When does personalization work on social media? a posteriori segmentation of consumers

The aim of this research is to find a segment of consumers of fashion products based on their personal visions of personalization of shoppable ads on mobile social media. To meet this objective, three operational objectives are defined. First, a theoretical model is evaluated based on the stimulus-organism-response framework (S–O–R). This examines, with a PLS-SEM approach, how the stimulation of personalization will affect consumers’ internal cognitive state (perceived usefulness) and consequently generates a behavioral response (intention to buy). Second, we look for fashion consumer segments based on their perception of personalization through prediction-oriented segmentation (PLS-POS). Third, the segments are explained based on three constructs that were considered important in fashion consumption through mobile social networks: purchase intention, concern for privacy, and perception of trend. The inclusion of personalization and the perception of usefulness of advertisements can greatly help the intention to purchase clothing to be understood. The application of a posterior segmentation helps to better understand the different types of users exposed to shoppable ads on mobile social networks and their relationship with the purchase intention, concern for privacy and trend. While the measures and scales were tested in a context of mobile clothing trade, the methodology can be applied to other types of products or services

Propuesta de escalas para estudiar la elección del modo de entrada en los mercados internacionales: Antecedentes y consecuencias en la export performance

Los modos de entrada en los mercados exteriores es uno de los tópicos que han recibido una mayor atención en la literatura sobre la internacionalización. Su importancia, académica y práctica, deriva de las implicaciones que supone sobre un sinfín de aspectos estratégicos, y sobre todo, en el futuro de la empresa en el nuevo mercado. A pesar de todo, aun quedan importantes lagunas en las que profundizar. El objetivo del presente trabajo en curso es presentar la investigación que estamos desarrollando sobre el tema. En ella se pretende integrar las principales aportaciones de las múltiples teorías que han abordado el tópico. Como resultado se ha elaborado un modelo que pretende aglutinar las aportaciones de las principales teorías, asumiendo que ofrecen puntos de vistas complementarios sobre el mismo fenómeno. Finalmente, presentaremos el cuestionario que queremos utilizar en e próximo desarrollo empírico. Esperamos obtener comentarios que puedan mejorar el contenido del trabaj

La aportación relacional al éxito de las alianzas estratégicas internacionales

La globalización está confiriendo una importancia creciente a las relaciones interempresariales. Así, las alianzas han surgido como un elemento fundamental en la estrategia de muchas compañías, por lo que su éxito se ha convertido en una cuestión central. Para ello, entre los socios se desarrolla una relación que sirve de base para la adecuada mezcla de recursos y capacidades. En este trabajo nos centraremos en las relaciones entre los socios y su impacto sobre los resultados. Desarrollamos un modelo, testado con PLS, sobre una muestra de 105 alianzas estratégicas internacionales de empresas españolas. Los resultados confirman en gran medida el modelo propuesto

Latent segmentation of older adults in the use of social networks and e-banking services

Introduction. This study analyses heterogeneity in the online behaviour of elderly people. Previous research has centred on the socio-demographic segmentation of the elderly regarding their Internet use. Method. The novelty that this study adds is in determining this segmentation through variables that have been especially chosen for studies of the elderly and which are related to their utilitarian use of e-banking, compared to the more hedonic nature of using online social networks. Analysis. The sample was collected using 474 students over 55 years old enrolled in a class of experience in a University in the South of Europe (Spain). We use a latent class cluster model which is appropriate in situations of a posterior segmentation. Results. In dealing with such behaviour in situations of the elderly using these technologies, we have detected the presence of five groups or segments with highly differentiated use-related profiles concerning the variables analysed: venturesomeness, technology anxiety and selfconfidence in information and communication technologies use. Conclusion. We discover the existence of heterogeneity in the behaviour of the elderly regarding services available in Internet. The results support the idea proposed. The stereotype of the elderly cut off from technology is mistaken, as is shown by the different segments found

eWOM & Referrals in Social Network Services

If a few decades ago the development of the Internet was instrumental in the interconnection between markets, nowadays the services provided by Web 2.0, such as social network sites (SNS) are the cutting edge. A proof of this trend is the exponential growth of social network users. The main objective of this work is to explore the mechanisms that promote the transmission and reception (WOM and referrals) of online opinions, in the context of the SNS, by buyers of travel services. The research includes some research lines: technology acceptance model (TAM), Social Identification Theory and Word-of-Mouth communication in virtual environment (eWOM). Based on these theories an explicative model has been proposed applying SEM analysis to a sample of SNS users’ of tourist service buyers. The results support the majority of the hypotheses and some relevant practical and theoretical implications have been pointed out for tourist managers

E-Learning and gender

This study is to examine gender differences and the adoption of technology in tertial education students. We have used TAM model to measure the acceptance and use of elearning of the respondents. ANOVA and Partial Least Squares (PLS) was used, specifically, the PLS multi-group analysis, to compare differences between groups. In summary, results show that students’ behavior of acceptance of e-learning technology do not manifest statistically significant differences between women and men

