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Auswahl der wissenschaftlichen Literatur zum Thema „Influencer marketing decision maker“
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Zeitschriftenartikel zum Thema "Influencer marketing decision maker"
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Mowen, John C., und Thomas H. Stone. „An Empirical Analysis of Outcome Biases in Constituent Evaluations of Public Policy Decision Makers“. Journal of Public Policy & Marketing 11, Nr. 1 (März 1992): 24–32. http://dx.doi.org/10.1177/074391569201100103.
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This research empirically investigated a phenomenon that may influence the exchange relationship between public policy makers and consumers—the tendency of consumers to exhibit an outcome bias in their evaluations of a public policy maker who makes a decision under uncertainty. An outcome bias occurs when evaluators assess performance based upon the outcome of the decision rather than upon the quality of the decision itself The results of the study revealed that outcome and decision appropriateness information interacted to influence the evaluation of a public policy decision maker, thereby supporting a “weak form” of the outcome bias phenomenon. The results are discussed in terms of the importance of public policy makers marketing their decisions by publicizing the process through which decisions are made.
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Hamilton, Ryan, Rosellina Ferraro, Kelly L. Haws und Anirban Mukhopadhyay. „Traveling with Companions: The Social Customer Journey“. Journal of Marketing 85, Nr. 1 (31.03.2020): 68–92. http://dx.doi.org/10.1177/0022242920908227.
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When customers journey from a need to a purchase decision and beyond, they rarely do so alone. This article introduces the social customer journey, which extends prior perspectives on the path to purchase by explicitly integrating the important role that social others play throughout the journey. The authors highlight the importance of “traveling companions,” who interact with the decision maker through one or more phases of the journey, and they argue that the social distance between the companion(s) and the decision maker is an important factor in how social influence affects that journey. They also consider customer journeys made by decision-making units consisting of multiple individuals and increasingly including artificial intelligence agents that can serve as surrogates for social others. The social customer journey concept integrates prior findings on social influences and customer journeys and highlights opportunities for new research within and across the various stages. Finally, the authors discuss several actionable marketing implications relevant to organizations’ engagement in the social customer journey, including managing influencers, shaping social interactions, and deploying technologies.
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Jamira, Anaseputri, und Andri Yandi. „Peran Customer Value dalam Memediasi Green Marketing terhadap Keputusan Pembelian Mobil Low Cost Green Car (LCGC) di Kota Jambi“. J-MAS (Jurnal Manajemen dan Sains) 4, Nr. 2 (25.10.2019): 392. http://dx.doi.org/10.33087/jmas.v4i2.124.
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The purpose of this study is to examine the relationship between green marketing, customer value, and purchasing decision of Low Cost Green Car (LCGC) in Jambi City. To analyze customer value as mediating or intervening variable, Path Analysis with SPSS for Windows 21.0. software is used to confirm the relationship between variables. There are 120 respondents who are as Low Cost Green Car (LCGC) consumer and decision maker of buying it in Jambi City, that participated in this research by fulfill questionnaires. The results show that green marketing and customer value are important variables which each variable has influence on purchasing decision, and customer value acts as a mediating variable of green marketing to purchasing decision. This study needs to be followed up again to see what factors are can influence the decision to purchase a Low Cost Green Car (LCGC) in Jambi City.
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DeCarlo, Thomas, Tirthankar Roy und Michael Barone. „How sales manager experience and historical data trends affect decision making“. European Journal of Marketing 49, Nr. 9/10 (14.09.2015): 1484–504. http://dx.doi.org/10.1108/ejm-05-2014-0301.
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Purpose – The purpose of this study is to examine how trends in historical data influence two types of predictive judgments: territory selection and salesperson hiring. Sales managers are confronted frequently with decisions that explicitly or implicitly involve forecasting with limited information. In doing so, they conceptualize how the magnitude of these trend effects may be affected by the experience managers have in making these types of judgments. Study 1 provides evidence of a curvilinear relationship between experience and reliance on the trend data whereby the sales territory selections of novice sales managers exhibited greater susceptibility to informational trends than did the evaluations of naïve and expert decision-makers. A benchmark analysis in Study 2 further revealed that the salesperson selections made by novice and expert sales managers were equally biased, albeit in opposite directions, with novices overweighting and experts underweighting historical performance trends. Implications of these findings are discussed, as are avenues for future research. Design/methodology/approach – The authors employ an online experimental design methodology of practicing managers. For Study 1, they use regression, whereas Study 2 uses a deterministic process to develop a priori predictive benchmark forecasts. Ordinary least squares is then used to estimate manager’s decisions, which are then compared to the predictive forecasts to determine accuracy. Findings – Study 1 provides evidence of a curvilinear relationship between experience and reliance on the trend data whereby the sales territory selections of novice sales managers exhibited greater susceptibility to informational trends than did the evaluations of naïve and expert decision-makers. A benchmark analysis in Study 2 further revealed that the salesperson selections made by novice and expert sales managers were equally biased, albeit in opposite directions, with novices overweighting and experts underweighting historical performance trends. Originality/value – The present inquiry is the first to provide insights into an important issue that has been the subject of equivocal findings, namely, whether experience in a judgmental domain exerts a facilitating or debilitating effect on sales manager decision-making. In this regard, some research supports the intuition that experience in making a particular type of decision can insulate managers from judgmental bias and, in doing so, improve decision quality (see Shanteau, [1992a] for a summary). In contrast, other work provides a more pessimistic view by demonstrating that the quality of decision-making is either unaffected by or can erode with additional experience (Hutchinson et al., 2010). To help reconcile these conflicting findings, the authors presented and tested a theoretical framework conceptualizing how trends may influence predictive judgments across three levels of decision-maker experience.
