 Subjects -> ADVERTISING AND PUBLIC RELATIONS (Total: 23 journals)
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- The Rise of Mobile Marketing: A Decade of Research in Review
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Abstract: Paralleling the growing space mobile phones take in today’s consumers’ daily routines, academic mobile marketing research has been growing at an increasing pace recently. The presence of multiple players in the mobile eco-system and the wide range of topics under investigation, coupled with the fragmented nature of the mobile marketing domain, call for an updated unifying framework. Accordingly, this review looks at the last decade of mobile marketing research and provides an overview by offering an integrated framework and an extensive review of the research in this domain. Based on a database of 178 articles published in top marketing journals over the last decade, we formulate a framework that is based on (1) the transformation of consumer behavior considering the shifts in users’ lifestyles, (2) the effects of mobile on the transformation of existing and the emergence of new businesses, and (3) the integration of mobile within the existing channel mix and its interaction with other channels. In this framework, we first classify each article under various research themes, type of data collection, and their dependent and independent variables. We then synthesize the extant literature in each of the sub-research topics under our framework: the mobile transformations of consumers and businesses, mobile applications, mobile channel deployment and integration, mobile advertising and promotions, promotions, how mobile facilitates consumer-to-business connections, and mobile data. This review provides insights on the recent evolution of the mobile marketing field as well as presenting avenues for future research.Suggested CitationZeynep Aydin-Gokgoz, M. Berk Ataman and Gerrit van Bruggen (2022), "The Rise of Mobile Marketing: A Decade of Research in Review", Foundations and Trends® in Marketing: Vol. 17: No. 3, pp 140-226. http://dx.doi.org/10.1561/1700000077
PubDate: Wed, 16 Nov 2022 00:00:00 +010
- Marketing and Firm Value
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Abstract: The academic discipline of finance has been linked with the field of marketing, an enterprise referred to as “research on the marketing-finance interface.” It investigates the relationships between marketing-related variables and metrics of the behavior of financial-market participants, including analysts, investors, and creditors. Fundamental questions include: Do investors (and, therefore, the stock market) react when companies build brands, launch new products and engage in marketing activities that may not yield immediate cash-flow benefits, but strengthen the long-term viability of the enterprise' Conversely, are managers influenced by investor behavior' A firm’s stock price is a recognized consensus metric of its economic health and, as such, marketers are well served by knowing which of their actions, if any, either lift or depress stock prices.This monograph integrates research in marketing, finance, and accounting into an overarching marketing–finance research framework. The timing is right for this monograph for several reasons. First, the number of empirical articles in major journals has grown to almost 300, with managers and researchers being confronted with an array of metrics, methods, and findings. Second, there has been a broadening of the metrics analyzed on both the marketing and the firm value side. Last, but not least, there is a growing trend in redefining the role of the corporation from maximizing shareholder value to providing value to several stakeholders, and the next-generation consumers will increasingly act on the notion that the primary purpose of a business is not to generate profits, but to improve society.Suggested CitationShuba Srinivasan and Dominique M. Hanssens (2022), "Marketing and Firm Value", Foundations and Trends® in Marketing: Vol. 17: No. 2, pp 57-138. http://dx.doi.org/10.1561/1700000068
PubDate: Wed, 06 Jul 2022 00:00:00 +020
- Adoption of Innovations: Comparing the Imitation and the Threshold Models
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Abstract: This monograph introduces and compares the two leading frameworks for analyzing the adoption and diffusion of innovations – the imitation and threshold models. Imitation models perceive the diffusion process as being driven primarily by communication, whether initiated by the firm or between existing and potential customers, and are particularly useful when aggregate data is available, and allows the incorporation of some economic variables. By contrast, the threshold model emphasizes individual micro-economic decision making and explains the differences in the timing of adoption by heterogeneity among individuals or firms while the dynamic processes of learning affect costs as well as perceptions of value that drive the diffusion process. The threshold model provides a foundation to use cross section and panel data to estimate factors that affect differences in adoption patterns including size, wealth, education, and attitude towards risk.We show how to incorporate multiple marketing tools into both models. We find that the threshold model affords a more refined consideration of risk to optimize the choice of marketing tools because the threshold model can explicitly incorporate various economic frameworks such as expected utility, loss aversion and disappointment models, the safety-rule approach, and real-option theory. We illustrate how to manage marketing risk reduction tools in this context, including money back guarantees and demonstrations. Our review suggests that the two models should be treated as complementary models rather than as substitutes for each other. Our analysis expands on the analysis and design of marketing tools in promoting diffusion and discusses how to enhance their relevance and effectiveness. It also provides a bridge between marketing tools and the economic analysis of diffusion.Suggested CitationAmir Heiman, Bruce P. McWilliams and David Zilberman (2022), "Adoption of Innovations: Comparing the Imitation and the Threshold Models", Foundations and Trends® in Marketing: Vol. 17: No. 1, pp 1-57. http://dx.doi.org/10.1561/1700000062
