| 1. |
- Paschen, Jeannette, et al.
(författare)
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Artificial intelligence (AI) and its implications for market knowledge in B2B marketing
- 2019
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Ingår i: Journal of business & industrial marketing. - : EMERALD GROUP PUBLISHING LTD. - 0885-8624 .- 2052-1189. ; 34:7, s. 1410-1419
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Tidskriftsartikel (refereegranskat)abstract
- Purpose The purpose of this paper is to explain the technological phenomenon artificial intelligence (AI) and how it can contribute to knowledge-based marketing in B2B. Specifically, this paper describes the foundational building blocks of any artificial intelligence system and their interrelationships. This paper also discusses the implications of the different building blocks with respect to market knowledge in B2B marketing and outlines avenues for future research. Design/methodology/approach The paper is conceptual and proposes a framework to explicate the phenomenon AI and its building blocks. It further provides a structured discussion of how AI can contribute to different types of market knowledge critical for B2B marketing: customer knowledge, user knowledge and external market knowledge. Findings The paper explains AI from an input-processes-output lens and explicates the six foundational building blocks of any AI system. It also discussed how the combination of the building blocks transforms data into information and knowledge. Practical implications - Aimed at general marketing executives, rather than AI specialists, this paper explains the phenomenon artificial intelligence, how it works and its relevance for the knowledge-based marketing in B2B firms. The paper highlights illustrative use cases to show how AI can impact B2B marketing functions. Originality/value The study conceptualizes the technological phenomenon artificial intelligence from a knowledge management perspective and contributes to the literature on knowledge management in the era of big data. It addresses calls for more scholarly research on AI and B2B marketing.
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| 2. |
- Paschen, Jeannette, 1974-, et al.
(författare)
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Unpacking artificial intelligence – How the building blocks of artificial intelligence (AI) contribute to creating market knowledge from big data
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Annan publikation (övrigt vetenskapligt/konstnärligt)abstract
- Purpose:This study explains artificial intelligence (AI) and its contributions to creating market knowledge from big data. Specifically, this study describes the foundational building blocks of any AI technology, their interrelationships and the implications of different building blocks with respect to creating market knowledge, along with illustrative examples. Design/methodology/approach:The study is conceptual and proposes a framework to explicate the phenomenon AI and its building blocks. It further provides a model of how AI contributes to creating market knowledge from big data. Findings:The study explains AI from an input–processes–output lens and explicates the six foundational building blocks of AI. It discusses how the use of different building blocks transforms data into information and knowledge. It proposes a conceptual model to explicate the role of AI in creating market knowledge and suggests avenues for future research. Practical implications:This study explains the phenomenon artificial intelligence, how it works and its relevance for creating market knowledge for B2B firms. Originality/value:The study contributes to the literature on market knowledge and addresses calls for more scholarly research to understand AI and its implication for creating market knowledge.
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| 3. |
- Whittaker, Lucas, et al.
(författare)
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"All Around Me Are Synthetic Faces" : The Mad World of AI-Generated Media
- 2020
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Ingår i: IT Professional Magazine. - : Institute of Electrical and Electronics Engineers (IEEE). - 1520-9202 .- 1941-045X. ; 22:5, s. 90-99
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Tidskriftsartikel (refereegranskat)abstract
- Advances in artificial intelligence and deep neural networks have led to a rise in synthetic media, i.e., automatically and artificially generated or manipulated photo, audio, and video content. Synthetic media today is highly believable and "true to life"; so much so that we will no longer be able to trust what we see or hear is unadulterated and genuine. Among the different forms of synthetic media, the most concerning forms are deepfakes and general adversarial networks (GANs). For IT professionals, it is important to understand what these new phenomena are. In this article, we explain what deepfakes and GANs are, how they work and discuss the threats and opportunities resulting from these forms of synthetic media.
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| 4. |
- Berthon, Pierre, et al.
(författare)
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CGIP : MANAGING CONSUMER-GENERATED INTELLECTUAL PROPERTY
- 2015
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Ingår i: California Management Review. - : UNIV CALIF. - 0008-1256 .- 2162-8564. ; 57:4, s. 43-62
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Tidskriftsartikel (refereegranskat)abstract
- Two related trends characterize the recent past: value propositions are migrating from the physical to the informational, and value creation is shifting from firms to consumers. These two trends meet in the phenomenon of "consumer-generated intellectual property" (CGIP). This article addresses the question: "How should firms manage the intellectual property that their customers create?" It explores how CGIP presents important dilemmas for managers and argues that consumers' "intellectual property" should not be leveraged at the expense of their "emotional property." It integrates these perspectives into a diagnostic framework and discusses eight strategies for firms to manage CGIP.
