E-Commerce Commons^™

The History And Evolution Of The Market For ‘Delebs’ (Dead Celebrities), Denver D'Rozario, Guang Yang

Atlantic Marketing Journal

In this paper, we survey the history behind the growing market for dead celebrities (‘Delebs’) in their role of creating secondary brand associations. According to some estimates, this market is now worth $2.25 billion in annual licensing and royalty revenues (CBC 2013). We begin, by defining key terms that are used in this market. Next, we do a survey and analysis of the major events that have given rise (intentionally or unintentionally) to this market. For ease of discussion, we discuss these historical events grouped by era. We follow this with a summary of the major events and trends that …

Online Advertising And Consumer Behavior In Tunisia, Rabeb Hamdi, Romdhane Khemakhem

Atlantic Marketing Journal

The aim of this study was to present new mediating and moderating variables in the relationship between online advertising and purchase intention as well as visiting the store. Therefore, a qualitative study of 17 Tunisian Internet users was conducted (semi-structured interview). Results showed that the lifestyle change and the disposition to visit the store are the mediating variables between these consequences and electronic advertising (purchase intention and visiting the store). Furthermore, the involvement with the product is the moderating variable between e-advertising and lifestyle change, including disposition to visit the store.

Social Media And The C-Suite: The Ethical And Legal Implications, Toni P. Mulvaney J.D., Melissa Baldo J.D., Marleen Swerdlow J.D., Frank Cavaliere J.D.

Southwestern Business Administration Journal

The last twenty years has seen phenomenal growth of social media, with companies such as Facebook, Linked In, and Twitter seeing their registered users growing into the hundreds of millions worldwide (and, in the case of Facebook, over a billion). The advantages of using social media have been touted by many, and fortunes have been made by savvy practitioners with a deft hand at using social media to their advantage. However, as with any new technology unintended consequences have begun to unfold. These consequences have been thrust to the forefront as several high-profile corporate executives and celebrities have sabotaged their …

The Flipped Class: Experiential Learning Manifested, Johnnie Williams, Olusegun Felix Ayadi, Carlton Perkins, Ladelle M. Hyman

Southwestern Business Administration Journal

Through the “flipped class,” students are introduced to new material outside the classroom before the traditional in-class lecture occurs. Ideally, flipping the class challenges students to engage in the lower levels cognitive work (remembering and understanding) outside of class. Students, then, are free to focus on higher order cognitive work (application, analysis, synthesis, and/or evaluation) in class, where they have the support of their peers and the instructor. To drive the requisite higher order cognitive work inside the classroom, it is important that in-class teaching and learning methodologies extend beyond simple information dissemination. Experiential learning, the process of transforming information …

Creative Innovation Online Relationship Marketing Islamic Fashion E-Commerce In Indonesia, Melly Maulin Purwaningwulan, Asep Suryana, Uud Wahyudin, Susanne Dida

Library Philosophy and Practice (e-journal)

This research aimed to in-depth analysis and provide solutions about the processes and forms of online relationship marketing e-commerce Islamic fashion. This study used qualitative approach with case study method. Evidence or data for research purposes came from documents, archival records, interviews, direct observation, participant observation, and physical devices. Data validity test conducted through several tests which included credibility, transferability, dependability, and confirmability test. Relationship marketing cannot be purely online, synergies between online and offline activities are needed to be more effective. Community has become the power of relationship marketing for Islamic fashion e-commerce in Indonesia. Programs conducted by community …

Moosejaw Market Expansion Into France, Rachel Renou

Honors Projects

This research project examines the Moosejaw brand, the outdoor apparel industry, and an overview of France’s political, economic, and cultural environment. The research goal is to analyze key aspects of France that would influence a business’s decision to expand into the country. The information regarding France’s fit for new businesses would then be tailored to Moosejaw to implement. Data found throughout the research process that characterize France as a good fit or not for new foreign business include the current political state of rioting by the Yellow Vests, Macron’s future pro-business plans, the French high quality of life standard, shifting …

Empirical Investigation Of Digital Strategies In Online Retail, Yong Chin Tan

Dissertations and Theses Collection (Open Access)

This dissertation examines digital strategies used by online retailers to engage customers and increase sales. The first essay investigates the impact of offering incentives to recapture lost sales from abandoned online shopping carts (i.e., customers adding items to their carts, but leaving without purchasing). Collaborating with an online fashion retailer, I conducted a randomized field experiment by manipulating the presence of incentives in recovery interventions. Findings reveal that incentives facilitate purchase conversion, but responsiveness to the incentives differs across various customer and cart characteristics.

