Key Drivers of Mobile Commerce Adoption. An Exploratory Study of Spanish Mobile Users

Despite dramatic differences between non-store shoppers were discovered, very limited research has been conducted to examine them. This paper analyses the background of M-commerce and key drivers of future Mcommerce decision among Spanish mobile users. Our objective is two-fold: (1) to determine the influence of relations with the Mobile (frequency of Mobile use, length of Mobile use and Mobile affinity), demographics, non-store shopping previous experience (mail, catalogue, Television and Internet) and attitude to M-commerce and its influence on the M-commerce decision and (2) to identify key drivers of future M-commerce intention. We examined data from 606 personal interviews given to Spa…

Are customer star ratings and sentiments aligned? A deep learning study of the customer service experience in tourism destinations

AbstractThis study explores the consistency between star ratings and sentiments expressed in online reviews and how they relate to the different components of the customer experience. We combine deep learning applied to natural language processing, machine learning and artificial neural networks to identify how the positive and negative components of 20,954 online reviews posted on TripAdvisor about tourism attractions in Venice impact on their overall polarity and star ratings. Our findings showed that sentiment valence is aligned with star ratings. A cancel-out effect operates between the positive and negative sentiments linked to the service experience dimensions in mixed-neutral reviews.

DEVELOPMENT OF A BLENDED COURSE FOR ONLINE TEACHING: PROCESS AND OUTCOMES

In this study, we outline the different steps and strategies followed to develop an online formation program aimed to higher education teachers. The aim of this program is to provide with teaching competencies to face the challenges of the next decade’s classroom, with a special focus on the role of digital technology in learning environments, through a combination of a self-managed course with a guided on-site training with real cases. A multicultural, multidisciplinary team conceives this blended learning format, which applies a storytelling approach for content generation and communication. A detailed description of the different factors and stages followed to undertake the project is pr…

Market orientation, trust and satisfaction in dyadic relationships:a manufacturer‐retailer analysis

This paper studies the relationships between the manufacturer's market orientation behaviours and the distributor's trust in the relationship and satisfaction with it. It also analyses the effect of the distributor's trust on his/her satisfaction. Following a review of the literature, three alternative models of relationships between trust and satisfaction are compared. For this purpose the article presents the results of a study of the Spanish ceramic industry. These establish that the effect of the manufacturer's market orientation on the distributor's trust and on its satisfaction with the relationship is different depending on which dimension is considered. The model that best fits the …

Dual nature of cause‐brand fit

PurposeThe purpose of this paper is to analyse the dual nature of social cause‐brand fit by studying the influence of two cause‐brand fit categories, functional fit and image fit, on the formation of brand corporate social responsibility consumer perception (CSR perception) in a cause‐brand alliance (CBA) context.Design/methodology/approachA theoretical model is proposed, based on previous research, which explains the effect of functional fit and image fit on altruistic attributions, brand credibility and CSR image; these relationships were assessed through structural equation modelling. The model was estimated with a sample of 299 Spanish consumers of toiletries and cosmetics products, ran…

Perceived Usefulness of e-WOM Attributes on Buyer’s Choice

Online reviews are a prevalent practice in the digital space to disseminate and acquire information about products and services which has immense effects on consumers’ decision making. The study aims to measure the direct and the interaction effects of the two review attributes of online reviews: review content and review authenticity during the pre-purchase stage on subsequent purchase intention. We conduct a between-subject 2 × 2 experimental online study with 251 participants manipulating review authenticity (verified vs unverified) and review content (general vs specific). While consumers often use online reviews for choosing experiential as well as material products, the present study …

Web‐based national tourism promotion in the Mediterranean area

The purpose of this study is to analyze the promotion of the Mediterranean areas over the Internet. To meet this objective, the tourism board of each country is identified and Website indicators based on the assessment of seven “best practices” (WTO 1999) and e‐business for tourism strategies (WTO 2001) are analyzed. Content analysis reveals differences among countries. Managerial implications are developed.

Pictorial content, sequence of conflicting online reviews and consumer decision-making: the stimulus-organism-response model revisited

Abstract Conflicting online reviews challenge the consumer’s decision-making processes. Furthermore, increase in visual content, both positive and negative, adds complexity. This study analyses conflicting online reviews based on text and photos using automatic processing patterns and conscious perceptions. The study is built on the stimulus-organism-response model revisited by Jacoby (2002), and captures nonlinear eye-tracking data and a questionnaire. A fsQCA analysis suggests that the order of the positive and negative stimuli strongly influence the way respondents perceive the overall meaning of a sequence of online reviews, supporting primacy-recency effects. In addition, the visualiza…

Virtual and augmented reality: Advancing research in consumer marketing

Abstract Virtual reality (VR) and augmented reality (AR) technologies are having a profound impact on a variety of marketing practices and are attracting increasing attention from marketing researchers. In this article, we review developments in VR/AR applications and research in the area of consumer marketing. We propose a conceptual framework for VR/AR research in consumer marketing that centers around consumer experiences provided by VR/AR applications along the customer journey and the effectiveness of such applications, and delve into the key concepts and components of the framework. Next, we provide a comprehensive overview of VR/AR applications in current practices and extant researc…

Sentiment Analysis of Twitter in Tourism Destinations

[EN] Given the importance of electronic word of mouth (eWOM), this paper analyses the content of messages generated by users related to a tourist destination and shared through Twitter. We propose three research questions regarding eWOM behaviour in Twitter focused on the expertise of the reviewer, sentiment analysis of a tweet and its content.In order to address those research questions we carry out text mining analysis by retrieving existing information on Twitter (over 1500 tweets) regarding to Venice as a tourist destination.