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| 5. |
- Brown, Terrence, 1962-
(författare)
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An Evaluation of Crowdsourcing as a Tool for Marketing Activities
- 2019
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- Advances in technology and social media have facilitated the rapid development of crowdsourcing as an innovative tool within the field of marketing. This has driven researchers to investigate more deeply the phenomenon of crowdsourcing as a marketing innovation. The overall purpose of this thesis is expressed as: To explore and describe the use of crowdsourcing within the field of marketing. More specifically, the primary purpose of the thesis is to understand better - How crowdsourcing can be used as a marketing tool. This thesis aims to illuminate the gap in the extant marketing literature by reviewing current academic knowledge surrounding crowdsourcing and marketing. The use of the crowd as a marketing tool is growing primarily because of the advent of the Internet; however, as technology continues to advance the possibilities, challenges and side effects of crowdsourcing also change. These also need to be investigated continually. More specifically as digital marketing moves from a Web 2.0 environment to a Web 3.0 environment there will be new opportunities as well as pitfalls. As a result, new and relevant marketing problems exist at the nexus of crowdsourcing and marketing.The research problem is sub-divided into the following four research questions:RQ1: To what extent are crowdfunding platforms accessible to organizations as a marketing channel and, if so, what role can these platforms play?RQ2: How will the shift from Web 2.0 (and active-user input) to Web 3.0(and passive-data/sensor–based input) impact the new opportunities/product development process?RQ3: How can user-generated content help firms make strategic decisions about new business opportunities? RQ4: How is the evolution of crowdsourcing impacting information externalities and consumer privacy and how is this impacting marketing? This research is further divided into two sections. The first part investigates marketing activities specifically new opportunities/product development, advertising and promotion, and marketing research. The second section focuses on one of the possible repercussions of crowdsourcing in the marketing process. Most research on crowdsourcing focuses on the first section (i.e., the marketing activities) and how crowdsourcing is a positive marketing tool. Much less research aims its attention on the consequences and/or potential negative aspects of crowdsourcing.This thesis consists of two published papers and two studies. Each project handles one of research questions. The first two papers and the first study focus on three marketing activities (i.e., advertising, promotion and sales, new product and service development, and market research). The second study focuses on one of the possible consequences of the growth of crowdsourcing as a tool in the marketing process.While each paper and study has its own individual contributions, the overall contribution of this study is multi-fold. First, it develops a definition of crowdsourcing as: a tool or process by which the firm can increase or expand the resources to which it has access to by using the collective effort of a group of individuals or organizations. Second, as a result of these four research projects, crowdsourcing can further be seen as a situational, contextual and flexible tool that can be used in many different organizational contexts. The specific context for this thesis is marketing and as a result, crowdsourcing can play a wide variety of marketing roles.
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| 6. |
- Dabirian, Amir, et al.
(författare)
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A great place to work!? : Understanding crowdsourced employer branding
- 2017
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Ingår i: Business Horizons. - : Elsevier. - 0007-6813 .- 1873-6068. ; 60:2, s. 197-205
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Tidskriftsartikel (refereegranskat)abstract
- The benefits provided by employment and identified with a specific employing company are referred to as employer branding. We argue that when employees use IT to share and access work-related experiences openly across organizations, their expectations and assessments of workplaces change. We collected 38,000 reviews of the highest and lowest ranked employers on Glassdoor, an online crowdsourced employer branding platform. Using IBM Watson to analyze the data, we identify seven employer branding value propositions that current, former, and potential employees care about when they collectively evaluate employers. These propositions include (1) social elements of work, (2) interesting and challenging work tasks, (3) the extent to which skills can be applied in meaningful ways, (4) opportunities for professional development, (5) economic issues tied to compensation, (6) the role of management, and (7) work/life balance. We clarify that these value propositions do not all matter to the same extent and demonstrate how their relative valences and weights differ across organizations, especially if institutions are considered particularly good or bad places to work. Based on these findings, we show how employers can use crowdsourced employer branding intelligence to become great places to work that attract highly qualified employees.
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| 7. |
- Dabirian, Amir, et al.
