Personalized search algorithms produce results that are both topically relevant and ranked by their general popularity and individual fit to users’ previous searches and choices. New choices from such tailored lists feed back into the algorithms, over time creating content echo chambers, where content exposure is increasingly biased toward users’ and their friends’ interests and views. We create an online search environment for TED Talks, where topic and popularity are separately controlled, and study the relationship between users’ characteristics and their reliance on own interests vs. crowd-based popularity sorting in content exploration. In topic-based searches, we randomly block/show popularity information to examine its impact on the tendency to explore. We find that high levels of sociability, previous experience with similar content, and a younger age are associated with an increased susceptibility to echo chambers, represented by little to no exploration and popularity sorting prior to content choice. Opinion leaders may alleviate echo chambers in their social circles as they conduct more topic-based exploration and exhibit lower popularity reliance. Showing popularity information increases opinion leaders’ popularity sorting, but does not impact non-leaders’ exploration. Our findings identify users’ echo chamber risk factors, and suggest that reducing the salience of popularity information may contribute to more balanced content exposure facilitated by opinion leaders.
{"title":"Online Exploration When Search Topic and Popularity Ranking Are Decoupled: Insights on Echo Chambers","authors":"Sagit Bar-Gill, Neil Gandal","doi":"10.2139/ssrn.3017442","DOIUrl":"https://doi.org/10.2139/ssrn.3017442","url":null,"abstract":"Personalized search algorithms produce results that are both topically relevant and ranked by their general popularity and individual fit to users’ previous searches and choices. New choices from such tailored lists feed back into the algorithms, over time creating content echo chambers, where content exposure is increasingly biased toward users’ and their friends’ interests and views. We create an online search environment for TED Talks, where topic and popularity are separately controlled, and study the relationship between users’ characteristics and their reliance on own interests vs. crowd-based popularity sorting in content exploration. In topic-based searches, we randomly block/show popularity information to examine its impact on the tendency to explore. We find that high levels of sociability, previous experience with similar content, and a younger age are associated with an increased susceptibility to echo chambers, represented by little to no exploration and popularity sorting prior to content choice. Opinion leaders may alleviate echo chambers in their social circles as they conduct more topic-based exploration and exhibit lower popularity reliance. Showing popularity information increases opinion leaders’ popularity sorting, but does not impact non-leaders’ exploration. Our findings identify users’ echo chamber risk factors, and suggest that reducing the salience of popularity information may contribute to more balanced content exposure facilitated by opinion leaders.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"17 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-08-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122917886","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}
Serving the remote rural consumers of the emerging economies like India have always been a challenge for marketers. Similarly, researchers have often found that the conventional tools used in the urban areas are not easily adaptable to the rural context. Growing importance of the emerging markets in general and their rural segment requires marketers and researchers to use innovative research tools that would help them to understand the rural markets in an effective manner. Rapid Rural Appraisal (RRA) is one such tool that can help the marketers in such endeavours. This tool has evolved over time and has recently attracted the attention of rural market researchers. This tool, until now, has largely been used by the non-profit sector to study the needs of the beneficiaries’ and to explore non-explicit barriers to social projects’. In this paper we report how this tool was adopted to study a traditional periodic rural markets – Haats. Then we briefly discus how the findings of such studies may help marketers to develop appropriate marketing strategies to efficiently reach the rural consumers.
