidence for referent influence and credibility signaling on social media platforms and their consequences for new product trial. The authors also provide direct empirical evidence on how information facilitates learning; a phenomenon typically assumed as being present in marketing studies estimating learning models.

How Technology is Changing Retail

Article

Nov 2020
J RETAILING

Retailing is undergoing a remarkable transformation brought by recent advances in technology. In this paper, we provide a deep discussion of and look ahead on how technology is changing retail, starting with a classification of technologies that impact retailing, in particular, in the COVID-19 and beyond world. We discuss different theoretical frameworks or lenses to better understand the role of technology in retailing. We identify and elaborate on the drivers and outcomes of technology adoption by shoppers, retailers, employees, and suppliers. We speculate on future retail scenarios and outline future research avenues on technology and retailing. We close by concluding that technology is not only reshaping retailing, but also allowing retailing to pivot in the face of new and unforeseen circumstances.

South Africa and India push for COVID-19 patents ban

Article

Dec 2020

Ann Danaiya Usher

Brand Experience: What is It? How is it Measured? Does it Affect Loyalty?

Article

May 2009
J MARKETING

Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral. In six studies, the authors show that the scale is reliable, valid, and distinct from other brand measures, including brand evaluations, brand involvement, brand attachment, customer delight, and brand personality. Moreover, brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality associations.

Omnichannel marketing: Are cross-channel effects symmetric?

Article

Sep 2020
INT J RES MARK

The rapid growth in omnichannel (e.g., Web, call center, sales agent, store) shopping and the need to effectively allocate resources across channels are prompting managers and researchers to better understand cross-channel effects, that is, the effects of marketing efforts in one distribution channel on shopping outcomes in other channels. We develop a broad set of hypotheses about cross-channel effects based on channel richness and influence roles (informative, persuasive). To test the hypotheses, we model the effects (own and cross) of channel marketing efforts on shopping outcomes in different channels through a simultaneous equation system. We estimate these models using data from the auto insurance industry that comprises the exclusive agent, the independent agent, the Web, and the call center channels. Our results offer novel insights. They show that cross-channel effects and elasticities are significant and asymmetric. While the effect of marketing efforts in a channel on shopping outcomes in a dissimilar (with a different primary influence role) channel is positive (e.g., exclusive agent, the Web, and the call center channels are complementary), the magnitudes of the cross-channel effects are asymmetric. Similarly, while the effect of marketing efforts in a channel on shopping outcomes in a similar (with the same primary influence role) channel is negative (e.g., independent agent and exclusive agent channels are substitutional), they are also asymmetric. Exclusive agent efforts have a greater negative effect on the outcomes of independent agent efforts than vice versa. Based on the results, we develop a channel influence vs. influenceability analysis tool for managers to better plan their channel efforts. We also illustrate a resource allocation model that shows substantial incremental profits from the reallocation of marketing efforts based on our model with cross-channel effects relative to a model without cross-channel effects.

Key Components of a Digital Marketing Strategy

Chapter

Oct 2020

P. K. Kannan

Omnichannel Strategy

Chapter

Oct 2020

Attitudes Toward Advertisements and Brands

Article

Sep 2020

Attitude towards advertisements has been considered a standard measure of advertisement effectiveness as it influences how likely a consumer is to consider a brand, commit to a brand, and purchase a brand's product or service. Theoretical models such as the elaboration likelihood model have been proposed to illuminate attitude formation, suggesting that attitude is an outcome of a rather intricate process involving both motivational and situational factors. As the presentation of advertisements is transforming with the evolving media landscape, researchers are exploring the processes and effects underlying attitude formation in today's interactive, multisensory environments. Also, given that the nature of advertising and brand practices have changed dramatically since attitude to the advertisement and attitude to the brand were initially conceptualized, the role of attitude and validity of measurement practices warrant further discussion.

