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Digital Marketing

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You can reach my book, 'Digital Marketing' via the following link: https://www.morebooks.shop/store/gb/book/digital-marketing/isbn/978-613-8-96557-2
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Purpose: This article explores innovations in customer experience at the intersection of the digital, physical, and social realms. It explicitly considers experiences involving new technology-enabled services, such as digital twins and automated social presence (i.e., virtual assistants, service robots). The challenges and opportunities facing service organizations are significant and substantial because customer experiences arise at the intersection of the digital, physical, and social realms for each customer. Design: This paper reviews what we know, and don’t yet know, about customer experience, with a focus on connections among the digital, physical, and social realms. We view the customer experience as encompassing customers’ cognitive, emotional, social, sensory and value responses to the organization’s offerings over time, including pre- and post-consumption (Kranzbühler et al., 2017; Lemon and Verhoef, 2016; Voorhees et al., 2017). We bring together recent research concerning value co-creation and interactive services, digital and social media (augmented and virtual reality), multi-channel marketing (e.g., store beacons), service operations (e.g., leveraging AI in business processes), and technology (e.g., the Internet of Things). In doing so, our paper addresses managerial questions such as: • How do digital, physical and social elements interact to form the customer experience? • How might organizations integrate digital, physical and social realms to create consistently superior customer experiences in the future? • How do customer experiences at the intersection of digital, physical and social realms influence outcomes for individuals, service providers and society? • What are the opportunities, challenges and emerging issues in the digital, physical and social realms for organizations managing the customer experience?Future customer experiences are conceptualized within a three dimensional space −low to high, low to high physical complexity, and low to high social presence − yielding eight octants. Findings: Our paper offers a conceptual framework for analyzing the formation of customer experiences that incorporates the digital, physical, and social realms and explicitly considers new technology-enabled services. Customer experiences are conceptualized within a three dimensional space − low to high digital density, low to high physical complexity and low to high social presence − yielding eight octants. This framework leads to a discussion of specific opportunities and challenges connected with transitioning from low to high digital density and from low to high social presence environments for both B2B and B2C services. It also reveals eight “dualities” – opposing strategic options – that organizations face in co-creating customer experiences in each of the eight octants of the framework. We review relevant conceptual work about the antecedents and consequences of customer experiences that can guide managers in designing and managing customer experiences. Moreover, we identify possible future conditions that can significantly impact customer experiences identifying heretofore unanswered questions about customer experiences at the intersection of the digital, physical, and social realms, thereby outlining a research agenda. Research Implications: A review of theory demonstrates that little research has been conducted at the intersection of the digital, physical and social realms. Most studies focus on one realm, with occasional reference to another. This article suggests an agenda for future research and gives examples of fruitful ways to study connections among the three realms rather than in a single realm. Practical Implications: This paper provides guidance for managers in designing and managing customer experiences that we believe will need to be addressed by the year 2050. Social Implications: This paper discusses important societal issues, such as individual and societal needs for privacy, security, and transparency. It sets out potential avenues for service innovation in these areas.
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This research work has two objectives. On the one hand, to analyze the influence that Perceived Usefulness of Programmatic Advertising (PA) has on the user's Concern about Privacy, and on the other, to check whether this relationship changes over time. That is, to find out how improvements in the effectiveness of programmatic advertising might increase the users' concern for privacy. Today, programmatic advertising can be very invasive, not only because of the use of cookies and geolocation, but also because of using algorithms that analyze users' interests in order to offer related products at a later date when the user visits other different websites which are not at all related to the first. Secondly, this document investigates whether this relationship increases over time and if there are any time-related effects. In this study, data from of a very large sample of Internet users in Spain (n = 14,822) was analyzed at three different moments of time between 2013 and 2017. PLS-SEM was used for the analysis given its usefulness in social studies. Several groups were analyzed to test the difference between the path coefficients of the latent variables at different moments in time. Academics and professionals will benefit from this document by being able to see the importance of this relationship over time and how it changes. The use of a longitudinal study allowed for an investigation into, not only the existence of the relationship, but how it changed over the years.