{"title":"RRA of HAAT: Revisiting Rural India's Periodic Markets","authors":"Pravat Surya Kar","doi":"10.2139/ssrn.2993077","DOIUrl":"https://doi.org/10.2139/ssrn.2993077","url":null,"abstract":"Serving the remote rural consumers of the emerging economies like India have always been a challenge for marketers. Similarly, researchers have often found that the conventional tools used in the urban areas are not easily adaptable to the rural context. Growing importance of the emerging markets in general and their rural segment requires marketers and researchers to use innovative research tools that would help them to understand the rural markets in an effective manner. Rapid Rural Appraisal (RRA) is one such tool that can help the marketers in such endeavours. This tool has evolved over time and has recently attracted the attention of rural market researchers. This tool, until now, has largely been used by the non-profit sector to study the needs of the beneficiaries’ and to explore non-explicit barriers to social projects’. In this paper we report how this tool was adopted to study a traditional periodic rural markets – Haats. Then we briefly discus how the findings of such studies may help marketers to develop appropriate marketing strategies to efficiently reach the rural consumers.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"333 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-06-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114233577","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}
We compose a Government Certainty Index (GCX), which measures a government’s ability to execute its own policy; encompass president seniority, political capital, and calculus. We show that GCX co-moves positively with stock market performance and negatively (mostly) with stock market volatility (for high GCX). The intuition of our finding is driven from the asset pricing behavioral and risk prospective: stronger government reflects consensus of the people; thus investors overreact to strong leadership and prices go up (return); and a stronger government provides clarity and less uncertainty (risk). We find that the effect of GCX varies across sectors and deciles, and on average, GCX is higher during a second-term presidency and for Democratic presidents by 6.7%, which sheds light on understanding the presidential puzzle. A trading strategy that exploits the GCX demand-based return predictability generates an annualized risk-adjusted performance of 4.8%. Altogether, GCX enhances our understanding of overall uncertainty and a valuable predictor for the financial market.
{"title":"The Government Legislative Index and Stock Market Outcomes","authors":"Yosef Bonaparte, R. Christie-David","doi":"10.2139/ssrn.2990586","DOIUrl":"https://doi.org/10.2139/ssrn.2990586","url":null,"abstract":"We compose a Government Certainty Index (GCX), which measures a government’s ability to execute its own policy; encompass president seniority, political capital, and calculus. We show that GCX co-moves positively with stock market performance and negatively (mostly) with stock market volatility (for high GCX). The intuition of our finding is driven from the asset pricing behavioral and risk prospective: stronger government reflects consensus of the people; thus investors overreact to strong leadership and prices go up (return); and a stronger government provides clarity and less uncertainty (risk). We find that the effect of GCX varies across sectors and deciles, and on average, GCX is higher during a second-term presidency and for Democratic presidents by 6.7%, which sheds light on understanding the presidential puzzle. A trading strategy that exploits the GCX demand-based return predictability generates an annualized risk-adjusted performance of 4.8%. Altogether, GCX enhances our understanding of overall uncertainty and a valuable predictor for the financial market.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-06-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115382726","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}
Constructing a unique panel data set of individual consumers’ listening behavior on digital music platforms, e.g., iTunes and Spotify, we study the effect of adopting streaming services on individual music consumption. Achieving quasi-randomization via a matching procedure, we estimate the changes in quantity, variety and new music discovery after adopting a streaming service like Spotify. Adopting streaming services leads to substantial increases in quantity, variety in any measure, plays of new content, and discovery of new favorites. It is also associated with a large drop in concentration. We document that adopting Spotify leads to more discovery of highly valued music. Relative to using iTunes, adopting Spotify raises repeat listening for consumers’ best new discoveries, although - consistently with the marginal variety on Spotify being free - lowers repeat listening for the average new discovery relative to non-adopters. We discuss the implications for platforms, labels, artists, and consumers.
