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1
Kruger, H., and LCH Fourie. "Online product and/or service brand offerings in South Africa." South African Journal of Economic and Management Sciences 7, no. 3 (April 8, 2004): 440–58. http://dx.doi.org/10.4102/sajems.v7i3.1355.
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The Internet has forced most companies to consider online brand building strategies. This strategic consideration depends on the determination of the status quo of the brand at present. The former is crucial as identified success drivers of online brand initiatives are neither uniformly nor generically applicable to all online brand offerings. It is thus suggested that the applicability of success factors to online brand offerings depends on the appropriateness of the brand’s context, which in turn is determined by benchmarking the brand against categorised characteristics of existing online brands. This paper summarises and categorises South African online brand offerings over a three year period and applies the findings for elucidatory purposes to a three dimensional Brandscape Model. After managerial implications have been discussed, the study concludes with recommendations for future research.
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Mills, Adam J., and Kirk Plangger. "Social media strategy for online service brands." Service Industries Journal 35, no. 10 (May 15, 2015): 521–36. http://dx.doi.org/10.1080/02642069.2015.1043277.
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Lu, Tzu-En, Yi-Hsuan Lee, and Jer-Wei Hsu. "Does Service Recovery Really Work? The Multilevel Effects of Online Service Recovery Based on Brand Perception." Sustainability 12, no. 17 (August 27, 2020): 6999. http://dx.doi.org/10.3390/su12176999.
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This study explores how customer perception of online shopping brands plays a key role in moderating the relationship between service recovery and perceived justice. We incorporated brand equity at the organizational level and brand identity at the individual level into the relationship between online service recovery and customer-perceived justice. The findings are as follows: (a) online service recovery has a positive effect on customer-perceived justice; (b) brand equity at the organizational level has a negative influence on the relationships that courtesy and compensation have with perceived justice; (c) brand identity at the individual level has a negative influence on the relationships that courtesy and compensation have with perceived justice; and (d) hierarchical linear modeling can precisely measure the relationship between organizations and customers.
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Carlson, Jamie, and Aron O'Cass. "Optimizing the Online Channel in Professional Sport to Create Trusting and Loyal Consumers: The Role of the Professional Sports Team Brand and Service Quality." Journal of Sport Management 26, no. 6 (November 2012): 463–78. http://dx.doi.org/10.1123/jsm.26.6.463.
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How professional team-based sport organizations can optimize their e-service platform and manage their brand in an increasingly multichannel marketing environment is a critical issue. This study examines how sports consumers’ (i.e., fans’) perceptions of e-service quality, brand strength, and image congruency between the sport brands’ offline image and online image affects the development of consumers’ trust in the team’s website. In addition, the study explores the role of team website trust in developing team website loyalty, as well the role of loyalty in actual purchase frequency from the teams’ website. Data were collected via an online survey of sports consumers of e-services delivered by professional sport teams. The results indicate that sport team brand strength, followed by teams website e-service quality and brand image congruency between the teams online and offline activity are significant determinants of trust in the teams’ website, with online trust strongly influencing website loyalty intentions.
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Dou, Wenyu, and Sandeep Krishnamurthy. "Using Brand Websites to Build Brands Online: A Product versus Service Brand Comparison." Journal of Advertising Research 47, no. 2 (June 2007): 193–206. http://dx.doi.org/10.2501/s0021849907070225.
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Pelletier, Mark J., and Alisha Blakeney Horky. "Exploring the Facebook Like: a product and service perspective." Journal of Research in Interactive Marketing 9, no. 4 (October 12, 2015): 337–54. http://dx.doi.org/10.1108/jrim-09-2014-0059.
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Purpose – The purpose of this exploratory study is to expand the knowledge of the current literature stream and to attempt to more fully understand the simple but singularly unique aspect of social networking communication that is the Facebook “Like”. To this end, motivations behind liking a brand are explored, as well as the interactions that occur between the company and consumer as a result of this Facebook interaction. Next, we look at differing levels of interaction for liked product and service brands on Facebook. Specifically exploring if there are differences with how Facebook users engage with liked product and service brands. Design/methodology/approach – The authors first engage in an exploratory, qualitative-based research to look at the motivations and consequences associated with liking product and service brands, using a sample of 160 Facebook users. Next, an ANOVA analysis is performed using an online sample of 264 respondents recruited from Amazon Mechanical Turk. Findings – The qualitative analysis reveals differing motivations for liking brands on Facebook and suggests that generating Facebook Likes can indeed have positive, if unacknowledged, outcomes for the firm. Further, while there is no significant difference in perceptions of brand knowledge between product- and service-based brands, there is a significant difference in perceptions of brand connectedness between brand types, with consumers reporting a greater sense of connection to the service brands and higher levels of brand attitude and purchase intention for product-based brands. It is also shown that consumers have a greater intention of reading and liking posts from product-based brands. Originality/value – This paper explores and attempts to move toward clarification of the gap that exists between “quality” versus “quantity” valuations of a Facebook Like.
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McCabe, Mary B., and Richard Weaver. "Achieving Resonance for Online Travel Brands via Mobile Devices." Journal of Economics, Trade and Marketing Management 3, no. 1 (January 22, 2021): p1. http://dx.doi.org/10.22158/jetmm.v3n1p1.
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Branding for service organizations has challenges with the limited space on a mobile phone while consumers create a brand experience in an instant. This reports how online travel agencies (OTA) present their brands on mobile, as framed by the Brand Resonance Pyramid. The authors examine how the OTA present the four levels of branding: identity, meaning, judgement/feelings, and resonance. The authors reflect on qualitative perceptions of Expedia and Booking, the largest revenue OTA, applied to key branding elements on mobile devices for booking flights, accommodations, and car rentals. Travel brands are challenged to improve customer relationships to the resonance level in order to experience the highest mutual value using this communication technology.
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Gomes, Mariana, Teresa Fernandes, and Amélia Brandão. "Determinants of brand relevance in a B2B service purchasing context." Journal of Business & Industrial Marketing 31, no. 2 (March 7, 2016): 193–204. http://dx.doi.org/10.1108/jbim-08-2014-0151.
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Purpose – Brands have traditionally been regarded as a key asset and a source of competitive advantage in purchasing decisions, as customers are expected to prefer stronger brands to minimize risks. However, the role of brands in business markets is unclear and underresearched. The purpose of this study is to analyze the relevance of brands in a business-to-business (B2B) purchase setting and their key determinants. Design Methodology/approach – A research model was developed to explain brand relevance when compared with other decision factors in a B2B context. Based on the frameworks developed by Zablah et al. (2010) and Mudambi (2002), the model considers the purchase situation, decision-maker characteristics and firm size as determinants of brand relevance in the decision-making process. One of the most prominent Portuguese construction groups, which comprised three companies, was chosen for the sample of this study. Data were collected through a self-administered, online, cross-sectional survey, resulting in a convenience sample of 87 decision-makers. Findings – Findings suggest that attributes related with brands matter even in B2B rational decision-making processes. However, brands are not important to all organizational buyers or in all situations. Different purchase situations and decision-maker characteristics proved to have an impact on brand relevance, namely, brand reputation, prior purchases and brand awareness. Only firm size was not confirmed as a determinant of brand relevance in the B2B purchasing process. Originality/value – B2B brand research is scarce, especially for industrial services. By investigating the determinants of brand relevance in a B2B purchasing context, namely, in a construction services setting, this study contributes to bridging this literature gap. Moreover, the few studies on the subject have been largely descriptive in nature and managerially oriented, while this investigation emphasizes hypothesis testing through a proposed research framework. Also, in managerial terms, identifying determinants of the importance given to brands by organizational buyers is critical in deciding when investment in brand development is more likely to payoff.
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Khan, Imran, Linda D. Hollebeek, Mobin Fatma, Jamid Ul Islam, and Zillur Rahman. "Brand engagement and experience in online services." Journal of Services Marketing 34, no. 2 (December 19, 2019): 163–75. http://dx.doi.org/10.1108/jsm-03-2019-0106.
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Purpose The purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in the online service context. Design/methodology/approach To achieve the study’s objective, 414 users of virtual service brands, predominantly in the online banking, airline and hotel sectors, were surveyed. Findings Both brand engagement and experience exert direct effects on brand trust and commitment, as well as indirect effects on brand commitment (via brand trust) and service brand loyalty (via brand commitment). Research limitations/implications This paper adds to the literature by incorporating brand engagement, experience, trust and commitment into a unifying framework. The framework emphasizes brand trust and commitment’s mediating role in the relationship that brand engagement and experience share with brand commitment and loyalty in the online service context. Practical implications Marketers should formulate online brand engagement and experience strategies that strengthen customer brand trust and commitment, which are expected to exert a significant brand loyalty-enhancing effect. Originality/value Brand engagement and experience were validated as key drivers of brand trust and commitment, thereby further substantiating their role as important strategic metrics. Moreover, the role of commitment as a mediating factor in the association between brand engagement and experience and their respective impact on brand loyalty has been verified. Although the findings suggest that improved brand engagement/experience contributes to brand loyalty, this effect transpires only though brand commitment.