New frontiers in tourism: destinations, resources, and managerial perspectives

Kozak, M., Rita, P., & Bigne, E. (2018). New frontiers in tourism: destinations, resources, and managerial perspectives. [Editorial]. European Journal of Management and Business Economics, 27(1), 2-5. DOI: 10.1108/EJMBE-03-2018-066

Elapsed time on first buying triggers brand choices within a category: A virtual reality-based study

This study integrates neuroscientific tools such as data from eye movements, store navigation, and brand choice in a virtual supermarket into a single source data analysis to examine consumer choice, customer experience, and shopping behavior in a store. Through qualitative comparative analysis, the findings suggest that a high level of attention to a brand and slow eye movements between brands lead to additional brand purchases within the product category. This study points out that the key driver of additional brand choices is the time buyers spend on the first choice, showing that the allocation of less for the first choice triggers additional purchases Within the product category and, t…

El valor del establecimiento y su relación con la imagen de marca privada: efecto moderador del conocimiento de la marca privada como oferta propia del establecimiento

ResumenEl presente trabajo plantea como objetivo conocer cómo afecta la imagen de marca privada a la formación del valor de marca del establecimiento; en el estudio de esta relación cobra especial consideración la posible influencia del conocimiento de la marca privada como oferta propia del establecimiento. Desde una perspectiva empírica, se analizan los establecimientos Decathlon, a partir de la opinión de 300 consumidores. Los resultados obtenidos en la investigación muestran la importancia de fortalecer una imagen de marca privada positiva y favorable, como medio para la construcción de una sólida imagen de la tienda que, a su vez, también repercute en la creación del valor del establec…

Harnessing stakeholder input on Twitter: A case study of short breaks in Spanish tourist cities

Abstract Knowledge of how destination marketing organisations (DMOs) use Twitter is still limited. This study aimed to assess how DMOs' Twitter activity affects hotel occupancy in short-break holidays. Key dimensions of Twitter that may affect hotel occupancy in tourist destinations were first identified. A longitudinal study using data for 10 Spanish DMOs was conducted to forecast hotel occupancy. Twitter application programming interfaces were used to gather data on tweets by DMOs and retweets and likes by users. Text mining was used to analyse the tweets by DMOs, differentiating between tweets related to events, attractions, socialisation, and marketing. Data were analysed using artifici…

Satisfaction and Destination Loyalty

ABSTRACT First-time and repeat tourists engage in different tourism experience with a destination. Based on previous studies, the main purpose of this research is to investigate how tourists' previous experience with a tourist destination influences on the satisfaction evaluation, destination loyalty and destination attractiveness. An empirical study is carried out among 806 tourists visiting Calpe, a Spanish tourist destination, in the summer of 2000. Research findings evidence that the level of satisfaction and the number of past visits considerably influence tourists' intentions to make repeat visits.

Facebook brand community bonding: The direct and moderating effect of value creation behaviour

Abstract The present research deepens in the understanding of brand bonding in Facebook brand communities, drawing on value creation behaviours, the parasocial interaction paradigm and the attachment theory. Building up on these theories, our proposed conceptual model posits a direct relationship between value creation behaviour and brand community bonding, resulting from users’ interactions with other community members. The study also examines the moderating role of value co-creation behaviour on community members’ predispositions to develop emotionally based relationships with brands. The sample of the study consisted of 370 followers of brand Facebook pages and the model was assessed usi…

LAS REDES SOCIALES VIRTUALES Y LAS MARCAS: INFLUENCIA DEL INTERCAMBIO DE EXPERIENCIAS eC2C SOBRE LA ACTITUD DE LOS USUARIOS HACIA LA MARCA

RESUMENFrente a la irrupción de los nuevos medios de comunicación digital, las marcas se enfrentan al desafio de encontrar nuevos formatos, tonos y contenidos que capturen la atención de los usuarios que navegan por las redes sociales. Este artículo indaga la eficacia publicitaria de las campañas en redes sociales virtuales (actitud hacia el anuncio, actitud hacia la marca e intención de compra) utilizando el Modelo de Mediación Dual y el MOA (motivación, oportunidad, habilidad). Los resultados constatan la influencia que el intercambio de experiencias eC2C (experiencias online entre consumidores) tiene en la actitud hacia la marca y de ésta en la intención de compra y en el eWOM (boca a oí…

New Technologies and Purchase Behaviour. An Analysis of the Determinant Variables in M-Shopping.

Despite of the growing importance of mobile shopping in a lot of countries, there is still a lack of research work in this field. This paper aims to make an approximation of the M-shopper profile and identify the variables influencing purchase behaviour. Findings obtained from a representative sample of 2,343 Spanish Internet users show that the M-shopping decision can be predicted according to consumer age and experience as Internet user and shopper.

