| 1. |
- Cassar, Mario, et al.
(författare)
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Self-Affirmation of Narcissists on Social Media : A Study Proposing a New Method of Categorization on Facebook Ads
- 2018
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Ingår i: Back to the Future. - Cham : Springer Nature. ; , s. 93-101, s. 93-101
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Bokkapitel (refereegranskat)abstract
- This paper explores the possibility of creating a new category of Facebook ads based on the personality of the user. The introduction of social media channels such as Facebook has provided a new platform for performing self-affirmation theory tests and related behavioral studies. This paper is based on the subsidiary hypothesis that while self-affirming themselves, Facebook users disclose information about their personality. A lexical analysis of each user’s Facebook posts can therefore be used for the purpose of profiling the user. The analysis and categorization of users’ posts based on their behavioral and personality traits can potentially assist marketers interested in targeted marketing to reach a specific audience through this powerful online channel. Hence, this study proposes an innovative method that measures narcissistic personality by analyzing a user’s Facebook posts.
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| 2. |
- Chipp, Kerry, 1973-, et al.
(författare)
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Content Curatorship and Collaborative Filtering: : A Symbolic Interactionist Approach
- 2018
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Ingår i: Back to the Future. - Cham : Springer Nature. ; , s. 705-715, s. 705-715
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Bokkapitel (refereegranskat)abstract
- This paper explores the premise whether sophisticated algorithms that drive curatorship of content for consumers consider a symbolic interactionist perspective on consumer desire for content and whether content offerings, personalisation and the consequent shaping of curatorship algorithms can be based on such an understanding. Curatorship of online content, whether this be product or information based, drives value, consumer engagement and profitability. Curatorship and recommender systems also deliver a personalised experience of the product or services. A review of the reasoning behind such systems reveals that most follow an empirical perspective, namely, the use of statistical tools and information systems algorithms on a behavioural dataset. A theoretically driven approach appears to be lacking. This paper seeks a theoretical approach to online content curatorship embedded in symbolic interactionism. In addition, it seeks to tease out the approach to one that embraces both notions of content curation based on similarity but also on a desire for difference and change. The paper looks at symbolic interactionism in the context of social and individual selves, its role in collaborative filtering, advances a set of propositions for a curation and collaborative filtering model and ends with the possible implications for marketing.
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| 3. |
- McMullan, Kylie, et al.
(författare)
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Standing Out by Standing Up : Brand Differentiation and Minority Influence Theory: An Abstract
- 2018
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Ingår i: Back to the Future. - Cham : Springer Nature. ; , s. 413-414, s. 413-414
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Bokkapitel (refereegranskat)abstract
- This paper examines how Minority Influence Theory, originally from Social Psychology Literature, can be used in marketing strategy to aid brand differentiation. More specifically, it looks at a set of criteria for brands to evaluate prior to aligning themselves with controversial topics for differentiation purposes. It assesses the role of strategic brand management, using Minority Influence Theory, and suggests conditions for aligning a brand with a controversial issue successfully. This paper presents three propositions for practitioners and researchers to explore with respect to Minority Influence Theory. These are: Proposition #1 The consistency and confidence of the cause affects the likelihood of the brand benefiting from aligning with it. (a) The greater the consistency and confidence of the issue, the increased likelihood the brand will benefit from aligning. (b) The lesser the consistency and confidence of the issue, the decreased likelihood the brand will benefit from aligning. Proposition #2 The flexibility of the cause affects the likelihood of the brand benefiting from aligning with it. (a) The greater the flexibility of the issue, the increased likelihood the brand will benefit from aligning. (b) The less flexible the issue, the decreased likelihood the brand will benefit from aligning. Proposition #3 The authenticity of the brand/spokesperson to speak to the particular issue affects the likelihood of the brand benefiting from aligning with it. (a) The greater the authenticity of the brand/spokesperson to speak to a particular issue, the increased likelihood of the brand benefiting from aligning. (b) The lesser the authenticity of the brand/spokesperson to speak to a particular issue, the decreased likelihood of the brand benefitting from aligning. The case studies present examples of positive outcomes of successful alignment as well as a case where the brand was not successful. By carefully considering the framework presented, managers can determine whether aligning with a controversial issue is useful for their brand.
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| 4. |
- Paschen, Ulrich Michael, et al.
