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Native advertising acceptance or avoidance : the effects of personalization and trust
The growth of native advertising seems to be increasing as rapidly as the concerns about it. Growing ethical concerns may hinder advertisers from employing native advertising freely regardless of its effectiveness. Likewise, despite the many industry studies and findings on native advertising, to date, limited academic research has explored the interplay between perceived ethical concerns and consumer response to native advertising. The purpose of this study was to investigate antecedents and consequences of native advertising avoidance and examine the effects of (1) perceived deceptiveness, (2) media trust, (3) brand trust, and (4) perceived personalization on perceived privacy concerns, ad skepticism, attitude toward the brand, ad avoidance, and purchase intention. Findings from the first study revealed significant three-way interaction effects among perceived deceptiveness, media trust, and brand trust on ad skepticism and attitude toward the brand. These findings are notable because consumers’ low perceived deceptiveness appears to be able to offset either low brand trust or low media trust. As such, identifying that native advertising is indeed advertising can enhance the effectiveness of the advertising message by lowering skepticism. Experiment 2 demonstrated significant two-way interaction effects between perceived personalization and media trust on privacy concerns, ad avoidance, and purchase intention. Specifically, consumers who had high trust in the social media in which the native ad appeared generated lower levels of perceived privacy concerns and lower levels of ad avoidance when they felt that the native advertising was highly personalized. In contrast, consumers who had low trust in the social media in which the native ad appeared reacted oppositely in that they had higher privacy concerns and higher ad avoidance when they perceived the ad as highly customized to their needs and interests. The findings contribute theoretically to our understanding of Psychological Reactance Theory and ad avoidance by demonstrating the moderating role of perceived personalization in responding to native advertising. Additionally, findings from this study provide managerial implications in that personalized advertising can offset weaknesses stemming from low media trust or low brand trust.Advertisin
Undergraduate Students\u27 Attitudes About the Collection, Use, and Privacy of Search Data in Academic Libraries
The purpose of this study was to understand undergraduate students’ attitudes about search data privacy in academic libraries and their preferences for how librarians should handle information about what students search for, borrow, and download. This is an important area of study due to the increasingly data-driven nature of evaluation, accountability, and improvement in higher education, along with libraries’ professional commitment to privacy, which has historically limited the amount of data collected about student use. Using a qualitative approach through the lens of interpretive description, I used the constant comparative method of data collection and analysis to conduct semi-structured interviews with 27 undergraduate students at a large, urban public research institution. Through inductive coding, I organized the data into interpretive themes and subthemes to describe students’ attitudes, and developed a conceptual/thematic description that illustrates how they are formed.
Students revealed that a variety of life experiences and influences shaped their views on search data privacy in academic libraries. They viewed academic library search data as less personally revealing than internet search data. As a result, students were generally comfortable with libraries collecting search data so long as it is used for their benefit. They were comfortable with data being used to improve library collections and services, but were more ambivalent about use of search data for personalized search results and for learning analytics-based assessment. Most students expressed a desire for de-identification and user control of data. Some students expressed concern about search data being used in ways that reflect bias or favoritism. Participants had moderate concern about their library search data privacy being used by government agencies to protect public safety. Although some disagreed with the practice in concept, most did not feel that the search data would be useful, nor would it reveal much about their personal interests or selves. Students who were not comfortable with the idea of search data collection in academic libraries often held their convictions more strongly than peers who found the practice acceptable.
The results of this study suggest that academic libraries should further explore student perspectives about search data collection in academic libraries to consider how and if they might adjust their data collection practices to be respectful of student preferences for privacy, while still meeting evaluation and improvement objectives. This study achieved the intended purpose of contributing a foundational body of knowledge about student attitudes regarding search data privacy in academic libraries. It positions librarian-researchers to develop studies that further this line of inquiry in an area that has significant implications for both user privacy and libraries’ practices for assessment and evaluation.
Limitations of this study include its limited generalizability as a result of the qualitative research design, and the fact that it relied primarily on a convenience sampling method
Setting the Future of Digital and Social Media Marketing Research: Perspectives and Research Propositions
in pressThe use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts' perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.Peer reviewe
A Normative Classification of Consumer Big Data
The big data phenomenon has transformed every area of life and business. Businesses today rely on the volume, velocity, and variety (3Vs) of data available today in product design, advertisement, sales, and post-sale follow up activities. Communication between the firm and the consumer is personalized using data collected on the consumer to match the consumer’s location, time, and needs. Some marketers argue that this has birth a new era of marketing; transformative marketing, in which the firm’s ability to deliver value and to acquire and maintain long-run competitive advantage determined by the firm’s data resources. In other words, data are the currency of the transformative marketing era. This sentiment is pervasive and has led to massive investments in data in recent years.
This dissertation puts forward a classification of consumer big data to aid the firm extract value out of big data despite the 3Vs. The classification also demonstrates how value in a transformative marketing era does not have to be created at the expense of the consumer, but with the consumer. Five conceptual dichotomies are put forward in essay two that are more comprehensive than any other classification of data available in the research.
