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1 – 10 of 125Edward C. Malthouse, Alexander Buoye, Nathaniel Line, Dahlia El-Manstrly, Tarik Dogru and Jay Kandampully
The purpose of this paper is to assess the role of platforms in diffusing data value across multiple stakeholders.
Abstract
Purpose
The purpose of this paper is to assess the role of platforms in diffusing data value across multiple stakeholders.
Design/methodology/approach
Seminal theoretical and managerial work has been critically examined in order to justify the need for improving/extending the contemporary understanding of the data value creation process.
Findings
The results suggest that existing frameworks and conceptualizations of reciprocal data value provide incomplete understanding of the role of platforms in data value diffusion.
Research limitations/implications
This paper provides service researchers with a better understanding of the role of platforms in data value diffusion. Future research can develop and validate new frameworks that reflect the proposed extended/improved view of data value creation.
Practical implications
Service and hospitality managers will be able to more effectively manage the role of platforms in data value diffusion. Specifically, this paper proposes that, in order for data to become a source of competitive advantage, there must be a symbiotic relationship among all the stakeholders of the data ecosystem.
Originality/value
The authors discuss how data creates value for different stakeholders in the hospitality industry.
Details
Keywords
Dušan Barac, Vanjica Ratkovic-Živanovic, Milica Labus, Suzana Milinovic and Aleksandra Labus
This paper aims to discuss relationship management in business-to-business (B2B) ecosystem of electronic media. The goal of this research is twofold. First, the goal is to…
Abstract
Purpose
This paper aims to discuss relationship management in business-to-business (B2B) ecosystem of electronic media. The goal of this research is twofold. First, the goal is to understand and model the impact of customer relationship management technology adoption on B2B relationships. Second, the authors investigated how trends in e-business and partner relationship management (PRM) affect partner relationship quality in public broadcasting.
Design/methodology/approach
This study deals with the impact that relationship capability, relationship fulfillment, operational PRM, analytical PRM, social PRM and readiness to adopt new e-business models produce on relationship quality of a public broadcaster. The research was conducted on a testing sample of 78 participants. All the participants were representatives of the Serbian public broadcaster’s business partners.
Findings
Results revealed that relationship capability, analytical and social PRM have a significant impact on relationship quality. In addition to this, the survey suggested that activities such as organizing social events, developing new services, personalization and tailoring of services could improve PRM outcomes.
Practical implications
The results aim to help practitioners to enhance their relationships with stakeholders and maximize the total outcomes of those relationships. Specifically, managers and practitioners doing business in the field of electronic media could benefit from the presented results.
Originality/value
Significance of the paper is reflected in the fact that it analyzes innovative concepts and technologies. Conclusions and recommendations put forward in the paper could serve as a good basis and framework for other public broadcasters, particularly for those from the developing countries.
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María Sicilia, Mariola Palazón and Manuela López
Brand pages are a very popular tool for companies to communicate with consumers in SNSs. Although brand pages could be considered virtual brand communities, they differ in several…
Abstract
Purpose
Brand pages are a very popular tool for companies to communicate with consumers in SNSs. Although brand pages could be considered virtual brand communities, they differ in several aspects. Thus, this chapter reviews the literature on brand pages attending to the main differences with other virtual communities, the motivations to join brand pages and its consequences for consumers and brands.
Methodology/approach
The studies reviewed have allowed us to identify the main characteristics of brand pages as a communication tool, as well as the definition of an important research agenda for this topic.
Findings
We have identified the main unique aspects that characterize brand pages as a virtual brand community. The motivations to become members of brand pages are analyzed as well as the positive consequences of these pages on the marketing variables. We also identified the research needs on brand pages.
Social implications
This chapter can be useful to both, marketers, by showing them how brand pages work and what motivate consumers to join it; and researchers, by showing them the main gaps on brand pages that should be addressed in future studies.
Originality/value
This chapter highlights the role of brand pages as a communication tool. It constitutes an attempt to review the literature and organize knowledge on brand pages. The characteristics of brand pages and virtual brand communities, the motivations to participate, the consequences for the brand and an important research agenda are developed.
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Keywords
Catherine Demangeot and Amanda J. Broderick
A customer’s visit to a retail website is a critical “moment of truth” during which contemporary retailers attempt to simultaneously, during a single web navigation, capture…
Abstract
Purpose
A customer’s visit to a retail website is a critical “moment of truth” during which contemporary retailers attempt to simultaneously, during a single web navigation, capture customers’ attention, build rapport, and prompt them to act. By showing how to capture customer commitment over the course of a single website visit, the concept of customer website engagement, defined as “the process of developing cognitive, affective and behavioural commitment to an active relationship with the website”, addresses strategic concerns. Drawing from literature on engagement, the purpose of this paper is to consider how retail websites can engage customers during the course of a website navigation. A conceptual model of website customer engagement underpinned by relationship marketing and communication knowledge, shows how perceptions of the website’s exploration and sense-making potential can activate consumer engagement, and is then empirically tested.
Design/methodology/approach
Using survey data, measures of the four dimensions of engagement (interaction engagement, activity engagement, behavioural engagement, and communication engagement) and of three drivers are developed and validated. The model is tested empirically (n=301) using structural equation modelling.
Findings
The results support the process conceptualisation of engagement, which identifies organismic as well as conative stages, and show the distinct roles played by perceptions of informational exploration, experiential exploration and sense-making in activating engagement.
Practical implications
The study provides online retailing practice with an organising framework enabling online retailing managers to consider how, depending on their product category and their size, they might (re)design their website to optimally produce customer engagement.
Originality/value
The study contributes to online marketing and retailing knowledge by showing the relevance of the concept of engagement as it pertains to customers’ single navigations on retail websites, and by empirically showing, through a parsimonious model, how engagement can be activated and unfold.
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