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Integrating AI-driven marketing analytics techniques into the classroom: pedagogical strategies for enhancing student engagement and future business success 将人工智能驱动的营销分析技术融入课堂:提高学生参与度和未来商业成功的教学策略
IF 3 Q2 BUSINESS Pub Date : 2024-01-27 DOI: 10.1057/s41270-023-00281-z
Kamaal Allil

This paper outlines a practical pedagogical framework for integrating AI-driven analytics into marketing education, tailored to equip students for the fast-evolving industry. Central to this approach is an iterative model that adapts teaching strategies to keep pace with technological advancements and industry demands. The framework emphasizes practical application, steering curriculum development towards the inclusion of AI tools like machine learning and predictive analytics, and crafting experiential learning opportunities. A focused examination of current teaching methods reveals gaps and introduces actionable solutions for fostering analytical skills essential for the AI-enhanced marketing landscape. The model not only advocates for a balance between theory and practice but also addresses challenges such as resource accessibility and the necessity of ethical considerations in AI education. By promoting interdisciplinary collaboration and continual curriculum refreshment, the paper positions the model as an essential blueprint for nurturing future marketing professionals capable of leveraging AI analytics for strategic decision-making. The conclusion calls for academia-industry partnerships to further enrich marketing education and underscores the importance of this framework in preparing students for successful careers in AI-driven marketing.

本文概述了将人工智能驱动的分析技术融入市场营销教育的实用教学框架,旨在让学生为快速发展的行业做好准备。这种方法的核心是一个迭代模型,它能调整教学策略,跟上技术进步和行业需求的步伐。该框架强调实际应用,引导课程开发纳入机器学习和预测分析等人工智能工具,并精心设计体验式学习机会。对当前教学方法的重点检查揭示了差距,并为培养人工智能增强型营销所必需的分析技能提出了可行的解决方案。该模式不仅倡导理论与实践之间的平衡,还解决了人工智能教育中资源可获取性和道德考量必要性等挑战。通过促进跨学科合作和不断更新课程,论文将该模式定位为培养未来营销专业人才的重要蓝图,这些人才能够利用人工智能分析进行战略决策。结论呼吁学术界与产业界合作,进一步丰富市场营销教育,并强调了这一框架在培养学生成功从事人工智能驱动的市场营销职业方面的重要性。
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引用次数: 0
Analytics for all marketing majors: sparking interest in the uninterested 面向所有市场营销专业的分析:激发不感兴趣者的兴趣
IF 3 Q2 BUSINESS Pub Date : 2024-01-22 DOI: 10.1057/s41270-023-00283-x
Rebecca Dingus, Hulda G. Black, Nicole A. Flink

Marketing analytics has an impact on the role of every marketer in some way. However, faculty members often face challenges when recruiting students for courses focused on analytics, and many marketing students tend to avoid quantitative courses due to fear and hesitation. The lack of marketing pedagogy with classroom activities designed to help educators showcase marketing analytics as engaging, interesting, and practical adds to the problem. To meet this need, this paper presents a classroom activity focused on building interest in marketing analytics, designed to be completed in a single-class period in any marketing course by any instructor, regardless of expertise in analytics. Administered in four different marketing courses at three universities, results show that students experienced a significant increase in their awareness of, interest in, and excitement for marketing analytics. Students also experienced a significant decrease in how intimidating they perceive analytics to be. Qualitative comments provide more detail related to fears or hesitations that were lessened by the course activity. Overall, the results support that this activity provided students with a significant increase in their awareness of, interest in, and excitement for marketing analytics.

营销分析在某种程度上影响着每个营销人员的角色。然而,教师在招收学生学习以分析为重点的课程时往往面临挑战,许多市场营销专业的学生由于恐惧和犹豫而倾向于回避定量课程。市场营销教学法中缺乏旨在帮助教育者展示市场营销分析引人入胜、生动有趣和实用性的课堂活动,这也加剧了问题的严重性。为了满足这一需求,本文介绍了一个以培养学生对营销分析的兴趣为重点的课堂活动,该活动可由任何讲师在任何营销课程的单课时内完成,与分析方面的专业知识无关。该活动在三所大学的四门不同的市场营销课程中开展,结果显示,学生们对市场营销分析的认识、兴趣和兴奋度都有显著提高。学生对分析的畏惧感也明显下降。定性评论提供了更多与恐惧或犹豫有关的细节,这些恐惧或犹豫在课程活动中得到了缓解。总之,结果证明,该活动显著提高了学生对营销分析的认识、兴趣和兴奋度。
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引用次数: 0
Interview completed: the application of survival analysis to detect factors influencing response rates in online surveys 完成访谈:应用生存分析检测在线调查中影响回复率的因素
IF 3 Q2 BUSINESS Pub Date : 2024-01-18 DOI: 10.1057/s41270-023-00282-y
Ákos Münnich, Mátyás Kocsis, Mark C. Mainwaring, István Fónagy, Jenő Nagy

