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Article
Publication date: 10 October 2016

Victor Barger, James W. Peltier and Don E. Schultz

In “Social media’s slippery slope: challenges, opportunities and future research directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to…

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15789

Abstract

Purpose

In “Social media’s slippery slope: challenges, opportunities and future research directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to leverage consumer engagement into highly profitable relationships for both parties”. The purpose of this article is to continue this discussion by reviewing recent literature on consumer engagement and proposing a framework for future research.

Design/methodology/approach

The paper reviews the marketing literature on social media, paying particular attention to consumer engagement, which was identified as a primary area of concern in Schultz and Peltier (2013).

Findings

A significant amount of research has been conducted on consumer engagement since 2010. Lack of consensus on the definition of the construct has led to fragmentation in the discipline, however. As a result, research related to consumer engagement is often not identified as such, making it difficult for academics and practitioners to stay abreast of developments in this area.

Originality/value

This critical review provides marketing academics and practitioners insights into the antecedents and consequences of consumer engagement and offers a conceptual framework for future research.

Details

Journal of Research in Interactive Marketing, vol. 10 no. 4
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 14 March 2016

Shannon Cummins, James W. Peltier and Andrea Dixon

This paper aims to develop an omni-channel framework in the context of sales and sales management related to six areas: sales contexts, impact of technology, stages in the…

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9751

Abstract

Purpose

This paper aims to develop an omni-channel framework in the context of sales and sales management related to six areas: sales contexts, impact of technology, stages in the sales process, impact on relationships, impact on firm performance and the role of various communication tools and platforms. The paper also offers future reach needs in each of these areas.

Design/methodology/approach

Literature review and research needs development.

Findings

Research in omni-channel marketing in the context of sales and sales management is virtually silent. The authors identify key research gaps and offer recommended future research opportunities.

Originality/value

To date, little research in sales and sales management has studied multi-channel marketing. The omni-channel research framework reported here is unique and will help guide research in this area.

Details

Journal of Research in Interactive Marketing, vol. 10 no. 1
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 12 June 2017

Elizabeth Manser Payne, James W. Peltier and Victor A. Barger

In this invited paper, the authors aim to offer an integrated marketing communications (IMC) framework for understanding how disparate customer touchpoints impact consumer…

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18542

Abstract

Purpose

In this invited paper, the authors aim to offer an integrated marketing communications (IMC) framework for understanding how disparate customer touchpoints impact consumer engagement and profitability in an omni-channel environment. For each aspect of the framework, the authors recommend areas for further research.

Design/methodology/approach

The authors review literature linking personal and electronic channels of communication in an omni-channel context to consumer engagement, with an emphasis on channel and message unity.

Findings

Five major research areas were identified: research that better links omni-channel and IMC theory and practice; conceptual and empirical research that helps operationalize the consumer-brand engagement construct, including its antecedents and consequences; Build understanding of off- and on-line consumer-brand touchpoints and how they may enhance engagement and profitability; how omni-channel IMC best monetizes buyer–seller relationships; and omni-channel IMC in other consumer decision contexts.

Practical implications

The emergence of omni-channel marketing is breaking down the silos across available consumer-brand touchpoints. The intersection of effective omni-channel marketing and IMC strategic and tactical initiatives offers marketers an opportunity to engage their customers and to form profitable relationships.

Originality/value

The authors proposed an omni-channel IMC Framework and a research agenda for advancing the field. As this is a new area of inquiry, the authors argue for the development of other comprehensive frameworks, both for general omni-channel IMC conceptualizations.

Details

Journal of Research in Interactive Marketing, vol. 11 no. 2
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 1 July 2005

Wil liam Drago, James W. Peltier, Amanda Hay and Myra Hodgkinson

There continues to be a perception that online education is inferior to traditional education. In the U.S. online learning is more developed than in the U.K. This paper…

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1047

Abstract

There continues to be a perception that online education is inferior to traditional education. In the U.S. online learning is more developed than in the U.K. This paper provides insights into a U.S. provision and takes a close look at what are per ceived as weak nesses of on line learn ing and ar gues that these are not necessarily inherent weaknesses of this form of educational delivery. Then, results of two major studies, undertaken in the U.S. are provided comparing the effectiveness of online education to traditional education as perceived by current MBA students and past graduates. Results of these studies suggest that students of MBA modules and MBA graduates perceive the quality and effectiveness of online education to be similar to, if not higher than, the quality and effectiveness of traditional modules and programmes.

