Advances in Digital Marketing and eCommerce (eBook)

Preface 6
Contents 8
Marketing and Advertising: Trends of the Sector 11
Abstract 11
1 Introduction 11
2 Methodology 12
3 Results 13
4 Conclusions 16
Acknowledgement 17
References 17
Influence of Social Networks on Responsible Behaviour by Smart Tourists 19
Abstract 19
1 Introduction 19
2 Literature Review 20
3 Research Framework and Hypotheses 22
4 Empirical Study and Methodology 23
5 Data Analysis and Discussion 23
6 Conclusion and Implications 25
References 26
Information Use Under Quality Uncertainties and Its Impact on the Digital Goods Production 27
Abstract 27
1 Introduction 27
2 Data and Methodology 29
2.1 Conceptual Framework 30
2.1.1 Short-Term Performance 31
2.1.2 Long-Term Performance 31
2.1.3 User Side Perception 31
3 Empirical Test and Findings 32
4 Contribution and Conclusions 33
References 33
Impacts of Blockchain Technology in Marketing 35
Abstract 35
1 Introduction 35
2 Blockchain 36
3 Blockchain in the Marketing Channel 36
4 Blockchain to Reduce Advertising Fraud 37
5 Blockchain for Incentivized Referrals 38
6 Going Forward 38
References 39
Brand Anthropomorphism and Brand Voice: The Role of the Name-Brand Voice Assistant 41
Abstract 41
1 Introduction 41
2 Brand Anthropomorphism and Brand Voice 42
3 Methodology 43
4 Findings 44
4.1 Developing the Human-Like Brand Voice 44
4.2 Developing the Human-Like Consumer-Brand Dialogue 45
5 Conclusion 47
References 48
Consumers’ Online Institutional Privacy Literacy 50
Abstract 50
1 Introduction – the Issue of Consumer Privacy 50
2 Surveillance Capitalism 52
3 Absence of a Social Contract 53
4 Consumer’s Online Institutional Privacy Literacy 54
5 A Question of Ethics 54
6 Conclusion 55
References 55
Social Media and Omni-Channel Strategies in the Tourism Industry: An Analysis of Club Med 57
Abstract 57
1 Introduction 57
2 Literature Review 58
3 Research Question and Methodology 59
4 Results 60
4.1 Overview of Club Med 60
4.2 Omni-Channel Strategies in Tourism 60
4.3 Social Media as Touchpoint 61
5 Discussion and Conclusion 63
References 63
Business Is Business: The Difference in Perception of Influencer’s Morality Between Generation Y and Z 66
Abstract 66
1 Introduction 66
2 Sample and Methodology 67
3 Results 68
4 Conclusion 69
Acknowledgements 70
References 70
Types of Electronic Word-of-Mouth and Their Impact on Consumer Attitudes 72
Abstract 72
1 Introduction 72
2 Literature Review and Hypotheses 73
3 Methodology 75
4 Results 76
5 Conclusion 77
References 78
The Drivers of Video Popularity on YouTube: An Empirical Investigation 80
Abstract 80
1 Introduction 80
2 Factors Impacting Online Video Popularity 81
2.1 Linguistics Style 81
2.2 Video Category 82
2.3 Control Variables 82
2.4 Study Model 82
3 Methodology 83
4 Results 85
5 Discussion 87
References 89
A Tale of Two Social Influencers: A New Method for the Evaluation of Social Marketing 90
Abstract 90
1 Introduction 90
2 Method 91
2.1 Data Collection 92
2.2 Sentiment Analysis 93
2.3 Word Cloud Analysis 93
2.4 Network Analysis 94
3 Results 94
4 Discussion 98
References 99
Unanticipated Consequences of Interactive Marketing: Systematic Literature Review and Directions for Future Research 101
Abstract 101
1 Introduction 101
2 Literature Search Method 102
3 Literature Synthesis 102
3.1 Consumer-to-Consumer and Consumer to Company Communication 103
3.2 Impact of Social Influencers and Online Buzz 103
3.3 Impact of Online Advertisement 104
3.4 Impact of Social Media Marketing 104
3.5 Impact of Mobile Advertising 104
3.6 Adoption and Use of New Technologies by Companies 105
3.7 Consumer Empowerment 105
3.8 Complain Handling 105
3.9 Co-creation 106
4 Limitations and Directions for Future Research 106
5 Conclusion 107
References 107
Consumer Adoption of Online-to-Offline Food Delivery Services: A Conceptual Model 109
Abstract 109
1 Introduction 109
2 Selection of the Relevant Consumer Studies with O2O-FDS 110
3 The Conceptual Model for Consumer Adoption of O2O-FDS 111
3.1 Food Choice Motives and the O2O-FDS Adoption 112
3.2 Innovation-Adoption Characteristics and the O2O-FDS Adoption 113
3.3 Socio-demographics and the O2O-FDS Adoption 113
3.4 App-Service Quality and the O2O-FDS Adoption 114
4 Conclusion 114
References 115
Role of Digital Relationships in the Marketing of Higher Education: An Exploratory Analysis from New Zealand 116
Abstract 116
