Martínez-López / D'Alessandro Advances in Digital Marketing and eCommerce

First International Conference, 2020
1. Auflage 2020
ISBN: 978-3-030-47595-6
Verlag: Springer International Publishing
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 230 Seiten, eBook

Reihe: Springer Proceedings in Business and Economics

This book highlights the latest research presented at the first Digital Marketing & eCommerce Conference (Barcelona, Spain, June 2020). Papers include a diverse set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies, social commerce characteristics and their impact on user behavior, social branding, business model, user privacy, and more.

Zielgruppe

Research

Autoren/Hrsg.

Martínez-López, Francisco J.

D'Alessandro, Steven

Inhaltsverzeichnis

1;Preface;6
2;Contents;8
3;Marketing and Advertising: Trends of the Sector;11
3.1;Abstract;11
3.2;1 Introduction;11
3.3;2 Methodology;12
3.4;3 Results;13
3.5;4 Conclusions;16
3.6;Acknowledgement;17
3.7;References;17
4;Influence of Social Networks on Responsible Behaviour by Smart Tourists;19
4.1;Abstract;19
4.2;1 Introduction;19
4.3;2 Literature Review;20
4.4;3 Research Framework and Hypotheses;22
4.5;4 Empirical Study and Methodology;23
4.6;5 Data Analysis and Discussion;23
4.7;6 Conclusion and Implications;25
4.8;References;26
5;Information Use Under Quality Uncertainties and Its Impact on the Digital Goods Production;27
5.1;Abstract;27
5.2;1 Introduction;27
5.3;2 Data and Methodology;29
5.3.1;2.1 Conceptual Framework;30
5.3.1.1;2.1.1 Short-Term Performance;31
5.3.1.2;2.1.2 Long-Term Performance;31
5.3.1.3;2.1.3 User Side Perception;31
5.4;3 Empirical Test and Findings;32
5.5;4 Contribution and Conclusions;33
5.6;References;33
6;Impacts of Blockchain Technology in Marketing;35
6.1;Abstract;35
6.2;1 Introduction;35
6.3;2 Blockchain;36
6.4;3 Blockchain in the Marketing Channel;36
6.5;4 Blockchain to Reduce Advertising Fraud;37
6.6;5 Blockchain for Incentivized Referrals;38
6.7;6 Going Forward;38
6.8;References;39
7;Brand Anthropomorphism and Brand Voice: The Role of the Name-Brand Voice Assistant;41
7.1;Abstract;41
7.2;1 Introduction;41
7.3;2 Brand Anthropomorphism and Brand Voice;42
7.4;3 Methodology;43
7.5;4 Findings;44
7.5.1;4.1 Developing the Human-Like Brand Voice;44
7.5.2;4.2 Developing the Human-Like Consumer-Brand Dialogue;45
7.6;5 Conclusion;47
7.7;References;48
8;Consumers’ Online Institutional Privacy Literacy;50
8.1;Abstract;50
8.2;1 Introduction – the Issue of Consumer Privacy;50
8.3;2 Surveillance Capitalism;52
8.4;3 Absence of a Social Contract;53
8.5;4 Consumer’s Online Institutional Privacy Literacy;54
8.6;5 A Question of Ethics;54
8.7;6 Conclusion;55
8.8;References;55
9;Social Media and Omni-Channel Strategies in the Tourism Industry: An Analysis of Club Med;57
9.1;Abstract;57
9.2;1 Introduction;57
9.3;2 Literature Review;58
9.4;3 Research Question and Methodology;59
9.5;4 Results;60
9.5.1;4.1 Overview of Club Med;60
9.5.2;4.2 Omni-Channel Strategies in Tourism;60
9.5.3;4.3 Social Media as Touchpoint;61
9.6;5 Discussion and Conclusion;63
9.7;References;63
10;Business Is Business: The Difference in Perception of Influencer’s Morality Between Generation Y and Z;66
10.1;Abstract;66
10.2;1 Introduction;66
10.3;2 Sample and Methodology;67
10.4;3 Results;68
10.5;4 Conclusion;69
10.6;Acknowledgements;70
10.7;References;70
11;Types of Electronic Word-of-Mouth and Their Impact on Consumer Attitudes;72
11.1;Abstract;72
11.2;1 Introduction;72
11.3;2 Literature Review and Hypotheses;73
11.4;3 Methodology;75
11.5;4 Results;76
11.6;5 Conclusion;77
11.7;References;78
12;The Drivers of Video Popularity on YouTube: An Empirical Investigation;80
12.1;Abstract;80
12.2;1 Introduction;80
