High level of informality in the relationship between brand managers and advertising account representatives has been described as factor affecting positive work dynamic and long – term success. Although means of informal communications such as emails are still used, social networks have been gaining increasing popularity in the business landscape. This paper examines the effects of social media on client – agency relationships with focus on Facebook as an example of personal network. The methodology combines primary and secondary research. The paper reviews literature on client – agency relationships and social media, which provide the foundation for primary research. The paper concludes that connecting on Facebook with a client or agency representative is a way of showing the relationship has moved beyond strictly a working one. However, connecting with a work contact on Facebook should not be done in order to make the work relationship stronger. The study offers recommendations for practitioners and direction for future research.
{"title":"An Evaluation of the Effects of Social Media on Client: Advertising Agency Relationships in the UK","authors":"K. Dimitrova, Steve MacKay","doi":"10.4018/IJOM.2017040102","DOIUrl":"https://doi.org/10.4018/IJOM.2017040102","url":null,"abstract":"High level of informality in the relationship between brand managers and advertising account representatives has been described as factor affecting positive work dynamic and long – term success. Although means of informal communications such as emails are still used, social networks have been gaining increasing popularity in the business landscape. This paper examines the effects of social media on client – agency relationships with focus on Facebook as an example of personal network. The methodology combines primary and secondary research. The paper reviews literature on client – agency relationships and social media, which provide the foundation for primary research. The paper concludes that connecting on Facebook with a client or agency representative is a way of showing the relationship has moved beyond strictly a working one. However, connecting with a work contact on Facebook should not be done in order to make the work relationship stronger. The study offers recommendations for practitioners and direction for future research.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125915973","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}
Amira Trabelsi Zoghlami, Karim Ben Yahia, Mourad Touzani
Exchanges between Internet users have clearly increased with the proliferation of social networks. That has revalorized Consumer-to-Consumer C2C Websites which represent an important information source for clients. With the increase of actors in C2C markets, the reputation of the company is a fundamental element for internet users' choices. The objective of this research paper is to identify the factors that can affect the companies' reputation whose products are sold by consumers in C2C websites. A qualitative study was conducted. This study is based on the analysis of ads' content of two Tunisian C2C websites as well as interviews with C2C websites' users. The results highlight the determinants of companies' reputation in C2C websites: quality of the classified advertisements, quality of the C2C website, price and electronic word-of-mouth as a receiver. All these elements affect companies' reputation in C2C website users' mind. This reputation can also have consequences, such as electronic word-of-mouth as a sender and intention to buy the companies' products in the future.
{"title":"Corporate Reputation and C2C Websites: An Exploratory Approach","authors":"Amira Trabelsi Zoghlami, Karim Ben Yahia, Mourad Touzani","doi":"10.4018/IJOM.2016100101","DOIUrl":"https://doi.org/10.4018/IJOM.2016100101","url":null,"abstract":"Exchanges between Internet users have clearly increased with the proliferation of social networks. That has revalorized Consumer-to-Consumer C2C Websites which represent an important information source for clients. With the increase of actors in C2C markets, the reputation of the company is a fundamental element for internet users' choices. The objective of this research paper is to identify the factors that can affect the companies' reputation whose products are sold by consumers in C2C websites. A qualitative study was conducted. This study is based on the analysis of ads' content of two Tunisian C2C websites as well as interviews with C2C websites' users. The results highlight the determinants of companies' reputation in C2C websites: quality of the classified advertisements, quality of the C2C website, price and electronic word-of-mouth as a receiver. All these elements affect companies' reputation in C2C website users' mind. This reputation can also have consequences, such as electronic word-of-mouth as a sender and intention to buy the companies' products in the future.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"78 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117224784","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}
Micro-blogging platforms have been used increasingly by multinational companies as a marketing tool. Global corporations utilize platforms such as Twitter and Weio, leading micro-blogging sites, and promote their brand equity and increase engagement with their customers. The question is whether they use these platforms strategically, localizing the content and the structure to meet the needs of their target population. This study uses case study content analysis to begin answering this question. Starbucks posts over a one-month period on Twitter in the U.S. and on Sina Weibo in China were analyzed using three existing validated frameworks: descriptive analysis, content classification, and content customization. The results indicate that Starbucks somewhat localizes its posts to its Chinese consumers, in terms of content, symbols, values, and offerings. In terms of descriptive analysis, the study found that Starbucks underutilizes its Sina Weibo site compared to its Twitter site; posts more community-related information on Sina Weibo than on Twitter; and provides more action-related information on Twitter than on Weibo. This paper goes on to suggest micro-blogging strategies for multinational companies in the Managerial Implications section and concludes with a discussion on the direction of future research for scholars in this field.