(författare)
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Cool Marketing for Icewine? Investigating Producer’s Product Positioning, Segmentation, and Marketing Mix for Canadian Icewine : An Abstract
- 2018
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Ingår i: Back to the Future: Using Marketing Basics to Provide Customer Value. - Cham : Springer Nature. ; , s. 337-338, s. 337-338
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Konferensbidrag (refereegranskat)abstract
- Compared to the relative importance of icewine for the Canadian wine industry and the uniqueness of the product in the luxury wine and spirit segment, little attention has been paid to the marketing mix used by its producers. As a first step in addressing this gap, Paschen et al. (2016) developed a modified aesthetics and ontology framework to classify consumers of luxury wines and spirits with a focus on icewine. The framework separates the novice and the expert in the aesthetic dimension, while it distinguishes between transience and endurance in the ontology dimension. Working from these two dimensions, four distinct consumer groups have been identified: Carousers are novices on the aesthetics scale, while the ontological mode emphasizes the transient. Cabinet collectors are also novices, but the ontological mode emphasizes enduring. In contrast to the two preceding types, the connoisseur is an expert and a true consumer whose behavior emphasizes the transient. Finally, the cellar collector is an expert where the ontological mode emphasizes enduring. The current paper examines where icewine producers place consumers within this typology. Using semi-structured interviews led with representatives of five icewine producers, the authors gathered information on production, product range, positioning, and consumers. The interviews uncovered remarkably homogenous approaches to positioning and marketing icewine. Most purchasers were regarded as novices. With duty free as the predominant sales channel and on-site winery experiences a secondary channel, only limited efforts to address or create experts were discovered. The ontological dimension of the typology was defined by icewine’s changes through cellaring, making the predominant customer group the “carouser.” The marketing mix used was also similar between the different brands. Product variances uncovered were comparatively minor, with very similar price points and packaging approaches. This one-dimensional marketing approach bears risk for the category, which should be further explored and addressed through appropriate variations in the marketing mix.
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| 5. |
- Pitt, Christine, et al.
(författare)
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The Prosthetic Generation Is all Around Us : Feelings and Emotions About Knee Replacement Surgery and Their Impact on Overall Sentiment: An Abstract
- 2018
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Ingår i: Back to the Future. - Cham : Springer Nature. ; , s. 561-, s. 561-
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Bokkapitel (refereegranskat)abstract
- In their attempts to reduce the uncertainty associated with knee replacement surgeries, patients turn to social media, where they commonly rely on the experiences expressed by other patients. In this study, we first employ IBM Watson to examine how patients talk about their emotions and express sentiment through their comments online. We then use a latent class cluster modelling procedure to segment these patients into distinct groups, according to their emotions (anger, disgust, fear, happiness, sadness and surprise), sentiment and their overall satisfaction with knee replacement surgery. Our findings show how qualitative online data can be transformed into quantitative insights regarding underlying market segments, which could then be targeted through different strategies by both marketers and healthcare practitioners.
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| 6. |
- Rizk, Aya, 1988-, et al.
(författare)
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The Taste of Ageing, a 26-Year Analysis of Publications in the International Journal of Wine Business Research : An Abstract
- 2018
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Ingår i: Back to the Future. - Cham : Springer. - 9783319660226 - 9783319660233 ; , s. 341-342, s. 341-342
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Konferensbidrag (refereegranskat)abstract
- This study analyses the content of the International Journal of Wine Business Research (IJWBR) and gives editors, reviewers, authors and practitioners an overview over the journal’s development over 26 years. The articles published in the journal since its inception in 1989 till 2014, inclusive, were analysed in two time frames. The first time frame covers 1989–2006 as the International Journal of Wine Marketing (IJWM), while the second time frame covers 2007–2014 as IJWBR, the new name under which the journal relaunched. All types of articles are included in the analysis with the exception of editorials, guest editorials and research notes. Five main themes are addressed: the nature of authorship, the most prolific and influential authors, characteristics of the manuscripts, regional distribution of the wine’s region-of-origin and focal markets, and the most common research themes.The content analysis of this journal sheds light on how the style of the journal has evolved since its inception in 1989 onto the second time frame. The types of articles and methods used have been consistent in the early issues (1989–2006). However, since 2007 the journal has welcomed more academic and quantitative articles. The change motivated new authors to write longer articles, collaborate more and use more references, tables and figures. As a result, the journal’s impact has increased significantly. In addition, empirical studies published in the journal indicated an increase in the publications covering the Americas as both regions of origin and focal markets, as compared to other regions. This is the first time a content analysis has been carried out for IJWBR. The objective is to help authors identifying new and interesting research areas as well as to give editors and reviewers insight into the style and areas explored since the journal’s inception. By using software tools for data collection and analysis, the study is bound to the limitations inherent from these tools.
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| 7. |
- Sattari, Setayesh, et al.
(författare)
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Understanding consumers’ perception of sustainable consumption : a ZMET approach
- 2017
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Ingår i: Back to the Future: Using Marketing Basics to Provide Customer Value. - Cham : Springer. - 9783319660226 - 9783319660233 ; , s. 531-538
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Konferensbidrag (refereegranskat)abstract
- Considering importance of consumers’ understanding of sustainability in shaping their attitude toward CSR and its successful implementation, this research uses the Zaltman metaphor elicitation technique (ZMET) to develop a deeper understanding of how consumers perceive sustainability in general and sustainable consumption in particular. Based on the premise that most human communication is nonverbal, we used pictures as the medium of data collection and asked the 52 participants in this study to collect pictures that visualize their perception and understanding of sustainable consumption.Results show that overall understanding of sustainability exists among respondents; however, the majority of them have very little knowledge about actual and global meaning of sustainable consumption. Moreover, there existed a discrepancy between different age groups’ understanding of sustainable consumption. Hence, knowing the role of individual’s perception and personal values in the behavioral intention formation process, and given the fact that consumers play a vital role in the success CSR activities, this study suggests that knowing consumers and their perception of sustainability is essential to firms for using CSR as a marketing and branding tool.