{"title":"Changing Their Tune: How Consumers' Adoption of Online Streaming Affects Music Consumption and Discovery","authors":"H. Datta, George Knox, Bart J. Bronnenberg","doi":"10.2139/ssrn.2782911","DOIUrl":"https://doi.org/10.2139/ssrn.2782911","url":null,"abstract":"Constructing a unique panel data set of individual consumers’ listening behavior on digital music platforms, e.g., iTunes and Spotify, we study the effect of adopting streaming services on individual music consumption. Achieving quasi-randomization via a matching procedure, we estimate the changes in quantity, variety and new music discovery after adopting a streaming service like Spotify. Adopting streaming services leads to substantial increases in quantity, variety in any measure, plays of new content, and discovery of new favorites. It is also associated with a large drop in concentration. We document that adopting Spotify leads to more discovery of highly valued music. Relative to using iTunes, adopting Spotify raises repeat listening for consumers’ best new discoveries, although - consistently with the marginal variety on Spotify being free - lowers repeat listening for the average new discovery relative to non-adopters. We discuss the implications for platforms, labels, artists, and consumers.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-05-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125475068","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}
Muhammad Aljukhadar, S. Sénécal, Amélie Bériault Poirier
Research is yet to address market mavenism and knowledge sharing in the age of new media. Firms’ exploitation of social media to connect with consumers is becoming the norm. Hinging on product imagery, and led by such platforms as Pinterest, Wanelo, and WeHeartIt, a breed of social media is gaining ground by attracting female consumers. Accordingly, there is a need to (1) conceptualize social media mavenism in a way that deliberates the specificities of these media, (2) theorize about its relationship with the social commerce-related behaviors consumers conduct on these networks, and (3) investigate its attitudinal and experiential determinants. With Pinterest as a case in point, this research fills these gaps by conceptualizing social media mavenism and placing it in nomological network using interviews and data from 528 consumers. The results supported our thesis that the social network’s utilitarian attitude, role in decision making, and digital virtual consumption generate maven-like behavior by fueling three social commerce-related behaviors (network expansion, social privatization, and knowledge creation). The maven-like behavior, which amounts to knowledge dissemination on the social network, strongly predicts the network’s opinion leadership and account attachment. Post-hoc analysis reveals that individual factors help discriminate social media mavens, showing predictive validity and drawing parallel with market mavenism. The results thus lay the groundwork for a measure (the SMM metric) that reflects knowledge dissemination on a social network, enticing the practitioners eager to capture the potential of a network’s influencers to not only target mavens but also discern the social commerce-related behaviors the members conduct, which can be nurtured by enhancing the network’s attitudinal and experiential factors.
{"title":"Social Media Mavenism and Metrics: An Action-Driven Exemplary for Knowledge Dissemination on Social Networks","authors":"Muhammad Aljukhadar, S. Sénécal, Amélie Bériault Poirier","doi":"10.2139/ssrn.3025395","DOIUrl":"https://doi.org/10.2139/ssrn.3025395","url":null,"abstract":"Research is yet to address market mavenism and knowledge sharing in the age of new media. Firms’ exploitation of social media to connect with consumers is becoming the norm. Hinging on product imagery, and led by such platforms as Pinterest, Wanelo, and WeHeartIt, a breed of social media is gaining ground by attracting female consumers. Accordingly, there is a need to (1) conceptualize social media mavenism in a way that deliberates the specificities of these media, (2) theorize about its relationship with the social commerce-related behaviors consumers conduct on these networks, and (3) investigate its attitudinal and experiential determinants. With Pinterest as a case in point, this research fills these gaps by conceptualizing social media mavenism and placing it in nomological network using interviews and data from 528 consumers. The results supported our thesis that the social network’s utilitarian attitude, role in decision making, and digital virtual consumption generate maven-like behavior by fueling three social commerce-related behaviors (network expansion, social privatization, and knowledge creation). The maven-like behavior, which amounts to knowledge dissemination on the social network, strongly predicts the network’s opinion leadership and account attachment. Post-hoc analysis reveals that individual factors help discriminate social media mavens, showing predictive validity and drawing parallel with market mavenism. The results thus lay the groundwork for a measure (the SMM metric) that reflects knowledge dissemination on a social network, enticing the practitioners eager to capture the potential of a network’s influencers to not only target mavens but also discern the social commerce-related behaviors the members conduct, which can be nurtured by enhancing the network’s attitudinal and experiential factors.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-04-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115534199","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 factors shaping attitude toward counterfeit products and their relative influence on attitude formation. This involves 200 potential and actual consumers of counterfeit products in an explanatory research. Antecedents of attitude toward counterfeit purchases extracted from literature review are Price-Quality Inference, Subjective Norms, Past Experience, Risk Aversion and Personal Gratification. Multiple regression and Independent Sample t-test are used to analyze the data. Results show a significant impact of past experience, risk aversion and personal gratification and insignificant impact of subjective norms and price-quality inference on attitude formation toward counterfeit wrist watches.It is recommended to use experiential marketing to convey delicate difference of experiencing original brands and enhance the perceived risk of using copied products.
