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Risk is a major concern among tourists and the objective of this chapter is to investigate how different factors contribute to the overall perceived risk and how novelty motivations moderate this risk. The sample population of the study consists of 4,057 international tourists on low-cost travel visiting the Algarve, Portugal in 2005 and 2006. The research findings show that the sensibility towards the occurrence of any type of risk vary with the tourist's age, familiarity with the destination, and travel experience as well as their propensity to seek novelty. Furthermore, it finds that younger tourists are more apt to be novelty seekers and, simultaneously, less sensitive to risk, than older tourists are. Familiarity with the destination derives from previous visits, diminishes the sensibility to the risk, and increases the degree of novelty-seeking. This chapter discusses specific managerial and theoretical implications.

Shopper marketing describes the planning and execution of all marketing activities that influence a shopper along – and beyond – the path-to-purchase, from shopping trigger to purchase, consumption, repurchase, and recommendation stages. Shopper marketing practices at manufacturers and retailers are growing at a tremendous pace and a rising portion of marketing budgets are now devoted to shopper marketing. The first phase of shopper marketing research and practice, Shopper Marketing 1.0, addressed interesting issues, primarily relating to in-store marketing. In the next phase, Shopper Marketing 2.0, will significantly extend to out-of-store marketing, including online and mobile marketing, resulting in an integrated practice. In this new environment, to formulate and execute effective shopper marketing strategies, managers need to better understand the complete picture of how online, offline, mobile and in-store marketing influence shoppers in the path-to-purchase-and-beyond cycle. In this chapter, we present the evolution of shopper marketing, summarize key learnings, outline important issues, and discuss the opportunities and challenges of Shopper Marketing 2.0.

Originally conceptualised as an innovative strategy for environmental conservation, ecotourism is now considered as one of the fastest growing segments of tourism. Although many definitions of ecotourism have been provided over the years, the application of the concept is still inconsistent, shifting its focus from purely nature-based towards more sustainable and conservative activities. Research on ecotourism reveals that ecotourism marketing initiatives are mainly driven by the supply-side or government/environmentalist organisations’ perspective, without taking into account the demand side, i.e., individuals’ motivations for ecotourism. This chapter will provide recognition of the different definitions of the ecotourism concept in order to distinguish it from other similar forms of tourism, e.g., nature-based tourism, and will review the research to build an understanding of the various motivations pushing individuals to choose ecotourism offerings. It will also function as the basis for the development of an appropriate protocol to investigate a sample of ecotourism providers and the congruency of their marketing initiatives with established consumer motivations.

Nowadays companies are constantly changing their retail settings and strategies to keep up with technological developments and consumer needs. Digital transformation enabled one’s shopping experience to be more efficient in terms of money, time, physical effort and other elements that determine the price a consumer has to pay. Channels of communication and distribution have evolved, increased in number and also became integrated. Mobile devices, mobile applications and location services help consumers in their shopping journey. These developments have led us to a new concept called omni-channel management. In theory, the omni-channel refers to a single and unified channel experience with multiple touchpoints, which include physical stores, online stores and direct marketing; mass communication channels (television, radio, print media, C2C, etc.), online channels (social media, search engines, comparison sites, e-mail, display etc.) and mobile channels (SMS, branded apps, etc.). Some examples of omni-channel practices are click-reserve, click-collect, tablets as in-store sales tools, in-store product order through mobile apps, etc.

In this chapter, the latest trends in marketing channels are discussed with enabling digital technologies and relevant success factors. Challenges and opportunities in implementing omni-channel strategies and several omni-channel initiatives from Turkey are reported.

A research was employed to present consumers’ preferences of touchpoints/channels for search, payment and delivery, and to find out the drivers that lead consumers to use more than one channel simultaneously and/or interchangeably in a buying process. The results will guide the readers to understand consumer behaviour in the new omni-channel world.

Retail marketing is in the midst of an evolution. The paradigm is shifting from a product-centric to a consumer-centric focus, with a particular emphasis on understanding how consumers transition from harboring an interest in a product to actually purchasing that product. In response, shopper marketing, and in-store marketing (ISM) in particular, have emerged as important mechanisms to influence shopper behavior in brick & mortar and online retail environments. The academic literature is replete with work on what factors of ISM influence shopper behavior. In this chapter, we categorize prominent streams of findings on ISM into firm, customer, competitor and product characteristics of ISM and examine how the notion of a “store” is evolving from bricks to clicks – namely from physical formats to online shopping experiences. Insights from this chapter will help retailers and store managers identify what their customers respond to within a physical store, how technology is changing the way they can capture information on customers, and how shopper behavior is evolving in response to brick & mortar and online retail environments.

The purpose of the study is to conceptualize the model of the predictors of consumer willingness to purchase green products. This study used the underpinning theories related to consumer willingness by integrating the green concept in deriving the consumer willingness to purchase green products. Based on the underpinning theories of marketing strategies, it was found that marketing mix was still fundamental in business. Therefore, green marketing mix was proposed to describe the consumer's green purchase willingness. Furthermore, corporate social responsibility (CSR) plays an important role as the key to organizational strategy. Thus, CSR is also included in the proposed framework. As this is a conceptual paper, further empirical study needs to carry out to verify the proposed hypotheses. This study contributes to the market practitioners or entrepreneurs in terms of re-considering marketing mix and CSR in deriving customer willingness to purchase green products. This study extends the literature of behavioural intention by integrating green marketing strategies with CSR in determining consumer willingness to purchase.

The study examines how late adolescents use the resources embedded in their social network to obtain the information and support they need to do their homework. A particular attention is paid to how social network sites (SNSs) are used and perceived by late adolescents for academic help seeking.

This qualitative study uses in-depth interviewing and critical incident technique. An egocentric approach to Social Network Analysis is also employed to examine the core social network of each participant.

Most adolescents had a solid personal social network but did not always fully take advantage of the resources embedded in it for schoolwork. Availability was the most important criteria for deciding who to approach. SNSs were often used to obtain the help they needed, although phone calls and in-person visits were considered more efficient in certain situations.

This study draws on a small purposive sample that may limit generalization. This research contributes to our understanding of the resources late adolescents have access to within their core social network, the way they take advantage (or not) of these resources for schoolwork, and the role SNSs play in the process. Findings have implications for services that educators and school librarians should provide to support the educational needs of late adolescents.

This study contributes more generally to our understanding of late adolescents’ use of people as primary sources of information to complete school-related homework.