Consumer research often fails to have broad impact on members of the marketing discipline, on adjacent disciplines studying related phenomena, and on relevant stakeholders who stand to benefit from ...the knowledge created by rigorous research. The authors propose that impact is limited because consumer researchers have adhered to a set of implicit boundaries or defaults regarding what consumer researchers study, why they study it, and how they do so. The authors identify these boundaries and describe how they can be challenged. By detailing five impactful articles and identifying others, they show that boundary-breaking, marketing-relevant consumer research can influence relevant stakeholders including academics in marketing and allied disciplines as well as a wide range of marketplace actors (e.g., business practitioners, policy makers, the media, society). Drawing on these articles, the authors articulate what researchers can do to break boundaries and enhance the impact of their research. They also indicate why engaging in boundary-breaking work and enhancing the breadth of marketing’s influence is good for both individual researchers and the fields of consumer research and marketing.
Partial least squares structural equation modeling (PLS‐SEM) is an essential element of marketing researchers' methodological toolbox. During the last decade, the PLS‐SEM field has undergone massive ...developments, raising the question of whether the method's users are following the most recent best practice guidelines. Extending prior research in the field, this paper presents the results of a new analysis of PLS‐SEM use in marketing research, focusing on articles published between 2011 and 2020 in the top 30 marketing journals. While researchers were more aware of the when's and how's of PLS‐SEM use during the period studied, we find that there continues to be some delay in the adoption of model evaluation's best practices. Based on our review results, we provide recommendations for future PLS‐SEM use, offer guidelines for the method's application, and identify areas of further research interest.
Research addressing the micro-foundational theoretical entity of customer engagement (CE) has proliferated in recent years. In parallel, the macro-foundational theory of service-dominant (S-D) logic ...is thriving. While the fit of CE/S-D logic has been recognized, insight into this theoretical interface remains tenuous, as explored in this paper. We develop an integrative, S-D logic–informed framework of CE comprising three CE foundational processes, which are required (for customer resource integration), or conducive (for customer knowledge sharing/learning) CE antecedents. While customer resource integration, in some form, extends to coincide with CE, customer knowledge sharing/learning
can
also do so. We also identify three CE benefits (customer individual/interpersonal operant resource development, cocreation) as CE consequences, which
can
also coincide with CE. Deploying the framework, we revise Brodie et al.’s (
Journal of Service Research, 14
(3), 252–271,
2011
) fundamental propositions of CE and apply these to customer relationship management. We conclude with theoretical and managerial implications, followed by future research avenues.
In the fifth-generation (5G) mobile communication system, various service requirements of different communication environments are expected to be satisfied. As a new evolution network structure, ...heterogeneous network (HetNet) has been studied in recent years. Compared with homogeneous networks, HetNets can increase the opportunity in the spatial resource reuse and improve users' quality of service by developing small cells into the coverage of macrocells. Since there is mutual interference among different users and the limited spectrum resource in HetNets, however, efficient resource allocation (RA) algorithms are vitally important to reduce the mutual interference and achieve spectrum sharing. In this article, we provide a comprehensive survey on RA in HetNets for 5G communications. Specifically, we first introduce the definition and different network scenarios of HetNets. Second, RA models are discussed. Then, we present a classification to analyze current RA algorithms for the existing works. Finally, some challenging issues and future research trends are discussed. Accordingly, we provide two potential structures for 6G communications to solve the RA problems of the next-generation HetNets, such as a learning-based RA structure and a control-based RA structure. The goal of this article is to provide important information on HetNets, which could be used to guide the development of more efficient techniques in this research area.
Since 5G new radio comes with non-standalone (NSA) and standalone (SA) versions in 3GPP, research on 6G has been on schedule by academics and industries. Though 6G is supposed to have much higher ...capabilities than 5G, yet there is no clear description about what 6G is. In this article, a comprehensive discussion of 6G is given based on the review of 5G developments, covering visions and requirements, technology trends and challenges, aiming at tackling the challenge of coverage, capacity, the user data rate and movement speed of mobile communication system. The vision of 6G is to fully support the development of a Ubiquitous Intelligent Mobile Society with intelligent life and industries. Finally, the roadmap of the 6G standard is suggested for the future.
