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We review the implications of the mobile technology for different stages of the consumer path to purchase including awareness, search, evaluation, store visit, and product choice. Real-time and location-specific access to information and products are identified as distinguishing characteristics of mobile devices. While the literature on digital marketing is well developed, knowledge of the effects on the consumer path to purchase in the presence of dynamic and location-specific information is still scarce. Path to purchase models need to recognize the central and powerful role of user-generated content. Better management of marketing resources would require models that connect investments in mobile marketing to sales, and also model the synergies among different digital and offline media. We conclude with a framework that connects mobile media impressions to product choice, in the presence of other marketing media, and consumer and firm feedback loops.

This chapter is about online hate speech propagated via platforms operated by social media companies (SMCs). It examines the options open to states in forcing SMCs to take responsibility for the hateful content that appears on their sites. It examines the technological and legal context for imposing legal obligations on SMCs, and analyses initiatives in Germany, the United Kingdom, the European Union and elsewhere. It argues that while SMCs can play a role in controlling online hate speech, there are limitations to what they can achieve.

Purpose: Many Internet users search for health information but they struggle with assessing the quality of the information they find. By drawing on a multi-modal approach to data collection, this study aims to understand further the nuanced cognitive processes that people utilize as they acquire and evaluate online health information.

Design: We used a mixed-methods approach that includes surveys, interviews, and observations of 76 diverse adults of all ages in the Chicago area completing various health information-seeking tasks.

Findings: Most participants begin their information-seeking process on search engines. We identified the most popular credibility-assessment strategies used on the search engine results’ pages (SERP) as well as on websites. We also explored how the process of executing such strategies reveals greater and lesser savvy among users.

Research Limitations: While the sample size and methods limit its generalizability, this study included a larger and more diverse group of participants than most observational work, which results in data about a wider range of behaviors than is typical of such research.

Social Implications: Our findings showed that most of our participants could use additional education regarding credibility assessment of online health information. Additionally, since a great deal of credibility assessment occurs on SERP, search companies bear a particular responsibility for ensuring the quality of the information their results highlight.

This article reviews the quantitative marketing literature on artificial intelligence (AI) through an economics lens. We apply the framework in Prediction Machines: The Simple Economics of Artificial Intelligence to systematically categorize 96 research papers on AI in marketing academia into five levels of impact, which are prediction, decision, tool, strategy, and society. For each paper, we further identify each individual component of a task, the research question, the AI model used, and the broad decision type. Overall, we find there are fewer marketing papers focusing on strategy and society, and accordingly, we discuss future research opportunities in those areas.

It has been well established that organizations often need to restructure themselves to meet new technological challenges. We review the organizational impact of a recent technological development, sometimes referred to as Web 2.0 that enables users to leverage the Internet and generate “user-generated content” by acting as a supplier, co-producer, or even innovator of products and services. We draw on the social studies of technology, including actor-network theory to develop a conceptual understanding of how this phenomenon is challenging deeply entrenched mental models among managers and management theorists as well as problematizing the way organizational boundaries are conventionally drawn.

The body of scholarship on YouTube is an expanding area of scholarly inquiry. Existent research indicates that music videos are one of the most salient features of YouTube. Interactionist research about popular music has provided important insights through interviews with fans and audience members; however, this work has yet to examine audience engagement with music videos on YouTube. Using Qualitative Media Analysis, I illustrate how the researcher of popular music can work with user comments collected from YouTube. Thematic understandings largely consistent with nostalgia that emerged from an analysis of user-generated comments in response to selected music videos on YouTube are explored. I conclude by suggesting some directions for future research.

This research is to identify how user-generated contents (UGC) affect a pre-trip decision on the booking of a guesthouse among international travelers. Online surveys are conducted among social network users who have booked an ecolodge in the past year. A snowball sampling is used, which posts a questionnaire link in social networks including Twitter, Facebook, and Instagram in addition to travel blogs. This study indicates a positive relationship between UGC and lodging selection. UGC is considered as a significant predictor of booking an environmentally friendly guesthouse. Among the UGCs, travelers' review is the most important one influencing guesthouse selection. Future studies may focus on other IT potentials such as “Gamification” or other types of content such as “Podcasts” or “live videos” to engage independent travelers.

A number of scholars have discussed the role of perceived risk as a significant factor in destination selection. In response to these concerns and in an effort to increase their competitiveness, a number of countries have introduced tourism quality schemes (TQSs) as a mechanism to build tourist confidence in the destination and the products and experiences that it offers and in so doing reduce the level of consumer risk. Existing TQSs run by national or regional governments vary greatly in terms of scope, assessment criteria and procedures and have received little attention by academic researchers. Indeed, in an era of increasing use of user-generated content, TQSs may become increasingly irrelevant. This paper examines Hong Kong’s Quality tourism Services (QTS) scheme and identifies a number of weaknesses that need to be addressed if the scheme is to be viewed as an effective tool to build consumer confidence. The findings are based on a survey of the views of QTS scheme members and tourists departing Hong Kong.