TaeWoo Kim, Umair Usman, Aaron Garvey, Adam Duhachek
{"title":"Artificial Intelligence in Marketing and Consumer Behavior Research","authors":"TaeWoo Kim, Umair Usman, Aaron Garvey, Adam Duhachek","doi":"10.1561/1700000078","DOIUrl":"https://doi.org/10.1561/1700000078","url":null,"abstract":"","PeriodicalId":43587,"journal":{"name":"Foundations and Trends in Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135910141","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}
{"title":"Aesthetics in Marketing","authors":"Henrik Hagtvedt","doi":"10.1561/1700000082","DOIUrl":"https://doi.org/10.1561/1700000082","url":null,"abstract":"","PeriodicalId":43587,"journal":{"name":"Foundations and Trends in Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135560683","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}
{"title":"Brands: An Integrated Marketing, Finance, and Societal Perspective","authors":"B. Calder","doi":"10.1561/1700000064","DOIUrl":"https://doi.org/10.1561/1700000064","url":null,"abstract":"","PeriodicalId":43587,"journal":{"name":"Foundations and Trends in Marketing","volume":null,"pages":null},"PeriodicalIF":1.0,"publicationDate":"2020-11-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88684307","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}
Crowdfunding is the practice of seeking support from a large number of backers, each funding a small amount, in order to reach a specific funding goal. This monograph examines: (1) the field of crowdfunding, (2) how it has evolved, (3) the impact crowdfunding has on the fields of innovation, marketing and finance and (4) the factors that can affect crowdfunding outcomes. We view crowdfunding as complementary and transformative, increasing the efficiency of several existing processes such as idea generation and testing, fund raising and collection. We combine practitioner perspectives and research findings to provide insights on this subject. We explore the crowdfunding ecosystem and the role that project creators, backers and the platform play in the entire crowdfunding process. We provide a comprehensive review of current academic research in crowdfunding that focus on three key components of the crowdfunding process: (1) project design and description, (2) project creator and backer characteristics and (3) platform design and architecture, and explore how different properties of these crowdfunding components impact the crowdfunding process and affect crowdfunding outcomes. We further provide an overview of new developments in crowdfunding (such as new crowdfunding models) and suggest trends (such as privacy issues) that may shape the crowdfunding ecosystem in the future.
{"title":"Crowdfunding Platforms: Ecosystem and Evolution","authors":"Yee Heng Tan, S. Reddy","doi":"10.1561/1700000061","DOIUrl":"https://doi.org/10.1561/1700000061","url":null,"abstract":"Crowdfunding is the practice of seeking support from a large number of backers, each funding a small amount, in order to reach a specific funding goal. This monograph examines: (1) the field of crowdfunding, (2) how it has evolved, (3) the impact crowdfunding has on the fields of innovation, marketing and finance and (4) the factors that can affect crowdfunding outcomes. We view crowdfunding as complementary and transformative, increasing the efficiency of several existing processes such as idea generation and testing, fund raising and collection. We combine practitioner perspectives and research findings to provide insights on this subject. We explore the crowdfunding ecosystem and the role that project creators, backers and the platform play in the entire crowdfunding process. We provide a comprehensive review of current academic research in crowdfunding that focus on three key components of the crowdfunding process: (1) project design and description, (2) project creator and backer characteristics and (3) platform design and architecture, and explore how different properties of these crowdfunding components impact the crowdfunding process and affect crowdfunding outcomes. We further provide an overview of new developments in crowdfunding (such as new crowdfunding models) and suggest trends (such as privacy issues) that may shape the crowdfunding ecosystem in the future.","PeriodicalId":43587,"journal":{"name":"Foundations and Trends in Marketing","volume":null,"pages":null},"PeriodicalIF":1.0,"publicationDate":"2020-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78970745","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}
Personal selling represents one of the most important elements in the marketing mix, and appropriate management of the sales force is vital to achieving the organization’s objectives. Among the various instruments of sales management, compensation plays a pivotal role in motivating and incentivizing sales agents. This monograph reviews the evolution of research in sales compensation and discusses future trends and opportunities. Specifically, it examines the managerial relevance of the theoretical foundations, discussing the underlying reasons for their applicability (or lack thereof) in practice. Furthermore, the monograph surveys recent empirical methods—including field experiments and structural econometrics—that are practical for analyzing sales agents’ behavior under various compensation systems. It also discusses prominent areas of future research in the midst of a changing sales environment. In particular, this monograph sheds light on how the use of big data, machine learning, and artificial intelligence can affect sales strategy formulation and, thus, sales compensation systems to better motivate and incentivize an organization’s sales force.
