4,225 research outputs found

    How social media brand community development impacts consumer engagement and value formation; perspectives from the cosmetics industry

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    Social media and social media brand communities (SMBCs) are powerful tools for long-term consumer-brand relationship building. As a result, SMBCs are becoming significant marketing channels. Despite the wide use and adoption of SMBCs, further research is called for, as both practitioners and academics lack an understanding of the processes taking place within SMBCs. This study aims to contribute to knowledge of: (1) consumer engagement, (2) value formation in SMBCs, and (3) establishing the relationship between consumer engagement and value formation within the SMBC environment. This thesis adopts netnography, a method commonly employed to explore online communities in the social media environment. Three cosmetics brands were selected for this study. The selection was driven by geographical location, posting frequency and user activity. Data were retrospectively collected from Facebook SMBCs between 1st December 2019 and 31st January 2020. The data analysis employed thematic analysis techniques and was further guided by netnographic procedural steps, encompassing 25 distinct data operations. In total, 87 conversation threads were examined, which included 6,401 consumer comments. The findings present a typology of brand posts consisting of five overarching themes: presentation of offerings, belongingness building, engagement building, value-led, and educational. The research also identified a consumer comment typology consisting of four overarching themes brand-centred communication, cognitive-centred communication, conversation-centred communication, and personal experience-centred communication. Additionally, the thesis explores value formation processes within SMBCs, and the value types formed through consumer-to-consumer value formation interaction, brand-to-consumer value formation interaction, consumer-to-brand value formation interaction, as well as individual value formation processes, i.e., customer independent value formation and brand independent value facilitation. Through the findings, thesis broadens knowledge of the implication of SMBC development on consumer engagement. Additionally, this study extends the scope of value formation beyond service marketing, providing valuable insights into how value is created and perceived in the context of SMBCs. This research is also of significance for practice as it offers guidance and insight into how different brand posts can facilitate SMBC development, and, in turn, consumer engagement and value formation. The research provides a link between SMBC development and consumer engagement, highlighting the importance of SMBCs in the successful facilitation of consumer engagement. In particular, it provides evidence that the development of an SMBC has a significant impact on consumer engagement. The typology of brand posts that this study generates highlights the link between the types of posts published by the brand and SMBC development. In addition, the typology of consumer posts also suggests that there is a link between the types of comments published by consumers and the degree of SMBC development. As a result, the findings indicate significant growth in the variety of topics discussed within more developed SMBCs alongside a shift within the topics discussed. The study also investigates value formation within SMBCs, thereby enhancing the understanding of how SMBCs can facilitate value formation. By doing so, this research successfully extends the value formation lens predominantly applied in service marketing. In particular, the findings highlight the role of different actors in enabling the formation of different value types. Furthermore, the research emphasises the value of SMBCs as knowledge repositories as important virtual spaces for both brands and consumers. The findings facilitate understanding of the importance of SMBCs in value formation processes, contributing to advancing knowledge of the role of SMBCs in the development of consumer engagement and value formation. The thesis presents a contextualised conceptual framework of value formation within SMBCs, that captures different interactions taking place in the SMBC environment but also draws attention to the different value types generated through interaction between different actors. Finally, the thesis offers a conceptual framework of SMBCs, consumer engagement and value formation, which captures the correlation between the three researched concepts

    Digital transformation: A multidisciplinary perspective and future research agenda

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    Digital transformation has had an unprecedented influence on all sectors of business over the last decade. We are now entering an era characterized by the extensive digital transformation of businesses, society, and consumers. Therefore, digital transformation has become a pivotal focus for organizations across various sectors in recent years. Despite differing scholarly perspectives on the concept and elements of digital transformation, a consensus exists that it significantly impacts consumer decisions and necessitates organizational adaptation. Recent challenges such as the COVID‐19 pandemic have further accelerated the need for digital transformation and its effects on consumers. This necessitates an editorial perspective on this most important topic to establish future research agenda encompassing the various dimensions of digital transformation. The purpose of this editorial perspective is to review research on digital transformation from a multidisciplinary viewpoint and provide insights into several key domains—Internet‐of‐Things, social media, mobile apps, artificial intelligence, augmented and virtual reality, the metaverse, and corporate digital responsibility—that are poised to fuel the pace of digital transformation. Each domain is analyzed through a lens of introduction, role, importance, multifaceted impact, and conclusions. Future research directions are suggested

    Assessing the Role and Regulatory Impact of Digital Assets in Decentralizing Finance

