Purpose: The research aims at examining the impact of marketer capabilities and persistence on marketer performance and distribution of agricultural product facilities. Research design, data, and ...methodology: The research employs quantitative methods using a crosssectional design survey by analyzing the marketer of agricultural production facilities. Sampling was done using the purposive sampling technique and data were taken from 235 respondents. The data were then processed using SEM-PLS. Results: The findings reveal that both marketer capabilities and marketer persistence significantly impact the performance of agricultural product facility marketers.
Notably, marketer persistence exerts a more dominant influence on marketer performance than marketer capabilities. Effective communication and coordination between the sales team and the distribution center emerge as crucial factors determining the success of distributing agricultural equipment to reach farmers' land at the optimal time. Conclusions: The findings offer valuable managerial insights for agricultural product facility companies seeking to enhance marketer performance. To achieve this, companies should focus on increasing marketer persistence, with an emphasis on nurture-focused persistence rather than closure-focused persistence.
Additionally, improving marketer capabilities is crucial, starting with relationship development, followed by trust building, customer retention, responsiveness, and acquisition. These strategies can collectively contribute to boosting marketer performance within the organization. KCI Citation Count: 0
Despite the demonstrated importance of customer sentiment in social media for outcomes such as purchase behavior and of firms’ increasing use of customer engagement initiatives, surprisingly few ...studies have investigated firms’ ability to influence the sentiment of customers’ digital engagement. Many firms track buyers’ offline interactions, design online content to coincide with customers’ experiences, and face varied performance during events, enabling the modification of marketer-generated content to correspond to the event outcomes. This study examines the role of firms’ social media engagement initiatives surrounding customers’ experiential interaction events in influencing the sentiment of customers’ digital engagement. Results indicate that marketers can influence the sentiment of customers’ digital engagement beyond their performance during customers’ interactions, and for unfavorable event outcomes, informational marketer-generated content, more so than emotional content, can enhance customer sentiment. This study also highlights sentiment’s role as a leading indicator for customer lifetime value.
•Consumers’ brand trust can be transferred from their trust in other consumers and marketers in social media brand community (SMBC).•Consumer engagement partially mediates the process of trust ...transfer.•Consumer engagement in SMBC has a positive effect on brand trust. This effect is moderated by consumers’ device preference to access SMBC.
Social media brand communities (SMBCs) provide firms with a potential tool to develop brand relationships. The goal of this study is to understand the value of an SMBC to that brand by examining how the community contributes to one of the central brand relationship variables—brand trust. From the perspective of trust transfer, this study considers whether and how consumer trust in a brand can be transferred from other trusted parties in the SMBC, and the mediation of consumer engagement in this process. Based on a survey of 279 SMBC participants, this study demonstrates that consumer-to-consumer trust and consumer-to-marketer trust have positive impact on consumer engagement, which subsequently influence brand trust. Also the device usage was found to moderate the impact of consumer engagement on brand trust.
Despite the popular use of social media by consumers and marketers, empirical research investigating their economic values still lags. In this study, we integrate qualitative user-marketer ...interaction content data from a fan page brand community on Facebook and consumer transactions data to assemble a unique data set at the individual consumer level. We then quantify the impact of community contents from consumers (user-generated content, i.e., UGC) and marketers (marketer-generated content, i.e., MGC) on consumers' apparel purchase expenditures. A content analysis method was used to construct measures to capture the informative and persuasive nature of UGC and MGC while distinguishing between directed and undirected communication modes in the brand community. In our empirical analysis, we exploit differences across consumers' fan page joining decision and across timing differences in fan page joining dates for our model estimation and identification strategies. Importantly, we also control for potential self-selection biases and relevant factors such as pricing, promotion, social network attributes, consumer demographics, and unobserved heterogeneity. Our findings show that engagement in social media brand communities leads to a positive increase in purchase expenditures. Additional examinations of UGC and MGC impacts show evidence of social media contents affecting consumer purchase behavior through embedded information and persuasion. We also uncover the different roles played by UGC and MGC, which vary by the type of directed or undirected communication modes by consumers and the marketer. Specifically, the elasticities of demand with respect to UGC information richness are 0.006 (directed communication) and 3.140 (undirected communication), whereas those for MGC information richness are insignificant. Moreover, the UGC valence elasticity of demand is 0.180 (undirected communication), whereas that for MGC valence is 0.004 (directed communication). Overall, UGC exhibits a stronger impact than MGC on consumer purchase behavior. Our findings provide various implications for academic research and practice.
Marketers and researchers recognize the importance and impact on consumer behavior of marketer-generated content (MGC) in social media channels. In this study, the authors present a method to ...classify MGC using a combination of unsupervised and supervised machine learning. They gather a large data set of posts from Facebook, Instagram, and Twitter and use a time-series model (panel-data vector autoregression) to demonstrate how MGC can be used to explain average toxicity on the part of users. They contribute to the field by examining what types of MGC lead to toxic comments and how these toxic comments impact product usage. The authors find that MGC that demonstrates the quality of products and MGC that is aimed at creating a sense of belonging to a group are more likely to increase average toxicity. Furthermore, the authors find that higher average toxicity in social media communities leads to an increase in usage of the focal product. Finally, the results contribute to the literature by providing insights on the impact of MGC on product usage.
