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Article
Publication date: 25 September 2020

Kashef A. Majid

The cost of customer acquisition is one of the largest expenses that service firms incur due to loss-generating quotes/proposals. This paper aims to connect interactive

Abstract

Purpose

The cost of customer acquisition is one of the largest expenses that service firms incur due to loss-generating quotes/proposals. This paper aims to connect interactive marketing communications channels with increased customer acquisition and non-interactive marketing communications channels with decreased customer acquisition by service firms.

Design/methodology/approach

Two field studies using hazard models were used to assess the probability of acquiring a new customer after the prospect first contacts the firm. Multiple discrete hazard models were used to compare channels against each other.

Findings

Three interactive marketing communications channels (word-of-mouth, online review forum, search engine optimization) increased the rate of acquiring a customer over time. I also compared non-interactive channels (billboard/signage, direct mail), but the analysis did not reveal any significant impact on acquisition rate by the non-interactive marketing communications channels.

Originality/value

The present study illustrates why the cost of acquisition is so high in the service sector and takes the unique step of linking interactive marketing communications channels with higher customer acquisition rates over time in a services context. Specifically, interactive marketing channels enable customers to find firms that offer the attributes that they seek, thereby increasing acquisition probabilities and decreasing acquisition costs.

Details

Journal of Services Marketing, vol. 35 no. 3
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 7 April 2015

Britt Denise Lauritsen and Keith J. Perks

Corporations communicate CSR policies through a variety of methods, and the goal of the study is to explore young adult consumers’ communication preferences and the…

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4702

Abstract

Purpose

Corporations communicate CSR policies through a variety of methods, and the goal of the study is to explore young adult consumers’ communication preferences and the implications for managers to effectively communicate CSR to boost their corporate brand image and reputation. The paper aims to discuss these issues.

Design/methodology/approach

Set within the context of the UK supermarket industry, the study adopts a qualitative research approach and a purposeful sampling method, collecting data from 30 young adult consumers in the south-east of the UK. The data collection method used was online bulletin board focus groups, face-to-face focus groups, face-to-face interviews and an online questionnaire. Research propositions are developed, evaluated and synthesized into a conceptual framework.

Findings

The findings show that interactive CSR communication functions as an effective method of improving consumers’ emotional brand value, knowledge and memory of supermarket CSR. The findings have the potential to induce a more positive perception by young adults of supermarket CSR corporate brand image and reputation.

Research limitations/implications

The implications for theory development are in the under-researched area of interactive CSR communication.

Practical implications

The research provides practical strategic recommendations regarding effective communications to help guide managers in their planning and execution of their CSR endeavours.

Originality/value

The research provides new empirical insights into theory and knowledge of interactive CSR communication and how supermarkets can communicate CSR in a manner, which is appealing and engaging for young adult consumers, therefore more likely to strengthen their perception of a supermarket corporate brand image and reputation.

Details

Corporate Communications: An International Journal, vol. 20 no. 2
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 12 September 2016

Sanne Kruikemeier, Guda van Noort, Rens Vliegenthart and Claes H. de Vreese

The purpose of this paper is to examine the causal relationship between interactive and personal campaigning on social media and political involvement, and the mechanisms…

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1807

Abstract

Purpose

The purpose of this paper is to examine the causal relationship between interactive and personal campaigning on social media and political involvement, and the mechanisms that explain the effects. Specifically, this study examines whether personal and interactive communication on Twitter increases political involvement among citizens through social presence and perceived expertise.

Design/methodology/approach

An experimental design – a 2 (low vs high interactivity)×3 (depersonalized vs individualized vs privatized communication) between-subjects design – is used.

Findings

The findings show that interactive communication leads to a stronger sense of social presence and source expertise, which positively affect involvement. The effects of personal campaigning differ. Individualized communication positively affects involvement via source expertise. Interestingly, privatized communication positively affects involvement via social presence, but negatively via source expertise.

Originality/value

Although a growing body of work examines the political consequences of social media, there is still very little understanding why social media affect citizens. The current study fills this void by investigating how the use of social media affects political involvement among citizens.

Details

Online Information Review, vol. 40 no. 5
Type: Research Article
ISSN: 1468-4527

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Article
Publication date: 14 April 2020

Geumchan Hwang and Kyu-soo Chung

This study aims to examine how sport fans' intention to donate to college athletics differs by the type of communication and by the interactivity of communication when a…

Abstract

Purpose

This study aims to examine how sport fans' intention to donate to college athletics differs by the type of communication and by the interactivity of communication when a college athletic department uses a social cause for marketing.

