The effects of Omni-Channel retailing on promotional strategy

The objective of this study is to ascertain the effects of omni-channel retailing on the promotional strategy of retail organisations in order to better understand how to alter the promotional strategy in accordance with the ever-changing needs of customers and ultimately provide the customer with a seamless experience. This research is based on a critical systematic literature review of articles related to the topics of ‘omni-channel retailing’ and ‘promotional strategy’. The analysis made evident that most literature is focused on developing an understanding of omni-channel retailing; uncovering consumer behaviours in omni-channel retailing; and ways to adapt promotional strategies related to merchandising, sales promotion, selling, and word of mouth. Past research is quite fractured and does not represent a holistic picture of the implications of omni-channel retailing for promotional strategy. The analysis provided in this paper provides a general guideline for researchers and practitioners concerning promotional strategies that can be adopted in omni-channel retailing. © 2022 by the authors. Licensee MDPI, Basel, Switzerland

Tell me your age and I tell you what you trust: the moderating effect of generations

Purpose: The proliferation of social commerce websites has allowed consumers to share and exchange information, experiences, advice and opinions. Recently, information provided by users has been considered more trustworthy than the information shared by companies. However, the way in which users interact with technology can vary with age, and generational cohorts show different shopping behaviors, interests and attitudes. Hence, the way users process information (user-generated vs company-generated) can affect trust differently. Drawing on the trust transfer theory and the generational cohort theory, the purpose of this paper is to analyze the effects on user- and company-generated information in boosting trust of three different cohorts (Generation X, Y and Z). Design/methodology/approach: The data were collected through an online survey. The sample comprised 715 users of social commerce websites, aged between 16 and 55 years old. The study was analyzed using partial least squares with the statistical software Smart PLS 3. Findings: The empirical results show that generational cohorts show different patterns. Generation X transfers trust to social commerce websites mainly from trust in information generated by companies, while Generation Z transfers trust mainly from information generated by users. Finally, Generation Y, in contrast to previous findings about millennials, develops trust based on company-generated information to an even greater extent than does Generation X. Originality/value: The originality of this study lies in its analysis of generational differences when it comes to trusting one type of information over another. This study contributes to the idea that users cannot be considered as a whole but must be segmented into generational cohorts

The mediated effect of social presence on social commerce WOM behavior

Based on expectation disconfirmation theory, this study analyzes how attitudes (satisfaction and loyalty) influence interaction intention (sWOM) and, consequently, active and passive sWOM behavior. It does so by assessing the mediating role of social presence on sWOM intention and behavior. The empirical results provide several contributions. First, knowing how to increase active sWOM contributes to bridging the gap regarding how to enhance interactions between users. Second, fostering active sWOM on social commerce websites will provide companies with more positive user-generated content, since this active sWOM comes from satisfied and loyal users, and it is assumed that they will rate the product positively and report a good experience. Third, companies can benefit more from users if users interact with other users by sharing their experiences. This study sheds light on how social presence can mediate the relationship between intention and behavior, particularly when it comes to increasing active participation and brand promotion. © 2021 by the authors. Licensee MDPI, Basel, Switzerland

Social commerce users'' optimal experience: stimuli, response and culture

Social commerce users' experience is generated during socio-commercial interactions. Therein, users receive utilitarian and hedonic stimuli that form their experience and influence their responses. However, research is needed to understand how this experience is generated. Based on the stimulus-organism-response framework and flow theory, this study analyzes how hedonic stimulus (here called sPassion) and utilitarian stimulus (usability) affect users' flow experience (organism) to positively impact emotional and behavioral loyalty (users' responses). Furthermore, as social commerce users are culturally diverse, the moderating effect of cultural background is studied, drawing on Hofstede's cultural dimensions. Findings show that hedonic stimulus more strongly impacts social commerce users' flow experience versus utilitarian stimulus. Once users reach the state of optimal experience, their positive responses are reflected in their increased intention to spread social word of mouth, to return to the website and to repurchase on it. Additionally, optimal user experience in social commerce is generated mainly through hedonic stimuli and, while social commerce environments can be culturally diverse, cultural background does not imply changes in users' behavioral patterns. This study theoretically advances research on social commerce users' experience. Likewise, the findings guide online retailers in optimizing user experience via hedonic stimuli to enhance loyalty

From sPassion to sWOM: The role of flow

Purpose - Social commerce websites entail a completely new scenario for sharing experiences and opinions due to its richness in terms of social interactions. Nowadays, users can interact with the company and with other users; hence, it seems important to study how social stimuli affect users. Drawing on the stimulus-organism-response framework and flow theory, the purpose of this paper is to propose that the social stimulus (named social passion (sPassion)) has a positive effect on the organism (state of flow), which leads to a users' positive response (via social word of mouth (sWOM)). Design/methodology/approach - The data were collected through an online survey in 2015. The sample consists of 771 users of social commerce websites, of which 51 percent are male and 49 percent female, aged between 16 and 80 years old. Structural equation modeling was used to analyze the data with the statistical software SPSS version 22 and EQS 6. Findings - The empirical results confirm that passionate users are prone to experience a state of flow and, as a consequence, share positive sWOM. Originality/value - This study contributes to the literature on customers' online participation, and the findings are hoped to help companies in developing social commerce websites that boost users' exchange of information

