While social media sites have been successfully adopted and used in the B2C context, they are perceived to be irrelevant in B2B marketing. This is due to marketers' perception of poor usability of ...these sites in the B2B sector. This study investigates the usability of social media sites when adopted for B2B marketing purposes in the one of world's largest social media market: China. Specifically, by extending the Technology Acceptance Model with Nielsen's Model of Attributes of System Acceptability, we assess the impact of usefulness, usability and utility on the adoption and use of these sites by B2B marketing professionals. The empirical investigation reveals that marketers' perception of the usefulness, usability and utility of social media sites drive their adoption and use in the B2B sector. The usefulness is subject to the assessment of whether social media sites are suitable means through which marketing activities can be conducted. The ability to use social media sites for B2B marketing purposes, in turn, is due to those sites learnability and memorability attributes.
•We examine social media sites' adoption by B2B marketing professionals,•We assess the impact of social media sites usefulness, usability (as well as usability attributes) and utility on social media sites adoption,•The empirical investigation reveals that B2B marketing professionals' perception of usefulness, usability and utility of social media sites drive their adoption and use in the B2B sector,•The perception of social media sites usefulness is subject to the assessment of whether social media sites are suitable means through which marketing activities can be conducted,•B2B marketing professionals' ability to use these sites for marketing purposes is due to those sites learnability and memorability attributes
Firms increasingly follow an “always on” philosophy, publishing multiple pieces of firm-generated content (FGC) every day. Current methodologies used in marketing are unfit to unbiasedly capture the ...impact of FGC disseminated intermittently throughout the day on stock markets characterized by ultra-high-frequency trading. They also neither distinguish between the permanent (i.e., long-term) and temporary (i.e., short-term) price impacts nor identify FGC attributes capable of generating these price impacts. In this study, the authors define price impact as the impact on the variance of stock price. Employing a market microstructure approach to exploit the variance of high-frequency changes in stock price, the authors estimate the permanent and temporary price impacts of the firm-generated Twitter content of S&P 500 information technology firms. The authors find that firm-generated tweets induce both permanent and temporary price impacts, which are linked to tweet attributes of valence and subject matter. Tweets reflecting only valence or subject matter concerning consumer or competitor orientation result in temporary price impacts, whereas those embodying both attributes generate permanent price impacts. Negative-valence tweets about competitors generate the largest permanent price impacts. Building on these findings, the authors offer suggestions to marketing managers regarding the design of intraday FGC.
Location-based augmented reality (AR) games have the potential to transform tourism marketing, yet their proliferation in the tourism sector is limited. On the other hand, full-fledged location-based ...AR games appeal to users, who readily adopt and use them. Although they are not developed to enhance tourist experience, these games facilitate the acquisition of knowledge related to points of interest in urban areas, and their use may entice visitors. This study empirically assesses the impact of full-fledged location-based AR games use on intentions to visit tourism destination, the role of knowledge acquired during the gameplay and factors driving these games adoption. The results of Structural Equation Model (SEM), based on a sample of 461 AR game users, confirm that game usage positively affects visit intentions. Our study reveals that knowledge acquired during gameplay has a statistically significant impact on intentions to visit. Intrinsic and extrinsic motivations have positive effects on knowledge acquisition, but only hedonic motivation affects users' intentions to use AR games.
Digital technologies, including Virtual Learning Environment (VL) and Social Media (SM), are well adopted in the Higher Education (HE) setting, yet little is known about the role these tools play in ...supporting students' achievement of HE goals. This research is the first to examine student efficiency by uncovering the direct links between HE inputs and outputs in consideration of technology use. Building on service productivity theory, a two-phase approach is adopted to empirically examine if VL and SM use enhances students' efficiency in HE goals attainment. The first phase identified a range of HE inputs and outputs perceived by HE students via structured interviews. Through questionnaires, the second phase revealed how technology use changed the input-output transformation. Our findings suggest that students are better off without relying on digital technologies. While VL can enhance students' HE goals achievement with additional inputs, students who use SM are the least efficient. This encourages further work to devise more diligent use of VL and SM under the HE setting.
•Students are the most efficient in achieving HE goal without digital technologies.•VL supports students' HE goal achievement but requires additional resources.•Students who use SM are the least efficient in achieving HE goals.•HE institutions should not over-privilege digital tools especially post-COVID-19.
