| 1. |
- Gartner, Johannes, et al.
(författare)
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Service quality in social media communication of NPOs : The moderating effect of channel choice
- 2021
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Ingår i: Journal of Business Research. - : Elsevier BV. - 0148-2963. ; 137, s. 579-587
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Tidskriftsartikel (refereegranskat)abstract
- Social media communication is attractive for non-profit organizations (NPOs); however, the channels of social media are not homogeneous; a factor not sufficiently considered by empirical research. We address this gap by looking into the moderating effect of social media channel choice on the impact of brand trust on process and outcome quality. By surveying 174 customers of an Austrian NPO, we analyze different social media channels to investigate whether (1) the established wisdom of service marketing regarding the positive impact of brand trust on service quality holds in the social-media context and (2) whether the choice of social media channel moderates these relationships. The results confirm the established model of service quality. Knowledge from traditional marketing can still be applied in a digital environment. However, the moderation analysis highlights the relevance of social media channel choice and illustrates different effects on YouTube, Facebook, and Instagram. We discuss the implications.
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| 2. |
- Kraus, Sascha, et al.
(författare)
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Diskussionslinien der Entrepreneurial Marketing – Forschung: Ergebnisse einer Zitationsanalyse
- 2011
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Ingår i: Zeitschrift für Betriebswirtschaft. - : Springer. - 0044-2372 .- 1861-8928. ; :6, s. 27-58
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Tidskriftsartikel (refereegranskat)abstract
- Abstract: Entrepreneurial Marketing (EM) is a research field that grows dynamically and that seems to be heterogeneous. Heterogeneity of a research field exacerbates the orientation in and the advancement of the field. Therefore, this article strives to inventarize the EM-literature and thereby to identify key discussion lines of EM research.Based on a comprehensive literature analysis, we first outline the history of EM research, and identify core authors and core journal Based on a citation analysis of 199 EM papers with a total of 6,222 references and an ensuing expert evaluation, we identify four key discussion lines: (1) theoretical foundations, (2) entrepreneurship-marketing interface, (3) new venture- and SME-marketing, and (4) EM in the sense of innovative, proactive and risk-oriented marketing. These four discussion lines and the respective literature constitute a framework for the advancement of EM research.
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| 3. |
- Kraus, Sascha, et al.
(författare)
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The entrepreneurial marketing domain: a citation and co-citation analysis
- 2012
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Ingår i: Journal of Research in Marketing and Entrepreneurship. - : Emerald Group Publishing Limited. - 1471-5201 .- 1471-521X. ; 14:1, s. 6-26
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Forskningsöversikt (refereegranskat)abstract
- Purpose – Entrepreneurial marketing (EM) is at the brink of becoming an established discipline. To advance the field further and to better guide research efforts in different sub categories, the purpose of this paper is to examine the field’s intellectual structure with the help of citation and co-citation analysis.Design/methodology/approach – This paper is based on a two-stage research design. First a citation analysis is carried out through which thematic clusters are identified. In a second step a co-citation analysis is conducted to determine the intellectual structure of EM research.Findings – This study exposes the most influential authors and publications and emphasizes conjunctions among scholars and their findings. Results show three streams that are the foundation of EM research: theoretical foundations of management, entrepreneurship, and marketing; the research interface of marketing and entrepreneurship; SME and new venture marketing.Research limitations/implications – The results of a bibliometric analysis are limited by the publications that have been selected as a starting point. However, through the selection criteria chosen to identify the database for analysis, the authors are confident that the results illustrate the intellectual structure of EM research in its entirety. The authors recommend that future research should be conducted in one of the three sub-fields identified in this study.Practical implications – By laying out different research streams within EM it is hoped that future research will be guided in different directions. “Fine-tuning” of research efforts will benefit small, new, and entrepreneurial firms.Originality/value – The analyses conducted in this paper draw a picture of the field that is based on a quantitative approach and therefore sets itself apart from other literature reviews that have aqualitative core.
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| 4. |
- Whalen, Peter, et al.
(författare)
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Anatomy of competitive advantage : towards a contingency theory of entrepreneurial marketing
- 2016
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Ingår i: Journal of Strategic Marketing. - : Routledge. - 0965-254X .- 1466-4488. ; 24:1, s. 5-19
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Tidskriftsartikel (refereegranskat)abstract
- Entrepreneurial marketing (EM), born out of the practice of firms operating in conditions of uncertainty, is emerging as a powerful alternative to cope with the decreasing effectiveness associated with traditional marketing. In this article, the authors provide their collective position regarding the field of EM. A brief history and conceptual background of EM is presented and the contextual differences that have shaped its evolution are considered. Distinctions between traditional and EM are derived based on discussions of the concepts of size, speed, market, opportunity, risk, and uncertainty. The perspective of value co-creation in uncertainty is used to develop a contingency framework to serve as the foundation towards a general theory of EM. Operand and operant resources and environmental conditions are proposed to moderate the EM process from opportunity recognition to entrepreneurial organization, EM, and temporary competitive advantage. The theoretical facets are illustrated with seven propositions and directions for future research.
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