Search results

21 – 30 of 67
Article
Publication date: 16 November 2015

Heini Maarit Taiminen and Heikki Karjaluoto

The purpose of this paper is to provide insights into the utilization and goals of digital marketing, and examines factors that influence the adoption and use of digital marketing…

33473

Abstract

Purpose

The purpose of this paper is to provide insights into the utilization and goals of digital marketing, and examines factors that influence the adoption and use of digital marketing channels in SMEs.

Design/methodology/approach

The data comprises semi-structured theme interviews in SMEs among 16 managers and 421 survey respondents in Central Finland.

Findings

The results of this study reveal that SMEs seem not use the full potential of the new digital tools, and so are not deriving benefit from the opportunities they provide. Furthermore, the results also raise the question of whether SMEs have understood the fundamental change in the nature of communication brought about by digitization.

Research limitations/implications

The data comes from one region and thus the research context limits the generalizability of the results.

Practical implications

SMEs seem not to be keeping pace with digital developments, mostly due to the lack of knowledge of digital marketing. Most of the studied SMEs do not apply the full potential of the new digital tools and hence are not benefitting fully from them.

Social implications

Discussions on the future regional development of SMEs have called for training programmes to help SMEs exploit digitization. This is something that the government should take note of.

Originality/value

Whereas the adoption process of new technologies such as IT in general and the internet in particular have been examined in the SME literature, this is among the first studies examining adoption and usage of digital tools from the marketing perspective.

Details

Journal of Small Business and Enterprise Development, vol. 22 no. 4
Type: Research Article
ISSN: 1462-6004

Keywords

Article
Publication date: 6 July 2015

Heini Sisko Maarit Lipiäinen and Heikki Karjaluoto

The purpose of this paper is to describe the overall branding logic of an international industrial company operating in the renewable energy industry and to respond to calls for…

8869

Abstract

Purpose

The purpose of this paper is to describe the overall branding logic of an international industrial company operating in the renewable energy industry and to respond to calls for empirical research on how to build a business-to-business (B2B) brand in the digital age and how digital media can be used for branding. A digital branding model is also developed.

Design/methodology/approach

A single case study of a company at the forefront of digital media usage is used to develop the model. The main data come from semi-structured theme interviews and from content analysis of the channels used to create a brand on the Internet.

Findings

In the digital age, firms seem to benefit from having a strong market orientation and a holistic branding approach with robust integration of their different functions. Branding in the digital age not only requires strong internal communication and consistent external communication, but also positioning of the brand in topical conversations. For an industrial organization, becoming an opinion leader is a strategy well-suited to branding and can be supported by creating relevant content subsequently delivered through various social media channels.

Research limitations/implications

The results of this study are based on a single case study and hence are not generalizable.

Originality/value

This study is among the first to respond to the calls for empirical research on industrial brand management in the digital age and contributes to the emerging B2B branding and branding on digital age literature.

Details

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

Keywords

Content available
Article
Publication date: 27 July 2010

Heikki Karjaluoto

519

Abstract

Details

International Journal of Bank Marketing, vol. 28 no. 5
Type: Research Article
ISSN: 0265-2323

Article
Publication date: 3 April 2009

Chanaka Jayawardhena, Andreas Kuckertz, Heikki Karjaluoto and Teemu Kautonen

This paper's aim is to develop a conceptual model to examine the influence of four antecedent factors (personal trust, institutional trust, perceived control and experience) on…

6630

Abstract

Purpose

This paper's aim is to develop a conceptual model to examine the influence of four antecedent factors (personal trust, institutional trust, perceived control and experience) on consumers' willingness to participate in permission‐based mobile marketing. The model is to be tested empirically across three European countries and gender.

Design/methodology/approach

Data are collected from surveys of consumers in Finland, Germany and the UK. The partial least squares (PLS) approach is utilised to test the model fit.

Findings

The main factor affecting the consumers' decision to participate in mobile marketing is institutional trust, which is a significant factor in all three countries and across gender. The influence of other antecedent factors are less pronounced. On the whole, it is found that the more experienced consumers become with mobile marketing, the less influence perceived control will have on permission. There are notable variations across gender, with perceived control being an important determinant of permission for men, while it is not so for women.

