Zeszyty czasopisma

Tom 14 (2022): Zeszyt 2 (November 2022)
Special Title: MarTech and SalesTech

Tom 14 (2022): Zeszyt 1 (May 2022)
Conscious Consumption

Tom 13 (2021): Zeszyt 2 (November 2021)
Brand Activism

Tom 13 (2021): Zeszyt 1 (May 2021)
The Dark Sides of Digital Marketing

Tom 12 (2020): Zeszyt 2 (November 2020)
The Reputation Economy

Tom 12 (2020): Zeszyt 1 (May 2020)
Crowd Innovation: Hype or Help

Tom 11 (2019): Zeszyt 2 (November 2019)
AI and the Machine Age of Marketing

Tom 11 (2019): Zeszyt 1 (May 2019)
The Future of Retailing

Tom 10 (2018): Zeszyt 2 (October 2018)
IoT - Consumers and the Internet of Things

Tom 10 (2018): Zeszyt 1 (May 2018)
Brand Risk Matters

Tom 9 (2017): Zeszyt 2 (November 2017)
The Connected Consumer

Tom 9 (2017): Zeszyt 1 (May 2017)
Digital Transformation

Tom 8 (2016): Zeszyt 2 (November 2016)
Marketing and Data Science

Tom 8 (2016): Zeszyt 1 (May 2016)
Responsible Marketing

Tom 7 (2015): Zeszyt 2 (November 2015)
Marketing Meets Product Design

Tom 7 (2015): Zeszyt 1 (May 2015)
Truly Accountable Marketing

Tom 6 (2014): Zeszyt 2 (November 2014)
Social Brand Engagement

Tom 6 (2014): Zeszyt 1 (May 2014)
Emotions in Marketing

Tom 5 (2013): Zeszyt 2 (November 2013)

Tom 5 (2013): Zeszyt 1 (May 2013)

Tom 4 (2012): Zeszyt 2 (November 2012)

Tom 4 (2012): Zeszyt 1 (May 2012)

Tom 3 (2011): Zeszyt 2 (November 2011)

Tom 3 (2011): Zeszyt 1 (May 2011)

Tom 2 (2010): Zeszyt 2 (November 2010)

Tom 2 (2010): Zeszyt 1 (May 2010)

Tom 1 (2009): Zeszyt 2 (November 2009)

Tom 1 (2009): Zeszyt 1 (May 2009)

Informacje o czasopiśmie
Format
Czasopismo
eISSN
2628-166X
Pierwsze wydanie
30 May 2019
Częstotliwość wydawania
2 razy w roku
Języki
Angielski

Wyszukiwanie

Tom 5 (2013): Zeszyt 2 (November 2013)

Informacje o czasopiśmie
Format
Czasopismo
eISSN
2628-166X
Pierwsze wydanie
30 May 2019
Częstotliwość wydawania
2 razy w roku
Języki
Angielski

Wyszukiwanie

10 Artykułów
Otwarty dostęp

Editorial

Data publikacji: 16 Jul 2014
Zakres stron: 7 - 7

Abstrakt

Otwarty dostęp

Positive, Negative or Not at All? What Drives Consumers to Post (Accurate) Product Reviews?

Data publikacji: 16 Jul 2014
Zakres stron: 8 - 12

Abstrakt

Abstract

Online consumer reviews are a convenient, valuable pool of information for potential buyers as well as for marketers. But how reliable is this information? A closer look at the motives behind posted product reviews shows that online opinions should indeed be interpreted with care. The study results reveal that the composition of the customer base can exert a substantial influence on the posted online opinion. Due to selection bias and adjustment effects over time, the content posted may not necessarily reflect the customer base’s overall opinion of the product. Individuals were more likely to submit ratings when they were either very satisfied or not satisfied. In addition, consumers were more likely to post an opinion when the ratings already posted were more positive. Highly engaged consumers who frequently post their opinions tend to be more negative than less-engaged individuals. Even though decision-makers can gain valuable insights from the analysis of this pool of information, they should not rely on this source exclusively.

Słowa kluczowe

  • Online Social Media
  • Word of Mouth
  • User-Generated Content
  • Product Ratings
Otwarty dostęp

User-Generated Content and Stock Performance: Does Online Chatter Matter?