Design/methodology/approach

To discover differences in donation intention, the study adopts a two (social media/newspaper) by two (interactive/non-interactive) factorial experiment in which the study's created scenario is randomly presented to subjects. Participating in the online survey are 184 collegiate sport fans at a university in the American Midwest. Collected data are analyzed on the analysis of variance.

Findings

Results show that fans demonstrating the highest donation intention are those in the group of fan-interactive marketing on social media. Those showing the lowest are in the group of non-interactive marketing on newspaper. Between marketing interactivity and marketing platform, no interaction effect is found.

Originality/value

The study tests the effectiveness of marketing communication in the context of collegiate sports and identifies the impact of social media on college sport fans' donation intention. For collegiate athletic administrators designing a cause-related marketing campaign, this study provides practical information on how to use social media in delivering fan-oriented activities.

Details

Sport, Business and Management: An International Journal, vol. 10 no. 2
Type: Research Article
ISSN: 2042-678X

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Book part
Publication date: 19 February 2021

Paul Capriotti, Ileana Zeler and Mark Anthony Camilleri

Web 2.0 and the social networks have changed how organizations interact with their publics. They enable organizations to engage in symmetric dialogic communications with…

Abstract

Web 2.0 and the social networks have changed how organizations interact with their publics. They enable organizations to engage in symmetric dialogic communications with individuals. Various organizations are increasingly ­using different social media to enhance their visibility and relationships with their publics. They allow them to disseminate information, to participate, listen and actively engage in online conversations with different stakeholders. Some social networks have become a key instrument for corporate communication. Therefore, this chapter presents a critical review on the organizations’ dialogic communications with the publics via social networks. It puts forward a conceptual framework that comprises five key dimensions including ­“active presence,” “interactive attitude,” “interactive resources,” “responsiveness” and “conversation.” This contribution examines each dimension and explains their effect on the organizations’ dialogic communication with the publics. Hence, this contribution has resulted in important implications for corporate communication practitioners as well as for academia. Moreover, it opens future research avenues to academia.

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Article
Publication date: 29 April 2021

Paul Capriotti, Ileana Zeler and Andrea Oliveira

This study aims to analyze whether companies from six Latin American countries are encouraging dialogic communication on Facebook.

Abstract

Purpose

This study aims to analyze whether companies from six Latin American countries are encouraging dialogic communication on Facebook.

Design/methodology/approach

To do so, the paper studied the level of predisposition for interaction and the type of interaction achieved by companies on Facebook to produce an effective dialogic communication exchange and to generate conversation through different types of communication exchange between organizations and users. This research includes a specific analysis of the active presence, interactive attitude, interactive resources, responsiveness and conversation of 29,078 posts on 135 corporate fanpages of companies from six Latin American countries.

Findings

The results show that companies have a low interest in managing communication from a dialogic perspective on the social network, not only because a greater predisposition to interaction is needed, but also because the interaction generated is very low. Therefore, the paper identifies the need to review the communication strategy on social networks and to define a strategy aligned to the dialogic nature of the social network.

Originality/value

This research contributes to broadening the conceptual reflection on the evaluation of the dialogue in the digital context and aims to generate new methodological contributions to the evaluation of dialogic communication in an integrated way.

Details

Corporate Communications: An International Journal, vol. 26 no. 5
Type: Research Article
ISSN: 1356-3289

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Article
Publication date: 18 June 2021

Wan-Hsiu Sunny Tsai, Yu Liu and Ching-Hua Chuan

This study presents one of the earliest empirical investigations on how brand chatbots' anthropomorphic design and social presence communication strategies may improve…

Abstract

Purpose

This study presents one of the earliest empirical investigations on how brand chatbots' anthropomorphic design and social presence communication strategies may improve consumer evaluation outcomes via the mediators of parasocial interaction and perceived dialogue.

Design/methodology/approach

This study employs a 2 (high vs. low social presence communication) by 2 (anthropomorphic vs. non-anthropomorphic bot profile) between-subject experimental design to evaluate how chatbots' high social presence communication and anthropomorphic profile design may enhance perceptions of parasocial interactions and dialogue with the chatbot, which in turn drive user engagement, interaction satisfaction and attitude toward the represented brand.

Findings

The influences of chatbots' high social presence communication on consumer engagement outcomes are mediated by perceived parasocial interaction and dialogue. Additionally, chatbots' anthropomorphic profile design can boost the positive effects of social presence communication via the psychological mediators.

