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Consumer Empowerment: The Framework, Sanam Akhavannasab, Danilo C. Dantas, Sylvain Senecal
Consumer Empowerment: The Framework, Sanam Akhavannasab, Danilo C. Dantas, Sylvain Senecal
Association of Marketing Theory and Practice Proceedings 2014
There is mounting evidence that consumers possess more power now than they ever have before. Stories such as “United Breaks Guitars” (Tripp and Grégoire 2011) are regularly reported in the press as illustrative examples of this phenomenon. In our era of user-generated content, consumer power is an important issue for any business. For instance, an increasing number of companies are using social media monitoring tools to keep track of online conversations. However, the marketing literature on consumer empowerment is limited (Hunter and Garnefeld 2008; Kucuk 2009; Pranić and Roehl 2012). Generally adopting a conceptual approach (e.g., Kucuk, 2009); consumer empowerment …
An Exploratory Research On The Use Of Social Media, Raven Clark, Melek Meral Anitsal, Ismet Anitsal
An Exploratory Research On The Use Of Social Media, Raven Clark, Melek Meral Anitsal, Ismet Anitsal
Association of Marketing Theory and Practice Proceedings 2014
Peering years into the future may seem bit hubris, but in today’s uncertain society there seems to always be room for change. Ignoring short and long-term trends of social media could be damaging to a company whose main source of reaching their target market is through social media. Consumers are using social media as part of their daily routine, so why shouldn’t companies try and reach their customers through this platform? Can companies actually keep up with the changing trends demanded by the consumers? How do consumers feel about their social media being used as an advertising strategy for companies? …
Do We Have Zero Privacy In Transportation? An Exploratory Study Of Video Surveillance Systems, Michael Latta
Do We Have Zero Privacy In Transportation? An Exploratory Study Of Video Surveillance Systems, Michael Latta
Association of Marketing Theory and Practice Proceedings 2014
The extent of and ethics of video surveillance has moved the conversation about privacy and surveillance from the internet to the camera, from home to transportation systems, and from static to real time marketing analytics. The issue of privacy and surveillance is international in scope for transportation surveillance, since, like the internet, transportation knows no borders and there are no limits on transportation types where surveillance of the public can be done routinely. The extent of surveillance systems worldwide is not well documented. This exploratory study seeks to document the extent of surveillance video camera systems around the world used …
The Impact Of Social Media On The Advertising Competitiveness Of Small Businesses, Cale Robert Hall
The Impact Of Social Media On The Advertising Competitiveness Of Small Businesses, Cale Robert Hall
Association of Marketing Theory and Practice Proceedings 2014
Every business, from the largest enterprise to the smallest start-up, faces the continual challenge of staying in touch with their customers and continually earning their trust and business. Social media is the catalyst that is continually changing customer relationships and making them more interactive, open and collaborative. Today’s customers have more choices than ever before in terms of how they choose to learn about new products, services, and gain insights into areas of interest. For marketers to be successful, they need to realize that their customers; preferences are changing quickly, and that agility over formal, often static processes from a …
Intensity Of Linkedin Usage By “Truly Small” Firms To Promote Business-To-Professional Interactions, Lisa Witzig, Joe Spencer, Nikole Maki
Intensity Of Linkedin Usage By “Truly Small” Firms To Promote Business-To-Professional Interactions, Lisa Witzig, Joe Spencer, Nikole Maki
Association of Marketing Theory and Practice Proceedings 2014
LinkedIn is the largest business-oriented collaborative tool enabling Professional-to-Professional (P2P) and Business-to-Professional (B2P) connections. Regardless of organizational type, there are distinct advantages for firms to utilize LinkedIn. This research builds on previous work examining the intensity of LinkedIn usage by organizational type -- Fortune 200, INC 200, Fortune 200 Non-profits – by focusing on truly small businesses and small non-profits with revenues between $500K to $2M revenue. The study of approximately 1000 organizations finds that truly small non-profits and small businesses utilize the B2P features of LinkedIn significantly less than all three types of larger organizations. This paper applies a …
Social Media In The Financial Services Industry, Nathaniel Gibbs, Perry Haan
Social Media In The Financial Services Industry, Nathaniel Gibbs, Perry Haan
Association of Marketing Theory and Practice Proceedings 2014
Innovative strategies set a company apart from its competitors. Lindsay and Hopkins (2010) said strategy is making the most of a current situation and devising a plan for the future. Likewise, if banks and other financial organizations want to enhance their brands, reduce costs, increase customer satisfaction, boost innovation, increase revenue, and maintain their competitive positions, they need to embrace social media. Social networks are used by marketers to connect and communicate with customers (Mangold & Faulds, 2009). Organizations must be receptive and flexible to remain relevant in the business environment (Bouckenooghe, Devos, & Van den Broeck, 2009). The environment …
