Special issue on information flow and WOM in social media and online communities

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Technology-driven online marketing performance measurement: lessons from affiliate marketing

Although the measurement of offline and online marketing is extensively researched, the literature on online performance measurement still has a number of limitations such as slow theory advancement and predominance of technology- and practitioner-driven measurement approaches. By focusing on the widely employed but under-researched affiliate marketing channel, this study addresses these limitations and evaluates the effectiveness of practitioner-led online performance assessment. The paper offers a comprehensive review of extant performance measurement research across traditional, online and affiliate marketing and, employing grounded theory, presents a qualitative in-depth analysis of 72 online forum discussions and 37 semi-structured interviews with the major affiliate marketing stakeholders. As a result, the research identifies a growing need for change in the technology-pushed measurement approaches in affiliate marketing, and proposes actionable improvement recommendations for affiliate and online marketing managers

Quality modeling in electronic healthcare: a study of mHealth Service

Information and communication technologies (ICTs) have the potential to radically transform health services in developing countries. Among various ICT driven health platforms, mobile health is the most promising one because of its widespread penetration and cost effective services. This paper aims to examine Quality Modeling in Electronic Healthcare by using PLS based SEM

Exploring the eco-attitudes and buying behaviour of Facebook users

Eco-friendly consumers’ attitudes are becoming increasingly frequent, recent research indicating that pro-environmental purchase behaviour not only lower costs on the long term, but also enhance business stakeholders’ and consumers’ confidence in high added value products and services. This paper undertakes an interdisciplinary research on how social media (i.e. Facebook) can influence users’ perceptions and buying behaviour related to five categories of ecological products and services (eco-food, eco-tourism, eco-housing, eco-textiles and eco-beauty & cosmetics). This research investigates how ecological products and services could gain popularity and overpass the identified purchasing barriers (e.g. high prices, low awareness, low availability) via superior integration in consumers’ daily experiences with Facebook. The research findings indicate that Facebook represents an effective and innovative environment that could build the necessary links between green attitudes and consumers’ hearts and minds

Sustainability as corporate culture of a brand for superior performance

This is the post-print version of the final paper published in the Journal of World Business. The published article is available from the link below. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. Copyright @ 2012 Elsevier B.V.Sustainability research highlights new challenges and opportunities for businesses. This paper reviews the literature to understand the ability of sustainable green initiatives when practiced as a corporate culture to individually create new opportunities for operations, management and marketing. According to current research, business opportunities exclusively available to different functions of a firm can drive its performance. The role of marketing in the achievement of superior performance by virtue of sustainability practices is also explained by the existing literature. Branding literature, however, fails to explain the influence of a brand on sustainability-driven opportunities available to a firm for superior performance. The objective of this study is to explore if a brand can strengthen the ability of sustainability-based green initiatives of managers to drive opportunities available to a firm for superior performance. A conceptual framework grounded in the triple bottom line theory is presented based on the assumption that brand as a stimulating factor can accelerate the conversion of opportunities available to a business into superior performance. Academic and managerial perspectives have been used to draw upon the implications of the model. Both practitioners and academic researchers will benefit from future research on this topic

Exploring the Eco-attitudes and Buying Behaviour of Facebook Users

Eco-friendly consumers’ attitudes are becoming increasingly frequent, recent research indicating that pro-environmental purchase behaviour not only lower costs on the long term, but also enhance business stakeholders’ and consumers’ confidence in high added value products and services. This paper undertakes an interdisciplinary research on how social media (i.e. Facebook) can influence users’ perceptions and buying behaviour related to five categories of ecological products and services (eco-food, eco-tourism, eco-housing, eco-textiles and eco-beauty & cosmetics). This research investigates how ecological products and services could gain popularity and overpass the identified purchasing barriers (e.g. high prices, low awareness, low availability) via superior integration in consumers’ daily experiences with Facebook. The research findings indicate that Facebook represents an effective and innovative environment that could build the necessary links between green attitudes and consumers’ hearts and minds.ecological products & services, Facebook, green attitudes, buying behaviour, eco-food, eco-tourism