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Article
Publication date: 31 August 2021

Peng Luo, Eric W.T. Ngai, Yongli Li and Xin Tian

This study examines the dynamic relationships of visit behavior in the multiple channels [personal computer (PC) and mobile channels] on online store sales performance.

Abstract

Purpose

This study examines the dynamic relationships of visit behavior in the multiple channels [personal computer (PC) and mobile channels] on online store sales performance.

Design/methodology/approach

The empirical data were from an online store for the period between August 14, 2015 and May 15, 2016. The data consisted of consumer visit behavior and online store sales performance. Vector autoregression with an exogenous variables model was adopted to investigate the dynamic relationships.

Findings

The empirical results show significant relationships between visit behavior metrics (number of visitors, average number of visits per visitor and average length of each visit) in the two channels and online store sales performance. The number of visitors through the PC and mobile channels strongly and positively affects online store sales performance both in the short term and in the longer term. Moreover, the number of visitors in the PC channel has the strongest influence on sales performance metrics, followed by the number of visitors and the average number of visits in the mobile channel. The PC channel's visit behavior metrics explain a larger proportion of the sales performance variance than that in the mobile channel.

Originality/value

The previous literature on consumer behavior in multichannel marketing mainly focuses on channel selection or migration, and examines the different factors affecting channel choice behavior. Little is known about the impacts of visit behavior in the multiple channels. This study adopts the heuristic-systematic information processing theory to unveil the impacts of visit behavior metrics in the PC and mobile channels on online store sales performance.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

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Article
Publication date: 26 July 2021

Cheng Xu, Jooyoung Park and Jacob C. Lee

This research investigates the novel questions of whether and how specific forms of shopping channels (online vs offline) influence consumers' decision-making. Moreover…

Abstract

Purpose

This research investigates the novel questions of whether and how specific forms of shopping channels (online vs offline) influence consumers' decision-making. Moreover, this research investigates marketing firms' proper marketing strategies across different shipping channels.

Design/methodology/approach

The authors conducted three studies using a large sample (N = 703) recruited from a diverse pool (students and adults) that examined multiple products (camera and car) across different shopping channels (online vs offline). Study 1a (n = 251) and Study 1b (n = 252) examined the effect of an online versus offline channel on consumers' decision-making using a one-factor (shopping channel: online vs offline) between-subjects design. Meanwhile, Study 2 (n = 200) investigated the effective strategies that firms should employ across different shopping channels using a 2 (shopping channel: online vs offline) × 2 (mental simulation: outcome vs process) between-subjects design. Participants in the online condition evaluated the product on a computer screen, whereas participants in the offline condition evaluated the real product assuming a real-world retail store setting.

Findings

The three studies supported the predictions that shopping channels (online vs offline) affect consumers' psychological distance and, in turn, affect their decision process. Specifically, results reveal that the online (offline) channel increases (decreases) psychological distance and leads consumers to pay more attention to a product's desirability (feasibility) aspects.

Originality/value

Given that many firms sell the same products through multiple channels, the findings of this research offer insightful theoretical and practical implications.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

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Article
Publication date: 10 August 2021

Moez Bellaaj

Many studies have examined the use of social media by either customers or firms, especially in developed markets. However, little is known about why young individual…

Abstract

Purpose

Many studies have examined the use of social media by either customers or firms, especially in developed markets. However, little is known about why young individual entrepreneurs use digital channels (DCs) as business platforms in emerging markets (EMs) and how they integrate them into their marketing activities. This paper aims to try filling this gap.

Design/methodology/approach

Given the exploratory nature of this research, the authors employ a qualitative approach based on a focus group (12 participants) and semi-structured interviews (8 participants) with young entrepreneurs in Saudi Arabia. The authors adopted a deductive thematic analysis based on pre-determined theoretical frameworks to analyse and interpret the data.

