Electronic Marketing Minitrack

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Firms continue learning how to more effectively market with new media and related technologies. There are a variety of important issues and questions. For example: What are effective strategies to attract and engage customers, and to increase purchase, satisfaction, retention, and loyalty? How do consumers behave in social networks and social-media related contexts, in online auctions, and in a variety of connected channels? How do they respond to novel forms of advertising or representation of product and store information? Why do they engage, and how do they use, consumer generated content? How are organizations making sense of and leveraging new, or relatively new, forms of consumer data, such as those related to social media and the Internet of Things?

Submitted papers may be quantitative or qualitative, including (and not limited to):

  • Rich descriptive statistics of online customer behavior
  • Tested theories of online behavior
  • Novel models and frameworks on how new technologies impact marketing to customers or organization of the marketing function
  • Detailed case studies of electronic-marketing applications used to generate theories and hypotheses through comparative case analysis or to illustrate novel business practices
  • Design and critical evaluation of novel electronic marketing systems and embedded methods
  • Data collection methods
  • Ethnography

Minitrack Co-Chairs:

Bruce Weinberg (Primary Contact)
University of Massachusetts Amherst
Email: bostongarden@gmail.com

Ajit Kambil
Deloitte LLP
Email: akambil@deloitte.com

Lenita Davis
University of Arkansas at Little Rock
Email: lmdavis@ualr.edu

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Recent Submissions

Now showing 1 - 5 of 10
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    Will They Stay or Will They Go? An Examination of the Factors Influencing User Loyalty towards News Websites
    ( 2017-01-04) Berger, Benedikt ; Geimer, Andre ; Hess, Thomas
    Owing to the increased competition in electronic markets, customer loyalty has become an important success factor in e-business. However, the antecedents of customer loyalty differ between business domains. While the formation of customer loyalty in e-commerce has been studied extensively, little is known about how loyalty towards news websites develops. Integrating findings from uses and gratifications research into DeLone and McLean’s theory on information systems success, we built a quality-value-satisfaction-loyalty chain for news websites. To test our research model, we conducted a survey and applied partial least squares structural equation modeling. The results reveal that loyalty towards news websites depends on both utilitarian and hedonic value perceptions, which, in turn, are influenced by content quality. Our study combines communication, information systems, as well as marketing research theories and has important implications for news website providers.
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    Usage of Social Media Systems in Customer Service Strategies
    ( 2017-01-04) Rossmann, Alexander ; Wilke, Tim ; Stei, Gerald
    This paper examines the efficacy of social media systems in customer complaint handling. The emergence of social media, as a useful complement and (possibly) a viable alternative to the traditional channels of service delivery, motivates this research. The theoretical framework, developed from literature on social media and complaint handling, is tested against data collected from two different channels (hotline and social media) of a German telecommunication services provider, in order to gain insights into channel efficacy in complaint handling. We contribute to the understanding of firm’s technology usage for complaint handling in two ways: (a) by conceptualizing and evaluating complaint handling quality across traditional and social media channels and (b) by comparing the impact of complaint handling quality on key performance outcomes such as customer loyalty, positive word-of-mouth, and cross-purchase intentions across traditional and social media channels.
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    Online Search Behavior in the Air Travel Market: Reconsidering the Consideration Set and Customer Journey Concepts
    ( 2017-01-04) Jacobs, Julia A ; Klein, Stefan ; Holland, Christopher P ; Benning, Maximilian
    The online air travel market is a complex and dynamic multi-channel environment in which consumers use a range of decision criteria to search for their best flight options. Online Travel Agents and Price Comparison Engines have transformed the search process and enhanced market transparency. These Air Travel Intermediaries (ATIs) are sophisticated decision support tools that enable online search and booking across thousands of flight options for all users, regardless of user expertise. An experiment was conducted to explore the detailed search behavior and processes of 29 individuals. A revised model of the customer journey as search funnel and a different operationalization of the consideration set is described that are more realistic representations of actual search behavior
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    Membership Free Shipping Programs: Effect on Competition and Optimality of Member Fees
    ( 2017-01-04) Wen, Zhong ; Lin, Lihui
    Fee-based membership free shipping is an important shipping fee schedule in E-Commerce. This paper studies how the membership free shipping (MFS) program affects firm competition and how to set the membership fee optimally. We find MFS relaxes price competition. The firm that adopts MFS has a higher pricing band than the other firm. Both firms have positive profits, strictly better than when membership free shipping is not a choice. The MFS firm subsidizes subscribers, so the subscribers always have a lower average total cost (price plus shipping fee) per order. The MFS firm could still earn a higher profit than the other firm, although the MFS firm's profit excluding membership fee is lower than that of the other firm. The paper also characterizes how to set the optimal membership fee and shows that an intermediate percentage of subscribers is optimal for the firm that adopts the free shipping program.
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    Impression Effect vs. Click-through Effect: Mechanism Design of Online Advertising
    ( 2017-01-04) Zou, Xiang ; Wu, Ruhai ; Zhong, Weijun
    Search advertising and display advertising are two major online advertising formats. Search advertising emphasizes ads’ click-through effect. Advertisers only pay when users click the link of their ads. Traditional display advertising emphasizes ads’ impression effect. Most display ads are charged based on the number of views on the ads. Considering that most online ads increase brand awareness (impression effect) and directly promote sales (click-through effect), the not-emphasized effect in search advertising or display advertising actually has a significant impact on the market outcome. However, these impacts have been largely ignored. In this paper, we examine various mechanisms in search and display advertising by considering both ads’ impression effect and click-through effect. Interestingly, we show a seesaw relationship between ads’ two effects in search advertising. The advertiser whose advertisement has a strong click-through effect benefits relatively less from its impression effect. In display advertising, the real-time-bidding (RTB) mechanism considers both ads’ impression effect and click-through effect. It allows a publisher to gain more surplus than that through a static auction. However, we show that RTB is associated with a high risk of market failure.