While marketing research can influence the thinking, decisions, and actions of different stakeholders (including the academy, society, students, and practitioners), the majority of marketing research ...aims for impacting marketing scholars and practitioners. Noting that the key to creating impact is through scholarly and marketer (managerial) relevance, this editorial (i) defines marketer relevance and scholarly relevance, (ii) develops a relevance framework for marketing scholarship, (iii) discusses the foundations with high scholarly and/or marketer relevance from Shelby D. Hunt’s contributions to marketing strategy and marketing management (MS&MM) research, (iv) discusses the special issue articles in terms of foundations from Shelby D. Hunt’s contributions and their original contributions, and (v) develops a charter – a strategic roadmap – for MS&MM research. The editorial concludes with suggestions for MS&MM scholars and acknowledgments.
The Kampung Marketer program is a youth empowerment program specializing in digital marketing. The basic needs approach is used to evaluate community development. This approach states that it is ...necessary to have greater job opportunities, increase economic growth, and guarantee the community's basic needs for a better quality of life. This research aims to determine how digital roles are implemented in people-centered development and measure its impact with the basic needs approach. A qualitative approach uses a triangulation model that combines in-depth interviews, observations, and documents from Kampung Marketers. From the research results, it was found that digital resources aided people-centered development by increasing employment opportunities. In the 18 existing branches, the Kampung Marketer Program has accumulated 700 customer service and advertising skills. As a result of the program, the economic growth of communities with Kampung Marketer programs had increased, as indicated by the amount of income received by the empowered community of around IDR 1,000,000 to IDR 3,000,000 and the total income that was distributed being 1.3 billion. It impacts meeting the basic needs of society and increasing the younger generation's enthusiasm for continuing their studies. The members of Kampung Marketer also could now pay for their children's tuition and even bought houses and land. The older generation who did not have technological skills were also supported and empowered by the program by establishing a business called "Saung Makaryo." They were trained to produce goods in their respective homes, and Kampung Marketers marketed them.
How to improve the predictive accuracy of box office revenue with social media data is a big challenge and is particularly important for movie distributors and cinema operators. In this research, we ...find that microblogging UGC (MUGC) is a significant predictor of box office revenue and has stronger predictive power than UGC on Douban! Movies (DUGC) based on our examination of 60 movies released in China in 2012. To increase the attendance rate of movies, cinema operators can consider previous valence and volume of MUGC before scheduling the current film screenings because these messages can quickly predict the future box office revenue of a movie. Besides, we find that the volume of enterprise microblogs (i.e., MGC) can predict both box office revenue and MUGC, indicating that movie distributors should optimize their online media strategy by shifting more resources to utilizing enterprise microblogging. Although rebroadcasting volume from microblogging platforms does not predict box office revenue directly, it can indirectly predict it via MGC. Accordingly, compared with third-party platforms, rebroadcasting as one of the key distinct functions of microblogging platforms also shows its usefulness in box office revenue prediction. Overall, metrics from microblogging platforms are more effective in predicting box office revenue than those from third-party platforms.
In this research, we build a prediction model of movie box office revenue by empirically exploring its intricate relationships with user-generated content (UGC) as well as marketer-generated content (MGC) on a microblogging platform and UGC on a third-party platform. Our analyses are based on a panel vector autoregression (PVAR) model that is calibrated with a combination of data from Weibo (microblogging platform) and Douban! Movies (third party). Our empirical results show that microblogging UGC (MUGC) is a significant predictor of box office revenue and has stronger predictive power than UGC on Douban! Movies (DUGC). In addition, we find that the volume of enterprise microblogs (i.e., MGC) predicts box office revenue directly and also indirectly via MUGC, and MUGC thus exerts a partial mediating effect on the predictive relationship between the volume of enterprise microblogs and box office revenue. Finally, a prediction model of box office revenue using lagged box office revenue, MGC, MUGC, and DUGC is proposed, and its forecasting accuracy is found to outperform that of existing models. Managerial implications on utilizing social media for enterprises are provided.
The e-companion is available at
https://doi.org/10.1287/isre.2018.0797
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This article argues that the marketing canon, as presently configured, has failed to confer social reality to the acts of its key protagonists - marketers. As an adjunct to both collective and ...contextually diverse perspectives on marketing, more emphasis on marketer agency is suggested, this in the context of nominally focused anthropological enquiry. It is further argued that the status afforded to consumer behaviour be similarly conferred for marketer behaviour, the latter under-represented within marketing research. Drawing on ontological nominalism, speech act theory and Searle's social constructionism, this article addresses implications for intersubjective meaning within our community and offers provisional thoughts for how this might be structured and improved. It ends with a call to action for both the rehabilitation and expansion of purposeful marketer behaviour study.
Both anecdotal and evidential testimonies posit marketing as a “wicked” endeavor, in thrall to sales and profit and at odds with society's needs. Using social identity theory as our primary frame of ...reference we look to obtain some foreground understanding of those flowing through the educational/occupational transition system and towards this occupation. We explore how aspiring marketers perceive both marketing and marketing practitioners and evaluate how those perceptions contribute to a sense of social-self at an early-stage of career formulation. Our aim is to evaluate the potential for a link between reported marketer behavior, occupational perceptions and group character. A qualitative/quantitative mixed-model research approach is adopted combining both projective techniques and personality testing. Results, derived from UK university cohorts spanning three levels of study, suggest respondents focus primarily on externally oriented aspects of marketing work, with occupational aesthetics and conspicuous representation seen as both object and subject of a marketer role. Respondents self-report as strong on traits associated with promotion and persuasiveness but less on those related to an espoused creativity. We conclude there is evidence suggesting the study group perceives being a marketer at least as important as doing what marketers do and discuss the implications this might have for how and why marketing is practiced as it is.
•Research with marketing students to determine pre-occupational perceptions•Marketer social identity characterized through use of projective techniques•Personality scores match evidence of self-externalized social identity appeal.•Discusses implications of both being a marketer and doing marketing work•Implications for student recruitment, marketing and society discussed
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