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Article
Publication date: 7 November 2018

Eleonora Pantano, Simona Giglio and Charles Dennis

Consumers online interactions, posts, rating and ranking, reviews of products/attractions/restaurants and so on lead to a massive amount of data that marketers might…

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3014

Abstract

Purpose

Consumers online interactions, posts, rating and ranking, reviews of products/attractions/restaurants and so on lead to a massive amount of data that marketers might access to improve the decision-making process, by impacting the competitive and marketing intelligence. The purpose of this paper is to develop understanding of consumers online-generated contents in terms of positive or negative comments to increase marketing intelligence.

Design/methodology/approach

The research focuses on the collection of 9,652 tweets referring to three fast fashion retailers of different sizes operating in the UK market, which have been shared among consumers and between consumer and firm, and subsequently evaluated through a sentiment analysis based on machine learning.

Findings

Findings provide the comparison and contrast of consumers’ response toward the different retailers, while providing useful guidelines to systematically making sense of consumers’ tweets and enhancing marketing intelligence.

Practical implications

The research provides an effective and systemic approach to accessing the rich data set on consumers’ experiences based the massive number of contents that consumers generate and share online and investigating this massive amount of data to achieve insights able to impact on retailers’ marketing intelligence.

Originality/value

To best of the authors’ knowledge, while other authors tried to identify the effect of positive or negative online comments/posts/reviews, the present study is the first one to show how to systematically detect the positive or negative sentiments of shared tweets for improving the marketing intelligence of fast fashion retailers.

Details

International Journal of Retail & Distribution Management, vol. 47 no. 9
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 31 July 2018

Eleonora Pantano and Alessandro Gandini

The purpose of this paper is to devise a comprehensive framework of the emergent shopping experience as the result of the combination of store access and the use of…

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2549

Abstract

Purpose

The purpose of this paper is to devise a comprehensive framework of the emergent shopping experience as the result of the combination of store access and the use of communication technologies, particularly social media.

Design/methodology/approach

The paper builds on a set of 20 semi-structured interviews to London-based young consumers aged 18-23 and adopts an exploratory approach aimed at understanding the broad relationship between retailing and social media use.

Findings

The findings highlight how an intensive use of social media and digital communication technologies emerges as an integral part of the shopping experience inside and outside the store.

Research limitations/implications

Drawing upon the notion of the “experience economy,” scholars and practitioners are actually pushed to reconsider the role of traditional shopping as in-store experience that is evolving fast as an effect of the continuous progress into communication technologies. This concept contributes to knowledge development by linking research in retail with work in the area of consumer culture.

Practical implications

Marketers and retailers should consider that the shopping experience is no longer limited to the physical point of sale. This means that retailers should be able to provide a shopping experience that is natively networked.

Originality/value

The authors identify the emerging “networked experience” of shopping, which derives from the consumers’ widespread usage of new communication technologies to collect information, their willingness to share part of this information with others, while creating new digitally mediated relationships with retailers.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 7
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 4 April 2019

Eleonora Pantano, Constantinos Vasilios Priporas and Pantea Foroudi

Research into the introduction of innovative technologies directly at the storefront window is limited. The purpose of this paper is to model the behavioural attitudes and…

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1038

Abstract

Purpose

Research into the introduction of innovative technologies directly at the storefront window is limited. The purpose of this paper is to model the behavioural attitudes and the subsequent benefits of, introducing innovative technologies to the storefront, while also considering the role of personal innovativeness in the decision process.

Design/methodology/approach

This study employed a sample of 341 consumers who approached this new kind of storefront in two well-known apparel stores in the centre of New York City. A self-administered questionnaire was used as a tool for data collection.

Findings

Findings empirically demonstrate that when consumers sense that there are innovative interactive technologies in the storefront windows, they are willing to enter the store, generate positive word-of-mouth communication (sharing the positive experience with friends).

Originality/value

This study is the first to investigate the combination of consumer innovativeness and storefront window on the behavioural attitude, supported with quantitative evidence.

Details

International Journal of Retail & Distribution Management, vol. 47 no. 2
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 11 March 2019

Eleonora Pantano, Constantinos-Vasilios Priporas and Giuseppe Migliano

Due to the emergent use of social media for marketing purposes, and the limited number of studies focusing on the use of social media by firms, the purpose of this paper…

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3172

Abstract

Purpose

Due to the emergent use of social media for marketing purposes, and the limited number of studies focusing on the use of social media by firms, the purpose of this paper is to explore the inclusion of social networks in the traditional marketing mix models.

Design/methodology/approach

A sample of 20 small and large Italian liquor producers was used, and their Facebook profiles were content analyzed.

Findings

The results provide evidence about the emerging shift from the use of social media for communication purposes through static advertising (characterized by pictures and slogans), to its use as an interactive channel that can influence consumers’ purchasing behaviour through multimedia tools (i.e. games and interactive applications able to solicit users’ interest), by emphasizing the extent to which a higher level of participation by a firm involves a higher level of consumer interaction. The findings also suggest that the firm’s participation should be considered as a new element of the traditional marketing mix model and as an additional tool for efficient market sizing and sensing.