In the second essay, I explore how retailers can leverage Augmented Reality (AR), a technology that …

Do Mobile Banner Ads Increase Sales? Yes, In The Offline Channel, Ernst C. Osinga, Menno Zevenbergen, Mark W. G. Van Zuijlen

Research Collection Lee Kong Chian School Of Business

Firms allocate increasingly large budgets to mobile banner advertising. Yet, existing research paid only scant attention to the sales effects of mobile banner ads. In this paper, we fill this gap by determining the offline and online sales impact of a large-scale mobile banner advertising campaign. As part of a geographical field experiment, over 3.5 million mobile banner ads were served to a predetermined geographical area. We determine the offline and online sales effects of the mobile banner ad campaign by analyzing twenty months of sales data for regions covering the entire country of the Netherlands. Relying on a difference-in-difference …

An Empirical Study Of The Impact Of Online Community Engagement, Motivation, And Customer Experience On Consumer Brand Advocacy, Raymond Liu, Jurui Zhang, Haiping Xu, Richard De Groof

Atlantic Marketing Association Proceedings

No abstract provided.

Exploring The Influence Of Pre- And Post-Purchase Services Mix On Millennial Shopping Behavior, Matt Elbeck, Debbie Delong, Hannah Wilburn

Atlantic Marketing Association Proceedings

No abstract provided.

Speaking For “Free”: Word Of Mouth In Free- And Paid-Product Settings, Samuel Bond, Stephen He, Wen Wen

Faculty & Staff Scholarship

This research examines drivers of consumer word of mouth (WOM) in free-product settings, revealing fundamental differences with traditional, paid-product settings. The authors build and investigate a theoretical model that highlights two unique characteristics of free products (reciprocity motivation and diminished adoption risk) and considers their implications for WOM sharing. Results of a retrospective survey, two controlled experiments, and an analysis of more than 5,000 mobile apps at Google Play and Apple’s App Store reveal that consumers are generally more likely to share their opinions of free products than paid products, because of feelings of reciprocity toward the producer. However, this …

M-Pesa’S Failure In India: Why Couldn’T Vodafone Replicate Its Kenyan Success? An International Marketing Case Study (Addendum By Former And Current Executives At The Vodafone Group), Jackson Lott, Mona Sinha

The Kennesaw Journal of Undergraduate Research

Vodafone’s mobile wallet service, M-Pesa, was originally created in 2007 for Kenya and was extremely successful in providing millions with access to mobile-based financial services. Essentially, a mobile wallet service enables payments via digital money in the form of mobile airtime. According to industry estimates, the global mobile money market is expected to reach USD 112.3 billion in 2021, with a compounded annual growth rate of 39.6% since 2016. Vodafone launched M-Pesa in India in 2013, but by mid-2019 it had announced its plans to merge its mobile wallet business with an associate company or a third party. Clearly, Vodafone …

A Platform Approach In Solution Business: How Platform Openness Can Be Used To Control Solution Networks., Ruiqi Wei, Susi Geiger, Roisin Vize

Articles

This paper explores how customer solution providers leverage digital platform architectures and particularly platform openness to exert control over complex organizational networks. A multiple case-study approach studies three companies with digital platforms that orchestrate solution networks in the LED and ICT industries. Our findings show that the features of product modules (core or peripheral), service modules (relationship intensity and customization), and knowledge modules (explicit, tacit and codified) have differential influence on the levels of platform openness. By managing platform openness of different subsystems accordingly, the solution providers can achieve different control benefits, including ensuring module quality, increasing offering variety, reducing …

An Analysis Of Millennial Attitudes Towards Car Servicing, Colwell S. Shupe, Jill M. Synek, Erin M. Chips, Eric A. Van Meter

Williams Honors College, Honors Research Projects

When our team originally began our project, we initially held the assumption that millennials do not care about car ownership or driving. As our secondary research progressed, we found that millennials do indeed care about automobiles, but limited research existed as to any underlying issues regarding car maintenance and service. We addressed this issue in our primary research and found that millennials experience anxiety as they do not know much about car maintenance. Our recommendations were targeted towards easing both the surface anxiety and addressing the underlying issues as well as helping prepare Goodyear for future trends that may arise.

