scholarly journals The perceived effectiveness of social couponing campaigns for hotels in Italy

2015 ◽  
Vol 27 (7) ◽  
pp. 1598-1617 ◽  
Author(s):  
Fabio Cassia ◽  
Francesca Magno ◽  
Marta Ugolini
Keyword(s):  
Design Methodology ◽  
Brand Awareness ◽  
Perceived Effectiveness ◽  
Content Type ◽  
Behavioral Loyalty ◽  
Marketing Resources ◽  
Marketing Tool ◽  
Hotel Managers ◽  
Demand Seasonality ◽  
Practical Implications

Purpose – The purpose of this paper is to analyze the effectiveness of social couponing campaigns for hotels. In particular, the perceived effectiveness related to four specific objectives is explored (acquiring and retaining new customers, building brand awareness, balancing seasonality and stimulating demand among existing customers). Design/methodology/approach – A questionnaire-based survey was conducted that involved 108 hotels, each of which has run at least one social couponing campaign through Groupon in Italy. The importance-performance approach was applied to analyze the data. Findings – Overall, the perceived effectiveness of social couponing for hotels is quite low. Social couponing is useful to increase brand awareness but does not encourage customer behavioral loyalty. Larger hotels can successfully use this marketing tool to balance demand seasonality. Research limitations/implications – The sample size is limited but includes approximately one-fourth of all Italian hotels that have run social coupon campaigns through Groupon. Only social couponing campaigns run through one daily deal site (Groupon) in one country (Italy) were considered. Practical implications – Social couponing is not perceived as equally effective for all hotels. This study provides hotel managers with suggestions for deciding whether to allocate a share of their marketing resources to social couponing. Originality/value – To the authors’ knowledge, this is the first paper to present field data to complement the available theoretical knowledge on social couponing for hotels.

Increasing consumer identification with a service company: key influencing factors

2016 ◽  
Vol 32 (11) ◽  
pp. 19-21
Keyword(s):  
Purchase Intention ◽  
Design Methodology ◽  
Marketing Manager ◽  
Content Type ◽  
Behavioral Loyalty ◽  
Pertinent Information ◽  
Meaningful Relationships ◽  
Company Identification ◽  
Positive Word Of Mouth ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Creating and strengthening meaningful relationships with the firm’s customers should be a top priority for any marketing manager. Greater positivity toward the organization and increased loyalty are among the rewards attainable for those willing to expend the effort. The magnitude of the issue has lead to growing attention on consumer-company identification. Core to this construct is the notion that people consider themselves to be psychologically connected to a particular firm. This perception of belongingness often leads to deeper relations and higher levels of commitment reflected in such as willingness to act as an advocate for the firm and spread positive word-of-mouth, lower vulnerability to negative information about the company, increased purchase intention and higher levels of both attitudinal and behavioral loyalty. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Product advertising and viral stealth marketing in online videos

2016 ◽  
Vol 68 (3) ◽  
pp. 250-264 ◽  
Author(s):  
Lars Michael Wendt ◽  
Joachim Griesbaum ◽  
Ralph Kölle
Keyword(s):  
Research Design ◽  
Design Methodology ◽  
Online Communication ◽  
Online Marketing ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Content Type ◽  
Online Videos ◽  
Brand Perception ◽  
Practical Implications