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Purpose This paper aims to combine the social–technical systems and social exchange theories with the resource-based view of the firm, to investigate how business-to-business (B2B) service firms manage their social and technical resources to manage customer relationships. Design/methodology/approach An online survey-based study with 321 managers working in Australian small and medium (SME) firms is used to test hypotheses about the sequential and substitutional impact of four social and technical resources (service quality, satisfaction, trust and commitment) on customer loyalty, using both offline and online platforms. Findings The findings show that both social and technical chains of effects are viable channels for B2B service firms to build customer loyalty; however, mixing of both social and technical resources results in the weakening of both these chains. Research limitations/implications The results based on B2B service relationships between Australian SME firms and their banks may not be generalizable to other contexts. Practical implications This research would help managers in B2B service firms understand the pitfalls of combining their social and technical resources because it may hamper their ability to build customer loyalty. Hence, they need to learn how to synergize their marketing resources across both offline and online platforms to achieve optimal results. Originality/value This research introduces social and technical chains of effects as a novel way to examine the ability of B2B service firms to optimize their social and technical resources in a synergistic manner to build and nurture stronger customer relationships.
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Digital libraries, journals and conference proceedings repositories are a great source of information. These sources are very useful for the purpose of research and development. This paper presents an overview of text mining and its application towards information extraction from literature. In this study, we used word cloud, term frequency analysis, similarity analysis, cluster analysis, and topic modeling to extract information from multi-domain research articles. Cloud computing and big data are new emerging trends. So it is important to extract useful patterns and knowledge from published articles in these domains and discover the relationship between them. Therefore, a total of two hundred research articles published from 2010 to 2018 in these domains, were selected. The source of these articles is high impact factor journals from reputed publishers namely IEEE, Springer, Wiley, Elsevier, and ACM. It is a cross-domain analysis in cloud computing and big data domains to find the latest trends, related topics, tools, terms, and author affiliation from extracted data. This study identifies the ten major areas of big data using cloud computing, fourteen factors towards cloud adoption, and hurdles in adoption. Moreover finding shows that IEEE has more sources for subject cloud computing application towards big data, then comes Springer, Wiley, and Elsevier. Furthermore, it has been observed in the analysis that the number of articles in these domains increased from 2013 onward.
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Digital marketing is cost effective and having a great commercial influence on the business. Digital marketing is the application of electronic media by the marketers to promote the products or services into the market. The core objective of digital marketing is inviting customers and allowing them to interact with the brand through digital media. Digital marketing has no limits. Now company can use smartphones, tablets, laptops, digital billboards, and other media such as social media, SEO (search engine optimization) and lot more to promote their company and its products and services. This paper offers views on some current and future trends in digital marketing.
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Social media allows people to freely interact with others and offers multiple ways for marketers to reach and engage with consumers. Considering the numerous ways social media affects individuals and businesses alike, in this article, the authors focus on where they believe the future of social media lies when considering marketing-related topics and issues. Drawing on academic research, discussions with industry leaders, and popular discourse, the authors identify nine themes, organized by predicted imminence (i.e., the immediate, near, and far futures), that they believe will meaningfully shape the future of social media through three lenses: consumer, industry, and public policy. Within each theme, the authors describe the digital landscape, present and discuss their predictions, and identify relevant future research directions for academics and practitioners.