Marketing interviews are widely used to acquire information on the behaviour, satisfaction, and/or needs of customers. Although online surveys are broadly available, one of the major challenges is to collect high-quality data, which is fundamental for marketing. Since online surveys are mostly unsupervised, the possibility of providing false answers is high, and large numbers of participants do not finish interviews, yet our understanding of the reasons behind this pattern remains unclear. Here, we examined the possible factors influencing response rates and aimed to investigate the impact of technical and demographic information on the probability of interview completion rates of multiple surveys. We applied survival analysis and proportional hazards models to statistically evaluate the associations between the probability of survey completion and the technical and demographic information of the respondents. More complex surveys had lower completion probabilities, although survey completion was increased when respondents used desktop computers and not mobile devices, and when surveys were translated to their native language. Meanwhile, age and gender did not influence completion rates, but the pool of respondents invited to complete the survey did affect completion rates. These findings can be used to improve online surveys to achieve higher completion rates and collect more accurate data.

营销访谈被广泛用于获取有关客户行为、满意度和/或需求的信息。虽然在线调查已广泛应用,但其中一个主要挑战是如何收集高质量的数据,而这正是市场营销的基础。由于在线调查大多不受监督,提供虚假答案的可能性很高,大量参与者没有完成访谈,但我们对这种模式背后的原因仍不清楚。在此,我们研究了影响回复率的可能因素,并旨在调查技术和人口统计信息对多次调查中访谈完成率概率的影响。我们采用生存分析和比例危险模型对调查完成概率与受访者的技术和人口信息之间的关联进行了统计评估。尽管当受访者使用台式电脑而非移动设备时,以及当调查问卷被翻译成受访者的母语时,调查问卷的完成率会有所提高,但越复杂的调查问卷完成概率越低。同时,年龄和性别对完成率没有影响,但受邀完成调查的受访者群体却影响了完成率。这些发现可用于改进在线调查,以提高完成率并收集更准确的数据。
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引用次数: 0
Efficacy of the Net Promoter Score in predicting online MBA students' intentions to give back to their alma mater 净促进者得分在预测在线 MBA 学生回馈母校意愿方面的功效
IF 3 Q2 BUSINESS Pub Date : 2024-01-17 DOI: 10.1057/s41270-023-00280-0
Ali Kara, John E. Spillan, Christine Bell

The Net Promoter Score (NPS) is a popular tool for assessing for-profit organizations’ customer loyalty and future growth to assess customer loyalty and future growth in for-profit organizations. However, its application in higher education has been limited, especially in examining its relationship with the alumni’s desire to give back to the university. To address this gap, we investigate the relationship between NPS and desire of online MBA students’ to give back to their alma mater. We also investigate the factors influencing online MBA students’ college experience and satisfaction, examine how those factors impact their propensity to recommend the academic institution to their friends. Our analysis is based on survey data from 306 online MBA students at a mid-sized state university in the U.S. Upon calculating the NPS, 15 detractors, 58 passives, and 162 promoters were identified and categorized. Results show that classes and financial aid staff were the most influential factors in the likelihood of recommendation. Statistical analysis shows that the promoters, compared to detractors, were 2 to 14 times more likely to give back to their alma mater. Recommendations were provided to assist university administrators.

