International Journal of Internet Marketing and Advertising (28 papers in press)
Gamification in a servicescape context: A conceptual framework
by Miralem Helmefalk, Leif Marcusson
Abstract: While gamification has gained in popularity across different research domains, there is still scarce knowledge on gamification in a servicescape context. The little research that exists in this field does not point in any clear direction. However, further investigation of gamification can provide researchers and practitioners with opportunities to further understand, embed and implement gamification into their marketing activities. To solve these issues, this research reviews contemporary servicescape and gamification literature and conceptualizes a framework showing how gamification and its mechanics are linked to the concept of servicescapes and its marketing outcomes. This review highlights gamified mechanics in servicescapes as visible, nonvisible and platform dependent. These are shown to influence cognitive and affective responses such as engagement, motion, flow and emotions, which subsequently have impact on long and short-term marketing outcomes. Theoretical and managerial implications are also discussed.
Keywords: Atmospheres; Customer behaviour; Engagement; Gamification; Marketing; Motivation; Retailing; Servicescape; S-O-R; Value.
The effect of social media and advertising activities on affiliate marketing
by Rainer Olbrich, Carsten D. Schultz, Patrick M. Bormann
Abstract: The study uses data from a service company to analyse if social media and advertising activities affect affiliate marketing results. The data set spans a six month period, registering 611,081 ad impressions, 15,082 clicks, and 2,672 social media messages. The results from affiliates using social media are analysed and then compared to the results of affiliates not using social media. The study adds to the affiliate marketing literature by analysing the used ad media, commission amount, length of partnership, and business focus as campaign variables. Further, it adds to the multichannel literature: Microblogging social media activities of affiliates positively affects the number of ad impressions and to a lesser extent the number of affiliate leads. As social media activities of affiliates affect the results of the affiliate marketing campaign, merchants may include social media data to get a more detailed picture of affiliate activities and performances.
Keywords: advertising; ad impressions; affiliate marketing; business focus; clicks; commission amount; leads; length of partnership; microblogging; multichannel advertising; social media; social media messages; social media reach.
The Complementary Role of Advertising and Electronic Word-of-Mouth for Blockbusters and Low-Budget Motion Pictures
by Guillermo Armelini, Jorge Gonzalez, Julian Villanueva
Abstract: Rooted on Integrated Marketing Communication theory, the main purpose of this paper is to study the complementary role between advertising and Electronic Word-Of-Mouth (eWOM) in motions pictures with high and low investments (i.e. production costs). This distinction is critical for studios because of the risk they face when market the movies. The research question is tested using a novel methodology in experience goods modeling, that endogenize the effect of eWOM, advertising, revenues per screens and screens the main constructs of our study - We apply the methodology to a random sample of 202 movies.
The advertising impact on revenues and eWOM is more critical for high than for low-production budget movies. However, a higher positive effect of advertising on screen allocation is found for movies with lower budgets. We believe, our results have two important implications for managers: From the demand side, advertising affects moviegoers attention after a certain threshold and it has a ripple effect on eWOM. Therefore, marketing campaigns based exclusively on eWOM are unlikely to succeed. From the supply side we found that theater owners consider advertising investments as a signal of quality for movies with a limited production budget.
Keywords: Advertising; Electronic Word-Of-Mouth; movies; social contagion; publicity; threshold effect.
Exploring the Anteceding Impact of Personalized Social Media Advertising on Online Impulse Buying Tendency
by Naa Amponsah Dodoo, Linwan Wu
Abstract: Online impulse buying is a critical factor that can result in desired outcomes for online retailers and advertisers. Personalization is progressively being used in marketing practices on social media. However, largely unexplored is the potential relationship between personalization and online impulse buying tendency on social media. This study provides insights about the significance of personalization on social media as an antecedent of customers online impulse tendency, an especially important topic for online retailers. Specifically, this study develops and tests a conceptual model using different factors to determine the predictive power of perceived personalization of social media ads on online impulse buying tendency. A noteworthy finding from the survey was the positive influence of perceived personalization of social media ads on perceived relevance, which subsequently predicted customers online impulse buying tendency. Results also indicate the impact of perceived personalization on perceptions of value, relevance and novelty of social media ads. Theoretical and practical implications are discussed.