(författare)
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Employer Branding : Understanding Employer Attractiveness of IT Companies
- 2019
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Ingår i: IT Professional Magazine. - : IEEE COMPUTER SOC. - 1520-9202 .- 1941-045X. ; 21:1, s. 82-89
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Tidskriftsartikel (refereegranskat)abstract
- Attracting and retaining IT talent remains challenging for IT ecutives. The limited supply of highly skilled candidates, combined th high workforce mobility, results in considerable hiring, training, d developing costs. To help IT employers overcome these challenges, e authors discuss employer branding as one strategy to manage firms' putations as "great places to work." Based on a content analysis of arly 15 000 employee reviews, this article identifies and describes ght values that IT professionals care about when evaluating IT ployers, highlights which values are most important, and provides commendations for how IT firms can use employer brand intelligence to tract and retain IT talent to remain competitive.
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| 8. |
- Dabirian, Amir, et al.
(författare)
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Enticing the IT crowd : employer branding in the information economy
- 2019
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Ingår i: Journal of business & industrial marketing. - : EMERALD GROUP PUBLISHING LTD. - 0885-8624 .- 2052-1189. ; 34:7, s. 1403-1409
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Tidskriftsartikel (refereegranskat)abstract
- Purpose The purpose of this paper is to develop an instrument to measure employer branding in the information age. Firms increasingly migrate from matter-intensive business models to information-intensive models, where value lies in information rather than the physical objects. This shift has, in turn, led to a change in employee work skills. This is particularly true in the information technology (IT) sector, where firms rely on a limited supply of skilled labor. Employer branding, a firm's reputation as a place to work, is an important strategy to attract and retain employees. Design/methodology/approach From the literature, the authors developed and refined an instrument to measure key value propositions of employer brands. The potential IT employees surveyed in the study were students enrolled in the disciplines of computer science and information systems at a comprehensive university in North America. The study went through three stages resulting in an instrument for psychometric properties. Findings This research revealed eight employer branding value propositions that future IT employees care about. These dimensions are important for both IT firms and industries competing for skilled IT labor to understand and manage. Originality/value This paper extends the work of Berthon et al. (2005) on employer branding to the information intensive age and particularly the IT sector. It allows executives to manage and measure their employer brand so as to maximize competitive advantage in attracting and retaining skilled employees.
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| 9. |
- Dunne, David, et al.
(författare)
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Can Design Thinking Succeed in Your Organization?
- 2022
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Ingår i: MIT Sloan Management Review. - : Massachusetts Instiitute of Technology. - 1532-9194 .- 1532-8937. ; 64:1, s. 60-67
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Tidskriftsartikel (refereegranskat)
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| 10. |
- Ferreira, Caitlin, et al.
(författare)
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The sharing economy’s impact on motivations to enter hybrid entrepreneurship : Using self-determination theory as an explanatory framework
- 2021
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Ingår i: International Review of Entrepreneurship. - : Senate Hall Academic Publishing. - 2009-2822. ; 19:1, s. 93-116
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Tidskriftsartikel (refereegranskat)abstract
- The expansion of the sharing economy has significantly disrupted industries and transformed classifications of employment. The sharing economy has reduced barriers to entry for entrepreneurs, however the decline in entrepreneurship in many countries seemingly contradicts this. Hybrid entrepreneurship (HE), however, has seen substantial growth aligned to the sharing economy’s development. This paper explores the link between the sharing economy and motivations for pursuing HE, in particular using the self-determination theory as a theoretical framework. Through the use of semi-structured interviews with 20 hybrid entrepreneurs, four extrinsic and four intrinsic motivations were identified. The research highlights the extent to which the sharing economy has changed the path of entrepreneurial venture development, easing the accessibility thereof. This research has implications for many stakeholders in the sharing economy. Future researchers should consider whether an individual’s industry of salaried employment impacts their primary motivation for pursuing HE, examine the impact of regulation on the sharing economy and develop strategies for established businesses under threat as a result of sharing economy business models.
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| 11. |
- Flostrand, Andrew, et al.
(författare)
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Fake news and brand management : a Delphi study of impact, vulnerability and mitigation
- 2020
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 29:2, s. 246-254
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Tidskriftsartikel (refereegranskat)abstract
- PurposeFake news is presently one of the most discussed phenomena in politics, social life and the world of business. This paper aims to report the aggregated opinions of 42 brand management academics on the level of threat to, the involvement of, and the available actions of brand managers resulting from fake news.Design/methodology/approachA Delphi study of 42 academics with peer-reviewed publications in the brand management domain.FindingsThe study found that on some dimensions (e.g. the culpability of brand managers for incentivizing fake news by sponsoring its sources), expert opinion varied greatly. Other dimensions (e.g. whether the impact of fake news on brand management is increasing) reached a high level of consensus. The general findings indicate that fake news is an increasing phenomenon. Service brands are most at risk, but brand management generally is need of improving or implementing, fake news mitigation strategies.Research limitations/implicationsWidely diverse opinions revealed the need for conclusive research on the questions of: whether brands suffer damage from sponsoring fake news, whether fake news production is supported by advertising and whether more extensive use of internet facilitated direct interactions with the public through crowdsourcing increased vulnerability.Practical implicationsExperts agreed that practitioners must become more adept with contemporary tools such as fake news site blacklists, and much more aware of identifying and mitigating the brand vulnerabilities to fake news.Social implicationsA noteworthy breadth of expert opinion was revealed as to whether embellished or fabricated brand narratives can be read as fake news, inviting the question as to whether brands now be held to higher standards of communication integrity.Originality/valueThis paper provides a broad-shallow exploratory overview of the professional opinions of a large international panel of brand management academics on how the recent arrival of industrial fake news does, and will, impact this field.
