791 research outputs found

    CAN THE EFFECTIVENESS OF BRANDED MOBILE APPLICATION COUPONS BE INCREASED THROUGH STORYTELLING?

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    The advent of customer empowering technologies has provided customers with a plethora of online venues to exchange negative experiences with companies and a multitude of other consumers. To mitigate the effect of negative electronic word of mouth (eWOM) companies are increasingly reacting to customers’ online complaints. However, little attention has been paid to examine the impact of companies’ responses via various online platforms on complainers’ brand attitude change. In addition, previous research has not examined whether customers’ motives in voicing their complaints online and their choice of the online platform influence the effectiveness of corporate responses. The objectives of this research are threefold. First, the research aims to examine the impact of various corporate response strategies (accommodative, defensive and no reply) on customers’ brand attitude. In addition, it examines the moderating impact of platform type (company social networking sites/ third party platforms) and customers‘ motives to write negative comments (venting, redress seeking and altruism) on the relationship between corporate response strategies and customers’ brand attitude. The proposed conceptual model aims to explain the factors influencing the effectiveness of companies’ responses to online negative WOM

    Digitizing Offline Shopping Behavior Towards Mobile Marketing

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    The proliferation of mobile technologies makes it possible for mobile advertisers to go beyond the real-time snapshot of the static location and contextual information about consumers. In this study, we propose a novel mobile advertising strategy that leverages full information on consumers’ offline moving trajectories. To evaluate the effectiveness of this strategy, we design a large-scale randomized field experiment in a large shopping mall in Asia based on 83,370 unique user responses for two weeks in 2014. We found the new mobile trajectory-based advertising is significantly more effective for focal advertising store compared to several existing baselines. It is especially effective in attracting high-income consumers. Interestingly, it becomes less effective during the weekend. This indicates closely targeted mobile ads may constrict consumer focus and significantly reduce the impulsive purchase behavior. Our finding suggests marketers should carefully design mobile advertising strategy, depending on different business contexts

    Revolutionizing the supermarket experience : the effect of real time promotions on coupon conversion and brand equity

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    Retailers face a complex task in designing promotional strategies in today’s business environment and, since Millennials will revolutionize consumer marketing, it is critical for companies to succeed in attracting them in order to thrive. As consumers shop while using their smartphone, there is an opportunity window for retailers to easily attract them, by sending push notifications with Real Time Promotions to their smartphones. Hence, the main purpose of this dissertation is to understand whether having Real Time Promotions, in the form of digital coupons, increases coupon redemption and retailer’s brand equity. It also aims to understand if the form in which the coupon is presented, either percentage or cents-off, influences its usage by consumers. Additionally, it will allow us to see if there is a specific consumer profile who will value the most these promotions. For this matter, an online experimental study and seven in-depth interviews were made to reach insightful information. The main conclusions taken from the present study indicate that RTP may increase coupon redemption since coupons are delivered in the store and available for a short time period, signalling time urgency. Regarding the coupon face value, being framed in percentage-off (vs. cents-off) increases coupon redemption for both low-priced and high-priced products, in a supermarket context. Moreover, the implementation of Real Time Promotions enhances retailer’s Brand Equity and these promotions were found to be more relevant for younger consumers.Os retalhistas enfrentam uma tarefa complexa ao desenvolver estratégias promocionais no atual ambiente de negócios e, uma vez que os Millennials irão revolucionar o marketing de consumo, é fundamental que as empresas consigam atraí-los para prosperar. Uma vez que os consumidores utilizam o telemóvel enquanto fazem compras, existe uma oportunidade para os retalhistas os atraírem facilmente enviando notificações com promoções em tempo real para os seus smartphones. Assim, o objetivo principal desta dissertação é perceber se as Promoções em Tempo Real, na forma de vales de desconto digitais, aumentam a redenção dos mesmos e a brand equity do retalhista. Este estudo pretende também investigar se a forma em que o cupão é apresentado, quer em percentagem ou dinheiro, influencia o seu uso pelos consumidores e se existe um perfil específico do consumidor que valorize mais estas promoções. Com este propósito, um questionário on-line e sete entrevistas foram feitas para obter informações mais detalhadas. As principais conclusões do presente estudo indicam que as Promoções em Tempo Real podem aumentar o uso de vales de desconto, uma vez que são entregues em loja e estão disponíveis por um período limitado de tempo, criando pressão no consumidor. Verificou-se também que os cupões em percentagem, em vez de euros, têm um resgate maior tanto para produtos mais baratos como para os produtos mais caros. Além disso, a implementação destas promoções aumenta a brand equity do retalhista e é mais relevante para os consumidores mais jovens

    Comparative Study Of Promotional Mix And Consumer Buying Behavior On Gender Differences Of Smartphone Users In Manado City

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    Communication is the exchange and flow of informations and ideas from one person to another. It is one of the most crucial things in human life. Smartphone is one of the living-proof of the communication development after the invention of mobile phone in early 90s. The complexity of peoples need particularly in communication is also high. Therefore, smartphone market has been extremely potential with mass of consumers are waiting to be reached by outstanding promotion activities. This study aimed to analyze the difference in consumer behavior on promotional mix based on gender differences of smartphone users in Manado city. The type of this research is comparative study. The target of population was the smartphone users in Manado for the total 100 respondents. Data were collected using questionnaires and analyzed using independent sample t-test. The results from the study show there are no significant differences in consumer behavior on promotional mix based on gender differences of smartphone users in Manado. Thus, author has a few recomendations, namely internet marketing, Coupon/Rebates, Magazine and TV are most effective stimulations and mediums to female consumers buying behavior while newspaper, billboard, poster are most effective way to influenced male consumers buying behavior moreover, smartphone companies can use the data of this research to enhance their promotion channels to specific target market of gender. Smartphone companies for targeting males consumer should focus more on informative content. On the other hand, to approach female consumers, the company should focus on emotional content about the product that is being marketed. Keywords: communication, promotional mix, consumer behavio

    What is the role of mobile operators in the mobile payments ecosystem?

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    A communication strategy for continente: proposals to improve the online services

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    A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThis project aims to develop an innovative communication strategy to fulfill an unexplored gap in the online services provided by Continente. Thus, the proposals presented emerged from the opportunity to explore the characteristics of the new customer profile – an up-to-date technology user, looking for convenience – that are not being suitably addressed by the brand. The proposed communication strategy is based on the findings of the market research conducted and matched with the brand’s strategic objectives for the future
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