International Journal of Technology Marketing (10 papers in press)
Towards BYOD (Bring Your Own Device) marketing policy
by Konstantinos Giotopoulos, Constantinos Halkiopoulos, Dimitrios Papadopoulos, Hera Antonopoulou
Abstract: Mobile technologies have brought the world of entrepreneurship in new challenges and perspectives by the establishment of a solid framework for the deployment of mobile hardware. The demand for mobile applications supporting the day-to-day office work provides the possibility to transfer work from PC to mobile terminals, realising the bring your own device (BYOD) policy. BYOD as one of important mobile office modes has received the academias extensive attention in recent years. Contemporary methods deploy BYOD in several phases and stages like offline-online mobile office and intelligent mobile office. Towards this, BYOD has been introduced in sectors such as education, health, office mode, etc. The purpose of the specific paper is to introduce a BYOD policy concept in marketing based on high-end technological IT solutions. Through this research work a system framework will be defined aiming to combine technological trends with wireless marketing strategies integrating BYOD features.
Keywords: information systems in marketing; bring your own device; BYOD; marketing; mobile signage.
Do Reductions in Switching Barriers in The US Mobile Service Industry Affect Contract and No-Contract Customers Differently?
by Goitom Tesfom, Nancy Birch, Jeffrey Culver
Abstract: In the past four years, the US mobile phone service industry has implemented changes related to product offerings and competition strategies. Mobile phone service providers have shifted from contract to no-contract plans, separated devices from service costs and begun challenging switching barriers by offering to refund the financial costs of potential switchers. This study examines customers' perceptions of contract and no-contract mobile phone service plans regarding the impact of switching barriers on their decisions to change providers. Consistent with previous research, the study finds that contract and no-contract mobile phone service customers differ significantly in their perceptions of relational benefits, switching costs and availability and attractiveness of alternatives. However, in contrast with previous research, the study observes no significant differences in the length of time they intend to wait before switching and their perceptions of providers' effort to recover a service. Implications of the findings for theory and practice conclude.
Keywords: Mobile phone service; Service Retailing; Switching barriers; Consumer perceptions.
Proximity Marketing in Banking: Lessons from Retail and Entertainment Industries
by Anna Margulis, Harold Boeck, Nataly Levesque
Abstract: Ubiquitous technologies such as radio frequency identification (RFID) are increasingly being used by organisations to enhance customer experience. This study aims to discover new opportunities to improve customer experience in banking with ubiquitous technologies. The following steps were taken. We determined if and how RFID is being used in the banking industry to enhance customer experience by analysing case studies based on secondary data. We then compared these findings with cases from the entertainment and retail industries as these industries are leading the way in improving customer experience with proximity marketing strategies. The study found only three banking cases where RFID is used to improve customer experience. Our analysis indicates that banks mainly use RFID technology to increase service efficiency and customer convenience and that the potential offered by this
innovation is clearly underutilised.
Keywords: proximity marketing; radio frequency identification; RFID,customer experience; banking; retail; entertainment.
Technology-Based Marketing Strategies Through the Consumer Lens: How Might Perceptions of Ethicality and Effectiveness Interrelate?
by Roger Brooksbank, Sam Fullerton, Steven Miller
Abstract: Today, digital technologies are being routinely incorporated within most companies marketing strategies, and ongoing advancements mean that marketers are increasingly challenged as to which ones to deploy to best effect. Yet little research has sought to investigate the use of these technologies from a consumer perspective. Hence, a sample of 967 residents of the USA provided their perspectives in relation to 18 technology-based initiatives along two separate constructs: their ethicality according to societys moral norms, and their effectiveness as a mainstream marketing tool. This study focuses on measuring these constructs in order to explore how they might interrelate. Results indicate a wide spectrum of opinion as to what constitutes an ethical as well as an effective initiative and that, in general, the two constructs
are positively correlated albeit not in equal measure on each scale. Findings further suggest the potential existence of three sub-dimensions of the ethicality- effectiveness correlation dyad.
Keywords: consumer perspectives; effectiveness; ethicality; technology-based marketing strategies.
