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21 – 30 of 109Gurumurthy Kalyanaram, Gordhan K. Saini, Suresh Mony and N. Jayasankaran
Pricing is always a fundamental marketing element. In the digital marketing/e-commerce context, there are two universal phenomena: desire to micro-segment and customize, and the…
Abstract
Purpose
Pricing is always a fundamental marketing element. In the digital marketing/e-commerce context, there are two universal phenomena: desire to micro-segment and customize, and the adverse reaction upon unfair perception of price. A third related question is how should firms consider price increases and decreases? Specifically, this paper aims to address the following three research and practice questions: What are the theoretical underpinnings of perception of fairness/unfairness in pricing, and what are the findings? What are the theoretical underpinnings of response to price increases and decreases? What should be online pricing strategy, consistent with the findings on (un)fairness perception of pricing and response to price increases and decreases?
Design/methodology/approach
The present approach is integrative review and critical analyses, and synthesis. The review dates back to 1960s, and is inter-disciplinary, including apposite findings in behavioral science, economics, marketing and operations management/research. The authors search for insights with significant empirical support to address these questions.
Findings
Perception of unfair price impacts consumer choice, probability of purchase, intent to buy and attitude to product/service/firm adversely. Consumers react differently to perceived unfair and fair prices. Consumers react more strongly and negatively to perceived unfair prices (compared to prices perceived to be fair) in their intent to buy and other related metrics. Consumers react differently to price increases and price decreases relative to the reference price. Consumers react more strongly to price increases than to price decreases. There is substantial heterogeneity in the magnitude of loss-aversion effect, depending on the product/service category and estimation methods.
Originality/value
The authors review and discuss potential viable pricing strategies. Based on the generalizable findings, this study provides actionable insights to managers for pricing in digital marketing context. Also, the authors provide useful directions for future research.
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Teppo Eskelinen and Juhana Venäläinen
This paper explores economic moralities in self-organised alternative economies and argues that the diverse economies approach is particularly useful in elaborating the…
Abstract
Purpose
This paper explores economic moralities in self-organised alternative economies and argues that the diverse economies approach is particularly useful in elaborating the self-understandings of such economic communities. The analysis focuses on two types of alternative economies in Finland: ridesharing and timebanking.
Design/methodology/approach
Through qualitative data, the paper looks into moments of negotiation where economic moralities of self-organised alternative economies are explicitly debated. The main research data consists of social media conversations, supplemented by a member survey for the participants of the studied timebank. The data are analysed through theory-guided qualitative content analysis.
Findings
The analysis shows that the moments of negotiation within alternative economies should not be understood as simple collisions of mutually exclusive ideas, but rather as complex processes of balancing between overlapping and partly incommensurable economic moralities. While self-organised alternative economies might appear as functionally uniform at the level of their everyday operations, they still provide considerable leeway for different conceptions of the underlying normative commitments.
Originality/value
To date, there is little qualitative research on how the participants of self-organised alternative economies reflect the purpose and ethics of these practices. This study contributes to the body of diverse economies research by analysing novel case studies in the Finnish context. Through empirical analysis, this paper also provides a theoretical framework of how the different economic moralities in self-organised alternative economies can be mapped.
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Jordan Gamble and Audrey Gilmore
This paper aims to address the emerging post-millennium trends in co-creational marketing, in the context of how these trends apply to the recorded and live sectors of the music…
Abstract
Purpose
This paper aims to address the emerging post-millennium trends in co-creational marketing, in the context of how these trends apply to the recorded and live sectors of the music industry. Consideration of marketing as a broadened concept to include societal processes has implications not only for the marketing concept itself, but also for the roles of the parties implicitly involved in the marketing process. Therefore, the standard and polarising marketing clichés of “firm and customer”, “buyer and seller”, and “producer and consumer” may be replaced with a more contemporary marketing approach in which value can be created and shared by either party.
Design/methodology/approach
Initially the paper provides a review of contemporary literature on co-creational aspects of marketing and a subsequent identification of typologies of co-creation practices. Conceptual frameworks pertaining to the relationships of these typologies are then proposed. An extensive review and analysis of journal articles, industry reports and news sources on music industry marketing was conducted. From this review and analysis, 30 examples of co-creational marketing were identified. The music industry was chosen as it constitutes a relevant and contemporary marketing context due to the existence of interactive technology and changing consumer preferences regarding their interaction with music intermediaries and against a context of digital piracy.
Findings
Five typologies of co-creational marketing were found to be relevant to the music industry. Key examples of co-creational marketing within the music industry are discussed and analysed in relation to the identified typologies and conceptual frameworks.
Research limitations/implications
The relevancy of co-creational marketing practices to the music industry is investigated, followed by consideration of managerial implications and future research directions.
Originality/value
The theoretical prospect of value co-creation through active consumer contributions to the marketing process is not revolutionary or new, but the implications of such a potential shift in power or influence have developed into a contemporary challenge for marketers.