12.3;2 Factors Impacting Online Video Popularity;81
12.3.1;2.1 Linguistics Style;81
12.3.2;2.2 Video Category;82
12.3.3;2.3 Control Variables;82
12.3.4;2.4 Study Model;82
12.4;3 Methodology;83
12.5;4 Results;85
12.6;5 Discussion;87
12.7;References;89
13;A Tale of Two Social Influencers: A New Method for the Evaluation of Social Marketing;90
13.1;Abstract;90
13.2;1 Introduction;90
13.3;2 Method;91
13.3.1;2.1 Data Collection;92
13.3.2;2.2 Sentiment Analysis;93
13.3.3;2.3 Word Cloud Analysis;93
13.3.4;2.4 Network Analysis;94
13.4;3 Results;94
13.5;4 Discussion;98
13.6;References;99
14;Unanticipated Consequences of Interactive Marketing: Systematic Literature Review and Directions for Future Research;101
14.1;Abstract;101
14.2;1 Introduction;101
14.3;2 Literature Search Method;102
14.4;3 Literature Synthesis;102
14.4.1;3.1 Consumer-to-Consumer and Consumer to Company Communication;103
14.4.2;3.2 Impact of Social Influencers and Online Buzz;103
14.4.3;3.3 Impact of Online Advertisement;104
14.4.4;3.4 Impact of Social Media Marketing;104
14.4.5;3.5 Impact of Mobile Advertising;104
14.4.6;3.6 Adoption and Use of New Technologies by Companies;105
14.4.7;3.7 Consumer Empowerment;105
14.4.8;3.8 Complain Handling;105
14.4.9;3.9 Co-creation;106
14.5;4 Limitations and Directions for Future Research;106
14.6;5 Conclusion;107
14.7;References;107
15;Consumer Adoption of Online-to-Offline Food Delivery Services: A Conceptual Model;109
15.1;Abstract;109
15.2;1 Introduction;109
15.3;2 Selection of the Relevant Consumer Studies with O2O-FDS;110
15.4;3 The Conceptual Model for Consumer Adoption of O2O-FDS;111
15.4.1;3.1 Food Choice Motives and the O2O-FDS Adoption;112
15.4.2;3.2 Innovation-Adoption Characteristics and the O2O-FDS Adoption;113
15.4.3;3.3 Socio-demographics and the O2O-FDS Adoption;113
15.4.4;3.4 App-Service Quality and the O2O-FDS Adoption;114
15.5;4 Conclusion;114
15.6;References;115
16;Role of Digital Relationships in the Marketing of Higher Education: An Exploratory Analysis from New Zealand;116
16.1;Abstract;116
16.2;1 Introduction to Relationship Marketing Paradigm;116
16.3;2 Educational Tourism and Online Marketing;117
16.4;3 Methodology;118
16.5;4 Relationship Marketing Strategies for Educational Exports;119
16.6;5 Conclusion;122
16.7;References;122
17;Digital Marketing Strategies in Educational Tourism: A Social Media Perspective;124
17.1;Abstract;124
17.2;1 Social Media Marketing and Educational Tourism;124
17.3;2 Argument Quality and Source Credibility;125
17.4;3 Audience Engagement and Involvement;126
17.5;4 Methodology;127
17.6;5 Key Findings and Implications;128
17.7;References;130
18;Extension of META-UTAUT for Examining Consumer Adoption of Social Commerce: Towards a Conceptual Model;132
18.1;Abstract;132
18.2;1 Introduction;132
18.3;2 Literature Searches;133
18.4;3 Dominant Theories of Social Commerce Adoption;133
18.5;4 Theoretical Model Selection;134
18.6;5 Model Extension and Hypotheses Development;135
18.6.1;5.1 Trust;136
18.6.2;5.2 Perceived Risk;136
18.7;6 Conclusion;136
18.8;References;137
19;The Effect of Web Advertising Visual Design on Online Purchase Intention: Insights on Generations Y and Z;140
19.1;Abstract;140
19.2;1 Introduction;140
19.3;2 Literature Review;141
19.3.1;2.1 Cohort Theory: Generations Y and Z;141
19.3.2;2.2 Social Media, Attitudinal Responses, and Purchase Intention;142
19.3.3;2.3 Web Advertising Visual Design (WAVD);142
19.4;3 Model and Hypotheses;143
19.5;4 Method;144
19.6;5 Results;145
19.7;6 Discussion;147
19.8;7 Conclusion;148
19.9;Acknowledgments;148
19.10;References;148
20;Optimizing the Digital Customer Journey – Improving User Experience by Persona-Based and Situation-Aware Adaptations;151
20.1;Abstract;151