Data publikacji: 16 Jul 2014
Zakres stron: 13 - 17

Abstrakt

Abstract

Online chatter can strongly affect companies by boosting or slowing down sales of commented products, and user generated content even affects stock prices. An analysis of almost 350,000 consumer reviews and product ratings for 15 brands on popular websites showed some interesting effects: Having a higher volume of user comments, regardless of their assessment, was a strong indication of an increase in stock prices. The researchers also found negative reviews had a stronger impact than positive reviews. According to the results, negative chatter could erode about $1.4 million from the average market capitalization over the short term and $3.3 million over the 15 days after it appeared. To better estimate the dollar value of the findings, the researchers calculated possible profits for an initial investment of $100 million. They either sold or bought stock on a daily basis depending on the prevailing valence of the chatter from the previous day. The overall gains using this strategy yielded an average annual profit of $7.9 million over the four years in the sample. With this result, the researchers beat the Standard & Poor’s 500 index by 8 % by buying stock on positive chatter and short-selling it after negative chatter.

Słowa kluczowe

  • User-Generated Content
  • Online Word of Mouth
  • Stock Returns
  • Online Chatter
Otwarty dostęp

Designing Viral Product Features for Broader Reach

Data publikacji: 16 Jul 2014
Zakres stron: 18 - 23

Abstrakt

Abstract

Companies increasingly rely on “network” and “viral” marketing within their communication strategies. This study showed that providing viral products with specific features can increase their diffusion substantially. Products that were enabled to send automated notifications within a user’s local Facebook network upon adoption generated a 450 % higher adoption rate among Facebook friends compared with products without any viral features. Products that enabled adopters to send personal invitations to install the app generated an increase in the adoption rate by friends by 750 % more than in the control group. Although each personalized referral had a much stronger impact, notifications outperformed invitations in overall adoption. Automated notifications require no effort, and therefore substantially more messages were generated. The number of users who took the effort to send out personalized invitations was much smaller. A simulation of adoption beyond immediate individual networks showed that the passive-broadcast app experienced a 246 % increase in the rate of adoption, whereas adding active-personalized viral messaging capabilities generated only an additional 98 % increase, compared with the group without viral features.

Słowa kluczowe

  • Viral Marketing
  • Peer Influence
  • Social Contagion
  • Social Networks
  • Viral Product Design
Otwarty dostęp

Brand Communication with Branded Smartphone Apps: First Insights on Possibilities and Limits

Data publikacji: 16 Jul 2014
Zakres stron: 24 - 27

Abstrakt

Abstract

Branded apps represent a new possibility for enhancing brand image and service satisfaction. Compared with other forms of advertising, branded apps are welcomed as useful. Consumers are often more engaged with such apps, and therefore their users tend to process brand-related information more deeply and for a longer time than during passive consumption of other media. Research confirmed that app interaction consistently improved brand attitude, purchase intention and involvement in the respective product category. Remarkably, not only the brand itself, but the general interest for the whole category, was positively affected. Even though the results are promising, there are some “real world” issues that might limit the branded app’s success. First, it is becoming increasingly challenging for companies to ensure a new app is noticed when there are several hundred thousand others available. Second, to actually be used by consumers on a regular basis, the apps need to provide real benefits.

Keywords

  • Branded Apps
  • Mobile Marketing
  • Online Advertising
Otwarty dostęp

Adding Bricks to Clicks: On the Role of Physical Stores in a World of Online Shopping

Data publikacji: 16 Jul 2014
Zakres stron: 28 - 33

Abstrakt

Abstract

E-commerce is gaining ground and leaving the role of traditional brick-and-mortar stores open to question. With this in mind, a team of researchers performed a case study to determine what effects the store openings of one multichannel retailer of fashion, home furnishings and high-end accessories would have on its catalog and online sales. The opening of brick-and-mortar stores had positive and negative effects for the retailer, but complementary consequences clearly outweighed sales drops in individual channels: In the short term, only catalog sales declined slightly. But over time, both the catalog and online channels increasingly benefited from the presence of the new brick-and-mortar stores. Within 79 months, catalog sales recovered to a level that would have been expected had the store never opened and subsequently continued growing more than in a sample without new stores. An enhanced understanding of both positive and negative cross-channel effects helps retailers better anticipate and respond to changes in sales in existing channels when a new one is added. It is the basis for strategically managing a company’s channels as a portfolio rather than as separate entities.