Purpose – In the context of social media marketing, so called viral stealth videos (VSVs) often attract as much or even more attention than videos that directly advertise products (product advertising video (PAV)). However, beyond this, the product or brand-related impact of such videos is not so clear. In this context, the purpose of this paper is to investigate brand perception of PAVs and VSVs in YouTube. Design/methodology/approach – The research design is based on an examination of comments of six VSVs and six PAVs on YouTube. Therefore, the content of 1,080 posts was analyzed to capture the topic, the attitude toward the video and the pragmatic intent of posts. Findings – Results indicate that there are strong differences with regard to users ' perception of the two analyzed video type segments. The content of VSVs is clearly recognized as positive more often than the content of PAVs. In contrast, only PAVs evoke substantial brand awareness but receive rather mixed results with regards to brand assessment. Research limitations/implications – As a whole, the study is widely descriptive and of explorative value. Nevertheless, the research design can be estimated as a first step to measure the brand-related impact of online videos. Ideally, the data generated in the investigation should be combined with traffic and conversion data of the brands’ websites to get an encompassing picture of the marketing related impact of the investigated online videos. Practical implications – Seen from a marketers’ perspective, one can recommend PAVs over VSVs as there are hardly any brand-related impacts of VSVs visible in online communication. PAVs are perceived less positively but they are able to evoke brand awareness at least. Originality/value – According to the authors’ knowledge this investigation is one of only a few studies that analyzes real online communication in the context of video-based online marketing.

An experimental study of the effect of packaging colour on children's evaluation of packaging and attitude towards the brand

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nora Bezaz ◽  
Mathieu Kacha
Keyword(s):  
Design Methodology ◽  
Food Product ◽  
Content Type ◽  
Point Of Sale ◽  
Product Categories ◽  
Healthy Diets ◽  
Marketing Tool ◽  
Age Features ◽  
Practical Implications ◽  
Additional Product

PurposeThis article aims to determine how packaging colour (hue, saturation and brightness) for a healthy food product might influence children's evaluation of the packaging and their attitude towards the brand.Design/methodology/approachAn experiment involving 157 children (7–12 years of age) features a within-subject, factorial design. The product selected for this experiment is an unknown brand of orange juice.FindingsEach colour dimension on packaging exerts an impact on children's evaluation of the packaging and attitude towards the brand. Therefore, the colour featured on packaging can be an effective lever for action to ensure and enhance children's healthy diets.Research limitations/implicationsFurther research should investigate these effects across additional product categories, brands and colours.Practical implicationsPackaging is an important marketing tool that influences children's evaluation of the packaging and attitude towards the brand, especially at the point of sale. To understand and exploit these packaging colour effects appropriately for healthy products, it is crucial to understand the effects of various packaging colour dimensions.Originality/valueLittle prior research has addressed the effects of packaging on children's responses, especially by accounting for multiple colour dimensions. Nor has extant research identified how packaging colour dimensions can affect children's evaluation and brand attitude. Especially in consideration of the growing problem of childhood obesity, it is important to give marketers effective ways to promote healthy products.

Influencer identification in Twitter networks of destination marketing organizations

2017 ◽  
Vol 8 (2) ◽  
pp. 205-219 ◽  
Author(s):  
Jane F. Bokunewicz ◽  
Jason Shulman
Keyword(s):  
Network Analysis ◽  
Design Methodology ◽  
Brand Awareness ◽  
Destination Marketing ◽  
Network Data ◽  
Strategic Partnerships ◽  
Content Type ◽  
Special Events ◽  
Us Cities ◽  
Practical Implications

Purpose Destination marketing organizations (DMOs) use Twitter to promote attractions and special events and to build brand awareness. Tweets of a DMO spread through a complex network of connected accounts. Some of these are more influential than others due to their position within the network. This paper aims to use a network analysis of 14 DMOs to identify the categories of influencers that have the greatest reach. Design/methodology/approach NodeXL was used to download and analyze network data from Twitter during July 2016 for a collection of DMOs promoting US cities. Accounts in the networks were ranked using several measures of relative influence such as the number of times the accounts mentioned/retweeted others or were mentioned in posts about the DMO. The most influential accounts in the network were identified and coded by category. Findings Media, promotional accounts and those of individuals were determined to be influential by each metric considered. Stakeholders such as hotels and restaurants occupy positions of low importance in the networks and generally do not capitalize on opportunities provided by the DMOs. Practical implications DMOs can seek out strategic partnerships with key influencers to maximize their effectiveness. Additionally, stakeholders can improve their Twitter presence by interacting with the DMOs and other influential accounts. Originality/value This paper identifies influencers that can aid in DMOs’ marketing campaigns. It also presents a methodology that can monitor the effectiveness of such campaigns, something absent in the current literature.