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Crick, Dave, und James Crick. „An appreciative inquiry into the first export order“. Qualitative Market Research: An International Journal 19, Nr. 1 (11.01.2016): 84–100. http://dx.doi.org/10.1108/qmr-01-2015-0001.
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Purpose – This study aims to report on an investigation into decision-making leading to a UK firm’s first export order. It demonstrates the application of appreciative inquiry (AI) as an underutilised research method in marketing investigations. Design/methodology/approach – An AI research approach was undertaken in a firm that had not started exporting at the commencement of the study whereby the interventionist approach allowed the management team to overcome negative perceptions in their decision-making. From a research perspective, marketing decision-making could be understood in real time as opposed to in hindsight. Findings – While the key decision-maker is likely to be the owner/manager in small newly internationalising firms, a variety of factors will affect the decision to start exporting including the influence of the management team. In particular, the management team’s perceptions towards a combination of effectuation- and causation-based decision-making where risk/reward considerations in exploiting various international marketing opportunities are undertaken in light of perceived affordable losses, as well as against evolving objectives. Originality/value – The contribution is to demonstrate the AI methodology, which to date has received attention in management domains other than marketing; it offers an interventionist approach to help managers overcome barriers and move positively forward in decision-making. It offers researchers an opportunity to understand marketing decision-making in real time.
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BROPHEY, GLENN, ANAHITA BAREGHEH und DAVID HEMSWORTH. „INNOVATION PROCESS, DECISION-MAKING, PERCEIVED RISKS AND METRICS: A DYNAMICS TEST“. International Journal of Innovation Management 17, Nr. 03 (31.05.2013): 1340014. http://dx.doi.org/10.1142/s1363919613400148.
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Innovation processes result from a series of decisions and these are influenced by the perceived risks and success metrics faced by the decision-maker. Aiming to understand whether innovation risks and success metrics change during and between innovations, four hypotheses were developed and a questionnaire-based survey was adopted targeting managers of mechanically based manufacturers. Respondents were asked to indicate the importance of perceived risks throughout specific innovations for four domains of risk: marketing, technical, organizational and financial. Respondents were also asked to identify changes in type and magnitude of innovation risk and success metric. Descriptive and statistical tests were conducted to analyse the data. The results suggest that innovation risk changes in type and magnitude during and between innovations and success metrics change in type and magnitude during innovation. This study calls for situation specific research to provide helpful advice to practitioners.
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Singh, Baljeet. „Farm Opinion Leaders“. Journal of Global Economy 13, Nr. 1 (31.03.2017): 75–78. http://dx.doi.org/10.1956/jge.v13i1.448.
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This book endeavours to help the readers identify the farm opinion leaders and to understand the characteristics of farm opinion leaders and farm opinion seekers. Beside this motivation, satisfaction and effectiveness of farm opinion leaders and farm opinion seekers are also demystified for a rural set up. The study of influence of family members on the head decision maker of the family is initiated. A theoretical 4 P’s model of farm opinion leadership is proposed and a new method for identification of farm opinion leaders is conceptualised. Agriculture marketing decisions for four agriculture product categories i) agri input consumables (seed, fertilizer and pesticides) the fast moving agriculture goods (FMAGs), ii) agri input capital (farm machineries) the agriculture durables, iii) agri input credit (formal and informal sources) and iv) agri output (price, packaging, transport, storage and market selection) were studied.
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Kurniawan, Shelvy. „The Influence of Green Marketing on Green Satisfaction Mediated By Perceived Quality and Its Impact to Green Trust in Injection Motorcycle“. Winners 15, Nr. 2 (30.09.2014): 85. http://dx.doi.org/10.21512/tw.v15i2.622.
