A user perspective of quality of service in m-commerce

This is the post-print version of the Article. The official published version can be accessed from the link below - Copyright @ 2004 Springer VerlagIn an m-commerce setting, the underlying communication system will have to provide a Quality of Service (QoS) in the presence of two competing factors—network bandwidth and, as the pressure to add value to the business-to-consumer (B2C) shopping experience by integrating multimedia applications grows, increasing data sizes. In this paper, developments in the area of QoS-dependent multimedia perceptual quality are reviewed and are integrated with recent work focusing on QoS for e-commerce. Based on previously identified user perceptual tolerance to varying multimedia QoS, we show that enhancing the m-commerce B2C user experience with multimedia, far from being an idealised scenario, is in fact feasible if perceptual considerations are employed

Trust in Electronic Commerce: A New Model for Building Online Trust in B2C

The rapid growth in the electronic commerce over the internet has fuelled predictions and speculations about what makes a business to consumer (B2C) web site effective. Increasing use of the World Wide Web as a B2C commercial tool raises interest in understanding the key issues in building relationships with customers on the internet. Trust is believed to be the key to these relationships. In this paper, an overall model has presented for building online trust in this context. This model outlines some of the key factors that are related in this area and suggests a framework based on these factors. With respect to the position and importance of the trust in online commerce, this model helps businesses in order to capture, sustain and construct long-term relationships with their consumers.               Keywords: E-Trust, Reverse engineering, Business-consumer web sites, online shopping, Web desig

Performance of online advertising : search, display and social media Ads

Digital advertising is becoming increasingly relevant. In particular, managers are gradually allocating the online budget to mobile and social media advertising. For that reason, it becomes essential to understand the performance of different ad types and the dynamics within each format and platform. The present study aims to compare different ad types – search, display and social media – whilst assessing the impact of different devices – mobile devices and computers – on online campaign performance. Moreover, it seeks to understand the factors that explain the performance within each ad type. This dissertation focuses on a B2B company that advertises an invoicing software using Google and Facebook. To this end, the study is based on descriptive quantitative research, analyzing secondary data from sixteen campaigns. The results show that search ads perform better on average than social media and display ads. However, the device of impression has also a significant impact on campaign performance. In fact, ads displayed on mobile devices yield more clicks and ads displayed on computer desktops generate more conversions. On Facebook, users often clicked on an ad in a mobile device and switched to a computer to convert. Besides, the targeting strategy adopted in display and social media ads has a significant influence on performance. On social media, ads retargeted to visitors of the company’s website originated significantly more conversions. In conclusion, these findings are relevant for managers in allocating the online budget across ad types and in optimizing the ads for different devices and target audience.A publicidade digital tem um peso crescente na despesa em publicidade. Em particular, as empresas estão a alocar o orçamento digital a publicidade móvel e nas redes sociais. É essencial compreender o desempenho de diferentes tipos de anúncios e a dinâmica dentro de cada tipo de formato e de plataforma. O presente estudo compara diferentes tipos de anúncios – anúncios de pesquisa, de display e de redes sociais – analisando o impacto dos dispositivos de exibição – dispositivos móveis e computadores – no desempenho de campanhas. Além disso, pretende identificar os factores explicativos do desempenho de cada tipo de anúncio. A dissertação foca-se numa empresa comercial que anuncia um software de facturação através do Google e do Facebook. Numa óptica de pesquisa quantitativa descritiva, este estudo analisa dados secundários de dezasseis campanhas. Os resultados mostram que os anúncios de pesquisa têm em média um melhor desempenho. Contudo, o dispositivo de impressão tem uma influência significativa no mesmo. Os anúncios exibidos em dispositivos móveis geraram mais cliques e os anúncios exibidos em computadores mais conversões. No Facebook, alguns utilizadores clicaram no anúncio através de um dispositivo móvel e subscreveram ao software num computador. Adicionalmente, a estratégia de segmentação adoptada nos anúncios display e nas redes sociais influenciou o seu desempenho. No Facebook, os anúncios redireccionados aos visitantes do site da empresa originaram significativamente mais conversões. Concluindo, estes resultados são relevantes na alocação do orçamento digital a vários tipos de anúncios e na optimização dos anúncios para diferentes dispositivos e tipos de público alvo