Findings

The authors found that the young entrepreneurs mainly used Instagram, Snapchat and, to a moderate extent, YouTube as digital marketing channels for advertising purposes. However, they used WhatsApp for establishing direct contact and personalising communication with customers. The entrepreneurs used these channels because they are useful, easy to use, cost-effective, fun and widely used by local customers. The authors also found that the entrepreneurs used social media and offline channels conjointly in three main marketing activities (communication/promotion, transactions and customer service) to boost the customer purchasing process. The complementarity of social media and offline channels was found to improve brand visibility, enlarge markets and strengthen the customer relationship. However, the achievement of these benefits varied across small firms depending on the entrepreneurs' abilities in coordinating multiple channels and according to the distinctiveness of their businesses.

Research limitations/implications

This study contributes to the entrepreneurial literature by extending the unified theory of acceptance and use of technology (UTAUT) to explain the motives behind the use of DCs amongst individual entrepreneurs. Furthermore, this paper proposes a novel theoretical framework for studying the interaction between online and offline marketing channels during the purchasing process. Through this framework, the study provides new insights into channel coordination and multi-channel customer behaviours from the entrepreneur's perspective.

Practical implications

This study helps understand why small firms use different DCs. Likewise, it shows how young entrepreneurs coordinate online/offline channels in a complementary manner. The findings could also help in designing appropriate programmes encouraging young entrepreneurs to use online channels and social media to enhance their business activities.

Originality/value

This study offers a novel attempt at explaining the use of DCs and their interaction with traditional channels from the entrepreneur's perspective and brings new insights to why and how young entrepreneurs use DCs in an emerging market.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 3 August 2021

R. Deepa and Rupashree Baral

The study attempts to extend the current scholarship in the field of employer branding. Integrated communication is about consistent communication that is synergistic…

Abstract

Purpose

The study attempts to extend the current scholarship in the field of employer branding. Integrated communication is about consistent communication that is synergistic through multiple communication channels. Employer branding activities that involve multiple internal communication channels aim to attract employees. The study proposes that the perceived impact of effective integrated communication in employer branding shapes employee attitude and hence employee attraction. Employee perception of the choice of communication channels is also proposed to have an impact on employee attraction.

Design/methodology/approach

An exploratory qualitative study in the form of interviews and a preliminary survey was conducted in the first phase. The main study involved a questionnaire survey to empirically test the proposed hypotheses. The respondents were information technology–business process management (IT-BPM) employees (n = 520) in India.

Findings

The direct and interaction effects of integrated communication and usefulness of communication channels on employee attraction within the organization were empirically validated to suggest a positive impact on employee attraction.

Originality/value

The study extends the current body of knowledge on talent attraction to include present employees. Similarly, the study on integrated communication and its impact on employee attraction is an important addition to the literature on employer branding, internal communication and talent management, given the present coronavirus disease 2019 (COVID-19) situation.

Details

Corporate Communications: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1356-3289

Keywords

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Article
Publication date: 1 December 2003

Ong Hway‐Boon and Cheng Ming Yu

One of the most significant implications of technological advances in the banking sector is the possibility of delivering banking services through electronic channels (e…

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10015

Abstract

One of the most significant implications of technological advances in the banking sector is the possibility of delivering banking services through electronic channels (e‐channels). E‐channels provide alternatives for faster delivery of banking services to a wider scope of customers. Nowadays, e‐channels have gained increasing popularity in delivering banking services. However, prior to the implementation of e‐channels, several factors and investment costs must be identified to ensure a more cost effective and efficient execution of e‐channel services. A survey is thus conducted to determine factors that are essential for the successful implementation of e‐channels by domestic commercial banks in Malaysia. Data were collected from primary sources and were analysed via frequency analysis and factor analysis. The results of the survey suggested that banks’ operation management is the main factor affecting the success of ATMs, PC and branch banking, while product innovation and knowledge development factors are found to have the most significant effect on the success of banking kiosks and phone banking respectively.

Details

International Journal of Bank Marketing, vol. 21 no. 6/7
Type: Research Article
ISSN: 0265-2323

Keywords

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Article
Publication date: 7 June 2013

Khurram Altaf, Ahmad Majdi Abdul Rani and Vijay R. Raghavan

The purpose of this paper is to present a technique of fabricating profiled conformal cooling channels (PCCC) in an aluminium filled epoxy mould using rapid prototyping…

Abstract

Purpose

The purpose of this paper is to present a technique of fabricating profiled conformal cooling channels (PCCC) in an aluminium filled epoxy mould using rapid prototyping (RP) and rapid tooling (RT) techniques and to compare the cooling times for the moulds with circular and profiled channels experimentally. The cooling channels in injection mould tools have a circular cross section. In a PCCC, the cross sectional shape is so designed that the flat face surface of the channel facing the cavity follows the profile of the cavity. These types of channels can be manufactured through RP and RT techniques.