净促进者得分(NPS)是评估营利组织客户忠诚度和未来增长的一种流行工具,用于评估营利组织的客户忠诚度和未来增长。然而,它在高等教育中的应用却很有限,尤其是在研究其与校友回馈大学的意愿之间的关系方面。为了弥补这一不足,我们研究了 NPS 与在线 MBA 学生回馈母校的愿望之间的关系。我们还调查了影响在线 MBA 学生大学体验和满意度的因素,研究了这些因素如何影响他们向朋友推荐学术机构的倾向。我们的分析基于对美国一所中等规模州立大学 306 名在线 MBA 学生的调查数据。在计算 NPS 时,我们识别并归类出了 15 名减损者、58 名被动者和 162 名促进者。结果显示,课程和财务资助人员是对推荐可能性影响最大的因素。统计分析显示,与反感者相比,促进者回馈母校的可能性要高出 2 到 14 倍。这些建议可为大学管理人员提供帮助。
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引用次数: 0
Drivers and consequences of consumer alienation in the French retail banking sector 法国零售银行业消费者疏远的驱动因素和后果
IF 3 Q2 BUSINESS Pub Date : 2024-01-13 DOI: 10.1057/s41270-023-00272-0
Souheila Kaabachi, Selima Ben Mrad, Ahmed Anis Charfi, Monyédodo Régis Kpossa, Bay O’ Leary

The value co-destruction process has been heavily studied in recent years. However, most studies have focused on the value of co-destruction's emotional and behavioral consequences without considering its psychological impact on consumer behavior. This study bridges this research gap by examining consumer alienation as a fundamental psychological state that underpins the value co-destruction process. Its primary objective is to delve into the significance of alienation within retail banking, uncovering its underlying causes and consequences. Furthermore, the study examines how the external locus of control affects the behavior of alienated consumers. The data were collected from 211 French retail bank users. Structural Equation Modeling was used to test the hypotheses. The study showed that consumers’ discontent, perceived differential treatment, and financial distress lead to value destruction and influence consumer alienation toward retail banking service providers. A high level of alienation leads to payment delinquency, negative WOM, and switching intentions to internet-only banks. The external locus of control moderates these relationships. By identifying the antecedents and consequences of consumer alienation in retail banking, this study provides practical advice to retail banking providers on retroactively identifying alienated consumers. This study provides ideas on restoring lost value, retaining customers, and preventing them from switching to internet-only banks. Our research enriches the Service-Dominant Logic theory by exploring the role of consumer alienation on the value co-destruction process. It enhances the understanding of consumer alienation in retail banking.

近年来,人们对价值共损过程进行了大量研究。然而,大多数研究都集中于价值共毁的情感和行为后果,而没有考虑其对消费者行为的心理影响。本研究弥补了这一研究空白,将消费者疏离作为支撑价值共毁过程的一种基本心理状态进行研究。研究的主要目的是深入探讨零售银行业务中疏离感的重要意义,揭示其根本原因和后果。此外,研究还探讨了外部控制源如何影响异化消费者的行为。数据收集自 211 名法国零售银行用户。研究采用结构方程模型对假设进行了检验。研究表明,消费者的不满情绪、感知到的差别待遇和财务困境会导致价值破坏,并影响消费者对零售银行服务提供商的疏离感。高度的疏离感会导致支付拖欠、负面 WOM 以及转向纯互联网银行的意向。外部控制源调节了这些关系。通过识别零售银行业务中消费者疏离感的前因后果,本研究为零售银行业务提供商追溯识别疏离感消费者提供了实用建议。本研究为恢复失去的价值、留住客户以及防止他们转向纯互联网银行提供了思路。我们的研究通过探讨消费者异化在价值共毁过程中的作用,丰富了服务主导逻辑理论。它加深了人们对零售银行业务中消费者疏离感的理解。
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引用次数: 0
Time analysis of online consumer behavior by decision trees, GUHA association rules, and formal concept analysis 通过决策树、GUHA 关联规则和形式概念分析对在线消费者行为进行时间分析
IF 3 Q2 BUSINESS Pub Date : 2024-01-09 DOI: 10.1057/s41270-023-00274-y

Abstract

Data analytics plays a significant role within the context of the digital business landscape, particularly concerning online sales, aiming to enhance understanding of customer behaviors in the online realm. We review the recent perspectives and empirical findings from several years of scholarly investigation. Furthermore, we propose combining computational methods to scrutinize online customer behavior. We apply the decision tree construction, GUHA (General Unary Hypotheses Automaton) association rules, and Formal concept analysis for the input dataset of 9123 orders (transactions) of sports nutrition, healthy foods, fitness clothing, and accessories. Data from 2014 to 2021, covering eight years, are employed. We present the empirical discoveries, engage in a critical discourse concerning these findings, and delineate the constraints inherent in the research process. The decision tree for classification of the year’s fourth quarter implies that the most important attributes are country, gross profit category, and delivery. The classification of the morning time implies that the most important attributes are gender and country. Thus, the potential marketing strategies can include heterogeneous conditions for men and women based on these findings. Analyzing the identified groups of customers by concept lattices and GUHA association rules can be valuable for targeted marketing, personalized recommendations, or understanding customer preferences.