An Investigation Of Web Atmospherics In Online Luxury Branding, Emilie E. Jones

Honors College Theses

Having an online presence for a retail store has transitioned from serving as simply a new avenue through which a profit can be made, to a tool that can be harnessed to express a brand’s personality. So how do luxury brands manage to maintain a high-end, exclusive status on the highly available landscape of the internet? The intention of this research is to identify whether luxury brands are currently taking advantage of differential web atmospherics cues, in a way that significantly sets them apart from non-luxury brand websites. To do this, we measured elements including screen space, reduction of elements, …

Reflective Practice Series: Selected Instructional Models Using Synchronous Video Conferencing Software, Martin W. Sivula

MBA Faculty Conference Papers & Journal Articles

With the vast array of resources available to instructors, one would think that instruction and teaching would yield success for all learners. Now, well into the 21^st century has much changed in the classroom? Certainly, movable desks and chairs, advanced audio and visual equipment, and a plethora of all types of technologies which might be able to enhance training and education. Over the last several decades research on individualized instruction, cognitive science, educational psychology, and multimedia instruction (to name a few) have permeated the literature on instruction. With all the research and the vast array of studies on improving …

Consumer Welfare And Price Discrimination: A Fine Line, Marie Wallmark, Eyal Greenberg, Dan Engels

SMU Data Science Review

Traditionally, it was not feasible for businesses to determine the maximum price the buyer was willing to pay, but with the availability of big data and the deployment of sophisticated algorithms, with a great degree of precision businesses can ascertain the maximum willingness price. Some forms of price discrimination are prohibited under the Robinson-Patman Act of Antitrust (1890), provided demographic characteristics such as race and gender are the determining factors. The problem with this interpretation is that sellers are not transparent about what factors are taken into consideration when determining price. Current laws are either limited in their interpretation or …

The Case For Showrooming, Cristina Nistor, Prashanth Nyer

Business Faculty Articles and Research

Showrooming has deeply affected the retail market in the past decade. As consumers became able to easily compare prices on their mobile devices, they started using retail stores to try on and experience products and then they ordered online the lower priced versions they liked best to be delivered directly to their homes. As retailers are trying to adapt to the showrooming challenges and the shift to online purchases, stores are increasingly adopting showrooming as a new selling format. We present examples of successful showrooming and develop a framework for when the new selling format can be expected to be …

In-Store V. Online: Examination Of Assortments Between Storefronts, William King

Supply Chain Management Undergraduate Honors Theses

Abstract: The purpose of this paper is to present the findings of research conducted to determine if an online storefront has the potential to reduce the amount of dependency on larger suppliers in the supply chain. This research was conducted by measuring the number of SKU’s and unique brands present at the locations of three categories of shopping goods across two home center retailers. The results of this research indicate that an online store shows the capacity to increase the variety of brands that a retailer can display and therefore reduce their dependency on suppliers who provide a greater number …

Implications Of Social Media Use On Instruction And Student Learning: An Exploratory Study, Mayur Desai, Lucy Ojode

Southwestern Business Administration Journal

Despite being a norm in contemporary organizations including in academia, there is limited understanding how multimedia technology use might impact learning. We have also seen a rise in the use of social media applications such as Facebook, tweeter, Instagram, skype, flickr, and blogging among students, but it is unclear the extent to which the academe embraces these applications. In this study, we examine the potential role of multimedia technology and social media use in the learning process. We explore the potential implications for instruction and on student learning of the marriage between multimedia technology and social media use. Focusing on …

Leveraging Decision Making In Cyber Security Analysis Through Data Cleaning, Chen Zhong, Hong Liu, Awny Alnusair

Southwestern Business Administration Journal

Security Operations Centers (SOCs) have been built in many institutions for intrusion detection and incident response. A SOC employs various cyber defense technologies to continually monitor and control network traffic. Given the voluminous monitoring data, cyber security analysts need to identify suspicious network activities to detect potential attacks. As the network monitoring data are generated at a rapid speed and contain a lot of noise, analysts are so bounded by tedious and repetitive data triage tasks that they can hardly concentrate on in-depth analysis for further decision making. Therefore, it is critical to employ data cleaning methods in cyber situational …

Glossary Of Business Evidence, Paul C. Boyd

MBA Faculty Conference Papers & Journal Articles

No abstract provided.