The influence of virtual reality in e-commerce

[EN] The development of virtual reality (VR), together with other technological innovations will shape the future of e-retailing. This research studies the effectiveness of different VR formats and devices in a virtual store environment, namely V-commerce. This study proposes and test a conceptual model that analyses the relations between sense of presence, brand recall and purchase intention, while also going deeper into their antecedents. Our findings suggest differences in purchase intention depending on VR format and device used. No differences are shown in sense of presence and affect by VR format and device. Our tested model suggests a dual route of influence of VR on consumers' purch…

What drives the helpfulness of online reviews? A deep learning study of sentiment analysis, pictorial content and reviewer expertise for mature destinations

Los destinos turísticos se ven cada vez más afectados por la información relacionada con los viajes que se comparte a través de las redes sociales. Basándose en teorías de proceso dual sobre cómo los individuos procesan la información, este estudio examina el papel de las rutas de procesamiento de información central y periférica en la formación de las percepciones de los consumidores sobre la utilidad de las reseñas en línea de destinos maduros. Llevamos a cabo un proceso de dos pasos para abordar la utilidad percibida del contenido generado por el usuario, un análisis de sentimiento utilizando técnicas avanzadas de aprendizaje automático (aprendizaje profundo) y un análisis de regresión. …

Information Content Analysis of TV Advertising - The Spanish Case

Atter analyzing the information content of 477 ads aired by the two main Spanish TV channels we found that not all ads provided objective information, but that the proportion of informative ads and the amount of information carried by them seems to be greater than in other countries of our economic environment. There were no significant differences in informative content between the two channels, but there were differences with regard to product categories advertised. Future research could be directed towards expanding the categories for information analysis of TV ads given their continued presence in the life of the average consumer.

Consumer Neuroscience-Based Metrics Predict Recall, Liking and Viewing Rates in Online Advertising

[EN] The purpose of the present study is to investigate whether the effectiveness of a new ad on digital channels (YouTube) can be predicted by using neural networks and neuroscience-based metrics (brain response, heart rate variability and eye tracking). Neurophysiological records from 35 participants were exposed to 8 relevant TV Super Bowl commercials. Correlations between neurophysiological-based metrics, ad recall, ad liking, the ACE metrix score and the number of views on YouTube during a year were investigated. Our findings suggest a significant correlation between neuroscience metrics and self-reported of ad effectiveness and the direct number of views on the YouTube channel. In add…

Influence of Ad Congruence and Social Cues on the Probability of Choosing a Restaurant

Abstract. Information processing of digital content includes conscious and un-conscious processes, memory, attitudes, and emotions and moods. Build up into the Heuristic‐Systematic Model, that states that persuasion can occur through a systematic or heuristic way, this research explores the effect of social media (SM) ratings and the ad content embedded in the SM website. Online ratings (part of the user-generated content (UGC) in SM platforms) are often heuristics cues. Subtle forms of congruence, such as the matching category between a restaurant advertiser and the third-party ad, as well as UGC, could have an impact on con-sumers’ attitudes towards the former. However, research on …

Brand love is all around: loyalty behaviour, active and passive social media users

This study posits that the satisfaction derived from a visit to a theme park triggers positive emotions which, in turn, impact on revisit intention, word-of-mouth (WOM) and electronic WOM (eWOM), t...

Visual Attention in Virtual Reality Settings: An Abstract

Virtual reality, VR, is challenging marketers to understand both brand interaction and the customer experience at the point of sale. In order to test the usefulness of VR in retailing, research must address how the customer’s visual attention in a VR setting affects his/her behavior. There are two main drivers for this research. First, there has been an enormous growth in recent years in the use of neurophysiological methods to measure visual attention. At the store level, previous works show that attention to products measured through eye tracking influences consumer decision. Second, VR is being increasingly adopted by brands, but research is lacking into comparisons between VR formats. W…

Market orientation and industrial salesforce: diverse measure instruments

This paper supports the need for a market‐oriented industrial salesforce. So, in the first part, a definition of industrial salesforce market orientation is proposed, distinguishing between a philosophical approach and a behavioural approach. In the second part, an empirical research is carried out to propose and analyse diverse instruments to measure market orientation in an industrial salesforce context. Unidimensionality, reliability and validity are studied. The aim is to offer some guidelines to sales managers in order to implement market orientation at salesforce level.

How online advertising competes with user-generated content in TripAdvisor. A neuroscientific approach

Drawing on cognitive load theory, congruence research, and dual processing models, the purpose of this study is to determine the effectiveness of online advertising in social media. To this end, three separate studies were conducted. First, using eye-tracking and electroencephalography, we examine the differences, based on whether or not an ad is embedded, in subjects’ visual attention and engagement in a TripAdvisor webpage. Our findings showed that synergies between social media content and advertising content positively affect users’ visual attention. A second study, using an online survey, assessed the impact of congruent/incongruent ads on ad recall. A third study, using ey…

Buying private label in durables: Gender and other psychological variables

Abstract In the context of durables, this paper analyzes some key psychological variables identified in convenience goods literature, for individuals facing private label purchase decisions: private label attitude, price consciousness, brand consciousness and involvement with the product. The role of gender in the relationships among those variables is also examined. On two different durables and with a sample of 432 individuals, all the proposed relationships are significant, except for price consciousness. Additionally, some gender differences among those relationships appear. Data suggest that being a woman (not a man) plays a key role in private label purchase intention.