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Su, Na, and Dennis Reynolds. "Categorical differences of hotel brand personality." International Journal of Contemporary Hospitality Management 31, no. 4 (April 8, 2019): 1801–18. http://dx.doi.org/10.1108/ijchm-05-2018-0354.
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Purpose This study aims to differentiate the brand personality of four basic hotel categories (e.g. limited-service, selected-service, full-service and luxury hotels) to draw an overall landscape of the lodging industry on symbolic attributes. Design/methodology/approach An online survey was conducted to assess the brand personality of eight popular hotel brands competing in the US market (two brands for each price category) by using Aaker’s (1997) brand personality scale. The categorical difference in brand personality was compared at both of the dimensional and individual trait level. Findings This study draws a picture of brand personality for four prevailing hotel categories in the US market. It suggests exciting luxury hotels, sincere select-service hotels and rugged limited-service hotels, but no distinctive personality for full-service hotels. This study positions the pros and cons of each hotel category. For instance, it shows at the dimensional level, full-service hotels advance select-service hotels in excitement but fall behind in sincerity. At the individual trait level, full-service hotels strike customers as contemporary, up-to-date and good-looking, but disappoint customers on the features like honest and wholesome. Practical implications This study informs hotel brand companies and hotel investors with the pros and cons of each hotel category to assist them to improve their marketing or investment strategies. Originality/value Although brand personality has been often used to assess hotel brand’s difference, it has been rarely used to capture the categorical difference. This study adds new insights to hotel banding practice by comparing different categories on symbolic attributes.
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Aprilla, Ingga Widi, and Sholihati Amalia. "Peran Kualitas Pelayanan Terhadap Loyalitas Pelanggan Jasa Transportasi Online." Jurnal Riset Bisnis dan Investasi 5, no. 1 (April 6, 2019): 1. http://dx.doi.org/10.35697/jrbi.v5i1.1611.
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Service quality is a form of activity undertaken by a company that aims to meet the wants and needs of customers by providing good service. Customer loyalty is a consumer's assessment of the quality of the product or service it receives based on existing expectations in the mind. Loyal customers will always tend to only one brand even though there are many similar brands. Sample in this study amounted to 135 respondents, is the people of Bandung who have or often use online transportation. The sampling technique using simple random sampling. The purpose of this study is to find out the influence of service quality on online transportation customer loyalty. The result obtained shows that service quality influence significantly customer loyalty by 24,1%.
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Opoku, Robert Ankomah, Albert Caruana, Leyland Pitt, Pierre Berthon, Asa Wahlstrom, and Deon Nel. "Online Communication of Brand Personality." Journal of General Management 35, no. 1 (September 2009): 47–64. http://dx.doi.org/10.1177/030630700903500105.
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Brand personality has often been considered from the perspective of products, corporate brands or countries, but rarely among service offerings. Moreover, there remains the consideration of how these entities are communicated online. This article explores the brand personality dimensions that business schools communicate and whether they differ in putting across clear and distinctive brand personalities in cyberspace. Three clusters from the Financial Times’ top 100 full-time global MBA programs in 2005 are used to undertake a combination of computerised content and correspondence analyses. The content analysis was structured using Aaker's Rve-dimensional framework whilst the positioning maps were produced by examining the data using correspondence analysis. Results indicate that some schools have clear brand personalities while others fail to communicate their brand personalities in a distinct way. This study also illustrates a powerful, but simple and relatively inexpensive way for organisations and brand researchers to study the brand personalities actually being communicated.
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Pan, Haili. "Consumer Engagement in Online Brand Communities: Community Values, Brand Symbolism and Social Strategies." Interdisciplinary Journal of Information, Knowledge, and Management 15 (2020): 065–90. http://dx.doi.org/10.28945/4536.
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Aim/Purpose: This study examines the kind of community value companies should provide when strengthening the relationship between customers and brands through the establishment of an online brand community, and how this kind of community value promotes customers’ sense of community engagement and willingness to spread brand reputation. The paper also discusses how an enterprise’s brand symbolism affects the relationship between community value and customers’ engagement in online brand community. This study explored the important role of brand symbolism in the establishment of an online brand community. Background: Many companies want to create online brand communities to strengthen their relationships with consumers as well as to provide better service and value to consumers, for example, Huawei’s Huafen community (club.huawei.com), Apple’s support community (support.apple.com/zh-cn), and Samsung’s Galaxy community (samsungmembers.cn). However, these brand communities may have different interests and consumer engagement about the kind of community value to offer to their customers. Methodology: This study uses data collection from questionnaire surveys to design a quantitative research method. An online questionnaire survey of mobile phone users in China was conducted to collect data on social value, cognitive value, brand symbolism, customer community engagement, and brand recommendation. The brands of mobile phone include Apple, Huawei, Samsung, OPPO, VIVO, MI, and Meizu. The researcher purchased a sample service of WJX, an online survey company (www.wjx.cn), and WJX company distributed the questionnaire to research participants. The WJX company randomly selected 240 subjects from their sample database and then sent the questionnaire link to research participants’ mobile phones. Among the 240 research participants, the researcher excluded participants who lacked online brand community experience or had invalid data to qualify for data collection. After the researcher excluded participants who did not qualify for data collection, only 203 qualified questionnaire surveys advanced to the data collection and analysis phase, which was the questionnaire recovery rate of 84.58%. For the model analysis and hypotheses testing, the researcher used statistical software IBM SPSS Statistics and AMOS 21 and Smartpls3. Contribution: This study deepens the body of literature knowledge by combining online brand community value and brand symbolic value to explore issues that companies should consider when establishing an online brand community for their products and services. This study confirms that brands with high symbolic value establish communities and strengthen social values in the online brand community rather than reducing brand symbolism. Online brand community involves a horizontal interaction (peer interaction) among peers, which can have an effect on the symbolic value of brand (social distance). Findings: First, online brand community value (both cognitive and social value) has a positive impact on customer community engagement. Second, customer community engagement has a positive impact on customers’ brand recommend intention. Third, the customer community engagement is a mediator between the online brand community value and the customer brand recommend intention. Most importantly, fourth, the symbolic value of the brand controls the relationship between community value and customer community engagement. For brands with high symbolic value, the community value should emphasize cognitive value rather than social value. For brands with a low symbolic value, the community provides cognitive or social value, which is not affected by the symbolism of the brand. Recommendations for Practitioners: Practitioners can share best practices with the corporate sectors. Brand owners can work with researchers to explore the characteristics of their online brand communities. On this basis, brand owners and researchers can jointly build and manage online brand communities. Recommendation for Researchers: Researchers can explore different perspectives and factors of brand symbolism that involve brand owners when establishing an online brand community to advance consumer engagement, community value, and brand symbolism. Impact on Society: Online brand community is relevant for brand owners to establish brand symbolism, community value, and customer engagement. Readers of this paper can gain an understanding that cognitive and social values are two important drivers of individual participation in online brand communities. The discussion of these two factors can give readers and brand owners the perception to gain more understanding on social and behavior activities in online brand communities. Future Research: Practitioners and researchers could follow-up in the future with a study to provide more understanding and updated research information from different perspectives of research samples and hypotheses on online brand community.
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Carlson, Jamie, Mohammad Rahman, Ranjit Voola, and Natalie De Vries. "Customer engagement behaviours in social media: capturing innovation opportunities." Journal of Services Marketing 32, no. 1 (February 12, 2018): 83–94. http://dx.doi.org/10.1108/jsm-02-2017-0059.
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Purpose Social media brand pages have become instrumental in enabling customers to voluntarily participate in providing feedback/ideas for improvement and collaboration with others that contribute to the innovation effort of brands. However, research on mechanisms which harness these specific customer engagement behaviours (CEB) in branded social media platforms is limited. Based on the stimulus–organism–response paradigm, this study investigates how specific online-service design characteristics in social media brand pages induce customer-perceived value perceptions, which in turn, stimulate feedback and collaboration intentions with customers. Design/methodology/approach Data collected from 654 US consumers of brand pages on Facebook were used to empirically test the proposed framework via structural equation modelling. Findings The theoretical framework found support for most hypothesized relationships showing how online-service design characteristics induce an identified set of customer value perceptions that influence customer feedback and collaboration intentions. Research limitations/implications The sample is restricted to customer evaluations of brand pages on Facebook in the USA. Practitioners are advised to maximize online-service design characteristics of content quality, brand page interactivity, sociability and customer contact quality as stimulants that induce brand learning value, entitativity value and hedonic value. This then translates to customer feedback and collaboration intentions towards the brand page. Originality/value The findings have important implications for the design and optimization of online services in the customer engagement-innovation interface to harness CEBs for innovation performance.
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Wijayanti, Nadia Sasmita. "Peran E-Servqual Dalam Customer Engagement." EFISIENSI - KAJIAN ILMU ADMINISTRASI 15, no. 1 (April 17, 2019): 36–42. http://dx.doi.org/10.21831/efisiensi.v15i1.24484.
