The significance of online advertising as a primary revenue stream for digital media cannot be understated. However, the rising adoption of ad-blocking software by users has adversely affected these ...revenues. In response to this challenge, digital publishers are exploring various strategies not only to maintain their revenues, but also to enhance them through online advertising, in addition to paid subscriptions. We discuss three potential strategies to overcome ad-blocking. The first is the subscription fee strategy, termed the benchmark strategy in the paper, wherein users pay a subscription fee to access content without encountering any ads. The second strategy is whitelisting, which involves publishers seeking users’ consent to display acceptable ads that support the website. The third approach is ad-recovery, which employs a third-party service to continue displaying ads even to users employing ad-blocking software. We utilize a duopolistic game-theoretical framework and identify conditions under which digital publishers might adopt either symmetric or asymmetric strategies to counter ad-blocking usage. We find that both firms tend to opt for whitelisting when the advertising revenue parameter is relatively low, and the proportion of consenting ad-block users is relatively high. On the other hand, when the advertising revenue parameter is high, and the proportion of consenting ad-block users is low, both firms benefit from an ad-recovery strategy. Further, under some conditions, firms utilize asymmetric strategies. The analysis suggests that a number of consumer- and firm-level factors represent important determinants of the digital marketing strategies of media firms.
•We study the relative profitability of three strategies to combat adblocking.•We link strategic choice to profitability: which strategy is more profitable.•We identify conditions in which symmetric firms might prefer asymmetric strategies.•Showcases interplay of multiple drivers in determining firms’ digital strategies.
This is the first book to focus on crowdfunding in sport. Crowdfunding is an important new financial instrument that is becoming more popular with sports organisations, and this book examines the ...research evidence for crowdfunding and considers how it might be successfully implemented. Presenting international cases and data, including from European football, the book explains how crowdfunding campaigns have to be fully integrated with strategic marketing plans and require a solid understanding of the needs and motivations of potential investors, consumers, and fans. The book sets out a theoretical framework for applying strategic marketing in the context of crowdfunding in sports clubs, introduces the key characteristics of the sports crowdfunding market and funders’ behaviours in the crowdfunding campaigns of sports clubs, examines the market segments of the campaigns’ funders, and presents recommendations for developing marketing-mix programs to target them. This is important reading for any researcher, advanced student, or practitioner with an interest in sport business, sport marketing, sport finance, consumer behaviour in sport, or entrepreneurship, innovation, or technology in sport.
Digitization blurs the lines between technology and management, facilitating new business models built upon the concepts, methods and tools of the digital environment. The purpose of this study is to ...investigate the role of the Internet of Things (IoT) and Big Data in terms of how businesses manage their digital transformation. The paper argues that the outbreak of IoT and Big Data has resulted in a mass of disorganized knowledge. In order to make sense of the noise, a literature review was carried out to examine the studies, published in the last decade (2008–2019), that analyzed both the Internet of Things and Big Data. The results show that IoT and Big Data are predominantly reengineering factors for business processes, products and services; however, a lack of widespread knowledge and adoption has led research to evolve into multiple, yet inconsistent paths. The study offers interesting implications for managers and marketers, highlighting how the digital transformation enabled by IoT and Big Data can positively impact many facets of business. By treating IoT and Big Data as faces of the same coin, this study also sheds light on current challenges and opportunities, with the hope of informing future research and practice.
•The outbreak of IoT an Big Data caused a huge return of disorganized knowledge.•Strategically IoT and Big Data should consider as faces of the same coin.•Business functions might be deeply reshaped through on IoT and Big Data.•Digital transformation in companies is not just about interiorizing new technologies.•Companies should implement planned strategies fully exploit IoT and Big Data.