摘要 数据分析在数字商业领域发挥着重要作用,尤其是在在线销售方面,其目的是加深对在线领域客户行为的了解。我们回顾了近几年学术研究的最新观点和实证结果。此外,我们还建议结合计算方法来仔细研究在线客户行为。我们应用决策树构建、GUHA(General Unary Hypotheses Automaton,通用单值假设自动机)关联规则和形式概念分析,对输入数据集(9123 个运动营养品、健康食品、健身服装和配件订单(交易))进行了分析。采用的数据从 2014 年到 2021 年,涵盖八年时间。我们介绍了实证发现,对这些发现进行了批判性讨论,并划定了研究过程中固有的限制因素。对当年第四季度进行分类的决策树表明,最重要的属性是国家、毛利类别和交付。上午时间的分类意味着最重要的属性是性别和国家。因此,基于这些发现,潜在的营销战略可以包括针对男性和女性的不同条件。通过概念网格和 GUHA 关联规则对已识别的客户群体进行分析,对于有针对性的营销、个性化推荐或了解客户偏好都很有价值。
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引用次数: 0
The influence of brand credibility and brand loyalty on customer satisfaction and continued use intention in new voice assistance services based on AI 品牌可信度和品牌忠诚度对基于人工智能的新型语音辅助服务的客户满意度和持续使用意愿的影响
IF 3 Q2 BUSINESS Pub Date : 2024-01-09 DOI: 10.1057/s41270-023-00278-8
Luis Matosas-López

The use of Voice Assistance Systems based on Artificial Intelligence (VASAI) -such as Siri, Alexa, and many others- is becoming more and more popular; however, studies on this topic are still scarce. One of the topics that has only been tangentially addressed is the impact of brand-related issues (such as brand credibility and brand loyalty) on customer satisfaction and continued use intention of VASAI. The present study addresses this topic by postulating a structural model for its evaluation. The author's structural model also examines the influence of system quality constructs (system stability, system agility, and anthropomorphism), and information quality constructs (information exhaustiveness or information up-to-datedness) as independent variables. The researcher uses a questionnaire, based on previous literature, which is administered to a sample of 651 participants. The proposed structural model is evaluated by applying PLS-SEM analysis. The results show that brand credibility influences the constructs of customer satisfaction (β = 0.289/p-value < 0.001) and continued use intention (β = 0.304/p-value < 0.001). Similarly, the findings indicate that brand loyalty has a moderating effect on the relationships between brand credibility and consumer satisfaction, on the one hand, and brand credibility and continued use intention, on the other. In view of the results, the author concludes that some brand-related constructs have an impact on customer satisfaction and intention to continue using VASAI, indicating the critical importance of brand management for the success and future development of these technologies.

基于人工智能的语音辅助系统(VASAI)--如 Siri、Alexa 等--的使用正变得越来越流行;然而,有关这一主题的研究仍然很少。与品牌相关的问题(如品牌可信度和品牌忠诚度)对客户满意度和继续使用 VASAI 的意愿的影响是其中一个仅被略微涉及的主题。本研究针对这一主题,提出了一个评估结构模型。作者的结构模型还研究了作为自变量的系统质量建构(系统稳定性、系统敏捷性和拟人化)和信息质量建构(信息详尽度或信息更新度)的影响。研究人员根据以往的文献,对 651 名参与者进行了问卷调查。通过 PLS-SEM 分析,对提出的结构模型进行了评估。结果表明,品牌可信度影响顾客满意度(β = 0.289/p-value<0.001)和持续使用意向(β = 0.304/p-value<0.001)。同样,研究结果表明,品牌忠诚度一方面对品牌可信度与消费者满意度之间的关系有调节作用,另一方面对品牌可信度与持续使用意向之间的关系也有调节作用。鉴于上述结果,作者得出结论,一些与品牌相关的建构对客户满意度和继续使用 VASAI 的意向有影响,这表明品牌管理对这些技术的成功和未来发展至关重要。
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引用次数: 0
How luxury fashion brands leverage TikTok to captivate young consumers: an exploratory investigation using video analytics 奢侈时尚品牌如何利用 TikTok 吸引年轻消费者:利用视频分析进行的探索性调查
IF 3 Q2 BUSINESS Pub Date : 2024-01-06 DOI: 10.1057/s41270-023-00276-w