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Sejumlah brand sukses menempatkan diri di hati konsumen, namun banyak pula yang gagal. Keberhasilan brand memikat hati customer berarti sukses menjalin hubungan dengan customer. Perlu cara dan startegi yang tepat agar brand mampu memikat kosumen dan keluar sebagai market leader. Dalam menjalankan bisnis dan memberikan pelayanan konsumen perlu memperhatikan keinginan konsumen. Di era serba modern dan informasi tanpa batas, bermunculan marketplace dan perusahaan eksponensial, menyebabkan keinginan konsumen untuk dilayani serba cepat dan ringkas. Kualitas jasa layanan online yang maksimal akan menciptakan customer loyalty yang berujung pada customer engagement. Kata kunci: E-servqual, Kualitas layanan jasa online, customer loyalty, customer engagement. Abstract: The Role of E-Servqual in Customer Engagement. A number of brands successfully place themselves in the hearts of consumers, but many also fail. The success of the brand captivates the customer means successful relationship with the customer. Need the right way and strategy so that the brand can attract consumers and come out as the market leader. In running a business and providing customer service, it is necessary to pay attention to consumer desires. In the modern era and unlimited information, emerging marketplaces and exponential companies, cause consumers to be served quickly and concisely. The maximum quality of online services will create customer loyalty which leads to customer engagement. Kata kunci: E-servqual, Online Service Quality, customer loyalty, customer engagement.
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Prof. Saravanan K and Pooja Shri K. "Artificial Intelligence – A Revolutionizing Factor in E-Commerce." International Journal for Modern Trends in Science and Technology 06, no. 9S (October 12, 2020): 14–19. http://dx.doi.org/10.46501/ijmtst0609s03.
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The future of industries is currently more dependent upon its presence on online platforms. This online presence not only visualizes, promotes, or advertises your brand but also helps in gaining huge customers. Also, customers are now gradually turning their interests towards online shopping which are easier, time-saving, and more personalized compared to the conventional practice of visiting physical stores. So one of the most popularizing and crucial tools used by e-commerce brands to attract people is through their artificial intelligence services. AI is constantly changing and updating the world of e-commerce in terms of its customer service and experience. Effective utilization of AI can aid in identifying concealed insights, trend forecasting, and beneficial financial decision making. AI has influenced the traditional way of replenishment and merchandising by simply using data analytics to indicate which product has to be replenished and which has to be discounted. According to a recent report of "Business Insider" predicts that about 85% of the customer services will be handled by AI-powered bots which can immediately respond to calls, chats, and emails with almost no human intervention. This paper encompasses the various AI tools empowered by the e-retail brands to attract their customers, the various ways by which AI influences both the retailer and the customer, and successful e-retail brands that employed AI for their advancement. In addition to this, the paper discusses how AI is going to dominate the e-commerce venture in the near future.
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Krom, Ipek. "Global Online Entrepreneurship and the Impact of Innovation on Brands." EMAJ: Emerging Markets Journal 5, no. 2 (November 12, 2015): 90–101. http://dx.doi.org/10.5195/emaj.2015.90.
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AbstractThe purpose of this paper is to evaluate the significance of innovation driven online entrepreneurship as well as the impact of innovation on brand trust, customer satisfaction and brand loyalty in the extent of service innovations.Global online entrepreneurship was explored on a theoretical basis and correlation and regression analyses were used in order to evaluate the impact of the innovations of Google on brand trust, customer satisfaction and brand loyalty. Furthermore correlation and regression analyses were used in order to find out the relationship between brand loyalty and brand trust and the relationship between brand loyalty and customer relationship in the extent of service industry. The results show a direct and positive relationship between innovation and brand loyalty, a direct and positive relationship between innovation and brand trust and a direct and positive relationship between innovation and customer satisfaction. Furthermore, according to the research findings brand trust and customer satisfaction have a direct and positive relationship with brand loyalty. This research is limited to Google users since it is the most popular search engine worldwide. In this article the impact of innovation on brand trust, customer satisfaction and brand loyalty was evaluated. For future research the impact of innovation on other variables of brand loyalty can be studied.The findings of this study inform the readers about the impact of brand trust, customer satisfaction and brand loyalty on innovation in the extent of service innovations driven by global online entrepreneurship.
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Su, Yiran, and Thilo Kunkel. "Beyond brand fit." Journal of Service Management 30, no. 2 (June 3, 2019): 252–75. http://dx.doi.org/10.1108/josm-02-2018-0052.
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Purpose The purpose of this paper is to examine the underlying mechanism of the spillover effect from a service brand alliance to its parent brand at the post-consumption stage. Design/methodology/approach Online surveys were used to collect both qualitative and quantitative data from participants of an actual event. Conceptual models were developed and tested on two cross-sectional samples using structural equation modeling. Findings Results demonstrate perceived brand contribution and consumer involvement mediate the relationship between the service brand alliance experience and the evaluation of its parent brand at the post-consumption stage. While perceived brand fit had an indirect effect on the parent brand, the spillover was mostly driven by service alliance experience and perceived brand contribution. Practical implications Findings indicate brand managers should focus on consumers’ brand experience of the service brand alliance to drive spillover evaluations to the parent brand, and organizations could extend brand alliances to services with low category fit to the parent brand if consumers are to have a good experience with the service brand alliance. Originality/value This research extends findings on brand alliance research that was based on hypothetical brands and indicated that the spillover effect from a brand alliance to the parent brand is influenced by perceived brand fit. The findings highlight the importance of consumer experiences in driving the spillover effect at the post-consumption stage, where consumers evaluate brand relationships from a value-added perspective that goes beyond the service category fit.
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Kang, Juhee, Liang (Rebecca) Tang, and Ann Marie Fiore. "Restaurant brand pages on Facebook." International Journal of Contemporary Hospitality Management 27, no. 7 (October 12, 2015): 1662–84. http://dx.doi.org/10.1108/ijchm-02-2014-0075.
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Purpose – The purpose of this paper is to investigate the impact of members’ active participation in customer–brand relationships, considering brand trust and brand commitment in an online community context. It also investigates the moderating effect of monetary sales promotions in building and maintaining customer–brand relationships. Design/methodology/approach – This study is based on an online survey sent to Facebook users who have been engaging with restaurants’ brand pages on Facebook. The empirical data analysis was conducted using structural equation modeling. Findings – Results revealed that members who actively participated in activities on restaurant, Facebook fan pages were likely to feel that the brands were trustworthy and developed commitment toward the brands. The moderating effect of monetary sales promotions between active participation and brand trust was supported. In particular, active participation was more likely to generate brand trust for members who had less interest in monetary sales promotions on restaurant Facebook fan pages. Practical implications – This study provides practical implications for restaurant marketers on the applications of Facebook as a branding tool. Marketers are advised to identify active members who can contribute to the maintenance of the community by encouraging active communication and engaging in marketing activities. As active participants are critical to the success of a restaurant Facebook page, marketers are encouraged to develop marketing strategies that can generate members’ interest and increase participation in a marketing campaign. Originality/value – Although Facebook has been widely used to improve customer–brand relationships in the food service industry, research on the effect of an online community scares. The study proposes a conceptual model to examine the role of active participation in customer–brand relationships and the role of monetary promotions in enhancing customer–brand relationships. Management and marketing strategies for practitioners in the food service industry are suggested.
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Francesconi, Alberto, and Claudia Dossena. "IS and Organization for Online Corporate Reputation Management." International Journal of E-Services and Mobile Applications 4, no. 2 (April 2012): 1–18. http://dx.doi.org/10.4018/jesma.2012040101.
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According to the Resource Based View, corporate reputation is seen as a core resource and a major factor in gaining competitive advantage. Thanks to the development of Web-based technologies, stakeholders can easily spread their own perspective about an organization, its products, services, brands, members, and so forth, affecting its corporate reputation. This work examines the Web side of corporate reputation conceptualized as ‘online corporate reputation’ and the exploitation of IT (Online Reputation Management Systems) to support the related management practices. Based on the experience developed by an Italian leading e-service provider, the authors highlight a promising field of practice and research from IS management and organizational perspectives.
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Hamilton, Mitchell, Velitchka D. Kaltcheva, and Andrew J. Rohm. "Hashtags and handshakes: consumer motives and platform use in brand-consumer interactions." Journal of Consumer Marketing 33, no. 2 (March 21, 2016): 135–44. http://dx.doi.org/10.1108/jcm-04-2015-1398.
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Purpose – The current increase in social media activity related to brand–consumer interactions is progressively influencing the manner in which brands and their customers communicate. Whereas this attention to social media is warranted, researchers and brand managers must also recognize that consumers connect and engage with brands across other communication platforms as well. Accordingly, this study aims to examine brand–consumer interactions taking place across social, online and physical platforms, as well as consumer motives for initiating these brand interactions across various platforms. Design/methodology/approach – A mixed-method approach integrating quantitative and qualitative data was used. We administered a written diary to 102 individuals over a two-month period, in which study participants recorded their motivations and platform use in their interactions with a brand. We evaluated latent-class mixture models for complex data and multi-level latent-class mixture models to identify classes of interactions based on participants’ motivations and platform use as well as customer segments based on the identified motives-by-platform classes. Findings – The findings reveal ten categories of motives for interacting with brands, including promotions and incentives, timely information, product information, engagement, browsing, purchase, customer service, branded content, entertainment, and personalization/exclusivity. Furthermore, six motives-by-platform interaction classes are identified. The findings suggest three consumer segments differentiated by their motives-by-platform profiles. Research limitations/implications – This study adds to past research investigating the motives behind brand–consumer interactions in social media by investigating both social media and non-social media-related interactions, and offering a typology of interaction profiles that considers interaction motives and platform preferences. Practical implications – This study illustrates that consumers are driven to interact with brands based upon the ten motive categories. These motives, in turn, are associated with different platform uses. Thus, it is important for brands to adopt ambidexterity across multiple communication platforms. Originality/value – This research adds to the understanding of brand–consumer interactions conducted on online and offline communication platforms.
