Francisco J. Martínez-López's research while affiliated with University of Granada and other places

Publications (198)

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The existing packed mail-based return mode in ecommerce has a considerable negative impact on the natural environment. In contrast, a package-free return mode accepts unpacked ecommerce returns using return points in-store and is a more eco-friendly service. On the basis of the push–pull–mooring (PPM) framework, this study aims to identify key fact...
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Many online returns are caused by mismatches between what consumers see online and what they actually receive. This paper discusses e-sellers’ use of purchase-risk notices (PRNs) for possible mismatches as a preemptive action to avoid returns. Two one-factor (purchase-risk notice: presence vs. absence) scenario experiments were conducted via two st...
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A staggering number of stores, around 9000, failed from Jan 2019 to Oct 2019, significantly higher than the 5844 stores that failed in the entire 2018 (Coresight Research, Weekly US and UK store openings and closures tracker 2019, week 43: Destination maternity files for chapter 11 bankruptcy protection. Retrieved from https://coresight.com/researc...
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The external environment of a social media company encompasses social, legal, and economic aspects that can significantly influence a firm’s strategy for monetization. For example, if a social media company breaches a user data protection law, it could incur a large fine or even be banned from offering social media service by user data protection o...
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Social media is mainly offered free of charge. Facebook, Twitter, YouTube, LinkedIn, and many other applications are free to users. Hence, it is interesting to study how free-to-use social media achieves monetization. Previously, we have discussed the possibility of monetizing via social advertising. We will not reiterate this here but focus on an...
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This chapter introduces key aspects of social media monetization. From a network perspective, the value of social media relies on the number of social media users. The more users a social media platform has, the more attractive it is for advertisers, brands, and other business users. This explains why daily active users (DAUs) are so important for...
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Social media advertising is becoming a winning strategy for firms, brands, and retailers (He & Shao, Telematics and Informatics, 35(2), 504–516, 2018). Statistics demonstrated the staggering growth of the global social media advertising market: Marketers’ spend on social media advertising had grown to over $89 billion in 2019; it was estimated that...
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A monetization process encompasses six activities: market research, social media strategy formulation, social media listening and social media intelligence, influencer marketing, performance assessment and reporting, and community management and customer care. All activities serve the ultimate goal of increasing corporate profit via social media. T...
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In the online return context, offering the consumer a satisfactory return experience is critical to an online seller's success. However, little is known about how online sellers can improve consumers' online return experience. This research examines whether an instant refund service can improve the online return experience. To obtain a comprehensiv...
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In this chapter, we will present cases of two reputable social media giants, Facebook and WeChat, in order to discern how social media companies monetize their social business. We will explain how monetization strategy and monetization actions are used and geared toward generating revenue and conclude with what we can learn from the two cases.
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A social media strategy is comprised of six elements: why, who, where, what, when, and how (5Ws 1H). Before a social media strategy is decided upon, a firm needs to resolve these six issues.
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When a user swipes left, swipes right, browses, likes, and shares a piece of a post or video on a social media platform, the monetization system of the platform notes these actions and processes the user’s social media usage behavior. Noncommercial content, which seems to have no relation to social media monetization, could be preferred by the user...
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Information system (IS) and structure design establish the foundation for successful social media monetization. Previously, we have focused on discussing the conceptual and theoretical aspects of social media monetization. In this chapter, we will focus our attention on more practical knowledge about how to design an IS and structure design for soc...
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This chapter aims to present the newest practices in social media marketing. We provide details of these practices and explain why the analyzed companies are considered winners in the era of social media. Nine cases of companies leveraging social media are introduced. This chapter focuses on how these companies use social media; therefore, their co...
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Facebook is an ideal social media platform for achieving significant sales and maximizing business value. First, Facebook can enable a firm to reach one-fifth of the world’s population (Vrountas, 4 reasons why you can’t ignore Facebook advertising. Retrieved from https://instapage.com/blog/4-reasons-facebook-advertising-cant-be-ignored, 2019). Inst...
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It is difficult to predict the future of social media monetization. Multiple actors, individuals, organizations, and platforms can use social media to earn profits. Their paths to monetization are diverse and follow different routes. However, we can find some clues about the attributes of future monetization strategies and models based on current s...
