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1 – 10 of 29Matt Crosslin, Kimberly Breuer, Nikola Milikić and Justin T. Dellinger
This study explores ongoing research into self-mapped learning pathways that students utilize to move through a course when given two modalities to choose from: one that is…
Abstract
Purpose
This study explores ongoing research into self-mapped learning pathways that students utilize to move through a course when given two modalities to choose from: one that is instructor-led and one that is student-directed.
Design/methodology/approach
Process mining analysis was utilized to examine and cluster clickstream data from an online college-level History course designed with dual modality choices. This paper examines some of the results from different approaches to clustering the available data.
Findings
By examining how often students interacted with others, whether they were more internal or external facing with their pathway choices, and whether or not they completed a learning pathway, this study identified five general tactics from the data: Individualistic Internal; Non-completing Internal; Completing, Interactive Internal; Completing, Interactive, and Reflective and Completing External. Further analysis of when students used each tactic led to the identification of four different strategies that learners utilized during class sessions.
Practical implications
The results of this analysis could potentially lead to the creation of customizable design models that can assist learners as they navigate modality choices in learner-centered or less-structured learning design methodologies.
Originality/value
Few courses are designed to give the learners the options to follow the instructor or create their own learning pathway. Knowing how to identify what choices a learner might take in these scenarios is even less explored. Preliminary data for this paper was originally presented as a poster session at the Learning Analytics and Knowledge conference in 2019.
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Simone Aiolfi, Silvia Bellini and Davide Pellegrini
The research aims to investigate how individuals can be persuaded to make purchases through repeated and personalized messages. Specifically, the study proposes a framework of the…
Abstract
Purpose
The research aims to investigate how individuals can be persuaded to make purchases through repeated and personalized messages. Specifically, the study proposes a framework of the potential benefits and risks of the online behavioral and data-driven digital advertising (OBA), which can help researchers and practitioners to better understand shopping behavior in the online retailing setting. In addition, the research focuses on the role of privacy concerns in affecting avoidance or adoption of OBA.
Design/methodology/approach
The authors apply a structural equation modeling (SEM) approach with partial least square (PLS) regression method to test the research hypotheses through data coming from a structured questionnaire.
Findings
OBA is a controversial type of advertising that activates opposing reactions on consumers' perspective. Specifically, acceptance of the OBA is positively related to relevance, usefulness and credibility of the personalized advertisements, while the intention to avoid personalized ads is strictly related to the privacy concerns. Consequently, OBA acceptance and avoidance affected the click intention on the ad and the behavioral intention that are decisive for the success of data-driven digital advertising.
Originality/value
Prior research came up with complex theoretical frameworks that explain antecedents of OBA focusing only on ethical issues in marketing, on the effectiveness of a single OBA campaign or on how to create a successful advertising campaign. However, no study focuses on the intended or actual behavior of shoppers. Specifically, filling the gap in the existing literature, our research applies an SEM approach to identify both benefits and risks and the antecedents of the actual behavior of individuals in terms of actual purchases promoted by OBA.
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Jorge Xavier and Winnie Ng Picoto
Regulatory initiatives and related technological shifts have been imposing restrictions on data-driven marketing (DDM) practices. This paper aims to find the main restrictions for…
Abstract
Purpose
Regulatory initiatives and related technological shifts have been imposing restrictions on data-driven marketing (DDM) practices. This paper aims to find the main restrictions for DDM and the key management theories applied to investigate the consequences of these restrictions.
Design/methodology/approach
The authors conducted a unified bibliometric analysis with 104 publications retrieved from both Scopus and Web of Science, followed by a qualitative, in-depth systematic literature review to identify the management theories in literature and inform a research agenda.
Findings
The fragmentation of the research outcomes was overcome by the identification of 3 main clusters and 11 management theories that structured 18 questions for future research.
Originality/value
To the best of the authors’ knowledge, this paper sets for the first time a frontier between almost three decades where DDM evolved with no significative restrictions, grounded on innovations and market autoregulation, and an era where data privacy, anti-trust and competition and data sovereignty regulations converge to impose structural changes, requiring scholars and practitioners to rethink the roles of data at the strategic level of the firm.
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Ville Salonen and Heikki Karjaluoto
The purpose of this paper seeks to develop a motivation-based complementary framework for temporally dynamic user preferences to facilitate optimal timing in web personalisation…
Abstract
Purpose
The purpose of this paper seeks to develop a motivation-based complementary framework for temporally dynamic user preferences to facilitate optimal timing in web personalisation. It also aims to highlight the benefits of considering user motivation when addressing issues in temporal dynamics.
Design/methodology/approach
Through theory, a complementary framework and propositions for motivation-based temporal dynamics for further testing are created. The framework is validated by feeding back findings, whereas some of the propositions are validated through an experiment.
Findings
The suggested framework distinguishes two ways (identifying/learning and shifting) of using a motive-based approach to temporal dynamics in web personalisation. The suggested outcomes include enhanced timing in matching current preferences and improved conversion. Validation measures predominantly support both the framework and the tested propositions. The theoretical basis for the approach paves a path towards refined psychological user models; however, currently on a complementary level.
Research limitations/implications
While the framework is validated through feeding back findings, and some of the propositions are validated through basic experimentation, further empirical testing is required.