{"title":"Antecedents of Attitude toward Counterfeit Wrist Watches","authors":"Mazhar Ali, Kashif Farhat","doi":"10.22555/PBR.V19I1.1263","DOIUrl":"https://doi.org/10.22555/PBR.V19I1.1263","url":null,"abstract":"This study aims to identify factors shaping attitude toward counterfeit products and their relative influence on attitude formation. This involves 200 potential and actual consumers of counterfeit products in an explanatory research. Antecedents of attitude toward counterfeit purchases extracted from literature review are Price-Quality Inference, Subjective Norms, Past Experience, Risk Aversion and Personal Gratification. Multiple regression and Independent Sample t-test are used to analyze the data. Results show a significant impact of past experience, risk aversion and personal gratification and insignificant impact of subjective norms and price-quality inference on attitude formation toward counterfeit wrist watches.It is recommended to use experiential marketing to convey delicate difference of experiencing original brands and enhance the perceived risk of using copied products.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"232 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":"121304103","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 common practice in business is to condition the receipt of a discount on specific actions by consumers — anything from buying a minimum quantity to registering for direct debit. The tactic is often justified as a means for price discrimination, but it is also possible that promotional restrictions frustrate consumers and, as a result, provoke behaviors that harm the firm. Critically, conditional discounts that do not control what consumers purchase, which are increasingly popular, run the risk that such “psychological reactance” manifests precisely as a cut in spending. We report evidence from the field and laboratory that supports this prediction and highlights factors at the discretion of the firm or inherent to consumers that play a moderating role. The concluding section considers implications and lays out opportunities for future research.
{"title":"Consumer Reactance to Promotional Favors","authors":"Marco Bertini, Aylin Aydinli","doi":"10.2139/ssrn.2804455","DOIUrl":"https://doi.org/10.2139/ssrn.2804455","url":null,"abstract":"A common practice in business is to condition the receipt of a discount on specific actions by consumers — anything from buying a minimum quantity to registering for direct debit. The tactic is often justified as a means for price discrimination, but it is also possible that promotional restrictions frustrate consumers and, as a result, provoke behaviors that harm the firm. Critically, conditional discounts that do not control what consumers purchase, which are increasingly popular, run the risk that such “psychological reactance” manifests precisely as a cut in spending. We report evidence from the field and laboratory that supports this prediction and highlights factors at the discretion of the firm or inherent to consumers that play a moderating role. The concluding section considers implications and lays out opportunities for future research.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"216 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-03-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115511177","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}
We optimize the design of a frequency reward program against traditional pricing in a competitive duopoly, where customers measure their utilities in rational economic terms. We assume two kinds of customers: myopic and strategic [19]. Every customer has a prior loyalty bias [6] toward the reward program merchant, a parameter drawn from a known distribution, indicating an additional probability of choosing the reward program merchant over the traditional pricing merchant. Under this model, we characterize the customer behavior: the loyalty bias increases the switching costs [11] of strategic customers until a tipping point, after which they strictly prefer and adopt the reward program merchant. Subsequently, we optimize the reward parameters to maximize the revenue objective of the reward program merchant. We show that under mild assumptions, the optimal parameters for the reward program design to maximize the revenue objective correspond exactly to minimizing the tipping point of customers and are independent of the customer population parameters. Moreover, we characterize the conditions for the reward program to be better when the loyalty bias distribution is uniform - a minimum fraction of population needs to be strategic, and the loyalty bias needs to be in an optimal range. If the bias is high, the reward program creates loss in revenues, as customers effectively gain rewards for “free”, whereas a low value of bias leads to loss in market share to the competing merchant. In short, if a merchant can estimate the customer population parameters, our framework and results provide theoretical guarantees on the pros and cons of running a reward program against traditional pricing.