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| 12. |
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| 13. |
- Hall, Daniel Edward
(författare)
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Understanding the provision and processing of information for information-intensive products as a basis for market segmentation
- 2016
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- This thesis helps to address the gap in literature relating to the study of the provision of information to consumers, consumer information search behaviour and consumer information processing and choice behaviour relating to information-intensive products. Throughout the thesis, wine is taken as an example of an information-intensive product. Through a series of four published papers in peer reviewed journals, the thesis examines how firms can control and manipulate the provision of information to consumers and that by restricting the availability of information, the firm can make its target consumers want the product even more. Although secrecy has existed for centuries, as a marketing tool it is relatively new and little is understood about its power or purpose in marketing strategy. The thesis also analyses how consumers process information relating to information-intensive products using mental shortcuts, or heuristics, to substitute price for product quality at increasing rates of product consumption. Finally, the thesis provides a new way in which to segment the luxury wine market based on consumer knowledge together with the timing of consumption.The thesis provides a number of interesting advancements in marketing and consumer behaviour research. The first advancement examines whether secret wine societies are actually that secret at all and finds that they are not; however this finding does not absolve the need for marketers to use secrecy as a marketing tool. The second advancement provides insight into advertising, blogs and consumer innovativeness and finds a positive relationship between attitude toward advertising and consumer innovativeness. The third advancement finds evidence that consumers’ process information by using the price-quality heuristic, for both sighted and blind tasting experiments. Furthermore, the study finds that blind tasting (deliberate thinking) reinforces sighted tasting (automatic thinking) which contributes to judgement errors about product quality. The fourth advancement is to provide a new way to segment the luxury wine market based on consumer objective knowledge, frequency of consumption and timing of consumption.
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| 14. |
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| 15. |
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| 16. |
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| 17. |
- Kietzmann, Jan, et al.
(författare)
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Mobility at work : A typology of mobile communities of practice and contextual ambidexterity
- 2013
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Ingår i: Journal of strategic information systems. - : Elsevier. - 0963-8687 .- 1873-1198. ; 22:4, s. 282-297
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Tidskriftsartikel (refereegranskat)abstract
- Abstract Innovations in mobile technology shape how mobile workers share knowledge and collaborate on the go. We introduce mobile communities of practice (MCOPs) as a lens for understanding how these workers self-organize, and present three MCOP case studies. Working from contextual ambidexterity, we develop a typology of bureaucratic, anarchic, idiosyncratic and adhocratic MCOPs. We discuss how variations in the degree of organizational alignment and individual discretion shape the extent to which these types explore and exploit mobile work practices and approach organizational ambidexterity. This article concludes with important strategic implications for managing mobile work and practical considerations for identifying, creating, and supporting MCOPs.
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| 18. |
- Lang, Bodo, et al.
(författare)
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How to Grow the Sharing Economy? Create Prosumers!
- 2020
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Ingår i: Australasian Marketing Journal. - : Sage Publications. - 1441-3582 .- 1839-3349. ; 28:3, s. 58-66
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Tidskriftsartikel (refereegranskat)abstract
- The sharing economy has changed many rules of business. One of those rules is the role of the firm and – importantly – the role of consumers, who can perform two roles and become both providers and consumers, i.e. “prosumers”. Therefore, the key network effect to leveraging the power of the sharing economy is for one-sided users, those who are consumers (e.g., Airbnb guests) or providers (e.g., Airbnb hosts), to add the second role and perform as providers and consumers and become prosumers (e.g., those who are Airbnb guests and hosts). Surprisingly, no studies have investigated this important phenomenon and measured how one-sided users may become prosumers. An online survey of 305 Airbnb users showed that trust and gratitude had a significant positive influence on service providers’ and consumers’ intentions to adopt the respective other role and become prosumers, and that those with high gratitude and trust had the highest intentions to become prosumers. However, consumers and providers differed markedly in how trust and gratitude influenced their intention to become prosumers. This study expands our understanding of trust and gratitude and highlights the potential for sharing platforms to create prosumers from both pools of one-sided users. Furthermore, it also makes a valuable contribution to the prosumer and sharing economy literatures by being the first to empirically measure users’ intentions to become prosumers in the sharing economy. We discuss the implications of the findings for practitioners, and suggest how future research could help leverage the sharing economy
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| 19. |
- Lee, Linda W., et al.
