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1 – 10 of over 12000This purpose of this article is to solve the problem of bidding on keywords in newly set-up search engine advertising campaigns. Advertisers setting up search engine advertising…
Abstract
Purpose
This purpose of this article is to solve the problem of bidding on keywords in newly set-up search engine advertising campaigns. Advertisers setting up search engine advertising campaigns for the first time need to place bids on keywords, but typically lack experience and data to determine ranks that maximize a keyword’s profit (generally referred to as a cold-start problem).
Design/methodology/approach
The authors suggest that advertisers collect data from the Google Keyword Planner to obtain precise estimates of the percentage increases in prices per click and click-through rates, which are needed to calculate optimal bids (exact approach). Together with the profit contribution per conversion and the conversion rate, the advertiser might then set bids that maximize profit. In case advertisers cannot afford to collect the required data, the authors suggest two proxy approaches and evaluate their performance using the exact approach as a benchmark.
Findings
The empirical study shows that both proxy approaches perform reasonably well, the easier approach to implement (Proxy 2) sometimes performs even better than the more sophisticated one (Proxy 1). As a consequence, advertisers might just use this very simple proxy when bidding on keywords in newly set-up search engine advertising campaigns.
Originality/value
This research extends the stream of literature on how to determine optimal bids, which so far focuses on campaigns that are already running and where the required data to calculate bids are already available. This research offers a novel approach of determining bids when advertisers lack the aforementioned information.
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Rajesh Chandwani, M. Vimalkumar, Jang Bahadur Singh and Sonal Asthana
Milaap is a popular medical crowdfunding platform in India, enabling interaction between those who want to raise funds and those who want to donate. To achieve the critical mass…
Abstract
Milaap is a popular medical crowdfunding platform in India, enabling interaction between those who want to raise funds and those who want to donate. To achieve the critical mass Milaap had to increase the trust among the donors and ensure a higher success rate of the campaigns. Milaap provided two types of services: Do it Yourself (DIY), and Supported Campaign (SC). Milaap charged 5% of the raised amount from the DIY campaigns and 15% of the raised amount from the SC. Overall the chances of success were high in the SC. The case explores the dilemma of type of service to be prioritized.
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Paulo Rita, Ricardo Filipe Ramos, Sérgio Moro, Marta Mealha and Lucian Radu
This study aims to understand if an online dating app is considered an acceptable channel to conduct advertising activities and understand the differences between Generations X, Y…
Abstract
Purpose
This study aims to understand if an online dating app is considered an acceptable channel to conduct advertising activities and understand the differences between Generations X, Y and Z for such acceptance.
Design/methodology/approach
A total of 411 Tinder users’ reactions were obtained and analyzed using text mining to compute the sentiment score of each response, and a Kruskal–Wallis H test to verify if there are statistical differences between each generation.
Findings
The results showed positive acceptability toward the marketing campaign on Tinder, especially Z Generation. Nevertheless, the statistical analysis revealed that the differences between each generation are not statistically significant.
Research limitations/implications
The main limitation relates to the fact that the participants, during the data collection, revealed their identification, perhaps leading to acquiescence bias. In addition, the study mainly covered the male population. A balanced sample would be positive to examine any possible differences between gender.
Practical implications
Results provide an essential indication for companies regarding their marketing activities conducted on Tinder to fully exploit the possibility of using Tinder as an alternative and valuable channel to conduct marketing activities.
Originality/value
Up until now, no studies tried to understand the effect of a marketing activity online on an online dating app.
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The purpose of this paper is to investigate how online crowdfunding is strategically applied to artistic productions featuring strong social and cultural values, exploring…
Abstract
Purpose
The purpose of this paper is to investigate how online crowdfunding is strategically applied to artistic productions featuring strong social and cultural values, exploring potential and risks of networking value creation and community engagement. Mission-driven initiatives and their crowdfunding campaigns are analyzed through platform society framework (van Dijk, 2019), considering the business models and marketing strategies that support the scope and intentions of a variety of agents involved within the online networks.
Design/methodology/approach
A qualitative multiple case-study approach is adopted to sample and analyze in depth significant examples from the most representative crowdsponsoring platforms in Portugal. Agents’ perspectives and practices are collected through semi-structured interviews with campaign creators and platform managers, and complemented by the design of specific business model canvas (Osterwalder and Pigneur, 2010) adapted to crowdfunding projects. Communication strategies and social media marketing are considered, metering agent’s profile and comparing performance and online engagement through profile and official pages observation.
