Strategizing for Financial Technology Platforms: Findings from Four Russian Case Studies
This article studies the business strategy of digital financial platforms and creation of ecosystems. The authors assume the general methodological approach of grounded theory to study four cases of financial technology platforms from Russia; the sample represents companies focusing both on solutions for the front end (consumers) and back end (middle of the value chain). The research finds that the top executives of the companies, which create and operate the digital platforms, have an approach to business strategy that is significantly different from that of the traditional business. They defy the pragmatism of predicting...
Source: Psychology and Marketing - November 10, 2016 Category: Psychiatry & Psychology Authors: Oksana Kabakova, Evgeny Plaksenkov, Vladimir Korovkin Tags: Research Article Source Type: research
Standardization, Adaptation, and Personalization of International Corporate Social Media Communications
ABSTRACT
This research examines both the standardization versus adaptation of Vodafone's international corporate social media communications strategy in Study 1 and consumers’ attitudes toward this strategy in Study 2. Study 1 investigates Vodafone's strategy in Facebook through a content analysis and Study 2 focuses on consumers’ attitudes through a qualitative approach of 12 Facebook fans: 6 in the UK and 6 in Greece. The findings reveal that Vodafone implements a local strategy in corporate Facebook campaigns, taking into account the cultural differences between these countries. The results also indicate that the de...
Source: Psychology and Marketing - November 10, 2016 Category: Psychiatry & Psychology Authors: Leonidas Hatzithomas, Thomas A. Fotiadis, Dafnis N. Coudounaris Tags: Research Article Source Type: research
Influence of the Virtual Brand Community in Sports Sponsorship
This study explores how the virtual brand community (VBC) of soccer‐team supporters influences the brand's attitude toward sponsorship according to the theory of image transfer. The study provides a comparative analysis using both structural equation modeling (SEM) and qualitative comparative analysis (QCA). A total of 609 supporters of a professional, first‐division Spanish soccer team provide the data. The results from SEM support the importance of control, attitude toward the team, and identification variables. However, SEM cannot assure the usefulness of variables such as trust and opportunism when evaluating the r...
Source: Psychology and Marketing - November 10, 2016 Category: Psychiatry & Psychology Authors: Manuel Alonso Dos Santos, Ferran Calabuig Moreno, Francisco Rej ón Guardia, Carlos Pérez Campos Tags: Research Article Source Type: research
Exploring Consumer Insights in Wine Marketing: An Ethnographic Research on #Winelovers
ABSTRACT
Nowadays social media offer a great opportunity to wineries in order to better understand their customers’ needs, both potential and actual. Especially for winelovers, their collective imagination, expectations, and lifestyle in terms of passion for wine can be continually supervised and used in brand strategies. By collecting these data on Instagram and analyzing them through a netnographic research, the purpose of the present study is to validate the emerging “map of identity” for winelovers as a basis of segmentation in the wine sector. In a second step, the accuracy of the profiles has been tested by dis...
Source: Psychology and Marketing - November 10, 2016 Category: Psychiatry & Psychology Authors: Maria Teresa Cuomo, Debora Tortora, Giuseppe Festa, Alex Giordano, Gerardino Metallo Tags: Research Article Source Type: research
Consumer Trust in User ‐Generated Brand Recommendations on Facebook
This study builds on theory to develop a conceptual framework that yields insights into the development of consumer trust toward user‐generated brand recommendations (UGBR). A set‐theoretic approach using fuzzy set qualitative comparative analysis is applied to data derived from 303 consumers. The study findings suggest that high levels of trust in UGBR are associated with high levels of trust toward Facebook friends and provide support for the moderating role of ad‐skepticism. Benevolence and integrity are found to be necessary/core conditions for the development of trust toward Facebook friends. Ability and disposi...
Source: Psychology and Marketing - November 10, 2016 Category: Psychiatry & Psychology Authors: Simos Chari, George Christodoulides, Caterina Presi, Jil Wenhold, John P. Casaletto Tags: Research Article Source Type: research
Motivation Recipes for Brand ‐Related Social Media Use: A Boolean—fsQCA Approach
ABSTRACT
Social media Web sites such as Facebook, Twitter, and Instagram provide various means for users to interact with others, by creating, sharing, and commenting on content about anything, including brands and products. Such online brand‐related activities may significantly influence a firm's operations. To effectively manage these influences, marketers should understand consumer's motivations to engage in brand‐related social media use. This paper is one of the very few efforts to come to such an understanding. In this direction, a set‐theoretic comparative approach is implemented—namely, fuzzy set qualitativ...
Source: Psychology and Marketing - November 10, 2016 Category: Psychiatry & Psychology Authors: Charalampos Saridakis, George Baltas, Pejvak Oghazi, Magnus Hultman Tags: Research Article Source Type: research
Cross ‐cultural Perceptions of Onshore Guided Tours: A Qualitative Approach Based on eWOM
ABSTRACT
Recognizing the importance of the study of guided tour experiences and being aware of the cross‐cultural variations of services’ perceptions, the purpose of this article is to examine if cruise tourists from the two main generating markets (Europe and North America) perceive differently a port of call guided tour based on the content of the eWOM generated. The data set was comprised of 334 reviews on guided tours undertaken in Spanish ports of call and published during the period 2009–2015 on the major travel Web site Tripadvisor. The thematic content analysis of the data was performed using the text mining ...