Originality/value

The study offers findings on actual usage of Facebook as part of marketing mix strategies based on large and small enterprises operating in the food and beverage sector, where a dearth of studies is observed. The study enhances and advances the social media and marketing literatures.

Details

European Business Review, vol. 31 no. 2
Type: Research Article
ISSN: 0955-534X

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Article
Publication date: 20 March 2018

Eleonora Pantano, Constantinos Vasilios Priporas and Charles Dennis

This study develops the idea of smart retailing, exemplified in innovative, technology-enriched retail services as part of service-oriented strategies. In particular, the…

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4339

Abstract

Purpose

This study develops the idea of smart retailing, exemplified in innovative, technology-enriched retail services as part of service-oriented strategies. In particular, the purpose of this paper is to provide a new integrated framework to understand the emerging retail scenario based on the smart usage of technologies to improve retail service and develop innovation management strategies. This framework will provide a comprehensive understanding the basic forms of smart retailing as the current competitive scenario.

Design/methodology/approach

As a viewpoint, this paper employs an interdisciplinary approach, drawing upon the actual challenges in retailing, to propose a new perspective, the smart retailing one, to describe the new competitive scenario and formulates an emerging research agenda.

Findings

The present paper contributes to research on innovation and technology management for retailing by examining the key dimensions of smart retailing, which aims to enhancing retail service quality and retailers’ performance.

Originality/value

The paper clearly explains how current retailing is moving to a smart perspective, and how retail management should be adapted to successfully perform in the current service-dominant logic scenario, as consequence of the increasing consumer involvement in service co-production and the rapid growth of digital technologies.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 3
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 3 February 2020

Rosanna Passavanti, Eleonora Pantano, Constantinos Vasilios Priporas and Saverino Verteramo

The purpose of this paper is to explore the extent to which luxury brand retailers use new technologies as a tool for corporate marketing communication.

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1510

Abstract

Purpose

The purpose of this paper is to explore the extent to which luxury brand retailers use new technologies as a tool for corporate marketing communication.

Design/methodology/approach

The authors used a multiple-case study approach consisting of five information-rich cases, with the similar characteristics of large firms selling luxury brands which are aware of the importance of innovation. In each company, the authors interviewed the key person in charge of marketing innovation strategies and collected data from annual reports, press releases and direct observation of all the new technology categories used.

Findings

The findings of this paper reveal that this sector is considerably aware of the benefits of using new media as a marketing communication tool, while the effective use of these new media is still limited.

Research limitations/implications

This paper provides an empirical contribution to the emerging topic of innovation and technology management in retailing, with the emphasis being placed on the luxury sector through an in-depth investigation of the usage of new technologies by the firms studied.

Originality/value

This paper is the first one investigating thoroughly the luxury sector usage of new technologies to improve corporate marketing communication.

Details

Qualitative Market Research: An International Journal, vol. 23 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

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Article
Publication date: 6 March 2017

Savvas Papagiannidis, Eleonora Pantano, Eric W.K. See-To, Charles Dennis and Michael Bourlakis

The purpose of this paper is to examine the determinants of users’ simulated experience in a virtual store and to show the subsequent impact of that experience on…

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7762

Abstract

Purpose

The purpose of this paper is to examine the determinants of users’ simulated experience in a virtual store and to show the subsequent impact of that experience on engagement. The outcome of that engagement is examined in relation to enjoyment, satisfaction and purchase intentions.

Design/methodology/approach

The method comprised an experiment comparing users’ perceptions of a standard 2D online clothing store with an enhanced, immersive one that aimed to provide shopping value approaching that of a traditional store by using a 3D experience where participants wore special glasses and a data glove.

Findings

Results demonstrate the major role of telepresence components in simulated experience and the critical role of that experience, along with hedonic and utilitarian values, in engagement. Purchase intention is influenced by satisfaction, which is in turn influenced by enjoyment and engagement. Engagement in turn is influenced by utilitarian and hedonic value and the experience of product simulation or telepresence, which is composed of control, colour and graphics vividness, and 3D authenticity. In the immersive, 3D environment, experience is more associated with engagement and enjoyment, leading to greater purchase intention. The immersive, 3D environment, thus, has the potential to rival traditional shopping in terms of experience, resulting in higher sales for retailers and satisfaction for consumers.

Originality/value

This work has evaluated a robust model of purchase intention and demonstrated it to hold not only in a 3D environment on a conventional computer platform, but also in an immersive one, where participants wear special glasses and a data glove.