Keywords

  • Multichannel Retailing
  • Channel Management
  • Channel Migration
  • Direct Marketing
  • E-Commerce
  • Retail Stores
Otwarty dostęp

Buying in Multiple Stores: Shopping Strategies Beyond Price Promotions and Their Effects on Store Competition

Data publikacji: 16 Jul 2014
Zakres stron: 34 - 39

Abstrakt

Abstract

Grocery-store switching has typically been viewed as evidence of cherry-picking behavior, with consumers switching stores to benefit from temporary promotional offers. However, research reveals that it may also result from a longer-term planning process based on stable store characteristics. Even in the absence of promotions, consumers have good reasons for shopping in multiple grocery stores. There is a link between consumer motives and the way shopping trips are organized. Some consumers visit different stores on separate shopping trips, while others visit multiple stores on combined trips depending on individual cost and benefit considerations. On the one hand, combined visits allow the consumer to save on transportation costs per trip and to purchase each product exclusively in the store where it is preferred. On the other hand, when the stores are visited on separate trips, the number of trips per store can differ and the trips to different stores can be spread over time. This allows the consumer to purchase high holding-cost categories on a more frequent basis, shifting some portion of these categories’ purchases to the less-preferred store. Depending on a store’s characteristics relative to local competitors, different competitive strategies are recommended for retailers.

Słowa kluczowe

  • Shopping Behavior
  • Multiple-Store Shopping
  • Store Choice
  • Retail Formats
  • Spatial Competition
Otwarty dostęp

If You Go, I Will Follow … Social Effects on the Decision to Terminate a Service

Data publikacji: 16 Jul 2014
Zakres stron: 40 - 45

Abstrakt

Abstract

The adoption of new behaviors or new products is often influenced by those closest to us, but customer churn is influenced by social factors as well. An analysis of 1 million customers of a cellular company showed that customers were 79.7 % more likely to defect for each time one of their social neighbors defected. The more a customer communicated with a neighbor and the more characteristics they shared, such as age, gender or status, the more likely the customer was to follow the neighbor in canceling the service. The effect of a neighbor’s defection on a focal customer’s hazard of defection was strongest within the first month and decreased over time. The study shows that companies should take customers’ social networks into account when attempting to predict and manage customer churn. Network-related information can substantially improve analysis of new product adoption, and the same seems true for the field of customer defection.

Keywords

  • Customer Retention
  • Customer Churn
  • Churn Prevention
  • Social Network
Otwarty dostęp

Identifying Metrics That Matter: What Are the Real Key Performance Indicators (KPIs) That Drive Consumer Behavior?

Data publikacji: 16 Jul 2014
Zakres stron: 46 - 52

Abstrakt

Abstract

Vector auto regression (VAR) is a form of econometric modeling that is receiving increased attention in marketing research applications. It is used to observe whether potentially relevant indicators have a real impact on sales or success factors. Compared with correlation, regression and conjoint techniques, VAR models are superior because they are able to show the impact of changes over time on the basis of real business data. The research shows how VAR models are applied in different marketing settings. VAR models can filter relevant metrics from a whole set of potentially relevant performance indicators and quantify the sales impact of each variable. They further observe lead and lag effects that cannot be tracked when measurement is conducted at a single point in time. Modeling can be performed on competitive brands as well. VAR models also make it possible to test whether the same success factors that drive a category also drive the sales of each of the brands in that category.

Keywords

  • KPIs
  • Consumer Behavior
  • Marketing Controlling
  • VAR Models
Otwarty dostęp

Branded Apps – Worth the Effort?

Data publikacji: 16 Jul 2014
Zakres stron: 53 - 57

Abstrakt

Abstract

Being online whenever and wherever is quite natural for an increasing number of consumers. Companies are trying to tap this trend with different offers. Branded apps are one of the newer tools used to communicate with consumers on the go. But what exactly can these apps offer to consumers? And are they really worth the effort? We asked three marketing experts about their experiences.

10 Artykułów
Otwarty dostęp

Editorial

Data publikacji: 16 Jul 2014
Zakres stron: 7 - 7

Abstrakt

Otwarty dostęp

Positive, Negative or Not at All? What Drives Consumers to Post (Accurate) Product Reviews?

Data publikacji: 16 Jul 2014
Zakres stron: 8 - 12

Abstrakt

Abstract

Online consumer reviews are a convenient, valuable pool of information for potential buyers as well as for marketers. But how reliable is this information? A closer look at the motives behind posted product reviews shows that online opinions should indeed be interpreted with care. The study results reveal that the composition of the customer base can exert a substantial influence on the posted online opinion. Due to selection bias and adjustment effects over time, the content posted may not necessarily reflect the customer base’s overall opinion of the product. Individuals were more likely to submit ratings when they were either very satisfied or not satisfied. In addition, consumers were more likely to post an opinion when the ratings already posted were more positive. Highly engaged consumers who frequently post their opinions tend to be more negative than less-engaged individuals. Even though decision-makers can gain valuable insights from the analysis of this pool of information, they should not rely on this source exclusively.