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Currently, motorcycle manufacturers are increasingly motivated to replace their motorcycle into fuel injection products. The growing concern from the consumers to the environment and the regulations of emission standards, that is Euro 3, for motorcycle industry is being finalized in the Ministry of Environment in order to be implemented in Indonesia. Through this research, the writer will examine the effect of green marketing on perceived quality, green satisfaction, and green trust, the effect of perceived quality on green satisfaction, and the effect of green satisfaction on green trust. Those effects needs to be investigated in order to know how far the effects of green marketing and to ensure whether green marketing is well accepted or not by the market in motorcycle industry. Scope of this research is also limited to the user of fuel injection motorcycle in Jakarta for Honda and Yamaha who involved as decision maker when the motorcycle is purchased. Sampling technique used in this research is quota sampling and the analysis method is structural equation modeling (SEM). The findings of this research are: green marketing has a significant direct effect on perceived quality, perceived quality has a significant direct effect on green satisfaction, green satisfaction has a significant direct effect on green trust, green marketing has a significant direct and indirect effect on green satisfaction, and green marketing has a significant direct and indirect effect on green trust. All of those effects are found to be positive effects.
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Matos, Celso Augusto de, und Anderson Krielow. „The effects of environmental factors on B2B e-services purchase: perceived risk and convenience as mediators“. Journal of Business & Industrial Marketing 34, Nr. 4 (07.06.2019): 767–78. http://dx.doi.org/10.1108/jbim-12-2017-0305.
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Purpose Based on the stimulus-organism-response (SOR) framework, this paper aims to analyze the influence of environmental factors (e.g. competitive pressure) on the firm’s evaluations (i.e. perceived risk and convenience) and response (intention to purchase e-services). Design/methodology/approach A model is tested with data from a survey with 430 micro- and small-sized enterprises (MSEs) in an emerging country. The following constructs were measured: external factors, data security, lack of knowledge, perceived risk, convenience and purchase intention. Company size, internet use and previous experience were control variables. Findings MSEs’ intention to purchase e-services is strongly influenced by convenience, which in turn is more affected by external factors. Perceived risk is mainly affected by lack of knowledge and data security. Overall, the model supports the mediating role of perceived risk and convenience in the relationship between Stimuli factors (external factors, data security and lack of knowledge) on response (purchase intentions). For instance, data security influences purchase intention only through the mediation of perceived risk and convenience. Practical implications Firms interested in providing e-services for MSEs should improve the perceived convenience of e-commerce. At the same time, they can also reduce the lack of knowledge and increase data security to reduce the perceived risk of the decision-maker. Originality/value This paper demonstrates mediating effects of perceived risk and convenience, considering a SOR framework, as well as the analysis of business-to-business e-services in an understudied context, i.e. MSEs in an emerging country.
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Suci, Afred, und Satria Tri Nanda. „PERILAKU INFORMASI DAN PREFERENSI UNIVERSITAS PADA GENERASI MILENIAL“. Jurnal Daya Saing 4, Nr. 3 (22.11.2018): 276–87. http://dx.doi.org/10.35446/dayasaing.v4i3.276.
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Digital era has shifted the role and information search behavior of selecting university. This study aims to map the role of influencer and decision maker and so as to analyze millennial student’s information search behavior for private universities. Respondent consists of 200 new students in seven private universities located in Riau Province, Indonesia. Data analyzed by using descriptive and chi-square for non-parametric statistic. Study reveals that millennial students autonomously become either prime influencer or decision maker in selecting campus destination. The main information source for millennial students are digital platforms and their peer community. There is no significant relationship between student's background and role of influencer. Meanwhile, student’s area of origin and their working status have a significant relationship with the role of final decision making. On the contrary, parents’ domicile, previous high school, and choice of study department have no significant relationship with the role of final decision making. The most important information for private university applicants are the availability and completeness of campus facilities, detail of tuition fee, and information of scholarship opportunities.
Dissertationen zum Thema "Influencer marketing decision maker"
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Steinvall, Vendela, und Anton Leif. „Selection, Evaluation and Disclosure strategies : within the pheonomenom influencer marketing“. Thesis, Umeå universitet, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-185473.