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Raimondo, Maria Antonietta, Maria Vernuccio, and Gaetano “Nino” Miceli. "The effects of native advertising on consumer responses. Some experimental evidences on the interaction between content type and brand awareness." MERCATI & COMPETITIVITÀ, no. 3 (September 2019): 149–68. http://dx.doi.org/10.3280/mc3-2019oa8505.
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Native advertising is rapidly establishing itself in the field of online marketing communication strategies. This paper aims at analyzing consumer responses to native ads varying upon the concreteness versus abstractness of content under specific brand awareness conditions. The conceptual model proposes that brand awareness moderates the relationships between the type of content (concrete vs. abstract) andconsumers evaluations of and dispositions toward native ad, product/service and brand. The results of an experimental study provide empirical support to the idea that consumer responses to concrete vs. abstract native content change for wellknown and less known brands and suggest implications for theory and practice.
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Suwandee, Sasithorn, Jiraporn Surachartkumtonkun, and Aurathai Lertwannawit. "EWOM firestorm: young consumers and online community." Young Consumers 21, no. 1 (September 20, 2019): 1–15. http://dx.doi.org/10.1108/yc-03-2019-0982.
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Purpose This study aims to examine the influence of homophily in an online community and the effect of electronic word of mouth (eWOM) consensus on young consumers’ attitudes. Design/methodology/approach This study implemented an experimental research design using a two (low/high homophily) × two (low/high eWOM consensus) mixed factorial design. This study explores young consumers’ changes in brand attitude after encountering negative eWOM. Findings The results indicate that a high consensus of negative eWOM among online community members leads to significant changes in attitude, while a low consensus of negative eWOM does not produce such an effect. Negative eWOM from either high or low homophilous sources produces significant changes in attitude. There are significant attitude changes when a strong consensus of negative eWOM is received from a source with a high level of homophily. Research limitations/implications Service failures in offline service settings lead to the dissemination of negative eWOM on social media. To handle and prevent social media crises, researchers should understand online crises antecedents relating to information characteristics i.e. eWOM consensus and characteristics of online community members to evaluate the crises impact. Brands should monitor tone and dialogue of online community member on social media to remedy and diminish any damage done to their brand image from negative eWOM. Originality/value This study contributes to the application of social network theory by understanding the role of nodes on negative eWOM effect in social media.
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Kim, Jung-Hwan. "Imperative challenge for luxury brands." International Journal of Retail & Distribution Management 47, no. 2 (April 16, 2019): 220–44. http://dx.doi.org/10.1108/ijrdm-06-2017-0128.
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Purpose The purpose of this paper is to examine whether any differences exist between high- and low/middle-income Generation Y luxury consumers in terms of their service quality perceptions on luxury fashion brands’ own official e-commerce sites. Design/methodology/approach This study focused on actual luxury consumers who purchased luxury fashion items from luxury fashion brands’ e-commerce sites. An online survey asked participants to evaluate their perceptions of e-service attributes available on luxury fashion brands’ own official e-commerce sites based on their experience with the site. A total of 123 usable respondents obtained. Findings Of the nine e-service quality dimensions identified, efficiency and web appearance were significant dimensions affecting high-income Generation Y luxury fashion consumers’ overall e-satisfaction. For low/middle-income Generation Y luxury fashion consumers, order/delivery management, personalization and trust were crucial factors that affected overall e-satisfaction. Originality/value Despite the growth of luxury e-commerce sales and the increasing interest in luxury consumption by consumers from a variety of demographic groups, little research has focused on how luxury consumers perceive luxury brands’ own official e-commerce site and how luxury fashion brands develop their own e-commerce sites to meet demographically dissimilar customers’ necessities. The findings of the study provide valuable practical implications to luxury fashion brands by proving that luxury consumers are unalike and that their perceptions on e-service quality are dissimilar based on different income levels.
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Hemsley-Brown, Jane, and Ibrahim Alnawas. "Service quality and brand loyalty." International Journal of Contemporary Hospitality Management 28, no. 12 (December 12, 2016): 2771–94. http://dx.doi.org/10.1108/ijchm-09-2015-0466.
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Purpose The purpose of this study is three-fold: first, to examine the extent to which service quality (SQ) affects the three components of emotional brand attachment (EBA) (brand passion, brand affection and self-brand connection); second, to investigate the extent to which these three components influence brand loyalty; and third, to test the mediation effect of the components of EBA on the SQ–loyalty relationship. Design/methodology/approach Survey data were collected from 355 respondents using an online panel in the UK. Smart PLS2.0 was used to analyze the data. Findings Three key findings emerge: first, compared to staff behavior, physical environment tends to have a stronger and more significant effect on the three elements of EBA. Second, brand passion and self-brand connection fully mediate the SQ–loyalty relationship, whereas brand affection partially mediates the same relationship. Finally, the SQ–EBA–loyalty relationship is significantly stronger for repeat visitors compared to first-time visitors. Practical implications Hotel brands need to design their facilities and décor and develop guest experiences based on symbolic values and deep emotional aspects. Offering employees customer care training and adopting a consumer-centric, relational, storytelling approach are particularly important to inspire and captivate hotels’ customers and to build and shape profound and enduring affective ties between the hotel brand and its customers. Originality/value The findings offer new insights through examining the symbolic consumption and emotional aspects of a guest’s hotel experience as mediators to the SQ–loyalty relationship. The findings also add to the growing body of knowledge of the antecedents of EBA through identifying physical environment and staff behavior as key determinants of EBA.
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Zhang, Tingting, Anil Bilgihan, Jay Kandampully, and Can Lu. "Building stronger hospitality brands through online communities." Journal of Hospitality and Tourism Technology 9, no. 2 (June 11, 2018): 158–71. http://dx.doi.org/10.1108/jhtt-04-2017-0032.
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Purpose Companies increasingly rely on online communities for social customer support, to develop and nurture relationships with customers, and to generate product and service development ideas. As yet, few studies have established the relationship between online communities and branding strategies. Therefore, the impact of online communities on branding requires investigation. The purpose of this paper is to examine the factors that influence brand relationships developed through online communities. Design/methodology/approach A theoretical model was developed based on marketing literature and tested using structural equation modeling with a sample size of 253 respondents. Findings Findings present the underlying reasons why and how online communities build stronger brand relationships with consumers. Online communities have been found to cultivate consumers’ sense of collectiveness with shared values conveyed through brand engagement; enhance consumers’ trust, leading to the establishment of a trustworthy image of the brand; and increase enjoyment and enrich consumers’ experience with the brand through participation and engagement. Originality/value This study provides insights to understand the direct relationship between online communities and brand performance. The findings of the study provide practical implications for brand relationship management and online community design. 研究目的 公司越来越依靠网上社区来提供社交式的消费者服务支持, 以建立和巩固与消费者的关系, 并且以获得产品、服务研发的新想法。至今为止, 很少的著作致力于研究网上社区与品牌战略的关系。因此, 网上社区对于品牌扩展的影响作用值得研究。本论文的研究目的即是研究通过网上社区建立起来的消费者品牌关系的诸多因素。. 研究设计/方法/途径 本论文的理论模型是以营销理论为基础而建立的。本论文采用结构方程模型, 253份样本数据, 来验证建立的理论模型。. 研究结果 各种通过网上社区建立更强消费者品牌关系的因素得以分析和整理。网上社区能够通过使消费者与品牌更贴近的各种活动, 以培养消费者对于品牌的认知和集体意识, 从而使消费者与品牌有一致的价值认知。此外, 网上社区还能增强消费者对于品牌的信任, 增强了消费者与品牌互动过程的愉悦感和体验感。. 研究原创性/价值 本论文对于网上社区和品牌表现之间的直接关系进行梳理和研究。其研究结果对于品牌关系管理和网上社区设计等方面有着很深的实际启示作用。.
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Grigoreva, Ekaterina Anatolevna, Liliya Fuatovna Garifova, and Elvira Anasovna Polovkina. "Consumer Behavior in the Information Economy: Generation Z." International Journal of Financial Research 12, no. 2 (January 11, 2021): 164. http://dx.doi.org/10.5430/ijfr.v12n2p164.