Driving Profitability by Encouraging Customer Referrals: Who, When, and How

Article

Sep 2010
J MARKETING

Many firms are now using referral marketing campaigns to harness the power of word of mouth and to increase referrals to acquire new customers. Prior research has identified a method of computing the value of referrals using only a customer's actual past referral behavior to compute customer referral value (CRV). In this article, the authors develop and test a new four-step approach to compute CRV. In addition, they determine the behavioral drivers of CRV and then identify the most effective methods of targeting the most promising customers on the basis of their customer lifetime value (CLV) and CRV scores. The authors illustrate and test this approach through four separate field experiments with firms from two industries: financial services and retailing. They find that to maximize profitability, it is critical to manage customers in terms of both their CLV and CRV scores and that understanding the behavioral drivers of CRV can help managers better target the most profitable customers with their referral marketing campaigns.

Digital Environment in Global Markets: Cross-Cultural Implications for Evolving Customer Journeys

Article

Feb 2020

Digital technologies and digital media are changing the environments in which firms interact with customers. However, the evolution of digital organizational forms, customer technology use, and the nature of customer journeys differ significantly across global markets. Drawing on observations of customer journeys across different international markets, the authors propose a framework to explain the observed differences in terms of the cross-cultural and socioeconomic factors that influence customer journeys. The authors put forth several propositions built on logical extensions of the extant research findings and identify areas for future academic research. In addition, they outline the managerial implications arising from the application of the framework for multinational firms seeking to market their products and services across global markets.

New-age technologies-driven social innovation: What, how, where, and why?

Article

Dec 2019
IND MARKET MANAG

Social innovation (SI) offers a sustainable solution to prevalent social issues/problems and is typically developed and deployed by a varied set of people from the society adopting a top-down and/or bottom-up approach. The disruption of new-age technologies (NATs) is immensely impacting the space of SIs, providing a resource-efficient solution, and bringing multiple outcome benefits. In this study, we discuss the SIs driven by new-age technologies and attempt to address a few critical questions around such SIs to better understand the construct, such as – What is SI? How are NATs playing a role in providing an innovative offering for the social good? Where does it take place in society? How can SI be deployed in society to reach out to the populace? and, Why SI is required for society? By employing the triangulation approach, we provide a comprehensive framework recognizing the different contexts under which SI takes place in society, explaining the possible outcomes and suggesting the boundary conditions. We then provide the generalized propositions on the proposed relationship in the SI framework. Further, this study identifies directions for future research and provides implications for firms, policymakers, and social entrepreneurs.

Health-care marketing in an omni-channel environment: Exploring telemedicine and other digital touchpoints

Article

Nov 2019

Purpose Consumers have increased access to digital health tools such as social media, websites and marketer-controlled platforms for information sharing. Telemedicine (TM) represents an emerging omni-channel touchpoint for consumers to exchange information and inform health decision-making at a time and place of their choosing. While TM offers great potential, consumer adoption has been slower than expected. This paper aims to investigate attitudinal factors that influence adoption and usage of TM within consumers’ omni-channel decision-making environment. Design/methodology/approach Surveys from 869 patients were analyzed using multiple linear regression to examine the relationships between health decision-making, TM access benefits and omni-channel touchpoints (social media, website and internal health digital channels usage) on TM usage likelihood. Findings Attitudinal constructs related to TM’s benefits including access and health decision-making have the strongest impact on future TM usage. The study also empirically demonstrates a link between consumers’ omni-channel information seeking and TM usage. Research limitations/implications Increasing consumers’ involvement across omni-channel touchpoints has an additive effect on perceived benefits for engaging consumers in using digital offerings like TM. Future research is needed that examines the interrelationships on consumers’ health decision-making across generational cohorts and the post-adoption effects of digital service offerings. Practical implications Omni-channel touchpoints such as TM provide new opportunities to enhance shared decision-making. However, marketers need to adopt strategies that accommodate consumers’ evolving omni-channel preferences for access and information exchange to synergize digital service offerings with interpersonal touchpoints. Originality/value This study integrates shared decision-making, technology acceptance and omni-channel marketing literature to explore TM acceptance and usage within the context of consumers’ omni-channel decision process.