Design/methodology/approach

A part to be moulded was designed and modelled. Two moulds were then designed with the part cavity, one having a circular channel and the second with a profiled channel, both having the same cross sectional area for coolant flow. The channel patterns were designed with supports according to their position regarding height and distance from the cavity as designed earlier. Both channels have the same distance from the cavity wall. RP patterns were produced for both channels and part using the Thermojet 3D printer. The cooling channel and the moulded part patterns were then assembled as designed in the moulds. Moulding frames were fabricated with aluminium plates and the pattern was placed in the frames. Epoxy was poured on the pattern and then cured. The moulded part and the channel patterns embedded inside epoxy were melted out during the final curing cycle, leaving behind the circular‐ and profiled‐cooling channels in the moulds. For the cooling time measurement, injection moulding was done with moulds with circular and profiled channels. Moulded part temperature will be recorded by embedding thermocouples within the mould cavities.

Findings

A technique for the manufacture of cooling channels of different profiles in epoxy moulds was presented. Experimental analysis for temperature measurement for the moulded part with injection moulding process showed that PCCC mould has less cooling time then mould with circular channels.

Research limitations/implications

The technique presented is based on the metal‐filled epoxy materials used in RT and was obtained using a specific test part. Epoxy tooling can be a useful alternative of metallic mould to produce injection mould tools. A limitation for the epoxy moulds is that they have a limited life as compared with metallic moulds.

Originality/value

This is a new technique of manufacturing moulds with cooling channels using RP/RT techniques. Moulds with different channel cross sections can be manufactured using this technique.

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Article
Publication date: 1 January 2005

Göran Svensson

In the marketing literature it is often argued that corporations should pay attention to the needs and wants not only of their own customers, but also to those of their…

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8090

Abstract

Purpose

In the marketing literature it is often argued that corporations should pay attention to the needs and wants not only of their own customers, but also to those of their customers' customers. This is often referred to as “the marketing concept”. The objective is to revitalize the marketing concept beyond the traditional levels of manufacturers, suppliers, wholesalers, retailers, customers and consumers in marketing channels.

Design/methodology/approach

Conceptual discussion and approach are undertaken.

Findings

The term “spherical marketing concept” is coined. This term connects the distinct upstream and downstream levels of marketing channels, as well as reconnecting their indistinct subsequent and preceding levels.

Research limitations/implications

The dilemma with the common use of the marketing concept in the literature is that it fails to acknowledge the simultaneous connection of the components and interfaces between the upstream and downstream distinct levels from the start to the end of the marketing channels with the reconnection of the components and interfaces from the subsequent and preceding indistinct levels of the marketing channels. Further research efforts should be dedicated to bridge the start and end of distinct levels of marketing channels by way of the indistinct preceding and subsequent ones. Economic, social and ecological factors should be included.

Practical implications

It is not enough simply to match the supply and demand between the start and the end of marketing channels – a revitalization of the boundaries of the marketing concept towards a total circulation approach is necessary. Best practice tends to be more and more aware and skilful in this respect.

Originality/value

The spherical marketing concept contributes to pin‐point the importance of the seamlessness, sustainability and total circulation of components and interfaces in marketing channels. It also contributes to place current theories and practices in perspective for the future.

Details

European Journal of Marketing, vol. 39 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

Content available
Article
Publication date: 31 May 2021

Rekha Dahiya and Dimpy Sachar

Role of digital channels in car buying has increased manifold and consumers are making significant use of various digital channels throughout the decision-making process…

Abstract

Purpose

Role of digital channels in car buying has increased manifold and consumers are making significant use of various digital channels throughout the decision-making process. However, there are very less number of studies available if one wishes to understand the specific reason(s) for the use of a particular digital channel of communication. This study deals with the identifications of the reason(s) leading towards the usage of particular digital channel of communication while buying a car.