The effect of educational content marketing on Facebook brand engagement

This dissertation reviewed theoretic publications to understand the drivers of brand engagement through Facebook of B2B companies, in particular, to determine which elements explain why Facebook users “like” or “share” some contents and not others. Few studies were found about the efficacy of different elements in educational content spread through social media. In view of this, the efficacy of two promising message elements – content novelty and use of statistical data -, was further tested through the performance of A/B tests. To this end, the content of posts on a Facebook fan page of a Colombian start-up, B2B service company was experimentally manipulated during the last trimester of 2015. Posts were randomly showed to groups of men and women targeted through Facebook, and post engagement assessed by measuring click-through rates, likes and shares, using data provided by Facebook Insights. The performance of the experimental campaign was benchmarked against past campaign results from the same company, as well as industry and competition performance on similar campaigns. Results show that the experimental campaign generally performed better than the benchmarks considered. A/B test results show that content containing statistical data had a negative effect on the engagement rate of both genders, whereas content with a high level of novelty had a negative effect on men’s, but a positive effect on women’s, engagement rate. No statistically significant differences between mean engagement rates between A and B post versions were found aside those driven by gender differences, probably due to lack of statistical power.Esta dissertação reviu publicações teóricas com o intuito de compreender os drivers de brand engagement através de páginas de Facebook de empresas B2B, para determinar os elementos que explicam o porquê de as pessoas fazerem likes e partilhas em algumas publicações e noutras não. Poucos estudos foram encontrados sobre a eficácia de elementos da mensagem. Assim, a eficácia de dois elementos da mensagem - novidade conteúdo e uso de dados estatísticos -, foi testada através do desempenho de testes A / B. Para este fim, o conteúdo das mensagens de uma página de fãs do Facebook, foi manipulado de forma experimental durante o último trimestre de 2015. As mensagens foram apresentadas aleatoriamente a grupos de homens e de mulheres onde o post engagement foi avaliado através da medição as taxas de click-through rates, likes e shares, utilizando dados fornecidos pelo Facebook Insights. O desempenho da campanha experimental foi aferido em comparação com os resultados das campanhas anteriores da mesma empresa, a indústria e os seus competidores em campanhas semelhantes. Os resultados mostram que a campanha experimental geralmente tem um desempenho melhor do que os valores de referência considerados. Os resultados dos testes A / B mostram que o conteúdo que incluía dados estatísticos teve um efeito negativo sobre a taxa de engagement de ambos os sexos, enquanto que conteúdo com um elevado nível de novidade teve um efeito negativo nos homens mas, um efeito positivo sobre mulheres. Não foram encontradas diferenças estatisticamente significativas provavelmente devido à falta do poder estatístico

A holistic framework of corporate website favourability

This paper extends the current knowledge of corporate website favourability (CWF) by developing a comprehensive conceptual model of its influence on corporate image, corporate reputation, loyalty and identification. The paper reviews previous studies on corporate websites from the perspectives of marketing, management, corporate identity and corporate visual identity in order to inform our understanding of the antecedents and consequences of CWF. The propositions and the conceptual framework present an approach by which a corporation can design and manage a favourable corporate website. A number of important contributions are offered: First, the paper adds to the understanding of CWF; second, it discusses the antecedents of CWF by drawing upon the existing literature; third, it is beneficial for practitioners in shaping CWF strategies, and fourth, it offers possible consequences of CWF and provides a framework for future testing

B2B Social Media Marketing: From Information to Decision to Retention

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 of Web 2.0 and social media sites has seen a shift from offline social networking to online social networking resulting in intangible and arguably impersonal forms of communication between parties

The Influence of Website Design on Online Trust in Electronic Commerce Retailing Environments