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Whilst influencer marketing has become a more common practice for decision makers within the field of influencer marketing, qualitative measurements are yet intangible and hard to measure, hence, requiring standardization. Recent scholars suggest that the phenomenon of influencer marketing have drastically changed over a short period of time, and there are reasons to believe that it is still changing. Therefore, relevant scholars have suggested that further research on the subject is of highest importance to the society as well as for brand/ company perspectives. The authors of this thesis have therefore focused on the most crucial elements that needs further research within the field of influencer marketing. These elements are elaborated by previous research, however, there are inconsistencies that needs to be reviewed and clarified. Although, influencer marketing requires more research in general, the authors of this thesis have decided to focus on the Swedish market, to understand and display the common strategies used within influencer marketing today, andpotentially foresee future strategies and trends.Inconsistency among previous research exists in terms of influencer selection, influencer evaluation and disclosure strategies. Additionally, there is a further need of elaborating on preferred relationships between brands/ companies and influencers, as well as preferred traits and characteristics brands/ companies seeks within an influencer. Therefore, the research question states; How do decision makers within the field of influencer marketing select andevaluate influencers; andhow are the different disclosure strategies used?Based on theoretical books, scientific articles, and journals the authors of this thesis have chosen suggested approaches to evaluate and analyse the data gathered. The primary data itself was gathered through semi-structured interviews consisting of six respondents. The respondents operate in different industries, but all are decision makers within the field of influencer marketing. For convenience, the authors of this have categorized the respondents based on size of company and whether their main focus are products or services.The findings of the thesis are presented in a model where the most common practices are displayed. The result will provide the reader with cause of action within the quantitative and qualitative approaches one can take. It has been established that qualitative approaches are becoming more common, contributing to a need of a trustworthy evaluation of such subjective approaches. In addition, the model presents the disclosure strategies used by the respondents in this study, hence, providing an understanding of how disclosure can be used to prevent certain issues. Evidence also points at missing opportunities regarding disclosure strategies. Furthermore, influencer characteristics and relationship approaches will be discussed. This thesis provides the most common approaches used by decision makers within the field of influencer marketing, especially when selecting and evaluating influencers. However, there is a need for further research regarding selection and evaluation of qualitative approaches as well as for disclosure strategies.
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HUANG, ZHENG-SHUN, und 黃正順. „International marketing channel integration and decision-maker“. Thesis, 1993. http://ndltd.ncl.edu.tw/handle/35620670881371225217.
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Costa, Inês Oliveira Milheiro da. „The impact of influencer marketing on consumer purchase intentions and brand attitude: the instagrammers“. Master's thesis, 2019. http://hdl.handle.net/10071/19035.
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A presente dissertação tem como principal objetivo perceber se as publicações dos influencers no Instagram influenciam efetivamente a decisão de compra do público feminino jovem-adulto. Adicionalmente, este estudo visa também averiguar se estas mesmas publicações têm influência na opinião do consumidor sobre um certo produto/serviço – Brand attitude - de uma determinada marca. Para a obtenção dos resultados desta tese foram utilizados dois métodos de pesquisa qualitativa:
entrevistas e netnografia. No primeiro método, entrevistámos 30 consumidores do sexo
feminino com idades compreendidas entre os 19 e os 30 anos. As entrevistas permitiram não só compreender o impacto dos posts das influencers na decisão de compra das consumidoras e atitude perante a marca, como também outros aspetos importantes acerca dos influenciadores digitais e a sua ligação com a audiência, como por exemplo os fatores que mais influenciam a compra de um determinado produto/serviço, a personalidade, o rácio de seguidores e pessoas seguidas no Instagram, a preferência entre seguir celebridades tradicionais ou blogguers, entre
outras. O segundo método utilizado foi netnografia. Nesta análise foram extraídos cerca de 200 comentários do Instagram de cada uma de 5 influencers portuguesas escolhidas: Alice Trewinnard, Helena Coelho, Inês Rochinha, Jessica Athayde e Vanessa Martins. De seguida, no sentido de retirar as conclusões necessárias e utilizando a ferramenta Meaning Cloud como suporte, foram desenvolvidas as duas análises, Global Sentiment Analysis e Topic Sentiment
Analysis, o que nos permitiu classificar os sentimentos presentes nos comentários e averiguar os tópicos mais abordados nas interações. Com a realização desta tese pode-se concluir que as publicações dos influencers no Instagram sobre certos produtos/serviços influenciam significativamente tanto a decisão de compra dos
consumidores como a sua opinião sobre uma determinada marca.The present dissertation aims to conclude if the influencer’s posts on Instagram have an impact on consumer’s purchase decisions, regarding the young-adult female audience. Additionally, this study also aims to understand if these posts have an influence on consumer’s brand attitude, that is, on the consumer’s opinion about a product or service of a certain brand. In order to take conclusions, two qualitative research methods were used: in-depth interviews and netnography. In the first method, 30 participants female consumers were interviewed with ages between 19 and 30 years old. These interviews not only provided information about the impact of influencer’s posts on consumer’s purchase decisions and their brand attitude, but also other relevant aspects about the digital influencers and their connection with the audience, such as the factors that influence purchase decisions on Instagram the most, the personality, the followers and followees ratio, the preference between following traditional celebrities or bloggers, among others. The second chosen method was netnography. In this analysis, approximately 200 comments were extracted from the Instagram account of each one of the 5 portuguese digital influencers chosen: Alice Trewinnard, Helena Coelho, Inês Rochinha, Jessica Athayde and Vanessa Martins. Afterwards, using the Meaning Cloud tool as support, the two analysis were developed, Global Sentiment Analysis and Topic Sentiment Analysis, which made us able to classify the sentiments attached to the comments and observe the most approached topics on the interactions. The results of the present dissertation confirm that the influencer’s posts on Instagram about a certain product/service have a significant impact both on consumer’s purchase intentions and on their opinion towards a brand.