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Social media advertising comprises a major revenue source for many large social media platforms. The Interactive Advertising Bureau defines social media advertising as “an online ad that incorporates user interactions that the consumer has agreed to display and be shared. The resulting ad displays these interactions along with the user’s persona (p...
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Relationships with consumers are critical to the success of online sellers. Online returns can detrimentally influence buyer–seller relationships and, thus, online sellers should carefully approach online returns to restore their relationship with consumers. Returns due to consumer satisfaction-related reasons are a significant and inevitable part...
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We perform a meta-analytic review of the effect of retail assortment size on consumer perceptions, choice, and retail sales/share using a database comprising of 177 studies obtained from 95 academic papers published during 1970–2021. We define assortment size broadly as the total number of distinct alternatives (options) available to the consumer w...
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El área de Distribución Comercial y Gestión Minorista es de gran importancia para la investigación en marketing. Este trabajo identifica la situación actual de la investigación en distribución comercial, así como las principales líneas de interés, con especial referencia a España. Para ello, en primer lugar, se analizan los principales estudios bib...
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To delist or not to delist? Retailers such as Wal Mart in the USA and Mercadona in Spain resorted to extensive delisting (discontinuation) of national brands to cut costs, only to face a backlash from consumers who switched stores to find better alternatives. In this research, we offer insights and implications for retailers wishing to engage in as...
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Social platforms are currently encountering a set of burning issues: low ad conversion rates, cross-channel free-riding phenomena, lack of monetary incentives to retain premium content creators, etc. Direct purchase behaviors between social platform users (e.g., making a direct purchase through a seller's promotional post) can largely resolve these...
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Food retail occupies a transcendental place in economic and business activity around the world. As a region, South America has stood out in recent years for its sustained economic growth. In this context, countries within this region, such as Chile, Colombia, and Peru, have changed consumer preferences and behaviors. Based on a bibliographic review...
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The purpose of this study is to analyze the effects of online brand community (OBC) engagement on strategic aspects for the brand supporting the community. A total of 628 valid responses were collected through a self-administered questionnaire. The authors tested the proposed model using structural equation modeling. The results show that OBC engag...
Book
This proceedings volume highlights the latest research presented at the 8th International Conference on Research on National Brand & Private Label Marketing (NB&PL2021). The topics covered include: retailing, private label portfolio and assortment management, marketing of premium store brands, using national brands to exclude (delist) and include,...
Book
This book highlights the latest research articles presented at the second Digital Marketing & eCommerce Conference in June 2021. Papers include a diverse set of digital marketing and eCommerce-related topics such as sser psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies, social...
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Long Range Planning (LRP) is the first journal focused on strategic planning. It was created in 1968 by the Long Range Planning Society, and it celebrated its 50 th anniversary in 2018. This event led to the presentation of a complete bibliometric study aimed at identifying the most significant results that occurred in the journal during this perio...
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Leveraging social media influencers allows companies to provide information on their products in a more social and interactive way. Yet, scholarly research on the implications of the effect of influencers on consumer trust, their interest and the purchase decision process is still in its infancy. This study proposes a theoretical model to explain h...
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Firstly, this chapter presented reasons why firms should implement omni-channel strategies. Secondly, this chapter provided a framework of an omni-channel system. An omni-channel system needs to increase channel visibility and channel integration. This chapter detailed channel integration encompassing channel types, channel agents, and channel stag...
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1 August 2013. Piyush Gupta, CEO of DBS, had just announced that the bank was walking away from its bid to acquire Indonesia’s Bank Danamon. This was a major setback to the bank’s plans to expand its presence in Asia’s growth markets.
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This chapter provided an overview of Web 2.0. It discussed why Web 2.0 brings about strategic changes in Internet business models. It explained how advances in network infrastructure and software development led to an increased number of web users and a richer user experience. In this chapter, we take a closer look at how businesses leverage the ne...
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This chapter provided a synthesized understanding of Amazon and Alibaba from various dimensions. The two companies offer similar e-business services, such as e-commerce, cloud computing, artificial intelligence, and omni-channel businesses. Yet their business models and strategies are quite different. Amazon and Alibaba, as two e-business exemplars...