Virtual Reality in Marketing: A Framework, Review, and Research Agenda

[EN] Marketing scholars and practitioners are showing increasing interest in Extended Reality (XR) technologies (XRs), such as virtual reality (VR), augmented reality (AR), and mixed reality (MR), as very promising technological tools for producing satisfactory consumer experiences that mirror those experienced in physical stores. However, most of the studies published to date lack a certain measure of methodological rigor in their characterization of XR technologies and in the assessment techniques used to characterize the consumer experience, which limits the generalization of the results. We argue that it is necessary to define a rigorous methodological framework for the use of XRs in ma…

Perception of Key Management Contribution Factos to the Future Development of the Hotel Industry: A Comparative Analysis of British/Irish & Spanish Samples

For Spain the importance of tourism both national and international, does not hold any doubts for those versed in the subject. A few general figures suffice to illustrate this. In 1991 a total of 53.5 million people visited Spain, a slightly higher number than the 52 million which did in 1990, and slightly less than the 52 million of the previous year, this meant a revenue of 19,004 million dollars in 1991, 18,593 million dollars in 1990 and 16,174 million dollars in 1989. Tourism achieved a participation in the Gross Domestic Product of 8.74% in 1989. In the last few years 85% of tourists have been from Portugal, followed by West Germany with 13% and the U.K. with 12%, as the major contrib…

Do You See What I See? Effectiveness of 360-Degree vs. 2D Video Ads Using a Neuroscience Approach

[EN] This study compares cognitive and emotional responses to 360-degree vs. static (2D) videos in terms of visual attention, brand recognition, engagement of the prefrontal cortex, and emotions. Hypotheses are proposed based on the interactivity literature, cognitive overload, advertising response model and motivation, opportunity, and ability theoretical frameworks, and tested using neurophysiological tools: electroencephalography, eye-tracking, electrodermal activity, and facial coding. The results revealed that gaze view depends on ad content, visual attention paid being lower in 360-degree FMCG ads than in 2D ads. Brand logo recognition is lower in 360-degree ads than in 2D video ads. …

Blog influence and political activism: An emerging and integrative model

Abstract Internet has elicited a new decision making process in the area of political marketing thanks to the emergence of new communication tools. This paper focuses on weblogs as pioneer players on Web 2.0 in order to ascertain their actual sphere of influence on individuals’ political behaviour. Focusing on the case of weblogs and assuming a wide and integrative theoretical approach, a hybrid model which merges marketing, technology and political science is proposed and tested using a sample of 39 weblogs and 890 blog users in an innovative attempt to shed light on these virtual-physical dynamics. The results are promising and open the door to the comprehension of a new, emerging framewo…

How online reviews of destination responsibility influence tourists’ evaluations: an exploratory study of mountain tourism

This study examines how online reviews of the economic, sociocultural and environmental dimensions of tourism destination responsibility (TDR) influence tourists’ evaluations. The effects of these ...

@DMOs Promote Hotel Occupancy in Tourist Destinations: An Abstract

Destination marketing organizations (DMOs) are aware of Twitter’s relevance, and they have now integrated Twitter into their own websites (Luna-Nevarez and Hyman 2012). Because of their growing practical importance, social media have become strong allies for tourism destinations. Social media are used by both tourists and providers (Leung et al. 2013), so research is needed to show social media’s direct contribution to the tourism sector. To improve our knowledge of the effect of social media in tourism, this study examines how DMOs’ use of Twitter affects hotel occupancy in tourist destinations. Our conceptual framework presents a model of the links between predictors of tourist occupancy …

How Does the Perceived Retail Environment Influence Consumers' Emotional Experience? Evidence from Two Retail Settings.

This study examines the relationships that exist among shoppers? perceptions of a retail environment and their emotions, satisfaction, and behavioural intentions with respect to that shopping setting. A model of these relationships is developed and then tested in two distinct retail settings?shopping centres and traditional retailing areas. The results show that, in general, positive perceptions of a retail environment have a positive influence on positive emotions, on repatronage intentions, and on desire to remain longer in the shopping area in both retail settings. However, some interesting differences emerge between shopping centres and traditional retailing areas: (i) there is a strong…

Limitations of Cross-Cultural Customer Satisfaction Research and Recommending Alternative Methods

SUMMARY Cross-cultural research in tourism is receiving increasing attention from academics. Little, however, has been done with regard to the assessment of cultural differences in tourist satisfaction. Research in tourism marketing has recognized the need for further research in cross-cultural satisfaction research, and specifically, in equivalence issues regarding the measurement of tourist satisfaction. Consequently, the aim of this conceptual paper is to focus attention on the importance of exploring cross-cultural differences in customer satisfaction research. The principal contributions are three-fold: (1) to emphasize the significance of exploring cross-cultural differences while att…