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Digital information sources are utilized in various ways, ranging from trend detection in programming languages usage to an in-depth analysis of skills and competences required in some business sectors. Building models and methods for labor market analysis, based on digital information sources offers more timely results that are close to the current market needs. However, the current state-of-research lacks a comprehensive overview of how such sources are employed in the software engineering literature for labor market analysis. In this paper, we review the software engineering literature with the aim of identifying the: (a) digital sources that are used for labor market analytics; (b) type of skills they examine; (c) methods which are used to utilize the raw digital content; (d) goals for which every primary study is conducted; (e) beneficiaries (stakeholders) of the results; and (f) time trends for all the above. To fulfill these objectives we conducted a systematic mapping study (SMS), focusing on the identification of digital sources for labor market analytics, based on a well-established methodology. Our results suggest that there is an increasing trend in the utilization of software engineering websites for labor market purposes. Using different methods, researchers try to analyze a complex issue(i.e. the lack of soft-skills in the software engineering sector). The goals of primary studies are mainly skills analytics, job and candidate ideal matching, detection of expertise and team formation. Finally, the main beneficiaries of the results are employers, employees and universities. Based on our findings we detected that digital sources can reduce the "time-to-market" need for labor market analytics. Annually, the research interest to extract labor market intelligence from digital content is growing. Various methods are used by the researchers to produce results from data analysis, based on their goals and the needs of their beneficiaries.
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Conference Paper
Artificial Intelligence (AI) is influencing all aspects of human and business activities nowadays. Although potential benefits emerged from AI technologies have been widely discussed in many current literature, there is an urgently need to understand how AI can be designed to operate responsibly and act in a manner meeting stakeholders' expectations and applicable regulations. We seek to fill the gap by exploring the practices of responsible AI and identifying the potential benefits when implementing responsible AI practices. In this study, 10 responsible AI cases were selected from different industries to better understand the use of responsible AI in practices. Four responsible AI practices are identified, including governance, ethically design solutions, risk control and training and education and five strategies for firms who are considering to adopt responsible AI practices are recommended.
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We are currently living in an era of unprecedented digital disruption. At the core of digital disruption reside the following three key transformative technologies: (a) artificial intelligence, (b) mixed reality and (c) blockchain. In this paper, the authors discuss how and why these transformative technologies will change marketing as we know today. The authors present a framework to summarize different use cases of marketing that will employ the transformative technologies and the corresponding implications for firms, consumers and ultimately future academic research.
Article
Economy-wide investment in Big Data Analytics (BDA) offers retailers a number of opportunities and while there is some evidence that new technologies have been widely adopted by retailers, it also transpires that many retailers have yet to fully exploit the benefits of BDA. Most research on Big Data and productivity (or performance) tends to focus on internal factors that prevent retailers from fully exploiting their investment in BDA. Research has paid scarce attention to the benefits that can accrue to the focal firm from the upstream investment in BDA and the features of the B2B marketing environment that may hamper (or enhance) these benefits. Unlike the previous literature, the paper tests the extent to which retailers, by having access to larger share of graduate workforce at regionally, can benefit more from inter-industry upstream investment in BDA than retailers located in areas where such workforce is scarce. Using data from ORBIS, KLEMS and QLFS, we show that retailers located in regions with a larger proportion of graduate workforce benefit more from inter-industry upstream investment in BDA as they tend to be more efficient on average. Equally, upstream investment in BDA is positively associated to frontier shifts over time (i.e. technical progress).
Book
If you have a website, a blog, or even a Facebook or Twitter presence, you are a publisher. Think like one: build a digital content strategy that embraces words, images and multimedia to systematically enhance consumer engagement and conversion rates. In Content Marketing, world-renowned digital content expert Rebecca Lieb offers all the detailed, actionable guidance you'll need. Lieb guides you through planning what you'll say online, how and where you'll say it, how often you'll communicate, and how you'll measure your effectiveness. She offers practical guidance for "listening" to conversations about your brand, products, and services, responding more effectively, and effectively informing those conversations. You'll learn how to use your digital content strategy to shape marketing, branding, PR, SEO, customer and media relations, blog content, social media initiatives, and of course, your website. Lieb drills down to offer detailed, actionable advice for issues such as choosing distribution channels making sure you don't run out of things to say making your content "findable" promoting two-way dialogue. Using her techniques, you can market far more effectively and personally build loyalty as you inform and entertain customers and reduce or even eliminate advertising costs. Think about it: why buy media when, today, you are the media?
