In one hand, marketers have privileges to obtain additional information about their target markets through the online businesses. On the other hand, customers and other stakeholders have an enormous flow of information to compare between competitive value propositions, available in the market. In this market competition, understanding the customers' and other stakeholders' value anticipations would be a central success factor for marketers to prolifically develop competitive value propositions, based on understanding the customers' and other stakeholders' needs, wants and expectations. Stakeholder relationship marketing has a history, as well as further potentials to understand stakeholders' value anticipations. From this context and based on an inductive constructivist approach, this study develops insights and proposes a conceptual framework on how various sports organizations manage their stakeholder relationships through their online business platforms, in order to design and deliver competitive value propositions.
{"title":"Stakeholder Relationship Management in Online Business and Competitive Value Propositions: Evidence from the Sports Industry","authors":"S. M. Riad Shams","doi":"10.4018/IJOM.2016040101","DOIUrl":"https://doi.org/10.4018/IJOM.2016040101","url":null,"abstract":"In one hand, marketers have privileges to obtain additional information about their target markets through the online businesses. On the other hand, customers and other stakeholders have an enormous flow of information to compare between competitive value propositions, available in the market. In this market competition, understanding the customers' and other stakeholders' value anticipations would be a central success factor for marketers to prolifically develop competitive value propositions, based on understanding the customers' and other stakeholders' needs, wants and expectations. Stakeholder relationship marketing has a history, as well as further potentials to understand stakeholders' value anticipations. From this context and based on an inductive constructivist approach, this study develops insights and proposes a conceptual framework on how various sports organizations manage their stakeholder relationships through their online business platforms, in order to design and deliver competitive value propositions.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"22 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133925744","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The research aims are to explore the extent of the banking sector's adoption of Internet applications in Jordan for marketing products and to identify the impact of such adoption on developing international markets. This study also aims to determine the major obstacles restraining banks marketing their products internationally through the Internet and to make recommendations conducive to an effective and optimal implementation of Internet applications for marketing bank products locally and internationally. The main research problem is the absence of a clear and comprehensive understanding of the banking sector's adoption of the Internet in Jordan to market products and services and the impact of such adoption on marketing products. It has been found that the main obstacle facing the Jordanian banking sector's adoption of the Internet for marketing its services internationally is the lack of legislation with regard to the regulation and control of e-transactions.
{"title":"Internet Adoption and International Marketing in the Jordanian Banking Sector","authors":"Said Al-Hasan, B. Thomas, Ayman Mansour","doi":"10.4018/IJOM.2016040103","DOIUrl":"https://doi.org/10.4018/IJOM.2016040103","url":null,"abstract":"The research aims are to explore the extent of the banking sector's adoption of Internet applications in Jordan for marketing products and to identify the impact of such adoption on developing international markets. This study also aims to determine the major obstacles restraining banks marketing their products internationally through the Internet and to make recommendations conducive to an effective and optimal implementation of Internet applications for marketing bank products locally and internationally. The main research problem is the absence of a clear and comprehensive understanding of the banking sector's adoption of the Internet in Jordan to market products and services and the impact of such adoption on marketing products. It has been found that the main obstacle facing the Jordanian banking sector's adoption of the Internet for marketing its services internationally is the lack of legislation with regard to the regulation and control of e-transactions.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"74 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129552811","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Marketing managers in many industries are seeking to provide their companies with new tools to detect market changes early and quickly enough to defend their competitive position. Social media has been recognized to be particularly relevant for both marketing strategies and competitive intelligence purposes since the information required to deal with competitive challenges has been recently relocated from published and proprietary sources to open social platforms. Among social media, microblog is one of the most convenient platforms since it is short, instantaneous, spontaneous and mobile and has become a great source of consumer opinions. Although there has been an increase in the number of companies developing a microblog presence, so far, very few academic research focused on microblog as a marketing intelligence tool. Therefore, the purpose of this paper is twofold: to provide a theoretical framework for microblog competitive intelligence, and to discuss its opportunities and limitations.
