AN EMPIRICAL ANALYSIS OF REPUTATION EFFECTS AND NETWORK CENTRALITY IN A MULTI-AGENCY CONTEXT

Signals convey information to marketplace participants regarding the unobservable quality of a product. Whenever product quality if unobservable prior to purchase, there is the risk of adverse selection. Problems of hidden information also occur in the consumer marketplace when the consumer is unable to verify the quality of a good prior to purchase. The sending, receiving, and interpretation or signals are potential ways to overcome the problem of adverse selection. In general, there is a lack of empirical evidence for signaling hypothesis, particularly that which links signaling to business performance outcomes. This research proposes that reputation serves as a marketplace signal to convey unobservable information about products offered for sale. Signaling hypotheses are tested in a network context, examining the influence of signals throughout a network of buyers and sellers in a marketplace. There are many situations where a signal does not affect just one sender and one receiver; multiple constituencies may be aware of and react to a given signal. This study incorporates the actions of seller side principals, seller side agents, and buyer side agents when examining marketplace signals and provides a new perspective and better vantage point from which to test signaling theory. The research setting for this study is the world’s largest individual marketplace for Thoroughbred yearlings. Several sources of secondary data are employed. These openly available published sources of information were selected as representative of the information that would typically be available to marketplace principals and agents to use in planning interactions in this unique live auction marketplace. The findings from his study indicate that the reputation of seller side principals and agents affect the eventual business performance outcomes as measured by final price brought at auction for goods. Specifically, seller side principals and agents who have developed a reputation for producing or selling high-priced or high-performing goods will be rewarded in the marketplace with relatively higher prices for their goods. Buyer side agents who are more central in the marketplace will pay relatively higher prices for goods. Evidence suggests that more central seller side agents will receive relatively higher prices for their goods

Humanize your business. The role of personal reputation in the sharing economy

Drawing on the services marketing and sharing economy literature, the study identifies the leading reputational attributes that boost popularity in sharing economy platforms. As popularity stands as a purchase decision-making tool, the purpose of this paper is to jointly examine the influence of personal reputation and product description. A sample of Airbnb listings was collected in November 2016 in Italy and UK (n = 502). The database consists of popularity variables along with personal reputational attributes and the description of the product being offered. The findings of the study, based on the Shapley Value Regression, suggest that personal reputation is of paramount importance, explaining alone almost 40% of popularity variation. The paper concludes with theoretical implications on self-branding and, given the importance weights of the different attributes in popularity building, practical implications for sellers operating in sharing economy platforms

Understanding users’ trust transfer mechanism in food delivery APP

With the rapid dissemination of mobile technologies, along with hectic life nowadays, consumers are more in favor of food delivery apps (FDA). However, many aspects related to the usage of FDAs have not been fully unearthed. Drawing upon the trust transfer theory, the study theorizes the consumer’s trust formation in FDA and investigates the antecedents of trust to platform and trust to a merchant that mediates the continuous usage intention and purchase intention. The proposed framework was tested through structural equation modeling (SEM) based on an online questionnaire. The findings illustrate the trust transfer mechanism in the context of the FDA and its effects, which have both theoretical and practical implications for different stakeholders

ICIS Panel Summary: Should Institutional Trust Matter in Information Systems Research?

This paper summarizes and expands the panel on Should Institutional Trust Matter in Information Systems Research? that was presented during the ICIS 2005 Conference in Las Vegas. The panel was co-chaired by Paul A. Pavlou of the University of California and by David Gefen of Drexel University. The panelists were Izak Benbasat of the University of British Columbia, Harrison McKnight of Michigan State University, Katherine Stewart of the University of Maryland, and Detmar W. Straub of Georgia State University. There were about 150 people attending the panel and taking part in the lively discussion that pursued. Due to the interest the panel aroused, this paper expands on the topics discussed and presents them in a much broader perspective in a set of appendices

Normative Perspectives for Ethical and Socially Responsible Marketing

This article presents a normative set of recommendations for elevating the practice of marketing ethics. The approach is grounded in seven essential perspectives involving multiple aspirational dimensions implicit in ethical marketing. More important, each basic perspective (BP), while singularly useful, is also integrated with the other observations as well as grounded in the extant ethics literature. This combination of BPs, adhering to the tenets of normative theory postulation, generates a connective, holistic approach that addresses some of the major factors marketing managers should consider if they desire to conduct their marketing campaigns with the highest levels of ethics and social responsibility

The role of reference marketing in capital buying decisions: evidence from the Portugueses electric power industry.