(författare)
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Making sense of text : artificial intelligence-enabled content analysis
- 2020
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Ingår i: European Journal of Marketing. - : Emerald. - 0309-0566 .- 1758-7123. ; 54:3, s. 615-644
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Tidskriftsartikel (refereegranskat)abstract
- Purpose The purpose of this paper is to introduce, apply and compare how artificial intelligence (AI), and specifically the IBM Watson system, can be used for content analysis in marketing research relative to manual and computer-aided (non-AI) approaches to content analysis. Design/methodology/approach To illustrate the use of AI-enabled content analysis, this paper examines the text of leadership speeches, content related to organizational brand. The process and results of using AI are compared to manual and computer-aided approaches by using three performance factors for content analysis: reliability, validity and efficiency. Findings Relative to manual and computer-aided approaches, AI-enabled content analysis provides clear advantages with high reliability, high validity and moderate efficiency. Research limitations/implications - This paper offers three contributions. First, it highlights the continued importance of the content analysis research method, particularly with the explosive growth of natural language-based user-generated content. Second, it provides a road map of how to use AI-enabled content analysis. Third, it applies and compares AI-enabled content analysis to manual and computer-aided, using leadership speeches. Practical implications - For each of the three approaches, nine steps are outlined and described to allow for replicability of this study. The advantages and disadvantages of using AI for content analysis are discussed. Together these are intended to motivate and guide researchers to apply and develop AI-enabled content analysis for research in marketing and other disciplines. Originality/value To the best of the authors' knowledge, this paper is among the first to introduce, apply and compare how AI can be used for content analysis.
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| 20. |
- Morrison, Stacey, et al.
(författare)
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Technology and financial services : Marketing in times of U-commerce
- 2015
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Ingår i: Journal of Financial Services Marketing. - : Palgrave Macmillan. - 1363-0539 .- 1479-1846. ; 20:4, s. 273-281
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Tidskriftsartikel (refereegranskat)abstract
- This article revisits and uses the so-called U-Commerce framework to challenge financial services marketing decision makers to consider reformulating marketing objectives in an age of ubiquitous technological networks. It outlines the 4 U's of U-Commerce - ubiquity, universality, unison and uniqueness, and revisits the original framework used to conceptualize U-Commerce. Then it identifies and describes four broad marketing objectives that financial services marketers can strive for, including amplification, attenuation, contextualization and transcension. Four broad marketing strategies can be used to achieve these objectives, namely nexus marketing, sync marketing, immersion marketing and transcension marketing. Examples specific to financial services marketing are used to illustrate and discuss these strategies.
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| 21. |
- Paschen, Jeannette, et al.
(författare)
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A votre sante - conceptualizing the AO typology for luxury wine and spirits
- 2016
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Ingår i: International Journal of Wine Business Research. - : Emerald Group Publishing Limited. - 1751-1062 .- 1751-1070. ; 28:2, s. 170-186
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - The status of icewine as a luxury item is largely undisputed in popular perception. Despite this, icewine has received very little attention in the management literature. This paper aims to close this gap by developing a theoretical framework to segment the luxury wine and spirits market with a focus on icewine. Design/methodology/approach - This paper is conceptual in nature. The authors adapt Berthon et al.'s (2009) aesthetics and ontology (AO) framework for luxury brands to provide a theoretical lens for segmenting the luxury wine and spirits market into four distinct segments. Findings - The main contribution of this paper is a theoretical framework for segmenting the market for luxury wines and spirits into four distinct segments: cabinet collectors, cellar collectors, connoisseurs and carousers. The authors then apply their framework to the icewine category and outline considerations for the marketing mix of icewine producers. Practical implications - The AO framework for luxury wines and spirits is beneficial for icewine producers to help differentiate their current and future market segments. In addition, this paper outlines practical implications for icewine maker's marketing mix that could enhance their competitive position today and in the future. Originality/ value - This is the first paper examining icewine in the context of luxury marketing.
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| 22. |
- Paschen, Jeannette, 1974-, et al.
