208 research outputs found

    Demonstrating the Impact of E-Marketing on Industrial Sales

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    The digital world is making customer behavior visible and measurable. However, the relationship between e-marketing and sales is often elusive in businesses where transactions occur offline. The goal of this study is to describe how Web analytics can be exploited for linking e-marketing performance with industrial sales. The findings show that Web analytics (WA) enables an industrial company to link customer behavior online with the generation of sales leads that can be tracked all the way to transaction. However, building such a process successfully requires that the organizational conditions support the deployment of WA

    Intention to use mobile customer relationship management systems

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    © Emerald Group Publishing Limited. Purpose - The purpose of this paper is to investigate the behavioral intentions of business-to-business (B2B) sales managers to use mobile customer relationship management (CRM) systems in the course of their day-to-day activities. Design/methodology/approach - An extended Technology Acceptance Model (TAM) of mobile CRM system adoption is developed and tested with data from 105 international sales managers representing five B2B companies. Findings - The study extends the TAM framework with three additional constructs derived from mobile technology and sales force automation literature, namely personal innovativeness in the domain of IT, perceived risk, and perceived reachability. The model demonstrates that personal innovativeness and perceived reachability have significant effects on the TAM framework. Research limitations/implications - The relatively small sample size limits the generalization of the results. Practical implications - Sales managers' intention to adopt mobile CRM can be explained by the extended TAM framework. Understanding the key factors that influence intention to adopt a mobile CRM system will aid companies in implementing it among their sales force. Companies willing to foster adoption of a mobile CRM system among the sales force could focus on communicating the usefulness of using the system and benefits gained from enhanced reachability. Recruiting sales people with strong personal innovativeness is beneficial. Originality/value - This study responds the calls for studies on mobile platforms and on the use of mobile B2B applications in sales force management. It is among the first attempts to incorporate variables derived from mobile technology acceptance literature among the sales force into the TAM framework, to better explain acceptance of mobile CRM systems

    Combining Digitization with Healthcare Service Processes: Value Co-creation Opportunities Through Standard Work

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    The study explores some implications of digitized healthcare services for value co-creation opportunities and work standardization and introduces DARIO, a value co-creation model of digitized services. The key development is the model’s focus on service processes that emerge through standardized work, providing opportunities for value co-creation. The DARIO model seeks to combine the theory of value co-creation and operations through lean standard work. The digitization of healthcare services is typically discussed from technological, medical science or customer perspectives, but opportunities for professionals to participate or to perform in the value co-creation process are less widely studied. The digitization of healthcare services changes service processes and the professional’s work. As professionals may not automatically adopt new digital services and uncertainty surrounds the related work processes and workloads, managerial support is needed in defining standard work and for training and target setting in implementing digital healthcare services

    The Antecedents of Consumer-Generated Media Adoption for Travel Planning: A Literature Review

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    Web 2.0 provides different platforms through which tourists can share text, photos and videos of their travel experiences. Consumer-generated media (CGM) are considered honest and are thus trusted more than marketer-generated content. Different factors account for why tourists adopt CGM. This study aims to review extant studies on CGM to identify the antecedents of CGM adoption for travel planning and the theories, models and frameworks used in these studies; it also seeks to analyze the strengths of these antecedents in predicting the adoption of CGM for travel planning. A total of 54 studies from 2005-2016 were found. The study found that distinct and heterogeneous theories and frameworks were used with 61 different antecedents to predict intentions. The technology acceptance model (TAM) was the most commonly used model. Trust predicted attitude more than the other antecedents. Implications and research directions are suggested

    Are Facebook Brand Community Members Really Loyal to the Brand?

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    Although research into consumer participation in online brand communities has grown in recent years, still little is known about how membership in a Facebook brand community is related to brand loyalty. This study tests the direct and indirect effects of brand community engagement, electronic word-of-mouth (eWOM) intention, and community promotion behavior on attitudinal loyalty, repurchase intention, and positive word-of-mouth. Partial least squares modeling is used to test the conceptual model on data from a survey of 1,936 Facebook brand community members. The results support most of the hypotheses and show that whereas brand community engagement and eWOM intention are strongly associated with all the aspects of brand loyalty, community promotion behavior only affects word-of-mouth. The results also reveal that user activity in the Facebook brand community has no effect on positive word-of-mouth

    How to Engage Customers on TikTok?

