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International Journal of Technology Marketing (2 papers in press)
Special Issue on: ICCMI 2018 Special Issue Digital Marketing and Online Consumer Behaviour - The Keys to Developing Modern Enterprises
Food, Internet and neuromarketing in the context of well-being sustainability by Monica Varlese, Rosa Misso, Christiana Koliouska, Zacharoula Andreopoulou Abstract: The aim of this paper is to examine the role of the internet in relation to the potential advantages and limitations arising from the implementation by companies of strategies based on the study of the consumers brain in the field of food choices. While on the one hand neuromarketing helps to better understand, the consumers requests and desires allowing the company to put it at the centre of all its decision-making process, on the other, there is the risk that food companies using power of neuroscience to predict the behaviour of the end user, they will generate in it an excessive dependence on purchase or, negatively affecting his eating habits. Indeed, in a context in which internet have the power to influence the life style of consumer, company can use neuromarketing strategies for e-commerce in order to guiding users to new patterns of food behaviour more healthy, preserving the environment and society. Keywords: internet; neuromarketing; well-being; sustainability; food e-commerce. DOI: 10.1504/IJTMKT.2020.10027494
PROMOTING AGROTOURISM RESORTS ONLINE: AN ASSESSMENT OF ALTERNATIVE ADVERTISING APPROACHES by Chryssoula Chatzigeorgiou, Evangelos Christou Abstract: This paper investigates the differences and conviction effectiveness of three online advertising approaches for agrotourism resorts namely, direct comparative, indirect comparative and non-comparative adverts. The research entails a parallel survey in two culturally diverse countries, employing equivalent and comparative measures. Even though there are some surveys on cross-cultural differences in advertising in general, the persuasion effectiveness of comparative online advertising, taking into account a cross-country environment, has not been investigated; furthermore, online promotion approaches for agrotourism has not been explored in the past. The findings suggest that there are both main and interactive effects of country and online advert type between the two countries under examination, particularly in relation to attitudes toward agrotourism resort brand and future visitation intentions. Based on the findings, it appears that comparative online adverts for agrotourism resorts were generally more convincing than non-comparative adverts, both in the USA and Greece. Keywords: online advertising; agrotourism; agrotourism advertising; cross-cultural perceptions; destination marketing. DOI: 10.1504/IJTMKT.2020.10027495