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Open Access
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. However…

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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

Article
Publication date: 3 January 2023

Amiri Mdoe Amiri, Bijay Prasad Kushwaha and Rajkumar Singh

The purpose of this research is to undertake a bibliometric analysis of digital marketing research in small and medium enterprises (SMEs). The study examines papers over the last…

3067

Abstract

Purpose

The purpose of this research is to undertake a bibliometric analysis of digital marketing research in small and medium enterprises (SMEs). The study examines papers over the last two decades and performed performance analysis, co-citation analysis, bibliographic coupling and scientific mapping.

Design/methodology/approach

The study examines 247 documents retrieved from the Scopus database using bibliometric analysis, performance analysis and thematic clustering. The study looked at the scientific productivity of papers, prolific authors, most influencing papers, institutions and nations, keyword co-occurrence, thematic mapping, co-citations and authorship and country collaborations. VOSviewer was employed as a tool in the research to conduct the performance analysis and thematic clustering.

Findings

The most productive year was 2021 with 56 publications and the most impactful institute and countries are the University of Birmingham, UK, and the country is United Kingdom, respectively. Similarly, the most influential journal is “Industrial Marketing Management”, and the most productive journal is “International Journal of Internet Marketing and Advertising”. Furthermore, the most cited article is “Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands”. The authors also identified five thematic clusters of digital marketing research in SMEs.

Research limitations/implications

It informs and directs researchers on the current state of study in the field of digital marketing literature in SMEs. It also outlines future research directions in this field.

Originality/value

This is the first study which provides the performance analysis and scientific mapping of the digital marketing literature in SMEs.

Details

Journal of Small Business and Enterprise Development, vol. 30 no. 3
Type: Research Article
ISSN: 1462-6004

Keywords

Content available
Article
Publication date: 27 July 2012

Andrea J.S. Stanaland

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Abstract

Details

Journal of Consumer Marketing, vol. 29 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

Book part
Publication date: 27 August 2014

Suresh C. Sood and Hugh M. Pattinson

This chapter covers a diverse range of alternative methods for capturing deep major account insights online. Increasingly in the twenty first century, B2B decision-makers remain…

Abstract

This chapter covers a diverse range of alternative methods for capturing deep major account insights online. Increasingly in the twenty first century, B2B decision-makers remain abreast of industry innovations and product information through participation in online communities. Through using social mobile technologies businesses exchange product and service experiences online amongst peers not just vendor organisations. A key aspect of this chapter shares rationale for selection of a marketing versus research community, community objectives, online techniques to gain major account insights using big data, resourcing, integration with existing marketing systems and budgeting for ongoing maintenance of marketing communities supporting B2B sales and marketing initiatives. This chapter focuses on the emerging area of B2B sales activities for creation and management of online communities for Major Account management of energy supply customers. A case-based research strategy specifically honed towards sensemaking of major account activities through using B2B online communities in conjunction with emerging research methods is outlined and critiqued.

Details

Field Guide to Case Study Research in Business-to-business Marketing and Purchasing
Type: Book
ISBN: 978-1-78441-080-3

Keywords

Article
Publication date: 9 October 2023

Javaid Ahmad Wani

This study aims to analyse and understand the current state of research in the field of digital marketing in “library and information science”.

Abstract

Purpose

This study aims to analyse and understand the current state of research in the field of digital marketing in “library and information science”.

Design/methodology/approach

This study used a “bibliometric research design.” A lexical title search was used to obtain the required data set for executing this study, and a comprehensive “indexing and abstracting” database, Web of Science, was used as a data harvesting source. Louvain’s clustering algorithm was used for network metrics.

Findings

The findings revealed that research productivity and impact have grown considerably over time, indicating significant attention towards digital marketing research in library and information science (LIS). Moreover, the results showed that the overall author collaboration patterns were weak, hence creating room for development in the author’s collaboration patterns.

Practical implications

The current study could be very beneficial in providing a comprehensive and up-to-date overview of the “digital marketing” research field scholarly output in LIS, which can be used by researchers, practitioners and policymakers to guide their work and make informed decisions.

