The fourth industrial revolution is making possible augmented reality (AR), which has the potential, among other things, to alter profoundly the ways in which individuals purchase and consume goods. ...Yet despite significant growth in the AR industry, the impact of this technology on consumers and other stakeholders in the retail environment has been little explored. In particular, the influence of anthropomorphism on consumers’ perceptions of AR in the retail environment remains poorly understood. Specifically, randomly selected adults (n = 319) participated in a field based retail shopping experience using augmented reality on a mobile device, the findings presented here demonstrate that anthropomorphism indeed influences consumers’ experiences of AR and their attitudes toward brands that use it. This study therefore has important theoretical implications as well as practical implications for managers. We begin by elaborating a theory of anthropomorphism in the context of retail marketing that can account for consumers’ perceptions of AR in general. We then discuss how our findings can assist managers in the retail sector in leveraging the anthropomorphisation of AR as part of the effort to build effective relationships with their customers. Our findings further suggest that brands benefit when managers make AR a key part of the retail experience.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
In the digital era, marketers increasingly use storytelling techniques to narratively transport and persuade their customers. This paper pursues three primary objectives: (1) to integrate three ...digitally relevant moderators of the narrative transportation effect into the marketing literature, (2) to empirically assess the integrated model with a quantitative meta-analysis of extant research, and (3) to provide directions for marketing managers to enhance the narrative transportation effect in an evolving technological environment. The paper contributes to the field by means of a meta-analysis of 64 articles featuring 138 narrative transportation effect sizes. The research shows that the narrative transportation effect is stronger when the story falls in a commercial (vs. non-commercial) domain, is user (vs. professional) generated, and is received by one story-receiver at a time. The study concludes with implications for research and practice and directions for future research.
•Stronger narrative transportation effect for commercial (vs. non-commercial) domain•Stronger narrative transportation effect for stories by users (vs. professionals)•Stronger narrative transportation effect for stories received alone
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
This article explores the role of Artificial Intelligence (AI) in digital marketing and how it can revolutionize the industry in the future. The rapid advancement of AI technology has profoundly ...impacted digital marketing strategies. By examining the changes AI has already brought about and forecasting its future impact, we aim to gain insights into the evolving landscape of digital marketing. For this purpose, semi-structured in-depth interviews were conducted to identify upcoming trends and opportunities in AI's progress in digital marketing, identify AI's applications in digital marketing, and examine the ethical considerations and future directions of the use of AI in digital marketing. The insights from this research contribute to a deeper understanding of how AI can be effectively harnessed in digital marketing while ensuring ethical practices and staying ahead of industry advancements
•Animated steam added to digital food images increases perceived food temperature.•Increased temperature perception leads to elevated perceived freshness and food desirability.•The downstream ...consequences of steam effect are only found with food image of low appeal.•By contrast, implied movement of steam did not influence temperature perception or food evaluation.
Nothing beats a comforting image of a bowl of hot soup with whisps of rising steam unless it is the actual soup itself. The current paper investigates the influence of food photography on people’s food expectations. Despite the recognition of the importance of the food temperature depicted in food images, the effectiveness of using visual cues on food photography to indicate temperature and potential managerial outcomes of so doing has barely been researched. This study explored whether the addition of visual temperature cues to food images was effective in activating relevant temperature associations, leading to downstream consequences, including food desirability, freshness perception and willingness to pay (WTP), with a focus on thermal temperature cues. Three online experimental studies were conducted showing that animated traces of steam added to food images not only induced hot temperature perception of the food, but also increased food desirability and freshness perception. Meanwhile, implied animation (i.e., static picture of rising steam) did not produce any such effect. Further, food image appeal was found to be a boundary condition for the effect of hot temperature cues: that is, when the food images is of low appeal, traces of steam which increased hot temperature perception, in turn enhanced freshness perception and food desirability, but not WTP. The effectiveness of animated steam textures crossmodally enhancing thermal temperature perception and food desirability underscores the potential in digital food creation and marketing.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
The Covid-19 pandemic has caused issues and significant challenges in all spheres of business activities. Digital marketing is no exception, which, although based on the application of information ...technologies and thereby its functioning was not vitally jeopardized, has undergone significant transformations. Accordingly, the aim of this paper is to identify keyt rendsin digital marketing that have arisen as a consequence of the global pandemic outburst. The paper analyzes the economic aspect, i.e. the impact of the pandemic on the growth of digital marketing observed through the total spending on digital advertising at the level of 28 European countries. Moreover, the aspect of adapting marketing communication to the new phenomena in society, such as living and working at home and rising isolation due to social distancing measures, was also observed. The results of the research contribute to the growing body of literature in the field of digital marketing by providing a systematic overview of the changes that have occurred, as well as development trends that are anticipated for the future period.