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The article examines the features of consumer behavior of Generation Z, the largest consumer group in the world today. The authors highlight the ability and willingness to purchase goods and services online as the main trends in changing consumer behavior, while the main means of getting information, choosing a product (service), and paying for a purchase today are smartphones and tablets actively used by representatives of Generation Z. Generation Z has been determined to be digital consumers boldly shopping online. They stay online most of their time (working online, studying online, social media from 3 to 6 hours a day, watching movies and entertainment content online, etc.) and before purchasing anything, Generation Z expects to access to and evaluate information, reads reviews, and conducts its research. Generation Z looks forward to co-creation with brands, participation in teams, and collaboration with managers; it expects innovation from their employers, leaders, and brands. Due to this digital literate consumption, it makes highly informed, more pragmatic, and analytical decisions than representatives of previous generations. The article also shows that social networks are becoming the main channel for delivering advertising information to a young audience with a focus on visual content (video, infographics) and the shortest formats possible: Generation Z consumes information fragmentarily, as they use several devices simultaneously.
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Suryawardani, Bethani, and Astri Wulandari. "Determinant Factors of Customers Switching Behavior to Customer Satisfaction and Loyalty in Online Transportation Users in Bandung." Jurnal Dinamika Manajemen 11, no. 1 (March 19, 2020): 12–26. http://dx.doi.org/10.15294/jdm.v11i1.21432.
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This study was aimed to find out which factors that become the most influence on customers switching behavior for online transportation and how the impact on their satisfaction and loyalty for future consumption. Transportation service is one of the service industry sectors that play a strategic role in human life. The intense competition in the online transportation industry and the various choice of brands in the market make the consumers easy to switch from their current product to other brand products. The research method used in this study was a quantitative method, with Structural Equation Modeling (SEM) analysis technique using SMART PLS 2.0 software. The sampling method used was accidental sampling with 400 respondents. The results of the study showed that the contribution of price, promotion and e-service quality simultaneously influenced on which directly affected customer satisfaction was 64.9%. Whereas, the results of the study also showed the contribution of price, promotion, e-service quality and customer satisfaction simultaneously influenced on which directly affected customer loyalty was 48.3%. E-service quality has the biggest impact on customer satisfaction by 30.69%; meanwhile, promotion has the biggest impact on loyalty by 3.17%.
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Ndem, Ekpedeme, Arit Udoh, Olajide Awofisayo, and Enitome Bafor. "Consumer and Community Pharmacists’ Perceptions of Online Pharmacy Services in Uyo Metropolis, Nigeria." INNOVATIONS in pharmacy 10, no. 3 (October 3, 2019): 18. http://dx.doi.org/10.24926/iip.v10i3.1774.
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Background: Online pharmacies benefit consumer healthcare experience through affording convenience, efficiency, greater confidentiality, and improved access to medicines. There are several online pharmacies in Nigeria, however, studies about their use as well as consumer and pharmacists’ perceptions of the service are lacking.
Objective: This study aimed to evaluate community pharmacists’ and consumer perceptions of online pharmacy services (OPS) in Uyo metropolis, Nigeria.
Method: This was a cross-sectional survey involving community pharmacists and consumers. The survey instrument was a structured, self-administered questionnaire. Survey data was analysed descriptively using frequencies and percentages while X2 was used to evaluate association between variables.
Results: In total, 60 community pharmacists and 500 consumers replied to the survey. Although the majority (>85%) of the survey respondents reported frequent internet use, only about a third (28%) of the consumers and 57% of the pharmacists were aware of the availability of online pharmacy services in Nigeria. In general, majority of the consumers were positive about using online pharmacies with approximately two thirds (67%) indicating that they would consider purchasing medicines from the service in future. Also, 83% of the consumers indicated that access to online drug information and medicine advice via the service will be valuable. There was a significant (P<0.05) association between consumers’ online shopping behaviour and their likelihood to use the service. Also, majority (92%) of the community pharmacists in this survey agreed that online pharmacies promote pharmaceutical care and this perceived need was associated with their likelihood to provide the service in future (p=0.002). Consumer concerns about the service included the risk of substandard and counterfeit medicines, internet security, unavailability of prescribed brands, chances of ordering wrong medicines and uncertainty about timely delivery.
Conclusion: Overall awareness of the availability of online pharmacy services in Nigeria is limited in the survey population despite reported frequent internet use in this cohort. Generally, our findings suggest the potential for future uptake of online pharmacy services and highlight the need for a standardised approach to service provision as well as a regulatory framework to improve consumer confidence and alleviate the concerns raised.
Article Type: Original Research
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Tarnovskaya, Veronika. "Reinventing Personal Branding Building a Personal Brand through Content on YouTube." JOURNAL OF INTERNATIONAL BUSINESS RESEARCH AND MARKETING 3, no. 1 (2017): 29–35. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.31.3005.
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The study explores the phenomenon of personal branding on social media and in particular, examines how YouTubers create their personal brands online. The explorative and inductive approach has involved qualitative content analysis of a total of 72 videos produced by four successful YouTubers during several years of their social media presence. The findings reveal three major stages of the personal branding process, which are not sequential, but rather, were found to run in parallel over time: loyalty to personal brand profile, promotion of multiple social media accounts and addressing the audience and encouraging co-creation. The personal brand content is found to comprise such elements as the personality of the YouTuber, typical topics, the tone of voice, environment (setting) as well as product brands. Among its key features are clarity, consistency, and authenticity, resembling those of a product/service brand. The study proves the applicability of classical principles of product branding and typology of consumer-brand relationships as well as brand meaning co-creation to the personal branding phenomenon, while at the same time highlighting the complex nature of this phenomenon as being “born global”, purposeful and highly interactive. Thus, personal branding might be seen as a re-invention of the traditional branding but on a completely different level of interaction and visibility. Among managerial recommendations is the need for managers to closely monitor and analyze what is being said about their brands by the famous personalities on-line as these individuals are capable to influence the consumers’ perceptions about brands and companies.
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Zimand Sheiner, Dorit, and Tamar Lahav. "Managing marketing communications." Qualitative Market Research: An International Journal 23, no. 3 (January 13, 2020): 363–79. http://dx.doi.org/10.1108/qmr-12-2017-0177.
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Purpose This study aims to focus on customer-initiated contact (CIC) discourse on Facebook brand pages. It concentrates on how brands manage CIC on Facebook when customers are more concerned with brand communications than product-related issues, price or distribution. A research framework from the perspective of consumer-initiated touch-point communication model is proposed. Design/methodology/approach Two case studies of Israeli TV ads are examined. Discourse between customers and brands on the Facebook pages of the latter are analyzed. Research was conducted in three phases: data collection, quantitative content analysis and thematic analysis. Findings It was demonstrated that customers use Facebook as a discourse platform for TV commercial brand advertising. However, brands are not always prepared to engage in online CIC involving advertising issues. The reply rate is moderate and the reply manner is not consistent, tending to be characterized as “official and dismissive.” Research limitations/implications Data collection used a sample of two case studies. However, they generated rich findings, enough to support the purpose of the study. Originality/value This paper expands the contemporary CIC point of view and adds an integrated marketing communications (IMC) perspective. It extends the perception of CIC from product-level customer service to brand-level discourse. Finally, it fills the research gap by using a research tool based on consumer-initiated touch-point communication model. Theoretical and practical implications are presented.
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Sa Vinhas, Alberto, and Douglas Bowman. "Online/offline information search patterns and outcomes for services." Journal of Services Marketing 33, no. 7 (December 12, 2019): 753–70. http://dx.doi.org/10.1108/jsm-07-2017-0222.
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Purpose This study aims to determine the antecedents and consequences of information source choice to support a purchase decision for services high in experience attributes. Design/methodology/approach The authors conduct two studies to test their propositions. Study 1 is a single-category application using data from a national survey of 974 consumers who recently made a hotel-stay purchase/reservation. Correspondence analysis was used to identify search patterns, and regression analysis was used to identify their antecedents and influence on search outcomes. Study 2 is a cross-category study using data from a survey of 422 MTurk respondents reporting on search processes across six different services contexts, including hotel reservations. In this study, the authors seek generalization of their results to other services categories. Findings The authors identify four dimensions that characterize what information sources consumers, on average, use together when purchasing services. It is found that loyalty program membership and consistency in service delivery across a brand’s outlets for the brands in a consumer’s evoked set are important determinants of search patterns. Search patterns partially mediate the impact of consumer characteristics, choice context and choice set characteristics on search effort and, ultimately, on price paid. Practical implications An understanding of the factors that are associated with consumers’ choices of information sources and whether these choices are systematically related to search outcomes has implications for market segmentation and for marketers’ initiatives with respect to what information content to emphasize across sources. Originality/value The contribution is an understanding of the antecedents and consequences of consumer search patterns – and what information sources consumers tend to use together, considering the diversity of both internet and non-internet sources. There are limited insights in the services literature regarding how the internet impacts information search processes.
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Singhvi, Vishu, and Prateek Srivastava. "Evaluation of Consumer Reviews for adidas Sports Brands Using Data Mining Tools and Twitter APIs." International Journal of Service Science, Management, Engineering, and Technology 12, no. 6 (November 2021): 89–104. http://dx.doi.org/10.4018/ijssmet.2021110106.