PubDate: Tue, 21 Jun 2022 00:00:00 +020
- Audio and Visual Analytics in Marketing and Artificial Empathy
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Abstract: With the ever-cheaper digital equipment and the prevalent digital platforms such as Facebook and YouTube, more and more human behaviors and activities are digitalized in the form of images, videos, and audio. However, due to the information’s unstructured nature, there has been a lack of useful framework and tools that can help businesses to effectively leverage this information to improve their practices. As a result, businesses are missing out on the opportunities to use this information to gain better customer insights, understand customer preference, improve customer experience, discover unmet needs and optimize marketing effectiveness. In this monograph, the authors present an overview of audio and visual analytics and discuss how they can be used by marketers to improve business practices. This monograph first introduced a framework named Artificial Empathy (AE) to illustrate different contexts where the audio and/or visual information emitted by or presented to an individual are used to improve business decision making. Next, it presented a review of the cutting-edge techniques and methods used to mine valuable information and make useful inferences from the audio and visual data. Finally, it reviewed the use of A/V analytics in business practices and concluded with a discussion on the trends in applying audio and visual data analytics in business. This monograph aims to help readers understand how the new forms of rich data will affect the way we do business and gain insights into harnessing the power of audio, image, and video data to make useful inferences and improve business practices.Suggested CitationShasha Lu, Hye-Jin Kim, Yinghui Zhou, Li Xiao and Min Ding (2022), "Audio and Visual Analytics in Marketing and Artificial Empathy", Foundations and Trends® in Marketing: Vol. 16: No. 4, pp 422-493. http://dx.doi.org/10.1561/1700000067
PubDate: Thu, 21 Apr 2022 00:00:00 +020
- Language Research in Marketing
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Abstract: This monograph aims to introduce researchers to the fascinating world of linguistics and to show how to conduct meaningful language research in marketing, exploring the way language influences behavior and how language can express thoughts, emotions, and mental states in marketing contexts. Ann Kronrod, who holds a Ph.D. in linguistics and conducts linguistic research in marketing, familiarizes the reader with fundamental concepts and prominent theories in linguistics, reviews the currently available research in marketing that examines language questions, lays out a guide to conducting compelling language research in marketing, and offers exciting future directions for developing new perspectives on language within marketing research. This monograph can be used as a basic guide for beginning researchers who are interested to conduct language research in marketing, or as a summary for more seasoned researchers who already acquired linguistics education and would like to get up to date on recent streams in the research of language in marketing.Suggested CitationAnn Kronrod (2022), "Language Research in Marketing", Foundations and Trends® in Marketing: Vol. 16: No. 3, pp 308-421. http://dx.doi.org/10.1561/1700000069
PubDate: Mon, 11 Apr 2022 00:00:00 +020
- Reflections of Eminent Marketing Scholars
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Abstract: This “Reflections” collection contains essays from stellar marketing scholars. These contributors were asked to consider and comment on something about their careers, something that they experienced and learned from, in the spirit of offering guidance to junior marketing scholars. These essays will impress the field, once again confirming the eminent stature of these fabulous people—we respect and admire them, and they inspire us.Suggested CitationDawn Iacobucci (ed.) (2022), "Reflections of Eminent Marketing Scholars", Foundations and Trends® in Marketing: Vol. 16: No. 1-2, pp 1-307. http://dx.doi.org/10.1561/1700000076
PubDate: Mon, 07 Mar 2022 00:00:00 +010
- Social Media Analytics and Its Applications in Marketing
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Abstract: The rise of the Internet and smartphones in the 21st century has created and developed social media as an extremely effective means of communication in society. In life, business, sports, and politics, social media facilitates the democratization of ideas like never before. Social media content gives consumers different information sources that they must decipher to discern its trustworthiness and influence in their own opinions. Marketers must be savvy about using social media in their attempts to persuade consumers and build brand equity.As social media has permeated our everyday lives, scholars in various disciplines are actively conducting research into this aspect regarding our way of life. In this scholarly endeavor, marketing has taken a leading role in this research endeavor as a discipline involving human communications and idea persuasion. Thus, rather than considering social media broadly across multiple disciplines, in this monograph, we concentrate on social media analytics in marketing.This monograph comprises the following four sections:
First, we provide an overview of social media and social media analytics (SMA). While much has already been said about social media generally, relatively less has been said about social media analytics. Thus, much of our focus is on SMA in terms of contributing to the current understanding of SMA in the field.