{"title":"Deriving Competitive Intelligence from Social Media: Microblog Challenges and Opportunities","authors":"E. Arrigo","doi":"10.4018/IJOM.2016040104","DOIUrl":"https://doi.org/10.4018/IJOM.2016040104","url":null,"abstract":"Marketing managers in many industries are seeking to provide their companies with new tools to detect market changes early and quickly enough to defend their competitive position. Social media has been recognized to be particularly relevant for both marketing strategies and competitive intelligence purposes since the information required to deal with competitive challenges has been recently relocated from published and proprietary sources to open social platforms. Among social media, microblog is one of the most convenient platforms since it is short, instantaneous, spontaneous and mobile and has become a great source of consumer opinions. Although there has been an increase in the number of companies developing a microblog presence, so far, very few academic research focused on microblog as a marketing intelligence tool. Therefore, the purpose of this paper is twofold: to provide a theoretical framework for microblog competitive intelligence, and to discuss its opportunities and limitations.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127752250","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Barry Ardley, Jialin Hardwick, Lauriane Delarue, Nick Taylor
Focusing on the mobile phones sector, this study explores how the social networking site 'Facebook' is used by consumers in their purchasing. Although there is extensive work on the influences on the buying decision process relevant to mobile phone purchasing, it is mainly set outside of a social media context. This paper assists in filling a gap in contemporary research, revealing the presence of different behavioural segments on Facebook. The authors analyse the consumer decision sequence in response to the notion of 'brand presence', manifested through online advertising, fan and group pages. The approach is interpretative. The study is based on young professional user's experiences, collected through semi-structured individual and focus group interviews. The findings show that Facebook fan pages are shown to have a degree of influence, particularly in the early stages of buying behaviour. In this context, five novel behavioural segments of consumer interactions with Smartphone brands on Facebook have been identified by the research. These are the Avoider, the Suspicious, the Passive, the Receptive, and the Active. Future research of cross comparative studies could be taken on the issues the authors examine and consider them in relation to not only Facebook, but additionally, to other social network sites. Companies could utilise the findings in the future development of social media strategy. The research highlights the socially networked and collective nature of much activity on Facebook, which impacts on the consumer decision-making process for mobile phones.
{"title":"Mobile Phone Purchasing and Brand Presence on Facebook","authors":"Barry Ardley, Jialin Hardwick, Lauriane Delarue, Nick Taylor","doi":"10.4018/IJOM.2016040102","DOIUrl":"https://doi.org/10.4018/IJOM.2016040102","url":null,"abstract":"Focusing on the mobile phones sector, this study explores how the social networking site 'Facebook' is used by consumers in their purchasing. Although there is extensive work on the influences on the buying decision process relevant to mobile phone purchasing, it is mainly set outside of a social media context. This paper assists in filling a gap in contemporary research, revealing the presence of different behavioural segments on Facebook. The authors analyse the consumer decision sequence in response to the notion of 'brand presence', manifested through online advertising, fan and group pages. The approach is interpretative. The study is based on young professional user's experiences, collected through semi-structured individual and focus group interviews. The findings show that Facebook fan pages are shown to have a degree of influence, particularly in the early stages of buying behaviour. In this context, five novel behavioural segments of consumer interactions with Smartphone brands on Facebook have been identified by the research. These are the Avoider, the Suspicious, the Passive, the Receptive, and the Active. Future research of cross comparative studies could be taken on the issues the authors examine and consider them in relation to not only Facebook, but additionally, to other social network sites. Companies could utilise the findings in the future development of social media strategy. The research highlights the socially networked and collective nature of much activity on Facebook, which impacts on the consumer decision-making process for mobile phones.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115078295","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Organizations are realizing the importance of social media and social networking sites as a communication channel for their brands. Startups, which are new small ventures, face many challenges to prosper in today's fast-paced economy. This research focuses on the challenge of building brand advocacy against the start-ups' low brand awareness and limited financing capabilities. Brand advocacy is defined as the extent to which consumers recommend the brand to their community. It is mainly characterized by high brand loyalty and strong positive electronic word of mouth. This research aims to explore the drivers of brand advocacy on social media in case of startups. The results of the will serve as the input for the second phase which follows a quantitative approach in which a survey will be undertaken to determine first, the relationship between the variables validated in the first phase and brand advocacy mediated by brand loyalty and electronic word of mouth, and second, test for demographics differences in this relationship.