Practical implications
A generalised approach for complementing personalisation procedures with motivation-based temporal dynamics is offered, with implications for both user modelling and preference matching.
Originality/value
This paper offers novel insights to web personalisation by considering the in-depth effects of user motivation.
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Over the past two decades, online booking has become a predominant distribution channel of tourism products. As online sales have become more important, understanding booking…
Abstract
Purpose
Over the past two decades, online booking has become a predominant distribution channel of tourism products. As online sales have become more important, understanding booking conversion behavior remains a critical topic in the tourism industry. The purpose of this study is to model airline search and booking activities of anonymous visitors.
Design/methodology/approach
This study proposes a stochastic approach to explicitly model dynamics of airline customers’ search, revisit and booking activities. A Markov chain model simultaneously captures transition probabilities and the timing of search, revisit and booking decisions. The suggested model is demonstrated on clickstream data from an airline booking website.
Findings
Empirical results show that low prices (captured as discount rates) lead to not only booking propensities but also overall stickiness to a website, increasing search and revisit probabilities. From the decision timing of search and revisit activities, the author observes customers’ learning effect on browsing time and heterogeneous intentions of website visits.
Originality/value
This study presents both theoretical and managerial implications of online search and booking behavior for airline and tourism marketing. The dynamic Markov chain model provides a systematic framework to predict online search, revisit and booking conversion and the time of the online activities.
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The purpose of this study is to determine what the history of research in marketing implies for the reaction of the field to recent developments in technology due to the internet…
Abstract
Purpose
The purpose of this study is to determine what the history of research in marketing implies for the reaction of the field to recent developments in technology due to the internet and associated developments.
Design/methodology/approach
This paper examines the introduction of new research topics over 10-year intervals from 1960 to the present. These provide the basic body of knowledge that drives the field at the present time.
Findings
While researchers have always borrowed techniques, they have refined them to make them applicable to marketing problems. Moreover, the field has always responded to new developments in technology, such as more powerful computers, scanners and scanner data, and the internet with a flurry of research that applies the technologies.
Research limitations/implications
Marketing will adapt to changes brought on by the internet, increased computer power and big data. While the field faces competition for other disciplines, its established body of knowledge about solving marketing problems gives it a unique advantage.
Originality/value
This paper traces the history of academic marketing from 1960 to the present to show how major changes in the field responded to changes in computer power and technology. It also derives implications for the future from this analysis.
Propósito
El objetivo de este estudio es examinar qué implica la historia de la investigación académica en marketing en la reacción del campo de conocimiento a los recientes desarrollos tecnológicos como consecuencia de la irrupción de Internet.
Metodología
Esta investigación analiza la introducción de nuevos temas de investigación en intervalos de diez años desde 1960 hasta la actualidad. Estos periodos proporcionan el cuerpo de conocimiento básico que conduce al ámbito del marketing hasta el presente.
Hallazgos
Aunque los investigadores tradicionalmente han tomado prestadas ciertas técnicas, las han ido refinando para aplicarlas a los problemas de marketing. Además, el ámbito del marketing siempre ha respondido a los nuevos desarrollos tecnológicos, más poder de computación, datos de escáner o el desarrollo de Internet, con un amplio número de investigaciones aplicando tales tecnologías.
Implicaciones
El marketing se adaptará a los cambios provocados por Internet, aumentando el poder de computación y el big data. Aunque el marketing se enfrenta a la competencia de otras disciplinas, su sólido cuerpo de conocimiento orientado a la resolución de problemas le otorga una ventaja diferencial única.
Valor
Describe la historia académica del marketing desde 1960 hasta la actualidad, para mostrar cómo los principales cambios en este campo respondieron a los cambios tecnológicos. Se derivan interesantes implicaciones para el futuro.
Palabras clave
Historia, Revisión, Cambio, Tecnología, Conocimiento, Internet, Datos, Métodos
Tipo de artículo
Revisión general
Abstract
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Dušan Mladenović, Anida Rajapakse, Nikola Kožuljević and Yupal Shukla
Given that online search visibility is influenced by various determinants, and that influence may vary across industries, this study aims in investigating the major predictors of…
Abstract
Purpose
Given that online search visibility is influenced by various determinants, and that influence may vary across industries, this study aims in investigating the major predictors of online search visibility in the context of blood banks.
Design/methodology/approach
To formalize the online visibility, the authors have found theoretical foundations in activity theory, while to quantify online visiblity the authors have used the search engine optimization (SEO) Index, ranking, and a number of visitors. The examined model includes ten hypotheses and was tested on data from 57 blood banks.
Findings
Results challenge shallow domain knowledge. The major predictors of online search visibility are Alternative Text Attribute (ALT) text, backlinks, robots, domain authority (DA) and bounce rate (BR). The issues are related to the number of backlinks, social score, and DA. Polarized utilization of SEO techniques is evident.
Practical implications
The methodology can be used to analyze the online search visibility of other industries or similar not-for-profit organizations. Findings in terms of individual predictors can be useful for marketers to better manage online search visibility.
Social implications
The acute blood donation problems may be to a certain degree level as the information flow between donors and blood banks will be facilitated.
Originality/value
This is the first study to analyze the blood bank context. The results provide invaluable inputs to marketers, managers, and policymakers.
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