In the current business and political climate, deliberations concerning international trading agreements and their importance to B2B firms are increasing. Although the volume and value of ...international exchanges are growing, this study reveals that literature exploring issues concerning B2B international business, and particularly the role technological advancements play supporting B2B cross-border trade, is limited. This paper provides an overview of research contributions published in the Industrial Marketing Management (IMM) journal in order to reveal the current state of knowledge, identify research gaps, and propose further research directions. Following a two-stage approach, we reveal that although ‘trade’ is at the heart of IMM research, there is a scarcity of empirical studies examining technological advancements and B2B international, as well as local, trade; some attention, however, has been placed on the exploration of B2B international trade issues. Building on our findings, we propose future research directions.
•Bibliometric analysis were conducted on technological advancements and B2B International Trade•Six clusters of themes of current research studies were identified•Future research directions based on the analysis were suggested
Just be there Karampela, Maria; Lacka, Ewelina; McLean, Graeme
European journal of marketing,
06/2020, Letnik:
54, Številka:
6
Journal Article
Recenzirano
Purpose
In business-to-business (B2B) settings, research on social media sites (SMS) has primarily examined the benefits and challenges relating to their use, as well as factors driving their ...adoption. Recently, attention has turned to the consequences of using SMS in B2B markets. The purpose of this paper is to extend this line of research by investigating the impact of B2B brands’ social media presence, interactivity and responsiveness on customers’ perceptions of four indicators of brand relationship strength (commitment, intimacy, satisfaction and partner quality).
Design/methodology/approach
Data from an online survey (
N
= 200) with customers of UK-based B2B firms were analysed using structural equation modelling.
Findings
The study reveals that a supplier’s presence on Twitter, LinkedIn and Facebook has a positive impact on all four brand relationship strength indicators; interactivity enhances perceived partner quality, while responsiveness positively influences commitment. Differences across the three SMS are also observed.
Research limitations/implications
The research was conducted on a sample of UK-based firms with varying degrees of SMS use that may influence the impact on B2B brand relationship strength.
Practical implications
This study indicates that B2B brands ought to focus primarily on presence on SMS, given its positive impact on brand relationship strength. At the same time, however, B2B brands should be active in responding to customers’ queries on SMS, as well as interacting with them to enhance commitment and perceived partner quality, respectively.
Originality/value
This study contributes to the digital marketing and B2B relationships interface and is the first to examine the role of B2B brands’ presence, interactivity and responsiveness on SMS in enhancing relationships with customers.
The recent rise of big data analytics is transforming the apparel retailing industry. E-retailers, for example, effectively use large volumes of data generated as a result of their day-to-day ...business operations data to aid operations and supply chain management. Although logs of how consumers navigate through an e-commerce website are readily available in a form of clickstream data, clickstream analysis is rarely used to derive insights that can support marketing decisions, leaving it an under-researched area of study. Adding to this research stream by exploring the case of a U.K.-based fast-fashion retailer, this article reveals unique consumer segments and links them to the revenue they are capable of generating. Applying the partitioning around medoids algorithm to three random samples of 10 000 unique consumer visits to the e-commerce site of a fast-fashion retailer, six consumer segments are identified. This article shows that although the "mobile window shoppers" segment consists of the largest consumer segment, it attracts the lowest revenue. In contrast, "visitors with a purpose," although one of the smallest segments, generates the highest revenue. The findings of this article contribute to marketing research and inform practice, which can use these insights to target customer segments in a more tailored fashion.
This study extends literature on e-commerce trust and repurchase intentions by exploring the role of swift guanxi and the perceived effectiveness of institutional mechanisms (PEEIM) in the context of ...a Chinese e-marketplace – Taobao. We explore how Taobao’s social media technologies (online reviews and instant messenger) can improve swift guanxi and PEEIM by increasing online interactivity and presence. We find that buyers’ PEEIM negatively moderates trust in online sellers and repurchase intentions. We show that swift guanxi, created by social media’s interactivity and presence, enhances trust, which further increases repurchase intentions. Theoretical and managerial implications and future research directions are discussed.
Due to an increasing awareness in environmental impact, consumers are more sensitive towards green products when making their purchasing decisions. The young generation, who represents the future of ...our society, seems to have a different attitude and belief which enables them to reflect on their choice of green products. This research empirically examines the influence of ecological affect and ecological knowledge on the green purchasing behaviour of the young generation. A survey was administered to young consumers between the age of 18 and 30. Structural equation modelling was applied to test the hypotheses. The analysis result confirms that the ecological effect and knowledge are significant in determining young consumers' green involvement as well as their actual purchase.
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