Source: Psychology and Marketing - November 10, 2016 Category: Psychiatry & Psychology Authors: Daniela Buzova, Silvia Sanz ‐Blas, Amparo Cervera‐Taulet Tags: Research Article Source Type: research
eWOM on Travel Agency Selection: Specialized versus Private Label
ABSTRACT
In the travel industry, electronic word of mouth (eWOM) elicits a major influence on consumers’ decision making. Travel retailers are facing the new challenges derived from the different nature of their competitors—big hypermarkets, for instance, are extending their brands to travel services—and the challenges derived from online comments that consumers have access to. With a sample of 263 tourists, and using a fuzzy‐set qualitative comparative analysis data analysis, this paper shows how the selection between a specialized travel agency and a private label (PL) agency is influenced by five factors: the us...
Source: Psychology and Marketing - November 10, 2016 Category: Psychiatry & Psychology Authors: Enrique Bign é, Eva‐María Caplliure, María‐José Miquel Tags: Research Article Source Type: research
Social Networks on Cashback Websites
ABSTRACT
The relevance of Cashback sites as a profitable business model has grown considerably over the last decade, where customer's social networks have been one of the most important keys of success. Hence, the success of cashback websites business model not only lays on strategies such as offering a wide portfolio of affiliate merchants and competitive cashbacks per transaction to attract new customers, but also on their ability of engaging them and enrolling new target customers through recommendation in a word‐of‐mouth marketing strategy. By a applying this kind of strategies, both the recommender and the referee...
Source: Psychology and Marketing - November 10, 2016 Category: Psychiatry & Psychology Authors: Mar ía Teresa Ballestar, Jorge Sainz, Joan Torrent‐Sellens Tags: Research Article Source Type: research
Social Media Marketing: A Literature Review and Implications
This study carries out content analysis and systemizes articles on social media marketing in the Web of Science database. Forty‐four studies were analyzed in accordance with a variation on the systematic review approach, involving synthesis‐ and interpretation‐based assessment. The results demonstrate how most of the studies analyzed focus on the consumer perspective in terms of usage, share, and influence of social media on consumer decisions, and perceptions. The studies focusing on the firm's perspective centered not only on the usage of social media, but also on their implementation, optimization, and measurement...
Source: Psychology and Marketing - November 10, 2016 Category: Psychiatry & Psychology Authors: Helena Alves, Cristina Fernandes, M ário Raposo Tags: Research Article Source Type: research
The Role of Qualitative Research in Current Digital Social Media: Issues and Aspects —An Introduction
ABSTRACT
This paper introduces current research that focuses on the role of qualitative research in social media including the new ways of marketing promotion, participation, and interaction enabled by social media. The articles included in this special issue of Psychology & Marketing were selected from papers submitted to the 6th Global Innovation and Knowledge Academy (GIKA) conference held in March 2016 in Valencia, Spain. This paper provides a brief synthesis of the contributions of these articles to understanding social media's impact on the ability of organizations to better engage with and market to customers. (...
Source: Psychology and Marketing - November 10, 2016 Category: Psychiatry & Psychology Authors: Helena Martins Gon çalves, Andrea Rey‐Martí, Norat Roig‐Tierno, Morgan P. Miles Tags: Research Article Source Type: research
Issue Information
(Source: Psychology and Marketing)
Source: Psychology and Marketing - October 12, 2016 Category: Psychiatry & Psychology Tags: Issue Information Source Type: research
Online Review Helpfulness: Role of Qualitative Factors
This study proposes that if experienced reviewers give such extreme reviews, then consumers might still draw utility from these reviews. In other words, this study explains the moderating role of reviewer experience, which heuristically influences consumers’ trust of online reviews, thus making even too simplistic or extremely sentimental reviews helpful. (Source: Psychology and Marketing)
Source: Psychology and Marketing - October 11, 2016 Category: Psychiatry & Psychology Authors: Arpita Agnihotri, Saurabh Bhattacharya Tags: Research Article Source Type: research
A Comprehensive Typology of Prepurchase, External Information Searchers
ABSTRACT
Various studies in the information search literature in the past have uncovered differing sets of prepurchase external‐information search patterns exhibited by individuals. However, across all these studies there has been little consistency not only in these reported patterns, but also in the terminology used to describe each of them. This paper seeks to address this major gap in the literature. Based on an exhaustive review of the prior empirical literature on prepurchase information search patterns, for the first time in the literature, a comprehensive supertypology is proposed in this paper that accounts for ...
Source: Psychology and Marketing - October 11, 2016 Category: Psychiatry & Psychology Authors: Denver D'Rozario Tags: Research Article Source Type: research
Legacy Writing and the Consumption of Biographic Services
This study focuses on legacy writing and the development of the life‐history business (e.g., family ghostwriters and writing workshops). A theoretical model is proposed to study the underlying mental processes that lead the elderly to consume such services. This model was empirically tested on a sample of 392 individuals aged from 60 to 92 years. Results highlighted the following: the role of generativity and death preparation reminiscence on identity preservation issues in later life, the strong desire to contribute to collective memories (i.e., to reach people outside of the family circle), and the social nature of the...
Source: Psychology and Marketing - October 11, 2016 Category: Psychiatry & Psychology Authors: Samuel Guillemot, Bertrand Urien Tags: Research Article Source Type: research