Could Machine Learning Be a General-Purpose Technology? Evidence from Online Job Postings

Article

Jan 2019

New Product Introductions for Low-Income Consumers in Emerging Markets

Article

Jan 2019

Inefficiencies in Digital Advertising Markets

Article

Jan 2019

The Role of Marketer-Generated Content in Customer Engagement Marketing

Article

Sep 2019
J MARKETING

Despite the demonstrated importance of customer sentiment in social media for outcomes such as purchase behavior and of firms’ increasing use of customer engagement initiatives, surprisingly few studies have investigated firms’ ability to influence the sentiment of customers’ digital engagement. Many firms track buyers’ offline interactions, design online content to coincide with customers’ experiences, and face varied performance during events, enabling the modification of marketer-generated content to correspond to the event outcomes. This study examines the role of firms’ social media engagement initiatives surrounding customers’ experiential interaction events in influencing the sentiment of customers’ digital engagement. Results indicate that marketers can influence the sentiment of customers’ digital engagement beyond their performance during customers’ interactions, and for unfavorable event outcomes, informational marketer-generated content, more so than emotional content, can enhance customer sentiment. This study also highlights sentiment’s role as a leading indicator for customer lifetime value.

Competitive spillover elasticities of electronic word of mouth: an application to the soft drink industry

Article

Aug 2019

Electronic word of mouth (eWOM), especially on online platforms such as Twitter, is a topic of interest for many C-suite executives. Yet little is understood about competitive spillover effects in eWOM, especially among mature brands in fast-moving consumer goods (FMCG) markets. In this article we analyze the entire corpus of tweets of two main FMCG brands (Pepsi and Coke) and use dynamic factorial analysis to classify eWOM into topic categories in an unsupervised manner. We then analyze how these topics influence sales, taking into account traditional marketing mix elements and endogeneity concerns. Our results show that looking at eWOM in an aggregate manner (positive vs. negative valence) can be misleading and mask important effects. We see strong evidence for eWOM competitor spillover, depending on eWOM content diagnosticity (high vs. low). We also show the presence of asymmetric eWOM spillover effects depending on the typicality and directionality of brand associations.

Identifying Key Success Factors for Social Enterprises Serving Base‐of‐Pyramid Markets through Analysis of Value Chain Complexities

Article

May 2019

There are people in this world who have little or no access to basic needs and they struggle financially, living on less than a handful of dollars a day. A better understanding of how to supply/serve the world's poor is needed. In this paper, through the lens of Porter's value chain framework we investigate the challenges and opportunities social enterprises face in base‐of‐pyramid (BoP) markets based on secondary data on 23 organizations. Our contribution is twofold: First, we analyze value chain complexities for the social enterprise based on the value creation role (consumer, coproducer) and income level (poverty, extreme poverty) of the local population. We find that nature of customers’ requirements varies across customer segments in the BoP markets and social enterprises face unique challenges in fulfilling such differentiated demand patterns. Second, we develop an affordability–accessibility framework that helps to identify the situations that may be favorable/unfavorable for social enterprises to meet the challenges in BoP markets. We make four propositions that social enterprises may use to cope with difficulties in affordability and accessibility. Our findings will be useful for such organizations to understand and design better supply chains for the base of pyramid.