1 Introduction to Relationship Marketing Paradigm 116
2 Educational Tourism and Online Marketing 117
3 Methodology 118
4 Relationship Marketing Strategies for Educational Exports 119
5 Conclusion 122
References 122
Digital Marketing Strategies in Educational Tourism: A Social Media Perspective 124
Abstract 124
1 Social Media Marketing and Educational Tourism 124
2 Argument Quality and Source Credibility 125
3 Audience Engagement and Involvement 126
4 Methodology 127
5 Key Findings and Implications 128
References 130
Extension of META-UTAUT for Examining Consumer Adoption of Social Commerce: Towards a Conceptual Model 132
Abstract 132
1 Introduction 132
2 Literature Searches 133
3 Dominant Theories of Social Commerce Adoption 133
4 Theoretical Model Selection 134
5 Model Extension and Hypotheses Development 135
5.1 Trust 136
5.2 Perceived Risk 136
6 Conclusion 136
References 137
The Effect of Web Advertising Visual Design on Online Purchase Intention: Insights on Generations Y and Z 140
Abstract 140
1 Introduction 140
2 Literature Review 141
2.1 Cohort Theory: Generations Y and Z 141
2.2 Social Media, Attitudinal Responses, and Purchase Intention 142
2.3 Web Advertising Visual Design (WAVD) 142
3 Model and Hypotheses 143
4 Method 144
5 Results 145
6 Discussion 147
7 Conclusion 148
Acknowledgments 148
References 148
Optimizing the Digital Customer Journey – Improving User Experience by Persona-Based and Situation-Aware Adaptations 151
Abstract 151
1 Introduction 151
2 Related Work 152
2.1 Business Intelligence in E-Commerce 153
2.2 Persona-Based Design 153
2.3 Context- and Situation-Awareness 154
3 From Personas to Situation-Aware Adaptations 155
4 Conclusion and Future Work 157
References 157
Influence of Source Credibility on Search for Information 159
Abstract 159
1 Introduction 159
2 Data 160
3 Results 161
4 Conclusion and Discussion 161
References 162
Assessing the Determinants of Millennials’ Online Protective Behavior: How Their Protection Motivation Translates into Actual Use Behavior 163
Abstract 163
1 Introduction 163
2 Protection Motivation Theory 164
3 Reasoned Action Approach 165
4 Development of the Research Hypotheses 165
5 Methodology 167
6 Results and Discussion 168
7 Conclusion 170
Acknowledgments 170
References 170
The Effect of App Quality and Compatibility on Consumers’ Omnichannel (OC) App Adoption and Loyalty: Comparison of US and Korean Consumers 173
Abstract 173
1 Introduction 173
2 Literature Review and Model Development 175
2.1 Perceived Quality of Omnichannel (OC) App 175
2.2 Perceived Compatibility 176
2.3 TAM Variables 177
3 Research Methodology 178
4 Data Analysis and Results 180
4.1 Reliability and Validity of the Model 180
4.2 Hypothesis Testing 182
5 Discussion and Implications 183
5.1 Theoretical Implications 183
5.2 Managerial Implications 184
6 Limitations and Future Research 184
Appendix A 185
References 186
Optimising Customer Engagement Through Digital Intelligence 189
Abstract 189
1 Introduction 189
2 Digital Marketing Intelligence (DMI) 190
3 Knowledge Management (KM) 191
4 Customer Online Behaviour 192
5 Customer Engagement 193
6 Managerial Implication 193
7 Conclusion 194
7.1 Further Research 195
References 195
Amazon Effect? An Analysis of User-Generated Content on Consumer Electronics Retailers’ Facebook Pages 198
Abstract 198
1 Introduction 198
2 What Is Amazonification? 199
3 Methodology 200
4 Preliminary Findings 200
5 Future Research 202
Acknowledgements 202
References 202
Daily Active Users of Social Network Sites: Facebook, Twitter, and Instagram-Use Compared to General Social Network Site Use 204
Abstract 204
1 Introduction 204
2 Research Questions 206
3 Methodology 207
3.1 Sampling 207
3.2 Usage Measure 207
4 Results 208
4.1 GSNS Versus Specific SNS 208
4.2 Individual Differences in SNS Usage 209
5 Discussion, Implications, and Limitations 210
References 211
Surfing the Waves of New Marketing in Luxury Fashion: The Case of Online Multi-brand Retailers 213
Abstract 213
1 Introduction 213
2 Digitalization and Luxury Fashion: Key Players in Retailing 214
3 Methodology 216
4 New Marketing of Online Multi-brand Retail: The LVR Case 216
5 Conclusions 219
References 219
Sales Model Based on the Behavior on Facebook 221
Abstract 221
1 Introduction 221
2 Facebook Audiences - Whom, When and What to Show? 222
3 Seven Phases of Sales on Facebook 223
4 Conclusion 227
References 227
Author Index 229