AI-Based Innovation in B2B Marketing: An Interdisciplinary Framework Incorporating Academic and Practitioner Perspectives

Artificial intelligence (AI) rests at the frontier of technology, service, and industry. AI research is helping to reconfigure innovative businesses in the consumer marketplace. This paper addresses existing literature on AI and presents an emergent B2B marketing framework for AI innovation as a cycle of the critical elements identified in cross-functional studies that represent both academic and practitioner strategic orientations. We contextualize the prevalence of AI-based innovation themes by utilizing bibliometric and semantic content analysis methods across two studies and drawing data from two distinct sources, academics, and industry practitioners. Our findings reveal four key analytical components: (1) IT tools and resource environment, (2) innovative actors and agents, (3) marketing knowledge and innovation, and (4) communications and exchange relationships. The academic literature and industry material analyzed in our studies imply that as markets integrate AI technology into their offerings and services, a governing opportunity to better foster and encourage mutually beneficial co-creation in the AI innovation process emerges

A pilot survey of post-deployment health care needs in small community-based primary care clinics

<p>Abstract</p> <p>Background</p> <p>Relatively little is known regarding to what extent community-based primary care physicians are encountering post-deployment health care needs among veterans of the Afghanistan or Iraq conflicts and their family members.</p> <p>Methods</p> <p>This pilot study conducted a cross-sectional survey of 37 primary care physicians working at small urban and suburban clinics belonging to a practice-based research network in the south central region of Texas.</p> <p>Results</p> <p>Approximately 80% of the responding physicians reported caring for patients who have been deployed to the Afghanistan or Iraq war zones, or had a family member deployed. Although these physicians noted a variety of conditions related to physical trauma, mental illnesses and psychosocial disruptions such as marital, family, financial, and legal problems appeared to be even more prevalent among their previously deployed patients and were also noted among family members of deployed veterans.</p> <p>Conclusions</p> <p>Community-based primary care physicians should be aware of common post-deployment health conditions and the resources that are available to meet these needs.</p

Veterans walk to beat back pain: study rationale, design and protocol of a randomized trial of a pedometer-based Internet mediated intervention for patients with chronic low back pain

<p>Abstract</p> <p>Background</p> <p>Chronic back pain is a significant problem worldwide and may be especially prevalent among patients receiving care in the U.S. Department of Veterans Affairs healthcare system. Back pain affects adults at all ages and is associated with disability, lost workplace productivity, functional limitations and social isolation. Exercise is one of the most effective strategies for managing chronic back pain. Yet, there are few clinical programs that use low cost approaches to help patients with chronic back pain initiate and maintain an exercise program.</p> <p>Methods/Design</p> <p>We describe the design and rationale of a randomized controlled trial to assess the efficacy of a pedometer-based Internet mediated intervention for patients with chronic back pain. The intervention uses an enhanced pedometer, website and e-community to assist these patients with initiating and maintaining a regular walking program with the primary aim of reducing pain-related disability and functional interference. The study specific aims are: 1) To determine whether a pedometer-based Internet-mediated intervention reduces pain-related functional interference among patients with chronic back pain in the short term and over a 12-month timeframe. 2) To assess the effect of the intervention on walking (measured by step counts), quality of life, pain intensity, pain related fear and self-efficacy for exercise. 3) To identify factors associated with a sustained increase in walking over a 12-month timeframe among patients randomized to the intervention.</p> <p>Discussion</p> <p>Exercise is an integral part of managing chronic back pain but to be effective requires that patients actively participate in the management process. This intervention is designed to increase activity levels, improve functional status and make exercise programs more accessible for a broad range of patients with chronic back pain.</p> <p>Trial Registration Number</p> <p>NCT00694018</p

Operationalizing Thought Leadership for Online B2B Marketing

Research is emerging on the vital role that social networking sites and digital content play in advancing B2B buyer/marketer relationships. But little is known of the influence these channels and content have on purchase decisions. This study examines how a marketer’s content and dialogue behaviors in social media contribute to a thought leadership reputation that is worthy of earning a buyer’s selective attention and patronage. From an exploratory inductive study and survey of leading marketing consultants, thought leadership was operationalized in the context of its determinants and outcomes. Results show that a B2B marketer’s trusted authority recognition mediates the influence that thought leadership competencies have on the marketer’s bridging social capital. The latter, a proxy for measuring content resonance, is partially influenced by the operational helpfulness offered by the marketer’s content. A marketer’s thought leadership competencies, in turn, are influenced by their perceived operational helpfulness, market foresight, dialogic responsiveness, and sharing generosity

Understanding Consumers\u27 Social Networking Site Usage

The purpose of this research is to examine consumer motivations to use social networking sites (SNSs) for three distinct activities: (1) general SNS usage, (2) the joining of a business’s SNS page and (3) clicking on an advertisement on a SNS. To assist with this exploration we draw upon the decomposed theory of planned behaviour as a theoretical lens and conduct a mixed-method study that utilises both an empirical investigation as well as qualitative focus group interviews in order to delve deeper into specific reasons why individuals engage in SNS activities. Results show that a number of antecedents such as attitude, compatibility, relative advantage, complexity, normative influences and self-efficacy come into play when determining SNS usage activities. However, specific antecedents may vary according to the explicit activity under investigation. This study’s main contribution involves advancing our understanding of consumer behaviour as it relates to SNS activities by examining not only antecedents to intention but also attitude, subjective norms and behavioural control. Other contributions include additional development of the SNS literature, integrating SNSs into a classical theoretical framework and providing valuable insights and implications for both practitioners and researchers alike

Interpersonal Trust and Within-Nation Regional E-Commerce Adoption

This study extends research on within-nation regional differences as well as the relationship between interpersonal trust and within-nation regional e-commerce by empirically investigating 44 regions of three European Union nations: Italy, Spain and Portugal. Within-nation regional trust data from the World Values Survey is used in conjunction with within-nation regional e-commerce data from the Eurostat Database. Results show that even after controlling for GDP, region size and population density, interpersonal trust is still positively and significantly related to within-nation differences in e-commerce adoption

Online Piracy in the Context of Routine Activities and Subjective Norms

Why do mainstream consumers who would not typically engage in illegal behaviour routinely resort to online piracy of copyrighted software? This paper provides answers to this research query by applying routine activity theory and the theory of reasoned action. The paper’s study analyses consumers’ role as possible offenders that can have the opportunity to engage in online software piracy as part of their routine online activities. Although it is problematic to measure the exact magnitude of the negative impact on the US economy, as stated by the Government Accountability Office it is sizeable. After analysing the conceptual model using a US national consumer sample of over 700 consumers, results show the influence of proximity to motivated offenders, target suitability, and capable guardianship on consumers’ attitudes and perceived subjective norms towards online software piracy, as well as their intentions to engage in this illegal behaviour on the Internet. By integrating routine activity theory, a criminology theory with the theory of reasoned action from psychology and analysing a widespread online software piracy phenomenon, several academic and practical contributions are made