On the Internet, electronic tribes structured around consumer interests have been growing rapidly. To be effective in this new environment, managers must consider the strategic implications of the ...existence of different types of both virtual community and community participation. Contrasted with database-driven relationship marketing, marketers seeking success with consumers in virtual communities should consider that they: (1) are more active and discerning; (2) are less accessible to one-on-one processes, and (3) provide a wealth of valuable cultural information. Strategies for effectively targeting more desirable types of virtual communities and types of community members include: interaction-based segmentation, fragmentation-based segmentation, co-opting communities, paying-for-attention, and building networks by giving product away.
Cultural factors such as ethnocentrism and cultural stereotypes also play a prominent role in consumers' perceptions of brands. This paper examines the impact of ethnocentrism on the image of Turkish ...textiles and the purchase intention of these goods among Isfahan and Tabriz citizens. The population of this research is residents of Isfahan and Tabriz cities. This study's hypotheses are examined using structural equation modelling through PLS software. The results showed that ethnocentrism has a significant relationship with the product image, but these results were inconsistent in Isfahan and Tabriz cities. On the other hand, the relationship between ethnocentrism and the cognitive image was confirmed. However, the result was not approved for the affective image in both cities either.
The best way to waste a lot of time with your marketing efforts is to generate ideas on what to do next on your own, in a vacuum, without getting feedback. This is the mistake most advisers make -- ...they think they find a great marketing idea and want to try it. They do an excellent job executing, except for one fatal flaw: they try to guess what their target market wants. They spend a lot of time brainstorming and wondering what to write in a blog post, or record for a video or podcast, or how to host an event. The best way to create a marketing campaign that resonates with the right people is to understand the following about your audience: 1. demographics, 2. pain points and challenges, 3. needs, desires, and goals, 4. preferences and habits and 5. objections.
With the goal to improve the effectiveness and impact of communication messages delivered by social marketers, this research focuses on understanding variables that may be relevant in developing ...effective social marketing messages for the substantive domain of disposable plastic bottled water consumption. The authors examine the affective states associated with different stages of consumer change related to wasteful repetitive consumption behavior (i.e., disposable plastic bottled water consumption). With two empirical studies, the authors identify guilt, hope, pride, and optimism as relevant triggers of increased intent to manage personal consumption in pursuit of a desirable social outcome (i.e., reduction of disposable plastic bottled water consumption). While guilt, hope, and pride are relevant self-referential emotions to initial stages of change (Study 1), optimism is a principal construct in motivating people to adopt and maintain the behavior over time (Study 2). These results have valuable theoretical and practical implications for social marketers and public policy makers.
In Malaysia, housing providers affect the planning system as housing industry constantly evolves to meet homebuyer needs. Generation Y has exhibited dissimilar housing needs compared to Generation X ...and Baby Boomer. Thus, housing developers seek to identify the current needs for young homebuyers to avoid experiencing unsold properties. This research aims to identify the fundamental housing needs and psychographic characteristics towards their housing preferences and future planning demands. A quantitative survey was used for collecting data and a statistical analysis was performed to evaluate research outcomes. This research will help local housing developers to understand Generation Y needs and preferences for the future housing demand.
Purpose
Market orientation and positioning have been widely recognized as organizational metrics linked to hotel performance. The purpose of this study is to offer the link among market orientation, ...positioning and hotel performance in Ghana’s (luxury) hotel sector. It also reports on the joint influence of market orientation and positioning on hotel performance in the same sector.
Design/methodology/approach
Three hypotheses were investigated on the link between market orientation and hotel performance, positioning and hotel performance, and the joint effect of market orientation and positioning on hotel performance. A survey of star-rated (luxury) hotels in the capital city of Ghana was used. One hundred and five responses were used in the analysis. Descriptive statistics, exploratory factor analysis and hierarchical regression were used to test the three hypotheses.
Findings
All hypotheses were accepted. Market orientation and positioning jointly affect hotel performance, and the study provides hotel managers with suggestions on how to enhance their performance via market orientation and positioning.