{"title":"A Cross-Cultural Comparison of a Global Brand's Strategies on Micro-Blogging Sites: Sina Weibo vs. Twitter","authors":"Bela Florenthal, M. Chao","doi":"10.4018/IJOM.2016100104","DOIUrl":"https://doi.org/10.4018/IJOM.2016100104","url":null,"abstract":"Micro-blogging platforms have been used increasingly by multinational companies as a marketing tool. Global corporations utilize platforms such as Twitter and Weio, leading micro-blogging sites, and promote their brand equity and increase engagement with their customers. The question is whether they use these platforms strategically, localizing the content and the structure to meet the needs of their target population. This study uses case study content analysis to begin answering this question. Starbucks posts over a one-month period on Twitter in the U.S. and on Sina Weibo in China were analyzed using three existing validated frameworks: descriptive analysis, content classification, and content customization. The results indicate that Starbucks somewhat localizes its posts to its Chinese consumers, in terms of content, symbols, values, and offerings. In terms of descriptive analysis, the study found that Starbucks underutilizes its Sina Weibo site compared to its Twitter site; posts more community-related information on Sina Weibo than on Twitter; and provides more action-related information on Twitter than on Weibo. This paper goes on to suggest micro-blogging strategies for multinational companies in the Managerial Implications section and concludes with a discussion on the direction of future research for scholars in this field.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"34 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127741423","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 study aims to investigate the perceptions of the UAE digital natives regarding web vendors, and online privacy and security, that in turn determine their online shopping intentions. Despite exponential growth in e-commerce in the GCC in general and UAE in particular, and favorable economic and demographic factors, research in this realm is sparse. This study attempts to fill this void. More than 200 respondents aged between 18-30 years are surveyed and data is collected on their perceptions regarding various characteristics of web vendors, online security and privacy, and online shopping intentions. Principal Component Analysis and Binary Logistic Regression is used for dimension reduction and to examine association between the extracted factors and intention to shop online for the target group, respectively. The results highlight the importance of establishing positive brand image and adapting effective and viable privacy protection mechanisms to motivate consumers to shop online and use payment mechanisms other than cash on delivery.
{"title":"Online Shopping: Exploring Perceptions of Digital Natives in the United Arab Emirates","authors":"M. Shoaib, Hameedah Sayani","doi":"10.4018/IJOM.2016100102","DOIUrl":"https://doi.org/10.4018/IJOM.2016100102","url":null,"abstract":"The study aims to investigate the perceptions of the UAE digital natives regarding web vendors, and online privacy and security, that in turn determine their online shopping intentions. Despite exponential growth in e-commerce in the GCC in general and UAE in particular, and favorable economic and demographic factors, research in this realm is sparse. This study attempts to fill this void. More than 200 respondents aged between 18-30 years are surveyed and data is collected on their perceptions regarding various characteristics of web vendors, online security and privacy, and online shopping intentions. Principal Component Analysis and Binary Logistic Regression is used for dimension reduction and to examine association between the extracted factors and intention to shop online for the target group, respectively. The results highlight the importance of establishing positive brand image and adapting effective and viable privacy protection mechanisms to motivate consumers to shop online and use payment mechanisms other than cash on delivery.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"23 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133335856","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 aim of this study is to examine the effect of most important factors of online shopping such as brand, price, and service quality on consumer's e-satisfaction and e-loyalty comparatively. It is for understanding the better online shopping in the Indian e-commerce context. The paper uses thorough literature review of closely related articles to analyze and confirm the conceptual model proposed in the research. The results indicate that Indian consumers are still price sensitive and influenced by branded products and excellent service quality while online shopping. However, service quality directly as well as positively affects both e-satisfaction and e-loyalty. The paper is different of its kind to discuss comparatively to the impact of brand, price and service quality on Indian customer e-satisfaction and e-loyalty. The study shows that the service quality aspects of online shopping websites need to be strengthened to motivate consumers to buy online.