Details

Management Research News, vol. 28 no. 7
Type: Research Article
ISSN: 0140-9174

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Article
Publication date: 7 December 2020

Barbara Barney-McNamara, James Peltier, Pavan Rao Chennamaneni and Keith Eric Niedermeier

The purpose of this paper is to provide a detail review of the social selling literature and to offer future research needs. Social selling has gained the attention of…

Abstract

Purpose

The purpose of this paper is to provide a detail review of the social selling literature and to offer future research needs. Social selling has gained the attention of sales researchers. Rather than merely a new tool, social selling redefines the traditional sales process. However, the literature is spread across topics of social media and sales, social customer relationship management, salesforce automation and social selling, and does not provide an agreed-upon definition or tested construct for implementation.

Design/methodology/approach

The paper presents a comprehensive literature review of social selling and all related terminology.

Findings

The authors propose a social selling framework that includes personal branding, information exchange, networking and social listening to define and outline the construct while suggesting the antecedents and outcomes to guide future research. Findings from a literature review include outlining key theories used in social selling research.

Originality/value

This review offers a conceptual framework of social selling, including both antecedents and outcomes, to inform future research and guide academics and practitioners.

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Article
Publication date: 31 May 2018

Andrew J. Dahl, Anthony M. D’Alessandro, James W. Peltier and Eric L. Swan

Social causes increasingly rely on omni-channel touchpoints involving personal discussions and grassroots digital marketing efforts to engage individuals via social…

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1849

Abstract

Purpose

Social causes increasingly rely on omni-channel touchpoints involving personal discussions and grassroots digital marketing efforts to engage individuals via social referrals. This paper aims to examine digital natives’ perceived effectiveness of omni-channel touchpoints for increasing social cause engagement including social media, digital media, traditional and interpersonal communications, along with an individual’s social/digital media behaviors.

Design/methodology/approach

The paper reports empirical results from an online survey of 924 digital natives. The paper uses multivariate and multiple regression analyses to examine the differential effects of a diverse range of media influencing the perceived effectiveness of social cause referrals from a family member versus a close friend.

Findings

The results identify the combination of omni-channel touchpoints most likely to be effective for enhancing organ donation support and registration efforts as part of social referral campaigns. The findings suggest differences exist based on whether the campaign targets family members or friends.

Research limitations/implications

The research focuses on digital natives and does not address differences that may vary by specific messages shared across generational groups or ethnicities. More research is also necessary, which examines the effects of digital consumption versus content creation behaviors.

Practical implications

The paper includes implications for social marketers looking at increasing viral reach and engagement via social referral campaigns. Marketers should integrate the omni-channel touchpoints deemed to be most effective for each target based on specific campaign goals.

Originality/value

This paper addresses a gap in marketers’ understanding of how digital natives perceive social referral campaigns targeting their social circle via various omni-channel touchpoints.

Details

Journal of Research in Interactive Marketing, vol. 12 no. 3
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 24 May 2013

James W. Peltier, John A. Schibrowsky and Alexander Nill

The purpose of this study is to empirically test a hierarchical model of the antecedents of nurse job satisfaction and loyalty based on the internal marketing literature…

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2637

Abstract

Purpose

The purpose of this study is to empirically test a hierarchical model of the antecedents of nurse job satisfaction and loyalty based on the internal marketing literature. Specifically, the study aims to investigate the degree to which structural, social, and financial bonding activities influence nurses' job satisfaction and retention.

Design/methodology/approach

Following a review of the literature, the model was tested via a survey of 200 nurses from three US health care institutions.

Findings

The study resulted in key findings pertaining to the hierarchical nature of structural, social, and financial bonding activities and their impact on job satisfaction and loyalty.

Practical implications

Service industries that depend on front‐line employees to deliver high quality services are provided with innovative suggestions to improve job satisfaction and loyalty of their employees by employing an internal marketing approach. The study provides organizations with empirical evidence regarding the synergistic effects of bonding activities.

Originality/value

To the best of the authors' knowledge, this is the first time a hierarchical/sequential model of the impact that relationship bonds have on satisfaction and retention of health care staff has been empirically tested. The findings that structural bonds have both a direct and indirect impact on job satisfaction and loyalty are of value for interested academics working in this area and are relevant for companies trying to improve job satisfaction and loyalty of their employees.

Details

European Journal of Marketing, vol. 47 no. 5/6
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 14 November 2019

Eric L. Swan, Andrew J. Dahl and James W. Peltier

Consumers have increased access to digital health tools such as social media, websites and marketer-controlled platforms for information sharing. Telemedicine (TM…

Abstract

Purpose

Consumers have increased access to digital health tools such as social media, websites and marketer-controlled platforms for information sharing. Telemedicine (TM) represents an emerging omni-channel touchpoint for consumers to exchange information and inform health decision-making at a time and place of their choosing. While TM offers great potential, consumer adoption has been slower than expected. This paper aims to investigate attitudinal factors that influence adoption and usage of TM within consumers’ omni-channel decision-making environment.

Design/methodology/approach

Surveys from 869 patients were analyzed using multiple linear regression to examine the relationships between health decision-making, TM access benefits and omni-channel touchpoints (social media, website and internal health digital channels usage) on TM usage likelihood.