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The purpose of this chapter is to set the stage for the remainder of the book. To create a clear and shared view of what this domain entails, this chapter introduces definitions of e-business-related terms and concepts as well as some strategy-specific perspectives. The concept of strategy and recognizing the different levels of strategy developmen...
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In this chapter, we illustrated how value is created and captured via e-business strategies, which can be divided into two parts: theory and practice. First, we will discuss some basics on value creation and capture so that readers can generally grasp the gist of value creation and capture. Second, two distinct perspectives on value creation and ca...
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Firstly, this chapter analyzed the degree of integration of individual activities of the value chain. More specifically, it discussed which activities a business should perform (or “make”) by itself and which activities it should source (or “buy”) from external providers. Secondly, the chapter analyzed how to choose the organizational structure for...
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In 2016, Axel Springer was one of Europe’s largest media houses, with numerous regional and national print publications, including Die Welt and Bild, two of Germany’s best-known newspaper brands. At the turn of the millennium, the company experienced declining revenues and profitability mainly due to digitization of the publishing industry. In resp...
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This chapter started out by giving a definition of mobile e-commerce and depicting the players of the mobile value network. These include mobile equipment vendors for wireless infrastructure and hand-held devices, mobile network operators, IT enablers, application and content providers, as well as portal providers. By segmenting mobile e-commerce c...
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Firstly, this chapter introduced the definition of e-procurement and discussed the advantages and drawbacks of e-procurement. Secondly, the chapter analyzed critical success factors of adopting e-procurement. Thirdly, the chapter first introduced a procurement process and then illustrated a general process of e-procurement and ultimately pointed ou...
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This chapter firstly provides a framework for analyzing the macro-environment. Secondly, it discusses Porter’s five forces framework for analyzing the attractiveness of an industry. It also analyses the impact of the Internet on each force of Porter’s framework, i.e., industry rivalry, barriers to entry, threat of substitute products, and the barga...
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This chapter discusses the fundamentals of competitive advantage, the requirements for a successful imitation, the barriers to imitation, and how a company can create and sustain it and how to deal with the threats of a disruptive innovation in e-business. The ways that companies can follow in order to deal with a disruptive innovation are clarifie...
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In Part II of this book, we propose an overarching e-business strategy framework that can serve as a comprehensive basis for e-business strategy formulation. Besides, strategic thinking for e-business and critical success factors of e-business strategy are presented in this chapter.
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Firstly, this chapter presents reasons why businesses should adopt social commerce strategies. Any new strategy should be well studied before being officially adopted by businesses. Secondly, this chapter classified various social commerce activities. Thirdly, social commerce has a special structural frame and characteristics. Strategists need to c...
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Italy, March 2016. Andrea Pontremoli looked proudly through his office windows at the new building now soaring over the headquarters of Dallara Automobili SpA in Varano de Melegari, a scenic village near Parma, Italy. It was almost 9 years to the day since he had left his position as CEO of IBM Italy and joined the adventure of one of the most pecu...
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AccorHotels, Europe’s leading hotel group, was going through a major digital transformation initiated by its CEO, Sébastien Bazin. A relative newcomer to the hospitality industry, the private equity investor was shaking up the traditional strategy of a large hotel chain and disrupting AccorHotels’ business model.
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The view had changed since Bob Collymore, chief executive officer of Kenya’s leading telecom operator, made his first helicopter flight over Nairobi, when he moved there 6 years earlier. Soaring up into the sky, he still remembered the excitement he had felt when he got his first bird’s-eye view of the city that would soon become his home.
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This chapter first defines the concept of core competence and discusses it in the context of e-business. It then presents the value chain concept as a way to analyze the individual steps in the value creation process. Thirdly, it introduces the virtual value chain concept and suggests ways for companies to leverage it for value creation. The chapte...
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Since CEO Piyush Gupta and his colleagues reset DBS’s vision and strategy and commenced its transformation in 2009, DBS doubled both its top and bottom lines (see ◘ Table 24.1—Company Financials). The accolades and awards it received in 2016 suggested it had successfully transformed to become a world-class multi-national bank and was well on its wa...