(författare)
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Artificial intelligence (AI) and value co-creation in B2B sales : Activities, actors and resources
- 2021
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Ingår i: Australasian Marketing Journal. - : Elsevier. - 1441-3582 .- 1839-3349. ; 29:3, s. 243-251
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Tidskriftsartikel (refereegranskat)abstract
- Continuous advances in information technologies, such as Artificial intelligence (AI), are opening up new and exciting opportunities for value co-creation between economic actors. However, little is known about the mechanisms and the process of value co-creation enabled by AI. While scholars agree that AI technology significantly changes human activities and human resources, currently we do not have an adequate understanding of how humans and AI technology interact in value co-creation. This is the central phenomenon investigated in this article. Specifically, using Service-Dominant Logic (S-DL) as a lens, this study investigates the activities, roles and resources that are exchanged in AI-enabled value co-creation, using the creation of competitive intelligence as a research context. The analysis suggests that AI-enabled value co-creation processes are complex interactions between human and non-human actors who perform any of six different roles either jointly or independently. This article contributes to SD-L and provides a deeper understanding of the activities (the ‘how’), the actors (the ‘who’), and the resources (the ‘what’) in AI-enabled value co-creation, thus helping to close an identified gap in the literature.
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| 23. |
- Paschen, Jeannette, 1974-, et al.
(författare)
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Artificial intelligence (AI) and value co-creation in B2B sales: Activities, actors and resources
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Annan publikation (övrigt vetenskapligt/konstnärligt)abstract
- Artificial intelligence (AI) allows business actors to exchange resources, particularly information and knowledge, to strengthen their businesses. These AI-enabled value co-creation processes are playing a substantial role in the business-to-business (B2B) sales context. However, little is known about the mechanisms and the process of value co-creation enabled by AI. On this basis, this study addresses this gap by employing Service-Dominant Logic to understand value co-creation with AI. This study identifies the value co-creation process and provides an understanding of the actors, activities and resources during the usage of AI to create value in B2B sales. The study also identifies several limitations of AI, such as value co-creation is heavily dependent on human activities and resources. Lastly, we suggest that managers continue to manage customer expectations when using AI for value co- creation and highlight the necessity of human actors and resources in the value co-creation process.
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| 24. |
- Paschen, Jeannette, et al.
(författare)
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The brand personalities of brand communities : an analysis of online communication
- 2017
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Ingår i: Online information review (Print). - : Emerald Group Publishing Limited. - 1468-4527 .- 1468-4535. ; 41:7, s. 1064-1075
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Tidskriftsartikel (refereegranskat)abstract
- PurposeOnline brand communities provide a wealth of insights about how consumers perceive and talk about a brand, rather than what the firm communicates about the brand. The purpose of this paper is to understand whether the brand personality of an online brand community, rather than of the brand itself, can be deduced from the online communication within that brand community.Design/methodology/approachThe paper is empirical in nature. The authors use community-generated content from eight online brand communities and perform content analysis using the text analysis software Diction. The authors employ the five brand personality dictionaries (competence, excitement, ruggedness, sincerity and sophistication) from the Pitt et al. (2007) dictionary source as the basis for the authors’ analysis.FindingsThe paper offers two main contributions. First, it identifies two types of communities: those focusing on solving functional problems that consumers might encounter with a firm’s offering and those focusing on broader engagement with the brand. Second, the study serves as a blueprint that marketers can adopt to analyze online brand communities using a computerized approach. Such a blueprint is beneficial not only to analyze a firm’s own online brand community but also that of competitors, thus providing insights into how their brand stacks up against competitor brands.Originality/valueThis is the first paper examining the nature of online brand communities by means of computerized content analysis. The authors outline a number of areas that marketing scholars could explore further based on the authors analysis. The paper also highlights implications for marketers when establishing, managing, monitoring and analyzing online brand communities
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| 25. |
- Paschen, Ulrich, et al.
(författare)
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Artificial intelligence : Building blocks and an innovation typology
- 2020
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Ingår i: Business Horizons. - : Elsevier. - 0007-6813 .- 1873-6068. ; 63:2, s. 147-155
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Tidskriftsartikel (refereegranskat)abstract
- The range of topics and the opinions expressed on artificial intelligence (AI) are so broad that clarity is needed on the the field’s central tenets, the opportunities AI presents, and the challenges it poses. To that end, we provide an overview of the six building blocks of artificial intelligence: structured data, unstructured data, preprocesses, main processes, a knowledge base, and value-added information outputs. We then develop a typology to serve as an analytic tool for managers grappling with AI’s influence on their industries. The typology considers the effects of AI-enabled innovations on two dimensions: the innovations’ boundaries and their effects on organizational competencies. The typology’s first dimension distinguishes between product-facing innovations, which influence a firm’s offerings, and process-facing innovations, which influence a firm’s operations. The typology’s second dimension describes innovations as either competence-enhancing or competence-destroying; the former enhances current knowledge and skills, whereas the latter renders existing skills and knowledge obsolete. This framework lets managers evaluate their markets, the opportunities within them, and the threats arising from them, providing valuable background and structure to important strategic decisions.
