International Journal of Technology Marketing (6 papers in press)
Online Trust and the Importance of Interaction
by Panagiota Papadopoulou, Panagiotis Kanellis
Abstract: Studies show that customers abandon transactions within an online store as they lack trust to proceed to the next interaction stage. Understanding how trust is built during an interaction, as it progresses in stages, is critical for facilitating online vendors in their effort to retain or enlarge their customer-base. In this paper, we investigate the relationship between customer interaction stages and trust in terms of distinct beliefs in an online vendor. We analyse customer interaction into three discrete stages and empirically examine the effect of each stage on trusting beliefs. Our findings show that each interaction stage has a different trust-building effect influencing a specific trusting belief. The study makes an additional contribution to the field by examining the e-vendors reputation and the customer satisfaction from the interaction as antecedents of each trusting belief. Theoretical implications and practical considerations for building trust are presented.
Keywords: trust; trust in online vendor; trusting beliefs; trust building;
e-commerce; electronic commerce; e-commerce interaction; customer promise
fulfillment; online vendor; online consumer behaviour.
Special Issue on: Marketing Communications Technology Revisited its Future and Applications
Advertising awards: A message strategy analysis of digital ads.
by Ioanna Yfantidou, Kyriakos Riskos, George Tsourvakas
Abstract: In anticipation of increasing interest in digital advertising, the present study examines the message strategy of digital Clio award-winning advertisements over a period of nine years. A sample of 291 digital ads (including TV, film, social media, mobile and Facebook ads) from Clio Awards was content analysed. The results indicate that the ritual view is dominant across all organisational types and product categories regardless of the country of origin. However, the finding supports that award winning marketers prefer to either alter consumers social profile or advertise rational information for their products.
Keywords: advertising; Clio Awards; international marketing; message strategy; digital advertising.
Special Issue on: Marketing Communications Technology Revisited, its Future and Applications
Communication Does Matter: A Literature Review Approach on Integration in the NPD process.
by Thomas Fotiadis
Abstract: Integration has been the subject of extensive research, due to its central role as a critical factor for success in the launching of new/innovative technological products. The intense research activity particularly with respect to its application in the marketing and R&D departments of high-tech companies is inferred principally as the result of the turbulent and volatile environment and as a chain-reaction of the very demanding conditions that characterise the sector. This article assumes a literature review approach which, in a compact yet fairly integrated manner, delimits the concept of integration and describes the framework of the sectors idiosyncrasies in order to provide the necessary conceptual building stones that comprise the models frameworks developed and adopted so far and their respective implications, regarding the integration of the two key functional departments marketingand R&D.
Keywords: Integration; new product development; high tech; innovation; NPD process.
Metaphors in moving images: the effect of metaphor order on message elaboration, ad comprehension, and product attribute beliefs
by LAMPROS GKIOUZEPAS
Abstract: Marketing research has just started to explore metaphor in commercials. The present article builds upon metaphor and visual rhetoric theory in order to theorise and examine metaphor order in the realm of moving images. This study demonstrates that animated video ads that employ a linguistically counter-intuitive metaphor order, such as that a source visual object appears before a target product, increase message elaboration, but they also become more difficult to understand. Further, metaphor order interacts with the conceptual metaphor underlying an ad claim. Ad claims that are consistent with a container conceptual metaphor were found to be more persuasive when the source object appears to be metamorphosed into the product whereas ad claims consistent with a delivery metaphor were more persuasive when the product appears to be metamorphosed into the source object. The present article concludes by discussing the implications of these findings and highlights the importance of rendering visual dimensions psychologically meaningful.
Keywords: Visual metaphor; metaphor order; moving images; advertising; elaboration; comprehension; persuasion; product attribute beliefs .
Communicating and developing relationships through Facebook: The case of Greek Organizations
by Iordanis Kotzaivazoglou
Abstract: Facebook can be an effective public relations tool. Through it, an organisation can communicate and develop relationships with its stakeholders. The related research, however, is still limited and confined to US organisations. Moreover, there are no studies comparing Facebook use as between profit and non-profit entities. This paper aims to help fill this gap, drawing insights from the Greek reality. Its purpose is to record the differences in how: a) Greek profit and non-profit organisations; b) Greek and equivalent US organisations, use their Facebook page as a public relations tool. The method used is that of content analysis in 233 organisations, 118 profit and 115 non-profit. The study concludes that the differences between Greek profit and non-profit organisations mainly concern user involvement. It also shows that in general Greek organisations make more efficient PR use of their Facebook page than their US counterparts.
Keywords: Public relations; Facebook; Greek organizations; profit organizations; nonprofit organizations; communication; relationship development.
Physical Web Atmospherics: Utilizing Internet of Things to Conceptualize Store Atmosphere in Omnichannel Retailing
by Chris Lazaris, Adam Vrechopoulos, Georgios I. Doukidis
Abstract: The evolution of multichannel retailing in the form of omnichannel retailing (omniretailing), dramatically alters the retailing landscape. In parallel,
physical web, a Bluetooth beacons approach to the internet of things (IoT) aims at revolutionising omniretailing, transforming it to physical web retailing. As a result, traditional store atmosphere is enhanced with online atmospheric cues,
which create a multichannel environment that provokes several research questions and produces important managerial implications. The study proposes conceptual frameworks of the omnichannel retailing store atmosphere (ORSA) and physical web atmospherics based on the S-O-R model paradigm, in order to hypothesise that the presence of physical and web atmospheric cues in physical stores, which seamlessly integrate with each other (social-local-mobile settings), affects consumers behaviour in a synergistic manner. The validation of the dominance factor and the flow state in such environments could possibly indicate a shift to consumers perceived sense of control in traditional stores.
Keywords: omnichannel retailing; internet of things; IoT; physical web;
Bluetooth beacons; store atmosphere; S-O-R; flow; dominance;
social-local-mobile; SoLoMo; literature review; proximity marketing;
eddystone beacon; consumer behaviour.