Effects of Corporate Social Responsibility perception on consumer satisfaction with the brand

Abstract Using two different studies we assess under what conditions Corporate Social Responsibility (CSR) affects consumer satisfaction. In the first study, based on the American Customer Satisfaction Index, and a content analysis of CSR initiatives reported by 65 US companies, findings show a positive direct relationship between CSR and customer satisfaction with CSR training and environmental initiatives, but a negative direct relationship between CSR corporate communication initiatives and customer satisfaction. The second study, through an empirical study based on an online survey of consumers, points to a positive relationship between CSR and customer satisfaction. Our findings sugges…

Engagement with Travel Web Sites and the Influence of Online Comparative Behaviour

We propose a Web site engagement measurement, and study the influence of potential antecedents and consequences. Utilising partial least squares path modeling, we contrast a model with data obtained from respondents choosing a holiday in the Seychelles, on a Web site capable of tracing online within-page and within-site behaviour.

Efeitos da Responsabilidade Social Corporativa na lealdade do consumidor com a marca

Purpose – This paper analyses the influence of CSR associations on brand loyalty. We propose a theoretical model that includes the mediating role of brand awareness, brand attitude and customer satisfaction in the effect of CSR on loyalty, measured as a second-order reflective construct. Design/methodology/approach – We propose a theoretical model estimated via the analysis of covariance structures using EQS 6.1. Data were obtained using an online survey of 351 Spanish sportswear consumers. Findings – This study illustrates that CSR associations have a direct, positive influence on loyalty, and an indirect influence through their positive effect on brand awareness and consumer satisfaction.…

Destination appeal through digitalized comments

Abstract Brand choice remains under review in the context of service provision. Drawing on schema theory and persuasion theory, this study tests how, in online reviews, valence (positive vs. negative), content style (general vs. specific), and destination familiarity interact and influence digital destination image (DDI) and intention to visit a tourist destination (TD). We run a 2 × 2 × 2 experimental design using a sample of 1055 TripAdvisor users. Our findings suggest that: (i) Positive (vs. negative) online reviews, specific (vs. general) online reviews, and familiarity with a destination enhance DDI and intention to visit a TD; (ii) the impact of the valence of the review on DDI and in…

eWOM on Travel Agency Selection: Specialized versus Private Label

In the travel industry, electronic word of mouth (eWOM) elicits a major influence on consumers’ decision making. Travel retailers are facing the new challenges derived from the different nature of their competitors—big hypermarkets, for instance, are extending their brands to travel services—and the challenges derived from online comments that consumers have access to. With a sample of 263 tourists, and using a fuzzy-set qualitative comparative analysis data analysis, this paper shows how the selection between a specialized travel agency and a private label (PL) agency is influenced by five factors: the usefulness attached to online reviews by users and the valence of those online reviews, …

Why Some Internet Users Don’t Buy Air Tickets Online

This work attempts to identify the determinant variables that make some Internet users not to buy airline tickets online. The Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB) have been used as the conceptual reference framework, with the addition of the influence of perceived risk and trust. The results of the empirical study of Internet users who never have purchased an airline ticket online suggest that both subjective norm and attitude have a direct influence on airline ticket purchase intention. Ease of use has also proved to be a significant variable, because it has an indirect influence on behaviour through perceived usefulness, trust and risk. Risk, trust a…

Assessment of a Web Comparative Behavioural Model with an Interdisciplinary and Complexity Approach

E-commerce has transformed the way in which consumers and vendors interact, changing how consumers make decisions (Steckel et al., 2005). Economic theory assumes that, despite the easy online access to a myriad of information, consumers will keep searching for information as long as the perceived benefit from doing so is larger than the cost involved (Jepsen, 2007). Despite the vast amount of commerce-related information, consumers value convenience when searching for product and services online. However Oorni (2005) found that when searching for travel packages, consumers were even willing to pay more when the effort to be made was too large. When designing Web sites, marketers typically e…

Store Brands in Tourist Services

A current trend in retailing is the use of a brand extension strategy by supermarkets and hypermarkets, which enhances the store brand’s presence in a growing number of product categories. In the travel services domain, research on store brand extension is scarce. This research paper aims to fill in a gap on brand extension of current traditional store brands to travel services. Based on a sample of 608 individuals, our findings suggest that the likelihood of choosing a travel service offered by a local retailer (hypermarket/supermarket) is directly and positively conditioned by (1) the individual’s overall attitude towards store brands, (2) customer perception of the retailer’s trustworthi…

TEACHING IN BUSINESS ADMINISTRATION: A CUSTOMIZED PROCESS DRIVEN BY TECHNOLOGICAL INNOVATIONS

espanolTres innovaciones tecnologicas desafian los procesos de aprendizaje de la educacion superior. Este documento aborda las implicaciones para estos procesos de aprendizaje de transformacion digital interactiva, inteligencia artificial y personalizacion de contenido. Estas innovaciones involucran tres tipos de procesos de aprendizaje y ensenanza: aprendizaje digital, analisis de aprendizaje y aprendizaje personalizado. Nuestro enfoque sugiere implicaciones relevantes para llevar a cabo actividades de ensenanza en el nuevo escenario caracterizado por aprender en cualquier lugar, en cualquier momento. Ademas, el proceso de digitalizacion permite a los maestros usar tecnicas de mineria de d…

