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Social media (SM) platforms have become major sources for generating, sharing and gathering political and election news. Although there appears to be an assumption that reliance on SM for political news consumption will continue to gain in popularity, there are reasons to believe that many Americans are retreating from using SM for political news. The purpose of this study is to examine if Americans are reducing reliance on SM for political news and to analyze why retreat may be happening.

Using longitudinal panel data from Pew’s American Trends Panel study, the authors tracked 993 respondents from February of 2016 to November of 2019 to monitor their reliance on SM for political news leading up to the 2020 US presidential election.

The results of this study indicate that a sizeable percentage of people (about a third) are retreating from SM platforms for political news consumption and some are abandoning it altogether – people we refer to as new SM “nones.” The authors find that retreat from SM is associated with increased distrust of the information found on the platforms. Concerns about fake news, incivility on SM and information overload were unrelated to retreat from use of SM for political news consumption.

The findings of this study are novel and suggest that reliance on SM for political news by the public may have waxed, seen its zenith and may now be waning largely because of distrust in the information found on SM platforms.

Sponsorship as a marketing tool is developing and growing quicker than any other marketing discipline. Increased media opportunities, in particular the Internet and Digital TV and sponsorship's unique ability to transcend borders and cultures have greatly increased its standing. The Internet and the development of WAP phone technology will enable the vital link between desire and purchase among customers to be considerably strengthened. The new technology will also improve the ability to accurately measure the results of sponsorship in terms of increased sales.

The purpose of this paper is to take the results of two studies to hypothesize about practice and recommend research/debate on business leaders’ use and perceptions of social media. Data were considered under the umbrella of current senior management practice, with the purpose to make suggestions for better practice, but primarily to theorize about the probable evolution of social media value and credibility for executives.

The first study presents results from a qualitative content analysis of Fortune and Inc. 500 CEOs’ use of Twitter in terms of: activity and engagement; tweet subject matter; frequency of opinions expressed; and level of formality. The second considers the credibility of social media against traditional media and personal information sources within one quantitative survey.

Senior executives using social media (Twitter) tend to engage in one-sided conversations in a two-way medium. Further, most CEOs appear to be using more formal language than general Twitter users. These factors, combined with the low credibility and value of social media by senior managers, may indicate the best future hope for social media credibility with executives will be neutral.

In examining a combination of current literature and the data from these separate studies, the authors posit a number of underlying challenges in realizing the potential of the evolving social media environment that may deserve specific research.

Discussion touches on implications for future adoption of social media tools by business leaders, as well as one-way vs two-way communication tendencies. This paper proposes a starting-point for theory development regarding this significant emerging area of communication.

Communication strategy is a critical element of new product adoption. The decision to adopt a new product is determined by the success of a sequence of two stages: product awareness and product adoption. Previous studies have shown advertising to be the tool that works best during the first stage of introduction. However, the expansion of new media has facilitated the development and management of WOM campaigns. Recent research has called this strategy WOM marketing (WOMM). The aim of this paper is to determine which communication strategy is more appropriate at the early stages of the diffusion process.

Two between‐subject experimental designs were developed, one with university students and another with a more general population.

Contrary to assertions in previous literature, the results show that firms should start new product communication with WOMM and then continue it with advertising.

To the best of the authors' knowledge, this is one of the first studies to analyze whether WOM should be actively promoted by firms, or naturally promoted by customers after an advertising campaign. The research also contributes to the few experimental studies that have been conducted into new product diffusion.

Argues that the general area of commercial sponsorship activity, while attracting increasing interest from marketing practitioners as an important strategic option in marketing communications, has not been the subject of sufficiently rigorous and comprehensive investigation by theoreticians. States the purpose is to establish and consolidate the available body of knowledge combining an overview of the standard conceptual approaches to marketing communication with an examination of the recent academic research in sponsorship, while maintaining a focus on current marketplace practice. Argues for a coherent and structured approach to the management of sponsorship expenditure through the application of a ‘management by objectives’ approach. Parameters are established in terms of a working definition of sponsorship, a review of its commercial development and an overview of current activity. Develops a commercially ration framework within which sponsorship activity may be undertaken. Views objective‐setting as the cornerstone of sponsorship management and outlines a classification of sponsorship objectives that subsumes current practice clarifies the range of potential benefits. Examines the criteria that govern rational sponsorship selection and proposes an evaluation strategy based on stated criteria. Methods of evaluating effects of marketing communications (sponsorship particularly) are examined and new evaluation techniques are advanced to facilitate the implementation of this rigorous scientific approach.

The primary purpose of the current study was to examine how the presence of two digital ad features – an ad skip option and an ad time display, representing behavioral and cognitive control, respectively – might influence viewer response to in-stream video ads in terms of perceived control, reactance and advertising outcomes.

A 2 (Ad skip option: presence vs. absence) × 2 (Ad time display: presence vs absence) between-subjects experiment was conducted online with 217 participants recruited via Qualtrics.