Article
Confronted with increasing digitalization, service firms are challenged to sustain customer loyalty. A promising means to do so is to leverage the digital presence of service employees on their website. A large-scale field study and several experimental studies show that the digital presence of service employees on the firm website increases current website service quality perceptions and positively shapes memories related to employee service quality perceptions from past service encounters. Both effects indirectly increase customer loyalty and, in turn, financial performance, and are amplified by employee accessibility and a service firm’s customer orientation. The authors examine further boundary conditions for the memory process: only service employees evoke the beneficial spillover effect to employee service quality perceptions, and the spillover effect does not generalize to evaluations of product quality. Remarkably, an employee’s digital presence, although factually unrelated, augments customer perceptions of service employees’ competence and commitment and thus strengthens rather than erodes service employees’ role in customer–firm relationships. Theoretical and managerial implications deepen the understanding of how to add a human touch to digital channels.
Article
The rise of Big, Open and Linked Data (BOLD) enables Big Data Algorithmic Systems (BDAS) which are often based on machine learning, neural networks and other forms of Artificial Intelligence (AI). As such systems are increasingly requested to make decisions that are consequential to individuals, communities and society at large, their failures cannot be tolerated, and they are subject to stringent regulatory and ethical requirements. However, they all rely on data which is not only big, open and linked but varied, dynamic and streamed at high speeds in real-time. Managing such data is challenging. To overcome such challenges and utilize opportunities for BDAS, organizations are increasingly developing advanced data governance capabilities. This paper reviews challenges and approaches to data governance for such systems, and proposes a framework for data governance for trustworthy BDAS. The framework promotes the stewardship of data, processes and algorithms, the controlled opening of data and algorithms to enable external scrutiny, trusted information sharing within and between organizations, risk-based governance, system-level controls, and data control through shared ownership and self-sovereign identities. The framework is based on 13 design principles and is proposed incrementally, for a single organization and multiple networked organizations.
Article
Purpose The aim of this study is to explore, identify and understand the impact of technology affordance in the context of social networking sites (SNSs). Moreover, this study incorporates user experience as a moderator, in order to explore behavioral differences between veterans (high-experience users) and newbies (low-experience users). Design/methodology/approach A research model was developed to examine the influences of three technology affordances: interactivity, information and navigation on user satisfaction and SNS stickiness. Totally 266 data were collected from a famous college in China using an online survey, and structural equation modeling technique was used to examine the proposed research model. Findings The empirical research findings indicated that the three technology affordance attributes exhibited different degrees of influence on user satisfaction, which in turn facilitated SNS stickiness. Particularly, high-experience users were more likely influenced by interactivity and information affordances, while low-experience users are more susceptible to navigation affordance. Practical implications This study can provide guidelines to the platform administrators to design SNSs from the aspects of interactivity, information and navigation attributes and pay attention to the preference differences between high-experience users and low-experience users. Originality/value This study uncovers the significant antecedents of SNS stickiness from a technology affordance lens and reveals the moderating effect of user experience on the relationship between three technology affordance attributes and satisfaction.
Article
The purpose of the paper is to provide a historical evolution of data driven marketing and suggest next frontiers of research opportunities as a consequence of digital tsunami as well as affordability and accessibility to conduct databased research. Earlier, techniques were in search of data but in the future data will be in search of techniques, especially in the era of social media such as Twitter, Facebook, YouTube, What’s App, and Instagram.
Chapter
Internet and social media have created new opportunities and challenges for marketing practices. This research provides a comprehensive analysis of the unanticipated consequences of interactive marketing. The current study focuses on a number of aspects of interactive marketing research such as consumer-to-consumer and consumer-to-company communications, consumer brand engagement, impact of social influencers and online buzz, impact of online advertisement, companies adoption and use of new technologies by companies, consumer empowerment by digital technologies, complain handling, impact of mobile advertising, co-creation, and impact of social media marketing. This research provides a valuable synthesis of the relevant literature. The findings of this study could be used as an informative framework for both academics and practitioners.
