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Article

C.M. Sashi

Technological innovations that resulted in the emergence and widespread adoption of digital communication in recent years have led to a surge of academic and practitioner…

Abstract

Purpose

Technological innovations that resulted in the emergence and widespread adoption of digital communication in recent years have led to a surge of academic and practitioner interest in its implications for the co-creation of value and customer engagement. However, in comparison to the attention given to the study of customer engagement in consumer markets, few studies have examined its key role in business markets. This paper aims to examine the impact of digital communication on value co-creation and customer engagement in inter-organizational relationships in business networks.

Design/methodology/approach

Co-creation of value and customer engagement in business networks occurs among interconnected organizations that are partners in intermediate transactions. The paper develops a matrix of inter-organizational engagement among partners in business networks and propositions linking digital communication to value co-creation and inter-organizational engagement.

Findings

The relationships among network organizations may be characterized by the extent of relational exchange and inter-organizational bonds among them. Four types of inter-organizational engagement emerge: transactional partners, loyal partners, trusted partners and engaged partners. The partners co-create value to better satisfy customers.

Research limitations/implications

The paper is an initial attempt to develop a conceptual understanding of customer engagement in business markets and formulate propositions that can be further investigated. Networks of partner organizations co-create value, altering their input and output markets, value addition and products, permitting greater flexibility and customization in satisfying the needs of customers.

Practical implications

The ability afforded by digital communication for real-time interactive communication enables individuals from multiple departments and hierarchical positions within multiple organizations dispersed across geographic locations and industries to maintain contact, quickly and easily communicate task information, build trust and commitment in long-term relationships with network partners and provide superior customer value.

Originality/value

The paper represents a unique attempt to understand the nature of customer engagement in business markets. It discusses how digital communication alters market transactions among partner organizations in a network by facilitating changes in their make/buy decisions. It develops a matrix of inter-organizational engagement in business networks and propositions that improve understanding of the customer engagement concept and provide the foundation for strategies to better satisfy customers.

Details

European Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0309-0566

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Article

Heini Sisko Maarit Lipiäinen, Heikki Ensio Karjaluoto and Marjo Nevalainen

The purpose of this paper is to examine how digital communication tools are used for internal communication (IC) in multinational corporations (MNCs). Specifically, the…

Abstract

Purpose

The purpose of this paper is to examine how digital communication tools are used for internal communication (IC) in multinational corporations (MNCs). Specifically, the study illustrates the role of digital channels in IC, the benefits they bring and the difficulties involved in using them.

Design/methodology/approach

This research features a single-case study focusing on a listed Finnish multinational industrial corporation with a long history. Data for the study come from semi-structured theme interviews and a workshop in which the results were discussed.

Findings

Digital IC tools are able to facilitate IC in MNCs, although some challenges may arise in relation to planning their utilization. Related to the role of digital channels in IC, these findings highlight the importance of face-to-face channels in everyday IC and the role of digital channels as more formal communication channels.

Research limitations/implications

This paper focuses on a single organization. Additional research would be required to attain generalizable results.

Practical implications

The effective use of new digital communication tools requires common guidelines across all areas of an MNC. Despite the great potential of new tools, the importance of face-to-face communication should not be ignored.

Originality/value

Most of the research on IC in MNCs was conducted before the digital communications era. Recent advances in information technology have created new challenges and opportunities for IC.

Details

Corporate Communications: An International Journal, vol. 19 no. 3
Type: Research Article
ISSN: 1356-3289

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Article

Christine L. Borgman

This article explores the relationship between scholarly communication, an established research area receiving renewed interest, and digital libraries, a relatively new…

Abstract

This article explores the relationship between scholarly communication, an established research area receiving renewed interest, and digital libraries, a relatively new area of research. Scholarship is inherently a social process and it is embedded in a structure of relationships with other scholars, with scholarly societies, and with publishers and libraries. These stakeholders agree that the relationship has become unbalanced with the advent of electronic publishing, digital libraries, computer networks and associated changes in pricing, intellectual property policies and contracts, but they do not agree on solutions to redress the balance. Several problems worthy of research lie at the intersection of scholarly communication processes and digital libraries. These include the ability of digital libraries to support the cycle of information seeking, using and creating; the ‘social life’ of documents; and electronic publishing. Other interesting problems exist at the intersection of structures of scholarly communication and digital libraries. These include increased interdependency of scholarly documents, as links are embedded between documents, both within and between digital libraries; the indefinite preservation of digital documents; business models for electronic publishing and digital libraries; and conflicts between the physical and virtual aspects of libraries.