Doutoramento em GestãoIn marketing reference processes, existing customers act as advocates for firms. With their enthusiasm, they provide testimonials, receive visits from potential customers, and contribute information on adopted solutions and their performance. This activity is highly valuable for firms insofar as it helps them to acquire strategic assets that allow for profitable marketing action, either by increasing credibility and reputation or by reducing the perceived risks associated with the purchasing of services or products from a particular supplier. In this study, I suggest that the literature on organizational buying behaviour lacks the empirical input necessary for a theory of customer referencing. In particular, I argue that studies of customer referencing practice do not give sufficient attention to the potential customer’s point of view. Instead, empirical research has favoured the supplier as its unit of analysis and has ignored the other two constituents of the reference triad: the reference customer and the potential customer. Empirical work featuring the potential customer as its unit of observation is therefore a promising area of research for those who wish to gain a deeper understanding of customer referencing and its influence on the buying behaviour of industrial firms. This study aims to contribute to filling this gap by considering the following question: “How does reference marketing influence capital buying decisions?” I respond to this question by collecting data from firms in the Portuguese energy industry, with a view to creating a multiple case study. This empirical work, which adopts a critical realist approach, grounds a new theoretical model for describing the causal mechanism that connects reference marketing to its outcomes. By identifying this causal mechanism, I aim to deepen our understanding of the role played by customer referencing in capital equipment buying decisions. In addition, this research identifies a new form of reference practice and two new referencing effects not yet described in the literature on referencing.No marketing de referências, os clientes de uma empresa agem como seus embaixadores. Com o seu entusiasmo, fornecem depoimentos e testemunhos, recebem visitas de potenciais clientes e contribuem com informações sobre as características das soluções adoptadas e do seu desempenho. Esta actividade é muito valiosa para as empresas, pois ajuda-as a adquirir activos estratégicos que permitem uma acção de marketing rentável, quer através do aumento da credibilidade e reputação, como reduzindo os riscos associados à compra de produtos ou serviços de um fornecedor. Neste estudo sugiro que a literatura sobre o comportamento de compra organizacional tem falta do input empírico necessário para uma teoria de referenciação de clientes. Em particular, argumento que os estudos da prática da gestão de referenciação de clientes não dão a devida atenção ao ponto de vista que versa o potencial cliente. Em vez disso, a pesquisa empírica tem favorecido o fornecedor como a sua unidade de análise e ignorado os outros dois componentes da tríade: o cliente de referência e o potencial cliente. O trabalho empírico que contempla o potencial cliente como sua unidade de observação é, portanto, uma área de pesquisa promissora para aqueles que desejam obter uma compreensão mais profunda da referenciação de clientes e da sua influência sobre o comportamento de compra de empresas industriais. Este estudo pretende contribuir para o preenchimento desta lacuna, considerando a seguinte pergunta: "Como é que o marketing de referências de clientes influencia as decisões de compra de bens de capital?" Eu procuro responder a esta pergunta através da recolha de dados de empresas que estão presentes na indústria Portuguesa de energia, com vista à criação de um caso de estudo múltiplo. Este trabalho empírico, que adopta uma abordagem assente no realismo crítico, fundamenta um novo modelo teórico para descrever o mecanismo causal entre o marketing de referências de clientes e os seus resultados. A identificação deste mecanismo causal aprofunda a compreensão do papel desempenhado pela referenciação de clientes nas decisões de compra de bens de capital. Além disso, esta pesquisa identifica uma nova prática de referenciação de clientes e dois novos efeitos da referenciação de clientes que ainda não foram descritos na literatura sobre referenciação de clientes.N/

Social Cues as Digital Nudges in Information Systems Usage Contexts

Analysing human cognition and decision-making has become highly relevant in information systems (IS) research. Yet, although the notion of cognitive biases has been studied for more than 40 years in psychology and other related fields, IS researchers have only recently expressed explicit interest in this phenomenon. Even more nascent is the IS stream that emphasizes the usage and understanding of biases in the favor of humanistic outcomes (e.g., the well-being of individuals) beyond previous scientific endeavors to pursue instrumental goals (e.g., the profit of companies). This fact is reflected in the recent emergence and call for digital nudges - influences that rely on heuristics and biases to guide individuals to beneficial decisions through modest adjustments of the digital choice environments. To advance the emergent research in this field, this thesis targets one of the major bias categories: the social bias (i.e., systematic errors that result from an individual’s interpretation of social cues). Within four articles, the thesis addresses the role of social cues as digital nudges in various IS usage contexts. The first two articles investigate how directly-traceable social cues can overcome service adoption hurdles: Precisely, the first article investigates how employing a verbal (i.e., platform self-disclosure) and a nonverbal social cue (i.e., message interactivity) in a conversational agent (i.e., chatbot) influence users to voluntary self-disclose private information (i.e., e-mail addresses). Moreover, the results revealed that the analysed social cues do not have individual effects, but in fact boost each other through their interaction. The second article deals with the application of various directly-traceable social cues (e.g., pictures of human avatars) as well as the role of personalized recommendations in financial advisory services to improve investors’ financial well-being. The results demonstrate that not only directly-traceable social cues but also recommendations can increase a user’s perceived social presence during the interaction, which in turn influences potential investors to invest higher amounts. The third article continues with recommendations as social cues, yet analyses them from an indirectly-traceable perspective and is devoted to investigating whether the source of the recommendation (i.e., seller or other customers) influences the acceptance of the recommendation in augmented reality applications to help customers in finding the best product for their needs. The findings indicate that customer recommendations reduce a customer’s perceived fit uncertainty of a product, resulting in a higher intention to purchase of a product that previous customers recommended. However, customers refrain from adhering to an automatically-generated recommendation despite recent technological advances that may provide more personalized and thus more suitable recommendations than generic customer recommendations. The fourth and last article examines the impact of displaying sold-out products on campaign success in reward-based crowdfunding. The valuable information indicate how potential backers make use of displayed sold-out product as social cues to derive information for their decision-making from previous backing behavior. In addition, the findings also showed that sold-out products do not have an impact on their own, however, their effect is also influenced by other factors in the environment, namely discount amount and the number of backers (i.e., another social cue). Thus, the article provides learnings for project creators on the design of reward option menus. Overall, this thesis showcases the variety and importance of social cues in numerous applications and is, therefore, to be understood as a first approach to expanding the understudied research field. Furthermore, the results enrich previous research and elucidate various underlying explanatory mechanisms of how and why biased decision-making takes place and how these mechanisms may be used to nudge users in directions beneficial for them and for the employer of these nudges. The overarching contributions of this thesis for research consists of (1) investigating the existence and effects of various social cues on user decision-making, and (2) probing social cues in several IS usage contexts with their unique circumstances and influences, not only in a vacuum but also in conjunction with other interacting variables. Additionally, this thesis provides interesting and sometimes even counterintuitive recommendations as well as actionable and generalizable guidelines on social cues that practitioners can easily apply to various contexts