Originality/value

The originality of this bibliometric study lies in its comprehensive and up-to-date analysis of the current state of research in the field of “digital marketing” in LIS. This study provides a unique and in-depth understanding of the key authors, venues and papers in the field, as well as the trends and patterns in the research.

Details

Digital Library Perspectives, vol. 40 no. 1
Type: Research Article
ISSN: 2059-5816

Keywords

Book part
Publication date: 11 June 2021

Vanessa Ratten and Ashleigh-Jane Thompson

This chapter aims at bringing a sport-centric approach to the study of digital marketing. This is important as most of the existing research on digital marketing takes an…

Abstract

This chapter aims at bringing a sport-centric approach to the study of digital marketing. This is important as most of the existing research on digital marketing takes an industry-neutral perspective that generalises theory to all contexts. The sport industry has been a major recipient of digital marketing so it is important to recognise its impact on the evolution of digital marketing practices. To do so requires an analysis of what digital marketing is and how it has changed as a result of technological innovations. This enables a better understanding about the growth trajectory of digital sport marketing that integrates a sport-specific theory to digital marketing practices.

Case study
Publication date: 27 November 2023

Meenal Kaustubh Pendse and Shailesh Pandey

After completion of the case study, the students will be able to examine the service failures faced by Nykaa; propose a resolution to the service failures faced by Nykaa through…

Abstract

Learning outcomes

After completion of the case study, the students will be able to examine the service failures faced by Nykaa; propose a resolution to the service failures faced by Nykaa through service recovery strategies; analyse the service quality gaps faced by Nykaa and propose strategies to bridge the gaps; learn and comprehend more about business models in e-commerce; and evaluate the e-commerce business models for deciding the best fit for Nykaa.

Case overview/synopsis

“Nykaa” was the brainchild of Falguni Nayar, who was an IIM alumna and had worked with the Kotak Mahindra Group for nearly 20 years as a venture investor and merchant banker. After representing the group’s global operation in the UK and the USA, she became the head of the institutional equities division. In 2005, she was the Managing Director of Kotak Mahindra Bank’s project. Nayar had reached the pinnacle of her career, but something was troubling her. In 2012 when Nayar noticed anomalies in India’s beauty and personal care market, her goals were realised. Unlike in other nations such as Japan or France, the availability of beauty products in India was limited, despite significant demand, owing to product unavailability in many areas. Nayar founded “Nykaa”, an online portal for multi-beauty, personal care and well-being items that also later branched out into fashion. However, after 10 years of its establishment, Nykaa was facing challenges regarding services outages, casting doubts over Nykaa’s business model practiced by it for the past 10 years.

Complexity academic level

This case is intended for discussion in the undergraduate, postgraduate management courses and executive MBA courses with marketing specialisation, services marketing and strategic marketing.

Supplementary material

Teaching notes are available for educators only.

Subject code

CSS 11: Strategy

Details

Emerald Emerging Markets Case Studies, vol. 13 no. 4
Type: Case Study
ISSN: 2045-0621

Keywords

Case study
Publication date: 31 October 2019

Geoff Bick and Jeanné Odendaal

The learning outcomes are as follows: to understand how technology can be used to create innovative entrepreneurial opportunities; to develop analytical and critical thinking…

Abstract

Learning outcomes

The learning outcomes are as follows: to understand how technology can be used to create innovative entrepreneurial opportunities; to develop analytical and critical thinking skills to understand organisations, industries and their dynamics; to analyse strategic options for an entrepreneurial organisations and motivate a proposed strategic direction; and to assess the inter-functional requirements for an entrepreneurship to successfully implement a strategy.

Case overview/synopsis

UCOOK, a successful emerging economy SME, is confronted with the threat of retail giants (e.g. Checkers and Woolworths) entering the meal kit space. No longer the only “new kid on the block”, UCOOK has to consider a sustainable growth strategy to remain competitive. The case provides the reader with a snapshot of experiences of a meal kit entrepreneurial venture and what it entails for them to grow in the South African milieu. Principally, this case is designed to impart knowledge and stimulate a practical understanding of entrepreneurship and strategic decision-making in the meal kit industry. Additionally, the purpose is to serve as inspiration for business students to see the opportunities that lie within strategically astute emerging market ventures.