Originality/value

This study advances the interactive marketing literature by focusing on an emerging interactive technology, chatbots. Additionally, distinct from prior chatbot studies that focused on the utilitarian use of chatbots for online customer support, this study not only examines which factors of chatbot communication and profile design may drive chatbot effectiveness but also examines the mechanism underlying the messaging and design effects on consumer engagement. The findings highlight the mediating role of interpersonal factors of parasocial interaction and perceived dialogue.

Details

Journal of Research in Interactive Marketing, vol. 15 no. 3
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 1 March 2003

Donald G. Ellis and Ifat Maoz

This paper describes a communication and cultural code approach to ethnonational conflicts. More specifically, it describes theory and research emerging from…

Abstract

This paper describes a communication and cultural code approach to ethnonational conflicts. More specifically, it describes theory and research emerging from transformative communication events aimed at building constructive relationships betwetact necessitated by conflict. These are dialogue groups organized according to principles established by Allport's (1954) contact hypothesis including sustained contact, cooperative interdependence, and norms of equality. Secondly, we state the assumptions of an interactional approach to conflict, which assumes that conflict is, by definition, interactive making communication impossible to avoid. These assumptions also include an emphasis on the relational aspects of communication, and the fact that interaction sequences become patterned over time and become constitutive of the defining characteristics of the conflict. Moreover, the participants are influenced by communication codes, which are culturally based orientations to producing and interpreting interactions. These codes are grounded in the work of Katriel (1986), Carbaugh (1990), Ellis (1994, 1999) and Philipsen (1997) and have implications for the meaning potential of individuals in conflict situations. Finally, we explicate these issues by describing research that is representative of this communication approach to conflict. This research conceptualizes reconciliation‐aimed contacts and demonstrates how communication codes are modified by situational constraints.

Details

International Journal of Conflict Management, vol. 14 no. 3/4
Type: Research Article
ISSN: 1044-4068

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Article
Publication date: 8 February 2016

Nicole Ponder, Betsy Bugg Holloway and John D. Hansen

This paper aims to draw from intimacy theory in examining the mediating effects of interactive communication and social bonds on the trust–commitment relationship.

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2180

Abstract

Purpose

This paper aims to draw from intimacy theory in examining the mediating effects of interactive communication and social bonds on the trust–commitment relationship.

Design/methodology/approach

The study is conducted in the professional services context. Qualitative and quantitative data are gathered from respondents engaged in attorney–client and real estate–client relationships. Unstructured, in-depth interviews are first conducted for use in model development. Study hypotheses are examined and mediation tests are conducted utilizing the serial multiple mediator model proposed by Hayes (2013).

Findings

Study findings indicate that intimate relationships in the professional services context are characterized by interactive communication and social bonds, and that the variables act as full mediators of the trust–commitment relationship. Though trust has a positive and significant effect on commitment in isolation, this relationship becomes nonsignificant when simultaneously accounting for the effects of the two variables.

Practical/implications

Study findings suggest a need for programs designed to assist professional service providers in the development of intimate customer relationships. The importance of interactive communications and social bonding should be emphasized in these programs.

Originality/value

The study is one of the few empirical papers to investigate the role of intimacy in service relationships and the first to illustrate its mediating effects on the trust–commitment relationship.

Details

Journal of Services Marketing, vol. 30 no. 1
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 19 September 2008

Wilson Ozuem, Kerry E. Howell and Geoff Lancaster

The proliferation of the internet and world wide web (WWW) in recent years has resulted in the creation of new social and marketing spaces, and a new form of interaction…

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5071

Abstract

Purpose

The proliferation of the internet and world wide web (WWW) in recent years has resulted in the creation of new social and marketing spaces, and a new form of interaction and identity formation. This paper aims to investigate this phenomenon.

Design/methodology/approach

Whilst cost benefits and profit derivation from the internet and other hypermedia mediated communication environments have been the focus of much research, the majority of these assessments have left many assumptions unarticulated. Questions of how contemporary communication content and interactivity is different from the singular “one‐to‐many” communication models have been avoided in this research. This paper investigates these deficiencies and goes on to suggest how academics and practitioners can realign their thinking in the light of these findings.

Findings

Computer mediated marketing environments provide organisations with a medium that can be used to deliver content in a variety of ways to consumers. This capability highlights the distinction between the information in marketing communication and the vehicle used to deliver the information: that is, content differs from communication.

Originality/value

The paper highlights how versatility of the internet as an instrument for mediated communication means that organisations can integrate different modalities of marketing communications into a strategy that combines on‐line and off‐line tactics to meet strategic objectives.

Details

European Journal of Marketing, vol. 42 no. 9/10
Type: Research Article
ISSN: 0309-0566

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