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The sportswear industry has become prominent, popular, and a very obvious category among various age groups in India. Big sports brands like adidas, seeing the Indian market potential, have extended their businesses across the country. To increase sales, online purchase has become one the most effective, easy, cheap, and quickest solution for the end customers as it provides the end consumers a variety of products, their designs, and color combinations on clicks. A large number of consumers express what exactly the end customer thinks about a particular product's preference level of brand, quality of service, quality of product, or stylish nature of the product. The current study does an evaluation of such online comments and reviews giving their feedback on their public Twitter accounts, flipkart.com, or amazon.in about an adidas sports brand in India. The research also provides a basic flow of Java program in the form of an algorithm that is used to collect the dataset from Twitter, process it, and export it into an Excel sheet for further investigation.
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Smith, Alan D. "Exploring the Inherent Growth of e-Tailing via e-Personalization and Technological Innovations." International Journal of Innovation in the Digital Economy 8, no. 1 (January 2017): 19–46. http://dx.doi.org/10.4018/ijide.2017010102.
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It is the hope of essentially all e-tailers to deliver personalized and real-time communications to customers that are tailored to their interests, preferences, based on big data mining that customers will value over privacy concerns. The technology (e.g., interaction data from segmentation marketing, transactions data, and sophisticated analytics) should optimize the customer's journey through the array of brands via unique identifiers from customer's profiles that provide enrichment, not just enlargement, of each brand's value proposition. These interactions can vary from simple transactional e-mails to conversations with product experts and recommended selections based on previous purchases from a variety of websites. Through appropriate multivariate analyses and data-reduction techniques, the basic elements e-personalization, namely online purchasing behaviors, personalized communications, information retrieval services, degree of personal web presence, quality assurance of customer service, and the promotion of customization services, were found to be conceptually and statistically related to retailer benefits of e-personalization (e.g., increased buying and creates customer loyalty).
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Jiménez, David López. "WEBSITE PROMOTION AND PROTECTION OF INTELLECTUAL PROPERTY." Law, State and Telecommunications Review 11, no. 2 (September 2, 2019): 1–20. http://dx.doi.org/10.26512/lstr.v11i2.27016.
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Purpose – The aim of this article is to analyse actions to promote websites that can violate intellectual property rights, in other words, copyright and the rights of online commercial brands.
Methodology/approach/design – An analysis of Spanish legislation on intellectual property rights.
Findings – Service providers that advertise on Internet deploy increasingly aggressive advertising formats which, on occasions, violate intellectual property rights. Spanish law on brands and unfair competition provides effective tools to sanction the various types of infraction that occur on Internet. This legislation could also be supported by industry self-regulation.
Practical implications – The analysis in this article can be of considerable use to all actors who operate in this setting (society, and the public and private sectors).
Originality/value – This article analyses the infractions that occur in advertising in relation to meta-labels and online links.
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De Maio, Benedetta. "The Impact of COVID-19 on Consumer Behavior in the Luxury Industry." International Journal of Humanities and Social Sciences 13, no. 1 (June 30, 2021): 16–23. http://dx.doi.org/10.26803/ijhss.13.1.2.
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The following paper is aimed at understanding how the COVID-19 pandemic has changed consumers’ attitude towards consumption of luxury and discretionary goods, what are the consequences of these disruptions, and what strategies brand can employ in order to survive in a post-pandemic future. This situation served as a catalyst to accelerate some of the True Luxury Consumer trends that were beginning to gain popularity in the past few years, such as the prioritization of experiences over physical items, resulting in a tendency towards minimalism; the increased interest in sustainability, ethics, and the Corporate Social Responsibility commitments of brands; the enhanced use of online distribution channels, and the consequential need for a seamless omnichannel strategy which could effortlessly and efficiently replicate the offline, in-store experience on digital platforms; and, finally, the emergence of new ways to experience luxury goods which prioritize accessibility over ownership, such as the second-hand market for luxury as well as luxury rental services, like Rent The Runway. The pandemic has highlighted a series of issues in society, healthcare, and businesses; the consequences of these issues have been tragic, but also eye-opening for brands as well as consumers. In the clients’ perspective, big companies hold the responsibility to not only provide a product or a service, but also to be helpful assets to their communities. Brands should live up to these expectations, not just to survive in the “new normal”, but also to genuinely help build a better future once the dust settles.
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Bacile, Todd J. "Digital customer service and customer-to-customer interactions: investigating the effect of online incivility on customer perceived service climate." Journal of Service Management 31, no. 3 (May 4, 2020): 441–64. http://dx.doi.org/10.1108/josm-11-2018-0363.
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PurposeThe domain of digital service not only includes digital service products made available for purchase but also the provision of digital customer service, such as customers seeking support on brands' social media channels. This type of digital customer service introduces new challenges not found in offline service recovery situations. This research highlights one such occurrence by investigating customer-to-customer (C2C) interactions during digital service recovery. In particular, dysfunctional dialog, such as online incivility (e.g. rude and insulting comments), directed at a complainant by a fellow customer is investigated.Design/methodology/approachSurvey data from an online panel are utilized to test the hypothesized relationships between dysfunctional customer behavior (i.e. online incivility), C2C interactional justice, customer perceived service climate and three forms of experiential value using partial least squares structural equation modeling (PLS-SEM).FindingsThe results show that customer perceptions of the firm's service climate are negatively affected by online incivility but only when such incivility produces C2C injustice. This outcome is notable due to the strong relationship found between customer perceived service climate and the following three forms of online experiential value: sociability, hedonic and pragmatic value. Thus, a weakened service climate subsequently leads to weakened experiential value for complainants.Research limitations/implicationsThe theoretical implications of two nascent constructs, C2C interactional justice and customer perceived service climate, are further developed with reference to digital customer service situations. In particular, given that prior research has focused on customer perceptions of service climate in core consumption situations of enjoyable face-to-face service experiences, it has only considered optimal or extremely positive service climate assessments in non-digital contexts. This study expands the understanding of the customer perceived service climate construct by examining the implications of a sub-optimal service climate in a digital customer service situation of an unenjoyable service experience. The limitations include a small sample size, the use of hypothetical scenarios and a failure situation limited to a single industry.Practical implicationsManagers who oversee social media channels or online communities must be prepared to act upon C2C online incivility. Deeming such communications as innocent online chatter not worthy of company intervention is a mistake, as the results of this study show that such inaction may lead to negative customer perceptions of the digital service environment and harm the customer experience.Originality/valueThis work develops a greater understanding of the importance of C2C interactional justice and customer perceived service climate in online customer service situations that prior research has yet to establish. In particular, previous studies have not investigated the negative effects of a situation that produces sub-optimal customer perceptions of a service climate.
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Tsao, Wen-Chin, Ming-Tsang Hsieh, and Tom M. Y. Lin. "Intensifying online loyalty! The power of website quality and the perceived value of consumer/seller relationship." Industrial Management & Data Systems 116, no. 9 (October 17, 2016): 1987–2010. http://dx.doi.org/10.1108/imds-07-2015-0293.
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Purpose Stimulated by trends in group purchasing and online social communities, consumers are changing their shopping behavior and increasingly turning to websites for their shopping needs. The purpose of this paper is to investigate how website quality influences shopping websites to create value for the customer and promote loyalty among customers, as well as moderating effects of online shopping experience. Design/methodology/approach This study collected data from 275 respondents for testing against the proposed research model by means of the partial least squares (PLS) path modeling. ADANCO software was used to assess the reliability and validity of the measurement model, conduct an analysis of the goodness of model fit for the overall model, and test the hypotheses through structural modeling. Findings Empirical results demonstrate that system quality and electronic service quality (e-service quality) have a significant positive effect on the perceived value of consumer/seller relationship; the perceived value of the consumer/seller relationship has a significant positive effect on online loyalty; online shopping experience does not exert a moderating effect on the relationship between website quality and the perceived value of consumer/seller relationship. Originality/value This study applied the PLS path modeling approach using ADANCO variance-based structural equation modeling software to verify that website quality plays an important role in distinguishing a brand from other brands in e-tailing, making it an essential factor of a shopping website’s business success. This study further verified that the amount of previous online shopping experience a consumer has does not interfere with the positive influence that website quality exerts on the perceived value of the consumer/seller relationship. The above indicates that it is imperative for website managers to adopt online shopping experience of consumers as a market segmentation variable so as to enhance website quality, increase the perceived value of consumer-seller relationships, and win consumer loyalty.
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Gómez-Ramírez, Oralia, Kim Thomson, Travis Salway, Devon Haag, Titilola Falasinnu, Troy Grennan, Daniel Grace, and Mark Gilbert. "“Mini Dial-A-Nurses” and “Good Brands“: What Are the Desirable Features of Online HIV/STI Risk Calculators?" AIDS Education and Prevention 32, no. 6 (December 2020): 528–42. http://dx.doi.org/10.1521/aeap.2020.32.6.528.
