As social media gains more importance, managers are challenged to quantify its return on sales. The academic understanding in the effectiveness of social media is limited, and in fact the synergistic ...effects between social media and traditional marketing efforts have rarely been investigated. Despite the dynamics in marketing effectiveness on sales, the time-varying effectiveness of social media has never been studied either. In this study, we capture the time-varying effects of social media and the time-varying synergistic effects of social media and traditional marketing with a time-varying effect model (TVEM) approach. The empirical analyses of a large U.S. ice-cream brand sales reveal that a) the effectiveness of social media and traditional marketing vary over time, b) the synergistic effects vary over time for social media with product sampling and with in-store promotions, c) the proposed TVEM approach has a higher predictive accuracy than the benchmark models, and d) the proposed TVEM approach saves marketing costs by $0.4 million per year, compared to the time-invariant benchmark model. Overall, this study enables managers to not only better understand the synergistic effects of social media marketing and traditional marketing, but also the time-varying effectiveness of their marketing efforts with TVEM approach for better resource allocation.
Coupons have been a mainstay of marketing for decades all over the world, but their short- and long-run effects on sales are still not understood fully. We develop a model of consumer demand to ...empirically study whether firms can indeed use coupons as a means to price discriminate by attracting new consumers without losing (cannibalizing) revenue from existing ones, and whether these new consumers return to the firm after the price promotion. In addition, we ask what types of businesses are most likely to benefit from such promotions. Following alcohol revenue for restaurants using e-coupons, we find that offering a coupon increases demand during the promotion, and to a lesser degree after the promotion, suggesting that coupons can be used to price discriminate, while an advertising effect is less obvious. While coupons increase profits on average, the effect on each firm’s profits depends on the firm’s characteristics.
Data and the online appendix are available at
https://doi.org/10.1287/mnsc.2017.2934
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This paper was accepted by Matthew Shum, marketing.
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In business markets, firms operating in developing economies deal with burgeoning use of the internet, new electronic purchase methods, and a wide range of social media and online sales platforms. ...However, marketers are unclear about the pattern of influence of firm-initiated (i.e., paid media, owned media, and digital inbound marketing) and market-initiated (i.e., earned social media and organic search) digital communications on B2B sales and customer acquisition. We develop and test a model of digital echoverse in an emerging market B2B context, using vector autoregressive modeling to analyze a unique 132-week dataset from a Brazilian hub firm operating in the marketplace. We find empirical evidence supporting our conceptual framework in emerging markets. Underscoring the importance of a market development approach for emerging markets, the findings show that owned media and digital inbound marketing play a bigger role in influencing customer acquisition. Impressions generated through earned social media complement owned media, but not paid media. These insights highlight the notion that while sources of digital echoverse may remain the same across countries, its components exert a particular pattern of influence in an emerging market context. This is expected to encourage managers to rethink their digital strategies for B2B customer acquisition and sales enhancement while operating in emerging markets.
Atividade de relevância econômica e social, o comércio varejista tem sofrido transformações fundamentais nas últimas décadas. Estas transformações passam não somente pela adequação aos novos modelos ...de compras e organização de centros de atividade comercial, mas, principalmente, pelo desenvolvimento de modelos varejistas sustentados por uma abordagem experiencial. Neste sentido, torna-se relevante a compreensão dos elementos que participam na criação das experiências de valor para o consumidor, tendo, em um extremo, abordagens mais transacionais ou utilitárias, focadas na compra, e, no outro, abordagens mais interacionais ou hedônicas, focadas no consumo (FIORE & KIM, 2007; RAYBURN & VOSS, 2013). Este estudo pretende auxiliar neste desafio de entender como os diferentes componentes do “mix do Varejo” podem ser articulados no sentido de atender a diferentes proposições de valor dentro do contínuo experiencial. Para tanto é utilizado o Modelo Conceitual de Experiências do Consumidor (VERHOEF et al., 2009), no qual fatores como ambiente social, serviços, atmosfera de loja, sortimento, preço, canais alternativos e marca do Varejo constituem as bases para a criação de experiências no contexto varejista. Visando a uma maior compreensão do contínuo experiencial sob o prisma dos varejistas, foi realizado um estudo Exploratório junto a oito segmentos varejistas, totalizando 18 diretores e gestores entrevistados, boa parte com rede de lojas e representatividade nacional. Os resultados apontam que o posicionamento do negócio varejista no contínuo experiencial não depende da natureza dos bens/serviços comercializados ou do segmento de atuação, e sim, da proposta de valor da empresa. São apontadas ainda limitações e sugestões para futuros estudos.
Consumers frequently express themselves by posting about products on social media. Because consumers can use physical products to signal their identities, posting about products on social media may ...be a way for consumers to virtually signal identity. The authors propose that there are conditions in which this action can paradoxically reduce a consumer's subsequent purchase intentions. Five experiments demonstrate that posting products on social media that are framed as being identity-relevant can reduce a consumer's subsequent purchase intentions for the same and similar products, as this action allows consumers to virtually signal their identity, fulfilling identity-signaling needs. Fortunately for retailers, the authors suggest theoretically and managerially relevant moderators that attenuate this negative effect on intent to purchase. These findings have important implications for how firms can conduct social media marketing to minimize negative purchase outcomes.
