This study demonstrates a visual phenomenon in online product presentation: product size perception is influenced by the depth of field of the presentation image. Depth of field refers to how blurry ...or sharp the background around the focused subject is a shallow depth‐of‐field image result in a clear focused subject and a blurry background, while in a deep depth‐of‐field image, both the subject and the background are clear. One eye‐tracking study, three behavioral experiments, and one field study show that a shallow (vs. deep) depth‐of‐field product presentation (i.e., a clear product with a blurry background) increases consumers' product size perceptions. This effect is mediated by the greater attention allocated to the product and is moderated by product familiarity. Specifically, when product familiarity is low, consumer attention mediates the significant effect of depth of field on product size perception. However, when product familiarity is high, the effects of depth of field and consumer attention decrease. The current research contributes to the previous research on product presentation and product size perception by investigating the effect of a novel factor, the depth of field, on consumers' estimations of product size. Overall, the findings encourage online retailers to carefully adapt the depth of field technique in their product presentation according to their objectives (e.g., attract consumers' interest vs. provide accurate information) and consumers' familiarity with their products.
This research investigates online consumer behavior in an e-commerce context with a focus on consumer online shopping cart use and subsequent cart abandonment. A model rooted in the Uses and ...Gratifications Theory, the Unified Theory of Acceptance and Use of Technology, and the concept of the purchase funnel is developed to explain the predicted relationships. Empirical findings based on clickstream data show that returning to an existing cart increases the subsequent cart use and decreases cart abandonment. Conversely, viewing clearance pages and viewing a large number of product reviews increases both cart use and cart abandonment. Browsing product pages decreases cart use, and increases cart abandonment. The moderating role of smartphone-based shopping is also examined, with the moderating effects primarily occurring early in the purchase funnel affecting cart use, and influencing cart abandonment to a smaller degree. Theoretical contributions and managerial implications for digital marketers are provided.
The marketing of unhealthy commodities through traditional media is known to impact consumers' product attitudes and behaviors. Less is known about the impacts of digital marketing (online ...promotional activities), especially among young people who have a strong online presence. This review systematically assesses the relationship between digital marketing and young people's attitudes and behaviors towards unhealthy commodities. Literature was identified in June 2017 by searches in six electronic databases. Primary studies (both qualitative and quantitative) that examined the effect of digital marketing of unhealthy food or beverages, alcohol and tobacco products on young people's (12 to 30 years) attitudes, intended and actual consumption were reviewed. 28 relevant studies were identified. Significant detrimental effects of digital marketing on the intended use and actual consumption of unhealthy commodities were revealed in the majority of the included studies. Findings from the qualitative studies were summarized and these findings provided insights on how digital marketing exerts effects on young people. One of the key findings was that marketers used peer-to-peer transmission of messages on social networking sites (e.g., friends' likes and comments on Facebook) to blur the boundary between marketing contents and online peer activities. Digital marketing of unhealthy commodities is associated with young people's use and beliefs of these products. The effects of digital marketing varied between product types and peer endorsed marketing (earned media) may exert greater negative impacts than owned or paid media marketing.
COVID-19 and SMEs Digital Transformation Ramadani, Veland; Istrefi-Jahja, Arta; Zeqiri, Jusuf ...
IEEE transactions on engineering management,
08/2023, Volume:
70, Issue:
8
Journal Article
Peer reviewed
The purpose of this study is to examine the relationship between digital marketing (DM), digital transformation, and brand position and brand promotion in companies of different sizes in Kosovo. ...Partial least square was used to analyze the data collected and structural equation modeling was used to assess the relationship between exogenous and endogenous variables used in the model proposed for the research. The results showed that the DM and the digitalization process of companies had an impact on brand promotion and brand position. The results also showed that social media use was prevalent compared with other marketing channels, and that companies that used DM and invested more in technology had better chances of promoting and positioning their brands. This study provides the literature with a better understanding of the relationship between DM and digital transformation on the one hand and brand position and brand promotion on the other. In addition, this research has practical implications for companies and various other organizations in their efforts to digitize their business and marketing activities.
Purpose
This study aims to introduce the special issue on digital marketing and business-to-business (B2B) relationships. In general, only modest attention has been devoted to the study of ...digitalization in the B2B sector and even less on the importance of the perils and promises of digitalization for B2B relationships. This study’s goal is to help focus scholarly attention on the implications of digitalization on B2B relationships.
Design/methodology/approach
In this conceptual paper, the authors’ approach is to carefully review relevant literature, and to lay out the field of digital marketing and B2B relationships, conceptualizing it for future research.
Findings
The authors find that the following areas are critically important to understanding future trends in digital marketing and B2B relationships: coopetition, value co-creation, B2B branding, servitization, innovation networks, relationship dynamics and power and trust.
Originality/value
The intersection of digitalization and B2B relationships is an under-researched topic. With this paper and the accompanying special issues papers, the authors hope to begin to fill this critical gap.