Abstract

Fashion brands including luxury brands are embracing TikTok to access young consumers, but there is a notable absence of research on how luxury fashion brands can leverage TikTok. Video analytics is crucial for understanding marketing communications via TikTok, a video-based social media platform. This study aims to examine how luxury brands establish their presence and effectively attract and engage with young consumers on TikTok through social media video analytics. A multiple case study approach was employed on the selected four luxury fashion brands. Data were collected from the selected brands’ official accounts, endorsed users’ accounts, and related hashtag links on TikTok. A three-stage content analysis of social media video analytics was conducted. The common and customized strategies employed across the selected brands on TikTok were identified, respectively. The findings revealed that young consumers prefer high-quality videos regarding branding messages, branded challenges, and influencers-led branded content. A consumer-brand engagement framework was proposed based on the data analysis. This research contributes to understanding how TikTok benefits the fashion industry and offers theoretical and practical insights for fashion brands to better harness TikTok. This study represents a pioneering endeavor in exploring social media video analytics, contributing to the advancement of marketing analytics literature.

摘要 包括奢侈品牌在内的时尚品牌正在利用 TikTok 来接触年轻消费者,但关于奢侈时尚品牌如何利用 TikTok 的研究却明显不足。视频分析对于了解通过基于视频的社交媒体平台 TikTok 进行营销传播至关重要。本研究旨在探讨奢侈品牌如何通过社交媒体视频分析在 TikTok 上建立自己的存在感,并有效地吸引和吸引年轻消费者。对选定的四个奢侈时尚品牌采用了多重案例研究方法。数据收集自所选品牌的官方账户、认可用户的账户以及 TikTok 上的相关标签链接。对社交媒体视频分析进行了三阶段内容分析。分别确定了所选品牌在 TikTok 上采用的共同策略和定制策略。研究结果表明,年轻消费者更喜欢有关品牌信息、品牌挑战和影响者主导的品牌内容的高质量视频。根据数据分析提出了消费者-品牌参与框架。本研究有助于了解 TikTok 如何使时尚产业受益,并为时尚品牌更好地利用 TikTok 提供了理论和实践见解。本研究是探索社交媒体视频分析的一项开创性工作,有助于推动营销分析文献的发展。
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引用次数: 0
An investigation of selected UTAUT constructs and consumption values of Gen Z and Gen X for mobile banking services and behavioral intentions to facilitate the adoption of mobile apps 对选定的UTAUT结构、Z一代和X一代对移动银行服务的消费价值观以及促进采用移动应用程序的行为意向的调查
IF 3 Q2 BUSINESS Pub Date : 2023-12-20 DOI: 10.1057/s41270-023-00271-1
Konstantinos Dendrinos, George Spais

This study aims to analyze the impact of consumption values on the adoption of NBG’s mobile banking services and the role of customers’ motivation and app adoption in this process. The study reveals users’ attitudes and behavior towards mobile banking by establishing significant connections between selected UTAUT constructs. Based on a critical case of the m-banking services of a leading Greek financial institution, we gathered 418 full-answered questionnaires from a convenience sample of 654 customers to test 18 research hypotheses. The research results confirm that the three selected UTAUT constructs, are antecedents of behavioral intention, supporting the initial assumption. This study analyzes the factors that drive the adoption and usage of mobile banking apps, providing valuable insights for marketing academia and managers.

本研究旨在分析消费价值观对采用 NBG 移动银行服务的影响,以及客户动机和应用程序采用在这一过程中的作用。研究通过建立选定的UTAUT结构之间的重要联系,揭示了用户对移动银行的态度和行为。基于希腊一家领先金融机构移动银行服务的关键案例,我们从 654 位客户的便利样本中收集了 418 份完整回答的问卷,以检验 18 个研究假设。研究结果证实,所选的三个UTAUT 构造是行为意向的前因,支持了最初的假设。本研究分析了推动采纳和使用手机银行应用程序的因素,为营销学术界和管理者提供了有价值的见解。
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引用次数: 0
Advanced marketing analytics using partial least squares structural equation modeling (PLS-SEM) 利用偏最小二乘结构方程模型(PLS-SEM)进行高级营销分析
IF 3 Q2 BUSINESS Pub Date : 2023-12-16 DOI: 10.1057/s41270-023-00279-7
M. Sarstedt, Yide Liu
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引用次数: 0
期刊
Journal of Marketing Analytics
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