Airline Marketing, Blaise P. Waguespack

Publications

The role of airline marketing has now expanded to include a more expansive view of the travel planning process. The chapter utilises a classic four P's approach – product, place, promotion and price – while reviewing some of the possible legal and regulatory concerns that impact on how airline marketing is addressed today. Airlines must determine what is the right product for the premium passenger mix of the airline. The chapter examines the role of how a classic promotional tool, sponsorship, can be combined with the tools of social media to provide an overall promotion campaign to target audiences. As …

The Influence Of Price, Status Consumption And Reference Groups On Consumer Attitude To Purchase Counterfeit Sport Products In Uae, Hamza Salim Khraim

Irish Business Journal

The purpose of this study is to explore factors that influence the consumers' attitude to purchase counterfeit sports products in the UAE. We will examine the influence of price, status consumption and reference groups on consumers’ attitudes to purchase counterfeited sport products in the UAE. A sample of 235 respondents was collected for the study, which was carried out in two famous sports retailers GO Sports and Rebook in the UAE. The collected data were analyzed using SPSS. Different analytical tools have been used including, descriptive statistics, and multiple regression. Results show that price and reference groups have a positive …

B2b Social Media Marketing: From Information To Decision To Retention, Roisin Vize, Monique Sherrett

Books/Book Chapters

Social networks in a business context, are referred to as two or more connected business relationships, where an ‘exchange’ exists between business partners. The concept of a ‘network’ is based on the establishment of ties between individuals, groups of people, organizational departments or corporations, that leads to the creation of social networks (Michaelidou et al., 2011:1154). Advances in web-based technology and innovation have changed the nature of social networks. Where traditional social networks involve personal and social interaction of people these interactions are now mediated by computers and web connected devices such as mobile phones, laptops, and e-notebooks. The advent …

Marketing Leadership In A Knowledge Economy, Myles Bassell, Sonia Lambert

Atlantic Marketing Journal

Often the most valuable assets of a marketing driven firm are intangible assets such as a brand name, intellectual capital, and the expertise and knowledge of employees. The new breed of marketing leaders understand that it is important for employees to collaborate and be engaged and that leaders must be agents of change, creative, ethical, and global thinkers who can create learning organizations. The research reveals that organizations that are going to thrive in the knowledge economy are those that have marketing leaders who can build learning organizations, encourage diversity, and ensure employees are engaged in meaningful work.

Influence Of Online Consumer Reviews On Brand Choice, Patricia Lui

Research Collection Lee Kong Chian School Of Business

Social interaction encourages consumers toshare information in the digital age. Many consumers use online reviews of products and services to supporttheir brand choice. The concept ofreference group explains how peers can influence consumer purchasedecisions. Peers can exert influence onconsumers in the forms of informational, utilitarian and value-expressiveinfluences. This proposed study aims atexamining how these three forms of reference group influence would affectconsumers in using online consumer reviews when making a brand choice decision. It also explores the role of brand trust onthe brand choice. This paper serves thepurpose of providing a conceptual framework for developing further research.

Buyer-Seller Communications: Trusted Advisor Constructs And Measurement, Stephen C. Carlson 6425540

Atlantic Marketing Journal

Attainment of the “trusted advisor” role for sales representatives in a complex sales environment is considered the pinnacle of buyer-seller relationships. This study also examines whether pervasive smartphone use particularly among the millennial generation has substantially altered behaviors in the form of communications in the buyer-seller relationship. Does replacement of face-to-face and direct verbal communications by impersonal technology based communications that removes verbal and non-verbal or behavioral forms of communications have an impact on perceptions of communication quality and trust building among the parties. As use of smartphones for text based communications is more prevalent among younger generations, can generational …

Corporate Social Media: A Typology Of Consumers, Beverly Wright, Scott Nadler, Aberdeen L. Borders, Paul H. Schwager, Ashley Sasnett

Atlantic Marketing Journal

Abstract - This consumer segmentation schema is developed using 1) number of businesses followed and 2) companies’ social posts as direct influence toward purchase decisions, as defining behaviors. The use of a theoretical progression prospective, which tracks the development of the customer engagement construct, is central to our development. A combination of qualitative and quantitative research methods reveals types of consumer groups and their interactions, perceptions, and involvement with Corporate Social Media (CSM). Cluster analysis produces five distinct consumer segments, and a process to help managers more effectively achieve marketing goals. The use of additional consumer metrics are recommended for …

What Happens Online Stays Online? Segment-Specific Online And Offline Effects Of Banner Advertisements, Lara Lobschat, Ernst C. Osinga, Werner J. Reinartz

Research Collection Lee Kong Chian School Of Business

Many firms allocate increasing parts of their advertising budgets to banner advertising. Yet, for firms that predominantly sell offline, existing research provides little guidance on online advertising decisions. In this study, the authors analyze the impact of banner advertising on consumers' online and offline behavior across multiple distinct campaigns for one focal firm, which predominantly sells through the offline channel. Results suggest that banner and TV advertising increase website visit incidence for consumers who had not visited the focal firm's website in the previous four weeks (non-recent online consumers). For these consumers, banner and TV advertisements indirectly increase offline sales …