Technological innovation has grown at an unprecedented rate over the past couple of decades, creating multiple opportunities for marketing in online settings. The proliferation of social media helps customers become more empowered and engaged in their brand interactions, while also providing them with new tools in their search, evaluation, choice and purchases of marketing offerings. Consequently, these developments are influencing marketing practices, both strategically, and tactically. Nowadays, social media has developed in an essential part of marketing strategy for its ability to generate co-created value, to interactively connect brands to consumers, to monitor brand-related discussions and sentiments, to guide consumers in the decision-making process, to instigate customer-to-customer interactions, and transform consumers into brand advocates. The purpose of this paper is to examine the strategic opportunities of social media marketing for organizations. By providing a...
Category - Simona VINEREAN
The Bucharest University of Economic Studies
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 successive applications of exploratory and confirmatory factor analyses, 11 scales are developed showing strong evidence of reliability and validity measurement of consumer engagement in online settings. The final section includes a discussion of the academic contributions, managerial, implications of...
Particularly in online settings, marketing is undergoing a transformation. Online business can no longer rely on traditional marketing tactics and campaigns to attract, retain and expand consumers because there is a transformation in how people interact with brands and companies, how they shop and buy in online and offline settings. Traditional marketing is no longer a viable option because it focuses on pushing a message out. In online business framework, a new marketing development has arisen, namely digital inbound marketing. This new marketing type is focused on attracting valuable consumers (potential, existing, or aspirational) that choose to interact with a particular company that provides them with something useful. In this paper, we propose a definition for digital inbound marketing and examine the online strategies associated with this concept: brand-focused marketing communications, content marketing, social media marketing, and search engine optimization.
Customer experience is gaining more and more attention from researchers. Particularly in tourism, this experiences may be determined by hedonic or utilitarian factors. However, there are other influences, both exogenous and endogenous, that may impact consumer behaviors in tourism. Thus, in this article, we explore the receptivity of consumers in terms of certain types of influences, exogenous and endogenous, to hedonic and utilitarian factors related to a tourism package. To examine these research questions, we employ exploratory factor analysis, confirmatory factor analysis, and structural equation modelling on a sample of 150 tourists from Europe and North America.
This study explores the customer satisfaction – loyalty relation in the context of online shopping by introducing various mediators, such as trust, attitude, hedonic value, and utilitarian value. For data collection, we used an online consumer survey in relation to Internet retailing. In this paper we found empirical evidence that loyalty and satisfaction have a reciprocal relationship, but that mediators exist between satisfaction and loyalty. The findings of this study have consequences for customer relationship management, particularly in terms of retention, of the satisfied consumers in an e-shopping environment.
As Internet use continues to increase, companies have to emphasize the understanding of the implications of its use on long term purchase behavior, in terms of satisfaction and loyalty. Ultimately, companies should be interested in consumer perceptions and the factors that play a role in following a certain behavior over an extended period of time. Attaining a successful marketing program compels companies to fully connect with their targeted customers. Therefore, this paper aims to propose a new model that examines relationships between cognitive – affective – conative constructs in an e-shopping environment.