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IZUM, KILJ, NUK, PILJ, SAZU, UL, UM, UPUK
Artificial intelligence (AI) agents driven by machine learning algorithms are rapidly transforming the business world, generating heightened interest from researchers. In this paper, we review and ...call for marketing research to leverage machine learning methods. We provide an overview of common machine learning tasks and methods, and compare them with statistical and econometric methods that marketing researchers traditionally use. We argue that machine learning methods can process large-scale and unstructured data, and have flexible model structures that yield strong predictive performance. Meanwhile, such methods may lack model transparency and interpretability. We discuss salient AI-driven industry trends and practices, and review the still nascent academic marketing literature which uses machine learning methods. More importantly, we present a unified conceptual framework and a multi-faceted research agenda. From five key aspects of empirical marketing research: method, data, usage, issue, and theory, we propose a number of research priorities, including extending machine learning methods and using them as core components in marketing research, using the methods to extract insights from large-scale unstructured, tracking, and network data, using them in transparent fashions for descriptive, causal, and prescriptive analyses, using them to map out customer purchase journeys and develop decision-support capabilities, and connecting the methods to human insights and marketing theories. Opportunities abound for machine learning methods in marketing, and we hope our multi-faceted research agenda will inspire more work in this exciting area.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
AbstractThe aim of present study is to identify indicators for development capabilities of digital marketing insurance industry indexes in Iran. It is a development- applied research and it is a ...descriptive- survey by nature and it is also the mixed type of qualitative and quantitative approach. In this study, extraction of indicators for development capabilities of digital marketing with the help of textual content analysis method is performed and then these indicators are screened in the insurance industry by using Delphi technique and finally, the indicators have been categorized by using the exploratory factor analysis method. In the textual content analysis section, the statistical population of the research includes documents and upstream records related to the development of digital marketing capabilities and the sampling method is purposeful. In Delphi section, the statistical population of the study was 10 insurance industry experts who were selected using purposive sampling and the statistical population in the exploratory factor analysis section is 384 insurance industry experts who were selected by using random sampling method. The field study tool of this research is a questionnaire. Findings show that knowledge of the set of factors and indicators for development of digital marketing capabilities of the insurance industry in Iran is very important for managers and researchers. These indicators include environmental advertising, SMS advertising, customer relationship, and etc. Finally, according to the indicators, indicators were categorized in the three dimensions of marketing research, organization's digital organization, and customer-related factors. IntroductionThe global community is rapidly digitalizing, and consequently the digitalization of businesses and their marketing processes is under expansion. The insurance industry, as one of the most important industries of the country, requires the use of information and communication technology in order to gain more competitive ability and better response to the changing needs of today's customers. Due to the theoretical gap and the practical importance of this issue in the insurance industry, the present research has studied insurance industry aiming the identification of indicators for development of digital marketing capabilities of the insurance industry in Iran.MethodologySince the main purpose of the present research is to identify indicators for development of digital marketing capabilities of the insurance industry in Iran, it can be said that the present research is in the field of development-applied research and considering that in this research Field methods have been used, It can be stated that the present study is a descriptive-survey research preformed on the bases of nature and since this research is examined in both qualitative and quantitative sections, therefore, it is a mixed type of (qualitative-quantitative) research in terms of approach. In this research in the first step, the indicators of digital marketing capabilities development were Extracted by using the textual content analysis method, and in the second step the indicators of digital marketing capabilities development of the insurance industry were screened by using the Delphi technique and finally, the indicators were categorized by using the exploratory factor analysis method. In the textual content analysis section, the statistical population of the research includes upstream documents and records related to the development of digital marketing capabilities and the sampling method is targeted. In the Delphi section, the statistical population of the study were 10 insurance industry experts who were selected by using purposive sampling method. In the exploratory factor analysis section, the statistical population is 