Keywords: personalization; perceived personalization; social media; perceived relevance; online impulse buying tendency.
Engagement and Brand Loyalty Through Social Capital in Social Media
by Mohammad Abuljadail, Louisa Ha
Abstract: This paper examines the process of brand-customer engagement based on the establishment of social capital through social mediaFacebook. An online survey of 576 Facebook users in Saudi Arabia was conducted to examine customer engagement in Facebook. Although individuals indicated that they are more likely to engage in brands Facebook pages if the posts offer more hedonic benefits (e.g., socializing and entertainment) than utilitarian benefits (e.g., coupons and discounts), they are more likely to become loyal to the brand if they receive utilitarian benefits from the brands Facebook page. Many marketers depend on engagement metrics found in the common social media such as likes, shares and comments. But using only those engagement measures will be misleading because the effectiveness of utilitarian content might not be visible as hedonic content for marketers because it tends to generate less likes. Utilitarian content is the one that directly drives brand loyalty.
Keywords: Engagement; social media; Saudi Arabia; social capital; Facebook marketing; brand loyalty; local brands; global brands.
Text me on WhatsApp, lets talk about brands!
The power of mobile word of mouth on mobile purchase intention
by Ismail Erkan, Abdulaziz Elwalda, Mushfiqur Rahman, Seden Dogan, Sinan Nardali
Abstract: The aim of this research is to examine the impacts of MWOM conversations in mobile
messaging applications on mobile purchase intention. With this purpose, we developed a conceptual model based on the Information Acceptance Model (IACM). Data collected from 385 participants were analyzed using Structural Equation Modelling (SEM). The results support the proposed model and provide both theoretical and practical implications for marketers. This study demonstrates that MWOM in messaging applications has a significant positive impact on mobile purchase intention, which in turn affects both social commerce intention and offline purchase intention.
Keywords: mobile word of mouth (MWOM); mobile purchase intention; messaging applications; WhatsApp; Information Acceptance Model.
Consumer Attitudes towards Mobile Advertising: an Updated Vision
by Maria Elena Aramendia-Muneta, Cristina Olarte-Pascual
Abstract: Mobile advertising plays a significant role in the digital world, where consumers respond and react according to the content of the message. The Short Messaging Service (SMS) is one of the mobile phone communication tools marketers use. This research examines the well-known and widely cited paper by Tsang, Ho, and Liang (2004), and replicates their research. We obtained some contradictory results, specifically, we found that the only variable that substantially affected attitude was entertainment. Within the proposed model, attitudes, intentions and behaviour are interconnected, confirming the hypothesis. At the same time, permission-based mobile marketing is on the rise due to high consumer exposure to advertisements. Our findings about mobile advertising have important theoretical and practical, managerial implications.
Keywords: mobile phone; SMS; mobile advertising; consumer attitudes; permission-based; incentives; informativeness; credibility; irritation; entertainment.
DECISION-MAKING STYLES OF YOUNG INDIAN CONSUMERS IN THE CONTEXT OF ONLINE SHOPPING
by Sanjeev Kumar, Rakesh Belwal, Kartikeya Raina
Abstract: The paper examines applicability of Sproles and Kendalls Consumer Styles Inventory (CSI) of young Indian shoppers in context to online shopping. The study was conducted in two phases.Based on sample of 229 decision making styles were discovered using exploratory factor analysis,and further confirmatory factor analysis was carried out to validate the dimensions discovered with an additional sample of 207 students. Six of the original eight factors from CSI were found to be applicable in the Indian sample. Additionally, risk avert and shopping avoiding were identified as two new factors to contextualize the instrument to the Indian situation.
Keywords: Consumer decision-making styles; Online Shopping; Young consumers; ExploratoryrnFactor Analysis; Confirmatory Factor Analysis; India.