Emotional responses in online social interactions: the mediating role of flow

Purpose: Drawing on the three flow-channel model and the stimulus–organism–response model, this research aims to understand how the influence of interactivity on purchase intention is mediated by the state of flow. Design/methodology/approach: This research entails a neurophysiological experiment combined with a survey-based study. This study analyzes, first, participants' heart rate variability through the parasympathetic and sympathetic indexes during five different activities, and, second, the mediating effect of flow through a structural equation model. Findings: This study contributes to research on the role of flow in interactive marketing. The findings reveal that flow state is associated with less stressful activities, such as navigating highly interactive websites and playing online games. This research confirms the mediating effect of flow between interactivity and purchase intention. Originality/value: This paper contributes to interactive marketing and flow theory by combining traditional methods with a peripheral physiological technique that draws on neuroscience. In addition, it confirms the positive but indirect effect of interactivity on purchase intention in online contexts

The generation of student engagement as a cognition-affect-behaviour process in a Twitter learning experience

Twitter is a microblog that allows users to interact about a topic in online discussion. This makes it an interesting interactive tool with possibilities to increase student engagement and learning performance through active collaboration in an informal learning environment. However, few articles take a quantitative approach to investigate the creation of student engagement using this social networking site. To address this gap, we propose a series of activities conducted through Twitter to analyse the engagement generation process in a sample of 110 students in the first year of a business and administration degree at a large Spanish university. The results show that the engagement process is created through active collaborative learning and enjoyment, and that engaged students are more satisfied with the activity and perceive greater learning performance. This leads us to recommend teachers to encourage active and collaborative activities to make students more engaged and satisfied, and improve their performance.es consisting of applying the concepts studied in class to practical environments, and activities where students browse for online information and take part in a debate, are more enjoyable

Decoupling of component and ensemble density feedbacks in birds and mammals

A component density feedback represents the effect of change in population size on single demographic rates, whereas an ensemble density feedback captures that effect on the overall growth rate of a population. Given that a population's growth rate is a synthesis of the interplay of all demographic rates operating in a population, we test the hypothesis that the strength of ensemble density feedback must augment with increasing strength of component density feedback, using long-term censuses of population size, fertility, and survival rates of 109 bird and mammal populations (97 species). We found that compensatory and depensatory component feedbacks were common (each detected in 50% of the demographic rates). However, component feedback strength only explained <10% of the variation in ensemble feedback strength. To explain why, we illustrate the different sources of decoupling between component and ensemble feedbacks. We argue that the management of anthropogenic impacts on populations using component feedbacks alone is ill-advised, just as managing on the basis of ensemble feedbacks without a mechanistic understanding of the contributions made by its components and environmental variability can lead to suboptimal decisions.Salvador Herrando-Perez, Steven Delean, Barry W. Brook, and Corey J. A. Bradsha

Spatial climate patterns explain negligible variation in strength of compensatory density feedbacks in birds and mammals

The use of long-term population data to separate the demographic role of climate from density-modified demographic processes has become a major topic of ecological investigation over the last two decades. Although the ecological and evolutionary mechanisms that determine the strength of density feedbacks are now well understood, the degree to which climate gradients shape those processes across taxa and broad spatial scales remains unclear. Intuitively, harsh or highly variable environmental conditions should weaken compensatory density feedbacks because populations are hypothetically unable to achieve or maintain densities at which social and trophic interactions (e.g., competition, parasitism, predation, disease) might systematically reduce population growth. Here we investigate variation in the strength of compensatory density feedback, from long-term time series of abundance over 146 species of birds and mammals, in response to spatial gradients of broad-scale temperature precipitation variables covering 97 localities in 28 countries. We use information-theoretic metrics to rank phylogenetic generalized least-squares regression models that control for sample size (time-series length) and phylogenetic non-independence. Climatic factors explained < 1% of the remaining variation in density-feedback strength across species, with the highest non-control, model-averaged effect sizes related to extreme precipitation variables. We could not link our results directly to other published studies, because ecologists use contrasting responses, predictors and statistical approaches to correlate density feedback and climate--at the expense of comparability in a macroecological context. Censuses of multiple populations within a given species, and a priori knowledge of the spatial scales at which density feedbacks interact with climate, seem to be necessary to determine cross-taxa variation in this phenomenon. Despite the availability of robust modelling tools, the appropriate data have not yet been gathered for most species, meaning that we cannot yet make any robust generalisations about how demographic feedbacks interact with climate.Salvador Herrando-Pe, rez, Steven Delean, Barry W. Brook, Phillip Cassey, Corey J. A. Bradsha

A comprehensive database of quality-rated fossil ages for Sahul’s Quaternary vertebrates

Published: 19 July 2016The study of palaeo-chronologies using fossil data provides evidence for past ecological and evolutionary processes, and is therefore useful for predicting patterns and impacts of future environmental change. However, the robustness of inferences made from fossil ages relies heavily on both the quantity and quality of available data. We compiled Quaternary non-human vertebrate fossil ages from Sahul published up to 2013. This, the FosSahul database, includes 9,302 fossil records from 363 deposits, for a total of 478 species within 215 genera, of which 27 are from extinct and extant megafaunal species (2,559 records). We also provide a rating of reliability of individual absolute age based on the dating protocols and association between the dated materials and the fossil remains. Our proposed rating system identified 2,422 records with high-quality ages (i.e., a reduction of 74%). There are many applications of the database, including disentangling the confounding influences of hypothetical extinction drivers, better spatial distribution estimates of species relative to palaeo-climates, and potentially identifying new areas for fossil discovery.Marta Rodríguez-Rey, y, Salvador Herrando-Pérez, Barry W. Brook, Frédérik Saltré, John Alroy, Nicholas Beeton, Michael I. Bird, Alan Cooper, Richard Gillespie, Zenobia Jacobs, Christopher N. Johnson, Gifford H. Miller, Gavin J. Prideaux, Richard G. Roberts, Chris S.M. Turney and Corey J.A. Bradsha