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| 26. |
- Pitt, Christine, et al.
(författare)
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Emotions and sentiment : An exploration of artist websites
- 2018
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Ingår i: Journal of Public Affairs. - : John Wiley & Sons. - 1472-3891 .- 1479-1854. ; 18:2
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Tidskriftsartikel (refereegranskat)abstract
- Artists of all genres express their emotions through their creations and market their works online. We argue that in marketing their work online, it is important to understand not only the emotional responses of the artistic works themselves but also that the sentiment evoked on their websites matters. Developing the correct website sentiment can have favorable consequences. It can increase the interest of potential consumers, assure that appropriate expectations are set for the actual consumption experience, and lead to increased sales and word of mouth marketing. Online sentiment that is ill-aligned to the emotions the actual offering evokes can have adverse consequences, including disappointment with the actual offering and buyer's remorse. To better understand the online sentiment of artists' websites, we begin by briefly revisiting the interplay between art, emotions, and the issue of online “sentiment.” Then, we describe a study of a sample of artists' websites that had the objective of gauging both the nature of and the extent of the emotions present in its text, as well as gaining an indication of the sentiment of the website. We describe the use of a relatively new content analysis tool to do this. Following this, we explore the data gathered, with the specific purpose of determining whether the emptions expressed on artists' websites can significantly predict sentiment, if so, which emotions tend to be the strongest predictors. We conclude by discussing some managerial implications of the results and by identifying avenues for future research.
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| 27. |
- Pitt, Christine, et al.
(författare)
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Employee brand engagement on social media : Managing optimism and commonality
- 2018
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Ingår i: Business Horizons. - : Elsevier. - 0007-6813 .- 1873-6068. ; 61:4, s. 635-642
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Tidskriftsartikel (refereegranskat)abstract
- This article considers how employees engage with B2B firms on social media, a topic that is largely overlooked in the extant brand engagement literature. Using the results from a large-scale study of employee brand engagement on social media, we identify two key drivers of employee brand engagement using the content analysis tool DICTION-namely, optimism and commonality. Employees of top-ranked and -rated firms express higher levels of optimism and commonality in their reviews of their employers on social media than do their counterparts in bottom-ranked and -rated firms. This permits the construction of a 2 x 2 matrix that allows managers to diagnose strategies for increasing or improving employee brand engagement. This creates four different kinds of employee brand engagement situations, and offers human resources and marketing managers different strategies in each case. We demonstrate how practitioners and scholars can shed new light on the way stake-holders engage with brands.
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| 28. |
- Pitt, Christine, et al.
(författare)
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How employees engage with B2B brands on social media : Word choice and verbal tone
- 2019
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Ingår i: Industrial Marketing Management. - : ELSEVIER SCIENCE INC. - 0019-8501 .- 1873-2062. ; 81, s. 130-137
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Tidskriftsartikel (refereegranskat)abstract
- Marketing scholars and practitioners are keenly interested in brand engagement in social media because brand engagement has strong links to brand equity. However, much of the marketing literature focuses on customer brand engagement and often in a consumer market setting. This paper advances this literature in two ways by (1) focusing on employees, not customers, as important stakeholders who frequently engage with brands on social media, and by (2) observing brand engagement in a business-to-business context. We develop a conceptual framework based on a theory of word choice and verbal tone to understand the content of engagement observations (i.e., reviews) that breaks into five content dimensions-activity, optimism, certainty, realism, commonality-and four calculated dimensions-insistence, embellishment, variety, and complexity. Then, we examine over 6300 job reviews authored by employees of B2B firms to explore the differences in the way employees engage with both highly-ranked, and-rated brands versus low-ranked and-rated brands. We find that there are significant differences in nearly all the theoretical dimensions, yet the effect sizes are much larger between high versus low review ratings compared to high versus low B2B brand ranking. We close with some important managerial implications and future research directions.
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| 29. |
- Pitt, Christine, 1991-, et al.