Słowa kluczowe

  • Online Social Media
  • Word of Mouth
  • User-Generated Content
  • Product Ratings
Otwarty dostęp

User-Generated Content and Stock Performance: Does Online Chatter Matter?

Data publikacji: 16 Jul 2014
Zakres stron: 13 - 17

Abstrakt

Abstract

Online chatter can strongly affect companies by boosting or slowing down sales of commented products, and user generated content even affects stock prices. An analysis of almost 350,000 consumer reviews and product ratings for 15 brands on popular websites showed some interesting effects: Having a higher volume of user comments, regardless of their assessment, was a strong indication of an increase in stock prices. The researchers also found negative reviews had a stronger impact than positive reviews. According to the results, negative chatter could erode about $1.4 million from the average market capitalization over the short term and $3.3 million over the 15 days after it appeared. To better estimate the dollar value of the findings, the researchers calculated possible profits for an initial investment of $100 million. They either sold or bought stock on a daily basis depending on the prevailing valence of the chatter from the previous day. The overall gains using this strategy yielded an average annual profit of $7.9 million over the four years in the sample. With this result, the researchers beat the Standard & Poor’s 500 index by 8 % by buying stock on positive chatter and short-selling it after negative chatter.

Słowa kluczowe

  • User-Generated Content
  • Online Word of Mouth
  • Stock Returns
  • Online Chatter
Otwarty dostęp

Designing Viral Product Features for Broader Reach

Data publikacji: 16 Jul 2014
Zakres stron: 18 - 23

Abstrakt

Abstract

Companies increasingly rely on “network” and “viral” marketing within their communication strategies. This study showed that providing viral products with specific features can increase their diffusion substantially. Products that were enabled to send automated notifications within a user’s local Facebook network upon adoption generated a 450 % higher adoption rate among Facebook friends compared with products without any viral features. Products that enabled adopters to send personal invitations to install the app generated an increase in the adoption rate by friends by 750 % more than in the control group. Although each personalized referral had a much stronger impact, notifications outperformed invitations in overall adoption. Automated notifications require no effort, and therefore substantially more messages were generated. The number of users who took the effort to send out personalized invitations was much smaller. A simulation of adoption beyond immediate individual networks showed that the passive-broadcast app experienced a 246 % increase in the rate of adoption, whereas adding active-personalized viral messaging capabilities generated only an additional 98 % increase, compared with the group without viral features.

Słowa kluczowe

  • Viral Marketing
  • Peer Influence
  • Social Contagion
  • Social Networks
  • Viral Product Design
Otwarty dostęp

Brand Communication with Branded Smartphone Apps: First Insights on Possibilities and Limits

Data publikacji: 16 Jul 2014
Zakres stron: 24 - 27

Abstrakt

Abstract

Branded apps represent a new possibility for enhancing brand image and service satisfaction. Compared with other forms of advertising, branded apps are welcomed as useful. Consumers are often more engaged with such apps, and therefore their users tend to process brand-related information more deeply and for a longer time than during passive consumption of other media. Research confirmed that app interaction consistently improved brand attitude, purchase intention and involvement in the respective product category. Remarkably, not only the brand itself, but the general interest for the whole category, was positively affected. Even though the results are promising, there are some “real world” issues that might limit the branded app’s success. First, it is becoming increasingly challenging for companies to ensure a new app is noticed when there are several hundred thousand others available. Second, to actually be used by consumers on a regular basis, the apps need to provide real benefits.

Keywords

  • Branded Apps
  • Mobile Marketing
  • Online Advertising
Otwarty dostęp

Adding Bricks to Clicks: On the Role of Physical Stores in a World of Online Shopping

Data publikacji: 16 Jul 2014
Zakres stron: 28 - 33

Abstrakt

Abstract

E-commerce is gaining ground and leaving the role of traditional brick-and-mortar stores open to question. With this in mind, a team of researchers performed a case study to determine what effects the store openings of one multichannel retailer of fashion, home furnishings and high-end accessories would have on its catalog and online sales. The opening of brick-and-mortar stores had positive and negative effects for the retailer, but complementary consequences clearly outweighed sales drops in individual channels: In the short term, only catalog sales declined slightly. But over time, both the catalog and online channels increasingly benefited from the presence of the new brick-and-mortar stores. Within 79 months, catalog sales recovered to a level that would have been expected had the store never opened and subsequently continued growing more than in a sample without new stores. An enhanced understanding of both positive and negative cross-channel effects helps retailers better anticipate and respond to changes in sales in existing channels when a new one is added. It is the basis for strategically managing a company’s channels as a portfolio rather than as separate entities.