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Dias, Mariana Barbosa Valdez. „Mobile applications as an influencer tool in the decision-making process of wine purchasing: APP Deco Vinhos“. Master's thesis, 2017. http://hdl.handle.net/10071/16310.
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The master project aimed to gather knowledge about the decision-making process and mobile applications (app) as a comparison tool, to propose a strategy to a restructuring proposal to app Deco Vinhos, by Deco Proteste.
This application is associated with Wine Guide in paper format which, itself, is intended to a elder target and less able audience to resort to mobile applications in the decision-making process of wine purchasing.
Therefore, it was necessary to find a strategy which revealed the application potential to a possible target.
The project started with the collection and analysis of the available literature on the topics of digitalisation and mobile applications, decision-making process and comparison tools as influencers, and mobile wine applications market.
An external analysis has been done, along with an analysis of the mobile application market and an internal analysis of the app. To sustain the results and to consolidate the restructuring proposal, were made interviews to key-informants who were involved in the app development.
The project expectation is to present restructuring proposal focused on three main areas: at the product level, subscription model and communication plan, to meet the target’s needs, and this way increase the number of users.O projeto de mestrado teve como objetivo reunir conhecimento sobre o processo de tomada de decisão e as aplicações (app) mobile como ferramentas de comparação, de forma a propor uma estratégia de restruturação para a app Deco Vinhos, da Deco Proteste. Esta aplicação está associada ao Guia de Vinhos em formato de papel que, por si só, se destina a um público mais envelhecido e com menos capacidades para recorrer a aplicações mobile no processo de tomada de decisão da compra de vinhos.Deste modo, era necessário encontrar uma estratégia que desse a conhecer as potencialidades da aplicação a um possível público. O projeto iniciou-se com a recolha e análise da literatura disponível relativa aos temas digitalização e aplicações mobile, processo de tomada de decisão e ferramentas de comparação como influenciadoras e mercado das aplicações mobile de vinho. Também foi realizada uma análise da envolvente, do mercado das aplicações mobile e uma análise interna da aplicação. De forma a sustentar os resultados e consolidar a proposta de restruturação, foram elaboradas entrevistas a informantes chave que estiveram envolvidos no desenvolvimento da app. A expectativa do projeto é apresentar uma estratégia de restruturação focada em três áreas: a nível do produto, modelo de subscrição e plano de comunicação, de forma irem de encontro às necessidades do público alvo e, assim aumentar o número de utilizadores.
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Oliveira, Mariana Lampreia de. „The impact of digital influencers on consumers´ decision-making process in the luxury fashion market“. Master's thesis, 2021. http://hdl.handle.net/10400.14/34857.
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The aim of this dissertation is to comprehend how digital influencers affect each stage of consumers’ decision-making process when buying a luxury fashion product. This research intends to contribute to help managers and marketers to make more informed decisions about which strategies to implement in each stage of consumers’ decision-making process. I used a qualitative approach and conducted 20 semi-structured interviews of consumers of luxury fashion brands who are currently followers of digital influencers on social media. The findings demonstrate that influencers have an impact on problem/need recognition stage, information search stage and evaluation of alternatives stage, but do not have an impact on purchase decision stage. Indeed, the majority of consumers advocated that influencers are a valuable source of brand awareness and product information and that the content shared by them on social media is useful to help consumers to choose the product that will better satisfy their needs and desires. However, almost every participant stated that although feeling very inspired and influenced to buy the luxury fashion products used or promoted by influencers, they acknowledge that this influencers’ persuasive power is not sufficient for them to decide to purchase the product, since luxury fashion products represent a large investment and, consequently, require a higher purchase power and a deeper ponderation.O objectivo da presente dissertação é compreender como é que os influenciadores digitais afectam cada etapa do processo de tomada de decisão dos consumidores quando estes pretendem comprar um produto de moda de luxo. Esta pesquisa pretende ajudar os gestores e marketers a tomar decisões mais informadas sobre que estratégias implementar. Assim, uma pesquisa qualitativa foi implementada e 20 entrevistas em profundidade foram conduzidas entre consumidores de marcas de moda de luxo que seguem actualmente influenciadores nas redes sociais. Os resultados demonstraram que os influenciadores têm um impacto efectivo na etapa do reconhecimento do problema/necessidade, na etapa da pesquisa de informação e na etapa da avaliação de alternativas. Porém, os resultados não demonstraram existir um impacto dos influenciadores na etapa da decisão de compra. De facto, a maioria dos entrevistados mencionaram que os influenciadores são valiosas fontes de informação sobre as marcas e produtos e que o seu conteúdo ajuda os consumidores a perceber qual o produto que melhor responderá às suas necessidades e desejos. Contudo, apesar de a maioria dos participantes revelarem que se sentem inspirados e persuadidos a adquirir os produtos de moda de luxo usados ou promovidos pelos influenciadores, estes participantes reconhecem também que o poder persuasivo dos influenciadores não é suficiente para os decidir a comprar o produto, pois os produtos de moda de luxo representam um grande investimento e, consequentemente, requerem um maior poder de compra e uma maior ponderação.
