Search results for "markkinointi"
showing 10 items of 276 documents
Antecedents to permission based mobile marketing: an initial examination
2009
PurposeThis paper's aim is to develop a conceptual model to examine the influence of four antecedent factors (personal trust, institutional trust, perceived control and experience) on consumers' willingness to participate in permission‐based mobile marketing. The model is to be tested empirically across three European countries and gender.Design/methodology/approachData are collected from surveys of consumers in Finland, Germany and the UK. The partial least squares (PLS) approach is utilised to test the model fit.FindingsThe main factor affecting the consumers' decision to participate in mobile marketing is institutional trust, which is a significant factor in all three countries and acros…
B2B influencer marketing : Conceptualization and four managerial strategies
2023
While there is a growing body of research on influencer marketing, it focuses almost exclusively on the consumer marketing context, and offers limited insights for business-to-business (B2B) organizations. To address this gap, the purpose of this study is to explore the use of influencer marketing in B2B markets. We draw empirical insights from 22 interviews with a) 12 senior marketing managers representing influencer marketing users in various B2B industries, ranging from industrial product manufacturers to professional service providers, and b) 10 experts from marketing agencies who advise other B2B firms on how to apply influencer marketing. The study findings identify the key elements o…
Marketing or methodology? : Exposing the fallacies of PLS with simple demonstrations
2023
Purpose Over the past 20 years, partial least squares (PLS) has become a popular method in marketing research. At the same time, several methodological studies have demonstrated problems with the technique but have had little impact on its use in marketing research practice. This study aims to present some of these criticisms in a reader-friendly way for non-methodologists. Design/methodology/approach Key critiques of PLS are summarized and demonstrated using existing data sets in easily replicated ways. Recommendations are made for assessing whether PLS is a useful method for a given research problem. Findings PLS is fundamentally just a way of constructing scale scores for regression. PL…
Advancing value-based selling research in B2B markets : A theoretical toolbox and research agenda
2023
Value-based selling (VBS) has become an increasingly important selling practice in contemporary business-to-business (B2B) markets, but currently most VBS studies are limited to exploratory and descriptive case studies. Therefore, the purpose of this paper is to develop a theoretical toolbox that provides a foundation for more theory-driven research on VBS and thereby advances both the theoretical and managerial understanding of VBS. Specifically, we consider equity theory, framing theory, mental accounting, social exchange theory, signaling theory, agency theory, game theory, and institutional theory in terms of their implications for VBS. We provide a brief overview of each theory and its…
Hope You’re Not Totally Commercial! : Toward a Better Understanding of Advertising Recognition's Impact on Influencer Marketing Effectiveness
2022
Social media influencers (SMIs) have become an effective channel for reaching targeted customers. The present study explores the influence process of advertising recognition on consumer responses in the SMI marketing context. The authors examined an Instagram post featuring the endorsement of a brand and created an experimental design with four conditions related to advertising recognition and the parasocial relationship. Findings from a partial least squares structural equation modeling procedure indicate that advertising recognition results in overall negative consumer responses to SMI brand endorsements. The results also indicate parallel mediating effects of source credibility and atti…
Maturity in Leaps and Bounds : Organisational Listening for Customer Engagement
2023
Much of organisational development occurs during times of crisis when answers and solutions are urgently needed. The research presented in this paper suggests that, during such times, what matters for organisational legitimacy is understanding stakeholders’ changing needs. This paper proposes that organisational listening become a core function for brands and organisations. Building on theories related to organisational listening, social media and stakeholder engagement in digital marketing, this article argues for incorporating mature online listening into the customer engagement in social media (CESM) framework introduced by Santini et al. (2020). In the practise of organisational listeni…
Sponsorointistrategiat, sponsorointikohteiden valinta ja hyödyntäminen
2010
Tutkimuksen tarkoituksena oli selvittää, miten sponsorointi nähdään kohdeorganisaatioissa. Tutkimuskirjallisuuden ja esihaastattelujen perusteella erityisiksi mielenkiinnon kohteiksi nousivat yritysten sponsorointistrategiat, millä perusteilla sponsorointikohteita valitaan ja miten sponsorointia hyödynnetään. Tutkimuksen tavoitteena oli tulosten perusteella löytää yrityksille sponsoroinnin kehittämiskohteita. Aineisto kerättiin haastattelemalla 11 henkilöä kymmenessä erityyppisessä keskisuomalaisessa yrityksessä, jotka harjoittivat sponsorointia. Haastattelut toteutettiin nauhoitettuina puolistrukturoituina teemahaastatteluina, jotka litteroitiin, ja aineisto analysoitiin teemoittelemalla. …
Seed Activation Scheduling for Influence Maximization in Social Networks
2018
This paper addresses the challenge of strategically maximizing the influence spread in a social network, by exploiting cascade propagators termed “seeds”. It introduces the Seed Activation Scheduling Problem (SASP) that chooses the timing of seed activation under a given budget, over a given time horizon, in the presence/absence of competition. The SASP is framed as a blogger-centric marketing problem on a two-level network, where the decisions are made to buy sponsored posts from prominent bloggers at calculated points in time. A Bayesian evidence diffusion model – the Partial Parallel Cascade (PPC) model – allows the network nodes to be partially activated, proportional to their accumulat…
Making and breaking relationships on social media: the impacts of brand and influencer betrayals
2021
This study considers how the relationships between social media influencers, brands and individuals are intertwined on social media and analyses the spill-over effects of feelings of betrayal. An experimental design with two transgression scenarios (influencer vs. brand) was created, and 250 individuals were recruited to participate in the study. The results show that a perceived betrayal by a brand can negatively affect the perceived coolness of the social media influencer that has endorsed the brand, as well as the parasocial relationships that followers have with the influencer. Accordingly, a perceived betrayal by a social media influencer can negatively affect attitudes, trust and purc…
Harnessing marketing automation for B2B content marketing
2016
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…