“Old boys' club”:Barriers to digital marketing in small B2B firms

Despite the widely acknowledged benefits of digital marketing, many B2B SMEs have been slow to adopt these practices. These firms\u27 characteristics and ways of working mean that digital marketing as practiced in B2C or in larger firms may be unsuitable. This paper aims to increase understanding about digital marketing in B2B SMEs, by examining the barriers they face and the digital practices that work for them. A qualitative research methodology is used to focus on these previously unexplored practices in small B2B firms operating with the oil and gas industry. The study identifies the internal and external factors linked to this B2B SME context that both influence and act as barriers to digital marketing practice. The distinctive pattern of marketing practices arising from this combination of factors and the limited role of digital marketing within it, are revealed. These insights extend the debate about digital marketing\u27s use by showing empirically that a “one size fits all” ways of thinking about digital marketing is not appropriate for B2B SMEs. The implications for researchers and practicing managers are considered

Implementation rules to bridge the theory/practice divide in market segmentation

Despite an extensive market segmentation literature, applied academic studies which bridge segmentation theory and practice remain a priority for researchers. The need for studies which examine the segmentation implementation barriers faced by organisations is particularly acute. We explore segmentation implementation through the eyes of a European utilities business, by following its progress through a major segmentation project. The study reveals the character and impact of implementation barriers occurring at different stages in the segmentation process. By classifying the barriers, we develop implementation "rules" for practitioners which are designed to minimise their occurrence and impact. We further contribute to the literature by developing a deeper understanding of the mechanisms through which these implementation rules can be applied

Trust and reciprocity effect on electronic word-of-mouth in online review communities

Purpose Social media developments in the last decade have led to the emergence of a new form of word of mouth (WOM) in the digital environment. Electronic word-of-mouth (eWOM) is considered by many scholars and practitioners to be the most influential informal communication mechanism between businesses and potential and actual consumers. The purpose of this paper is to extend knowledge about WOM in this new context by proposing a conceptual framework that enables a better understanding of how trust and reciprocity influence eWOM participation in ORCs. Design/methodology/approach This study applies non-probability convenience sampling technique to conduct a quantitative study of data from an online survey of 189 members of ORCs. Partial least squares (PLS) is used to analyse the correlations between individuals’ intention to seek opinion, to give their own opinion and to pass on the opinion of another within ORCs. Findings The data analysis reveals that opinion seeking within ORCs had a direct effect on opinion giving and opinion passing. Ability trust and integrity trust had a positive effect on opinion seeking, while benevolence trust had a direct positive effect on opinion passing. Reciprocity had a direct impact on opinion passing. While reciprocity did not affect opinion giving, the relationship between these two concepts was mediated by integrity trust. Research limitations/implications By studying the complexities that characterise the relationships between reciprocity, trust and eWOM, the study extends understanding of eWOM in ORCs. Originality/value To the best of the authors’ knowledge, this is one of only a few papers that have examined the complex interrelationships between reciprocity, trust and eWOM in the context of ORCs

“Old boys\u27 club”: Barriers to digital marketing in small B2B firms

Despite the widely acknowledged benefits of digital marketing, many B2B SMEs have been slow to adopt these practices. These firms\u27 characteristics and ways of working mean that digital marketing as practiced in B2C or in larger firms may be unsuitable. This paper aims to increase understanding about digital marketing in B2B SMEs, by examining the barriers they face and the digital practices that work for them. A qualitative research methodology is used to focus on these previously unexplored practices in small B2B firms operating with the oil and gas industry. The study identifies the internal and external factors linked to this B2B SME context that both influence and act as barriers to digital marketing practice. The distinctive pattern of marketing practices arising from this combination of factors and the limited role of digital marketing within it, are revealed. These insights extend the debate about digital marketing\u27s use by showing empirically that a “one size fits all” ways of thinking about digital marketing is not appropriate for B2B SMEs. The implications for researchers and practicing managers are considered

Negotiating liminality following life transitions: Reflexive bricolage and liminal hotspots

Purpose This paper aims to investigate how consumption linked with life transitions can differ in its potential to bring about ongoing liminality. By examining how consumers can draw on overlapping systems of resources, different ways in which consumers negotiate ongoing liminality following the transition to motherhood are identified. Design/methodology/approach The authors conducted an interpretive, exploratory study using in-depth phenomenological interviews with 23 South Asian mothers living in the UK. The sample consisted of mothers at different stages of motherhood. Findings Following life transitions, consumers may encounter liminal hotspots at the intersection of overlapping systems of resources. The findings examine two liminal hotspots with differing potential to produce ongoing liminality. The study shows how consumers navigate these liminal hotspots in different ways, by accepting, rejecting and amalgamating the resources at hand. Research limitations/implications The research sample could have been more diverse; future research could examine liminal hotspots relating to different minority groups and life transitions. Practical implications Marketers need to examine the different ways in which consumers draw on different systems of resources following life transitions. The paper includes implications for how marketers segment, target and market to ethnic minority consumers. Originality/value Due to increasingly fluid social conditions, there are likely to be growing numbers of consumers who experience ongoing liminality following life transitions. A preliminary framework is presented outlining different ways that consumers negotiate ongoing liminality by drawing on overlapping systems of resources, broadening the understanding of the role that marketplace resources play beyond life transitions. </jats:sec

What’s in it for us? Benevolence, national security and digital surveillance

This article challenges suggestions that citizens should accept digital surveillance technologies (DSTs) and trade their privacy for better security. Drawing on data from nine EU countries, this research shows that citizens’ support for DSTs varies not only depending on the way their data are used but also depending on their views of the security agency operating them. Using an institutional trustworthiness lens, this research investigates three DST cases – smart CCTV, smartphone location tracking, and deep packet inspection – that present escalating degrees of privacy risk to citizens. The findings show that the perceived benevolence of security agencies is essential to acceptability in all three cases. For DSTs with greater privacy risk, questions of competence and integrity enter citizens’ assessments.Publisher PDFPeer reviewe

Examining the trade-off between compensation and promptness in eWOM-triggered service recovery:A restorative justice perspective

Our research examines the effectiveness of monetary compensation and the promptness of response during electronic word-of-mouth (eWOM)-triggered service recovery. Drawing upon restorative justice theories, we explore three main questions: whether the hotel’s response to negative online reviews are always beneficial; whether offering compensation or responding promptly is more efficient under different levels of service failure severity; and how the hotel’s response influences consumers’ future engagement through eWOM media. Experimental results reveal that making minimum online service recovery effort is only effective in fixing consumer attitudes for less severe service failures. Compensation is the optimal solution for less severe failures, while prompt response is optimal for more severe service failures. The hotel’s responsiveness to negative reviews and the service recovery outcome positively influence consumers’ future eWOM behaviours through the same online medium. Implications for hotels seeking cost-effective management of negative reviews and for online media owners are offered