New Product Introductions for Low-Income Consumers in Emerging Markets New Product Introductions for Low-Income Consumers in Emerging Markets

Article

Mar 2019
J ACAD MARKET SCI

Facing growth pressures, firms attempt to target the large low-income consumer segment present in emerging markets. This multi-method study develops research insights regarding consumer-, retailer-, firm-, category- and country-level factors that enhance the acceptability, awareness, availability, and affordability of products that facilitate the low-income consumer adoption of and firms’ introduction of new products for low-income consumers. Study 1 uses a qualitative grounded-theory approach by interviewing company managers and low-income consumers in India and Chile. Study 2, empirically tests an integrated multi-level model of several category factors identified in Study 1, combined with country-level factors drawn from the literature, using a unique 12-year longitudinal panel dataset of new product introductions in 27 emerging market countries from Africa, Asia, Eastern Europe, and South America. The research identifies consumer aspirations, region-based versioning, visible packaging and the product demonstrations as critical motivating factors for adoption of products by low income consumers. Consumers’ knowledge of the product category, the concentration of branded products, availability of global brands, and the presence of traditional retail stores motivate firms to launch products for low income consumers in emerging markets.

Digital Economics

Article

Mar 2019
J ECON LIT

2019 American Economic Association. All rights reserved. Digital technology is the representation of information in bits. This technology has reduced the cost of storage, computation, and transmission of data. Research on digital economics examines whether and how digital technology changes economic activity. In this review, we emphasize the reduction in five distinct economic costs associated with digital economic activity: search costs, replication costs, transportation costs, tracking costs, and verification costs.

Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations

Article

Jul 1996
J MARKETING

The authors address the role of marketing in hypermedia computer-mediated environments (CMEs). Their approach considers hypermedia CMEs to be large-scale (i.e., national or global) networked environments, of which the World Wide Web on the Internet is the first and current global implementation. They introduce marketers to this revolutionary new medium, propose a structural model of consumer navigation behavior in a CME that incorporates the notion of flow, and examine a series of research issues and marketing implications that follow from the model.

Seeding as Part of the Marketing Mix: Word-of-Mouth Program Interactions for Fast Moving Consumer Goods

Article

Mar 2019

Seeded Marketing Campaigns (SMCs) have become part of the marketing mix for many Fast-Moving Consumer Goods (FMCG) companies in recent years. In addition to making large investments in advertising and sales promotions, these firms now encourage seed agents or micro-influencers to discuss brands with friends and acquaintances to create further value. The interaction of an FMCG seeding program with the traditional marketing tools is thus critical to understanding when planning the effectiveness of such efforts. Surprisingly, however, the issue is still largely underexplored. The authors present the first empirical analysis of this question based on a rich data set collected on four brands from various European FMCG markets. They combine advertising and sales promotion data from FMCG brand managers with sales and retail variables from market research companies as well as firm-created word-of-mouth variables from SMC agencies. Analyzing the data using several approaches and confronting challenges of endogeneity and multicollinearity, the authors observe two consistent findings: firm-created word of mouth via SMC programs interacts consistently negatively with all tested forms of advertising but consistently positively with promotional activities. This phenomenon has significant implications for understanding the utility of SMCs and how they should be managed. The analysis implies that SMCs may increase total sales by approximately 3%–18% over the course of the campaigns. © 2018, American Marketing Association

Profitable Customer Engagement: Concepts, Metrics & Strategies

Book

Jan 2013

V. Kumar

A Stakeholder Approach to Strategic Management

Chapter

Feb 2008

The purpose of this chapter is to outline the development of the idea of "stakeholder management" as it has come to be applied in strategic management. We begin by developing a brief history of the concept. We then suggest that traditionally the stakeholder approach to strategic management has several related characteristics that serve as distinguishing features. We review recent work on stakeholder theory and suggest how stakeholder management has affected the practice of management. We end by suggesting further research questions.