Paradoxes of postmodern tourists and innovation in tourism marketing

Innovation challenges tourism experiences in a new digitalized era. The new scenario is showing some paradoxical changes that lead to new approaches for tourism production, distribution, and financing. This chapter focuses on innovation in marketing, involving market processes, new changes in tourist behavior and new approaches adopted by companies to face new trends. An emphasis is given to service innovation in tourism, with a special focus on companies, tourist destinations, and the digital environment. Likewise, the chapter examines a series of paradoxes of postmodern tourists and how companies develop new products and services to try to address them.

Perceived quality and satisfaction in multiservice organisations: the case of Spanish public services

The main aim of the paper is to study the causal relationship between two constructs, perceived quality and satisfaction, in the particular case of multiservice organisations. These organisations offer a range of services to their customers, so that evaluation of perceived overall quality and of satisfaction is more complex than that of a single service. The study centres on two publicly‐owned multiservice organisations: hospitals, and universities. The particular nature of multiservice organisations is that, when dealing with the influences of the dimensions of perceived quality, it is necessary to take into consideration not only the perceived quality of each of the services, but also the…

The affective impact of sightseeing bus tour experiences:using Affective Events Theory (AET) to examine length-of-stay and electronic word-of-mouth

This study investigates the key components and influences of positive affect and electronic word-of-mouth (eWOM) on tourist visits at two developing urban destinations, namely Birmingham, United Kingdom and Valencia, Spain. These two data collection sites yielded evidence gathered from 627 and 615 sightseeing bus tourists, respectively. Through the analytic lens of Affective Events Theory (AET), data was examined, and results verify the significant mediating role of affect in two regards: (1) tourists’ decision to extend their visits, and (2) eWOM of sightseeing bus tour experiences. The moderating role of past sightseeing experiences in these relationships was also supported by the data an…

Developing a blog trust scale via an international Delphi panel

Abstract Although trust is one of the most widespread and studied constructs in marketing and management, its definition, versatility and different application areas may have fostered a certain dispersion when measuring this concept. Despite the increasing importance of blogs, specific scales for, and measures of, trust have not been considered in the literature. This paper proposes a scale to measure online trust in the blog domain (Blog Trust Scale, BTS) through the development of an international Delphi panel consisting of 14 experts from 5 different countries. As a result, we have developed a solid measurement instrument of online trust in blogs, composed of 12 items and tested in four …

Do Men and Women Differ When Purchasing Private Label Goods?

In the context of shopping goods, this paper analyzes the key variables in men and women when they have to face private label purchase decision: attitude towards private label, value consciousness, brand consciousness, involvement with the product and private label purchase intention. The moderating role of gender in the relationship between those variables is also analyzed. On a sample of 433 individuals, and considering two different shopping goods, results showed differences between men and women in all the variables, except in the value consciousness. Furthermore, due to a multigroup analysis technique, we found more differences between the variables affecting PL purchase intention. Acc…

Shopping with virtual hands

Retailers can use virtual reality as a new touchpoint for their customers: within an existent channel or as a new sales channel. Thus, it is crucial to understand the differences and similarities between the physical and the virtual shopping environment. Shopping simulations make it possible to test, observe, and collect data in a controlled, low-cost, and fast way compared to field experiments. However, past studies might have provided biased results due to the characteristics of the sample used. This study analyzes how consumers behave in two virtual shopping tasks. The exploratory, experimental research uses an immersive VR shopping environment and a sample of participants balanced acros…

Similarity and Consistency in Hotel Online Ratings across Platforms

Online ratings are a major driver of hotel choice. There are many ratings platforms, and the number of evaluations is huge. This article analyzes if hotel ratings vary across platforms, vary over time, and if consistency in ratings can be observed. Longitudinal online ratings taken from 11 platforms over a two-year period were analyzed through Self-Organizing Maps. The findings suggest a similar pattern of online ratings across most of the platforms, except for Yelp and HolidayCheck. In addition, the evaluation patterns are stable over time, and the analyzed attributes do not contribute decisively to explain the overall evaluation of hotels, which implies that tourists use a noncompensator…

Heart rate variability in marketing research: A systematic review and methodological perspectives

Abstract Heart rate variability is a promising physiological measurement that accesses psychophysiological variations in response to a marketing stimulus. While its application spans diverse fields, there is a limited understanding of the usability and interpretation of heart rate variability in marketing research. Therefore, this hybrid literature review provides an overview of the emerging use of heart rate variability in marketing research, along with essential methodological considerations. In this context, we blend marketing mix framework with stimulus-organism-response theory, segregating the use of heart rate variability in various marketing research contexts. We follow the preferred…

Interaction between extrinsic and intrinsic online review cues: perspectives from cue utilization theory