Bücher zum Thema "Influencer marketing decision maker"
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Pitt, Leyland F. The marketing decision maker from MKIS to MDSS. 2. Aufl. Kenwyn: Juta, 1994.
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McNulty, Gerry. An exploratory investigation: To identify those factors that influence corporate decision makers when choosing those causes to support in a cause related marketing programme : and to identify those factors which impact upon the successful implementation of a cause related marketing campaign. (s.l: The Author), 1996.
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Moore, Gordon, John A. Quelch und Emily Boudreau. Choice Matters. Oxford University Press, 2018. http://dx.doi.org/10.1093/oso/9780190886134.001.0001.
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Choice Matters: How Healthcare Consumers Make Decisions (and Why Clinicians and Managers Should Care) is a timely and thoughtful exploration of the controversial role of consumers in the U.S. healthcare system. In most markets today, consumers have more options and autonomy than ever before. Empowered consumers easily shop around for products and services that better meet their needs, and they widely share their reviews on social media to inform and influence other consumers. Businesses have responded with better experiences and prices to compete for consumers’ business. Though healthcare has lagged behind other industries in this respect, there is a rising tide of interest in consumer choice and empowerment in healthcare markets. However, most healthcare provider organizations, individual doctors, and health insurers are unprepared to consider patients as consumers. The authors draw upon the fields of medicine, marketing, management, psychology, and public policy as they take a substantive, in-depth look at consumer choice and point out its appropriate use, as well as its limitations. This book addresses perplexing issues, such as how healthcare differs from other consumer-driven markets, how consumers make healthcare decisions, and how increased consumer choice in healthcare can not only aid and empower American consumers but also improve the overall healthcare system.
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Kuenzler, Adrian. Restoring Consumer Sovereignty. Oxford University Press, 2017. http://dx.doi.org/10.1093/oso/9780190698577.001.0001.
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For decades, there has been broad consensus within antitrust, intellectual property, and consumer law scholarship that consumers make decisions in their own best interests by consciously weighting the market’s relative prices, quantities, and qualities against each other. That consensus is unraveling in light of novel findings from cognitive and social psychology that explain how individuals’ concepts of what they prefer drive the global economy. At the same time, producers nowadays no longer merely satisfy consumers’ needs but also communicate their values, identities, and aspirations through the sale and marketing of products. As part of the growing interest in observations such as these, a wealth of psychological studies challenge the fundamental teaching of economics that the interplay of demand and supply of goods in a free market economy provides us with material wealth. This book provides a normative defense of that assumption and a theoretical framework for understanding its contradictions. It argues that the erosion of consumer sovereignty through the ability of product manufacturers and sellers to systematically take advantage of individuals’ psychological weaknesses demands a twenty-first-century reconceptualization of the consumer and a modern account of how the law should regulate the digital economy. Such an account is justified to ensure a diverse marketplace in which consumers can influence how our societies are structured and arranged. By examining the role that market manipulation plays, it offers ingredients for a realistic descriptive and normative market regulatory theory that is aware of its political economy, its behavioral suppositions, and its distributional consequences.
Buchteile zum Thema "Influencer marketing decision maker"
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Luckett, Michael G., und Karin Braunsberger. „Business Ethics: Characteristics of an (Un)Ethical Decision Maker“. In Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference, 267. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10963-3_159.
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Brown, Duncan, und Nick Hayes. „Decision-maker ecosystems“. In Influencer Marketing, 28–36. Elsevier, 2008. http://dx.doi.org/10.1016/b978-0-7506-8600-6.50008-2.
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Al Medani, Tarek, Ceren Sahin und Elif Esiyok. „A Study on Influencers' Role in the Buying-Decision Process Within the Context of Word-of-Mouth Marketing“. In Handbook of Research on New Media Applications in Public Relations and Advertising, 149–58. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-3201-0.ch009.
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The aim of this study is to explore influencers' role in buying-decision process within the context of word-of-mouth marketing and how it differs among different countries. Therefore, to make a comparison between the two countries, United States of America and Turkey are chosen. In the study, in-depth interview technique was used to obtain the data. Interviews were conducted with 20 participants who used Instagram and followed at least one influencer. Ten participants were from United States of America and 10 were from Turkey. In total, three themes were identified. Following the analysis, it was found that trust is very important. If the followers did not trust influencers, they would not prefer to buy or try the product that they have suggested.
