0000000000278496
AUTHOR
Joel Järvinen
The use of digital analytics for measuring and optimizing digital marketing performance
Demonstrating the monetary outcomes of marketing is no longer considered a virtue but a necessity by the top management. Marketers are increasingly held accountable for their actions, yet most marketers struggle in their attempts to measure marketing performance. The emergence of digital analytics tools (e.g., Web analytics) has raised optimism of improved measurability due to its ability to track customer behavior in the digital environment. However, research lacks a clear understanding of the opportunities and limitations of digital analytics, and what it takes from an organization to make the most of its usage. The dissertation advances the knowledge in this area by investigating how ind…
Consumer Acceptance and Use of Instagram
This study extends the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model to investigate factors affecting the acceptance and use of a social networking service (SNS) called Instagram. The UTAUT2 model is modified to better suit the context of SNSs by replacing the price value construct with self-congruence. Furthermore, we explore the effects of behavioral intention and use behavior on "user indegree" defined as the number of people who follow an SNS user. The results of the survey study largely support the hypothesized model in the context of Instagram. The findings contribute to previous knowledge by demonstrating the important roles of hedonic motivation and habit in co…
The use of Web analytics for digital marketing performance measurement
This study proposes that the benefits gained from marketing performance measurement are determined by how an organization exploits the metrics system under specific circumstances. For this purpose, the authors review performance measurement literature and apply it to the use of Web analytics, which offers companies a metrics system to measure digital marketing performance. By performing an in-depth investigation of the use of Web analytics in industrial companies, the study shows that an organization's efforts to use marketing metrics systems and the resulting outcomes cannot be understood without considering the reasoning behind the chosen metrics, the processing of metrics data, and the o…
Harnessing marketing automation for B2B content marketing
The growing importance of the Internet to B2B customer purchasing decisions has motivated B2B sellers to create digital content that leads potential buyers to interact with their company. This trend has engendered a new paradigm referred to as ‘content marketing.’ This study investigates the organizational processes for developing valuable and timely content to meet customer needs and for integrating content marketing with B2B selling processes. The results of this single case study demonstrate the use of marketing automation to generate high-quality sales leads through behavioral targeting and content personalization. The study advances understanding of the organizational processes that su…
A firm's activity in social media and its relationship with corporate reputation and firm performance
There is growing debate about whether companies’ investments in social media really pay off. This research attempts to contribute to this discussion by investigating the relationship between a firm’s social media activity and two outcomes, namely, company reputation and firm financial performance. Two propositions are developed based on theory and tested with a sample of 59 companies. The findings suggest that a firm’s social media activity is only partially linked with its financial performance and is not linked with corporate reputation. The implications of the research suggest that little is known about the relationships between a firm’s social media activity and corporate reputation and…
The impact of digitalization on marketing communications measurement process : case of global B2B industrial companies
The stature of marketing communications function is under a threat within the firms. As the board of management tends to demand the profitability of all business activities, marketing practitioners have for a long time been unable to credibly show the link between marketing communications actions and financial value. Fortunately, the digitalization has offered new insights and opportunities to make the marketing communications actions more measureable. “Everything can be tracked” is an often heard slogan when speaking of monitoring web users’ online behavior facilitated by web analytics software. However, it is questionable how well this slogan fits the marketing communications of Business-…