{"title":"The Impact of Social Media Branding on Developing Brand Advocates for Start-Ups","authors":"T. Awad, Shereen Mohamed Abdel Fatah","doi":"10.4018/IJOM.2015100103","DOIUrl":"https://doi.org/10.4018/IJOM.2015100103","url":null,"abstract":"Organizations are realizing the importance of social media and social networking sites as a communication channel for their brands. Startups, which are new small ventures, face many challenges to prosper in today's fast-paced economy. This research focuses on the challenge of building brand advocacy against the start-ups' low brand awareness and limited financing capabilities. Brand advocacy is defined as the extent to which consumers recommend the brand to their community. It is mainly characterized by high brand loyalty and strong positive electronic word of mouth. This research aims to explore the drivers of brand advocacy on social media in case of startups. The results of the will serve as the input for the second phase which follows a quantitative approach in which a survey will be undertaken to determine first, the relationship between the variables validated in the first phase and brand advocacy mediated by brand loyalty and electronic word of mouth, and second, test for demographics differences in this relationship.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2015-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121506484","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study aims to identify the expected benefits of continuous improvement CI implementation, to determine the critical success factors that contribute to CI implementation and to detect the expected problems that impede the implementation of CI programmes at Al-Sindian Paper Mills. The data analysed in this article was collected from a mail questionnaire sent to all staff who worked on a CI Six Sigma project at Al-Sindian Paper Mills. The findings of this study indicate that specialised training is necessary for master black and green belts, implementation of the CI requires a quality assurance and also CI approach is not only concerned with selecting a method and forming teams, but extends to covering the enhancement of improvement skills for operators. Finally avenues for future research were provided.
{"title":"The Implementation of Continuous Improvement (CI) Methodology: A Case Study of Al-Sindian Paper Mills","authors":"S. I. Salaheldin, Hesham Fawzy Abbas, M. Seif","doi":"10.4018/IJOM.2015100101","DOIUrl":"https://doi.org/10.4018/IJOM.2015100101","url":null,"abstract":"This study aims to identify the expected benefits of continuous improvement CI implementation, to determine the critical success factors that contribute to CI implementation and to detect the expected problems that impede the implementation of CI programmes at Al-Sindian Paper Mills. The data analysed in this article was collected from a mail questionnaire sent to all staff who worked on a CI Six Sigma project at Al-Sindian Paper Mills. The findings of this study indicate that specialised training is necessary for master black and green belts, implementation of the CI requires a quality assurance and also CI approach is not only concerned with selecting a method and forming teams, but extends to covering the enhancement of improvement skills for operators. Finally avenues for future research were provided.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"160 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2015-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121209283","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study investigates the attributes that create brand trust in internet retailing through the replication of the work of Ruparelia, White and Hughes 2010 using two different purchase categories: apparels and travel accommodation. Quantitative methodology was employed through survey method involving 180 respondents. There are ten independent variables include website security, website privacy, website brand name, word-of-mouth, website design & navigation, information, returns policy, country of origin, past experience, advertising and testimonials and one dependent variable which is brand trust. Security, privacy, word of mouth, design & navigation, and past experience were proven to have direct linear effects towards web brand trust. On the other hand, brand name, information, returns policy, country of origin and advertising & testimonials have weak relationships with web brand trust. Respondents who purchased clothing apparel were more concerned of the country of origin than respondents who purchased ticket accommodation.
{"title":"Drivers of Brand Trust in Internet Retailing: The Case of Indonesia","authors":"Adilla Anggraeni, Florenz Lay","doi":"10.4018/IJOM.2015100102","DOIUrl":"https://doi.org/10.4018/IJOM.2015100102","url":null,"abstract":"This study investigates the attributes that create brand trust in internet retailing through the replication of the work of Ruparelia, White and Hughes 2010 using two different purchase categories: apparels and travel accommodation. Quantitative methodology was employed through survey method involving 180 respondents. There are ten independent variables include website security, website privacy, website brand name, word-of-mouth, website design & navigation, information, returns policy, country of origin, past experience, advertising and testimonials and one dependent variable which is brand trust. Security, privacy, word of mouth, design & navigation, and past experience were proven to have direct linear effects towards web brand trust. On the other hand, brand name, information, returns policy, country of origin and advertising & testimonials have weak relationships with web brand trust. Respondents who purchased clothing apparel were more concerned of the country of origin than respondents who purchased ticket accommodation.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2015-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115706096","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
With the development of Information and Communication Technologies, social networking platforms have permeated into every aspect of industries and our lives. This new digital phenomenon brings opportunities for companies to reach and communicate with their audiences in different ways. In the same vein, this revolutionary phenomenon has largely accelerated the rate at which relationships develop and information is shared. It is worth noting that during the communication process there has been a growth in the potency of interactivity, which lays emphasis on conversing with audiences rather than merely communicating to them. This paper draws on the literature developed in various disciplines with the help of tri-dimensional features of interactivity identified as active control, two-way communications, and real-time communications. These three principal dimensions are explored within a Weblog context to provide a comprehensive understanding of the concept of interactivity and its dynamics.