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„The consumer as a decision maker“. In Basics Marketing 01: Consumer Behaviour, 132–61. AVA Publishing SA Distributed by Thames & Hudson (ex-North America) Distributed in the USA & Canada by: Ingram Publisher Services Inc. English Language Support Office, 2009. http://dx.doi.org/10.5040/9781350088825.ch-006.
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Iancu, Ioana. „A Neuromarketing Perspective on Measuring Marketing Influence at the Unconsciousness Level“. In Applications of Neuroscience, 296–316. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5478-3.ch014.
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In a context characterized by an inflation of marketing messages, it is imperious to understand how consumers succeed in making the buying decision. Starting by briefly describing the structure and the role of the brain and the differences between consciousness and unconsciousness, the paper aims to investigate the way neuromarketing can help in comprehending the feelings of the consumers, the way products or services match the consumers' needs, and the way companies can discover the insights of decision-making process. This paper can be perceived either as a guide for the companies that aim to find more on the way people manage information and make decisions or as a comprehensive description on human being marketing behavior that can serve both business, academic environments and consumers.
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Iancu, Ioana. „A Neuromarketing Perspective on Measuring Marketing Influence at the Unconsciousness Level“. In Advances in Business Strategy and Competitive Advantage, 151–71. IGI Global, 2017. http://dx.doi.org/10.4018/978-1-5225-0953-0.ch008.
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In a context characterized by an inflation of marketing messages, it is imperious to understand how consumers succeed in making the buying decision. Starting by briefly describing the structure and the role of the brain and the differences between consciousness and unconsciousness, the paper aims to investigate the way neuromarketing can help in comprehending the feelings of the consumers, the way products or services match the consumers' needs, and the way companies can discover the insights of decision-making process. This paper can be perceived either as a guide for the companies that aim to find more on the way people manage information and make decisions or as a comprehensive description on human being marketing behavior that can serve both business, academic environments and consumers.
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Alrousan, Mohammad Kasem, Ahmad Samed Al-Adwan, Amro Al-Madadha und Mohammad Hamdi Al Khasawneh. „Factors Affecting the Adoption of E-Marketing by Decision Makers in SMEs“. In Research Anthology on Small Business Strategies for Success and Survival, 887–915. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-9155-0.ch044.
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This study examines the factors that influence decision-makers to adopt e-marketing in small- and medium-sized enterprises (SMEs) in Jordan. There is currently no comprehensive conceptual framework that explains e-marketing adoption in SMEs. Therefore, this study develops a conceptual framework based on the diffusion of innovation (DOI) and technology-organization-environment (TOE) theories. The conceptual framework is composed of four contexts: technological, organizational, managerial, and environmental, and hypothesizes eleven factors significantly influencing e-marketing adoption in SMEs. A self-administrated questionnaire survey was conducted with 362 SMEs in Jordan. Logistic regression was used to test the relevant hypotheses. The obtained results show that relative advantages, complexity, IT expertise, top management support, manager's IT knowledge and external pressure have a significant impact on e-marketing adoption. However, compatibility, cost, firm size, manager innovativeness, and government support do not show any association with e-marketing adoption.
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Lahmiri, Salim. „Neuromarketing Perspective of Consumer Choice“. In Applying Neuroscience to Business Practice, 49–62. IGI Global, 2017. http://dx.doi.org/10.4018/978-1-5225-1028-4.ch003.
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Behavioural research attempts to study how individuals make decisions and interact and influence other individuals, organizations, markets and society. In this regard, applied neuroscience in human decision-making has gained an increasing attention in recent decades with emergence of two disciplines; namely neuroeconomics and neuromarketing. Indeed, neuroeconomics has emerged as a multidisciplinary research area that integrates knowledge from neuroscience, psychology, and economics to better understand economic decision making and to specify more accurate models of choice and decision. In particular, neuroeconomics is becoming an attractive area of study and research in financial decision making with particular emphasis on understanding investor sentiment and fear when faced to different investment opportunities characterized by various scenarios. In particular, it aims to understand and explain consumer decision process and influence of marketing key factors on consumer choice. As a result, companies may define appropriate marketing strategies based on neuromarketing studies.
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Lahmiri, Salim. „Neuromarketing Perspective of Consumer Choice“. In Applications of Neuroscience, 286–95. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5478-3.ch013.
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Behavioural research attempts to study how individuals make decisions and interact and influence other individuals, organizations, markets and society. In this regard, applied neuroscience in human decision-making has gained an increasing attention in recent decades with emergence of two disciplines; namely neuroeconomics and neuromarketing. Indeed, neuroeconomics has emerged as a multidisciplinary research area that integrates knowledge from neuroscience, psychology, and economics to better understand economic decision making and to specify more accurate models of choice and decision. In particular, neuroeconomics is becoming an attractive area of study and research in financial decision making with particular emphasis on understanding investor sentiment and fear when faced to different investment opportunities characterized by various scenarios. In particular, it aims to understand and explain consumer decision process and influence of marketing key factors on consumer choice. As a result, companies may define appropriate marketing strategies based on neuromarketing studies.
