Search results for " MARKETING"
showing 10 items of 1527 documents
Understanding Mobile Showrooming Based on a Technology Acceptance and Use Model
2021
Showrooming is an increasingly popular behaviour in the omnichannel era. The purpose of this paper is to understand the consumer intention to showroom through a technology acceptance and use model based on UTAUT2 that includes value consciousness and purchase involvement as drivers of showrooming intention and mobile dependency as a moderator. Data collected via a survey answered by 659 showroomers were analysed using Partial Least Squares (PLS). Results show that value consciousness, purchase involvement, hedonic motivation and social influence explain mobile showrooming intention and mobile dependency moderates the impact of value consciousness on mobile showrooming intention. Our results…
The Effects of Mobile Advertising Alerts and Perceived Value on Continuance Intention for Branded Mobile Apps
2020
This paper examines consumers&rsquo
Co‐parenting through subsidiaries: A model of value creation in the multinational firm
2017
Research summary We analyze a novel way to configure and manage multinational networks and propose a model of "co-parenting", characterized by the sharing of parenting roles and distribution of responsibilities between two units. We develop our argument around the notion of the springboard subsidiary, an operating subsidiary which assumes headquarters’ functions since it shares greater institutional closeness with both the headquarters’ country as well as with the host region. Based upon qualitative data, our inductive model revolves around three stages: establishment, consolidation and maturity, each of which reflects distinct roles and loci of decision making among the three actors involv…
Acceptance of Branded Video Games (Advergames)
2014
Advergames are free, branded video games used by advertisers to target audiences with marketing communications in a playful, interactive, and engaging way. Despite their advantages for consumers (i.e., free entertainment content), advergames can also cause concern in consumers (i.e., advertising clutter), making it necessary to explore consumers' attitudes that lead to acceptance of advergames. This chapter analyses the factors that lead consumers to accept advergames as an advertising format analyzing three variables related to consumer-media relationships: 1) consumer attitude toward advertising, 2) consumer attitude toward the presence of brands in video games, and 3) previous experience…
Discovering Homophily in Online Social Networks
2018
During the last ten years, Online Social Networks (OSNs) have increased their popularity by becoming part of the real life of users. Despite their tremendous widespread, OSNs have introduced several privacy issues as a consequence of the nature of the information involved in these services. Indeed, the huge amount of private information produced by users of current OSNs expose the users to a number of risks. The analysis of the users’ similarity in OSNs is attracting the attention of researchers because of its implications on privacy and social marketing. In particular, the homophily between users could be used to reveal important characteristics that users would like to keep hidden, hence …
Le marketing tribal électronique: vers une rationalisation sociale généralisée de la socialisation en ligne ?
2010
International audience; L’instrumentalisation marchande du phénomène de socialisation électronique, sans nous questionner plus avant ici sur son efficacité économique réelle, réactualise la question de la rationalisation du lien social à l’heure de la massification d’Internet. Cette rationalisation est considérée par beaucoup de penseurs critiques, à la suite des travaux d’Habermas sur l’Espace Public, comme un affaiblissement, voire une disparition d’un être-ensemble détaché pour partie de la raison calculatoire, de la logique de l’intérêt. Ainsi, les stratégies marketing ciblant la population internaute, que l’on pourrait rassembler en nous inspirant de Bernard Cova et de Michel Maffesoli…
The contribution of human migration to tourism: The VFR travel between the EU28 member states
2017
This study explores the correlation between human migration and that part of tourism due to people visiting friends and relatives in a foreign country. We first compared the network structure of migration stocks and tourism flows between the 28 member countries of the European Union over the period 2000–2012. Then, we performed several econometric analyses to study the main tourism determinants and the correlations between migration to tourism. The paper derives from the discussion of the results an estimate of the contribution to the overall tourism phenomenon due to visiting friends and relatives. Complex network analysis and gravity models were the investigation methods preferred.
Interfirm Cooperation Capability in the Context of Networking Family Firms: The Role of Power
2004
This article is based on theoretical and empirical research exploring interfirm cooperation capability in the context of networking family firms by focusing on the role of power. By developing the model of interfirm cooperation capability this study seeks understanding of the concept of power on the affective, conative, and cognitive capabilities of networking family firms, and on the competitiveness of the network of family firms. The study suggests that the owner-managers need to have capabilities, such as knowledge and skills, motivation and volition (willpower) and “affection,” when using their personal and institutional power as it affects the model of interfirm cooperation capability…
Web 2.0: Is the Museum-Visitor Relationship Being Redefined?
2015
International audience; Museums' growing integration of Web 2.0 techniques is indicative of their readiness to redefine their relationship with their audience. While visitors were traditionally kept at arm's length, the use of these techniques now involves them at every stage in implementing the museum offer online. By scrutinizing the Web sites of institutions and the tools they use, the authors are able to highlight the different roles that now fall to the audience in terms of communication, mediation and artistic creation. The authors go on to analyze the ramifications of visitor involvement. While such involvement may well add to audience competencies and make museums more accessible an…
Communication in new technology based‐firms
2013
PurposeThe paper aims at identifying the main social media applications used by new technology based‐firms (NTBFs) and at calculating the volume of followers they have in each application. It also focuses on the amount of activity generated by the firms in those social networks, identifying the key thematic content of their social media activity, analyzing the ability to create dialogue with their stakeholders and clarifying which style of communication they use.Design/methodology/approachThe paper presents an exploratory study of the use of social media tools by NTBFs, located in Spanish Science Parks, as an important resource network for firms in the corresponding sector. A total of 432 n…