Electronic Marketing
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ItemConsumer Engagement with Brand Posts on Social Media: Current State and Research Agenda( 2020-01-07)Social media has become an integral part of the marketing communication mix and has changed the way that brands and consumers engage with each other. To marketers, consumer engagement with brand posts on social media is crucial because it is essential for creating social contagion effects and positively impacts consumers’ perceptions of brand. However, social media marketers are struggling with approaching the creative brand contents in a way that maximizes consumer engagement. In academia, while some research suggests that marketers can strategically design brand contents that improve consumer engagement, it is not clear what contents work better, for which brand, and in what way. This paper presents a review of previous literature on consumer engagement with brand social media posts. Through the literature review, this paper summarizes the factors that are found to impact consumer engagement with brand social media posts. As such, this paper identifies several research streams which can be pursued.
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ItemWhy Another Customer Channel? Consumers’ Perceived Benefits and Costs of Voice Commerce( 2020-01-07)Owing to rapidly increasing adoption rates of voice assistants (VAs), integrating voice commerce as a new customer channel is among the top objectives of businesses’ current voice initiatives. However, customers are reluctant to use their VAs for shopping; a tendency not explained by extant literature. Therefore, this research aims to understand consumers’ perceived benefits and costs when using voice commerce, based on a theoretical framework derived from prior literature and the theory of reasoned action. We evaluated and extended this framework by analyzing 30 semi-structured interviews with smart speaker users. According to our results voice commerce consumers perceive benefits in terms of efficiency, convenience, and enjoyment, and criticize the perceived costs of limited transparency, lack of trust, lack of control, and low technical maturity. The resulting model sheds light on the promoters and inhibitors of voice commerce and provides guidelines that enable practitioners to design and improve voice commerce applications.
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ItemThe Champion of Images: Understanding the role of images in the decision-making process of online hotel bookings( 2020-01-07)Images are vitally important in interesting consumers and helping them to make decisions. Images of a hotel are particularly important and were used to sell hotels even before the Internet, when travel agencies would often have brochures about hotel properties that they used to entice travelers. On many online travel agency (OTA) websites, the hotel's image can take up 33% of the space on the hotel property page, but the importance of this image in the decision-making process has yet to be studied. For many OTAs, there are currently no quantitative analytic methods that help determine which image to display in this critical location. In this research, we use deep learning to extract information directly from hotel images and we apply image analytics to understand the importance of this information in the online hotel booking process. To provide managerial insights, we will combine a prediction model, with the t-distributed Stochastic Neighbor Embedding (t-SNE) to classify and understand the types of images hotels generally use as their thumbnail or "champion" image and what aspects of these images elicit consumers to consider and book a hotel.
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ItemThe Effect of Promotion Integration Strategy on Sales Performance in the Context of Multiple Platforms: Considering the Moderating Effect of Platform’s Market Demand( 2020-01-07)Price and promotion strategy have been widely discussed in multi-channel retailing, but little study was focused on the promotion strategy in the context of multiple platforms. Through transaction data from a company’s different platforms, our study investigated the impact of promotion integration strategy on company’s overall sales performance on different platforms. Combined with platform’s index data about product market demand, the moderating effect of platform’s market demand was further evaluated. Using a fixed-effect model, our research found the positive effect of promotion timing integration and the negative effect of promotion depth integration on sales performance. We also found the moderating effect of platform’s market demand. Thus, our study generates important theoretical and practical implications for managing promotion activity on multiple platforms.
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ItemIntroduction to the Minitrack on Electronic Marketing( 2020-01-07)