Second, we concentrate on social media analytics in marketing. We discuss practical industry perspectives and examples, as well as recent marketing research by academics. Notably, we show how analytics may be used to address concerns about social media privacy and help detect fake reviews.
Third, we summarize common tools for social media analytics in marketing. These methods can be complex, but they must be mastered for sound SMA practice. They encompass big data, artificial intelligence, machine learning, deep learning, text analytics, and visual analytics.
Fourth, we discuss trends and a future research agenda. We also discuss how SMA might be better integrated into higher education.Suggested CitationSangkil Moon and Dawn Iacobucci (2022), "Social Media Analytics and Its Applications in Marketing", Foundations and Trends® in Marketing: Vol. 15: No. 4, pp 213-292. http://dx.doi.org/10.1561/1700000073
PubDate: Tue, 01 Mar 2022 00:00:00 +010
- Privacy and Consumer Empowerment in Online Advertising
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Abstract: With heightened concerns regarding user privacy, there is a recent movement for empowering consumers with the ability to control how their private data are collected, stored, used and shared. Notably, between 2018 and 2020, the General Data Protection Regulation (GDPR) has been implemented in the European Union (EU), and the California Consumer Privacy Act (CCPA) and the California Privacy Rights Act (CPRA) have been implemented/passed in the state of California in the United States. These regulations address both consumer data security and consumer privacy rights. In this monograph, we provide an overview of some of the key issues that are in play in consumer privacy and in empowering consumers with rights to manage the privacy of their data, viewed primarily in the context of online advertising-related actions of firms. The recent academic work on these topics already provides some important takeaways. Empirical studies, broadly speaking, show that fewer consumers share data with firms post-regulation and this leads to worse personalized marketing, i.e., the firms are at a handicap. Theoretically, a primary insight is that privacy regulations on using data affect the advertising/targeting layer directly and the product/pricing layer directly and/or indirectly; broadly speaking, consumers make data sharing choices by balancing the intrinsic and instrumental values of sharing data, and privacy regulations can generally be expected to benefit consumers at the expense of firms. We also discuss how consumers’ understanding of firms’ privacy policies and their impact can be enhanced, which is important for regulations to have their intended impact. We briefly discuss the development of privacy-preserving mechanisms for targeted advertising, industry interest in and adoption of which has been recently enhanced due to new regulations. We conclude with a discussion and lay out some directions for future research.Suggested CitationW. Jason Choi and Kinshuk Jerath (2022), "Privacy and Consumer Empowerment in Online Advertising", Foundations and Trends® in Marketing: Vol. 15: No. 3, pp 153-212. http://dx.doi.org/10.1561/1700000053
PubDate: Tue, 25 Jan 2022 00:00:00 +010
- Studying Healthcare from a Marketing Perspective
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Abstract: Healthcare is becoming an increasingly complex issue and requires more active decision-making from consumers. This monograph outlines a research agenda for studying healthcare issues from a marketing perspective. Marketing scholars and practitioners alike have a unique perspective to help address healthcare challenges, and this monograph provides broad guidance for applying insights ranging from the individual level to the societal level. First, the authors briefly explain several key theories in psychology, economics, and behavioral economics that can be applied to the healthcare landscape. Next, several topics related to changing consumer behaviors related to their own health and help guide practitioners toward healthier relationships with their patients are examined. Emergent topics in healthcare are also considered from an organizational and societal level. Finally, the monograph concludes with guidance for future research and a summary of extant marketing research in the healthcare domain. As a companion piece to A Chronology of Health Care Marketing Research (Iacobucci, 2019), the goal of this monograph is to help bridge the gap between marketing and healthcare research and practice and to provide a forward-looking, marketing-based perspective to healthcare challenges.Suggested CitationDawn Iacobucci and Deidre Popovich (2022), "Studying Healthcare from a Marketing Perspective", Foundations and Trends® in Marketing: Vol. 15: No. 2, pp 86-152. http://dx.doi.org/10.1561/1700000071
PubDate: Thu, 20 Jan 2022 00:00:00 +010
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