Details

Information Technology & People, vol. 30 no. 1
Type: Research Article
ISSN: 0959-3845

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Article
Publication date: 28 August 2021

Eleonora Pantano and Dimitrios Stylidis

Patenting behaviour in the tourism sector has received little academic attention due to a wider belief that innovation in tourism commonly involves improving the services…

Abstract

Purpose

Patenting behaviour in the tourism sector has received little academic attention due to a wider belief that innovation in tourism commonly involves improving the services in ways that are hardly patentable. This paper aims to address this oversight by focusing on patent analysis as means to evaluate the innovation trends in tourism.

Design/methodology/approach

Building on an analysis of historical series of patents worldwide from 1996 to 2016, this paper explores the trends in the tourism sector by focusing on audio-visual technologies. The study used an evaluation of the 8,785 emerging patents, in terms of co-occurrences, applying hierarchical cluster analysis, factor analysis and multidimensional scaling.

Findings

The findings suggest that there is a gradually increasing interest in innovation in tourism, which is growing faster than most of the other sectors explored here such as transportation and pharmaceuticals. The outputs also reveal the inventive effort of tourism industry in new technologies for developing utility models for tourists.

Originality/value

The study contributes to tourism theory and practice by offering an overview of current/future applications of new technologies in tourism along with future trends, and mapping the main areas that these technologies might affect.

论新科技和旅游业的创新:音频-视频专利科技的实证

研究目的

因为旅游业创新常常涉及到服务, 被认为很难专利, 所以旅游业中的专利行为获得很少的科研关注。本论文旨在专注在专利分析来评估旅游的创新趋势。

研究设计/方法/途径

研究样本数据为1996年至2016年的全世界专利信息, 本论文主要集中研究音频-视频科技的探索旅游业的趋势。本论文分析了8785份专利, 分析方法包括共现、层次聚类、因子分析、以及多维标度。

研究结果

研究结果表明, 旅游业中对创新的关注越来越强, 相较于其他行业, 比如交通和制药业。研究结果还表明旅游业中对新科技的奖励力度有利于开发为游客的新模型。

研究原创性/价值

本论文对旅游理论和实践都有贡献, 对旅游业新科技的现行/未来的应用, 以及旅游业的未来趋势, 以及映射这些科技主要影响的领域, 都有全面的审阅。

Details

Journal of Hospitality and Tourism Technology, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1757-9880

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Article
Publication date: 17 November 2020

Eleonora Pantano, Gabriele Pizzi and Andrew Rogers

Retail management has acquired the attention of scholars and practitioners, with many international and prestigious journals specifically relating to the topic. Also…

Abstract

Purpose

Retail management has acquired the attention of scholars and practitioners, with many international and prestigious journals specifically relating to the topic. Also, top-tier journals in other disciplines have proposed special issues on the new advances in retailing, with emphasis on the role of new and smart technologies. On the one hand, the research in retailing seems to be prolific; on the other hand, the interest in retail education (from a research and university perspective) seems to be more limited. The purpose of this paper is to capture the (mis)match between the leading universities' offerings and job demand in the UK. In this way, the paper identifies opportunities for educators and researchers to educate future career-ready professionals in retailing and improve research in retail education.

Design/methodology/approach

The research evaluates the offer of UK retail education in terms of programmes/courses, focusing on the Russell Group universities for the academic year 2020/2021 (September starts) and the demand of certain skills and competences by the largest retailers in the UK. The study utilizes secondary data based on the courses/programmes specifically related to the retail sector and on the job opportunities through the leading UK grocery retailers.

Findings

The findings reveal the extent of the gap between the university educational offerings and the requirements from retailers.

Originality/value

To the best of authors’ knowledge, this paper is the first attempt to capture and compare multiple evidence bases related to academic curriculums and employers' requirements for specific retail competencies.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 3
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 12 June 2019

Virginia Vannucci and Eleonora Pantano

Prior research highlights the extent to which consumers largely appreciate the possibility to choose among different digital touchpoints during the in-store experience…

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1937

Abstract

Purpose

Prior research highlights the extent to which consumers largely appreciate the possibility to choose among different digital touchpoints during the in-store experience, which results in a pervasive introduction of digital touchpoints as the first point of contact between retailers and consumers. However, consumers also give value to the human interactions in the service channels. The previous studies do not conclusively indicate the best balance of digital and human services. The purpose of this paper is to understand consumer-facing in-store services in new technology-enriched retail settings.

Design/methodology/approach

A qualitative approach involving face-to-face semi structured interviews was applied. To this end, the authors recruited 26 participants in Northern Italy between October and November 2017.

Findings

Results reveal motivations, preferences and discouraging factors leading consumers’ interactions with digital or human touchpoints. Findings ultimately provide useful guidelines to managers on understanding consumers’ attitudes toward digital vs human touchpoints phenomenon.

Originality/value

By identifying the key drivers of either digital and human touchpoints selection in offline retail settings, the present study figured out the attributes playing the crucial role in determining consumers’ preference regarding the in-store alternatives. Findings allow a further greater clarification of the practical issues, with emphasis on the new of human–machine integration.

Details

Information Technology & People, vol. 33 no. 1
Type: Research Article
ISSN: 0959-3845

Keywords

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