Details

Journal of Documentation, vol. 56 no. 4
Type: Research Article
ISSN: 0022-0418

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Article

Thierry Viale, Yves Gendron and Roy Suddaby

The authors study how communication agencies became important sites for the rise of measurement expertise in the government of consumer conduct following the development…

Abstract

Purpose

The authors study how communication agencies became important sites for the rise of measurement expertise in the government of consumer conduct following the development of online consumption. The purpose of this paper is to focus on the processes by which digital measurement developed (within the agencies) as a new legitimate form of expertise, able to produce relevant and detailed knowledge about the government of web users.

Design/methodology/approach

The authors carried out a field examination in France, predicated on 100 interviews with actors involved in communication consultancy. Drawing on the concepts of governmentality and inter-jurisdictional experimentation, the authors examine how digital measurement expertise acquired legitimacy within agencies. The authors also analyze how contemporary technologies of measurement and surveillance, as operated by in-house digital experts, provide advertising specialists and advertisers with increasingly precise data on consumer conduct and thought.

Findings

The constitution and legitimization of digital measurement expertise was characterized by experimentation, culminating in the production of persuasive claims of tangibility concerning communication impact, and in relative agreement on the relevance of digital expertise in operating increasingly powerful technologies of measurement and surveillance.

Originality/value

While the role of experts in promoting and implementing neoliberal governmentality is emphasized in the literature, the study indicates that considerable work is needed to develop and legitimize expertise consequent with neoliberalism. Also, the analysis highlights that the spread of digital measurement expertise and knowledge production in the government of web users constitutes a noteworthy step in the neoliberalization of society. Behind the front of “free” conduct lies an increasingly powerful network of technologies and expertise aimed at rendering consumer conduct knowable and predictable.

Details

Accounting, Auditing & Accountability Journal, vol. 30 no. 2
Type: Research Article
ISSN: 0951-3574

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Abstract

Details

Communication as Gesture
Type: Book
ISBN: 978-1-78756-515-9

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Book part

Mark Anthony Camilleri

Institutions and organizations are increasingly using the digital media to communicate with stakeholders on a day-to-day basis and during crisis situations. Therefore…

Abstract

Institutions and organizations are increasingly using the digital media to communicate with stakeholders on a day-to-day basis and during crisis situations. Therefore, this chapter presents a bibliographic analysis on digital corporate communication technologies. The grounded theory’s inductive approach was used to capture and interpret the findings from Scopus-indexed publications. The articles were scrutinized in their entirety, including their research questions, methodologies and interpretation of the findings. Afterwards, this contribution identifies the opportunities and challenges that emerged during an unprecedented coronavirus (COVID-19) outbreak. In conclusion, it implies that there is scope for institutions and organizations to incorporate digital and social media in their crises’ communications and risk management plans. This will enable them to be in a better position to engage in credible and transparent dialogic communications with different stakeholders.

Details

Strategic Corporate Communication in the Digital Age
Type: Book
ISBN: 978-1-80071-264-5

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Book part

Ciro Troise and Mark Anthony Camilleri

The latest advances in digital technologies have changed the way companies communicate with their stakeholders. This chapter explores the businesses’ usage of digital

Abstract

The latest advances in digital technologies have changed the way companies communicate with their stakeholders. This chapter explores the businesses’ usage of digital communication channels. It focuses on their utilization of social media for marketing and promotion of products, corporate social responsibility (CSR) practices and stakeholder engagement with financial stakeholders. An exploratory study was carried out on a sample of 167 Italian businesses. It investigated the companies’ websites and their social media accounts. The findings suggest that the Italian businesses are using various social media networks for corporate communication purposes. This descriptive research shows that they are utilizing Facebook, LinkedIn and YouTube, among others, to communicate commercial information and to promote their business. Moreover, they are using Instagram and Twitter to raise awareness about their CSR initiatives. In conclusion, this chapter implies that marketers need to carefully coordinate the use of different digital tools to ensure that they reach their target audiences in an effective manner.