{"title":"Design of an Optimal Frequency Reward Program in the Face of Competition","authors":"Arpit Goel, Nolan Skochdopole","doi":"10.2139/ssrn.2920132","DOIUrl":"https://doi.org/10.2139/ssrn.2920132","url":null,"abstract":"We optimize the design of a frequency reward program against traditional pricing in a competitive duopoly, where customers measure their utilities in rational economic terms. We assume two kinds of customers: myopic and strategic [19]. Every customer has a prior loyalty bias [6] toward the reward program merchant, a parameter drawn from a known distribution, indicating an additional probability of choosing the reward program merchant over the traditional pricing merchant. Under this model, we characterize the customer behavior: the loyalty bias increases the switching costs [11] of strategic customers until a tipping point, after which they strictly prefer and adopt the reward program merchant. Subsequently, we optimize the reward parameters to maximize the revenue objective of the reward program merchant. We show that under mild assumptions, the optimal parameters for the reward program design to maximize the revenue objective correspond exactly to minimizing the tipping point of customers and are independent of the customer population parameters. Moreover, we characterize the conditions for the reward program to be better when the loyalty bias distribution is uniform - a minimum fraction of population needs to be strategic, and the loyalty bias needs to be in an optimal range. If the bias is high, the reward program creates loss in revenues, as customers effectively gain rewards for “free”, whereas a low value of bias leads to loss in market share to the competing merchant. In short, if a merchant can estimate the customer population parameters, our framework and results provide theoretical guarantees on the pros and cons of running a reward program against traditional pricing.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"20 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-02-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117000047","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}
Customer perception refers to the process by which a customer selects, organizes, and interprets information inputs to create a meaningful picture of the service quality within an organization. In the fast growing banking industry like Bangladesh, every bank is looking forward towards faster growth through providing better service quality than others. However, there are certain challenges started rising in front of the booming banking sector which are needed to be addressed immediately; such as, managing compliance, mitigating fraud/ cyber security, managing hiring decisions etc. It is obvious that, those who will efficiently handle these challenges will certainly lead the market and gain higher customer contentment. The main purpose of this study is to compare the customer perception towards the service Quality offered by Conventional Commercial Banks and Islamic Shariah-based Commercial Banks in Bangladesh through using SERVQUAL instrument. 204 respondents have been randomly selected for the study among them 162 is from Conventional banks and 42 are from Islamic banks. The findings of the research should help the policy makers and regulators in banking industry to have a deep insight towards the different perception of customers and assist in taking effective measures to achieve organizational goal through improving their service Quality.