Design/methodology/approach

Quantitative methodology was adopted for the study. A total of 10 digital channels namely the websites, social networking sites, YouTube, Smartphones, Online communities, Digital TV, Digital Outdoors, e-mails and others were considered in the study. Data was collected from 603 car buyers from Delhi using digital channels of communication.

Findings

The results of the study revealed that Website and YouTube were used for being compatible. Social networking sites, smartphones, digital outdoors and e-mails were used for being informative. Online communities were used for offering customers and experts' reviews. Digital TV was used for being easy to use.

Research limitations/implications

The study considers the respondents from Delhi only. A more representative sample covering various parts of the country would offer more relevant results for the marketers as digital divide existing between rural and urban India cannot be simply ignored.

Practical implications

The study reveals that car buyers are making ample usage of digital channels wherein website is the most used digital channel and smartphones are the most used digital devices used by the car buyers.

Social implications

Study also reveals that car buyers might use search engines to reach the marketer's website, so effective search engine optimization (SEO) strategies should be adopted. Important keywords used in the search engines should be used in the website as well as in the links.

Originality/value

Majority of the available studies use digital as an umbrella term for myriad digital channels. So understanding about the usage of specific channel of communication remains an under-researched area. Such understanding strengths and broadens the existing knowledge about technology mediated consumer behaviour especially in extended problem-solving product category.

Details

South Asian Journal of Marketing, vol. 2 no. 1
Type: Research Article
ISSN: 2719-2377

Keywords

Content available
Article
Publication date: 7 June 2021

Marta Frasquet, Marco Ieva and Cristina Ziliani

This paper analyses how the purchase channel and customer complaint goals affect the sequential choice of post–purchase complaint channels when customers experience a…

Abstract

Purpose

This paper analyses how the purchase channel and customer complaint goals affect the sequential choice of post–purchase complaint channels when customers experience a service failure followed by a service recovery failure (double deviation).

Design/methodology/approach

An online survey involving a scenario manipulation was conducted with 577 apparel shoppers. The study employs multi-group latent class analysis to estimate latent customer segments within both online and offline groups of shoppers and compare latent classes between the two groups.

Findings

The results show that the purchase channel has a lock-in effect on the complaint channel, which is stronger for offline buyers. Moreover, there is evidence of channel synergy effects in the case of having to complain twice: shoppers who complain in store in the first attempt turn to online channels in the second complaint attempt, and vice versa. Complaint goals shape the choice of complaint channels and define different shopper segments.

Originality/value

The present study is the first to adopt a cross-stage approach that analyses the dependencies between the purchase channel and the complaint channel used on two subsequent occasions: the first complaint after a service failure and the second following a service recovery failure.

Details

International Journal of Retail & Distribution Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-0552

Keywords

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Book part
Publication date: 26 October 2012

William Ocasio

This chapter first examines the role of attention in the garbage can model of decision making and compares it both to prior approaches in the Carnegie School tradition and…

Abstract

This chapter first examines the role of attention in the garbage can model of decision making and compares it both to prior approaches in the Carnegie School tradition and the attention-based view of the firm. Both the garbage can model and the attention-based view rely on the same assumption, one that is rarely recognized nor understood – that organizational decision making is characterized by situated attention, where organizational participants vary across time and place in what they attend to. In the garbage can model, decision opportunities are the temporal contexts for situated attention; in the attention-based view, attention is situated in both time and place within the organization's communication channels. In the garbage can, situated attention is also shaped by the ecology of problems and opportunities competing for attention. The final part examines the determinants and consequences of tight versus loose coupling of channels in organizations and its effects on participants’ situated attention. Attention structures external to channels and the architecture of channel structures shape the degree of coupling found in organizations. In viewing coupling as a variable, the chapter suggests that a modified garbage can model, combined with an increased focus on situated attention, provides the foundations for a more general theory of nonroutine decision making.

Details

The Garbage Can Model of Organizational Choice: Looking Forward at Forty
Type: Book
ISBN: 978-1-78052-713-0

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