THE DEVELOPMENT OF AN IN-HOUSE AFFILIATE MARKETING NETWORK - A CASE STUDY
by Ladislav Beranek
Abstract: The aim of this case study is to present the influence of some organizational and managerial activities on the structure of an in-house affiliate marketing network. The data has been obtained particularly based on interviews with the affiliate marketing manager during a period of over two years. The influence of incentives, monitoring, and enforcement carried out within the operation of in-house affiliate marketing on the evolution of a respective affiliate marketing network is demonstrated. This case study enriches the literature devoted to affiliate marketing by the identification and specification of how managerial activities affect relationships and structure in the affiliate marketing network.
Keywords: E-commerce; Affiliate marketing network; Network structure; Case study.
Exploring the Brand Personalities of Facebook, YouTube, and LinkedIn
by Munya Mutsikiwa, Tania Maree
Abstract: For decades, marketers have applied brand personality to brands and organisations in order to facilitate relationships with consumers. This phenomenon has been studied across different product categories and industries however; it has not been reported for social media brands. Aakers Brand Personality Scale (BPS), rooted in the Big Five Personality Theory, has been the preferred measurement for most studies on brand personality. This research assessed the structure of the BPS across different samples on three social media platforms - Facebook, YouTube, and LinkedIn. The findings indicate that social media brand personalities do not follow the original structure of the BPS.
Keywords: brand personality; consumers; marketing; online; personality theory; social media; social network sites; Facebook; YouTube; LinkedIn.
Are SMEs "cutting corners" on social media marketing? An exploratory study in the Italian context
by Sara Bartoloni, Chiara Ancillai, Federica Pascucci, Gian Luca Gregori
Abstract: The recent rise of social media has presented small and medium size firms with renewed challenges and benefits. Despite the impact of social media on businesses activities has been largely acknowledged, research on their adoption and use by SME is still limited. Therefore, the scope of this study is twofold: bridging a theoretical gap and answering a business problem. In particular, the study aims to analyse social media adoption, level of usage, strategies and barriers in the context of SMEs. Empirical data were collected in two phases: a cross-sectional survey (122 completed questionnaires) followed by a multiple case study analysis of 7 SMEs. The findings show that, despite a high adoption rate of social media, its actual usage often seems to be improvised and lacking of a clear strategy. SMEs seem to be deficient of an adequate organisational structure, skilled human resources and financial resources. A positive relationship between the presence of a marketing function and social media use also emerged.
Keywords: Social media use; SMEs; digital marketing; marketing function; multiple case study; survey.
Exploring the Impact of Brand Selfie on Brand Attitude in the Twittersphere
by Xia Liu, Jeffrey Foreman
Abstract: This paper explores the impact of brand selfie on brand attitude in the Twittersphere. Specifically, the authors examine how brand attitude is influenced by four characteristics of brand selfies: physical attractiveness, emotion, product experience and social influence. The authors used a mixed-methods approach. First, a qualitative study was conducted to identify selfie characteristics that can potentially affect brand attitude. Second, in a quantitative study, multiple regression analysis was performed to examine the empirical impacts of the four selfie characteristics identified in study one. The findings provide insights into the way brand selfies are used in advertising and promotion on social media.
Keywords: Brand selfie; Twitter; Brand attitude.
User Response to e-WOM in Social Networks: How to Predict a Content Influence in Twitter
by Zohreh Yousefi Dahka, *Nastaran Hajiheydari, Saeed Rouhani
Abstract: The purpose of this research is to find influential factors on electronic word of mouth effectiveness for e-retailers in Twitter social media, applying data mining and text mining techniques and through R programming language. The relationship between using hashtag, mention, media and link in the tweet content, length of the content, the time of being posted and the number of followers and followings with the influence of e-WOM is analyzed. 48,129 tweets about two of the most famous American e-retailers, Amazon and eBay, are used as samples; Results show a strong relationship between the number of followers, followings, the length of the content and the effectiveness of e-WOM and weaker relevance between having media and mention with e-WOM effectiveness on Twitter. Findings of this paper would help e-retailing marketers and managers to know their influential customers in social media channels for viral marketing purpose and advertising campaigns.