Findings
Main findings point out that a crowdfunding campaign requires to set up a specific business model and marketing strategy articulation that go beyond the traditional cultural enterprises differentiation criteria, hybridizing them through experience-led marketing logic, extended product conceptualization and a critical cultural entrepreneurship approach. Community engagement operations need to be structured and integrated through online and offline social networks activities, and the value creation is build through shared meaning construction and interpretation between creators and backers, with the support of others agents involved within crowdfunding value network. It also states that the conceptualization of crowdfunding phenomenon as a service ecosystem (Quero and Ventura, 2019) could be extended, to comprehend other actors and power position within intermediation processes, namely, social network and social media platforms corporations, online payments services, online users, legacy media entities and others stakeholders as matchfunding organizations and partners for products’ development and distribution.
Research limitations/implications
The research design could be improved by adding more quantitative and social analytics data or an international cases comparison to complete these preliminary results.
Practical implications
The findings could assist arts and media managers as well as cultural agents to adapt their strategies to emergent business and marketing models, strongly influenced by dominant barging positions in the value chain held by new digital intermediaries, and to better explore product levels to strengthen interactions and engagement with communities of interest and supporters for the creation of value.
Social implications
This paper contributes to elaborate a more accurate scientific knowledge and critical perspective about crowfunding system evolution, concerning both individual and collective agencies, and their implication for different types of agents and networked individuals between institutions (Dutton, 2009).
Originality/value
This study is unique, as it adopts a multidisciplinary approach and a comprehensive analysis of Portuguese crowdsponsoring phenomenon, and it offers a valid contribution to the analysis of crowdfunding as value-creation network.
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Douwe van den Brink, Gaby Odekerken‐Schröder and Pieter Pauwels
The first objective was to find out to what extent consumers reveal an effect of strategic and tactical cause‐related marketing on brand loyalty. Second, the article seeks to…
Abstract
Purpose
The first objective was to find out to what extent consumers reveal an effect of strategic and tactical cause‐related marketing on brand loyalty. Second, the article seeks to assess the moderating role of consumer involvement with a product on the relationship between cause‐related marketing and brand loyalty.
Design/methodology/approach
An experimental design with 240 participants was used.
Findings
The results show that consumers perceive a significantly enhanced level of brand loyalty as a result of strategic cause‐related marketing as long as the firm has a long‐term commitment to this campaign and the campaign is related to a low involvement product. Consumers do not exhibit a significant impact of tactical cause‐related marketing campaigns – whether related to high or low involvement products – on brand loyalty.
Research limitations/implications
First, all respondents were students from a western European university. Second, the experiment relied on imaginary storyboards. Third, the program dimensions were not manipulated separately.
Practical implications
If companies intend to increase brand loyalty through CRM they should set up long‐lasting CRM campaigns linked to the product that shows the lowest level of consumer involvement.
Originality/value
The added value of this paper is the link between cause‐related marketing programs and brand loyalty. Moreover, a distinction is explicitly made between tactical and strategic CRM programs.
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Shinhye Kim, Melanie Bowen and Xiaohan Wen
The objectives of this study are threefold: to delineate the phenomenon of “You Share, We Donate” (YSWD) campaigns and what distinguishes them from sales-based cause-related…
Abstract
Purpose
The objectives of this study are threefold: to delineate the phenomenon of “You Share, We Donate” (YSWD) campaigns and what distinguishes them from sales-based cause-related marketing; to contrast the effectiveness of YSWD and sales-based cause-related marketing campaigns and provide an explanation for the differences in the effectiveness; to explore boundary conditions of the proposed differences.
Design/methodology/approach
Three experiments were conducted to empirically test the differential effect of campaign formats (i.e. YSWD vs sales-based cause-related marketing), the underlying mechanism and structural as well as contextual features moderating the differential effect.
Findings
The findings suggest that YSWD messages elicit consumers’ message-sharing intentions more than traditional cause-related marketing messages. The effect is explained by consumers’ sense of empowerment and can be enhanced through donation cap non-specification. The findings further indicate that YSWD campaigns are especially fruitful in low power distance cultures.
Research limitations/implications
This study contributes toward corporate donation campaign literature by focusing on the usage of social media.
Practical implications
From a managerial perspective, this research provides marketers with guidelines on how to choose between the two cause-related marketing campaign formats and how to enhance the effectiveness of YSWD campaigns.
Originality/value
This paper extends cause-related marketing literature by not only introducing the phenomenon of YSWD campaigns to the literature but also exploring strategies to enhance the effectiveness of such campaigns and shedding light on an outcome beyond the sales impact of cause-related marketing campaigns, i.e. an increase of visibility in social media. From a managerial perspective, this research provides marketers with guidelines on how to choose between the two cause-related marketing campaign formats and how to enhance the effectiveness of YSWD campaigns.
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Janina Seutter, Michelle Müller, Stefanie Müller and Dennis Kundisch
Whenever social injustice tackled by social movements receives heightened media attention, charitable crowdfunding platforms offer an opportunity to proactively advocate for…
Abstract
Purpose
Whenever social injustice tackled by social movements receives heightened media attention, charitable crowdfunding platforms offer an opportunity to proactively advocate for equality by donating money to affected people. This research examines how the Black Lives Matter movement and the associated social protest cycle after the death of George Floyd have influenced donation behavior for campaigns with a personal goal and those with a societal goal supporting the black community.