AbstractWe examine the interaction effects of linguistic style and verification of online reviews in terms of their valence on purchase intention for search and experiential products. We adopt the cue utilization framework to examine the interplay between the extrinsic cues of online reviews—content style (general versus specific), verified purchase (VP) badge (present versus absent), and valence (positive versus negative)—in two product categories—search product (tablet) and experiential product (trip package)—using an experimental design. The findings of the frequentist and Bayesian analyses show that valence supersedes other attributes’ impacts on purchase intention in both product categ…

Facial Expressions to Evaluate Advertising: A Laboratory versus Living Room Study

In recent years researchers have shown growing interest in the impact of emotions in television commercials and in advertising in general (Park and Thorson, 1990). Emotions also influence the attitude towards the brand and to the ad (Batney and Ray, 1986; Edell and Burke, 1987; Derbaix, 1995), increase the attention of the advertisement (Olney, Hobrook and Bartra, 1991), and brand recall (Stayman and Batra, 1991).

Aspects of Anglo-Spanish Perceptions and Product Preferences Arising From ‘Country of Origin’ Image

This study investigates the incidence and importance of ‘country of origin’ for a wide range of products made and marketed across Europe. How important is the ‘country of origin’ effect in shaping purchasing behaviour? Is it equally significant for every country and every product? Of crucial importance for the future as new offshore production locations open up in southern and eastern Europe is the question, to what degree is the ‘made in’ effect country specific and how durable is it? For example, can a company that has achieved global marketing stature based primarily on exports retain its ‘country of origin’ marketing edge when it graduates to producing its products in the heartland of i…

Impact of cause‐related marketing on consumer advocacy and cause participation: A causal model based on self‐reports and eye‐tracking measures

Frontiers in research in business: Will you be in?

When satisfied consumers do not return: Variety seeking’s effect on short- and long-term intentions

Even satisfied consumers frequently do not come back, which challenges loyalty theory and marketing practice. It is reasoned that variety-seeking tendencies will significantly affect short-term revisit intentions, whereas satisfaction and regret will mostly determine long-term revisit intentions. Thus, the influence of satisfaction on loyalty is hypothesized to be critically dependent on the time perspective of the intentions, now or later, and variety seeking. A representative survey (N = 400) in eight Spanish cities supported these predictions. Multivariate moderated-mediation analyses revealed that indeed the influence of satisfaction, regret, and variety seeking critically depends on th…

Key Drivers of Customer Loyalty to Web 2.0 Accommodation Services: An Abstract

Online travel communities are regarded as a key communication channel for web-based marketing in the travel industry (Bilgihan et al. 2016; Filieri 2015). The aim of this paper is to gain insight on key drivers of customer loyalty to websites selling accommodation services in online travel communities. We go beyond satisfaction, taking into account emotions and social influences. This paper intends to make three contributions. Firstly, it develops a conceptual model of the relationships between emotion factors and their direct (satisfaction) and indirect (trust, attitude and loyalty) outcome variables. Secondly, although the linear relationship between satisfaction, trust and loyalty seems …

The effect of market orientation on dependence and satisfaction in dyadic relationships

Purpose – This paper seeks to examines the effect of manufacturer market orientation on distributor dependence and satisfaction with the relationship, and to analyse how this dependence affects distributor satisfaction, with specific reference to the Spanish ceramic tile industry,Design/methodology/approach – Two parallel sets of individual interviews with a total of 222 manufacturers and distributors were conducted by a private research institute. They yielded 179 dyads of interaction. Market orientation, dependence and satisfaction were measured by five‐point Likert scales. The data were used to test 11 hypotheses by structural equation modelling.Findings – Analysis of the findings sugges…

VIRTUAL CLASSROOM: TEACHER SKILLS TO PROMOTE STUDENT ENGAGEMENT

The Virtual Classroom is the main tool for blended learning, since it allows the breaking of time and space barriers between the teacher and the student. In order to develop and put into practice a higher studies course through this tool, teachers need to have a series of skills related to the command of digital technologies and an understanding of students’ affective and behavioral states: and to then apply appropriate communication strategies to deliver course content and prepare students for this innovative learning approach. This study reviews educational research literature on virtual classrooms, teacher behavior and student engagement to establish a theoretical model that explains the…

The influence of negative emotions on brand trust and intention to share cause-related posts: A neuroscientific study

Negative user-generated content provides cues that warn other consumers to avoid using a particular product or service. This study explores whether brand feedback can counteract consumer backlash to a given company’s cause-related marketing, with a particular focus on how visual attention can moderate negative emotions. Hypotheses based on the Appraisal-Tendency Framework and commitment-trust theory were tested using neurophysiological tools (eye tracking and facial coding) and self-reported measures. The findings suggest that emotions with similar valence and arousal levels cause differing trust perceptions and consumer behavioral responses (sharing intentions), based on the presence or ab…

Memorable tourist experiences versus ordinary tourist experiences analysed through user-generated content

Abstract This study aims to test some previously proposed MTE (memorable tourist experience) scales by using UGC (user-generated content) posted in social media sites, through script theory and thematic analysis. In addition, MTEs and OTEs (ordinary tourist experiences) are compared to identify any significant differences between their dimensions. The results suggest that some dimensions of the MTE scale (hedonism, novelty, meaningfulness, involvement, knowledge and serendipity) are significantly more frequently reported in MTEs than in OTEs, but are not exclusive to MTEs. Despite this, the MTE scale dimensions are able with some accuracy to classify tourist experiences as MTEs or OTEs. Thu…