Keywords: e-WOM; social media; e-retailing; content influence; data mining; electronic word of mouth; Twitter; text mining.
The time-varying effectiveness of customer engagement in social media
by Balamurugan Annamalai, Sanjeev Varshney
Abstract: This paper investigates the time-varying effect of customer engagement behaviour on brand performance in a social media context. Over 350,000 comments were retrieved from car brand owned Facebook pages over 66 months. Customer engagement in social media (Facebook) was measured using composite valence volume metric, with valence estimated through lexicon-based sentiment analysis. The brand performance was gauged through unit sales of the car brand. Change-point analysis identified time variation through shifts in brand life cycle stages. Time-series analysis assessed lead-lag effects of customer engagement on brand performance. Customer engagement in social media brand community leads brand performance during all brand life cycle stages, except the decline stage. The results are consistent with the theory of interpersonal influence, which postulates persuasive engagement is dominant until maturity stage. The work contributes to the fast-growing customer engagement literature by investigating the dynamic customer engagement brand performance relationship in a Facebook brand community context.
Keywords: Customer engagement; Brand performance; Facebook; Sentiment analysis; Time-series analysis.
Identification and prioritization of effective criteria in the selection of outdoor advertising using the AHP technique
by Mohammad Reza Karimi Alavijeh, Amir Aslani Afrashteh, Atefeh Foroozan
Abstract: Nowadays, audiences are exposed to a wealth of information in their environments and therefore, according to the limitation of the audiences' focus, companies intend to attract the attention of audiences who are frustrated by the frequency of advertising in public media through spending optimum expense to their advertising messages. One of the advertising medium that is seen by many audiences in the environment and has become increasingly important in recent decades is the outdoor advertising. Therefore, the purpose of this research is to identify the criteria and factors effective in the effectiveness of outdoor advertising and the ranking of various outdoor advertising in Tehran. The statistical population is the experts of the advertising agencies of Tehran that in the first stage, after identifying 11 effective factors in the effectiveness of outdoor advertising in the literature review, seven important criteria were identified using SPSS software. In the second stage, according to these seven criteria, all types of outdoor advertising were completed by the experts through the paired comparison questionnaires (AHP) and ranked with Expert Choice software. The seven main criteria are: attracting attention with color and size, times of exposure to the audience, being seen in the audience ideal position, the duration of viewing the advertising message by the audiences, the last reminder before purchase, the cost of advertising, the low level of oldness and tediousness of the message. Also, billboard was ranked as the most effective medium for outdoor advertising, street furniture, alternative media and transit were placed in the next order, respectively.
Keywords: Media; Outdoor Advertising; Analytical Hierarchy Process.
Modelling the Impact of Activity in Brand Communities on Loyalty
by Azarnoush Ansari, Arash Riasi
Abstract: Purpose . By using the consumer centric model, this paper is attempting to find how social media based brand communities affect customers loyalty. Design/methodology/approach The statistical society of this research includes all of the followers of the fan page of a commercial bank on Instagram. The data is analyzed using structural equation modelling. Findings The findings revealed that markers of brand community and the customer relationship with the product, brand, and other customers have an impact on brand commitment. It was also found that higher degrees of brand commitment lead to higher degrees of brand loyalty. Practical implications The findings of this study can help marketing managers to have a better understanding of the factors that can directly or indirectly affect brand commitment and brand loyalty in social media based brand communities. Originality/value This is the first study that considers both the consumer centric model and the markers of brand community in order to identify different factors that affect brand commitment and brand loyalty in social media based brand communities.
