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Full-Text Articles in Business
Blockchain-Enabled Participatory Design In Marketing: A Collaborative Approach For Enhanced Customer Engagement, Brian Whelan Dr.
Blockchain-Enabled Participatory Design In Marketing: A Collaborative Approach For Enhanced Customer Engagement, Brian Whelan Dr.
Association of Marketing Theory and Practice Proceedings 2024
Participatory Design (PD) is an inclusive approach to designing products, services or systems that actively involve the people who use, will use, or be impacted by the design process (Robertson and Simonsen, 2012). PD has been applied in many domains, including architecture, urban planning, product design, healthcare administration, software development, and community engagement, but its application in marketing has been limited. The goal of this paper is to illuminate potential applications for blockchain-enabled PD initiatives in marketing, and to stimulate further thinking about how its use can lead to deeper customer engagement.
Service Robots Effect On Branding And Consumers' Intentions Through Online Reviews, Haeden Overby, Wei Wang Ph.D, Banu Elmadag Ph.D.
Service Robots Effect On Branding And Consumers' Intentions Through Online Reviews, Haeden Overby, Wei Wang Ph.D, Banu Elmadag Ph.D.
Association of Marketing Theory and Practice Proceedings 2024
With an increase in technology, a number of consumers are having new interactions with technology they experience when staying in hotels. A social media content analysis was conducted of Google Reviews of a number of hotels with service robots deployed. Hotels from the United States and Japan were analyzed. Reviews were scraped using online software and analyzed. The first round was a sentiment analysis to see the perceptions of online reviews containing information about the service robots. The majority of online reviews featuring robots were positive, with an overwhelmingly positive response from online reviewers in the U.S. After the sentiment …