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    This project will explore the development of decentralized financial (DeFi) markets since the first introduction of digital assets created through the application of a form of distributed ledger technology (DLT), known as blockchain, in 2008. More specifically, a qualitative inquiry of the role of digital assets in relation to traditional financial markets infrastructure will be conducted in order to answer the following questions: (i) can the digital asset and decentralized financial markets examined in this thesis co-exist with traditional assets and financial markets, and, if so, (ii) are traditional or novel forms of regulation (whether financial or otherwise) needed or desirable for the digital asset and decentralized financial markets examined herein? The aim of this project will be to challenge a preliminary hypothesis that traditional and decentralized finance can be compatible; provided, that governments and other centralized authorities approach market innovations as an opportunity to improve existing monetary infrastructure and delivery of financial services (both in the public and private sector), rather than as an existential threat. Thus, this thesis seeks to establish that, through collaborating with private markets to identify the public good to which DeFi markets contribute, the public sector can foster an appropriate environment which is both promotive and protective of the public interest without unduly stifling innovation and progress

    The value and structuring role of web APIs in digital innovation ecosystems: the case of the online travel ecosystem

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    Interfaces play a key role in facilitating the integration of external sources of innovation and structuring ecosystems. They have been conceptualized as design rules that ensure the interoperability of independently produced modules, with important strategic value for lead firms to attract and control access to complementary assets in platform ecosystems. While meaningful, these theorizations do not fully capture the value and structuring role of web APIs in digital innovation ecosystems. We show this with an empirical study of the online travel ecosystem in the 26 years (1995–2021) after the first Online Travel Agencies (OTAs) were launched. Our findings reveal that web APIs foster a dynamic digital innovation ecosystem with a distributed networked structure in which multiple actors design and use them. We provide evidence of an ecosystem where decentralized interfaces enable decentralized governance and where interfaces establish not only cooperative relationships, but also competitive ones. Instead of locking in complementors, web APIs enable the integration of capabilities from multiple organizations for the co-production of services and products, by interfacing their information systems. Web APIs are important sources of value creation and capture, increasingly being used to offer or sell services, constituting important sources of revenue

    Electronic Customer Relationship Management Systems in E-Commerce Platforms: Exploring the Antecedents of Technology Acceptance and Customer Satisfaction

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    This paper undertakes a comprehensive analysis of the cutting-edge maneuvers in Electronic Customer Relationship Management e-CRM in an e-commerce context, encompassing four significant categories: e-CRM, cost, technology acceptance, and customer satisfaction. It also evaluates the construct developments in these four categories. To assess the effectiveness and accuracy of the measurement model, the method of Structural Equation Modeling was utilized. Gathered data from 167 e-commerce sellers in Bandung, the results showed that e-CRM performance relied heavily on the ability of infrastructure, ease of use, and e-learning systems. The development and integration of these factors led to a positive effect on the effectiveness of the e-CRM. In addition, the findings underscored that customer expenses had a favorable influence on customer relationship performance. Consequently, this relationship performance led to an enhancement in the overall effectiveness of the e-CRM in e-commerce. A managerial implication for each category is also provided, along with suggestions for future research and directions

    SMEs in the (food) global value chain : a European private law perspective

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    Defence date: 28 January 2020Examining Board: Professor Hans-W. Micklitz (supervisor), European University Institute; Professor Martijn Hesselink, European University Institute; Professor Antonina Bakardjieva Engelbrekt, Stockholm University; Professor Sergio CĂĄmara Lapuente, University of La RiojaThis dissertation is about the approach of EU private law towards the regulation of fair trading practices along the global value chain and about the parallel development of SMEs as a new legal status. The thesis starts from the assumption that the transformation of the global economy into global supply chains has undermined traditional private laws as historically embodying the diverse cultural traditions and socioeconomic realities of the member states. These traditions portray the socioeconomic role of small businesses in various ways. However, the conventional schemas of national private laws struggle, both in their substance and enforcement dimensions, with the destabilizing effect brought about by the global chain. At the same time, the supply chain has provided leeway for innovative forms of private regulation by means of contract. The EU uses this leeway to manage persistent national differences in B2b trading practices. By means of coregulation, the EU transforms national fair trading laws through three parallel mechanisms: the re-definition of SMEs as actors in the internal market; the establishment of new mechanisms for enforcement; the promotion of new substantive standards for trading practices

    Digitalization and Development

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    This book examines the diffusion of digitalization and Industry 4.0 technologies in Malaysia by focusing on the ecosystem critical for its expansion. The chapters examine the digital proliferation in major sectors of agriculture, manufacturing, e-commerce and services, as well as the intermediary organizations essential for the orderly performance of socioeconomic agents. The book incisively reviews policy instruments critical for the effective and orderly development of the embedding organizations, and the regulatory framework needed to quicken the appropriation of socioeconomic synergies from digitalization and Industry 4.0 technologies. It highlights the importance of collaboration between government, academic and industry partners, as well as makes key recommendations on how to encourage adoption of IR4.0 technologies in the short- and long-term. This book bridges the concepts and applications of digitalization and Industry 4.0 and will be a must-read for policy makers seeking to quicken the adoption of its technologies