Keywords

  • Multichannel Retailing
  • Channel Management
  • Channel Migration
  • Direct Marketing
  • E-Commerce
  • Retail Stores
Otwarty dostęp

Buying in Multiple Stores: Shopping Strategies Beyond Price Promotions and Their Effects on Store Competition

Data publikacji: 16 Jul 2014
Zakres stron: 34 - 39

Abstrakt

Abstract

Grocery-store switching has typically been viewed as evidence of cherry-picking behavior, with consumers switching stores to benefit from temporary promotional offers. However, research reveals that it may also result from a longer-term planning process based on stable store characteristics. Even in the absence of promotions, consumers have good reasons for shopping in multiple grocery stores. There is a link between consumer motives and the way shopping trips are organized. Some consumers visit different stores on separate shopping trips, while others visit multiple stores on combined trips depending on individual cost and benefit considerations. On the one hand, combined visits allow the consumer to save on transportation costs per trip and to purchase each product exclusively in the store where it is preferred. On the other hand, when the stores are visited on separate trips, the number of trips per store can differ and the trips to different stores can be spread over time. This allows the consumer to purchase high holding-cost categories on a more frequent basis, shifting some portion of these categories’ purchases to the less-preferred store. Depending on a store’s characteristics relative to local competitors, different competitive strategies are recommended for retailers.

Słowa kluczowe

  • Shopping Behavior
  • Multiple-Store Shopping
  • Store Choice
  • Retail Formats
  • Spatial Competition
Otwarty dostęp

If You Go, I Will Follow … Social Effects on the Decision to Terminate a Service

Data publikacji: 16 Jul 2014
Zakres stron: 40 - 45

Abstrakt

Abstract

The adoption of new behaviors or new products is often influenced by those closest to us, but customer churn is influenced by social factors as well. An analysis of 1 million customers of a cellular company showed that customers were 79.7 % more likely to defect for each time one of their social neighbors defected. The more a customer communicated with a neighbor and the more characteristics they shared, such as age, gender or status, the more likely the customer was to follow the neighbor in canceling the service. The effect of a neighbor’s defection on a focal customer’s hazard of defection was strongest within the first month and decreased over time. The study shows that companies should take customers’ social networks into account when attempting to predict and manage customer churn. Network-related information can substantially improve analysis of new product adoption, and the same seems true for the field of customer defection.

Keywords

  • Customer Retention
  • Customer Churn
  • Churn Prevention
  • Social Network
Otwarty dostęp

Identifying Metrics That Matter: What Are the Real Key Performance Indicators (KPIs) That Drive Consumer Behavior?

Data publikacji: 16 Jul 2014
Zakres stron: 46 - 52

Abstrakt

Abstract

Vector auto regression (VAR) is a form of econometric modeling that is receiving increased attention in marketing research applications. It is used to observe whether potentially relevant indicators have a real impact on sales or success factors. Compared with correlation, regression and conjoint techniques, VAR models are superior because they are able to show the impact of changes over time on the basis of real business data. The research shows how VAR models are applied in different marketing settings. VAR models can filter relevant metrics from a whole set of potentially relevant performance indicators and quantify the sales impact of each variable. They further observe lead and lag effects that cannot be tracked when measurement is conducted at a single point in time. Modeling can be performed on competitive brands as well. VAR models also make it possible to test whether the same success factors that drive a category also drive the sales of each of the brands in that category.

Keywords

  • KPIs
  • Consumer Behavior
  • Marketing Controlling
  • VAR Models
Otwarty dostęp

Branded Apps – Worth the Effort?

Data publikacji: 16 Jul 2014
Zakres stron: 53 - 57

Abstrakt

Abstract

Being online whenever and wherever is quite natural for an increasing number of consumers. Companies are trying to tap this trend with different offers. Branded apps are one of the newer tools used to communicate with consumers on the go. But what exactly can these apps offer to consumers? And are they really worth the effort? We asked three marketing experts about their experiences.

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