Article
Teachers at over 80% of all K–12 public and charter schools in the United States use online crowdfunding platforms to acquire classroom supplies, but they reach their goals only 75% of the time. Platforms such as DonorsChoose provide a framework through which teachers can reach potential donors using an essay that outlines their needs. Known as an appeal in fundraising language, this textual information provides a brief description of the students in a class, their needs, and how fundraising will influence their learning objectives. We study the role of stylistic aspects of an appeal that affect the success of fundraising and examine how framing information provided on crowdfunding platforms influences donor behaviors. We find that longer appeals attract lower donations and hurt funding success, but the effect is moderated by sentiment and sophistication. Sophistication of the appeal has a positive effect on fundraising and the amount donated. Providing information on the state of a project has a positive effect on donations made by subsequent donors, a result that corroborates reinforcement models of donor behavior; individuals share a burden when supporting charitable causes and donate at least as much as the minimum donated.
Article
When dissatisfied customers voice their complaints on companies' social media pages, many other consumers can observe such interactions. Yet, only limited research has investigated how complaint handling is perceived by this online audience. Since the final outcome of the complaint is rarely visible publicly, the message characteristics (e.g., length and style) of company replies can represent signaling cues for observers of how the complaint is handled. The results of two experimental studies show that the use of conversational human voice (CHV) leads to more positive observer perceptions of complaint handling as opposed to when a corporate voice is employed. We found that interactional justice fully mediates this process and that satisfaction with complaint handling positively impacts corporate image and indirectly observers' WOM intentions. Surprisingly, high CHV can negatively affect procedural justice, but these effects are mainly offset through interactional justice, as the observers focus on the fairness in the communication exchange. Interestingly, our findings show that, in the case of low CHV, other cues such as the length of the company's reply significantly change perceived justice dimensions; however, the length of reply does not lead to such changes when high CHV is employed. Our studies bring novel findings that contribute to justice and signaling theories in the context of complaints management in social media. Managerial implications are discussed.
Article
This real-world study with a large European financial services provider combines aggregated customer data including customer demographics, behavior and contact with the firm, with fine-grained transaction data to predict four different customer life events: moving, birth of a child, new relationship, and end of a relationship. The fine-grained transaction data—approximately 60 million debit transactions involving around 132,000 customers to >1.5 million different counterparties over a one-year period—reveal a pseudo-social network that supports the derivation of behavioral similarity measures. To advance decision support systems literature, this study validates the proposed customer life event prediction model in a real-world setting in the financial services industry; compares models that rely on aggregated data, fine-grained transaction data, and their combination; and extends existing methods to incorporate fine-grained data that preserve recency, frequency, and monetary value information of the transactions. The results show that the proposed model predicts life events significantly better than random guessing, especially with the combination of fine-grained transaction and aggregated data. Incorporating recency, frequency, and monetary value information of fine-grained transaction data also significantly improves performance compared with models based on binary logs. Fine-grained transaction data accounts for the largest part of the total variable importance, for all but one of the life events.
Article
In the current dynamic and virtuous flow of knowledge economy, firms are concern about whether to manage innovation centrally or through decentralized business units. Two needs emerge 1. Guaranteeing organizational efficiency and 2. Exploiting effectively market opportunity. This usually implies the integration of knowledge in technology transfer which can be accrued via the knowledge sharing between parties. However, by looking into the technological and social change literature, previous studies were mainly focused on macro-foundation of technology transfer and organizational innovative capabilities with less consideration to the role of psychological precursors of collaborations. Due to this gap, we intended to build a consistent conceptual basis for collaborations and technology transfer practices at the micro level. Therefore, drawing on the theory of planned behaviour (TPB) we propose a micro-foundation model for collaborative innovation and technology transfer. To test our theoretical arguments, we use data collected from the Community Innovation Survey (CIS) dataset. Hypotheses are tested through both Anova and linear regression analyses. Findings show positive and linear relationships either between our perceived control factors and the intention between technology transfer and intentions.