Research implications/limitations

The results indicate the relative importance of four antecedents in the likelihood of consumers giving their permission to companies to send mobile marketing messages.

Practical implications

As institutional trust is the most important determinant of permission based mobile marketing, mobile marketers should focus on building a strong and positive media presence and image, and thereby influence consumers' likelihood of giving permission to mobile‐based marketing.

Originality/value

This is the first international empirical investigation of the different antecedents of permission‐based mobile marketing.

Details

European Journal of Marketing, vol. 43 no. 3/4
Type: Research Article
ISSN: 0309-0566

Keywords

Book part
Publication date: 14 October 2019

Dandison C. Ukpabi, Bilal Aslam and Heikki Karjaluoto

Purpose: The information-intensive nature of the tourism and hospitality industry requires regular communication between firms and customers. Yet, customer service personnel’s…

Abstract

Purpose: The information-intensive nature of the tourism and hospitality industry requires regular communication between firms and customers. Yet, customer service personnel’s high contact levels with customers often lead to customer dissatisfaction arising from embarrassment in emotion-inducing service encounters. Accordingly, such companies have been seeking a cost-effective means of maintaining consistency in customer contact. Thus, it seems that the future of chatbots is here.

Design/methodology/approach: This chapter examines chatbots in two ways: the technical composition and its adoption by tourism firms. The technical perspective is represented by a diagram which espouses the functioning of chatbots from inputs query to output reply. On its adoption by tourism firms, two main organizational theories were proposed.

Findings: While chatbots are diffusing rapidly in other areas, their use in the tourism and hospitality industry remains low. We have examined the role of chatbots in various areas of the tourism and hospitality industry and highlighted the barriers to their successful adoption. By applying a conceptual and theoretical approach, our study used a hybrid of institutional theory and organizational learning theory and diagrammatically espouses how the integration of these theories can aid subsequent studies to understand the environmental and organization-specific factors influencing chatbots adoption.

Research limitations/implications: This study is conceptual, consequently, we recommend future studies to empirical test and validate our proposed conceptual framework.

Originality/value: This study is one of the earliest studies that advances firm-level adoption of chatbots by integrating two key organizational theories.

Details

Robots, Artificial Intelligence, and Service Automation in Travel, Tourism and Hospitality
Type: Book
ISBN: 978-1-78756-688-0

Keywords

Content available
Article
Publication date: 13 November 2009

Heikki Karjaluoto

557

Abstract

Details

Journal of Systems and Information Technology, vol. 11 no. 4
Type: Research Article
ISSN: 1328-7265

Article
Publication date: 1 November 2002

Heikki Karjaluoto, Minna Mattila and Tapio Pento

The study explored the effect of different factors affecting attitude formation towards Internet banking (online banking) in Finland. The purpose of this paper is to determine…

16070

Abstract

The study explored the effect of different factors affecting attitude formation towards Internet banking (online banking) in Finland. The purpose of this paper is to determine those factors that influence the formation of attitude towards Internet banking on the one hand, and their relation to the use of online banking services, on the other. To attain these, a large survey (1,167 responses) was carried out during the summer of 2000 in Finland. Attitude formation was studied by the use of a structural equation model. The results are expected to provide both theoretical and practical contributions in the area of electronic retail banking and understanding of consumer behaviour in the turbulent financial services industry.

Details

International Journal of Bank Marketing, vol. 20 no. 6
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 1 April 2006

Kari Pikkarainen, Tero Pikkarainen, Heikki Karjaluoto and Seppo Pahnila

Although research into the adoption and use of online banking services has grown in many parts of the world, the centre of attention has been largely on determinants of online…

6501

Abstract

Purpose

Although research into the adoption and use of online banking services has grown in many parts of the world, the centre of attention has been largely on determinants of online banking adoption, not on users' satisfaction with use. This paper aims to test and validate the End‐User Computing Satisfaction (EUCS) model in order to investigate online banking users' satisfaction with the service.