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Guzmán, Jovanna Nathalie Cervantes. „Decision Making and Behavior“. In Handbook of Research on IT Applications for Strategic Competitive Advantage and Decision Making, 390–404. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-3351-2.ch020.
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The purpose of this chapter is to expose the relevance of the use of micro-influencers as a creative strategy in the marketing used by SMEs in Mexico. The methodology employed was deductive, exploratory, descriptive, correlational, and documentary. The information presented from the research carried out on the millennials shows that the productive life of an SME would obtain a considerable increase working on its publicity as a creative strategy with a micro influencer.
Konferenzberichte zum Thema "Influencer marketing decision maker"
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Černikovaitė, Miglė. „The impact of Influencer marketing on consumer buying behavior in social networks“. In Contemporary Issues in Business, Management and Economics Engineering. Vilnius Gediminas Technical University, 2019. http://dx.doi.org/10.3846/cibmee.2019.082.
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Purpose – the purpose of the article is to analyze the impact effect of Influencers marketing on consumer buying behavior by determining which partnership opportunities are most relevant. Research methodology – the theoretical analysis of scientific literature and quantitative statistical analysis of empirical research results. Findings – the research in Lithuania has shown that before making a decision to purchase a product or a service, most respondents are actively seeking information in social networks by reading other costumers feedback. Moreover, the survey reveals that recommendations, comments, shared information about certain brands by Influencers are the most important factors in changing buying behavior. Research limitations – the main limitations of research may be the geographical research area – Lithuania and social networks (Facebook). Practical implications – understanding of Influencers impact on consumer buying behavior. Originality/Value – this scientific topic is rather new. Scientists, like Matsumura, Yamamoto, & Tomozawa (2008), investigated Influencers and Consumer Insights impact in the Blogosphere; Thakur, Srivastava (2015) presented a Conceptual research model of Influencers impact of Customer Satisfaction and Loyalty and etc. However, there is a lack of research investigating the impact of Influencer marketing on consumer buying behavior. This research aims to fill this gap in the Lithuanian case
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Chen, Wen-Yu, Chia-Yuan Hsu und Magdalena Samidjen. „WHO IS THE MORE INFLUENTIAL DECISION-MAKER? SPA TRAVEL IN BALI AIMING AT TAIWANESE AND MAINLAND CHINESE COUPLE TOURISTS“. In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.05.10.22.
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Pitarque, Albert, und Montserrat Guillen. „An algorithm to fit conditional tail expectation regression models for vehicle excess speed in driving data“. In CARMA 2020 - 3rd International Conference on Advanced Research Methods and Analytics. Valencia: Universitat Politècnica de València, 2020. http://dx.doi.org/10.4995/carma2020.2020.11512.
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Marketers are faced with the daunting challenge of identifying insights anddelivering the right combination of online and offline tactics to engageconsumers at various stages along the consumer journey. In this paper, weinvestigate the effects of retargeting in a multichannel environment. Using athree-stage modeling approach, we find retargeting is an effective advertisingactivity to influence purchase incidence, but only when combined with otherspecific marketing activities. While catalogs and emails have positivesynergies with retargeting, website visits and retargeting have a negativesynergy on a consumer’s decision to make a purchase. One possibleexplanation to the negative synergistic effect is that consumers may findretargeting obtrusive when browsing online, whereas it may serve as awelcome reminder when, combined with emails or catalogs. Rather thannudging consumers along the consumer journey some combinations ofadvertising activities may actually deter customers from engaging with a firm.
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N. Agu, Monica, Stephen Nabareseh und Christian Nedu Osakwe. „Investigating Web Based Marketing in the Context of Micro and Small-Scale Enterprises (MSEs): A Decision Tree Classification Technique“. In InSITE 2015: Informing Science + IT Education Conferences: USA. Informing Science Institute, 2015. http://dx.doi.org/10.28945/2201.
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This paper presents the findings of an exploratory study of web based marketing (WBM) usage predictor variables in the context of micro and small-scale enterprises (MSEs). By means of a cross-sectional field study, a structured questionnaire was used to elicit responses from 267 enterprises situated in the South East Region of Nigeria. The main rationale for this study is to provide a vivid description of pertinent variables that are most likely to influence an enterprise’s consideration of the relevance and/or implementation of WBM. Against this backdrop, the authors used the decision tree classification technique of data mining to build a predictive model. One of the interesting findings in this study seems to show that service-oriented enterprises that have a social media presence and are equally headed by highly educated women have a higher proclivity of engaging in WBM. By and large, our findings provide an understanding of idiosyncratic factors that impact on WBM non (usage) by enterprises. Lastly, our findings have implications for practitioners and policy makers in developing countries, particularly that of Nigeria.