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International Journal of Technology Marketing (6 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.
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.
Special Issue on: Marketing in the E landscape Models Concepts and Practices
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. DOI: 10.1504/IJTMKT.2018.10011509
Measuring and managing organisations social media climate: the social media climate index by Isabelle Hillebrandt, Björn S. Ivens, Janice Molloy, Hellen Oppelt, Philipp 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 organisations 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 organisations 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. DOI: 10.1504/IJTMKT.2018.10013084
International Expansion of Retailers: The Role of Technical Expertise, Alliances, and Allocation of Resources in Economic Crises by Eunyoung (Christine) 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 Keywords: Economic downturn/crisis; international retailer; knowledge transfer; technical expertise; alliance; firm resources; resource-based theory; game theory.