{"title":"A Revisit of the Concept of Interactivity and its Dimensions","authors":"Hui Wang, Vipin Nadda","doi":"10.4018/IJOM.2015100105","DOIUrl":"https://doi.org/10.4018/IJOM.2015100105","url":null,"abstract":"With the development of Information and Communication Technologies, social networking platforms have permeated into every aspect of industries and our lives. This new digital phenomenon brings opportunities for companies to reach and communicate with their audiences in different ways. In the same vein, this revolutionary phenomenon has largely accelerated the rate at which relationships develop and information is shared. It is worth noting that during the communication process there has been a growth in the potency of interactivity, which lays emphasis on conversing with audiences rather than merely communicating to them. This paper draws on the literature developed in various disciplines with the help of tri-dimensional features of interactivity identified as active control, two-way communications, and real-time communications. These three principal dimensions are explored within a Weblog context to provide a comprehensive understanding of the concept of interactivity and its dynamics.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2015-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133771253","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
M. Garcia-Haro, M. P. Martínez-Ruiz, R. Martínez-Cañas
The importance of value co-creation processes to firms' competitive strategy is widely recognized, both in practice and in academia. Therefore, it becomes essential to identify which variables drive consumers to collaborate with companies. A primary influence on this consumer decision relates to the search for greater satisfaction. This article proposes a theoretical model that relates the process of co-creating value with customer satisfaction. The proposed conceptual model also includes the user's motivation as a potential mediating variable in the process that transforms co-creation activities into consumer satisfaction.
{"title":"The Influence of Value Co-Creation on Consumer Satisfaction: A Mediating Role of Consumer Motivation","authors":"M. Garcia-Haro, M. P. Martínez-Ruiz, R. Martínez-Cañas","doi":"10.4018/IJOM.2015100104","DOIUrl":"https://doi.org/10.4018/IJOM.2015100104","url":null,"abstract":"The importance of value co-creation processes to firms' competitive strategy is widely recognized, both in practice and in academia. Therefore, it becomes essential to identify which variables drive consumers to collaborate with companies. A primary influence on this consumer decision relates to the search for greater satisfaction. This article proposes a theoretical model that relates the process of co-creating value with customer satisfaction. The proposed conceptual model also includes the user's motivation as a potential mediating variable in the process that transforms co-creation activities into consumer satisfaction.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"48 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2015-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129666054","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This paper mainly highlights the current trends of online purchasing in India and also the factors which influences or attracts the consumers to prefer online purchasing rather than choosing the old pattern of retail shopping to buy goods or services especially in the Dakshina Kannada district. To investigate these 525 respondents were interviewed with structured questionnaires among dispersed consumers of online stores in district which randomly selected. Finally test for proportion analysis was used on data in order to test hypothesises of study. This study can be considered as an applied research from purpose perspective and descriptive-survey with regard to the nature and method.
{"title":"Consumers Perception towards Online Shopping With Special Reference to Dakshina Kannada(D)","authors":"T. Rakesh, S. Madhushree","doi":"10.4018/IJOM.2015070103","DOIUrl":"https://doi.org/10.4018/IJOM.2015070103","url":null,"abstract":"This paper mainly highlights the current trends of online purchasing in India and also the factors which influences or attracts the consumers to prefer online purchasing rather than choosing the old pattern of retail shopping to buy goods or services especially in the Dakshina Kannada district. To investigate these 525 respondents were interviewed with structured questionnaires among dispersed consumers of online stores in district which randomly selected. Finally test for proportion analysis was used on data in order to test hypothesises of study. This study can be considered as an applied research from purpose perspective and descriptive-survey with regard to the nature and method.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2015-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132537162","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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