Pathways to Profits: The Impact of Marketing vs. Finance Skills on Business Performance

Article

Mar 2018

This paper examines the impact of improvements in marketing skills relative to finance skills among small-scale entrepreneurs. It addresses three important questions: (1) What is the impact of marketing or finance skills on business profits? (2) How do improvements in marketing and finance skills respectively affect different business outcomes? (3) When are increases in marketing relative to finance skills more beneficial? Through a randomized control study of 852 firms in South Africa, the analysis finds significant improvements in profitability from both types of business skills training. However, the pathways to achieve these gains differ substantially between the two groups. The marketing group achieves greater profits by adopting a growth focus on higher sales, greater investments in stock and materials, and hiring more employees. The finance group achieves similar profit gains but through an efficiency focus on lower costs. Both groups show significantly higher adoption of business practices related to their respective training program. Consistent with a growth focus, marketing/sales skills are significantly more beneficial to businesses run by entrepreneurs with ex ante less exposure to different market contexts. In contrast and in line with an efficiency focus, it is the more established businesses that benefit significantly more from finance/accounting skills. Data and the online appendix are available at https://doi.org/10.1287/mnsc.2017.2920 . This paper was accepted by Eric Anderson, marketing.

Competitive Price Targeting with Smartphone Coupons

Article

Oct 2017

With the cooperation of a large mobile service provider, we conduct a novel field experiment that simultaneously randomizes the prices of two competing movie theaters using mobile coupons. Unlike studies that vary only one firm’s prices, our experiment allows us to account for competitor response. We test mobile targeting based on consumers’ real-time and historic locations, allowing us to evaluate popular mobile coupon strategies in a competitive market. The experiment reveals substantial profit gains from mobile discounts during an off-peak period. Both firms could create incremental profits by targeting their competitor’s location. However, the returns to such “geoconquesting” are reduced when the competitor also launches its own targeting campaign. We combine our experimentally generated data with a demand model to analyze optimal pricing in a static Bertrand–Nash equilibrium. Interestingly, competitive responses raise the profitability of behavioral targeting where symmetric pricing incentives soften price competition. By contrast, competitive responses lower the profitability of geographic targeting, where asymmetric pricing incentives toughen price competition. If we endogenize targeting choice, both firms would choose behavioral targeting in equilibrium, even though more granular geobehavioral targeting combining both real-time and historic locations is possible. These findings demonstrate the importance of considering competitor response when piloting novel price-targeting mechanisms. Data are available at https://doi.org/10.1287/mksc.2017.1042 .

Online Shopping and Social Media: Friends or Foes?

Article

Jul 2017
J MARKETING

As social network use continues to increase, an important question for marketers is whether consumers' online shopping activities are related to their use of social networks and, if so, what the nature of this relationship is. On the one hand, spending time on social networks could facilitate social discovery, meaning that consumers "discover" or "stumble upon" products through their connections with others. Moreover, cumulative social network use could expose consumers to new shopping-related information, possibly with greater marginal value than the incremental time spent on a shopping website. This process may therefore be associated with increased shopping activity. On the other hand, social network use could be a substitute for other online activities, including shopping. To test the relationship between social network use and online shopping, the authors leverage a unique consumer panel data set that tracks people's browsing of shopping and social network websites and their online purchasing activities over one year. The authors find that greater cumulative usage of social networking sites is positively associated with shopping activity. However, they also find a short-term negative relationship, such that immediately after a period of increased usage of social networking sites, online shopping activity appears to be lower.

How to date your clients in the 21 st century: Challenges in managing customer relationships in today's world

Article

Jul 2017
Bus Horiz

Michael Haenlein

Since its first entry into the literature discussion in the 1980s, customer relationship management (CRM) has found its way into nearly every company. Concepts like personalization, loyalty programs, and customer valuation are used regularly to interact with and prioritize customers. Unsurprisingly, this more widespread use has changed our understanding of CRM substantially and as a consequence, the field has seen a remarkable transformation in the past 3 decades. Yet, the CRM strategies implemented by many firms today are frequently still fundamentally based on an understanding of CRM from the early days. The purpose of this article is to outline the origins of CRM and to present the main wisdoms that firms believed to be true about customers 3 decades ago. I then discuss the key insights that academics and managers have obtained in recent years that increasingly challenge those wisdoms. The article ends with an outlook of CRM in years to come and presents some of the major challenges practitioners and researchers will have to deal with in the near future.