Keywords: Social Media; Brand Community; Brand Loyalty; Brand Commitment; Consumer Centric Model.
eWOM via Social networking Site: Source versus Message Credibility
by PAYAL KAPOOR, JAYASIMHA K R, ASHISH SADH, Srinivas Gunta
Abstract: New media has brought customers closer, they extensively indulge in eWOM. Unlike Face to Face WOM, which originates from known sources, eWOM on social media may originate from lesser known/unknown sources. Drawing on source credibility theory and persuasion research, aim of this study is to understand the interactive and distinct role of source and message credibility of eWOM towards consumers brand attitude. Brand attitude may be influenced differently by different levels and combinations of source and content (message) credibility. Using the Facebook interface 246 between subject factorial design experiments are conducted. Two way interaction effect of source and message credibility over consumers brand attitude is tested, further one-way Analysis of Variance is tested to examine the varying influence of different levels and combinations of source and message credibility. A significant two-way interaction of source and message credibility moderate brand attitude. Results suggest that different levels and combinations of perceived source and message credibility, on social networking site influence consumers brand attitude inconsistently. Study recommends caution to marketers while selecting online influencers for induced eWOM campaign as believability may be moderated by all the different cues of credibility differently.
Keywords: Social networking site; eWOM; Source credibility; Message credibility; Social media.
A new framework of electronic Word-of-Mouth (eWOM) in social networking sites: System-based approach
by Mona Jami Pour, Zahra Lotfiyan
Abstract: With the advent of social media and online communities, eWOM marketing has gained increasing importance as an effective strategy in reducing the customers' uncertainty, increasing their confidence, knowledge acquisition of social customers as well as increasing their purchase intention. Many businesses have become aware of potential advantages of using WOM marketing approach in social networks. However, despite the appeal of the concept, few studies have been conducted to identify the phenomenon and its driving forces and consequences. Hence, the main aim of current study is to provide a novel framework for eWOM marketing in social networking sites via a system-based approach which simultaneously identifies social WOM antecedents, its dimensions and consequences. To answer the main research questions, a comprehensive literature was reviewed along with focus group method, and then the extracted factors and related measures were evaluated and prioritized by experts. The proposed framework consists of antecedents of WOM marketing in social networking (including individual, organizational and environmental), the dimensions of WOM marketing (the type of eWOM, eWOM components and its activities) in social networks as well as its consequences (consequences for customers and for organizations).
Keywords: WOM marketing; eWOM; social media; system-based approach.
The impact of corporate social responsibility and customer trust on the relationship between website information quality and customer loyalty in e-tailing context
by Hoang Dung
Abstract: This research seeks to investigate the interrelationships among information quality, perceived corporate social responsibility (CSR) with a focus on ethical-legal dimensions, customer trust, and loyalty in the e-tailing context. An empirical survey on 374 online shoppers was conducted and a structural equation model was employed to test the hypothesized relationships. The studys results indicate that information quality has a significant impact on both perceived CSR and customer trust, in turn, perceived CSR and customer trust mediates the relationship between information quality and customer loyalty upon online shopping environment. This study is noteworthy that it provides a new theoretical perspective in explaining the path from information quality to customer trust and loyalty through perceived CSR in e-commerce. The results suggest that managers need to be aware of perceived CSR as a key goal and criteria in designing and evaluating the effectiveness of content marketing strategies.
Keywords: corporate social responsibility; e-commerce; website information quality; customer trust; customer loyalty.
Factors Affecting the Urge of Impulsive Buying on Social Commerce Instagram
by Elvina Susanti Sihombing, Indra Budi, Qorib Munajat
Abstract: The increasing number of Instagram users drives the digital retailers to sell their products through Instagram. In Instagram, users can follow other account which then enable them to receive post updates from other account. Consequently, digital retailer can provide stimuli to their followers through their daily post. Therefore, to improve their sales, it is important for retailers to know what factors can influence impulse buying behavior. This study aims to find those factors which can help digital retailers to improve their sales. This study used quantitative approach with 993 respondents. The data was processed using PLS-SEM in SmartPLS 2.0. We investigated five factors which are visual appeal, variety of product, price attribute, information quality, and components of parasocial interaction. From the result, we concluded that all the factors influence the urge to impulse buying on social commerce Instagram.
Keywords: Impulsive buying; Instagram; PLS-SEM; social commerce.