Design/methodology/approach

A survey (n=268) was carried out using convenience sampling. An exploratory factor analysis followed by a confirmatory factor analysis run in LISREL 8.7 is used to test the validity of the model in an online banking context.

Findings

The survey results support three constructs (content, ease of use, accuracy) from the original model, indicating that the modified EUCS model labelled EUCS2 can be utilized in analyzing user satisfaction with online banking among private customers.

Research limitations/implications

The obtained model suffered from two cross‐loadings between individual items. Another limitation concerns the sample obtained. Therefore, future studies should test the model with larger samples to verify the model in this context.

Practical implications

Findings of the study indicate that banks could improve end‐user computing satisfaction with online banking by concentrating on the three constructs obtained from the analyses. Moreover, the results indicate that banks can increase satisfaction of online banking services by personalising the service, allowing easier and more convenient use experience.

Originality/value

The paper makes a significant contribution by testing and modifying the EUCS model in the online banking context.

Details

International Journal of Bank Marketing, vol. 24 no. 3
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 27 July 2010

Pedro Cruz, Lineu Barretto Filgueiras Neto, Pablo Muñoz‐Gallego and Tommi Laukkanen

The aim of this paper is to investigate the perceived obstacles to the adoption of mobile banking services among Brazilian internet users and search for patterns according to…

8258

Abstract

Purpose

The aim of this paper is to investigate the perceived obstacles to the adoption of mobile banking services among Brazilian internet users and search for patterns according to socio‐demographics variables.

Design/methodology/approach

Data were collected through an online survey involving the internet banking customers of a major Brazilian bank. A total of 3,585 usable cases were collected from customers who do not use any kind of mobile devices (cell phones, PDAs or Smartphones) to access electronic banking services. The main reasons for rejecting the service were explored using multidimensional scaling, while chi‐square tests were used to assess differences between socio‐demographic variables.

Findings

The results indicate that the majority of respondents do not use any kind of mobile banking service. Perception of cost, risk, low perceived relative advantage and complexity were revealed to be the main reasons behind the reluctance to use the service. The influence of other background factors is less evident.

Practical implications

The research has practical implications, as it suggests guidance strategies and presents directions for service enhancement as a key to overcoming the perceived obstacles to m‐banking adoption.

Originality/value

This is the first empirical research exploring mobile banking resistance factors in Brazil.

Details

International Journal of Bank Marketing, vol. 28 no. 5
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 11 May 2015

Jaakko Sinisalo, Heikki Karjaluoto and Saila Saraniemi

– The purpose of this paper is to examine the barriers associated with the adoption and use of mobile sales force automation (SFA) systems from a salesperson’s perspective.

1007

Abstract

Purpose

The purpose of this paper is to examine the barriers associated with the adoption and use of mobile sales force automation (SFA) systems from a salesperson’s perspective.

Design/methodology/approach

A qualitative investigation of two business-to-business companies was conducted. Data collected from ten semi-structured interviews with directors or sales managers were analyzed to understand the main barriers to SFA system adoption.

Findings

The study confirms the existence of three barriers (customer knowledge, quality of information and the characteristics of mobile devices) to a mobile SFA system use and identifies two additional barriers: lack of time and optimization issues.

Research limitations/implications

The explorative nature of the study and the qualitative method employed limit the generalizability of the results. The propositions could be further validated and tested with a wider population.

Practical implications

Organizations wishing to speed the adoption of a mobile SFA system should evaluate the importance and significance of the five identified barriers to adoption, and plan how to overcome them. It is important for the providers of the mobile SFA systems to focus on developing systems that can exploit the different characteristics of each channel and, in parallel, overcome the inherent limitations of any single channel. The content of an SFA system should be customizable for each type of mobile device.

Originality/value

Ever increasing mobility has led to a rise in the use of smartphones and tablet PCs (tablets) in business and the consequent growth in the use of SFA systems. Although SFA systems have been studied for roughly 30 years, little is known of the impact of newly developed mobile devices on sales management and sales personnel.

Details

Journal of Systems and Information Technology, vol. 17 no. 2
Type: Research Article
ISSN: 1328-7265

Keywords

21 – 30 of 67