Findings

Attitudinal constructs related to TM’s benefits including access and health decision-making have the strongest impact on future TM usage. The study also empirically demonstrates a link between consumers’ omni-channel information seeking and TM usage.

Research limitations/implications

Increasing consumers’ involvement across omni-channel touchpoints has an additive effect on perceived benefits for engaging consumers in using digital offerings like TM. Future research is needed that examines the interrelationships on consumers’ health decision-making across generational cohorts and the post-adoption effects of digital service offerings.

Practical implications

Omni-channel touchpoints such as TM provide new opportunities to enhance shared decision-making. However, marketers need to adopt strategies that accommodate consumers’ evolving omni-channel preferences for access and information exchange to synergize digital service offerings with interpersonal touchpoints.

Originality/value

This study integrates shared decision-making, technology acceptance and omni-channel marketing literature to explore TM acceptance and usage within the context of consumers’ omni-channel decision process.

Details

Journal of Research in Interactive Marketing, vol. 13 no. 4
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 10 October 2018

Elizabeth Manser Payne, James W. Peltier and Victor A. Barger

The rapid growth of technology, including artificial intelligence (AI), in the banking industry has played a disrupting role in traditional banking channels. This study…

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3261

Abstract

Purpose

The rapid growth of technology, including artificial intelligence (AI), in the banking industry has played a disrupting role in traditional banking channels. This study aims to investigate factors that influence the attitudes and perceptions of digital natives pertaining to mobile banking and comfort interacting with AI-enabled mobile banking activities.

Design/methodology/approach

Data were collected from 218 digital natives. This paper uses multivariate regression and two separate multiple regression analyses to examine the differential effects of technology-based (i.e. attitudes toward AI, relative advantage, perceived trust and security in specific mobile banking activities) and non-technology based (i.e. need for service, quality of service) factors on mobile banking usage and AI-enabled mobile banking services.

Findings

This study identifies determining factors for mobile banking and AI-enabled mobile banking services. Results indicate a divide in how digital natives perceive relative advantage between our two dependent variables. Consistent with previous studies, the relative advantage construct has the most impact on mobile banking usage. However, relative advantage was not significant for AI-enabled mobile banking, suggesting an extra layer of complexity that goes beyond convenient fast banking.

Research limitations/implications

A limitation of this study is that it does not incorporate age groups outside of digital natives. Further research is needed to test for differential effects between age groups. In addition, the discovery of no significant impact of relative advantage on AI mobile banking warrants more research on the similarities and differences between mobile banking and AI-enabled mobile banking.

Practical implications

To better appeal to digital natives, it is suggested that the banking industry emphasize mobile banking’s anywhere/anytime access to financial accounts, as this is important to college-age customers who may not live near their local banking institution. Moreover, the paper suggests that improvement to mobile banking features for one-on-one interpersonal contact with bank employees is needed.

Originality/value

This study addresses the gap in the understanding of how digital natives perceive mobile banking in comparison to AI-enabled mobile banking services.

Details

Journal of Research in Interactive Marketing, vol. 12 no. 3
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 26 October 2010

James W. Peltier and Carol Scovotti

This paper aims to report the findings of a large‐scale multinational study of students in a marketing organization that investigates the need to expand entrepreneurship…

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3376

Abstract

Purpose

This paper aims to report the findings of a large‐scale multinational study of students in a marketing organization that investigates the need to expand entrepreneurship education in the marketing curriculum. Key questions include what is the entrepreneurial mindset of students interested in marketing, what do they think they need to know, should they some day decide to pursue entrepreneurial opportunities, and how satisfied are they with their current exposure to entrepreneurial marketing experiences?

Design/methodology/approach

Via e‐mail, a major international collegiate marketing association headquartered in the USA sent the online questionnaire to a random sample of 4,300 students. Content areas included entrepreneurial mindset, desired entrepreneurial marketing learning and experiential activities, and demographics. A total of 605 students participated in the study.

Findings

The findings show that there is a large segment of marketing students who desire to be an entrepreneur and feel strongly about entrepreneurial education. Exposure to entrepreneurial marketing tools, experiential learning activities, and networking opportunities were deemed to be especially important.

Research limitations/implications

The study focused on students in marketing organizations. Additional research is needed at the course level.

Practical implications

The findings suggest that entrepreneurial marketing education is needed in the business curriculum. Training in entrepreneurial marketing will better prepare students interested in being an entrepreneur or small business owner.

Originality/value

Entrepreneurial marketing has received little attention in the business education literature. The study is the first of its kind to study entrepreneurial marketing curriculum needs from the perspective of students in a nearly 11,000 strong international marketing organization.

Details

Journal of Small Business and Enterprise Development, vol. 17 no. 4
Type: Research Article
ISSN: 1462-6004

Keywords

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