Social media is shaping the way companies and brands engage and interact with consumers, particularly Millennials. In light of this growing trend, this study aims to understand the influence of content quality and brand interactivity within social media on consumers' brand awareness and purchase intentions by proposing an empirical model which is tested using structural equation modeling. The study also explores whether the relation between social media stimuli and offline purchase intention is mediated by hedonic motivation, consumer engagement and brand awareness. Results reveal that the quality of content provided by brands on social media and company-users' interactivity are of major importance to Millennials. They increase the hedonic motive derived by these users from social media, strengthen their online engagement and intensify their brand awareness. This heightened online consumer engagement coupled with an increased online consumer brand awareness leads to an increase in the purchase intention of these brands offline. Consequently, companies are encouraged to invest in producing high-quality content on their social media pages, deploy all possible strategies to enhance brand users’ interactivity given the important role these variables play in entertaining, engaging users online, building brand awareness and influencing their offline purchase intentions.
Article
Purpose In business-to-business (B2B) settings, research on social media sites (SMS) has primarily examined the benefits and challenges relating to their use, as well as factors driving their adoption. Recently, attention has turned to the consequences of using SMS in B2B markets. The purpose of this paper is to extend this line of research by investigating the impact of B2B brands’ social media presence, interactivity and responsiveness on customers’ perceptions of four indicators of brand relationship strength (commitment, intimacy, satisfaction and partner quality). Design/methodology/approach Data from an online survey ( N = 200) with customers of UK-based B2B firms were analysed using structural equation modelling. Findings The study reveals that a supplier’s presence on Twitter, LinkedIn and Facebook has a positive impact on all four brand relationship strength indicators; interactivity enhances perceived partner quality, while responsiveness positively influences commitment. Differences across the three SMS are also observed. Research limitations/implications The research was conducted on a sample of UK-based firms with varying degrees of SMS use that may influence the impact on B2B brand relationship strength. Practical implications This study indicates that B2B brands ought to focus primarily on presence on SMS, given its positive impact on brand relationship strength. At the same time, however, B2B brands should be active in responding to customers’ queries on SMS, as well as interacting with them to enhance commitment and perceived partner quality, respectively. Originality/value This study contributes to the digital marketing and B2B relationships interface and is the first to examine the role of B2B brands’ presence, interactivity and responsiveness on SMS in enhancing relationships with customers.
Article
The rise of social media has led to changes in how entrepreneurs carry out their day-to-day activities. Studies on social media and entrepreneurship are relatively new and fragmented in their focus, however there is increasing interest from academia and practitioners for further research and investigation within this area. This study systematically reviews research carried out in the domain of social media and entrepreneurship. A total of 160 papers, published between 2002 and 2018 were synthesised to identify critical theories and research methods used in the domain. Based on the extent review, an integrative framework was developed to identify relationships amongst elucidated constructs. While most papers investigated the factors that drive social media adoption and use by entrepreneurs, it was found that the use of social media by entrepreneurs had transcended marketing and it is now used in business networking, information search and crowdfunding for their business. This has led to significant impact with improved firm performance and innovation enhancement being the essential outcomes. The literature review and framework further understanding of social media and entrepreneurship research, providing a useful basis for future studies and informs practice in this area.
Article
E-negotiations, or sales negotiations over email, are increasingly common in business-to-business (B2B) sales, but little is known about selling effectiveness in this medium. This research investigates salespeople’s use of influence tactics as textual cues to manage buyers’ attention during B2B e-negotiations to win sales contract award. Drawing on studies of attention as a selection heuristic, the authors advance the literature on mechanisms of sales influence by theorizing buyer attention as a key mediating variable between the use of influence tactics and contract award. They use a unique, longitudinal panel spanning more than two years of email communications between buyers and salespeople during B2B sales negotiations to develop a validated corpus of textual cues that are diagnostic of salespeople’s influence tactics in e-negotiations. These e-communications data are augmented by salesperson in-depth interviews and survey, archival performance data, and a controlled experimental study with professional salespeople. The obtained results indicate that the concurrent use of compliance or internalization-based tactics as textual cues bolsters buyers’ attention and is associated with greater likelihood of contract award. In contrast, concurrent use of compliance and internalization-based tactics is prone to degrade buyer attention and likely to put the salesperson at a disadvantage in closing the contract award.