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This chapter indicated that digitalization largely disrupts borders between sectors and analyzed how firms can break away from traditional forms of competition and redefine their value proposition by opening up new market spaces. This can be done first by gaining insights into new market spaces through the value curve. This chapter also discussed t...
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The goal of this chapter’s roadmap is to propose the different steps involved in setting up and implementing an e-business strategy from a process-oriented perspective. Firstly, the chapter suggested in broad terms a roadmap for e-business strategy formulation. It then described in detail each of the nine steps involved in this roadmap and illustra...
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Utrecht, Fall 2018. For Nieke Martens and Bart Leurs, summer 2018 marked a pivotal point in the digital transformation of Rabobank.
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This chapter will provide a landscape of strategic trends for e-business and indicate what will fundamentally change and revolutionize e-business in the future. Businesses should consider how to manage these trends, seizing potential opportunities and devising strategies for next-generation e-business.
Article
Full-text available
Purpose The purpose of this paper is to analyse the effects of brand trust and online brand community (OBC) trust on consumer repurchase intention and the positive electronic word-of-mouth (eWOM) intention of OBC members. Design/methodology/approach The research model was assessed using data from a sample of 628 OBC users using partial least squar...
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Assortment, as a key component of marketing mix, constitutes a fundamental positioning tool for retailers. Assortment composition can influence both current and future product choices by helping shape consumer preferences. Consumers expect retailers to provide a suitable mix of products; the impact that a retailer’s assortment design has on their s...
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Influencer marketing actions are mostly carried out on social platforms, e.g., Facebook, Instagram and Twitter. However, despite its increasing use, studies on this subject are still scarce. In this research, we focus on four essential factors related to an influencer marketing programme, analyzed in two separate experimental studies for theoretica...
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Buy buttons are a call-to-action feature directing viewers to a follow-up purchase page, which allows users to make direct and actual purchases through social platforms. This paper examines two different direct purchase behaviors (general purchase behavior and impulse purchase behavior) through a social platform with buy buttons, and, for the purpo...
Book
This is the fourth edition of a unique textbook that provides extensive coverage of the evolution, the current state, and the practice of e-business strategies. It provides a solid introduction to understanding e-business and e-commerce by combining fundamental concepts and application models with practice-based case studies. An ideal classroom com...
Book
This book highlights the latest research presented at the first Digital Marketing & eCommerce Conference (Barcelona, Spain, June 2020). Papers include a diverse set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies,...
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Industrial Marketing Management (IMM) is an outstanding journal in the field of business-to-business marketing. This paper focuses on this journal, with an extensive bibliometric analysis of IMM from its foundation in 1971 to 2017, the last year analyzed in this study. It identifies, among others, the annual evolution of publications, the most infl...
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Buy buttons are a strategic enabler of social shopping and social platform monetization, but their use is still far from satisfactory. This paper aims to find effective actions to optimize buy button performance. A two-factor (safe shopping vs. unsafe shopping; an integrated path to purchase vs. a separated path to purchase), between-subject experi...
Book
This proceedings volume highlights the latest research presented at the 7th International Conference on Research on National Brand & Private Label Marketing (NB&PL2020, Barcelona, Spain). The topics covered include: retailing, private label portfolio and assortment management, marketing of premium store brands, using national brands to exclude (del...
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Buy buttons are not only links allowing social platform users to complete a purchase directly by clicking on them, but they are also key to social platform monetization. Shedding light on the use of these buttons is, thus, particularly interesting for their practical value. We have conducted two between-subject experiments to analyze two basic issu...
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This commentary explores some of the reputational issues of using academic social networking sites (ASNS) such as ResearchGate, ResearcherID, ORCID, Academia.edu, Google Scholar, and Mendeley for academic self-promotion and considers whether the adage of 'Publish or Perish' has been recently overshadowed by the new imperative of 'Promote or Perish'...
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The 2019 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original, rigorous and significant contributions from researchers around the world on marketing issues that retailers, store brand managers and national brand managers are facing. The three-day event covered a wide...