Complexity academic level

The primary target audience for this teaching case is postgraduate business students, especially students of entrepreneurship, strategy and e-commerce. This teaching case is intended to be used as case study in post graduate business programmes such as Master of Business Administration (MBA), a specialist Masters programme such as MM (Entrepreneurship), post-graduate diploma in management (PGDip), as well as selected executive education programmes.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS 3: Entrepreneurship.

Details

Emerald Emerging Markets Case Studies, vol. 9 no. 3
Type: Case Study
ISSN: 2045-0621

Keywords

Case study
Publication date: 13 December 2023

Shailavi Modi and Vedha Balaji

The case study has several objectives: to gauge the evaluation of the direct-to-consumer industry in the economy of India, to analyse the competition of the brands, to ascertain…

Abstract

Learning outcomes

The case study has several objectives: to gauge the evaluation of the direct-to-consumer industry in the economy of India, to analyse the competition of the brands, to ascertain the evolution of smaller direct-to-consumer (DTC) brands on the purchasing capacity of consumers, to analyse challenges in branding in Tier 2 and 3 cities and to evaluate the strategic branding decisions of Mamaearth.

Case overview/synopsis

During her pregnancy, Ghazal Alagh and her husband Varun Alagh, the co-founders of Mamaearth, were looking for some good and natural products for their baby’s skincare. However, she could not find products that were 100% safe. Hence, as a concerned mother, she started using a few hands-on home remedies for her baby, which were 100% organic, and then the idea clicked to her to start a baby care brand named Mamaearth, which later also included personal care products. The company started as a DTC/internet-first brand in 2016, which only used to sell products online without any intermediaries when it was still trying to make its way in the market and was aware of the stiff competition by giants such as Hindustan Unilever and Proctor & Gamble, who were ruling the market for decades. When the COVID-19 pandemic hit, the market saw a shift in consumer buying patterns. There was greater use of e-commerce touch points for shopping, as various digital platforms such as the official site of products, social media and mobile platforms were used by consumers during the pandemic, leading to digitalization in buying and digitalization of consumer shopping journey. These technology platforms were expected to play a substantial role in reaching and creating consumer awareness, transaction and retention post-COVID according to reports by Deloitte 2020. Moreover, such a shift in behaviour amidst the COVID-19 pandemic shot up sales of this DTC brand and made itself the big shot it is today, where they were looking to get into an initial public offering in just seven years of its launch. They re-evaluated their strategy, which helped them become the biggest brand in no time.

Complexity academic level

This case study is suitable for Doctor of Philosophy students.

Supplementary material

Teaching notes are available for educators only.

Subject code

CSS 8: Marketing.

Details

Emerald Emerging Markets Case Studies, vol. 13 no. 4
Type: Case Study
ISSN: 2045-0621

Keywords

Article
Publication date: 11 January 2019

Yousra Bakr, Ahmed Tolba and Hakim Meshreki

The study aims to identify and explore the antecedents to short message service (SMS) advertising acceptance as an effect to the entire process of communicating the SMS ad.

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Abstract

Purpose

The study aims to identify and explore the antecedents to short message service (SMS) advertising acceptance as an effect to the entire process of communicating the SMS ad.

Design/methodology/approach

The study follows a sequential mixed-methods approach, starting with qualitative interviews, to build the research model following the grounded theory approach and then a quantitative survey study to apply the model to two types of ads (discount and notification ads).

Findings

Perceived value, ad trust and channel acceptance are crucial to the attitude towards SMS ads. Relevance, content, brand equity and perceived usefulness are significant triggers to perceived value and trust, with an emphasis on importance of brand equity in trusting discount ads.

Practical/implications

Accurate targeting and personalisation are crucial to ensure that SMS ads are useful and relevant to recipients. SMS advertising is more effective when the recipients are already connected with the brand. Including the brand name as the sender increases both value and trust. Transparency and adequate information are important for gaining trust especially for discount ads.

Originality/value

The study proposes an integrative model for SMS advertising acceptance after a rigorous consideration of all elements in the process of communicating the SMS ad following the GTA. The study also highlights the differences between the acceptance models for discount and notification ads.

Details

Journal of Research in Interactive Marketing, vol. 13 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

21 – 30 of over 20000