Investigating the effects of Interaction Satisfaction and Interaction Immersion in Social Media on Customer Value Creation
by Fooziye Shaykhzade, Mohsen Alvandi
Abstract: The increasing number of social media users is a potential area for organizations and firms to
interact with their customers in a more proficient way. This technology can be used as an
effective tool to create interactions between firms and customers. The purpose of this research
is to reveal the importance of satisfaction and immersion in social media brand interactions
and the creation of customer value. This study is considered as an applied, empirical,
descriptive research study. The results show that satisfaction and immersion through social media
interactions create customer value for brands. Both Interaction Satisfaction and Interaction
Immersion have positive effects on customer value creation (CLV, CIV, and CKV). The
findings of this study show the importance of setting social media platforms for brands to
maximize the customer and firm interactions. The more the firms increase their social media
activities and interactions, the better customer value they get.
Keywords: Interaction Satisfaction; Interaction Immersion; Customer Value Creation; Social Media; Internet; Social Networks; Online Marketing.
Mobile customers’ experience and loyalty: A study of tablet gender divergence in Finland
by Sunday Adewale Olaleye, Ismaila Temitayo Sanusi, Jari Salo
Abstract: Customer loyalty consists of many variables that make it work, especially in a retailing context. This study presents the differences between the ways male and female online shoppers use tablets for online shopping. This divergence provides an insight into the customer online shopping experience and their loyalty through the aid of a tablet device. A quantitative methodological approach was employed in the study with a structural equation modelling technique to ascertain the relationships that exist between the constructs. The Statistical Package for the Social Sciences software was employed to conduct a reliability and multicollinearity test. The study reveals tablet commerce gender divergence and the importance of cultural, technological and psychological factors in building a smart customer experience that can ramp up positive attitudes amongst tablet users and build loyalty in online shopping. The study discusses the implications and highlights the limitations of the study.
Keywords: tablet commerce, gender divergence, smart customer experience, loyalty
Special Issue on: ICCMI 2017 New Approaches for Innovative Business in the Era of Internet Marketing and Advertising
Understanding the Role of Personality Traits on Facebook Intensity
by Leonidas Hatzithomas, Nikolaos Misirlis, Christina Boutsouki, Maria Vlachopoulou
Abstract: The present study aims to examine the influence of the five personality traits (extraversion, neuroticism, agreeableness, openness and conscientiousness) on both Facebook usage and users preferences for specific Facebook features. Hierarchical regression analysis was used for hypothesis testing. Survey data from 367 university students in Greece indicate that, agreeable individuals use Facebook to express their orientation to other people rather than to themselves. Extroverts use Facebook as a relationship building mechanism, whereas neurotics strive to bring out the best of themselves. Openness and conscientiousness do not seem to affect significantly Facebook use.
Keywords: Personality traits; Extraversion; Neuroticism; Agreeableness; Facebook Intensity.
The role of Cloud Computing and Citizens Relationship Management in Digital Government Transformation
by Ioannis Nanos, Eugenia Papaioannou, Efthymia Androutsou
Abstract: Cloud Computing is expected to be a fundamental part of e-government strategy in the upcoming years, contributing to the digital government transformation at national, regional and local-municipal levels. Citizens Relationship Management (CiRM) represents a combination of methods and ICT applications used by governments to manage their relationship with citizens. Provided through appropriate cloud computing deployment and services models, CiRM can support governments to adopt a new paradigm shift by viewing and managing citizens as customers, in order to respond quickly and accurately to citizen requests or inquiries and to provide access to e-government services, thus fostering more open, innovative, participatory and trustworthy communities. The paper analyzes the role of cloud computing and citizens relationship management and proposes a theoretical model for the exploration of digital government transformation. Furthermore, it explores the advantages, barriers and challenges that are associated with cloud computing and CiRM in the public sector and suggests appropriate cloud computing models for CiRM deployment.
Keywords: cloud computing; citizens relationship management; e-government; digital transformation.