Precios siempre bajos frente a los precios altos y bajos

El principal objetivo de este trabajo es estudiar, describir y comparar dos estrategias de precios muy utilizadas en el comercio minorista, la de precios altos y bajos y la de precios bajos todos los días, además de ofrecer un perfil tipo de clientes asiduos a cadenas minoristas con una u otra filosofía de precios. Nos centramos en el comercio minorista de productos de compra frecuente, a través de un panel de consumidores y aplicando el logit multinomial jerárquico concluimos que las cadenas con precios siempre bajos ofrecen menores precios y una menor actividad promocional que las que utilizan los precios altos y bajos

Shoppable ads in mobile social networks: high personalization and privacy concerns

URL del artículo en la web de la Revista: https://www.upo.es/revistas/index.php/gecontec/article/view/4080El presente estudio explora la evaluación de los consumidores de los anuncios comprables de marcas de moda en la aplicación móvil de Facebook. Para esta cumplir con este objetivo, se prueba un modelo conceptual que propone relaciones que pueden influir en las intenciones de los consumidores a comprar a través anuncios comprables. Específicamente este estudio examina las relaciones entre la personalización de los anuncios comprables, la preocupación por la privacidad, la percepción de utilidad y la intención de comprar a través de este nuevo formato de anuncio en redes sociales móviles. Se aplicó un cuestionario a usuarios redes sociales móviles, logrando una muestra de 486 encuestados para su análisis mediante el enfoque de modelado de ecuaciones estructurales. Los resultados muestran que la personalización de los anuncios tiene un efecto sobre la preocupación por la privacidad, la percepción de utilidad y la intención de compra. No se encontró una relación estadísticamente significativa en la relación de la preocupación por la privacidad con la utilidad percibida y la intención de compra.The present study explores the evaluation of consumers of shoppable ads for fashion brands in the Facebook mobile application. To fulfil this objective, a conceptual model is proposed with the relationships that can influence the intentions of consumers to buy through shoppable ads. Specifically, this study examines the relationships between the personalization of shoppable ads, the privacy concern, the perceived usefulness and the purchase intention through this new ad format on mobile social media. A questionnaire was applied to users of mobile social media in Chile, obtaining a sample of 486 respondents for their analysis through the structural equation modeling approach. The results show that the personalization of the ads has an effect on the privacy concern, the perception of utility and the intention to purchase. No statistically significant relationship was found in the relationship of privacy concern with perceived usefulness and purchase intention.Universidad Pablo de Olavid

Anuncios comprables en redes sociales móviles: alta personalización y preocupación por la privacidad

The present study explores the evaluation of consumers of shoppable ads for fashion brands in the Facebook mobile application. To fulfil this objective, a conceptual model is proposed with the relationships that can influence the intentions of consumers to buy through shoppable ads. Specifically, this study examines the relationships between the personalization of shoppable ads, the privacy concern, the perceived usefulness and the purchase intention through this new ad format on mobile social media. A questionnaire was applied to users of mobile social media in Chile, obtaining a sample of 486 respondents for their analysis through the structural equation modeling approach. The results show that the personalization of the ads has an effect on the privacy concern, the perception of utility and the intention to purchase. No statistically significant relationship was found in the relationship of privacy concern with perceived usefulness and purchase intention.El presente estudio explora la evaluación de los consumidores de los anuncios comprables de marcas de moda en la aplicación móvil de Facebook. Para esta cumplir con este objetivo, se prueba un modelo conceptual que propone relaciones que pueden influir en las intenciones de los consumidores a comprar a través anuncios comprables. Específicamente este estudio examina las relaciones entre la personalización de los anuncios comprables, la preocupación por la privacidad, la percepción de utilidad y la intención de comprar a través de este nuevo formato de anuncio en redes sociales móviles. Se aplicó un cuestionario a usuarios redes sociales móviles, logrando una muestra de 486 encuestados para su análisis mediante el enfoque de modelado de ecuaciones estructurales. Los resultados muestran que la personalización de los anuncios tiene un efecto sobre la preocupación por la privacidad, la percepción de utilidad y la intención de compra. No se encontró una relación estadísticamente significativa en la relación de la preocupación por la privacidad con la utilidad percibida y la intención de compra

Purchase intention of specialty coffee

The main aims of this study are: (1) to test whether the theory of planned behavior (TPB) is useful to explain the intention to purchase specialty co ee; (2) to analyze whether people more involved in social responsibility could manifest a di erent response from those not so interested in this matter concerning specialty co ee. The sample is composed of 489 specialty co ee consumers from Brazil. The statistical tool for testing the measurement and structural model was partial least squares. Then a multigroup analysis was performed to meet the second objective; the software SmartPLS was utilized. The main contributions of this study are that we can explain the intention to use specialty coffee in a sample of Brazilian consumers using the classical TPB model. Moreover, we demonstrate the moderating e ect of consumer perception of corporate social responsibility in this general model