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Social media require a marketing rhetoric that embraces emerging language use and shifting communication norms. Emojis have become quintessential elements of social media communication; yet, their ...role in supporting persuasion attempts has not been systematically analysed. Drawing on general rhetoric literature, this paper dissects, portrays and labels social media influencers' persuasive attempts to initiate engagement through emojis. The focus on influencers is justified because of their dual roles as marketers and active social media users. 600 Weibo posts by the top 200 Weibo influencers were collected to develop a taxonomy of emoji-based verbal moves aimed at encouraging responses in followers. The resulting taxonomy demonstrates that emoji use by social media influencers is complex and strategic and serves multiple persuasive and communicative purposes.
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487.
Editorial Mauricio Gómez Villegas
Innovar : revista de ciencias administrativas y sociales,
01/2016, Volume:
26, Issue:
63
Journal Article
Peer reviewed
Open access
Fruto de un proceso de interacción de más de seis meses, el pasado 2 de diciembre de 2016 se formalizó la creación de la Red de Estudios Organizacionales Colombiana (reoc). Esta iniciativa, impulsada ...por profesores de las Universidades eafit, del Rosario y Jorge Tadeo Lozano, fue secundada en su creación por profesores de las Universidades Externado, Militar Nueva Granada y Nacional de Colombia (sedes Bogotá y Manizales). La Red surge en un momento clave para el fortalecimiento de la investigación en administración en el país y en Latinoamérica. Su objetivo es enriquecer las miradas más convencionales de la investigación organizacional, nutriéndolas desde las ciencias sociales, la reflexión crítica y la búsqueda de identidad nacional y latinoamericana. La formación de redes similares tuvo origen en Europa (European Group for Organizational Studies --egos--, fundado en 19731) y se ha expandido a México (Red mexicana de Investigadores en Estudios Organizacionales --Remineo--2), Brasil, entre otros3. En desarrollo de este proceso, se invitó a los miembros fundadores de la REOC a reflexionar sobre el alcance y contenido de los Estudios Organizacionales. Las siguientes líneas presentan una de tales reflexiones, cuya responsabilidad plena es de este editor.
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This paper seeks to clarify and refine the relationship between strategic and internal green marketing and firm competitiveness. Despite the significance of corporate environmental strategy to firms ...adopting a triple-bottom line performance evaluation, there is insufficient focus on strategic green marketing and its impact on a firm's competitiveness. This study fills the gap by providing a comprehensive view of strategic green marketing and its impact on competitive advantage. Findings also reveal the moderating role of internal green marketing actions towards the development of a sustained competitive advantage. Specifically, the findings build on contemporary green marketing literature suggesting that a significant interplay between strategy and people exists which enhances the creation of competitive advantage. This in turn increases financial performance. Finally, this research uses an updated approach to build on current literature concerning the drivers and outcomes of strategic green marketing. This provides managers with nuanced insights about environmentally-driven competitive advantage.
•Strategic green marketing orientation (SGMO) positively affects competitiveness.•Internal green marketing orientation (IGMO) has a moderating role in this effect.•IGMO intensifies the positive effect of SGMO on competitive advantage.•Competitive advantage mediates the relationship of SGMO with financial performance.•CSR and stakeholder environmental pressures positively impact the level of SGMO.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
Metaverse – the new marketing universe Hollensen, Svend; Kotler, Philip; Opresnik, Marc Oliver
The Journal of business strategy,
04/2023, Volume:
44, Issue:
3
Journal Article
Peer reviewed
Open access
Purpose
This study aims to present and explain the concept of Metaverse, which will revolutionize nearly every industry and can be regarded as the 3D version of the internet. Especially, the paper ...explores the “building blocks” of the Metaverse and how it is functioning in a case study.
Design/methodology/approach
The Metaverse concept is explained by the Nike–Roblox case study, where the authors explore the customer benefits, that are provided by the Nikeland project.
Findings
The Nike–Roblox case study is showing that virtual platforms, content services, consumer and business behavior are the most important and visible “building blocks” to the Nikeland visitors (customers) in the Nike–Roblox alliance. The Metaverse is gaining popularity among the big global brands. It is expected that the big breakthrough for Metaverse will happen when the next layer of brands, the regional and local brands, will start penetrating the Metaverse.
Originality/value
Metaverse will be the new future marketing platform for presenting and giving life to all kinds of brands in the 3D interactive digital space. Metaverse is a digital copy of how we are working in the physical world. In this 3D digital space, the users can come together via avatars that resemble them. This will have an enormous effect on how companies will use the marketing function and how we will communicate with each other in future.
Purpose
Online consumer reviews have become increasingly important for consumer decision-making. One of the most prominent examples is the hotel industry where consumer reviews on websites, such as ...Bookings.com, TripAdvisor and Venere.com, play a critical role in consumers’ choice of a hotel. There have been a number of recent studies analyzing various aspects of online reviews. The purpose of this paper is to investigate their effects in terms of hotel occupancy rates.
Design/methodology/approach
This paper measures through regression analysis the impact of three dimensions of consumer reviews (i.e. review score, review variance and review volume) on the occupancy rates of 346 hotels located in Rome, isolating a number of other factors that might also affect demand.
Findings
Review score is the dimension with the highest impact. The results suggest that after controlling for other variables, a one-point increase in the review score is associated to an increase in the occupancy rate by 7.5 percentage points. Regardless the review score, the number of reviews has a positive effect, but with decreasing returns, implying that the higher the number of reviews, the lower the beneficial effect in terms of occupancy rates is.
Practical implications
The findings quantify the strong association of online reviews to occupancy rates suggesting the use of appropriate reputational management systems to increase hotel occupancy and therefore performance.
Originality/value
A major contribution of this paper is its comprehensiveness in analyzing the relation between online consumer reviews and occupancy across a heterogeneous sample of hotels.
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