The results of the online experiment show that the presence of the ad skip option and ad time display related to a higher level of perceived control, predicting lower ad intrusiveness and ad irritation and more favorable attitude toward the ad.

The findings confirm that an ad skip option and an ad time display could minimize negative responses to in-stream video ads by increasing perceived control and reducing viewer reactance.

The findings provide empirical evidence that multiple dimensions of control features (i.e. behavioral and cognitive) can increase perceived control and strengthen its impact on advertising outcomes.

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.

This paper aims to explore the digital economy in the fields of the most promising new technologies: information and communication technologies, biotechnology and nanotechnology. It highlights the convergence of nano-, bio-, info- and cognitive (NBIC) technologies by developing a model for the accurate evaluation of different types of options in the development process of convergent technologies.

The empirical research is based on theoretical analysis and case studies. The authors conducted six in-depth interviews. The study covered different research projects led by centres of excellence, competence centres and institutions that support the transfer of innovations in the economic and business environment.

The research findings prove that there is a convergence of NBIC technologies that can be observed and modelled. The created evolutionary model of NBIC convergence, also based on the theory of real options, allows a proper evaluation of the entire convergence process.

For enterprises and scientific research institutions, the NBIC model could represent the starting point for developing further concepts of investment evaluation. The model also considers the indicators of the innovation system, which, in addition to the marketing area, include regulatory challenges of companies (competition, copyrights, patents, taxation, etc.).

This paper enhances the understanding of new technologies in a digital economy. The purpose of this study is to clarify the principal factors for the effective observation and measurement of the convergence phenomenon. It also offers suggestions for improvement of the research and innovation system in the new economy.

Online B2B markets offer buyers a new source of information provided by social media signals about suppliers. These signals have not yet received much attention in the supplier selection literature. This study advances our understanding of how buyers respond to social media signals in the supplier selection process.

We develop a choice-based conjoint experimental design to isolate and manipulate two signals from social media: volume (the number of ratings) and valence (average evaluation of the ratings). We test how these signals are interpreted in the context of varying deal sizes and price points.

Both volume and valence are positively correlated with supplier selection. However, (1) the signals exhibit diminishing returns and (2) the efficacy of valence is interpreted in the context of volume. We also find that (3) there is no influence of the deal size and that (4) the relationships between signals and supplier selection are negatively moderated by deviations from the reference price.

Social media signals should be considered in supplier selection decisions as they convey valuable information to the buyer. However, signals go through a process of interpretation which has implications for buyers, suppliers, and owners of online B2B markets.

Our research opens new lines of inquiry in behavioural operations management research regarding the mechanisms by which buyers interpret social media signals and how these ultimately influence their choice.

The purpose of this study was to ascertain how real options investment perspective could be applied towards monetization of customer futures through the deployment of machine learning (ML) and artificial intelligence (AI)-based persuasive technologies.

The authors embarked on a theoretical treatise as advocated by scholars (Cornelissen, 2019; Barney, 2018; Cornelissen, 2017; Smithey Fulmer, 2012; Bacharach, 1989; Whetten, 1989; Weick,1989). Towards this end, theoretical argumentative logic was incrementally used to build an integrated perspective on the deployment of learning and AI-based persuasive technologies. This was carried out with strategic real options investment perspective to secure customer futures on m-commerce apps and e-commerce sites.

M-commerce apps and e-commerce sites have been deploying ML and AI-based tools (referred to as persuasive technologies), to nudge customers for increased and quicker purchase. The primary objective was to increase engagement time of customers (at an individual level), grow the number of customers (at market level) and increase firm revenue (at an organizational level). The deployment of any persuasive technology entailed increased investment (cash outflow) but was also expected to increase the level of revenue and margin (cash inflow). Given the dynamics of market and the emergent nature of persuasive technologies, ascertaining favourable cash flow was challenging. Real options strategy provided a robust theoretical perspective to time the persuasive technology-related investment in stages. This helped managers to be on time with loading customer purchase with increased temporal immediacy. A real options investment space involving six spaces has also been developed in this conceptual work. These were Never Invest, Immediately Investment, Present-day Investment Possibility, Possibly Invest Later, Invest Probably Later and Possibly Never Invest.

The foundations of this study domain encompassed work done by an eclectic mix of scholars like from technology management (Siggelkow and Terwiesch, 2019a; Porter and Heppelmann, 2014), real options (Trigeorgis and Reuer, 2017; Luehrman, 1998a, 1998b), marketing intelligence and planning (Appel et al., 2020; Thaichon et al., 2019; Thaichon et al., 2020; Ye et al., 2019) and strategy from a demand positioning school of thought (Adner and Zemsky, 2006).

The findings would help managers to comprehend what level of investments need to be done in a staggered manner. The phased way of investing towards the deployment of ML and AI-based persuasive technologies would enable better monetization of customer futures. This would aid marketing managers for increased customer engagement at the individual level, fast monetization of customer futures and increased number of customers and consumption on m-commerce apps and e-commerce sites.

This was one of the first studies to apply real options investment perspective towards the deployment of ML and AI-based persuasive technologies for monetizing customer futures.