{"title":"A Practical Approach to Sales Compensation: What Do We Know Now? What Should We Know in the Future?","authors":"Doug J. Chung, Byungyeon Kim, Niladri B. Syam","doi":"10.1561/1700000063","DOIUrl":"https://doi.org/10.1561/1700000063","url":null,"abstract":"Personal selling represents one of the most important elements in the marketing mix, and appropriate management of the sales force is vital to achieving the organization’s objectives. Among the various instruments of sales management, compensation plays a pivotal role in motivating and incentivizing sales agents. This monograph reviews the evolution of research in sales compensation and discusses future trends and opportunities. Specifically, it examines the managerial relevance of the theoretical foundations, discussing the underlying reasons for their applicability (or lack thereof) in practice. Furthermore, the monograph surveys recent empirical methods—including field experiments and structural econometrics—that are practical for analyzing sales agents’ behavior under various compensation systems. It also discusses prominent areas of future research in the midst of a changing sales environment. In particular, this monograph sheds light on how the use of big data, machine learning, and artificial intelligence can affect sales strategy formulation and, thus, sales compensation systems to better motivate and incentivize an organization’s sales force.","PeriodicalId":43587,"journal":{"name":"Foundations and Trends in Marketing","volume":null,"pages":null},"PeriodicalIF":1.0,"publicationDate":"2020-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77997552","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 and performance data often include measures repeated over time. Time-series models are uniquely suited to capture the time dependence of both a criterion variable and predictor variables, and how they relate to each other over time. The objective of this monograph is to give you a foundation in these models and to enable you to apply them to your own research domain of interest. To this end, we will discuss both the underlying perspectives and differences between alternative models, and the practical issues with testing, model choice, model estimation and interpretation common in empirical research. This combination of marketing phenomena and modeling philosophy sets this work apart from previous treatments on the broader topic of econometics and time series analysis in marketing.
{"title":"Modeling Dynamic Relations Among Marketing and Performance Metrics","authors":"K. Pauwels","doi":"10.1561/1700000054","DOIUrl":"https://doi.org/10.1561/1700000054","url":null,"abstract":"Marketing and performance data often include measures repeated over time. Time-series models are uniquely suited to capture the time dependence of both a criterion variable and predictor variables, and how they relate to each other over time. The objective of this monograph is to give you a foundation in these models and to enable you to apply them to your own research domain of interest. To this end, we will discuss both the underlying perspectives and differences between alternative models, and the practical issues with testing, model choice, model estimation and interpretation common in empirical research. This combination of marketing phenomena and modeling philosophy sets this work apart from previous treatments on the broader topic of econometics and time series analysis in marketing.","PeriodicalId":43587,"journal":{"name":"Foundations and Trends in Marketing","volume":null,"pages":null},"PeriodicalIF":1.0,"publicationDate":"2018-12-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87284475","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}
Altogether, when designing sales force compensation, decision makers are faced with a complex issue involving many variables, some of which are unobservable, interdependent, or uncertain. Moreover, compensation is often viewed as salespeople's primary motivator and in many corporations, it is the dominant sales expense. The objective of this monograph is to review the many insights provided by empirical research to date, some of which are just emerging in the marketing literature. We first discuss how plans should be designed according to the dominant research stream and contrast research findings with actual sales force compensation policies. Then, we highlight topics related to sales force compensation that are notably under-researched and show how taking them into account will enrich knowledge on compensation. Finally, we conclude with future trends in sales force compensation.