The Romanian pharmaceutical market has undergone significant transformation over the past three decades. Pharmaceutical marketing, a harmonization process between the production and consumption of ...medicines, is key to growth and profitability. The research highlights the importance of doctors and pharmacists as main sources of information for patients. A balance of emotional and rational factors, such as the attentiveness of pharmacists, pricing, product availability and proximity, drive consumers to certain pharmacies. Product categories also influence preference, with different pharmacies favored for allopathic medicines, natural remedies, or cosmetic products. Proximity remains the principal decision-making factor, although compassionate staff offering cost-effective solutions play a crucial role in customer retention. Reputed pharmacy chains are preferred due to their promotional activities, diverse product range and knowledgeable in-store advisors. In a shifting landscape, online purchasing is gaining traction, with nearly a third of survey respondents expressing interest in purchasing pharmaceutical products online.
The increasing volume of firm-related conversations on social media has made it considerably more difficult for marketers to track and analyse electronic word-of-mouth (eWOM) about brands, products ...or services. Firms often use sentiment analysis to identify relevant eWOM that requires a response to consequently engage in webcare. In this paper, we show that sentiment analysis of any kind might not be ideal for this purpose, because it relies on the questionable assumption that only negative eWOM is response-worthy and it is not able to infer meaning from text. We propose and test an approach based on supervised machine learning that first decides whether eWOM is relevant for the brand to respond, and then—based on a categorization of seven different types of eWOM (e.g., question, complaint)—classifies three customer satisfaction dimensions. Using a dataset of approximately 60,000 Facebook comments and 11,000 tweets about 16 different brands in eight different industries, we test and compare the efficacy of various sentiment analysis, dictionary-based and machine learning techniques to detect relevant eWOM. In doing so, this study identifies response-worthy eWOM based on the content instead of its expressed sentiment. The results indicate that these machine learning techniques achieve considerably higher accuracy in detecting relevant eWOM on social media compared to any kind of sentiment analysis. Moreover, it is shown that industry-specific classifiers can further improve this process and that algorithms are applicable across different social networks.
•We argue that sentiment analysis is inexpedient to identify relevant eWOM.•Instead, we use machine learning (ML) algorithms focussing on relevance for brands.•We compared these to other text analysis techniques for 16 brands across 8 industries.•ML achieves higher accuracy compared to sentiment- and dictionary-based approaches.•Our algorithms are applicable across different industries and social media platforms.
This study delves into U.S. catfish consumer behavior in the Southern USA, utilizing a comprehensive online survey encompassing 2,129 participants across ten states. Employing rigorous statistical ...analysis, including regression and multinomial logistic regression, the research dissects the intricate interplay of socio-economic variables, cultural influences, and personal preferences. Significant findings indicate a discernible shift in preferences towards fresh catfish, reflective of an evolving seafood consumption landscape. Noteworthy impacts of seafood branding, recipe information, and resealable packaging on consumer behavior further underscore the involvedness of decision-making. Crucially, socio-demographic factors such as age, gender, income, education, and occupation emerge as pivotal determinants of catfish consumption frequency, providing valuable insights for targeted marketing. Implications extend to policymakers, industry stakeholders, and researchers in aquaculture economics. Recommendations advocate for tailored marketing strategies that consider regional nuances, socio-demographic intricacies, and evolving consumer preferences. Integrating customized marketing, supply chain management, and pricing strategies is poised to address the diverse preferences of consumers across varied regions.
•Using an online survey with 2,129 participants across 10 Southern USA states, the study employs advanced statistical methods.•Findings indicate a noticeable shift towards fresh catfish, reflecting changes in seafood consumption patterns.•Significant influence observed from seafood branding, recipe information, and resealable packaging on consumer behavior.•Factors like age, gender, income, education, and occupation are pivotal in determining catfish consumption frequency.•Implications include tailored marketing, pricing strategies, and approaches to meet diverse consumer preferences for policymakers and industry.
•Digital marketing strategies influence room occupancy and RevPar.•Online review volume and valence mediate the effect of digital strategies on hotel performance.•This mechanism is stronger for ...high-star hotels than for lower-tier hotels.•The mechanism is also more outspoken for chain hotels than for independent hotels.
