•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.
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.
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.
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.
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.
•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.
Variabel Yang Memengaruhi Keberhasilan Wirausaha Pemula Di DIY Ariani, Dorothea Wahyu; Susilo, Yuvensius Sri; Herawan, Jonathan Ersten
Jurnal maksipreneur: manajemen, koperasi, dan entrepreneurship (Online),
12/2023, Volume:
13, Issue:
1
Journal Article
Peer reviewed
Open access
This study aims to conduct a study of novice entrepreneurs in Yogyakarta. This study analyzes the amount of capital, the number of employees, the length of time running the business, the age of the ...entrepreneur, education (graduated from bachelor's degree or high school), and whether the business is a legal entity or not. This study used 335 novice entrepreneurs who filled out a questionnaire followed by in-depth interviews with ten willing novice entrepreneurs. Focus group discussions were also conducted with related sources. The analytical tools used in this research are descriptive analysis and ordinary least squares (OLS). The results showed that the amount of capital and the number of employees affected sales or business income, but the variables of business length, entrepreneurial age, and level of education had no significant effect on sales or business income. In general, the results of this study indicate that there are still various problems in running a business, especially regarding the problem of product marketing and social capital owned by novice entrepreneurs in Yogyakarta.
Members of KWT Sewagati Pasekan Lor encountered difficulties as a result of their lack of knowledge and expertise about the diversification of various processed herbal pastries, food labeling and ...packaging technology, and digital-based product marketing. This volunteering project aims to improve members' knowledge and abilities in relation to the variety of processed herbal pastries, label and packaging technology, and digital-based marketing. The community service method used is counseling which includes theories regarding the diversification of processed herbal pastries, brands, and types of packaging, as well as digital-based marketing practices. The counseling continued with making herbal pastries such as turmeric cakes, cinnamon egg rolls, and ginger nastar. The training on labeling and packaging as well as digital-based marketing practices. The outcomes of this community service project demonstrate that the Partner's knowledge about the variety of processed herbal pastries increased from 50% to 90%, the partner's skills in processing various herbal pastries rose from 55% to 80%, the capacity for comprehending and creating labels and food packaging also improved from 45% to 80% and knowledge and skills in digital marketing increased from 40% to 75%.
Digital marketing has been on the epicentre of many researches. However, there is the need to make clear which are the current trends of the Digital Marketing Strategies regarding luxurious hotels. ...Unfortunately, the COVID-19 pandemic has seriously “damaged” the hospitality industry and it has affected the digital marketing strategies of hotels. The aim of this paper is the evaluation of the most recent applications of digital marketing and especially the social media used by luxurious hotels and their guests (such as Facebook, Trip-advisor). The outcome of the research indicates that social media play a key role on the marketing of luxurious hotels. More specifically, a hotel should take into serious consideration the reviews made on social media by customers. A review can leverage a hotel but also it can doom its reputation. For this reason, the practitioners must give special attention on the reviews that the guests post on social media. The methodology of the paper is literature review. Hence, it will rely on publications. The authors have collected publications from various academic databases, such as SCOPUS, by using the appropriate keywords. The publications were selected based on how relative are with the purpose of this paper. To sum up, the hotel industry has to face a major challenge due to COVID-19 crisis. This crisis, which is an ongoing phenomenon, is expected to change the way that hotels are copying with. One of the changes that the hotel should take into consideration is which strategy will use on social media. This paper has relied on existing theories and speculations that have been made by several authors and they have not been cross-checked with primary researches. Therefore, there is the need for more primary data coming from upcoming publications.
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