(författare)
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Quantitative insights from online qualitative data : An example from the health care sector
- 2018
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Ingår i: Psychology & Marketing. - : Wiley. - 0742-6046 .- 1520-6793. ; 35:12, s. 1010-1017
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Tidskriftsartikel (refereegranskat)abstract
- Among the deluge of online data generated by users in the form of text on social media sites, health care reviews are among the most common, and potentially, the most insightful. Patients review and comment on the experiences with procedures as varied as hysterectomies, colonoscopies, and chemotherapy. In their attempts to reduce the uncertainty associated with medical treatments, many patients nowadays also turn to social media, where they rely on the experiences articulated by other patients. In this study, IBM Watson is used to examine how knee replacement patients talk about their emotions and express sentiment through their comments online. Then, a latent class cluster modeling procedure is used 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. The 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 health care practitioners.
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| 30. |
- Prpic, John, et al.
(författare)
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How to work a crowd : Developing crowd capital through crowdsourcing
- 2015
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Ingår i: Business Horizons. - : Elsevier BV. - 0007-6813 .- 1873-6068. ; 58:1, s. 77-85
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Tidskriftsartikel (refereegranskat)abstract
- Traditionally, the term 'crowd' was used almost exclusively in the context of people who self-organized around a common purpose, emotion, or experience. Today, however, firms often refer to crowds in discussions of how collections of individuals can be engaged for organizational purposes. Crowdsourcing-defined here as the use of information technologies to outsource business responsibilities to crowds-can now significantly influence a firm's ability to leverage previously unattainable resources to build competitive advantage. Nonetheless, many managers are hesitant to consider crowdsourcing because they do not understand how its various types can add value to the firm. In response, we explain what crowdsourcing is, the advantages it offers, and how firms can pursue crowdsourcing. We begin by formulating a crowdsourcing typology and show how its four categories-crowd voting, micro-task, idea, and solution crowdsourcing-can help firms develop 'crowd capital,' an organizational-level resource harnessed from the crowd. We then present a three-step process model for generating crowd capital. Step one includes important considerations that shape how a crowd is to be constructed. Step two outlines the capabilities firms need to develop to acquire and assimilate resources (e.g., knowledge, labor, funds) from the crowd. Step three outlines key decision areas that executives need to address to effectively engage crowds
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| 31. |
- Prpić, John, et al.
(författare)
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Introduction to Crowd Science Minitrack
- 2019
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Ingår i: Proceedings of the 52nd Annual Hawaii International Conference on System Sciences. - : University of Hawai'i at Manoa. ; , s. 5278-5278
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Konferensbidrag (refereegranskat)
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| 32. |
- Prpic, John, 1973-
(författare)
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Specifying and Operationalizing an Organizational Theory of Crowdsourcing
- 2017
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- Introduction: Despite rapid developments across multiple areas of research and practice, an organizational-level theory of Crowdsourcing has yet to emerge.Objectives: Therefore, this thesis has two major objectives; 1) specify the boundaries, constructs, and relationships of an organizational-level theory of Crowdsourcing, and 2) begin the theoretical validation process by operationalizing the theory for new exploratory, explanatory, and conceptual research.Methods: In respect to the first objective, an organizational-level theory of Crowdsourcing is created through inductive processes based upon observations of the real-world, and the extant organizational literature. In respect to the second objective, a mixed-methods research design is implemented to present three separate studies that use the theoretical perspective as a lens to operationalize new exploratory, explanatory, and conceptual Crowdsourcing research.Results: The Crowd Capital perspective is introduced, and defines three new constructs for the Crowdsourcing research; Dispersed Knowledge, Crowd Capability, and Crowd Capital. Crowd Capital theory is shown to be a valid theoretical contribution in the management research by illustrating the perspective’s incremental originality and scientific utility.Conclusion: The thesis develops and validates an organizational-level theory explaining how and why organizations implement Crowdsourcing, and through the exploratory and explanatory operationalizations of the Crowd Capital perspective, this work contributes to the empirical knowledge-base in the Crowdsourcing research. Further, this thesis contributes methodologically by illustrating and implementing a mixed-methods research design for theory validation in the Crowdsourcing research, while also supplying managers and executives with detailed guidance on the trade-offs inherent to the different modalities of Crowdsourcing.Thesis Organization: This thesis is organized in a monograph format comprised of eight chapters; 1) Introduction, 2) Literature review, 3) Theoretical model, 4) Methodology, 5) Exploratory research, 6) Explanatory research, 7) Conceptual research, and 8) Conclusion. As an outcome of this thesis, three journal articles and five conference proceedings have been accepted in peer-reviewed outlets1, and the author has been awarded a mini-track about Crowdsourcing at one of the most prestigious conferences in the field. The articles and the conference mini-track details are listed in Appendix A & B at the end of the dissertation.
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