Search results for " Market"

Toward a contextualized understanding of inside sales: the role of sales development in effective lead funnel management

2022

Purpose The purpose of this study is to provide a contextualized understanding of how business-to-business (B2B) firms use the sales development function for efficient and effective lead funnel management. Design/methodology/approach The authors adopted a qualitative field-study approach and interviewed 13 people from eight firms. While software as a service (SaaS) firms are the most prevalent application context for the sales development function, the authors also included respondents from non-SaaS firms to develop an in-depth understanding of the contextualized nature of the sales development process. Findings Sales development processes can be applied in outbound prospect-focused, outbo…

A New Development in Online Marketing: Introducing Digital Inbound Marketing

2015

This paper addresses the conceptualization, scale development and scale validation related to the study of consumer engagement in online settings. It first reviews this concept and draws attention to the multidimensionality of the construct, considering the underlying cognitive, emotional, and behavioral dimensions of consumer engagement. Then, it presents the foundation of this concept in relationship marketing and adds support to this proposition. Further, it proposes the construction and psychometric assessment of a 37 scales that examine all three dimensions, based on an international sample of 110 respondents who engage with a brand on a social media network. Based on multiple and succ…

Kreowanie wizerunku placówki oświatowej – perspektywa teoretyczna i praktyczna

2022

Dynamicznie zmieniający się rynek usług edukacyjnych oraz wzrastające wymagania społeczne kierowane wobec instytucji edukacyjnych i jej przedstawicieli uzależniły sukces współczesnej szkoły od wypracowania atrakcyjnej marki w środowisku, umożliwiającej wyróżnienie się na tle konkurencji oświatowej i pozyskanie potencjalnych klientów usług edukacyjnych (rodziców i ich dzieci). Dlatego w opracowaniu zostały zaprezentowane najważniejsze elementy składające się na proces kształtowania pozytywnego i spójnego wizerunku placówki edukacyjnej w środowisku lokalnym, zarówno z perspektywy teoretycznej, jak i praktycznej. Przedstawiono propozycję autorskiego modelu strategii kreowania wizerunku i promo…

When Social Media Influencers Go Political: An Exploratory Analysis on the Emergence of Political Topics Among Finnish Influencers

2022

Social media influencers are often understood as non-political actors who, due to the impact they exert on their followers’ purchase decisions and brand attitudes, play an important role in marketing and branding. In recent years, various influencers have addressed political issues during important political events such as elections. This political aspect of social media influencing has not received much scholarly interest thus far. In one of the first exploratory studies on the topic, we surveyed over one hundred Finnish influencers and investigated the degree to which they engaged with political topics. Our results show that political topics are commonly brought up among Finnish influence…

Awaking the motivation for change : relationships between physical fitness, physical activity and psychosocial factors among men in the Adventures of…

2017

This thesis examined how physical fitness is associated with self-reported physical activity (PA), eating habits and psychosocial factors among Finnish men who engaged in the Adventures of Joe Finn Campaign. The thesis comprises four original publications and supplementary results. The research framework utilizes the Health Action Process Approach (HAPA) and principles of social marketing. HAPA guides the explanation of health behaviors at the individual level within the wider framework of social marketing, which links the individual-level effects with the campaign. Data were collected during the Adventures of Joe Finn Campaign tour in 2011 and by a post-campaign e-mail survey in 2014. Phys…

Marketing e Narrazione

2008

Opportunity- and Necessity-Driven Self-Employment Among Older People in Finland

2017

To date, few empirical studies have attempted to highlight the impact of the socio-economic characteristics of older entrepreneurs according to whether they are driven by necessity or opportunity. Tervo and Haapanen contribute to the economics of ageing by showing that opportunity- and necessity-driven senior entrepreneurs differ in terms of socio-economic characteristics. This chapter utilizes a longitudinal data set from Finland. Individuals aged between 55 and 70 entering self-employment are grouped in terms of pull and push motivations. Profiles of entrepreneurs are developed using personal, family, and environmental characteristics. The results show that opportunity-driven older self-e…

Understanding the sense of community and continuance intention in virtual communities: The role of commitment and type of community

2019

Virtual communities (VCs) have become essential in current organizations and society, and so their sustainability is a topic of interest for researchers and practitioners. We focus on the sense of virtual community (SoVC) and commitment as relevant antecedents in achieving the success and maintenance of different types of VCs (communities of interest, virtual learning communities, and virtual communities of practice). Specifically, this study examines a moderated mediation model in which the type of virtual community moderates the indirect effect of a SoVC on the intention to continue through the perceived commitment of the users of the VC. The sample consists of 299 members of Virtual comm…

Le processus de choix alimentaire et ses déterminants : vers une prise en compte des caractéristiques psychologiques du consommateur

2006

This thesis aims to explore new research opportunities in the food field, proposing to explicitly include psychological factors as potential determinants of food choice process. It notes the consequences of the central role of pleasure in the mechanisms of ingestion, and the specific role of taste: the highly emotional nature of food consumption leads then to retain experiential approach and more specifically sensory marketing as a framework. The issue of research aims to investigate how sensory stimuli and the information associated with the product combine to influence, in a differentiated manner depending on the individual, consumption behavior.Methodologically, the research combines con…

Quand les institutions culturelles s´ouvrent au marketing sensoriel ... et s´en défendent : enjeux et paradoxes.

2007

: Stimulate the audience sensoriality seems to be a new spearhead for a lot of cultural institutions. In this way, it is important to understand how the stimulation of the five senses of the audience could be interesting for managers in the cultural field. We wish, within this article, to improve this analysis. Accordingly, we will try, in a first part, to define this "sensory" trend of consumption and to clarify its stakes in comparison with the work completed in other marketing's fields. In a second part, we will appreciate the consequences of this tendency in terms of managerial practices for the professionals of the cultural sector. In a third and last part, we will present the principa…