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    This research investigates the effects of marketer-generated content (i.e., emotional and rational), sounds, and influencers on digital customer engagement (i.e., likes and shares) on TikTok. Data were collected from 10 Indonesian food and beverage brands. The results confirm that emotional content generates more likes and shares than rational (i.e., informational and transactional) content. Conversely, rational (i.e., informational and transactional) posts receive more likes and shares than emotional posts. Additionally, original sounds and influencers positively influence likes and shares. This study advances social media and content marketing literature in three ways. First, this research is among the first to discuss the emerging social media of TikTok. Second, this investigation is the first to examine the audio format as an element influencing engagement. Third, this study focuses on Indonesia, a developing country that is rarely investigated in content marketing studies. Practically, our research findings can guide brands in creating engaging TikTok videos

    Digital innovation & enterprise in the sharing economy: An action research agenda

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    In this digital era, Digital Innovation & Enterprise have emerged as a possible prescription in the sharing economy. Scholars have noted that digital innovation is transforming the technological landscape, entrepreneurial practices, and the behaviours, attitudes, and beliefs of consumers across the globe. This research note serves three purposes. First, it introduces digital innovation and enterprise as a fruitful area of research in the sharing economy. Second, it extends the agenda set by Yoo, Henfridsson, and Lyytinen (2010) on ‚Äúnew organising logics of Digital Innovation‚ÄĚ to propose contemporary research questions for scholarly collaboration. Third, it attempts to move forward research in digital business from B2B, B2C, mobile-social contexts to emerging eco-systems that address current socio-economic trends. In proposing such a digital business research agenda, the authors reason why Action Design Research studies may be particularly suited for the iterative development, replication and sharing of findings in the form of artefacts such as use-cases

    Values and M-Services Adoption

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    The use of mobile services has increased rapidly in recent. Although research has been conducted on which services people use and the benefits they attach to those services, the values associated with the adoption and use of m-services at the individual level is still unclear. This formation systems field various technology adoption models have been proposed and validated in relation to technology adoption within an organisational setting but personal adoption and use of technology is less researched. To help uncover the values behind adoption of m-services we use means-end chains and laddering techniques. The analysis of the interviews shows that mobile services often fulfil such basic needs as self-esteem, achievement, individuality, belonging and well-being. Exploring the realization of values as a theoretical framework offers researchers a way forward in environments characterised by individual technology decisions

    What drives customer satisfaction and well-being in ridesharing? A developing country perspective

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    This study examines ridesharing services from the customer perspective in a developing country context and investigates two significant post-adoption and marketing consequences: satisfaction and well-being. Using a purposeful sampling technique, six semi-structured in-depth interviews were conducted in Sindh province, Pakistan. Among the major findings are that customers’ awareness of the services and how to use the mobile application, convenience of use, high perceived value, the quality of information available in the ridesharing mobile app, real-time location services, and an effective complaint resolution mechanism promote customer satisfaction and well-being. This study includes implications and an agenda for future research

    Would you mind your language, please? Consumer incivility on social media platforms

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    Consumer incivility on social media platforms has recently gained the attention of academic researchers. However, few studies have presented the role that consumer incivility plays in forming social media perspectives (e.g. experiencing uncivil comments or rude replies on Facebook, Twitter and Instagram). Using the stimulus-organism-response theory, this study investigated the impacts of consumer incivility on social media brand representatives’ efforts to deal with it, social media brand community participation and social media brand trust. The study also investigated the influence of social media brand representatives’ efforts to deal with consumer incivility on social media brand community participation and examined the relationships of these two factors with social media brand trust. Two hundred and forty social media consumers who had witnessed the effect of consumer incivility on social media community platforms completed the study questionnaires. SPSS 23 and SmartPLS-SEM (v. 3.3.7) were used to analyse the data obtained and to test the hypotheses. The results revealed that consumer incivility was significantly inversely associated with the causal constructs. The present study provided novel insights for high-tech social media industries, including digital marketers and community developers
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