Over the last three decades, customer experience (CE) has developed from a burgeoning concept to a widely recognized phenomenon in terms of both research and practice. To account for the complexity ...of consumption decisions, the CE literature encompasses both the rational information processing approach to consumer decision‐making and the experiential approach, which includes emotions, feelings and sub‐consciousness. The authors classify and examine CE research on two levels. Studies on static CE analyze experiences during touchpoints at one point in time, while studies on dynamic CE assess how experiences evolve over time. Furthermore, both static and dynamic CE research take place from two distinct theoretical perspectives: the organization and the consumer. As both theoretical perspectives essentially deal with the same phenomenon – the organizational perspective with the creation of CEs and the consumer perspective with the perception of customer experiences – there is potential for a productive symbiosis between them. The authors propose that connecting insights from both perspectives can contribute to a better understanding of what constitutes a CE for consumers and how firms can effectively manage it. First, the authors discuss the development of CE and argue that it has evolved into a broad and fragmented ‘umbrella construct’. Second, after distinguishing and defining static and dynamic CE, they systematically evaluate the state of knowledge in both the organizational and consumer perspectives. Finally, they develop an agenda for future research that integrates the consumer perspective into organizational CE research.
Recent advances in wireless communication and solid-state circuits together with the enormous demands of sensing ability have given rise to a new enabling technology, integrated (radar) sensing and ...communication (ISAC). ISAC captures two main advantages over dedicated sensing and communication functionalities: integration gain to efficiently utilize congested wireless/hardware resources, and even more interesting, coordination gain to balance dual-functional performance or/and perform mutual assistance. Triggered by ISAC, we are also witnessing a paradigm shift in the ubiquitous IoT architecture, in which the sensing and communication layers are tending to partially converge into a new layer, namely, the signaling layer. In this article, we first attempt to introduce a definition of ISAC, analyze the various influencing forces, and present several novel use cases. Then we complement the understanding of the signaling layer by presenting several key benefits in the IoT era. We classify existing dominant ISAC solutions based on the layers in which integration is applied. Finally, several challenges and opportunities are identified. We hope that this overview article will serve as a primary starting point for new researchers and offer a bird's-eye view of the existing ISAC-related advances.
We are living in an era of data deluge and as a result, the term ``big data'' is appearing in many contexts, from meteorology, genomics, complex physics simulations, biological and environmental ...research, finance and business to healthcare. As the name implies, big data literally means large collections of data sets containing abundant information. However, it has some special characteristics that distinguish it from "very large data"or "massive data"that are simply enormous collections of simple-format records, typically equivalent to enormous spreadsheets. Big data, being generally unstructured and heterogeneous, is extremely complex to deal with via traditional approaches, and requires real-time or almost real-time analysis. A short definition can therefore be that "big data" refers to data sets whose size is beyond the ability of typical database software tools to capture, store, manage, and analyze.
Preface Bagchi, Rajesh; Block, Lauren; Lee, Leonard
Advances in Consumer Research,
01/2019, Letnik:
47
Conference Proceeding
Recenzirano
The 50th Annual Conference of the Association for Consumer Research (ACR) was held at the Hyatt Regency in Atlanta, Georgia from October 17-20, 2019. Sheth Foundation, University of British Columbia ...Sauder School of Business, University of Florida Warrington College of Business, University of South Carolina Darla Moore School of Business, The University of Oregon Lundquist College of Business, California State University, Northridge (CSUN), Journal of the Association for Consumer Research, Journal of Consumer Research, Society for Consumer Psychology, SONA Systems, Stukent, Inc., LINKS Simulations, BIOPAC Systems, Inc., Palgrave Macmillan, the Marketing Science Institute (MSI), and University of Chicago Press. Special gratitude goes to ACR Executive Director Rajiv Vaidyanathan, our Conference Planners Paula Rigling and Melissa Morris, our graphics designer Roy Wiemann, and the ACR Executive Assistant Brenda Monahan. Rajesh Bagchi, Virginia Tech, USA Lauren Block, Baruch College, City University of New York, USA Leonard Lee, National University of Singapore, Singapore 2019 Conference Co-Chairs
As budgets tighten, customer demands increase, and the historic computational growth trends flatten, doing more with what you have will become the hallmark of an elite enterprise IT organization. ...Operating system, environment, application, and operations acceleration are emerging as the key enablers to span this compute gap.
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