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| 8. |
- Temiz, Serdar, et al.
(författare)
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Challenges in Data-Driven Innovation Toward European Digital Single Market : An Abstract
- 2018
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Ingår i: Back to the Future. - Cham : Springer Nature. ; , s. 245-246, s. 245-246
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Bokkapitel (refereegranskat)abstract
- In May 2015, the European Commission adopted a Digital Single Market Strategy (2015), which identifies Europe as a potential leader in the global digital economy. If EU fragmentation and barriers are removed, Digital Single Market (DSM) could contribute an additional €415 billion to European GDP. Further, the Digital Single Market could create opportunities for new start-ups, and business can develop and create value for the 500 million consumers. The European Digital Single Market (DSM) has three policy areas: (1) access to digital goods and services, (2) conditions for digital networks and innovative services, and (3) digital as a driver for growth (https://ec.europa.eu/digital-single-market/en/digital-single-market ). In all these areas, data-driven services are an essential part of DSM. This research focuses on political, economic, social, technological, legal, and environmental (PESTEL) factors. Consider: To do this, a quantitative approach was used to analyze the data collected from four different data sources to understand major factors having impact on DSM:Digital Economy and Society Index (Desi), EU barometer, Digital Agenda key indicators, and public consultation. Based on our data analysis, we have found several data-based challenges in creating a digital single market as below: (a)Inequality within EU(b)Legislative gap with respect to digital content and data(c)Trust in a digital single market (in regard to data)(d)Privacy and security of digital software and systems Defining and understanding these challenges are vital to overcome obstacles hindering Digital Single Market goals.
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| 9. |
- Temiz, Serdar, et al.
(författare)
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Open Data Innovation, What are the Main Issues/Challenges for Open Data Projects in Sweden : An Abstract
- 2018
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Ingår i: Back to the Future. - Cham : Springer Nature. ; , s. 217-218, s. 217-218
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Bokkapitel (refereegranskat)abstract
- The Internet has greatly reduced the cost of collecting, distributing, and accessing information, services, and resources. In parallel to this advancement, open data in both the private and public sector has gained attention in recent years, although the concept of open data is not new. Advocates have been arguing for years that data gathered or created by a government institution and funded by public money should be ‘open’ or free of any restrictions. There are very limited studies on open data, with a particularly notable ‘lack of refereed, rigorous, and independent academic studies beyond a government and consultant ‘grey’ literature of mixed quality’ (Gauld, Goldfinch & Horsburgh, 2010, p 177; Ohemeng & Ofosu-Adarkwa, 2015, p 420). This study has two main objectives: it attempts to understand (1) how open data, especially government data, can create value for its stakeholders and (2) main issues/challenges within open data-driven projects, so that the expected potential of open data innovation be captured. Swedish Innovation Agency, Vinnova, had open data calls to fund open data projects. Sixteen project managers were interviewed who had worked with open data projects that are funded in 2012 and in 2013. The study used a grounded theory approach that begins its analysis by coding the qualitative data obtained via semi-structured interviews of 16 project managers who worked with Vinnova-funded open data projects, and then these codes are used as input for correspondence analysis. This research showed that, to understand impact of government funded projects, homogeneity among projects and organizations should be considered. Due to Vinnova’s heterogeneous selection of funded projects and organizations, not all public or private organizations showed similar correlation at the correspondence analysis. In addition to that, some organizations are registered as private organization but funded by public authorities where they represent a mix of public and private organizations character. Nevertheless, results revealed that, in general, public organizations are usually associated to no interest to business/business models, structure and standardization of datasets and visibility of datasets. Private organizations, on the other hand, are more associated to business models, content of data, demand for data and value of the data. This study underlines main concerns during open data projects in regard to creation of value from open data projects.
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| 10. |
- Villanueva, Maria Rosa Parra, et al.
(författare)
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Conversion Theory in Marketing
- 2018
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Ingår i: Back to the Future: Using Marketing Basics to Provide Customer Value. - Cham : Springer. - 9783319660226 - 9783319660233 ; , s. 415-425
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Konferensbidrag (refereegranskat)abstract
- How do marketing campaigns encourage a majority group of consumers to support a minority group of consumers’ opinion? Why do consumers change their opinions? Why do consumers do what they do? Conversion theory addresses a simultaneous majority and minority influence on consumer behaviour. Whilst conversion theory is applied to various disciplines, there is a gap in literature on conversion theory as applied to the marketing discipline. This paper focuses on conversion theory in marketing and contributes by introducing three new propositions to marketing literature, namely, (1) marketing campaigns can convert the majority opinion to support the minority opinion privately and/or publicly when portraying ‘consistency’, (2) marketing campaigns can convert the majority opinion to support the minority opinion privately and/or publicly when portraying a style of thinking that encourages discussion amongst the majority, and (3) marketing campaigns can convert the majority opinion to support the minority opinion privately and/or publicly when the majority identifies themselves with the message of the marketing campaign.
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