Seeing eye to eye: social augmented reality and shared decision making in the marketplace

Firms increasingly seek to improve the online shopping experience by enabling customers to exchange product recommendations through social augmented reality (AR). We utilize socially situated cognition theory and conduct a series of five studies to explore how social AR supports shared decision making in recommender–decision maker dyads. We demonstrate that optimal configurations of social AR, that is, a static (vs. dynamic) point-of-view sharing format matched with an image-enhanced (vs. text-only) communicative act, increase recommenders’ comfort with providing advice and decision makers’ likelihood of using the advice in their choice. For both, these effects are due to a sense of social empowerment, which also stimulates recommenders’ desire for a product and positive behavioral intentions. However, recommenders’ communication motives impose boundary conditions. When recommenders have strong impression management concerns, this weakens the effect of social empowerment on recommendation comfort. Furthermore, the stronger a recommender’s persuasion goal, the less likely the decision maker is to use the recommendation in their choice

Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda

Although social media use is gaining increasing importance as a component of firms’ portfolio of strategies, scant research has systematically consolidated and extended knowledge on social media marketing strategies (SMMSs). To fill this research gap, we first define SMMS, using social media and marketing strategy dimensions. This is followed by a conceptualization of the developmental process of SMMSs, which comprises four major components, namely drivers, inputs, throughputs, and outputs. Next, we propose a taxonomy that classifies SMMSs into four types according to their strategic maturity level: social commerce strategy, social content strategy, social monitoring strategy, and social CRM strategy. We subsequently validate this taxonomy of SMMSs using information derived from prior empirical studies, as well with data collected from in-depth interviews and a quantitive survey among social media marketing managers. Finally, we suggest fruitful directions for future research based on input received from scholars specializing in the field

Effect of brine and dry salting methods on the physicochemical and microbial quality of chub (Squalius cephalus Linnaeus, 1758)

The present study, looks at the physicochemical and microbiological quality changes that occur due to different salting techniques (20% salt concentration) of chub (Squalius cephalus) and when stored in 4 ± 0.5 °C. Samples of fish from each group was taken on the 15, 30, 45, 60, 90 and 120th day and was analyzed for nutritional component (crude protein, lipid, moisture, crude ash), pH value, salt content and the microbial flora (total mesophilic aerobic bacteria count, total coliform, total psychrophilic aerobic bacteria count, yeast and mould). It was determined that crude protein, lipid, crude ash and salt amounts in the group where dry salting method was applied were higher than the group where brine salting occurred, in addition protein and lipid values decreased as storage period was longer (P < 0.05). It was determined that there is an increase in total aerobic mesophilic, psycrophile bacteria and enumeration of yeast and mould as storage period increased, while coliform bacteria decreased (P < 0.05).This work was supported by Munzur University Scientific Projects Coordination Department (Project Number: YLTUB012-03)