Abstract The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.
As far back as the industrial revolution, significant development in technical innovation has succeeded in transforming numerous manual tasks and processes that had been in existence for decades where humans had reached the limits of physical capacity. Artificial Intelligence (AI) offers this same transformative potential for the augmentation and potential replacement of human tasks and activities within a wide range of industrial, intellectual and social applications. The pace of change for thi...
The digital revolution has generated a social change in the consumption of Fashion. In a global market, with a more demanding and informed consumer and maximum levels of competition, brands are obliged to use all the resources at their disposal to maintain and grow. A double challenge arises for companies. On the one hand, take advantage of the profitability, accessibility and proximity of the network to influence the purchasing decisions of a new generation, the millennials. On the other hand, ...
Systematic literature reviews (SLRs) adopt a specified and transparent approach in order to scope the literature in a field or sub-field. However, there has been little critical comment on their pu...
The aim of this research is to synthesise findings from previous studies by employing weight and meta-analysis to reconcile conflicting evidence and draw a “big picture” of eWOM factors influencing consumers’ intention to buy. By using the findings from 69 studies, this research identified best (e.g. argument quality, valence, eWOM usefulness, trust in message), promising (e.g. eWOM credibility, emotional trust, attitude towards website) and least effective (e.g. volume, existing eWOM, source cr...
Abstract The objective of this research is to increase understanding about B2B company-led user engagement on social media content. Building on hierarchy-of-effects (HoE) theory, we explore how the world’s leading B2B companies use content objectives (why), strategies (how), and tactics (what) on Twitter. We first integrate B2B advertising and social media research on companies’ content objectives, strategies, and tactics. Then, using qualitative analyses, we examine the existence of objectives,...
Abstract Creating effective business-to-business (B2B) communications is an increasingly complex challenge for marketing managers. It requires a theoretical understanding of a number of puzzling, interacting components of an advertising stimulus. However, few academicians have pursued the goal of integrating and modeling how the B2B advertising process should be conceptualized. Gilliland and Johnston (1997) provided the first comprehensive model of the process, but B2B advertising has changed dr...
Last. Pushkin Kachroo(UNLV: University of Nevada, Las Vegas)H-Index: 25
view all 4 authors...
Abstract Every day, billions of people participate on social networking sites such as Facebook. We are now more virtually “connected” than ever before, yet for many individuals, the world is a very lonely place, both physically and virtually. This study takes a self-determination theory (SDT) perspective to explore the recipes for hedonic well-being derived from Facebook, the world’s most popular social media network, for users with high versus low levels of perceived loneliness. A random sample...
Last. Ralph Gumann(Newcastle University)H-Index: 1
view all 3 authors...
Abstract When dissatisfied customers voice their complaints on companies' social media pages, many other consumers can observe such interactions. Yet, only limited research has investigated how complaint handling is perceived by this online audience. Since the final outcome of the complaint is rarely visible publicly, the message characteristics (e.g., length and style) of company replies can represent signaling cues for observers of how the complaint is handled. The results of two experimental ...
Abstract Omnichannel marketing, the notion of seamless integration between channels to provide consistent service experience for customers, has become one of the most crucial aspects of multichannel management for companies in recent years. Although many companies have embraced omnichannel strategies, there remains a gap of understanding factors influencing integration quality (INQ) within all these channels. Drawing on omni and multi channel services research, this paper develops and validates ...
Economy-wide investment in Big Data Analytics (BDA) offers retailers a number of opportunities and while there is some evidence that new technologies have been widely adopted by retailers, it also transpires that many retailers have yet to fully exploit the benefits of BDA. Most research on Big Data and productivity (or performance) tends to focus on internal factors that prevent retailers from fully exploiting their investment in BDA. Research has paid scarce attention to the benefits that can ...
Abstract null null Luxury brands’ pioneering digital strategies now incorporate augmented reality (AR), which offers new opportunities thanks to AR unique characteristics. Luxury brands differ from other brands in their specific attributes, such as authenticity, exclusivity, hedonism, and aesthetic expression. This research investigates how AR characteristics can support luxury brands by drawing on illustrative cases of AR deployment by luxury brands and in-depth interviews with executives and s...
Last. Daejin Choi(Incheon National University)H-Index: 7
view all 6 authors...
Abstract null null As the SARS-CoV-2 (COVID-19) pandemic has run rampant worldwide, the dissemination of misinformation has sown confusion on a global scale. Thus, understanding the propagation of fake news and implementing countermeasures has become exceedingly important to the well-being of society. To assist this cause, we produce a valuable dataset called FibVID (Fake news information-broadcasting dataset of COVID-19), which addresses COVID-19 and non-COVID news from three key angles. First,...
#1Patrick Mikalef(NTNU: Norwegian University of Science and Technology)H-Index: 20
#2Kieran Conboy(National University of Ireland, Galway)H-Index: 28
Last. John Krogstie(NTNU: Norwegian University of Science and Technology)H-Index: 44
view all 0 authors...
Abstract null null Over the past few decades research has predominantly focused on the technical aspects and theoretical challenges of Artificial Intelligence (AI). With the deluge of data and the increase in processing power, businesses are now facing the challenge of how to deploy AI that generates business value. In this direction, there is still nascent research on how AI can be leveraged in for B2B operations, and particularly marketing. To address this gap, this study draws on the dynamic ...
#1Shavneet Sharma(USP: University of the South Pacific)H-Index: 6
#2Gurmeet Singh(USP: University of the South Pacific)H-Index: 10
Last. Rashmini Sharma(USP: University of the South Pacific)H-Index: 3
view all 3 authors...
Abstract Social interactions in online games have led gamers to form lasting social relationships. This has caused a tremendous increase in gift-giving on online gaming platforms. This study aims to identify factors that impact gamers’ gifting behaviour in online games. A conceptual framework is developed by incorporating the Social Identity Theory, Social Exchange Theory, and Theory of Planned Behaviour. This study adopts a quantitative research methodology that collects data from 404 Clash of ...
Abstract null null This study examines the effects of different product presentation strategies (i.e., alternative- vs. attribute-based) on consumer responses to diagnostic and serendipitous website experiences. Drawing on the accessibility-diagnosticity framework, we propose that different types of information presentation strategies lead consumers to differently evaluate a website as being diagnostic and serendipitous. The findings from three studies suggest that attribute-based presentations ...