384 insurance industry experts who were selected by using random sampling method. The field study tool is a questionnaire.FindingsIn summary, the research findings confirm the fact that awareness of the set of factors and indicators for development of digital marketing capabilities of the insurance industry in Iran is very significant for managers and researchers. These indicators include environmental advertising, SMS advertising, customer relationship, word of mouth advertising, increasing the general and specialized knowledge of the audience, etc. These indicators place into the three categories of marketing research, organization's digital organization, and customer related factors.Discussion and ConclusionThe present study identifies the most important indicators of the development of digital marketing capabilities in the insurance industry in Iran. The first identified dimension is marketing research. In this regard, first businesses should adopt a suitable marketing strategy and determine the size of the market, and then establish a proper relationship with experts, and consider the importance of advertising according to marketing research. The second identified dimension is the organization's digital organization. Ease of use, trust and security should be considered in these organizations. These communications should be done through useful channels. Another important issue in this section is the discussion of website design and the production of high-quality content, which improves customer satisfaction. The compatibility and cost of these organizations should be taken into consideration. The third identified dimension is customer related factors. Communication with the customer is always important for the business and they should take steps towards customer satisfaction and loyalty. reducing the time risk, financial risk, increasing the general and specialized knowledge of the audience and improving the response time are some other points that are important in this field.
The digital marketing capabilities gap Herhausen, Dennis; Miočević, Dario; Morgan, Robert E. ...
Industrial marketing management,
10/2020, Volume:
90
Journal Article
Peer reviewed
Open access
Over the past two decades, digitalization has revolutionized not only consumer marketing but also industrial marketing. Both industrial marketing scholars and industrial marketers seek insights to ...understand how our knowledge and practice of digital marketing has been structured and configured. To address this gap, we adopt the resource-based perspective as an organizing framework and systematically review 129 articles spanning two decades of research to identify different digital marketing capabilities in industrial firms. From this analysis, we identify four themes: channels, social media, digital relationships, and digital technologies. We then stress-test this knowledge with managerial practices by conducting an online survey of 169 managers, designed to establish the repertoire of current and future marketing capability needs of industrial firms. Herein, we identify two marketing capabilities gaps: the practice gap—which identifies the deficit between managers' ‘current’ practices and their ‘ideal’ digital marketing capabilities; and, the knowledge gap—which demonstrates a significant divide between the digital marketing transformations in industrial firms and the extant scholarly knowledge that underpins this. Based on these results, we build an agenda for future research on digital marketing capabilities.
•We review 129 articles to identify digital marketing capabilities in B2B firms.•We classify four different themes and map their development over two decades.•These are channels, social media, digital relationships, and digital technologies.•A survey of 169 managers reveals current and future marketing capability needs.•We build an agenda for future research on B2B digital marketing capabilities.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
In this article, the impact of strategic orientations on the use of digital marketing tactics and, subsequently, on the international business performance of small electronic retailers (e-retailers) ...in cross-border electronic commerce (e-commerce) is analysed. Furthermore, these relationships are compared between e-retailers originating in both developed and emerging e-commerce markets. Using a sample of 446 small business-to-consumer e-retailers from 20 European countries, we find that the deployment of digital marketing tactics has a positive effect on international business performance. Of the strategic orientations examined, foreign market orientation is most associated with the use of digital marketing tactics. Remarkably, growth orientation only has a positive effect on e-retailers from developed e-commerce markets, while customer orientation negatively affects e-retailers from emerging e-commerce markets. The differences between e-retailers from developed and emerging e-commerce markets are prominent and show that markets should not be considered as either uniform or generalisable.
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NUK, OILJ, SAZU, UKNU, UL, UM, UPUK
•Huge potential for marketers that implement AI, VR technologies.•Customer engagement behaviors and customer journeys enhanced via SMM.•Importance of ethical practice and explainability in use of AI ...and ML.•Trust is positively impacted via the cultivation of customer engagement.•eWOM overload can be mitigated by applying new tools and mechanisms.
The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
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