Information Disclosure On A Chinese Social Media Platform, Lixuan Zhang, Clinton Amos, Iryna Pentina, Bj Blackwood
Information Disclosure On A Chinese Social Media Platform, Lixuan Zhang, Clinton Amos, Iryna Pentina, Bj Blackwood
Association of Marketing Theory and Practice Proceedings 2014
The nature of social media encourages people to contribute voluntarily to public web and inevitably, leaving a persistent and cumulative repository of personal information. Aware of the privacy risks, about one third of the Internet users in the United States have expressed concerns of their personal privacy. However, users are often cavalier in the protection of their own data profile. There is often a discrepancy between users’ intentions to protect privacy and their actual heavier. This behavior is often terms as “privacy paradox”. The privacy paradox might arise because users balance between risks and benefits of disclosing information on social …
Are Qr Codes Here To Stay Or Are They A Thing Of The Past?, Monica B. Fine
Are Qr Codes Here To Stay Or Are They A Thing Of The Past?, Monica B. Fine
Association of Marketing Theory and Practice Proceedings 2014
Quick response (QR) codes, a type of two-dimensional barcode, are a marketing tool used all around the world. Particularly, in Japan and China QR codes have been gaining popularity. Early adopters with higher education and recent promotional marketing campaigns are utilizing this mobile, information-sharing tool. QR codes are now widely used as a marketing tool by many companies. This research investigates consumers’ perception of QR codes. An increasing amount of firms and sales representatives are using QR codes as a channel to market their products/services to their customers’ mobile devices. The following questions will be the focus of this study: …
Identifying Key Factors Influencing Internet Shopping Behavior For E-Satisfaction, Chris A. Meyers
Identifying Key Factors Influencing Internet Shopping Behavior For E-Satisfaction, Chris A. Meyers
Association of Marketing Theory and Practice Proceedings 2013
With Internet shopping gaining more attention and momentum, a better understanding of the online consumer is now in the forefront of most retail strategies. The growth of online retailing or Internet shopping has provided the apparel industry with additional avenues to reach the consumer. Previous research has shown that consumers’ intent to purchase online is highly driven by their satisfaction. Studies have touted the growth of on-line shopping and the growing purchases of those with Internet access (Lin & Sun, 2009). In fact, apparel products have been consistently ranked as one of the most frequently purchased items through the Internet …
Digital Word-Of-Mouth And The Gender Implications, Deborah H. Lester, Andrew M. Forman, Dolly D. Loyd, Tyra A. Burton
Digital Word-Of-Mouth And The Gender Implications, Deborah H. Lester, Andrew M. Forman, Dolly D. Loyd, Tyra A. Burton
Association of Marketing Theory and Practice Proceedings 2013
Consumers can now easily access data and exchange sentiments regarding products and services on an unprecedented scale, and often in real time, through digital connections. The Internet and mobile technologies have made sharing of information and opinions among consumers easier than ever. The capacity of online participants to inspire and transform perspectives has been touted to surpass the radical potency of television when it entered the consumer’s province during the 50’s. Men and women use social media sites to learn about new products, to become smarter shoppers and to feel good about a purchase they might have already made. College …
Social Media In The Business Curriculum, Pauline Ash Ray, Jenny Swearingen
Social Media In The Business Curriculum, Pauline Ash Ray, Jenny Swearingen
Association of Marketing Theory and Practice Proceedings 2013
Due to the prolific development of Web 2.0 tools and the growing demand for their use in business this study explores the status of their inclusion in the business curriculum. Social media use is valuable, not only to marketing students, but also to all business students as well as the ability to build a personal brand to further their careers. There is a growing consensus to include social media in the curriculum but to what extent: A course, a major or a MBA specialization? A literature review for research of social media inclusion in curriculum is conducted for the current …
From Push To Pull — How Smartphones Are Changing Mobile Marketing, Julie M. Pharr
From Push To Pull — How Smartphones Are Changing Mobile Marketing, Julie M. Pharr
Association of Marketing Theory and Practice Proceedings 2013
As “smartphones” have displaced traditional cell phones, mobile marketing—marketing via wireless handheld devices—has become increasingly more sophisticated. This paper highlights the dramatic shifts underway in the field of mobile marketing with the advent of mobile technology that simultaneously delivers web access, location information, and social networking capabilities. The paper makes a case for why smartphones may foreshadow the end of traditional push marketing, giving way to a new style of marketing that is location-based, context-specific and superior at initiating consumer pull.