{"title":"Customer Perception on Bank Service Quality: A Comparative Study Between Conventional Commercial Banks and Islamic Commercial Banks in Bangladesh","authors":"S. Rezina, N. Ahmad, F. Mitu, M. Mustafi","doi":"10.18034/GDEB.V5I2.135","DOIUrl":"https://doi.org/10.18034/GDEB.V5I2.135","url":null,"abstract":"Customer perception refers to the process by which a customer selects, organizes, and interprets information inputs to create a meaningful picture of the service quality within an organization. In the fast growing banking industry like Bangladesh, every bank is looking forward towards faster growth through providing better service quality than others. However, there are certain challenges started rising in front of the booming banking sector which are needed to be addressed immediately; such as, managing compliance, mitigating fraud/ cyber security, managing hiring decisions etc. It is obvious that, those who will efficiently handle these challenges will certainly lead the market and gain higher customer contentment. The main purpose of this study is to compare the customer perception towards the service Quality offered by Conventional Commercial Banks and Islamic Shariah-based Commercial Banks in Bangladesh through using SERVQUAL instrument. 204 respondents have been randomly selected for the study among them 162 is from Conventional banks and 42 are from Islamic banks. The findings of the research should help the policy makers and regulators in banking industry to have a deep insight towards the different perception of customers and assist in taking effective measures to achieve organizational goal through improving their service Quality.","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"81 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-12-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122104230","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}
Abstract This concept paper aims to assess a significant part of technology in marketing. Commonly, the mission of technology is the search for innovation and theorizing about new process. There are many types of technologies such as high technology, digital technology, information technology, communication technology, manufacturing and transportation technology, productivity technology and some other types of technologies are connected with all activities of people as well as marketing activities all over the world. From the past years to contemporary situation technology contributes to main parts in the marketing field. There are several parts in marketing area, like service marketing, retail marketing, marketing communication and etc. In this competitive business world technology is one of the most important factors for every organization. Without technology concern, marketing associated firms cannot survive within the industry. As an uncontrollable factor of business environment, the evaluation of technology develops day-by-day. In this way new methods of technologies are making marketing activities very much effective trends than past eras that used traditional methods. The main purpose of this concept paper from the researchers’ point of view is to develop a framework to understand the applications of technology in contemporary marketing world. This concept paper gives a general idea of technology connected with marketing aspect through the heavy literature review. This concept paper concludes by citing the past researchers’ findings and suggestions. Especially this paper is a review of theories of past literatures. Finally, from the vast theories of literatures and articles this paper found ten applications of technology in the marketing world. Such as; marketing communication, consumer portal and social interaction, internal communication, integrated promotional activities, delivery platforms, customer relationship management, sales force automations, money-making or profit-making transactions, service process integration and research links through the findings derived from the literatures. This study has implications to the theories in marketing as well as technology as a conceptual ground for research ideas. Keywords: Applications, Contemporary Marketing, Literatures, Technology
{"title":"Framework of Technology in Marketing World: A Theoretical Review","authors":"K. Dilogini, Dr.Mrs. Shivany Shanmugathas","doi":"10.2139/ssrn.2910276","DOIUrl":"https://doi.org/10.2139/ssrn.2910276","url":null,"abstract":"Abstract This concept paper aims to assess a significant part of technology in marketing. Commonly, the mission of technology is the search for innovation and theorizing about new process. There are many types of technologies such as high technology, digital technology, information technology, communication technology, manufacturing and transportation technology, productivity technology and some other types of technologies are connected with all activities of people as well as marketing activities all over the world. From the past years to contemporary situation technology contributes to main parts in the marketing field. There are several parts in marketing area, like service marketing, retail marketing, marketing communication and etc. In this competitive business world technology is one of the most important factors for every organization. Without technology concern, marketing associated firms cannot survive within the industry. As an uncontrollable factor of business environment, the evaluation of technology develops day-by-day. In this way new methods of technologies are making marketing activities very much effective trends than past eras that used traditional methods. The main purpose of this concept paper from the researchers’ point of view is to develop a framework to understand the applications of technology in contemporary marketing world. This concept paper gives a general idea of technology connected with marketing aspect through the heavy literature review. This concept paper concludes by citing the past researchers’ findings and suggestions. Especially this paper is a review of theories of past literatures. Finally, from the vast theories of literatures and articles this paper found ten applications of technology in the marketing world. Such as; marketing communication, consumer portal and social interaction, internal communication, integrated promotional activities, delivery platforms, customer relationship management, sales force automations, money-making or profit-making transactions, service process integration and research links through the findings derived from the literatures. This study has implications to the theories in marketing as well as technology as a conceptual ground for research ideas. Keywords: Applications, Contemporary Marketing, Literatures, Technology","PeriodicalId":443127,"journal":{"name":"Behavioral Marketing eJournal","volume":"48 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2016-12-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"120949584","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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