Using big data for customer centric marketing

This chapter deliberates on “big data” and provides a short overview of business intelligence and emerging analytics. It underlines the importance of data for customer-centricity in marketing. This contribution contends that businesses ought to engage in marketing automation tools and apply them to create relevant, targeted customer experiences. Today’s business increasingly rely on digital media and mobile technologies as on-demand, real-time marketing has become more personalised than ever. Therefore, companies and brands are striving to nurture fruitful and long lasting relationships with customers. In a nutshell, this chapter explains why companies should recognise the value of data analysis and mobile applications as tools that drive consumer insights and engagement. It suggests that a strategic approach to big data could drive consumer preferences and may also help to improve the organisational performance.peer-reviewe

Mobile consumer behaviour on apps usage: The effects of perceived values, rating, and cost

The rapid development of technology and the use of smartphones and mobile applications (apps) have become significant and influential in today’s living. Despite the growing amount of research on mobile app usage, little is known on the role they play in shaping the behaviour of the mobile consumer. By deploying the framework, this study revises Sheth’s fundamental propositions of consumption values. While the fit of values has been recognised by many behavioural studies, insight into the theoretical interface in the mobile communication studies remains unsubstantiated. Therefore, this study explores the perceived consumption values on mobile apps behaviour and investigates the role of the rating of the apps and cost in influencing the behaviour. A total of 392 questionnaires were collected through an online survey with 9 hypotheses examined. The analysis of the structural equation modelling determined a final model with four significant factors (functional, social, emotional, and conditional values). It confirmed that the usage is influenced by the apps rating and cost towards a certain degree. This study indicates the potential significance variables in mobile consumer literature and sheds light on mobile communication marketing in the area of apps marketing, specifically in designing an effective user-experience (UX) apps for mobile consumers

Running app’s decision-making factors : the impact of branding on the digital world

Due to the pandemic situation we are living in, people started running more, as it was one of the few ways they could leave their houses. As people started to add this to their routines, also started monitoring each run with a mobile application. When choosing this app, people were expected to choose and to use the most known apps, related to sports brands, mostly free, as there are a lot of different apps in the market. This dissertation aims to identify what are the factors that lead people to choose, for running, one app over the enormous amount of apps in the digital world. An online survey was run, involving 123 participants ready to help understand this problem. By giving participants different types of brands and reviews, and distinct prices, it had the purpose to understand the impact these features have on people’s choices, as these are some of the main variables for apps’ decision-making. The study showed that participants chose the brand over reviews, independently of the price given. People mainly wanted sports brands, as these are more related to the topic of study – running. When a good app with a different brand was purposed, people tended not to choose it, as there was always an app with a brand that was more trusted and more related to the topic of study.Devido à situação pandémica que estamos a viver, as pessoas começaram a correr mais, como era uma das poucas maneiras que podiam sair de casa. À medida que as pessoas começaram a juntar isto às suas rotinas, começaram também a monitorizar cada corrida com uma aplicação para o telemóvel. Ao escolher esta aplicação, esperava-se que as pessoas escolhessem e usassem as aplicações mais conhecidas, relacionadas com marcas de desporto, maioritariamente gratuitas, uma vez que existem muitas aplicações diferentes no mercado. Esta dissertação pretende identificar quais foram os fatores que levaram as pessoas a escolher, para corrida, uma aplicação dentro da enorme quantidade de aplicações no mundo digital. Foi realizado um inquérito online, envolvendo 123 participantes prontos a ajudar a compreender este problema. Ao dar aos participantes diferentes tipos de marcas e revisões, e preços distintos, houve o propósito de compreender o impacto que estas características têm nas escolhas das pessoas, uma vez que estas são algumas das principais variáveis para a tomada de decisão de aplicações. O estudo demonstrou que os participantes escolheram a marca em vez das revisões, independentemente do preço dado. As pessoas queriam principalmente marcas desportivas, uma vez que estas estão mais relacionadas com o tema do estudo - corrida. Quando se apresentava uma boa aplicação com uma marca diferente, as pessoas tinham tendência a não a escolher, uma vez que havia sempre uma aplicação com uma marca mais confiável e mais relacionada com o tema de estudo

Online vs. In-Store Shopping: How Problem Solving Strategies of Decision Support Systems influence Confidence in Purchase Decisions

Several studies have investigated the relevance of Decision Support Systems (DSS) on purchasebehaviour. Even though these studies show several aspects of the utility of DSS, they are limited toonline purchase situations, the use of one decision making strategy and one DSS technology. In thispaper, we therefore develop a theoretical model that measures the impact of DSS strategies relative toa given purchase problem and an adequate use of DSS technology on consumers’ perceivedconfidence in purchase decisions for both online and in-store purchase situations. Further, threemediating decision process variables are considered: perceived personalization of a DSS, perceivedrelevance of recommendations, and cognitive trust in DSS competence. As this paper represents awork in progress, the theoretical model has still to be tested empirically with regard to the proposedmethod. But as a result, we expect that the model not only allows evaluating different kinds ofpurchase-directed DSS but let researchers also draw conclusions on the appropriate use of technologyand decision strategies of one individual DSS

Persuasive technology and digital design for behaviour change

Copyright @ 2012 Social Science Research NetworkThe convergence of the 'digital' and 'real' worlds has been rapid and transformative of everyday life, as well as design practice - to the extent that talking about 'digital design' and 'the digital context' seems anachronistic and redundant. Nevertheless, the arrival of digital technology, the Internet and social media has, from a design perspective, created a new field of a ffordances, constraints, information flows and possibilities. This paper reviews some of the ways in which digital architecture infl uences behaviour, and what the implications could be for designers seeking to infl uence behaviour for social and environmental bene fit. Topics covered include Persuasive Technology, gami fication, Lessig's 'Code is Law' perspective, digital rights management and Zittrain's concept of generativity

Approaching Future Customer using Technological Advance in Hotel Industry

The purpose of the paper is to draw attention to the technological advance and its impact on marketing strategies in the hospitality industry. It examines the development of the profile of future consumers and their relationship towards technology. In order to approach the new consumer a brand touch-point wheel framework was used as a filter which enabled to analyze the communication between hotels and their guests as a process. The role of the model is to identify and explore all situations where organizations have the opportunity to influence consumer decision-making through technological innovation. Moreover it aims to evaluate effectiveness and potential of each digital channel for hospitability establishments and highlights their impact on consumer behavior. The research results show that attracting today’s consumer requires using a wide range of online media, social networks and mobile applications that work in a relationship involving all brand touch-points. Most importantly, aligning the marketing strategy properly with the corporate brand strategy through an integrated multi-channel campaign creates a sustainable competitive advantage. Each hotel may have different digital marketing strategy, however when a compelling message is sent, engaging the customer throughout the communication process, as a result, customer will identify with the brand, create an emotional connection and become loyal in a long run