Factors affecting information obtained for the purpose of decision-making using mobile phones

This research investigates and identifies factors that affect the use of voice-based services and SMS services for obtaining work-related information by users at the bottom of the pyramid (BOP). It aims to understand the differences in perceived benefits, where voice information is synchronous (real time) and text-based Short Message Service (SMS) is asynchronous. The study reveals that certain constructs (e.g., ease of use) behave differently in the context of low-income user groups when compared to user groups in developed countries. Contrary to expectations, findings reveal that perceived ease of use has a negative relationship with information obtained using SMS services

The Role of Media Richness of Channels on Consumer Decision- Making and Channel Choice

With the increasing popularity of multichannel strategies, many retailers actively encourage their customers to undertake purchasing activities across various retail channels. Extant literature on multichannel strategies advances our understanding of why and how consumers select channels, but our knowledge is limited on how different channel characteristics affect consumer behavior, decision-making across channels and channel choice. In this paper, we focus on one such channel characteristic, called media richness of the retail channels, and investigate the effects of media richness of channels on consumer decision-making and channel choice. Media richness, as originally described by Media Richness Theory, is a set of objective characteristics such as feedback and communication capability, language variety, and personal focus, which determine a channel’s ability to communicate richness of information. We present related predictions based on media richness theory and cognitive cost (behavioral decision theory) on what level of channel richness is favorable for various purchase tasks. Findings of an experiment provide evidence that consumers prefer channels with medium to high levels of media richness for carrying out decision-making tasks. Consumers indicate that they are unlikely to return to channels that incorporate low levels of media richness, as these channels are not suitable for complete decision-making tasks. The study further finds that product type moderates the effect of media richness on perceived channel-task fit, post-purchase evaluation and channel choice. These insights should prove helpful to retailers in managing content across different channels

Digital marketing

The second edition of Digital Marketing is designed with the purpose of explaining important concepts of the subject with Indian and global examples from real life. It also delves into the opportunities, problems, tactics and strategies associated with incorporating the Internet into the function of marketing. Appropriate for students of MBA specializing in Marketing, its application-oriented approach would also be useful for marketing professionals

Utilitarian or entertainment? Value obtained from mobile phones by users in low socioeconomic strata in emerging markets

Purpose: this research empirically investigates the differential roles of utility and entertainment on the value obtained from the use of mobile phones by users belonging to low-income groups in emerging markets.Design/methodology/approach: this research reports the findings from an investigation that obtains data through a survey of mobile phone users from urban and rural areas across five emerging markets. Structural equation modeling is used to analyze the data obtained.Findings: study findings demonstrate that users obtain utility, social as well as entertainment value from mobile phones.Research limitations/implications: this investigation uses the capability approach for conceptualizing the capabilities obtained from mobile phones by users from lower socioeconomic strata, a theoretical lens that is particularly suited for explaining behavior that may represent well-being of the user group.Practical implications: managers may explore whether the platform of entertainment is a suitable vehicle for offering additional services. This study’s findings also suggest that creating value for customers should be a primary concern in emerging markets, similar to that in developed markets.Originality/value: this research is among a few that report investigations into the differential roles of utility and entertainment on the value obtained from mobile phones. This study also presents differences in terms of: urban versus rural, younger versus older and male versus female subgroups. This research presents a large-scale multicountry empirical study investigating mobile phone use by users from lower socioeconomic groups in emerging markets

Impact of Information Quality of a Website on Online WOM

Recent years have witnessed a significant growth in user participation in online communities, leading to an increased generation of online word of mouth (WOM). Users share information with other users about their experiences, including those on specific product/service Websites, which could be critical to the perception that other users in the community form about a particular product/service offered by that Website. Therefore, it is important for marketers of Websites to understand what drive their users (and consumers) to participate and share information about their Websites with others on online communities. This research investigates the impact that the information quality of a Website has on online WOM. We extend previous literature on information quality by studying the factors that are associated with perceived information quality. We build on theories of information search and the Information Systems success model to examine the relationship between the information quality of a Website and online WOM. The research findings reveal that information quality and satisfaction have positive impact on online WOM. These findings demonstrate that there is a need to carefully manage content on Websites. Directions for future research, as well as implications for theory and practice, are discussed

The role of information quality of a website: examining consumer information search through the IS success model

Understanding the nature of information quality in the context of consumer information search on a website is vital for Information Systems as well as for marketing managers who want to use their websites for strategic purposes. This study brings together the Information Systems (IS) Success Model and consumer information search literature to propose and test a comprehensive model investigating information quality, and extends the IS Success Model. Our model tests antecedents to and consequences of information quality of a website. Findings on data collected from 575 respondents reveal that perceived cost and self efficacy (among others) are significant antecedents to information quality. Findings also reveal that information quality significantly affects online WOM and trust, which has implications for managing users on social media as well as on websites. This study adds to the literature on IS and on consumer information search, and offers practical guidelines for managers

Internet marketing

Internet marketing, designed with the purpose of explaining concepts of the subject from an India-specific context, also provides comparisons of ways online marketing is dealt with in India and in the west. An apt textbook for students of MBA specializing in Marketing, it also describes the importance of digital resources such as social media and web analytics for the purposes of undertaking digital marketing

Critical factors of consumer decision-making on m-commerce: a qualitative study in the United States

This study compares consumer decision-making experiences across three channels (m-commerce, e-commerce, in-store), identifies factors affecting consumer decision-making that are unique to a specific channel as well as those that are common across the three channels, and suggests a model for intention to use m-commerce. Cognitive cost, expectation-confirmation theory, theory of reasoned action and the technology acceptance model are used to formulate propositions. E-mail messages sent by the participants after undertaking a decision-making task on a channel are analyzed using Critical Incident Technique (CIT). Study findings suggest that decision-making in m-commerce is perceived as stressful and is not necessarily a positive one. Findings further suggest that participants in m-commerce hold their prior experiences in e-commerce as points-of-reference to which they compare subsequent decision-making experiences. Findings also reveal factors that affect consumer decision-making experience negatively on m-commerce. The article concludes with managerial and theoretical implications and directions for future research