Article
This study focuses on four key new-age technologies – the Internet of Things, Artificial Intelligence, Machine Learning, and Blockchain – and their respective roles in marketing. Specifically, the study examines each of these four technologies in depth, to understand their key elements, the domains in which they operate, and current use cases pertaining to these technologies. The adoption of these new-age technologies is expected to have an impact on the outcomes for firms and customers. However, these are dynamically evolving technologies that have not yet been completely explored and whose full potential has yet to be uncovered. This study presents some research questions that are pertinent to key entities (firms, customers, intermediaries, developers, and regulators), and which merit deeper investigation in the future. This study also highlights major areas that need managerial focus in the adoption of these new-age technologies.
Article
This study presents an empirical test of an integrative framework based on the Unified Theory of Acceptance and Use of Technology, capturing what drives salesperson social media use in business-to-business relationships and under which circumstances social media use affects customer loyalty. The authors test the framework by drawing on a unique hierarchical dataset with data from three sources (over 30 sales managers, over 150 salespeople, and almost 400 customers). The most important finding is that the social media’s effect on customer loyalty depends strongly on the context. Salesperson social media use increases customer loyalty only for high-status customers and customers with small buying centers.
Article
Omnichannel marketing, the notion of seamless integration between channels to provide consistent service experience for customers, has become one of the most crucial aspects of multichannel management for companies in recent years. Although many companies have embraced omnichannel strategies, there remains a gap of understanding factors influencing integration quality (INQ) within all these channels. Drawing on omni and multi channel services research, this paper develops and validates the dimensions and sub-dimensions of omnichannel integration quality. This research further examines how the perceived INQ impacts cross-buying behavior and customer value in an omnichannel environment. This research is based on 20 in-depth interviews, two focus group discussions (n = 18) and 301 survey data from multichannel banking customers in Australia. PLS path modeling was used to test hypothesized relations and validate the hierarchical INQ model and its effects on outcome constructs. The findings of this research confirm that INQ is a hierarchical construct consisting of four primary dimensions and ten sub-dimensions. Furthermore, this research provides evidence of cross-buying intentions as a behavioral outcome of INQ, which acts as a partial mediator between INQ and perceived value.
Article
This study investigates the influence of antecedents of user trust amongst peers on social media platforms that they apply without sufficient cognitive judgment. Based on extensive literature review and analysis of social theories, we propose a theoretical framework for social media trust (SMT). Based on the SMT model, we conduct empirical analysis using structural equation modeling to verify the cause-effect relationships hypothesized in this study. The findings reveal that initial formation of SMT relies on five predictors - fulfilled expectations, predictability, familiarity, monitor, and norms. These findings have significant theoretical and practical implications. The study finds that peers are likely to invest blind faith in the content shared on social media groups without subjecting it to verification. It also identifies the threat of biased peers, who spread irresponsible content with predetermined motives to influence members of certain social media groups. Policymakers can use insights from this study to highlight the ills of non-verification, and its potential to cause harm at the very extreme.
Article
The emergence of digitally connected products and big data analytics (BDA) in industrial marketing has attracted academic and managerial interest in smart services. However, suppliers' provision of smart services and customers' adoption of these services have received scarce attention in the literature, demonstrating the need to address the changing nature of customer-supplier interactions in the digital era. Responding to prior research calls, this study utilizes ethnographic research and a storytelling lens to advance our knowledge of how stories and BDA can enhance customers' attitudes toward suppliers' smart services, their behavioral intentions and their actual adoption of smart services. The study's findings demonstrate that storytelling is a collective sensemaking and sensegiving process that occurs in interactions between customers and suppliers in which both parties contribute to the story development. The use of BDA in storytelling enhances customer sensemaking of smart services by highlighting the business value extracted from the digitized data of a reference customer. By synthesizing insights from servitization, storytelling, BDA and the customer reference literature, this study offers managers practical guidance regarding how to increase smart service sales. An example of a story used to facilitate customer adoption of a supplier's smart services in the manufacturing sector is provided.