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Jagrook Dawra, Kanupriya Katyal and Vipin Gupta
The paper aims to study how deal- and bargaining-prone customers are different from each other. This paper brings out this difference based on psychographics encompassing values …
Abstract
Purpose
The paper aims to study how deal- and bargaining-prone customers are different from each other. This paper brings out this difference based on psychographics encompassing values – consciousness, price mavenism and personality orientations – needed for special treatment (distinctiveness and play).
Design/methodology/approach
The measurement model was assessed using both exploratory factor analysis and confirmatory factor analysis. The structural model was tested using structural equation modeling.
Findings
This paper finds that value consciousness is a two-dimensional construct in the Indian context. This construct comprises two dimensions of value consciousness, including concern for price and concern for quality. The authors find that deal-prone customers are value conscious and price mavens. Bargaining-prone customers are value-conscious price mavens and have a high need for special treatment (play). Play orientation distinguishes between a deal-prone and a bargaining-prone customer.
Research limitations/implications
The study was limited to grocery products. The consumers surveyed were urban and educated Indians.
Practical implications
With the Indian markets being opened for Western retailers, it is imperative to study the Indian consumers. It is important to understand why the local neighborhood store is able to retain its customer base even when the organized fixed-price formats have been around for approximately 20 years.
Originality/value
This is one of the few papers that tries to understand the Indian consumer’s buying behavior, especially with respect to their haggling nature. This paper further develops our understanding of the “deal proneness” and “bargaining proneness” constructs. The authors also study their differences based on psychographics.
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Tassilo Henike and Katharina Hölzle
Great uncertainty accompanies entrepreneurs’ processes of designing promising business models (BMs). Therefore, stabilising factors act as important means in this process. In this…
Abstract
Great uncertainty accompanies entrepreneurs’ processes of designing promising business models (BMs). Therefore, stabilising factors act as important means in this process. In this study, we examined the impact of cognitive dispositions and visual BM frameworks on the BM process and outcomes. By using partial-least-square structural equation modelling (PLS-SEM) and an experimental setting, our results show that the stabilising function of BM frameworks depends on entrepreneurs’ cognitive dispositions. This finding contributes to the cognitive BM perspective and explains how cognitive dispositions and visual framing effects act as boundary conditions for the theory of stabilising factors. This also has important implications for applying frameworks in practice.
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Pengyu Li, Jingbo Shao and Hang Wu
In the actual livestreaming background, to obtain more income, some broadcasters will transform their original single role orientation into mixed one. This research study aims to…
Abstract
Purpose
In the actual livestreaming background, to obtain more income, some broadcasters will transform their original single role orientation into mixed one. This research study aims to conduct an empirical study on the influence of the broadcasters' role orientation transformation on the viewers' tipping behavior.
Design/methodology/approach
The authors collect data from Kuai, a leading online live streaming service provider in China. The dataset includes 175,701 live streaming data from 971 broadcasters in 7 months. To avoid unobservable factors, the authors adopt two difference-in-differences (DID) models to estimate the effect of two kinds of broadcaster's role orientation transformation on the broadcaster’s direct income separately. And the authors use the Heckman-type correction to solve broadcasters’ self-selected problem.
Findings
The authors evaluated that there is a U-shape relationship between the broadcasters' role orientation transformation and their direct income. The broadcasters' direct income experienced a sharp decline for a short period of time after transformation and followed by a rise after a period of adaptation. And for broadcasters with different genders and amounts of fans, the influence degree of role orientation transformation is various.
Originality/value
This paper provides a fresh usage of the regulatory engagement theory in the brand new information communication technology. And it also explores the boundary effect of the participating object's self-factors in the regulatory engagement theory. Besides, this paper expands the research of livestreaming into natural background. Such results also provide operable suggestions for the livestream platform, the broadcaster himself and the enterprises who want to employ some broadcasters to recommend their products.
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Liying Zhou, Fei Jin, Banggang Wu, Xiaodong Wang, Valerie Lynette Wang and Zhi Chen
This study aims to examine if the participation of live-stream influencers (LSIs) affects tipping frequency on live streaming platforms, and further investigate the mediating and…
Abstract
Purpose
This study aims to examine if the participation of live-stream influencers (LSIs) affects tipping frequency on live streaming platforms, and further investigate the mediating and moderating mechanisms.
Design/methodology/approach
Quasi-experiment and difference-in-differences models are used for data analysis. Propensity score matching is used to address potential unobservable endogeneity.
Findings
Real-time live streaming data reveal that LSIs’ participation significantly improves tipping frequency in live streaming rooms. Also, more users are attracted to the live streaming rooms and more users become active in participation. Additionally, the positive impact of LSIs’ participation is enhanced in the live streaming rooms with a greater number of relationship links between users.
Research limitations/implications
The findings clarify the new role of influencers and reveal the mechanisms on how LSIs benefit the platforms.
Practical implications
The findings offer novel insights into implementing influencer marketing to interactive social media platforms, by encouraging influencer participation, user relationship building and influencer network growth.
Originality/value
This study highlights the value of LSIs for interactive social media platforms in terms of organic growth, revenue generation and cost reduction.
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