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A wide variety of risk calculators estimate individuals’ risk for HIV/sexually transmitted infections (STI) online. These tools can help target HIV/STI screening and optimize clinical decision-making. Yet, little evidence exists on suitable features for these tools to be acceptable to end-users. We investigated the desirable characteristics of risk calculators among STI clinic clients and testing service providers. Participants interacted with online HIV/STI risk calculators featuring varied target audiences, completion lengths, and message outputs. Thematic analysis of focus groups identified six qualities that would make risk calculators more appealing for online client use: providing personalized risk assessments based on users’ specific sexual behaviors and HIV/STI-related concerns; incorporating nuanced risk assessment and tailored educational information; supplying quantifiable risk estimates; using non-stigmatizing and inclusive framing; including explanations and next steps; and developing effective and appropriate branding. Incorporating these features in the design of online HIV/STI risk calculators may improve their acceptability among end-users.
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Martino, Florentine, Ruby Brooks, Jennifer Browne, Nicholas Carah, Christina Zorbas, Kirstan Corben, Emma Saleeba, Jane Martin, Anna Peeters, and Kathryn Backholer. "The Nature and Extent of Online Marketing by Big Food and Big Alcohol During the COVID-19 Pandemic in Australia: Content Analysis Study." JMIR Public Health and Surveillance 7, no. 3 (March 12, 2021): e25202. http://dx.doi.org/10.2196/25202.
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Background Emerging evidence demonstrates that obesity is associated with a higher risk of COVID-19 morbidity and mortality. Excessive alcohol consumption and “comfort eating” as coping mechanisms during times of high stress have been shown to further exacerbate mental and physical ill-health. Global examples suggest that unhealthy food and alcohol brands and companies are using the COVID-19 pandemic to further market their products. However, there has been no systematic, in-depth analysis of how “Big Food” and “Big Alcohol” are capitalizing on the COVID-19 pandemic to market their products and brands. Objective We aimed to quantify the extent and nature of online marketing by alcohol and unhealthy food and beverage companies during the COVID-19 pandemic in Australia. Methods We conducted a content analysis of all COVID-19-related social media posts made by leading alcohol and unhealthy food and beverage brands (n=42) and their parent companies (n=12) over a 4-month period (February to May 2020) during the COVID-19 pandemic in Australia. Results Nearly 80% of included brands and all parent companies posted content related to COVID-19 during the 4-month period. Quick service restaurants (QSRs), food and alcohol delivery companies, alcohol brands, and bottle shops were the most active in posting COVID-19-related content. The most common themes for COVID-19-related marketing were isolation activities and community support. Promotion of hygiene and home delivery was also common, particularly for QSRs and alcohol and food delivery companies. Parent companies were more likely to post about corporate social responsibility (CSR) initiatives, such as donations of money and products, and to offer health advice. Conclusions This is the first study to show that Big Food and Big Alcohol are incessantly marketing their products and brands on social media platforms using themes related to COVID-19, such as isolation activities and community support. Parent companies are frequently posting about CSR initiatives, such as donations of money and products, thereby creating a fertile environment to loosen current regulation or resist further industry regulation. “COVID-washing” by large alcohol brands, food and beverage brands, and their parent companies is both common and concerning. The need for comprehensive regulations to restrict unhealthy food and alcohol marketing, as recommended by the World Health Organization, is particularly acute in the COVID-19 context and is urgently required to “build back better” in a post-COVID-19 world.
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Tian, Jenny, and Sophia Wang. "Signaling Service Quality via Website e-CRM Features." Journal of Hospitality & Tourism Research 41, no. 2 (July 27, 2016): 211–45. http://dx.doi.org/10.1177/1096348014525634.
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This article evaluates the electronic customer relationship management (e-CRM) features on hotel websites and examines the effectiveness of e-CRM quality as a signal that conveys information about unobservable hotel service quality. Complementary findings from two studies are presented. In Study 1, the results from lab experiments show that hotel e-CRM quality had positive effects on potential customers’ expectations for service quality, trust in and satisfaction with the hotel website, and intentions to purchase from the website. In Study 2, observational data collected from an influential hotel review website show a positive relationship between a hotel’s basic, proactive, and partnership e-CRM and the hotel’s rank in its region. Both studies found that smaller hotels and hotels with lesser known brands benefited more from better e-CRM. These findings suggest that a well-designed e-CRM system may help less visible hotels to gain advantages in the increasingly competitive online marketplace.
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Shin, Minjung, and Ki-Joon Back. "Effect of Cognitive Engagement on the Development of Brand Love in a Hotel Context." Journal of Hospitality & Tourism Research 44, no. 2 (November 29, 2019): 328–50. http://dx.doi.org/10.1177/1096348019890055.
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With growing number of hotel brands in the market, the lodging industry is facing intense competition more than ever, and managers are realizing the importance of developing strong customer–brand relationship. As a result, the concept of brand love is gaining increased attention in hospitality literature and academics are examining various antecedents of this concept. However, among prior studies’ exploration of its antecedents, the relationship between engagement process and brand love has been relatively neglected. Hence, the present study explores the relationship among customer–brand engagement, cognitive brand loyalty, and brand love. Specifically, this study focuses on the role of cognitive engagement on the development of brand love, as the advent of online environment and social networking service has significantly changed customer’s pre- and post-purchase decision-making process. The conceptual model illustrates that cognitive engagement, which is operationalized as a second-order construct of attention and absorption, has a significant positive effect on brand love directly and indirectly via the mediation of cognitive brand loyalty. Consequently, the findings indicate that “how” customers process brand information (cognitive engagement) is equally important as “what” they process (content, e.g., quality) to evoke cognitive brand loyalty and ultimately brand love among hotel guests.
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Guo, Jin, Shan Shan, Yu Wang, and Yousaf Ali Khan. "Analyzing Chinese Customers’ Switching Intention of Smartphone Brands: Integrating the Push-Pull-Mooring Framework." Discrete Dynamics in Nature and Society 2021 (March 9, 2021): 1–14. http://dx.doi.org/10.1155/2021/6660340.
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With increasing technology advancement, online shopping, and growth of affordable segment, smartphone users’ switching behavior is becoming a concern for smartphone companies. To fill the research gap that persists in relation to the switching behavior of smartphone users from a multidimensional view, this study integrates the push-pull-mooring model to investigate and classify factors that affect the switching behavior of smartphone users. To test the hypotheses in relation to different predictors, data were collected from a survey of 246 users of the top ten smartphone brands in China and analyzed using structural model equation through regression analyses. The results revealed that the pull, push, and mooring factors have a significant impact on the switching behavior of smartphone users. While the pull effects have a stronger impact than push effects, the mooring factors were found to have a significant and strongest effect on smartphone users’ switching behavior. In particular, subjective norm showed the greatest impact on switching behavior, product quality and obsolete features showed significant and weak impact while brand image, switching cost, and poor customer service did not show any significant impact. These findings provide useful implications and insights for smartphone brands to develop competitive strategies for customer relationship management.
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Busser, James A., and Lenna V. Shulga. "Involvement in consumer-generated advertising." International Journal of Contemporary Hospitality Management 31, no. 4 (April 8, 2019): 1763–84. http://dx.doi.org/10.1108/ijchm-10-2017-0685.
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PurposeThe purpose of this paper is to examine consumer involvement with a popular US-based coffee-shop brand consumer-generated advertising (CGA) and its effect on brand loyalty and trust, to test the influence of antecedents: organizational transparency and brand authenticity on CGA involvement, and to analyze differences among customers and non-customers of the brand.Design/methodology/approachGrounded in the service-dominant logic and signaling theory, a scenario-based survey describing a contest to co-create a video commercial, as CGA, for a prominent US-based coffee-shop brand, yielded 492 responses from recent restaurant patrons. Structural equation modeling was used to test the effects of involvement in CGA on loyalty and trust. Multi-group comparison examined the differences between customers and non-customers of the brand.FindingsInvolvement in CGA had positive effects on loyalty and trust for both brand customers and non-customers. Transparency builds perceptions of brand authenticity; both authenticity and transparency significantly and positively affected trust, but only authenticity influenced loyalty. There was a stronger impact of involvement with CGA on loyalty for non-customers than brand customers. Non-customer perceptions of the brand’s authenticity influenced brand trust more significantly than customer perceptions.Practical implicationsCoffee-shop brand marketers should leverage online and physical brand exposure to involve both customers and non-customers in company-driven CGA, as a relationship management and marketing tool. Marketers should enhance transparency, which builds perceptions of brand authenticity, leading to greater CGA involvement.Originality/valueThis study contributes to hospitality research and literature, revealing that non-customers can be converted to brand customers through authenticity and indirect involvement with CGA, leading to long-term relational outcomes. The results identified consumers’ perception of organizational transparency is an antecedent of brand authenticity and established CGA contests as a relational marketing tool for hospitality brands.
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Dens, Nathalie, Patrick De Pelsmacker, and Nathalia Purnawirawan. "“We(b)care”." Journal of Service Management 26, no. 3 (June 15, 2015): 486–515. http://dx.doi.org/10.1108/josm-03-2014-0082.