Design/methodology/approach
This paper follows a quantitative research approach by applying a quasi-experimental research design on a GoFundMe dataset. In total, 67,905 campaigns and 1,362,499 individual donations were analyzed.
Findings
We uncover a rise in donations for campaigns supporting the black community, which lasts substantially longer for campaigns with a societal than with a personal funding goal. Informed by construal level theory, we attribute this heterogeneity to changes in the level of abstractness of the problems that social movements aim to tackle.
Originality/value
This research advances the knowledge of individual donation behavior in charitable crowdfunding. Our results highlight the important role that charitable crowdfunding campaigns play in promoting social justice and anti-discrimination as part of social protest cycles.
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Niloofar Fallahi Daryakenari, Mohammad Reza Jalilvand and Seyed Mohammadbagher Jafari
Running advertising campaigns and attracting the traffic, as well as collecting information from users who have entered the website once, provides the conditions to perform…
Abstract
Purpose
Running advertising campaigns and attracting the traffic, as well as collecting information from users who have entered the website once, provides the conditions to perform retargeting campaigns and consequently increases website visit rates and sales. The purpose of this research is to design a roadmap of retargeting campaign for small and medium enterprises (SMEs), as well as to compare normal and retargeting advertising campaigns in order to confirm the effectiveness of retargeting campaigns.
Design/methodology/approach
A single-case-study strategy was adopted by choosing advertising Company-X to design the roadmap of retargeting campaigns and evaluate its effectiveness. Using a purposive sampling, semi-structured interviews were conducted with 14 experts of advertising Company-X. Furthermore, the documents and reports available in the company were also analyzed. Thematic analysis was employed to analyze the interviews and documents. Next, a one-way ANOVA test and a two-sample t-test were used to measure the effectiveness of retargeting campaigns of the Company-X compared to normal campaigns with secondary data of 22 SMEs for a six-month period.
Findings
The qualitative phase led to the presentation of a roadmap for the retargeting campaigns in three stages: preparation, process and implementation. The results of the quantitative phase revealed that the ratio of clicks to impressions (click-through rate) and the ratio of successful purchase tags to clicks (conversion rate) are much higher in the retargeting product campaign. Therefore, the performance of selected SMEs as an example in the product retargeting campaign was better than that of the non-retargeting campaigns. Also, the ratio of cost to the successful purchase tag was higher for the product retargeting campaigns.
Originality/value
This study contributes to the literature of retargeting. First, this study provides SMEs with a successful roadmap for retargeting campaigns. Second, this research reveals the effectiveness and mechanism of retargeting for SMEs.
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Katherine Choy and Daniel Schlagwein
– The purpose of the paper is to better understand the relation between information technology (IT) affordances and donor motivations in charitable crowdfunding.
Abstract
Purpose
The purpose of the paper is to better understand the relation between information technology (IT) affordances and donor motivations in charitable crowdfunding.
Design/methodology/approach
This paper reports the findings from a comparative case study of two charitable crowdfunding campaigns.
Findings
The affordances of crowdfunding platforms support types of donor motivation that are not supported effectively, or at all, in offline charity.
Research limitations/implications
For future researchers, the paper provides a theoretical model of the relation between IT affordances and motivations in the context of charitable crowdfunding.
Practical/implications
For practitioners in the charity space, the paper suggests why they may wish to consider the use of charitable crowdfunding and how they may go about its implementation.
Originality/value
Based on field research at two charitable crowdfunding campaigns, the paper provides a new theoretical model.
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Esther Naa Dodua Darku and Wilson Akpan
This paper aims to examine the paradoxes of buy local campaigns. These are popular strategies for marketing products in domestic markets aimed at supporting the local economy…
Abstract
Purpose
This paper aims to examine the paradoxes of buy local campaigns. These are popular strategies for marketing products in domestic markets aimed at supporting the local economy. Their scope can be national, regional, community or sectoral (such as agriculture, tourism, clothing or textiles).
Design/methodology/approach
This paper examines the paradoxes associated with these campaigns, using two cases and a mixed methods study of buy local campaigns in the Ghanaian and South African textiles and clothing industries.
Findings
The study found that both economic and cultural streams of the two campaigns have different outcomes and that the dominance of one aspect does not directly influence the other.
Practical implications
The use of buy local campaigns by countries as an intervention for reclaiming domestic market spaces can produce contradictory outcomes concurrently in the same campaign.
Originality/value
The author concludes with a brief discussion, which spells out the anatomy of buy local campaigns and the usefulness of the different aspects of these campaigns.
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