{"title":"E-Satisfaction and E-Loyalty: Two Main Consequences of Online Buying Attributes","authors":"G. Kushwaha, Mukesh Kaushal","doi":"10.4018/IJOM.2016100103","DOIUrl":"https://doi.org/10.4018/IJOM.2016100103","url":null,"abstract":"The aim of this study is to examine the effect of most important factors of online shopping such as brand, price, and service quality on consumer's e-satisfaction and e-loyalty comparatively. It is for understanding the better online shopping in the Indian e-commerce context. The paper uses thorough literature review of closely related articles to analyze and confirm the conceptual model proposed in the research. The results indicate that Indian consumers are still price sensitive and influenced by branded products and excellent service quality while online shopping. However, service quality directly as well as positively affects both e-satisfaction and e-loyalty. The paper is different of its kind to discuss comparatively to the impact of brand, price and service quality on Indian customer e-satisfaction and e-loyalty. The study shows that the service quality aspects of online shopping websites need to be strengthened to motivate consumers to buy online.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128870064","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 intends to understand whether social media helps new product success in the context of customer involvement. The authors present a debate about the opportunities and challenges of using social media in new product development NPD. Through a critical literature review, a conceptual model with a moderation effect is presented. The review is mainly derived from 286 relevant papers published in top-ranked journals between 2005 and 2014. The results suggest that while social media provides an effective and efficient method for collecting information and knowledge about customers' expectations and experiences, it does not necessarily always lead to NPD success. The study shows that hidden customer needs, an advanced evaluation tool, the huge amount of information and a firm's absorptive capacity challenge the use of social media.
{"title":"Does Social Media Really Help?: From Customer Involvement to New Product Success","authors":"Rebecca Liu, Aysegul Eda Kop","doi":"10.4018/IJOM.2016070102","DOIUrl":"https://doi.org/10.4018/IJOM.2016070102","url":null,"abstract":"This paper intends to understand whether social media helps new product success in the context of customer involvement. The authors present a debate about the opportunities and challenges of using social media in new product development NPD. Through a critical literature review, a conceptual model with a moderation effect is presented. The review is mainly derived from 286 relevant papers published in top-ranked journals between 2005 and 2014. The results suggest that while social media provides an effective and efficient method for collecting information and knowledge about customers' expectations and experiences, it does not necessarily always lead to NPD success. The study shows that hidden customer needs, an advanced evaluation tool, the huge amount of information and a firm's absorptive capacity challenge the use of social media.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115021838","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}
Social media communication content has gained a lot of interest in e-commerce literature. The present research note explores the scope of social media communication content across content source and levels of analysis. Based on a comprehensive review of 36 empirical papers spanning a decade 2004-2016, the research in social media content source is divided as user generated and firm generated. The levels of analysis are divided into three groups: users and society, platforms and intermediaries and firms and industries. Subsequently, a grid with six cells is created that has the content source user/firm on one axis and level of analysis on the other. The findings reveal communication content across users and society to be the most researched area, whereas, platforms and intermediaries being the least researched. Further, a set of future research questions are proposed for content in social media across various levels of analysis.
{"title":"User and Firm Generated Content on Online Social Media: A Review and Research Directions","authors":"Abhinita Daiya, Subhadip Roy","doi":"10.4018/IJOM.2016070103","DOIUrl":"https://doi.org/10.4018/IJOM.2016070103","url":null,"abstract":"Social media communication content has gained a lot of interest in e-commerce literature. The present research note explores the scope of social media communication content across content source and levels of analysis. Based on a comprehensive review of 36 empirical papers spanning a decade 2004-2016, the research in social media content source is divided as user generated and firm generated. The levels of analysis are divided into three groups: users and society, platforms and intermediaries and firms and industries. Subsequently, a grid with six cells is created that has the content source user/firm on one axis and level of analysis on the other. The findings reveal communication content across users and society to be the most researched area, whereas, platforms and intermediaries being the least researched. Further, a set of future research questions are proposed for content in social media across various levels of analysis.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133469124","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 world of marketing has changed through the incorporation of electronic means through which new customers and new markets can be reached. As a result, the world of trade and commerce has been revolutionized, revealing new and sometimes less scrupulous ways of dealing in an online marketplace. The article provides three Australian examples each featuring a nexus between e-marketing and fraudulent online transactions in order to gain a deeper appreciation of the darker side that exists to e-marketing. It also explores education and adult learning as means of raising awareness and skills in dealing with harmful e-marketing practices found in occurrences such as Internet fraud.