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Purpose The authors analyze the relationship between different consumer attitudinal variables and a number of variables related to consumer perception of the store and purchasing behavior, in assortments composed exclusively of private labels (PLs). Design/methodology/approach The authors developed an experiment based on an online survey to test...
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The Mobile Internet Information Technology (MIIT) has been widely accepted as one of the most promising technologies in the next decades, having various applications and different value positions. However, few published studies explore and examine the effects of MIIT on community management. Based on the Dramaturgical Theory, this article uses a ca...
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Purpose The European Journal of Marketing was created in 1967. In 2017, the journal celebrates its 50th anniversary. Therefore, the purpose of this study is to present a bibliometric overview of the leading trends of the journal during this period. Design/methodology/approach This work uses the Scopus database to analyse the most productive auth...
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This study advances the understanding of the process by which students accept and use e-learning environments. This is a key aspect in studying the online behaviour of students, as it directly influences their conduct in their capacity as users of learning products. To address the lack of empirical data on the adoption of this type of learning envi...
Book
The 2018 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers. The three-day event covered a wide range of topics fro...
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Full-text available
Purpose The purpose of this paper is to analyze consumers’ reaction to assortment composition. Design/methodology/approach This study examines several scenarios: private label (PL)-only assortments; mixed assortments (PL and national brands (NBs)), and in the latter case both small and large assortments. Consumers’ reaction is measured through t...
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This work analyses how consumers of two different countries—Spain and the U.S.—react to one brand—Private labels (PL)-only assortments—in terms of store-switching intentions. For this purpose we analysed the relationship between three variables—store image, perceived assortment variety and PL purchase intentions—and consumers’ store-switching inten...
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This research aims to explain members' online brand community (OBC) engagement and participation based on their relationships with other members and with the community sponsor. It proposes a conceptual model integrating variables that have been studied in previous research on brand trust, OBC identification, and satisfaction, and others that have r...
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Private labels have experienced significant growth in Spain in recent years. The size and composition of product assortments has been impacted by the development of own retail brands, in many cases discarding national brands. Some retailers experienced problems arising from these decisions, being forced to reintroduce some of these brands, suggesti...
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We offer a structured vision of the main research contributions made on a wide set of issues compounding the online consumer behaviour area. We present a wide view of research topics, analyzed from the marketing perspective, from the early nineties till now. This approach may be useful, not only to better structure or reinforce the knowledge academ...
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Uncertainty and dynamism in competitive environments require organizations to renew their resources and capabilities regularly (Teece 2007; Wang and Ahmed 2007). The dynamic capabilities focus is an extension of the resource-based theory (Barney 1986, 1991; Wernerfelt 1984). Nowadays, this focus is considered to be one of the most fascinating aspec...
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The investments on sales promotions in the USA and many European countries has considerably increased over the last years. In particular, the weekly advertising of price reductions in store flyers is a frequently used promotional tool in retail business. Stores typically use store flyers to promote new products, announce new stores, and communicate...
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Consolidation of social applications is changing communication between brands and their consumers. Organizations are losing their once complete control over their messages and processes of value-creation to consumers, who are becoming active participants and co-creators of value in the relationship. This requires a new focus for companies, which wi...
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Brands have become an indispensable element in distinguishing between the products of different companies, reflecting their personalities and finding their correct positioning. Furthermore, over the years, the importance of brands has increased to such a degree that they have come to be an instrument that fits alongside important dimensions such as...
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The Social Web is a phenomenon that has invigorated society. The ways in which people relate and communicate with each other have changed, in turn causing changes to communications and interactions between businesses, their clients and their environments. This forces organizations to understand the phenomena caused by the emergence and pervasion of...
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Information and communication technologies (ICT) have brought about a considerable change in the way that people relate to and communicate with one another. Companies, as an active part of society, are not excluded from this situation; they must adapt their uses to appropriately establish and maintain relationships in this setting. In this sense, t...
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Human beings, due to their unique characteristics as a species, need relationships with other individuals. This explains the interactions between people and the tendency to live in groups. All human beings belong to one or more communities, although this happens involuntarily. By simply having a family or residing in a city, one belongs to these co...