    “So what if ChatGPT wrote it?” Multidisciplinary perspectives on opportunities, challenges and implications of generative conversational AI for research, practice and policy

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    Transformative artificially intelligent tools, such as ChatGPT, designed to generate sophisticated text indistinguishable from that produced by a human, are applicable across a wide range of contexts. The technology presents opportunities as well as, often ethical and legal, challenges, and has the potential for both positive and negative impacts for organisations, society, and individuals. Offering multi-disciplinary insight into some of these, this article brings together 43 contributions from experts in fields such as computer science, marketing, information systems, education, policy, hospitality and tourism, management, publishing, and nursing. The contributors acknowledge ChatGPT’s capabilities to enhance productivity and suggest that it is likely to offer significant gains in the banking, hospitality and tourism, and information technology industries, and enhance business activities, such as management and marketing. Nevertheless, they also consider its limitations, disruptions to practices, threats to privacy and security, and consequences of biases, misuse, and misinformation. However, opinion is split on whether ChatGPT’s use should be restricted or legislated. Drawing on these contributions, the article identifies questions requiring further research across three thematic areas: knowledge, transparency, and ethics; digital transformation of organisations and societies; and teaching, learning, and scholarly research. The avenues for further research include: identifying skills, resources, and capabilities needed to handle generative AI; examining biases of generative AI attributable to training datasets and processes; exploring business and societal contexts best suited for generative AI implementation; determining optimal combinations of human and generative AI for various tasks; identifying ways to assess accuracy of text produced by generative AI; and uncovering the ethical and legal issues in using generative AI across different contexts

    Managerial mindset effects on international marketing strategy adaptation decisions

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    This research investigates how managerial implicit theories—people's implicit beliefs about the malleability of human characteristics—affect international marketing strategy adaptation decisions among B2B exporting managers. Building on mindset theory and the international marketing literature, we hypothesize that managers with a growth mindset will opt for higher levels of marketing strategy adaptation while fixed-mindset managers, who believe in the immutability of human traits, will likely standardize across markets. Across two experimental studies that manipulate mindset, we test these hypotheses and their underlying mechanism and boundary conditions. The results of Study 1 show that mindset affects lifestyle adaptation intentions for individuals in general, thus establishing the baseline relationship. Study 2 finds that business-to-business international marketing managers exposed to a growth (fixed) mindset are indeed more likely to adapt (standardize) their international marketing strategy toward foreign markets. We further show that mindset affects ambiguity tolerance, which in turn affects adaptation decisions, and that the effect of mindset is dampened (strengthened) under low (high) psychic distance conditions. This research enriches the international marketing literature by showing a managerially relevant antecedent of international marketing strategy adaptation decisions and extends implicit theory by showing a behavioral outcome of mindset

    Ypsilanti Histories: A Look Back at the Last Fifty Years

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    In commemoration of their city\u27s bicentennial, the people of Ypsilanti look back on the dramatic changes that the last fifty years brought to this small town in southeastern Michigan. Drawing on archival research, published sources, and personal recollections, Ypsilanti Histories explores the government, educational institutions, businesses, community organizations, neighborhoods, and individuals that have defined Ypsilanti since 1973. As befits the rich diversity of the community, Ypsilanti Histories captures a range of experiences. It explores the controversies that have rocked the city from the university mascot to school consolidation, while also celebrating the city\u27s oldest African American civic organization and the pioneering Ypsilanti Heritage Foundation. Beloved businesses like the Ypsilanti Food Coop and the Ypsilanti Thrift Shop are profiled here as are some of the city\u27s greatest heroes including a Medal of Honor recipient. The effects of deindustrialization are documented as are the challenges that this brought to Michigan Avenue, Depot Town, and various neighborhoods. Education has long been central to Ypsilanti\u27s history, and Ypsilanti Histories examines changes at the city\u27s high school and Eastern Michigan University. The authors of Ypsilanti Histories are amateur and professional historians who call Ypsilanti home. Many personally witnessed the events they describe, and some played a key role in the histories they tell. Ypsilanti Histories: A Look Back at the Last Fifty Years is edited by John McCurdy, Bill Nickels, Evan Milan, and Sarah Zawacki.https://commons.emich.edu/books/1011/thumbnail.jp
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