{"title":"The Role of Education in Breaking the Nexus between e-Marketing and Online Fraud","authors":"Francesco Sofo, Michelle Sofo","doi":"10.4018/IJOM.2016070101","DOIUrl":"https://doi.org/10.4018/IJOM.2016070101","url":null,"abstract":"The world of marketing has changed through the incorporation of electronic means through which new customers and new markets can be reached. As a result, the world of trade and commerce has been revolutionized, revealing new and sometimes less scrupulous ways of dealing in an online marketplace. The article provides three Australian examples each featuring a nexus between e-marketing and fraudulent online transactions in order to gain a deeper appreciation of the darker side that exists to e-marketing. It also explores education and adult learning as means of raising awareness and skills in dealing with harmful e-marketing practices found in occurrences such as Internet fraud.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"86 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117270803","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 research explores the use of the online social media network Pinterest in brand-to-consumer engagement and brand loyalty. The basis of the study was formed upon previous research on brand loyalty, online brand communities, brand experiences, and emotional connections to brands. Brand loyalty is defined in this study as pins, likes, or comments on a post by one of three food brands: Cooking Light, Food Network, and Kraft Foods. Content analyses were conducted over a two-week period to observe the number and types of posts by the three brands and the interaction with their Pinterest followers. It was found that consumers who engage with brands on social networks sites, such as Pinterest, do have positive brand experiences, which has been previously linked to increased brand loyalty.
{"title":"Brand Loyalty and Online Brand Communities: Is Brand Loyalty Being Strengthened Through Social Media?","authors":"Katherine Barnet, S. Ferris","doi":"10.4018/IJOM.2016070104","DOIUrl":"https://doi.org/10.4018/IJOM.2016070104","url":null,"abstract":"This research explores the use of the online social media network Pinterest in brand-to-consumer engagement and brand loyalty. The basis of the study was formed upon previous research on brand loyalty, online brand communities, brand experiences, and emotional connections to brands. Brand loyalty is defined in this study as pins, likes, or comments on a post by one of three food brands: Cooking Light, Food Network, and Kraft Foods. Content analyses were conducted over a two-week period to observe the number and types of posts by the three brands and the interaction with their Pinterest followers. It was found that consumers who engage with brands on social networks sites, such as Pinterest, do have positive brand experiences, which has been previously linked to increased brand loyalty.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125274711","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 tools of Web 2.0 provide opportunities and challenges for the destinations and providers of tourism services to better listen to and understand their current and potential consumers. This article approaches the Social Media, and more specifically Twitter, as a tool for integrated communication with tourism consumers. It takes a strategic and operational marketing perspective to analyze the potential contribution of Twitter, from the point of view of tourism providers. Twitter is regarded as a source of and medium for interactive communication with customers. Therefore, the main aim of this study is to examine and suggest the ways in which tourism destinations and businesses could take advantage of Twitter as a channel of interactive communication and constructive dialogue. More specifically, it examines the potential contribution and possible uses of Twitter by tourism businesses in acquiring customer feedback.
Web 2.0的工具为目的地和旅游服务提供商提供了机遇和挑战，以更好地倾听和了解他们当前和潜在的消费者。本文探讨了社交媒体，更具体地说是Twitter，作为与旅游消费者进行整合沟通的工具。从旅游供应商的角度出发，需要从战略和运营营销的角度来分析Twitter的潜在贡献。Twitter被视为与客户互动沟通的来源和媒介。因此，本研究的主要目的是研究并提出旅游目的地和企业可以利用Twitter作为互动沟通和建设性对话渠道的方法。更具体地说，它考察了旅游企业在获取客户反馈方面的潜在贡献和Twitter的可能用途。
{"title":"The Potential Contribution and Uses of Twitter by Tourism Businesses and Destinations","authors":"M. Sotiriadis","doi":"10.4018/IJOM.2016040105","DOIUrl":"https://doi.org/10.4018/IJOM.2016040105","url":null,"abstract":"The tools of Web 2.0 provide opportunities and challenges for the destinations and providers of tourism services to better listen to and understand their current and potential consumers. This article approaches the Social Media, and more specifically Twitter, as a tool for integrated communication with tourism consumers. It takes a strategic and operational marketing perspective to analyze the potential contribution of Twitter, from the point of view of tourism providers. Twitter is regarded as a source of and medium for interactive communication with customers. Therefore, the main aim of this study is to examine and suggest the ways in which tourism destinations and businesses could take advantage of Twitter as a channel of interactive communication and constructive dialogue. More specifically, it examines the potential contribution and possible uses of Twitter by tourism businesses in acquiring customer feedback.","PeriodicalId":308658,"journal":{"name":"Int. J. Online Mark.","volume":"30 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":"132557090","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}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：