E-commerce retail sales continue to experience significant growth in the United States (U.S.) annually. However, the contribution of e-commerce retail sales towards total retail sales in the U.S. remains low. Furthermore, the growth of e-commerce retail sales from year to year as a percentage of total retail sales in the U.S. is also fractional. The lack of online trust by consumers has been cited as a significant barrier to transacting online and a possible cause of this slow-moving trend. E-commerce retail sales are paramount to the success and profitability of online merchants. It remains critical to understand the underlying determinants of online trust as a precursor to online purchase intention. This study sought to explore the effect of one such determinant namely, website design, on online trust. Using constructs and scales synthesized from the salient literature, the effects of visual design, social-cue design, and content design on online trust were measured and reported. Additionally, the mediating influence of online trust on online purchase intention was investigated. Demographic factors of age and gender were also examined for possible moderating effects of website design on online trust. A conceptual model of the influence of website design on online trust and the influence of online trust on purchase intention in e-commerce retailing environments was also tested. The study involved scenario-based survey research methodology. Participants were presented with two websites along with a fictitious purchase scenario and post-scenario survey. The survey captured their responses with respect to the design elements of each website, their inclination to trust each website, and their intention to make a purchase from each website. Participants’ age range and gender were also captured in the survey. A total of 502 participants took part in the study. The results found that each of the components of website design namely, visual design, social-cue design, and content design had a statistically significant effect on online trust. Online trust was also found to mediate the effect of these design factors on purchase intention. Finally, no significant effects of age or gender on website design’s relationship with online trust were found. Subsequently, implications and suggestions for future research are presented

Managing the content of LinkedIn posts: Influence on B2B customer engagement and sales?

This study investigates whether LinkedIn content in a business-to-business (B2B) service setting affects how firms generate engagement and sales revenue. Drawing on social media marketing theoretical underpinnings, we explain how a new post typology (sales, technical, and social) and customer engagement (likes, clicks, shares, and comments) are relevant to increase firm performance. We specify a VAR model with exogenous variables (VARX) using 106 weeks of data from a new, steadily growing B2B firm. We focus on the cumulative effects (i.e., short- and long-term effects) of the types of posts, website visits, new followers, and a composite of engagement behaviors over time and compute elasticities with impulse response functions (IRFs). Our findings indicate that followers and website visits positively affect the amount of sales revenue, and sales posts and website visits drive the number of followers. In addition, we find that social posts, new followers, and sales revenue positively influence engagement. These findings demonstrate the utility of LinkedIn at the firm level, preventing top management from perceiving social media as an ornamental accessory, and provide guidance for B2B marketers about what content to post on LinkedIn

Integrated marketing communications : suitability in B2B markets : the case of the brand DaTerra

As it is often said: “If you don’t see it, it doesn’t exist”. In this sense, the relevant choice of promotion tools has gained importance as a differentiating instrument for companies, in order to become popular and acquire a solid degree of reputation and status. Being the choice of more relational communication tools quite common among business markets, it is starting to be questioned if the use of those tools is sufficient alone or, if it is reasonable for business actors to reach out to other communication instruments typically used in consumer markets. This dissertation focuses, firstly, on the specificities of business markets, the communication molds within this field and the changing views regarding this matter, based on studies of other authors. Secondly, there will be an analysis to the promotion practices of a business-to-business brand that operates within the homeware industry, in light of good practices studied. Thirdly, it is discussed the appropriateness of communication channels outside businesses comfort zone – namely public relations and interactive marketing – highlighting the relevance of an integrated marketing communications’ approach. Finally, some suggestions regarding the brand’s current promotion strategy are proposed, which overall manifest themselves in potential gains in terms of brand awareness. The results show that there is a tendency to focus on somewhat more relational communication tools and, thus, facing the nature of the business, it is recommended to the company under study the continuous usage of those instruments. Nevertheless, there is also evidence of room for improvement, namely, the parallel (integrated) use of promotion tools characteristic of consumer markets