20.2;1 Introduction;151
20.3;2 Related Work;152
20.3.1;2.1 Business Intelligence in E-Commerce;153
20.3.2;2.2 Persona-Based Design;153
20.3.3;2.3 Context- and Situation-Awareness;154
20.4;3 From Personas to Situation-Aware Adaptations;155
20.5;4 Conclusion and Future Work;157
20.6;References;157
21;Influence of Source Credibility on Search for Information;159
21.1;Abstract;159
21.2;1 Introduction;159
21.3;2 Data;160
21.4;3 Results;161
21.5;4 Conclusion and Discussion;161
21.6;References;162
22;Assessing the Determinants of Millennials’ Online Protective Behavior: How Their Protection Motivation Translates into Actual Use Behavior;163
22.1;Abstract;163
22.2;1 Introduction;163
22.3;2 Protection Motivation Theory;164
22.4;3 Reasoned Action Approach;165
22.5;4 Development of the Research Hypotheses;165
22.6;5 Methodology;167
22.7;6 Results and Discussion;168
22.8;7 Conclusion;170
22.9;Acknowledgments;170
22.10;References;170
23;The Effect of App Quality and Compatibility on Consumers’ Omnichannel (OC) App Adoption and Loyalty: Comparison of US and Korean Consumers;173
23.1;Abstract;173
23.2;1 Introduction;173
23.3;2 Literature Review and Model Development;175
23.3.1;2.1 Perceived Quality of Omnichannel (OC) App;175
23.3.2;2.2 Perceived Compatibility;176
23.3.3;2.3 TAM Variables;177
23.4;3 Research Methodology;178
23.5;4 Data Analysis and Results;180
23.5.1;4.1 Reliability and Validity of the Model;180
23.5.2;4.2 Hypothesis Testing;182
23.6;5 Discussion and Implications;183
23.6.1;5.1 Theoretical Implications;183
23.6.2;5.2 Managerial Implications;184
23.7;6 Limitations and Future Research;184
23.8;Appendix A;185
23.9;References;186
24;Optimising Customer Engagement Through Digital Intelligence;189
24.1;Abstract;189
24.2;1 Introduction;189
24.3;2 Digital Marketing Intelligence (DMI);190
24.4;3 Knowledge Management (KM);191
24.5;4 Customer Online Behaviour;192
24.6;5 Customer Engagement;193
24.7;6 Managerial Implication;193
24.8;7 Conclusion;194
24.8.1;7.1 Further Research;195
24.9;References;195
25;Amazon Effect? An Analysis of User-Generated Content on Consumer Electronics Retailers’ Facebook Pages;198
25.1;Abstract;198
25.2;1 Introduction;198
25.3;2 What Is Amazonification?;199
25.4;3 Methodology;200
25.5;4 Preliminary Findings;200
25.6;5 Future Research;202
25.7;Acknowledgements;202
25.8;References;202
26;Daily Active Users of Social Network Sites: Facebook, Twitter, and Instagram-Use Compared to General Social Network Site Use;204
26.1;Abstract;204
26.2;1 Introduction;204
26.3;2 Research Questions;206
26.4;3 Methodology;207
26.4.1;3.1 Sampling;207
26.4.2;3.2 Usage Measure;207
26.5;4 Results;208
26.5.1;4.1 GSNS Versus Specific SNS;208
26.5.2;4.2 Individual Differences in SNS Usage;209
26.6;5 Discussion, Implications, and Limitations;210
26.7;References;211
27;Surfing the Waves of New Marketing in Luxury Fashion: The Case of Online Multi-brand Retailers;213
27.1;Abstract;213
27.2;1 Introduction;213
27.3;2 Digitalization and Luxury Fashion: Key Players in Retailing;214
27.4;3 Methodology;216
27.5;4 New Marketing of Online Multi-brand Retail: The LVR Case;216
27.6;5 Conclusions;219
27.7;References;219
28;Sales Model Based on the Behavior on Facebook;221
28.1;Abstract;221
28.2;1 Introduction;221
28.3;2 Facebook Audiences - Whom, When and What to Show?;222
28.4;3 Seven Phases of Sales on Facebook;223
28.5;4 Conclusion;227
28.6;References;227
29;Author Index;229

Über Autor(innen)

Francisco J. Martínez-López is a Professor of Business Administration at the University of Granada and the Open University of Catalonia (Barcelona) in Spain.

Steven D'Alessandro is an Associate Head of Research, School of Management and Marketing, University of Tasmania in Hobart, Australia.