Finally, the third essay investigates how the big data phenomenon affects consumer freedom and emotions. Most people agree that freedom is a fundamental human right, and that business practices should respect consumer freedom. However, research on consumer freedom is scant. Two experiments investigate how the characteristics of data collected on consumers affects consumer perception of decision freedom and satisfaction with value propositions. With the big data phenomenon has come a push toward algorithmic decision making. Consumer’s anxiety toward algorithmic decision making is investigated along with the satisfaction derived from decisions made by third parties that collect data on consumers
College and Career Ready through Personalized Learning: Business and Industry Perspective of the Don Tyson School of Innovation
This qualitative research study describes perceptions of Northwest Arkansas’ business, industry and post-secondary institutions as to the Don Tyson School of Innovation (DTSOI) and its ability to prepare students for Northwest Arkansas’ college and career needs. Designated as one of the first schools of innovation in Arkansas through ACT 601 of 2013 by the Arkansas Department of Education (ADE), the DTSOI employs Science, Technology, Engineering, and Mathematics (STEM) in every aspect of curriculum. The DTSOI represents the first school in Arkansas to hold the distinction of holding both school of innovation status as well as being a public, district- conversion charter school. This model is the first in Arkansas to embrace a student-centered, time flexible, competency-based, blended, personalized learning experience. Students at SOI have the opportunity to attain their high school diplomas while also acquiring professional industry credentials, internship experience, early college experience, and even an Associate’s Degree. In addition to new curricular and instructional models, the DTSOI offers students deeper experiences in developing “soft or executive skills” deemed by Northwest Arkansas business, industry and post-secondary members as valuable employment traits. Created with combined effort from post-secondary educational partners, local businesses, and industry, DTSOI includes executive skills in every aspect of curriculum to promote student career readiness. Currently in the fourth year of operation (2017-2018), the program is predicated on being agile enough to both prepare students to excel in post-secondary education and career readiness, adapting as industry needs change. In this study, stakeholders were asked whether they see evidence of SOI’s success, based on their knowledge and perception of the school programs and interactions with DTSOI students
Emerging Digital Marketing Strategies Using Mobile Instant Messaging
Customer engagement by commercial mobile instant messages (MIMs) is hampered by the high rate of customer irritation of receipt of the message. Increasing customer engagement is essential to marketing managers because MIMs marketing opportunities do not translate into sales unless marketers employ effective strategies for MIMs as a communication channel. Grounded in the technology acceptance model, the purpose of this qualitative multiple case study was to explore strategies marketing managers used to improve customer engagement with MIMs. The participants included 4 marketing managers from 3 organizations in the southeastern region of the United States who utilized MIMs as a marketing tool to improve customer engagement strategies. Data were collected from semistructured interviews and mobile instant messages used in marketing campaigns. Data were analyzed using thematic analysis, 3 themes emerged as build trust, engage the customer, and optimize the message value. A key recommendation is marketers should avoid the use of personal names in MIM marketing campaigns. The implications for positive social change include the potential for improved consumer engagement for community residents through increased tax revenue, higher job performance for marketing managers, and the benefit of a more informed public
The effects of website quality on customer satisfaction, use intention, and purchase intention: A comparison among three types of booking channels
There is no doubt that hotel distribution has changed dramatically since the advent of the Internet. Online travel agencies’ (OTAs) and hotel websites have risen to reach a broader range of customers to generate more revenue. The latest in a series of disruptive innovations brought by the Internet, is the sharing economy business. This new wave of peer-to-peer businesses allow customers to make money from underused assets. In the hospitality industry, Airbnb is the best-known example of this phenomenon.
The proliferation of online accommodation booking websites has created the need for measurement criteria to evaluate the quality of website. It is important for hoteliers, hosts, and website designers to understand and compare what components comprise website quality and how website quality influences customers’ purchase intention across three types of booking channels: OTA websites, hotel branded websites, and hospitality sharing economy platforms (HSEPs). This study identified what constituted website quality by regressing the perceived ease-of-use, information quality, privacy risk, and website aesthetics against overall website quality. This study also proposed a purchase intention model by adding customer satisfaction and use intention as two mediating variables.
Results from 973 online survey responses revealed the conceptualization of website quality varied across three types of booking websites and highlighted the importance of website aesthetics. It was suggested OTA website quality was assessed based on customers’ experience in the information search process, while hotel website quality was evaluated with a focus on the technical adequacy. In the HSEP setting, it was noted that aesthetics was viewed as high-quality. Additionally, this study confirmed the inter-relationships among website quality, customer satisfaction and purchase intention, and mapped the customers’ search-purchase relationships in an online context. The mediating effects of customer satisfaction and use intention were also detected.
The contribution of this research is both academic and practical. First, given the rapid growth of sharing economy platforms, this research is among the first studies to investigate the impact of website quality on customers’ intention to purchase on the HSEPs; and provides new insights in understanding this niche segment from customers’ perspectives. Second, this study expands upon the current website quality measurements body of knowledge in a more accurate manner by assessing measurement invariance and regressing overall website quality against each proposed website quality dimension across three booking channels. The third contribution of study is through the inclusion of two types of behavioral intentions (use intention and purchase intention) and the examination of the relationship between these two constructs, which suggest the diminished value of the billboard effect. Lastly, this study helps hospitality industry practitioners better position their own websites by revealing and comparing the influential factors that determine online accommodation bookers’ perceptions towards three types of booking channels
AI Human Impact: Toward a Model for Ethical Investing in AI-Intensive Companies
Does AI conform to humans, or will we conform to AI? An ethical evaluation of AI-intensive companies will allow investors to knowledgeably participate in the decision. The evaluation is built from nine performance indicators that can be analyzed and scored to reflect a technology’s human-centering. When summed, the scores convert into objective investment guidance. The strategy of incorporating ethics into financial decisions will be recognizable to participants in environmental, social, and governance investing, however, this paper argues that conventional ESG frameworks are inadequate for AI-intensive companies. To fully account for contemporary technology, the following categories of evaluation will be developed and featured as vital investing criteria: autonomy, dignity, privacy, performance. With these priorities established, the larger goal is a model for humanitarian investing in AI-intensive companies that is intellectually robust, manageable for analysts, useful for portfolio managers, and credible for investors
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