The Role Of Media Richness Of Channels On Consumer Decision- Making And Channel Choice, Moutusy Maity, Mayukh Dass
The Role Of Media Richness Of Channels On Consumer Decision- Making And Channel Choice, Moutusy Maity, Mayukh Dass
Association of Marketing Theory and Practice Proceedings 2013
With the increasing popularity of multichannel strategies, many retailers actively encourage their customers to undertake purchasing activities across various retail channels. Extant literature on multichannel strategies advances our understanding of why and how consumers select channels, but our knowledge is limited on how different channel characteristics affect consumer behavior, decision-making across channels and channel choice. In this paper, we focus on one such channel characteristic, called media richness of the retail channels, and investigate the effects of media richness of channels on consumer decision-making and channel choice. Media richness, as originally described by Media Richness Theory, is a set of …
Content And Design Characteristics Of Chinese Corporate Homepages, Lixuan Zhang, Sufen Tian, Patti Miles
Content And Design Characteristics Of Chinese Corporate Homepages, Lixuan Zhang, Sufen Tian, Patti Miles
Association of Marketing Theory and Practice Proceedings 2013
Many Chinese companies have built their online presences; however few studies examine if the Chinese corporate websites follow recommended design guidelines. Through a content analysis of 487 websites of the largest Chinese companies, the study analyzes 55 content and design elements of the corporate homepages. A new coding scheme for Chinese web design is developed by utilizing existing schemes and identifying design elements unique to Chinese web including content, information architecture and usability, multimedia, and interactivity. In addition, the study also finds two unique design elements on Chinese corporate homepage. The differences in web design practices between American and Chinese …
Understanding Online Brand Communities: Netnographic Study Of Apple Iphone Consumers, May Aung, Keija Wu, Laila Rohani, Khalil Rohani
Understanding Online Brand Communities: Netnographic Study Of Apple Iphone Consumers, May Aung, Keija Wu, Laila Rohani, Khalil Rohani
Association of Marketing Theory and Practice Proceedings 2013
This study extends the concept of brand communities. The netnography approach has been applied to two online brand communities, both central to Apple iPhone consumers. This study reveals two cultural manifestations with their own passions and communal norms not detected by previous research. This study, thus, enriches the conceptual understanding of brand communities. It also offers contribution toward understanding consumers of high technology brands, an area where few studies have been conducted to date.
Extended Consumer-Brand Relationship Theory, May Aung, Kapil Gurbani, Samuel Hip Seng Lei
Extended Consumer-Brand Relationship Theory, May Aung, Kapil Gurbani, Samuel Hip Seng Lei
Association of Marketing Theory and Practice Proceedings 2013
This study examines online communities for two top brands: Apple iPhone and Blackberry smartphones. A number of online brand communities (online forums) such as the iPhone business affiliated website www.apple.com, iPhone consumers’ website www.everythingicafe.com, and the Blackberry consumers’ websites www.blackberry.com and www.crackberry.com were explored. This research extends the conceptual underpinnings of the existing consumer-brand relationship theory by incorporating the concept of sharing. This study offers insights for academia in the marketing and consumer behavior field as well as professionals in the high-technology industry.
A Calculated Model Of Linkedin Feature Usage Across Organizational Types: Large, Small, And Non-Profits, Joe Spencer, Lisa Witzig, Marcella Gallegos
A Calculated Model Of Linkedin Feature Usage Across Organizational Types: Large, Small, And Non-Profits, Joe Spencer, Lisa Witzig, Marcella Gallegos
Association of Marketing Theory and Practice Proceedings 2013
Intensity of LinkedIn usage is examined by business type: Fortune 200, INC 200, and Fortune 200 Non-profit. The study of approximately 600 organizations finds, contrary to expectations, that non-profits and small businesses utilize the features of LinkedIn significantly less in intensity than large businesses. An eleven factor intensity model is presented and tested to evaluate intensity of usage among the three study groups. This study concludes that SMBs and non-profits need to better utilize the features of LinkedIn to better enable their organizational goals.
Using Smartpls In Online Loyalty Assessment, Ali Dehghan, John Duggar
Using Smartpls In Online Loyalty Assessment, Ali Dehghan, John Duggar
Association of Marketing Theory and Practice Proceedings 2013
Because of the low cost, fast expansion of the Internet and increasing demand for innovative educational systems, online learning is becoming popular and attractive (Zhang, Zhao, Zhou, and Jr, 2004). As of 2009, almost 12 million out of 20.4 million post-secondary students, within the United States, took at least one online course and this number will reach 22 million by 2014 (Nagel, 2009). The explosion of the use of online learning systems in higher education, allows students to leave the online programs quite easily (Tham and Werner, 2005). Therefore, educational institutions should try to retain their existing students. Thus, student …