Attitudes of college students towards online advertisement in social networking sites: a structural equation modelling approach.
by Ioannis Antoniadis, Costas Assimakopoulos, Ioannis Koukoulis
Abstract: Social media and Social Networking Sites (SNSs) are now considered to be an integral part of the marketing mix of firms and organizations across the world. Advertisement in SNSs takes a growing part of the advertising budget, replacing traditional media, due to its characteristics in terms of ROI and interactivity. However, the attitudes of consumers towards advertisement affect the efficiency of advertisements in SNSs as well. In this paper we are examining the attitudes of 512 college students in the region of Western Macedonia towards advertisement in the SNSs. In accordance with relevant literature, 5 main categories of attitudes towards SNSs advertisement are identified, namely information, entertainment, credibility, irritation, value corruption through confirmatory factor analysis, and the effect they have on the attitudes towards advertisement and advertisement value is assesed with the use of a Structural equation model. Our results validate the positive effect that entertainment, information and credibility have in advertisement value.
Keywords: Social Networking Sites; Attitudes; Online Advertisement Value; Greece.
E-marketing and BPA Coordination on Business Strategy
by Nikolaos Katsonis, Michael Sfakianakis, Barbara Myloni, Dimitrios Theoharis
Abstract: Business Processes Automation is part of the general strategy of a company. However, its application can lead to extra resources that can be used for other strategic purposes such as marketing activities. This organizational function can simplify and make the control of marketing actions easier as well as automated processes can also give significant advantages to an organization by making the application of marketing choices and marketing strategy more effective and efficient. Higher and middle management employees, due to their position in an organization, have different perspectives regarding the use and the usefulness of Business Processes Automation. However, the participation, the knowledge and the commitment of both parties is a necessary factor for its success. On the other hand, e-marketing has greatly shaped consumer behaviour and it is a way of gaining competitive advantage against the competitors. The current study aims to detect any possible gaps and issues on the perceptions ofhigher and middle management employees and suggest possible and necessary actions that can ensure the effectiveness of Business Processes Automation and e-marketing strategies on firms performance.
Keywords: Business Process Automation; e-marketing; marketing; strategic planning; business management.
Tracking content marketing performance using Web analytics: Tools, metrics, and data privacy implications
by Julia Maintz, Fabienne Zaumseil
Abstract: This paper first compiles content marketing metrics based on an analysis of content marketing goals. Subsequently, current Web analytics tools are reviewed for their potential to support the introduced content marketing goals and associated metrics. This results in an overview of content marketing metrics and additional informative dimensions which can be tracked by Web analytics tools. The tracking of the described metrics and additional informative dimensions is discussed with respect to data privacy. For this discussion, the European General Data Protection Regulation to be enacted in May 2018 serves as reference framework. The findings of this study are based on interviews with eight experts working as chief digital officers and digital managers of multinational enterprises as well as managing directors and content strategists of leading media agencies. Moreover, tools and features of current Web analytics tools have been studied and compared, in order to realize this study.
Keywords: big data; content marketing; data privacy; European General Data Protection Regulation; marketing analytics; marketing metrics; personal data; pseudonymisation; semantic search; Semantic Web; social graph; social media; social search; Web analytics; Web analytics tools.
The Effect of Online Video Advertising Design on Online Shopping Goals: an Experiment based on Gender (Case Study: DigiKala Company)
by Morteza Moharami, Faramarz Tahmaseb
Abstract: The present study is aimed at studying the effect of online video advertising design on online shopping goals (an experiment based on gender) in DigiKala Company. The method applied in this study is descriptive survey method. Statistical population in this study consists of all customers of DigiKala Company. Sample size was determined to 384 people using Cochran formula and sampling method in this study is simple random sampling. The data used in this study was collected using library and field methods and the instrument used in this study is questionnaire. Reliability of questionnaire was obtained to 0.894 using Cronbach's alpha and validity of the questionnaire was confirmed using content and construct validity. The data analysis was done using Lisrel software and using statistical tests and descriptive and inferential statistics. The results obtained from this study showed that visual designation of web advertisements can have positive and significant effect on attitude to advertisements, attitude to brand and customer intention for online shopping. Moreover, the effect of attitude towards web ads on customer intention for online shopping is positive. Moreover, attitude towards brand can have positive effect on customer intention for online shopping.
Keywords: online video advertising design; attitude to advertisements; attitude to brand; customer intention for online shopping; DigiKala.