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Relationship Of Demographic Traits And Situational Factor Determinants With The Tech Readiness Of Self-Service Consumers, Jon M. Martin
Relationship Of Demographic Traits And Situational Factor Determinants With The Tech Readiness Of Self-Service Consumers, Jon M. Martin
Association of Marketing Theory and Practice Proceedings 2013
Over the past 20 years, self-service technology (SST) has become prevalent as a service delivery option. To ensure that SST options reach full potential, firms need to understand what customer traits and situational factors are related to the propensity to use SSTs. From a subset of data and independent determinants from an original dissertation model on SST adoption, this study uses linear regression to examine: H1) the relationship between: H1) consumers’ tech readiness (TR) and the consumer demographics of age (AG), gender (GN), income (IN), education (ED), and ethnicity (ET) (H1), and H2) the relationship between consumer’s tech readiness and …
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.
Rethinking: The Understanding Of Learning And Assessment In The Millennial Generation, Joseph R. Stasio Jr.
Rethinking: The Understanding Of Learning And Assessment In The Millennial Generation, Joseph R. Stasio Jr.
Association of Marketing Theory and Practice Proceedings 2013
Much has been written and discussed about the challenges of educating members of the Millennial Generation. There is little agreement about which sentiment is more accurate; they are lazy, entitled and spoiled with little incentive to excel academically or they are different than other generations in learning styles and motivation. What does garner agreement is that changes in teaching approaches are warranted if improvement in learning is to be achieved. This paper explores some of these arguments and makes a case for a number of changes to achieve this end.