Article
Every day, billions of people participate on social networking sites such as Facebook. We are now more virtually “connected” than ever before, yet for many individuals, the world is a very lonely place, both physically and virtually. This study takes a self-determination theory (SDT) perspective to explore the recipes for hedonic well-being derived from Facebook, the world’s most popular social media network, for users with high versus low levels of perceived loneliness. A random sample from a panel of participants throughout the US of n = 323 analyzes active members of Facebook with fuzzy-set qualitative comparative analysis (fsQCA). Our findings suggest that, in the context of social exclusion, interactivity and belonging may be the psychological needs that drive Facebook usage for high loneliness individuals and simultaneously the reward for low loneliness ones.
Chapter
Social media facilitates and enhances communication between businesses and customers. Nowadays, although it is commonly recognised that companies implement social media into their marketing activities, it is also acknowledged that companies struggle to calculate the return on investment (ROI) from social media marketing efforts as most of them focus only on certain tangible outcomes such as the impact on sales and purchases. Attempts have been made by researchers to identify how to measure key impacts of social media in relation to marketing; however, there remains a lack of empirical data and no comprehensive overview of what “ROI” can mean for an organisation seeking returns on their social media adoption. By knowing how to measure ROI from social media, companies can produce valuable insights which can help enhance marketing strategies in promoting their products/services. Thus, the aim of this chapter is to provide a review of ROI in social media marketing with a particular focus on intangible outcomes such as brand awareness, customer engagement/relationship and eWOM.
Article
The concept of acculturation has been based on the assumption of an adaptation process, whereby immigrants lose aspects of their heritage cultures in favour of aspects of a host culture (i.e. assimilation). Past research has shown that acculturation preferences result in various possibilities and influence consumption behaviour. However, the impact of social media on consumer acculturation is underexplored, although the social purpose and information sharing online is utilized for a variety of social purposes. Recent studies have shown the transformation from an offline to an online context, in which social networks play an integral part in immigrants’ communications, relationships and connections. This study merges the views from a number of leading contributors to highlight significant opportunities and challenges for future consumer acculturation research influenced by social media. The research provides insights into the impact of social media on consumer acculturation.
Article
Companies require information about customers to understand them, know their preferences, and develop relationships with them. Companies employ a number of direct and digital marketing channels to collect information and intelligence about customers. Marketers adopt a number of unfair practices for collecting information through direct and digital marketing and this raises concerns about consumer privacy. The article discusses the various aspects of consumer privacy and the need for protecting consumer privacy. The article further focuses on the various regulations enforced by regulatory bodies and governments of countries to protect customers. Various initiatives taken by companies to protect customers are discussed. Direct and digital marketing channels allow companies to collect information and intelligence about customers and to influence them. However, companies should be sensitive to customer concerns. This will help companies in building long-term customer relationships.
Article
Artificial intelligence (AI) has been in existence for over six decades and has experienced AI winters and springs. The rise of super computing power and Big Data technologies appear to have empowered AI in recent years. The new generation of AI is rapidly expanding and has again become an attractive topic for research. This paper aims to identify the challenges associated with the use and impact of revitalised AI based systems for decision making and offer a set of research propositions for information systems (IS) researchers. The paper first provides a view of the history of AI through the relevant papers published in the International Journal of Information Management (IJIM). It then discusses AI for decision making in general and the specific issues regarding the interaction and integration of AI to support or replace human decision makers in particular. To advance research on the use of AI for decision making in the era of Big Data, the paper offers twelve research propositions for IS researchers in terms of conceptual and theoretical development, AI technology-human interaction, and AI implementation.
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