Details

Strategic Corporate Communication in the Digital Age
Type: Book
ISBN: 978-1-80071-264-5

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Book part

George Papageorgiou, Simona Mihai-Yiannaki, Myria Ioannou, Despina Varnava-Marouchou and Stelios Marneros

Entrepreneurship education should catch up with the current developments in today’s digitally interconnected and virtual world. As all forms of conducting business become

Abstract

Entrepreneurship education should catch up with the current developments in today’s digitally interconnected and virtual world. As all forms of conducting business become digital, essentially entrepreneurship needs a new digital competence-based learning approach. This chapter proposes a Digital Communications competency profile that every modern entrepreneur should possess. The proposed profile incorporates digital marketing (DM) as it recognises the need for major changes in entrepreneurship educational programmes. The proposal is based on an extensive literature review, which reveals that future demand for competencies goes beyond basic traditional entrepreneurship skills to include digital communication. It is shown that future entrepreneurs should possess advanced communication skills, in DM, which includes social media marketing, digital marketing strategies, search engine optimisation, content marketing and E-mail marketing. These competencies would facilitate customer involvement and open innovation. As a result, via the process of co-creation creative ideas can be transformed into successful products and services. The modern entrepreneurship profile underlines the paramount role of digital communications skills, which should be incorporated in entrepreneurship educational programmes.

Details

Universities and Entrepreneurship: Meeting the Educational and Social Challenges
Type: Book
ISBN: 978-1-83982-074-8

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Article

Heikki Karjaluoto, Nora Mustonen and Pauliina Ulkuniemi

The purpose of this research is to investigate industrial marketing communications tools and the role of digital channels. The research draws from the literature on…

Abstract

Purpose

The purpose of this research is to investigate industrial marketing communications tools and the role of digital channels. The research draws from the literature on industrial marketing communications to examine its goals and intended utilization in industrial firms.

Design/methodology/approach

An empirical multiple case study conducted among six industrial firms examines the current state of digital marketing communications (DMC).

Findings

The study gleans three research insights. First, although DMC is one of the most important industrial marketing communication tools, firms have not yet used it to its full potential. Second, firms use DMC to enhance customer relationship communications, support sales and create awareness. Third, firms have not used social media tools as a part of DMC as widely as traditional digital tools.

Research limitations/implications

Although the findings mirror those in DMC literature in general and industrial marketing communications in particular, they put more emphasis on the role of DMC in customer relationship communications and sales support.

Practical implications

DMC provides an opportunity to deliver various marketing objectives, such as creating brand awareness, increasing and supporting sales and improving communication with existing customers. Different DMC tools are required for each of these objectives.

Originality/value

This study is among the first ones examining the rapidly changing communications landscape and the spread of digital channels in industrial marketing communication.

Details

Journal of Business & Industrial Marketing, vol. 30 no. 6
Type: Research Article
ISSN: 0885-8624

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Book part

Tracey Bowen and Antoine Pennaforte

Social media, network capabilities, and digital communication technologies are changing the nature of work for individuals in WIL programs; further challenging the…

Abstract

Social media, network capabilities, and digital communication technologies are changing the nature of work for individuals in WIL programs; further challenging the connections between industries and universities in their efforts to ensure individuals are work ready. However, digital technologies have provided new resources to help individuals socialize into the workplace and develop new skills for meeting the challenges of the information age that will also impact on how they get a job, and then do that job. The current literature on WIL, organizational behavior, and remote working, provides a theoretical framework for identifying the key points on the transitions experienced by individuals through WIL using the prism of social media, digital technologies, and the changes in work culture through remote working. Key issues in relation to transition are illustrated using two examples: one French and the other Canadian. The French study examines the effects of social media and digital technologies on individuals in WIL programs in relation to developing work readiness skills and communicating with supervisors and coworkers. The Canadian example examines the challenges internship students face when their workplace is predicated on remote working. The impact of social media, digital and communication technologies present new challenges for fulfilling the objectives of WIL programs and ensuring students are ready for work now and in the future.

Details

Work-Integrated Learning in the 21st Century
Type: Book
ISBN: 978-1-78714-859-8

Keywords

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