{"title":"Sales Force Compensation: Trends and Research Opportunities","authors":"D. Rouziès, V. Onyemah","doi":"10.1561/1700000046","DOIUrl":"https://doi.org/10.1561/1700000046","url":null,"abstract":"Altogether, when designing sales force compensation, decision makers are faced with a complex issue involving many variables, some of which are unobservable, interdependent, or uncertain. Moreover, compensation is often viewed as salespeople's primary motivator and in many corporations, it is the dominant sales expense. The objective of this monograph is to review the many insights provided by empirical research to date, some of which are just emerging in the marketing literature. We first discuss how plans should be designed according to the dominant research stream and contrast research findings with actual sales force compensation policies. Then, we highlight topics related to sales force compensation that are notably under-researched and show how taking them into account will enrich knowledge on compensation. Finally, we conclude with future trends in sales force compensation.","PeriodicalId":43587,"journal":{"name":"Foundations and Trends in Marketing","volume":null,"pages":null},"PeriodicalIF":1.0,"publicationDate":"2018-11-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72762804","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}
In the current age of information and big data, consumer informational privacy has become an important issue in marketing. Besides being worried about the growing collection, storage, and use of personal information, consumers are anxious about a lack of transparency or control over their personal data. Despite these growing concerns, understanding of how firms’ privacy practices affect consumers remains limited. We review the relevant literature on consumer privacy from a marketing perspective and summarize current knowledge about how information collection, information storage, information use, transparency, and control influence consumers’ behavior. In addition, we discuss to what extent the influence of firms’ privacy practices differs between firms, consumers, and environments. On the basis of this knowledge, we formulate several hypotheses aimed at providing direction for future research regarding the role of consumer informational privacy in marketing.
{"title":"Consumer Informational Privacy: Current Knowledge and Research Directions","authors":"F. T. Beke, Felix Eggers, P. Verhoef","doi":"10.1561/1700000057","DOIUrl":"https://doi.org/10.1561/1700000057","url":null,"abstract":"In the current age of information and big data, consumer informational privacy has become an important issue in marketing. Besides being worried about the growing collection, storage, and use of personal information, consumers are anxious about a lack of transparency or control over their personal data. Despite these growing concerns, understanding of how firms’ privacy practices affect consumers remains limited. We review the relevant literature on consumer privacy from a marketing perspective and summarize current knowledge about how information collection, information storage, information use, transparency, and control influence consumers’ behavior. In addition, we discuss to what extent the influence of firms’ privacy practices differs between firms, consumers, and environments. On the basis of this knowledge, we formulate several hypotheses aimed at providing direction for future research regarding the role of consumer informational privacy in marketing.","PeriodicalId":43587,"journal":{"name":"Foundations and Trends in Marketing","volume":null,"pages":null},"PeriodicalIF":1.0,"publicationDate":"2018-07-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89823139","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}
A. Venkatesh, David Crockett, Samantha N. N. Cross, Steven Chen
This is intended to assist researchers in employing ethnographic methods in marketing and consumer research. It is our response to the demands of practitioners, students, and academics who want to know more about ethnographic research, but who may not have had a formal training or exposure. Ethnographic research is an instantiation of what is sometimes referred to as interpretive research. Ethnography is increasingly used to explore marketing and consumer issues, designing products, services and systems that improve people’s daily lives. We offer a step-by-step approach to conducting ethnography in business and consumer settings with some examples. We also provide a framework and some general principles.
{"title":"Ethnography for Marketing and Consumer Research","authors":"A. Venkatesh, David Crockett, Samantha N. N. Cross, Steven Chen","doi":"10.1561/1700000043","DOIUrl":"https://doi.org/10.1561/1700000043","url":null,"abstract":"This is intended to assist researchers in employing ethnographic methods in marketing and consumer research. It is our response to the demands of practitioners, students, and academics who want to know more about ethnographic research, but who may not have had a formal training or exposure. Ethnographic research is an instantiation of what is sometimes referred to as interpretive research. Ethnography is increasingly used to explore marketing and consumer issues, designing products, services and systems that improve people’s daily lives. We offer a step-by-step approach to conducting ethnography in business and consumer settings with some examples. We also provide a framework and some general principles.","PeriodicalId":43587,"journal":{"name":"Foundations and Trends in Marketing","volume":null,"pages":null},"PeriodicalIF":1.0,"publicationDate":"2017-01-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"82087801","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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