Competitive Mobile Geo Targeting

Article

May 2017

We investigate in a competitive setting the consequences of mobile geo targeting, the practice of firms targeting consumers based on their real-time locations. A distinct market feature of mobile geo targeting is that a consumer could travel across different locations for an offer that maximizes his total utility. This mobile-deal seeking opportunity motivates firms to carefully balance prices across locations to avoid intrafirm cannibalization, which in turn mitigates interfirm price competition and prevents firms from going into a prisoner’s dilemma. As a result, a firm’s profit can be higher under mobile geo targeting than under uniform or traditional targeted pricing. We extend our model in three different directions: (a) a fraction of consumers are not aware of mobile offers outside of their permanent locations, (b) mobile offers can be collected when consumers travel for other reasons, and (c) firms use both permanent and real-time locations when setting prices. Our findings have important managerial implications for marketers who are interested in optimizing their mobile geo-targeting strategies. The online appendix is available at https://doi.org/10.1287/mksc.2017.1030.

Seeding, Referral, and Recommendation: Creating Profitable Word-of-Mouth Programs

Article

Feb 2017

In recent years, word-of-mouth (WOM) marketing has been the subject of considerable interest among managers and academics alike. However, there is very little common knowledge on what drives the value of WOM programs and how they should be designed to optimize value. Firms therefore frequently rely on relatively simple metrics to measure the success of their WOM marketing efforts and mainly use rules of thumb when making crucial program design decisions. This article proposes a new method to measure WOM program value that is based on the impact of WOM on the firm’s customer equity. It then provides recommendations for the five main questions managers face when planning a WOM program: Who to target? When to launch the program? Where to launch it? Which incentives to offer? and How many participants to include?

Doing well by doing good innovations: Alleviation of social problems in emerging markets through corporate social innovations

Article

Apr 2017
J BUS RES

Doing well by doing good (DWDG) innovations refer to the implementation of new products, processes and practices, and modifications of existing products, processes and practices by firms that benefit society by contributing toward alleviation of specific social problems, and enhancing performance of firms. Social problems refer to certain objective conditions that are perceived by society as undesirable, and as requiring remedial actions. Certain social problems stem from quality and quantity gaps in public goods such as education, electricity and water. Certain other social problems stem from affordability, awareness, availability, and adoptability gaps associated with private goods, resulting in population groups at the base of the market pyramid being non-consumers of various quality of life enhancing private goods, and need services such as healthcare. This paper presents an overview of potential opportunities for DWDG innovations, with an emphasis on innovations for alleviating specific social problems in emerging and less developed markets.

Understanding the dialectic relationship between intra and inter-organizational cooperation

Chapter

Jan 2009

Keith Baker

Managing Multi- and Omni-Channel Distribution: Metrics and Research Directions

Article

Jan 2017
J RETAILING

The increase in the variety of channel formats, and the progression from single, to multi-, then to omni-channel marketing has made shopping and buying more convenient for consumers, but trickier to manage for marketers—both upstream suppliers and downstream retailers. The first step in managing multi- and omni-channel distribution is to find the specific metrics that will facilitate reliable analysis of the relationship between distribution and marketing objectives. That is our primary goal in this article—to present the metrics, both old and new, that marketers, both suppliers and retailers, need to monitor, and that academic researchers, both theoretical and empirical, should incorporate in their models. We present a basic framework for managing distribution, and summarize the metrics that are relevant to each element of the framework. Then, we lay out what we believe are important questions that multi- and omni-channel marketers are grappling with, refer the reader to what existing academic research has to say about them, and suggest how future research can build off our framework and metrics to supplement what is known and address what is not.

Digital Product Innovations for the Greater Good and Digital Marketing Innovations in Communications and Channels: Evolution, Emerging Issues, and Future Research Directions

Abstract

No full-text available

Recommended publications

Towards a framework for innovation in retailing through social media