Research limitations/implications
Market orientation, positioning, and performance measures focused on management perspectives without including perceptions of customers.
Originality/value
This study is one of the few attempts to systematically investigate the intertwined concepts of market orientation, positioning and performance in a developing economy hospitality context.
Purpose
– The paper aims to examine the impact of customer-generated negative online reviews on hospitality employees and businesses. It introduces the concept of negative online review stress, or ...NOR_Stress (occupational stress due to being targeted by negative online reviews), and present strategies for researching and managing the impact of negative online reviews.
Design/methodology/approach
– This conceptual paper sets forth a framework, based on the stress, services and hospitality literature, within which negative online reviews, NOR_Stress, and their impact on individuals and businesses can be understood. Aspects of the framework are illustrated by application of online archival material.
Findings
– The paper demonstrates how negative online reviews can have adverse and diverse effects on restaurant industry employees and businesses.
Research limitations/implications
– The paper sets out a research agenda relating to negative online reviews and NOR_Stress causes, consequences and countermeasures. Multiple research questions are posed, to be investigated through a combination of qualitative, survey and experimental methods.
Practical implications
– Four types of countermeasures are presented: preventative, protective, positive and palliative.
Social implications
– Negative online reviews can exact a hefty toll, potentially resulting not only in reduced customer patronage and company profitability but also in human and social consequences in the form of adverse stress reactions, loss of face and damaged personal and professional relationships.
Originality/value
– Negative online reviews have proliferated over the past decade and will continue to grow. This paper is the first to critically examine the human and business impacts of this growing threat to the hospitality industry.
This study examined the relations of nativity, language, and neighborhood context to pregnancy norms among U.S. Hispanic teens. We used data from a sample of 972 Hispanic females and 960 Hispanic ...males from Waves I and II (1994-1996) of the National Longitudinal Study of Adolescent to Adult Health (Add Health) collected in eighty high schools and fifty-two middle schools across the country. Results indicated that nativity, language, and neighborhood context were related to Hispanic teen pregnancy norms, although these relationships varied by gender. Specifically, foreign-born, non-English speaking females and those who lived in immigrant neighborhoods held stronger norms against unmarried teen pregnancies compared to English speakers and/or lived elsewhere. Yet, no relationship was demonstrated for males. The results of this study suggest an immigrant advantage related to female teen pregnancy norms, and that context matters in the formation of pregnancy norms for Hispanic females.
Purpose - The aim of this study is to investigate the market status for online mobile banking in China. With the recent and forecasted high growth of Chinese electronic banking, it has the potential ...to develop into a world-scale internet economy and requires examination.Design methodology approach - The demographic, attitudinal and behavioural characteristics of online and mobile bank users were examined. Respondents from six major Chinese cities participated in the consumer survey.Findings - The results showed Chinese online and mobile bank users were predominantly males, not necessarily young and highly educated, in contrast with the electronic bank users in the West. The issue of security was found to be the most important factor that motivated Chinese consumer adoption of online banking. Main barriers to online banking were the perception of risks, computer and technological skills and Chinese traditional cash-carry banking culture. The barriers to mobile banking adoption were lack of awareness and understanding of the benefits provided by mobile banking.Originality value - This study offers an insight into online mobile banking in China, which has not previously been investigated. Distinct differences and common trends between Chinese and other countries were observed with clear indication of marketing strategy to be deployed by the service providers.
This study examined the barriers to success and sources of assistance available for U.S. Hispanic female entrepreneurs. The goal of this research was to identify the problems, determine the source of ...solutions and then provide advice for the success of Hispanic female entrepreneurs. Our findings indicate that major barriers to success included a lack of capital and lack of marketing knowledge. In addition, our findings suggest that Hispanic female entrepreneurs turned to family members for assistance, rather than other sources of assistance. We advise that a break from this traditional behavior in seeking assistance is warranted. We provide suggestions for practitioners, researchers, and advisors in the form of three propositions.
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