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Foundations and Trends® in Marketing
Journal Prestige (SJR): 0.448

Number of Followers: 11

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ISSN (Print) 1555-0753 - ISSN (Online) 1555-0761
Published by Now Publishers Inc

[28 journals]

Audio and Visual Analytics in Marketing and Artificial Empathy
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  Abstract: AbstractWith 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: AbstractThis 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: AbstractThis “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: AbstractThe 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: AbstractWith 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: AbstractHealthcare 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
Aggregate Advertising Expenditure in the U.S. Economy: Measurement and
Growth Issues in the Digital Era
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  Abstract: AbstractThe two components of the advertising industry – the creative sector that develops and produces messages, and the communications sector that transmits messages via various media – have each been greatly affected by advances in creative design and communications technologies. As the media composition of advertising has changed in the last century for both local and national advertising – from newspapers, outdoor and radio advertising to network and cable television, and most recently to internet and digital media – so too has been transformed the very concept of advertising, its functionality and its measurement.We compare four sources of annual nominal U.S. aggregate advertising expenditure data – from the public sector Internal Revenue Service and the U.S. Census Bureau Survey of Service Industries, and the private sector McCann-Erickson and Magna Global advertising agencies – that are available over various time periods. In nominal terms, we estimate the elasticity of advertising expenditures with respect to Gross Domestic Product, and find that this elasticity appears to have increased substantially beginning in the late 1990s – from about 1.4 to 1.9. The timing of this structural break coincides roughly with the decline of print, radio and network and cable television, and the dramatic increase in digital and internet-based advertising.To understand the forces underlying this structural break in nominal advertising expenditures, data on media-specific advertising prices are needed, thereby converting nominal to real advertising. However, currently annual U.S. Bureau of Labor Statistics Producer Price Index data on digital and many other advertising media prices are only available beginning in 2010. The availability of media-specific quality-constant price indexes would not only enable researchers to trace more completely the recent impact of digital and internet advertising, but would also facilitate contemporary and longstanding issues to be addressed surrounding the measurement of advertising effects, including how variations in the durability of response to advertising across media are related to inter-media price differentials, and why heterogeneity among firms and industries may arise with respect to the procyclicality of advertising policies.Suggested CitationAlvin J. Silk and Ernst R. Berndt (2021), "Aggregate Advertising Expenditure in the U.S. Economy: Measurement and Growth Issues in the Digital Era", Foundations and Trends® in Marketing: Vol. 15: No. 1, pp 1-85. http://dx.doi.org/10.1561/1700000074
  PubDate: Thu, 02 Sep 2021 00:00:00 +020