We investigate to what extent digital marketing strategies (such as having a digital marketing plan, responsiveness to guest reviews, and monitoring and tracking online review information) influence hotel room occupancy and RevPar directly, and indirectly through the mediating effect of the volume and valence of online reviews they lead to, and to what extent this mechanism is different for different types of hotels in terms of star rating and independent versus chain hotels. The research was carried out in 132 Belgian hotels. The results indicate that review volume drives room occupancy and review valence impacts RevPar. Digital marketing strategies and tactics affect both the volume and valence of online reviews and, indirectly, hotel performance. This is more outspoken in chain hotels than in independent hotels, and in higher-star hotels than in lower-tier hotels.
Dynamic Relationship Marketing Zhang, Jonathan Z.; Watson, George F.; Palmatier, Robert W. ...
Journal of marketing,
09/2016, Letnik:
80, Številka:
5
Journal Article
Recenzirano
Odprti dostop
Firms routinely engage in relationship marketing (RM) efforts to improve their relationships with business partners, and extant research has documented the effectiveness of various RM strategies. ...According to the perspective proposed in this article, as customers migrate through different relationship states over time, not all RM strategies are equally effective, so it is possible to identify the most effective RM strategies given customers' states. The authors apply a multivariate hidden Markov model to a six-year longitudinal data set of 552 business-to-business relationships maintained by a Fortune 500 firm. The analysis identifies four latent buyer-seller relationship states, according to each customer's level of commitment, trust, dependence, and relational norms, and it parsimoniously captures customers' migration across relationship states through three positive (exploration, endowment, recovery) and two negative (neglect, betrayal) migration mechanisms. The most effective RM strategies across migration paths can help firms promote customer migration to higher performance states and prevent deterioration to poorer ones. A counterfactual elasticity analysis compares the relative importance of different migration strategies at various relationship stages. This research thus moves beyond extant RM literature by focusing on the differential effectiveness of RM strategies across relationship states, and it provides managerial guidance regarding efficient, dynamic resource allocations.
•Extant research on minimalism views consumers as homogeneous and not heterogeneous.•The antecedents and motives of minimalistic consumption are identified.•The research gap is addressed through ...developing a consumer typology.•Firms can design strategies to satisfy the unique goals for each consumer segment.
Minimalistic consumption has received increased attention during the last few years with a substantial segment of consumers having adopted this notion. Minimalism highlights subjective well-being, happiness, and increased quality of life. Despite minimalism gaining significance, we know little about minimalistic consumption, its various forms, its antecedents, and its impact on consumer behavior. Extant literature does not offer a clear or concise conceptualization of minimalism in consumption or the potential strategies to identify, target, and engage minimalistic consumers. This has been a major deterrent in advancing research on minimalistic consumption. This article provides a conceptualization of minimalism and offers a typology of consumers that engage in minimalistic consumption based on two dimensions: the conditional susceptibility and goal orientation of consumers. It presents a framework of brand engagement strategies for each type of consumer and shows how firms can potentially benefit in terms of sales, profitability, and customer relationships by engaging with minimalistic consumers.
Creating Enduring Customer Value Kumar, V.; Reinartz, Werner
Journal of marketing,
11/2016, Letnik:
80, Številka:
6
Journal Article
Recenzirano
One of the most important tasks in marketing is to create and communicate value to customers to drive their satisfaction, loyalty, and profitability. In this study, the authors assume that customer ...value is a dual concept. First, in order to be successful, firms (and the marketing function) have to create perceived value for customers. Toward that end, marketers have to measure customer perceived value and have to provide customer perceptions of value through marketing-mix elements. Second, customers in return give value through multiple forms of engagement (customer lifetime value, in the widest sense) for the organization. Therefore, marketers need to measure and manage this value of the customer(s) to the firm and have to incorporate this aspect into real-time marketing decisions. The authors integrate and synthesize existing findings, show the best practices of implementation, and highlight future research avenues.
PDF