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Purpose – Consumers often discuss brands and companies online, but no research details how service providers’ responses to online reviews influence other readers’ perceptions of the reviews and responses. Based on justice theory and the accountability principle, both integrated in equity theory, the purpose of this paper is to examine how service providers should react to different degrees of negative reviews to enhance readers’ attitudes, patronage intentions, and intentions to spread positive word of mouth. Design/methodology/approach – A 3 (review set balance: positive, neutral, negative) × 6 (response strategy) full-factorial between-subjects experiment included 973 respondents. Findings – More negative balance demands more effort from the service provider to create positive attitudes and encourage behavioural intentions. If a minority of reviewers are dissatisfied, no response is necessary; if the review set is neutral, the service provider should apologize and promise to resolve the problem; if a majority of reviewers are dissatisfied, the most effective response includes both an apology, promise and compensation. These effects are mediated by readers’ perceived trust in the response. Word of mouth also requires more effort than favourable attitudes or patronage intentions. Research limitations/implications – This research reflects the authors’ choices with regard to review set balance and managerial responses, which ensure internal validity but may limit external validity. Originality/value – This study applies offline service recovery strategies to an online review context. It also explicitly incorporates the bystander (potential customer) perspective.
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Kang, Ju-Young M., and Jieun Kim. "Online customer relationship marketing tactics through social media and perceived customer retention orientation of the green retailer." Journal of Fashion Marketing and Management: An International Journal 21, no. 3 (July 10, 2017): 298–316. http://dx.doi.org/10.1108/jfmm-08-2016-0071.
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Purpose Despite the importance of incorporating social media with customer relationship management (CRM), the implementation of social CRM is still in its initial stages for a majority of green brands. The purpose of this paper is to examine whether consumers’ perception-based factors of the online CRM tactics through social media (i.e. perceived marketer-dominated information quality, perceived interaction quality, and perceived service content quality in social media) offered by the green brand were related to the perceived customer retention orientation (CRO) of the green fashion retailer, which was related to patronage intention towards the green retailer, and the moderating effect of green consciousness on the link between perceived CRO of the green retailer and patronage intention. Design/methodology/approach Data were collected from social media users (n=631) using a consumer panel via an online survey. Structural equation modelling was employed to test the proposed model and research hypotheses. Findings This study found that the perceived CRO of the green retailer was positively related to patronage intention. The perceived marketer-dominated information quality and perceived service content quality in social media were positively related to the perceived CRO of the green retailer. Green consciousness moderated the link between perceived CRO and patronage intention. Originality/value First, this study contributes to the further theoretical understanding of the underlying factors that influence customer perception of the CRO of the green retailer and green patronage intention. Second, on a managerial level, this proposed model provides green retailers with beneficial insights into the development of successful social CRM.
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Heinonen, Kristina. "Positive and negative valence influencing consumer engagement." Journal of Service Theory and Practice 28, no. 2 (March 12, 2018): 147–69. http://dx.doi.org/10.1108/jstp-02-2016-0020.
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Purpose The current service landscape is increasingly dynamic, and consumers’ engagement in market-related behavior is constantly changing. Developments in technology further influence this continuous dynamism. Therefore, it is important to understand the factors that may cause different engagement valence, especially as only some consumers actively engage in online platforms. The purpose of this paper is to characterize factors that positively and negatively influence consumer engagement and suggest theoretical and managerial implications for the different factors that determine consumer engagement. Design/methodology/approach This paper conceptualizes factors that influence consumer engagement based on their characteristics (behavioral, emotional, and cognitive) and the type of influence (positive or negative). The study uses customer-dominant logic of service, which focuses on emancipated customers and idiosyncratic customer logic, rather than on provider-orchestrated customer experiences of brands, firms, or offerings. An abductive research approach is used to qualitatively explore consumer engagement in the context of online interest communities. Findings The study identifies the behavioral, emotional, and cognitive factors that positively and negatively determine consumer engagement in the context of online interest communities. Research limitations/implications Through the focus on customer logic, the study provides a detailed and nuanced view of factors that influence consumer engagement. Future research is needed to explore how this framework can be applied to other online communities and different service contexts. Practical implications The paper provides insights into the presence of an interest area in consumers’ lives. The study indicates how firms may be involved in consumers’ lives and how firms may create successful customer relationships based on consumer engagement. Originality/value This study enhances previous research in four ways: by characterizing factors that determine engagement, paying particular attention to its negatively valenced factors and examining the interplay of the factors that positively and negatively influence engagement, by describing consumers’ connection to the interest area instead of positioning the brand as the link between the consumers and the provider, and by discussing the theoretical and practical challenges associated with understanding and managing consumer engagement.
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Benedict, Jithin, and M. S. Raju. "Mediating Role of Perceived Risk on Relationship Between Perception Towards Online Luxury Shopping and Online Purchase Intention: A Study with Reference to Young Professionals in India." Asian Review of Social Sciences 8, S1 (February 5, 2019): 36–41. http://dx.doi.org/10.51983/arss-2019.8.s1.1497.
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To many people, luxury products were once considered hard to access and a privilege to use. Luxury used to mean a product or service only accessible by a small group of people, a product or service that was scarce (Nueno & Quelceh, 1998). However, luxury products have now become more affordable to more consumers, especially for consumers from the middle class who access more money than ever before (Hauck & Stanforth, 2007). These “newcomers” do not fall into the traditional wealthy income segment; they start purchasing luxury at a younger age compared to their parents (Jay, 2012). In recent times, demand for luxury brands is spurred by digitalization. Digital platform are increasingly used by the retailers to provide ease of shopping and to extend their reachability among the customers. According to Assocham (2018) study the online luxury stores will see an influx of 44 billion dollars in 2019 and by 2020 the study foresees the market to get doubled. The study attempts to understand the relationship between perceptions of young working professionals of India towards personal luxury goods and their purchase intention. Further study delves to understand the mediating role of perceived risk of shopping luxury goods online. Structured questionnaire was framed and respondents of the age group 18 to 35 who has shopped luxury goods online were found out from online shopping sites, social media groups of online shoppers. From the analysis it has been deduced that perceived risk partially mediates the relationship between perception towards online luxury shopping and online purchase intention.
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Syahrul, Alfattory Rheza, Kaksim Kaksim, and Jimi Ronald. "PKM KERAJINAN INU DAN KERUPUK SAGU DASA WISMA MELATI 2 SIBERUT SELATAN KEPULAUAN MENTAWAI." RANGKIANG: Jurnal Pengabdian Pada Masyarakat 1, no. 2 (March 23, 2020): 41–52. http://dx.doi.org/10.22202/rangkiang.2019.v1i2.3821.
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The main issues in this service are related to sales and attractiveness and understanding related to product promotion. As well as the basis for using online applications, e-Commerce implementation requires a fundamental paradigm shift, from the original marketplace that emphasizes physical interaction between sellers and buyers into a market space that relies on electronic transactions. In a traditional marketplace, information, product / service, and payment traffic is physical (location based). In other words, the applicable business model is the geographic business model. Conversely, in a virtual marketplace, product information flow, communication processes between producers and consumers, distribution of goods / services and transactions take place in a virtual / virtual world. The purpose of this service is to improve the production process and the process of selling and utilizing resources in activities and choosing the right marketing channels as well as in the use of media so that the Jasmine 2 group in Batjoja Hamlet is one of the business actors that produce local processed products in Siberut District South. These service methods are outreach, activity assistance, attractive product packaging, online marketing management and activity evaluation. The result of this dedication is that the effort is socialized in this service through social media such as IG, and BUKALAPAK https://www.bukalapak.com/u/craftsinukerupuksagu. Brands and packaging have been designed in such a way and are expected to be increasingly recognized, the Service Team has also provided debriefing to partners in the form of "Smart Packaging" through training and outreach on suitable and appropriate packaging in attracting prospective customers, "standing poch" packaging with seals, which is more flexible and attractive in various sizes. The packaging is ready to be affixed to a complete brand sticker with the label. And many orders have arrived, especially from outside the Mentawai Islands district. Conclusion Melati 2 Group in running a business has the potential to produce value and money. Although the sales of the products produced namely inu craft and sago crackers are getting better locally but the equal distribution of sales and marketing of products is very good and many are interested, but it's just that the potential for promotion must always be done, especially for marketing outside the Island or outside the Regency so that in improving the economic partner groups in particular will increasingly step up. This is also based on information and education held by partner groups in terms of the production process and marketing selection
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Sobande, Francesca. "Spectacularized and Branded Digital (Re)presentations of Black People and Blackness." Television & New Media 22, no. 2 (January 22, 2021): 131–46. http://dx.doi.org/10.1177/1527476420983745.
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Digital racism and the online experiences of Black people have been foregrounded in vital contemporary research, particularly Black scholarship and critical race and digital studies. As digital developments occur rapidly there is a need for work which theorizes recent expressions of digital anti-Blackness, including since increased marketing industry interest in the Black Lives Matter (BLM) movement in 2020. This paper explores digital racism related to online (re)presentations of Black people and associated racist marketplace logics, digital practices, and (re)mediations of Blackness in the service of brands. Focusing on computer-generated imagery (CGI) racialized online influencers, the spectacularization of Black pain and lives, digital marketing approaches, and digital Blackface, this work contextualizes anti-Black digital racism by reflecting on its connection to centuries of white supremacy and often under-investigated racial capitalism. Overall, this work examines the shape-shifting nature of anti-Black digital racism and commercial components of it which are impacted by intersecting oppressions.