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Articles 1 - 6 of 6
Full-Text Articles in Marketing
Managing Traditional Pipeline And Platform Innovation, Shaoling Katee Zhang
Managing Traditional Pipeline And Platform Innovation, Shaoling Katee Zhang
Doctoral Dissertations
This dissertation explores emerging innovation phenomena in two domains: pipeline and platform innovation domains, which are distinguishable because innovations are very much different under them. Innovations under the pipeline innovation domain are often classified into a certain form, such as product innovations, while innovations in the platform innovation domain are not singularly confined to one form. Regarding the pipeline innovation domain, extant innovation literature has taken the predominant technological view while paid less attention on non-technological perspective. However, marketing innovations, which are non-technological type of innovation, are increasingly adopted worldwide. Thus, I introduce my Essay 1 to explore how marketing …
Keep Exploring, Sharing, And Tweeting: Connecting Millennials, Social Media And Destination Canada’S Brand, Michael Lever, Michael S. Mulvey, Statia Elliot
Keep Exploring, Sharing, And Tweeting: Connecting Millennials, Social Media And Destination Canada’S Brand, Michael Lever, Michael S. Mulvey, Statia Elliot
TTRA Canada 2018 Conference
Social media has become a powerful influencer in its ability to sway customer intentions and behaviors in an online setting. Given the importance of social media and its users in acting as information spreaders and disseminators, particularly in the context of global tourism, the goal of this research is to profile and/or understand youth travellers within the context of their social media behaviour. Using latent class analysis which helps to identify unobserved subgroups within a population, this study utilizes the rich dataset offered by Destination Canada which gives valuable traveler-focused information across the globe, including Brazil, China, Australia, Germany, South …
Investigating The Role Of Social Return On The Understanding Of Craft Brewery Visitors In British Columbia, Canada, Jarrett Bachman, John S. Hull
Investigating The Role Of Social Return On The Understanding Of Craft Brewery Visitors In British Columbia, Canada, Jarrett Bachman, John S. Hull
TTRA Canada 2018 Conference
Contributing to the Conference Theme: The role of social media in the development of Canada as a destination has been widely discussed locally, regionally, provincially, and federally. This research examines the role of using social media using a newly developed mechanism by which to consider how the use of social media relates to social involvement, memories, loyalty, place attachment, and authenticity. The context for this research is craft brewery tourism, one of the fastest growing aspects of tourism in many provinces. This abstract directly relates to multiple themes and sub-themes of the conference, including “Visitor experience design and measurement,” …
Regulating Relationship Needs Via Joint Consumption: An Attachment Perspective, Jana M. Rosewarne
Regulating Relationship Needs Via Joint Consumption: An Attachment Perspective, Jana M. Rosewarne
Doctoral Dissertations
Attachment style functions to regulate affect in relationships. I hypothesized that consumer decisions serve a similar purpose, producing distinct patterns of product preferences depending on people’s attachment goals. In a series of studies, I found that attachment avoidance predicted reduced preference for products framed as meeting closeness relationship goals and greater preference for products framed as meeting autonomy goals. The link between attachment anxiety and product preference depended on consumers’ emotions (S2) and relationship commitment (S3). Attachment style also predicted differences in the extent to which consumers thought about their partners when choosing products and their perceptions of how consumption …
Strengthening The Customer Experience Via Interactive Digital Tactics: Evaluating The Quantification Of Self And Gamification, George Pettinico
Strengthening The Customer Experience Via Interactive Digital Tactics: Evaluating The Quantification Of Self And Gamification, George Pettinico
Doctoral Dissertations
Managing customer interactions has evolved, with firms shifting their focus from simply “selling” to customers to instead building more meaningful personal relationships with them. A key part of this new thinking is the customer experience, involving interactions between a customer and brand that provoke a meaningful personal reaction, and often include the consumer playing an active role in tailoring the experience. I examine two interactive innovations, the quantification of self (QOS) and gamification, that are being utilized by marketers to enrich the customer experience. QOS involves the production of highly-detailed individualized performance metrics for personal activity monitoring. Gamification is …
Multi-Dimensional Explorations Into Visitors’ Experience Sharing Through Tripadvisor Using Social Media Analytics: An Investigation On Jasper National Park, Farshid Mirzaalian, Elizabeth Halpenny, Pariya Pourabedin
Multi-Dimensional Explorations Into Visitors’ Experience Sharing Through Tripadvisor Using Social Media Analytics: An Investigation On Jasper National Park, Farshid Mirzaalian, Elizabeth Halpenny, Pariya Pourabedin
TTRA Canada 2018 Conference
User-generated content have been studied a lot in hospitality and tourism, however, existing studies tend to consider short samples which affects generalizability features of social media analytics research. The current study tries to examine the whole existing data on nature and park attractions of a specific destination on TripAdvisor (TA), the so-called big data. Big data analytics is a rising research paradigm that uses various data sources and analytical tools such as natural language processing and Web textual mining tools to make inferences and predictions about reality. By targeting Jasper Nation Park, around 13 K English online reviews about the …