As 98 percent of shoppers do not make a purchase on the first visit, we study the problem of predicting whether they would come back for a purchase later (i.e., conversion prediction). This problem ...is important for strategizing "retargeting", for example, by sending coupons for customers who are likely to convert. For this goal, we study the following two problems, prediction of market and predictability of customer. First, prediction of market aims at identifying a conversion rate for a given product and its customer behavior modeling, which is an important analytics metric for retargeting process. Compared to existing approaches using either of customer or product-level conversion pattern, we propose a joint modeling of both patterns based on the well-studied buying decision process. Second, we can observe customer-specific behaviors after showing retargeting ads, to predict whether this specific customer follows the market model (high predictability) or not (low predictability). For the former, we apply the market model, and for the latter, we propose a new customer-specific prediction based on dynamic ad behavior features. To evaluate the effectiveness of our methods, we perform extensive experiments on the simulated dataset generated based on a set of real-world web logs and retargeting campaign logs. The evaluation results show that conversion predictions and predictability by our approach are consistently more accurate and robust than those by existing baselines in dynamic market environment.
•B2B model has been slower to adapt to new technological marketing approaches.•The percentage of tokens distributed plays a key role in achieving a low Alexa Rank.•The amount of funds raised plays a ...key role in achieving a low Alexa Rank.•The minimum investment required plays a secondary role in achieving a low Alexa Rank.•The promoter’s country characteristics are less decisive to achieve a low Alexa Rank.
Technology, blockchain, and initial coin offerings (ICOs) have changed the established ways of financing companies and doing business. The changes that affect organizational communications, specifically marketing communications, remain unclear, especially in the context of business-to-business (B2B) organizations. The current trend is for B2B companies to view social media as an optimal way to enhance lasting and valuable relationships with other companies. There is little research on social media marketing strategies by B2B organizations. To fill this gap, this study uses a sample of 57 B2B ICOs completed by December 2019 and qualitative comparative analysis to examine how the combined effect of four conditions related to B2B ICOs (percentage of tokens distributed, amount of funding raised, minimum investment required, and ICO price) and two conditions related to the promoter’s country (institutional efficiency and tax haven status) lead to a low Alexa Rank. While the percentage of tokens distributed and the amount of funds raised play a key role in achieving a low Alexa Rank, the minimum investment required seems to play a secondary role. Moreover, the importance of the characteristics of the B2B ICO promoter’s country depends on both the presence and the value of the conditions related to financial characteristics.
This research investigates whether consumers anticipate any negative financial consequences arising from personalization practices, and examines how individuals respond to messages about its ...financial welfare implications, to see what factors increase blame toward firms for the impact their tactics can have on vulnerable populations. Results from a pilot study show that while privacy risks of personalization are highly accessible, few consider its potential to influence spending behavior. In addition, experimental studies reveal that individuals are more likely to blame firms for increases in teen consumer spending when they learn how online tactics limit and determine consumer choices, compared with when messages focus on firm's use of personal information. Additional studies also introduce a moderator for this effect. Overall, this research highlights limitations in consumers' ability to consider consequences of personalization, and provides guidance for advocates on how to better educate the public about potential issues associated with online marketing tactics.
Dapur Umma is a micro business in the culinary field that produces various bottled chili sauce, dried potatoes and spring rolls and fireworks. Based on the results of the field survey, it was found ...that Dapur Umma had limited problems in marketing its products to the public during the Covid-19 pandemic, where the number of requests that usually came from outside the city fell by up to 60%. This is a problem that cannot be found for a solution because (1) the lack of knowledge about how to promote their products digitally which is interesting and unique and has durability (2) Limited knowledge in financial management to be able to calculate the profit value of the sale of Umma Kitchen. This Community Partnership Program (PKM) aims to help the Umma Kitchen Micro Business which is engaged in the business of chili sauce, dried potatoes and firecracker spring rolls to be able to increase sales value through digital-based marketing and financial management techniques solutions. The final result of this activity can increase the production and marketing value from 45% to 85%.
The ambition of this article is to clarify certain aspects among the more constituent of customer relationship management, the focus is going to be essentially on digital technologies and their ...strong contribution to the emergence of a new era of customer relationship. The basic idea is to explain the importance of digitalization in the creation of a new consumption approach. The universal usage of Internet and the apparition of mobile applications have made it difficult for enterprises to stand out and insure their survival in an environment where the digital is taking a big place. This digital transformation impact the customer behavior in a radical and permanent way. A new marketing is born, “digital Marketing” allowing fast promotion of products and services on the web and placing the customer in the center of its strategic choices.In the actual context of digitalization, enterprises have understood very well the importance of this new ecosystem. To them, it’s all about knowing how digital tools and supports of communication transform relations, and how new consumption practices are imposing to the enterprises to adapt, nay shape the new virtual universe. So it’s all about approving how the omnichannel strategy can be a response to the usage of digital technologies. This reflexion constitutes the base of our research for this article,namely the role of digital technologies in the development of a new customer relationship approach. This allowed us to think more about establishing a link or even an encounter between both of the topics. It’s henceforth creating a link passing from a communication to a relationship logic, in other words, offering the customer new experiences, always more adapted and personalized where digital is in the point of becoming a great relational canal and an initiator lever to the development of client value.
PDF
