171 Result(s)
within
Business and Management
Artificial Intelligence
Emerging Markets/Globalization
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Chapter
Conference Paper
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Chapter and Conference Paper
Personalized Online Customer Experience: The Effect of Information Transparency: An Abstract
Companies increasingly personalize their website content to offer an optimal online experience to their customers. Personalization enables them to automatically adapt their content based on customers’ data. Al...
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Chapter and Conference Paper
Can Memes Improve Online Survey Respondents’ Engagement and Data Quality? An Abstract
According to a recent international survey of market research firms (Macer and Wilson 2017), over 60% of all online surveys now rely on panel samples. Recently, market researchers have called for greater effor...
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Chapter and Conference Paper
Assessing Video Ad Performance Through Observation of Facial Expressions: An Abstract
Facial expressions can be used to assess emotional response to a stimulus such as an advertisement video. Facial recognition technology can now reliably and remotely assess emotions in real-time using a webcam...
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Chapter and Conference Paper
Sustainability, Skepticism and Suspicion: What Do Consumers Think About Retailers? An Abstract
Consumers are currently expressing new expectations and looking for new modes of consumption (degrowth, local products and organic products) and distribution (short circuits). In response to these new concerns...
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Chapter and Conference Paper
Special Session: Killing Two Birds with One Stone: The Retail Dilemma—Innovate or Die: An Abstract
Digitalization has revolutionized retailing and this has spurred retailers to adopt consumer-facing in-store technologies (CFIT), to enhance the shop** experience and for competitive advantage. CFIT are tech...
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Chapter and Conference Paper
Addressing a Shift in Students’ Perceptions of Value in Higher Education: An Abstract
More than previous generations, the contemporary generation of students possess technological skills, yet they prefer face-to-face/personal touch (Twenge 2017). Today’s students likely watched their parents lo...
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Chapter and Conference Paper
The Effectiveness of Anthropomorphic Brand Characters Versus Spokespeople in Collaborative Consumption: An Abstract
We examine advertising effectiveness of anthropomorphic brand characters versus spokespeople. While some research has focused on how anthropomorphism works in various marketing schemes and contexts (Huang et a...
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Chapter and Conference Paper
Propensity to Assimilate: A Grounded Theory Development of the Consumer Acculturation Process: An Abstract
The United States is becoming increasingly multi-cultural and there are various new immigrant consumer groups that businesses try to reach through ethnic-based segmentation and targeting. However, there is evi...
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Chapter and Conference Paper
Co-creation Design: A Theoretical Model of Design Management from the Service Dominant Logic of Marketing: An Abstract
This research seeks to concile the value co-creation with studies on design management in order to propose a theoretical model for co-creative design. Design management determines strategic role of the designe...
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Chapter and Conference Paper
Sharing a Laugh: The Moderating Role of Need for Humor on the Sharing of Online Advertisements: An Abstract
Consumers spend an ever-increasing amount of time online each day, thus prompting marketers to devote more of their efforts to generating online advertising. Once viewed, these advertisements can be “liked,” s...
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Chapter and Conference Paper
Interactivity, Engagement, Value Co-creation and e-WOM in Virtual Educational Environments in Colombia
Theoretical and empirical marketing studies related to virtual education in Latin America and Colombia are scarce. For this reason, this research proposes a hypothesis model integrating variables such as inter...
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Chapter and Conference Paper
An Item Analysis of an International Marketing Multiple-Choice Question Bank: An Abstract
Item analysis is a cornerstone of the development of test questions (Aiken 1991, p. 73; Gregory 2011, p. 141). In light of the ubiquity of banks of multiple-choice questions–which accompany virtually all basic...
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Chapter and Conference Paper
Can a Nudge Induce Inferences of Manipulative Intent? An Abstract
Thaler and Sunstein (2008) propose to encourage the implementation of public policies, particularly in the field of environment, based on nudges. Nudges aim to steer choices in specific directions by modifying...
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Chapter and Conference Paper
Revisiting the Neglected Role of Targeting Strategy in Firm’s Performance: An Abstract
The aim of this study is to shed ample light to the concept of targeting within the boundaries of the overall marketing strategy and to investigate the actual targeting alternatives of firms. To the best of th...
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Chapter and Conference Paper
Special Session SIM-AMS: We Are the Champions! The Role of Conversational Marketing on Fan Engagement: An Abstract
Despite the opportunities of conversational marketing, today little has been investigated regarding the role of the fan/team conversation in sport management through the use of digital engagement platforms (su...
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Chapter and Conference Paper
Feeling Watched: The Impact of Tip Visibility on Customer Engagement and Firms’ Financial Outcomes: An Abstract
Tips have traditionally been requested in restaurants via a line on a paper bill, which was handed to the customer in a discreet billfold at the end of the service encounter. New digital point-of-sale technolo...
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Chapter and Conference Paper
Ad Eroticism from A Distance: Scuba Diving into Male and Female Buyers’ Reactions whilst Seeking for Moral Cues in their Lives: An Abstract
The erotic ad appeal is one of the most frequently used appeals in marketing communications. However, scientific scrutiny focused on its performance has produced mixed findings so far (LaTour and Henthorne 199...
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Chapter and Conference Paper
Assessing the Perceived Environmental Friendliness of Different Packaging Materials: An Abstract
In light of global environmental challenges such as climate change, sustainable consumption and production has been considered as a crucial issue by firms as a “triple bottom line” principle, which is balancin...
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Chapter and Conference Paper
Brand Narratives in a World of Fragmented Digital Media: An Abstract
Narratives are deeply embedded elements of human cognition and social being and widely recognized across psychology, management, and the humanities as such (e.g. Bruner 1986; Gergen and Gergen 1988; McAdams 19...
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Chapter and Conference Paper
Brand Implications of Advertising Products with Their Reflections: An Abstract
This research investigates the impact of advertising products with their reflections on important brand outcomes, such as purchase likelihood, brand trust, and consumer willingness to pay for the advertised pr...