An empirical study of factors determining wearable fitness tracker continuance among actual users
by Kokil Jain, Isha Sharma, Gurinder Singh
Abstract: Wearable fitness devices have been gaining popularity among fitness conscious consumers. This study uses the theory of planned behaviour, expectation - confirmation theory and regulation of motivation to explore the factors governing the intention to continue using wearable fitness tracker (WFT) among its users. In addition, the study proposes to explore the effect of healthology and gadget love which were both found to have a positive influence on attitude towards WFTs. The data was collected from 263 respondents through a survey and proposed model was designed using Structural Equation Modelling and tested using AMOS21. The results suggest attitude to be the strongest predictor of WFT continuous usage. Perceived behavioural control, satisfaction and regulation of motivation also significantly affect intention to continue using WFT. The results do not suggest any significant influence of subjective norms, implying that usage continuance can be a self determined behaviour.
Keywords: theory of planned behaviour; wearable fitness technology; expectation-confirmation; satisfaction; regulation of motivation; continuous usage intention.
Special Issue on: IJTMkt ICCMI2017 Effective Use of Technology in Companies Marketing Dynamics
Viral Advertising: Message quality, trust and consumers intention to share the content in Social Media.
by GEORGIOS TSEKOUROPOULOS
Abstract: This study aims to determine the factors that affect the intention of viewers to share viral advertising messages. The dissertation starts with the review of the available literature, following by the research methodology, the data analysis and the conclusions. A 2
Keywords: Viral Marketing; Social media; message quality; strategic choices.
A knowledge engineering framework for intelligent targeting of online video advertisements
by George Stalidis
Abstract: One of the newest and most promising media employed by digital marketing is the distribution of advertising video spots through social media and popular websites. This paper addresses the problem of optimising the effectiveness of such video ads by using intelligent technologies which improve the matching between ads and targeted audience. Multidimensional data analysis methods are applied to discover relations among video ad characteristics, audience characteristics and the resulting effectiveness of the ads, thus extracting knowledge on how certain design features, such as music, scenario and humour may affect aspects of the ad effectiveness. The analysis findings are introduced in a knowledge-based tool so that an inference engine
can automatically match selected ads to target audiences for which high prospects of success are predicted. The paper presents the analysis and knowledge engineering methods, as well as results of a small-scale application.
Keywords: video advertisement; knowledge engineering; correspondence analysis; knowledge modelling; advertisement effectiveness; intelligent marketing.
Special Issue on: Marketing in the E landscape Models Concepts and Practices
Measuring and managing organisations' social media climate: the social media climate index
by Isabelle Hillebrandt, Björn S. Ivens, Janice Molloy, Hellen Oppelt, Philipp A. Rauschnabel
Abstract: Social media has a huge impact on companies. One core challenge is the management of a social media climate, that is, employees' perceptions of an organisation's values, norms, beliefs, and attitudes regarding social media. Yet, not much is known how social media climate is conceptualised, how it can be measured, and how an organisation's culture and social media climate relate. A core contribution of this paper is a measurement scale that can be used in academic research and as an audit tool for managers.
Keywords: social media climate; social media climate index; SOMECLIX; social media marketing; social media culture.
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-vendor's 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 fulfilment; online vendor; online consumer behaviour.
International expansion of retailers: the role of technical expertise, alliances and allocation of resources in economic crises
by Eunyoung Sung, Tia Goebel
Abstract: Economic downturns are often viewed as threats to prosperity and the challenges they can pose for international retailers are well documented. However, the potential opportunities of economic downturns are less well understood. In this paper, we ask whether or how these environments might actually afford occasions for strategic market adjustment, in the form of international expansion to new markets. Specifically, drawing on resource-based theory and game theory, we consider how a firm's financial performance during international expansion in a downturn may be predicted by its engagement in three modes of knowledge transfer. We consider knowledge transfer enabled by: 1) long-term investment in technical expertise; 2) formation of alliances in the local target market; 3) focused allocation of firm resources. Based on cases from the 1997 Asian Financial Crisis, the 2007 US recession and the 2009 European Sovereign Debt Crisis, we developed propositions to guide future research on international expansion during economic downturns.
Keywords: economic downturn/crisis; international retailer; knowledge transfer; technical expertise; alliance; firm resources; resource-based theory; game theory.