The background music-content congruence of TV advertisements: A neurophysiological study

Abstract Music affects viewers’ responses to advertisements. In this study we present the findings of an experiment that investigates the emotional and cognitive reactions of subjects’ brains during exposure to television advertisements with music congruent, and incongruent, with the advertisement content. We analyze the electroencephalography signals and eye-tracking behaviors of a group of 90 women watching six TV advertisements. The study's findings suggested that incongruent music generates higher levels of attention and advertisement recall. On the other hand, frontal asymmetry measured through electroencephalography was shown to be higher with congruent music. Similarly, cognitive wor…

The determinants of stakeholder engagement in digital platforms

Abstract Consumer engagement has been heralded as strategic in facilitating sales growth, competitive advantage, and profitability. Expanding the notion of consumer engagement to the stakeholder context, this study examines the determinants of multi-stakeholder digital engagement. Based on a digital setting (Expo2015), this study collected all the social media posts (n = 984) in the Facebook page with restricted access to the stakeholders involved in the event. Initial regression results suggest that the presence of transformation, in terms of activation of creative resource integration in posts, is a strong predictor of compliant and interactive engagement. Fuzzy-set qualitative comparativ…

The European consumers’ understanding and perceptions of the “organic” food regime

This paper explores consumer understanding and perception of organic food, with specific reference to the relatively new concept of organic farmed salmon. Key themes associated with the term “organic” and its meaning, as determined by consumers, are explored and the role of labelling and regulatory authorities considered. Focus groups in five countries (UK, Germany, Spain, Norway and France) consisting of 196 participants showed that most consumers are confused about the meaning of the term organic and are largely unaware of the organic certification and labelling process. Many consumers were unsure, even sceptical about the concept of organic farmed salmon and display a large amount of dis…

Advance booking across channels: The effects on dynamic pricing

This research analyzes the effects of advance booking and channel type on hotel rates. While this relationship has been addressed in the literature, most studies take a partial approach by focusing only on one distribution channel or one destination. This study fills this gap by analyzing the price dynamics for four channels and multiple destinations. The data set consists of 39,363 bookings for 1085 hotels over 27 consecutive months. We used two-stage least squares to solve potential endogeneity issues, and the results proved that distribution channel, hotel type and hotel size have an influence on the effect of advance booking on hotel rates. Critical managerial implications are discussed…

The impact of social media and offline influences on consumer behaviour. An analysis of the low-cost airline industry

This study analyses the impact of social media as well as offline environments upon tourist online purchase and recommendation behaviour of low-cost airline services. Drawing on the Theory of Reasoned Action (TRA), this research considers the effect of offline social influences (interpersonal and external influences) and analyses online Consumer-to-Consumer (C2C) information exchanges as a driver of customer attitude towards online purchases. We propose that these factors improve online repurchase intentions and positive word-of-mouth communication (WOM and e-WOM) in low-cost settings. Using structural equation modelling, the conceptual model is tested with a sample of 441 Spanish Internet …

Sponsored consumer-generated advertising in the digital era: what prompts individuals to generate video ads, and what creative strategies do they adopt?

This study investigates individuals’ motivations to create sponsored video ads in response to corporate online advertising competitions, and the creative strategies they employ when so doing. The findings from two studies that combined qualitative (42 semi-structured interviews and netnography) and quantitative (content analysis of 1,102 ads) research methods showed that individuals are motivated to produce sponsored video advertising by six factors: learning, enjoyment, self-expression, remuneration, recognition and influencing others. In turn, these motivations can be categorised as intrinsic, extrinsic, rational and affective, leading to a typology of four advertising creators. It was fo…

CREDIBILIDAD CORPORATIVA EN CADENAS TELEVISIVAS: ANTECEDENTES Y EFECTOS

RESUMENLa creciente competencia está facilitando la aplicación del brand management en muchas industrias de medios, cuyos participantes necesitan establecer una credibilidad de marca clara y memorable. En este contexto, se ha planteado la presente investigación con información procedente de 816 valoraciones, a fin de de analizar los antecedentes capaces de explicar el desarrollo de una óptima credibilidad corporativa, así como sus efectos posteriores desde la perspectiva del consumidor. Para tal fin, han sido consideradas las cadenas televisivas de primera generación que operan en abierto en el territorio nacional (TVE 1, Antena 3, Tele 5, Cuatro y Sexta).ABSTRACTIncreasing competition is f…

Product Placement in Video Games as a Marketing Strategy: An Attempt to Analysis in Disney Company

What is the best marketing strategy in video games? The literature is not unanimous in upholding the best strategy. Researchers investigating advertising effectiveness disagree on the value of product placement in video games and the methods firms should use with product placement strategies. The state of the question now must figure out the dichotomy between two perspectives: to identify the differences in the effectiveness of product placement in video games when using “traditional placement approaches” compared to the “branded entertainment approach”. The “traditional approach” to product placement in video games involves the product appearing as a visual object that is passive, used by …