Networking as a marketing tool in small companies: a random and informal approach

2018 ◽  
Vol 39 (2) ◽  
pp. 47-55 ◽  
Author(s):  
Mário Franco
Keyword(s):  
Design Methodology ◽  
Qualitative Approach ◽  
Small Companies ◽  
Content Type ◽  
Market Opportunities ◽  
Marketing Activities ◽  
Marketing Tool ◽  
Exploratory Case Studies ◽  
Practical Implications ◽  
Informal Approach

Purpose The purpose of this paper is to identify and analyse the particularities of marketing in small and medium-sized enterprises (SME), to try to understand how networking can influence the marketing activities implemented in this firm segment. Design/methodology/approach For this purpose, the author decided on a qualitative approach and performed exploratory case studies of four SMEs in Portugal. Findings The results obtained show that the owners/managers of the SMEs studied here recognize the importance of marketing and networking, but have not yet implemented them in a structured way. In these SMEs, marketing is informal and reactive to market opportunities. Practical implications This study contributes to showing the importance of marketing in SMEs, providing more information and evidence about marketing in this firm sector, as well as about the owner/manager’s influence on the use of networking in marketing activities. Originality/value In spite of the opportunities associated with networking in SMEs, there is only limited empirical evidence of its importance in marketing activities. This holds particularly for the realm of SMEs.

scholarly journals Estimating the price range and the effect of price bundling strategies

2019 ◽  
Vol 29 (2) ◽  
pp. 166-181 ◽  
Author(s):  
Sérgio Dominique-Ferreira ◽  
Cristina Antunes
Keyword(s):  
Market Share ◽  
Design Methodology ◽  
Price Sensitivity ◽  
Content Type ◽  
Price Range ◽  
Price Bundling ◽  
Hotel Managers ◽  
The Impact ◽  
Practical Implications

Purpose The purpose of this paper is to investigate and identify the price sensitivity of consumers of three- and five-star hotels and to determine the impact of bundling strategies on consumers’ price sensitivity. Design/methodology/approach To calculate price sensitivity, authors apply the van Westendorp’s price sensitivity meter (PSM). To understand the impact of bundling strategies, univariate and bivariate techniques are applied. Findings PSM results reveal the optimal prices and the range of acceptable prices for three- and five-star hotel. The bundling strategy results reveal that five-star customers are less sensitive to mixed-leader bundling. Regarding mixed-joint bundling, managers could improve sales through bundling strategies if they selected an attractive service (e.g. restaurants). Practical implications Findings assist hotel managers to understand the different price sensitivities, according to the hotel typology. Managers can manage prices without the risk of losing market share or revenue. The results help managers in deciding which bundling strategies they can create, as well as the services to be included to achieve highest profitability. Originality/value No research to date to the best of the authors’ knowledge has attempted to understand and compare the role of bundling strategies in three- and five-stars hotels. Moreover, no research has attempted to measure and compare customers’ price sensitivity of three- and five-stars hotels.

Use of dynamic pricing strategies by Airbnb hosts

2018 ◽  
Vol 30 (1) ◽  
pp. 2-20 ◽  
Author(s):  
Chris Gibbs ◽  
Daniel Guttentag ◽  
Ulrike Gretzel ◽  
Lan Yao ◽  
Jym Morton
Keyword(s):  
Dynamic Pricing ◽  
Design Methodology ◽  
Sharing Economy ◽  
Host Factors ◽  
Pricing Strategies ◽  
High Demand ◽  
Content Type ◽  
Multiple Markets ◽  
Hotel Managers ◽  
Practical Implications

Purpose The purpose of this paper is to provide a comprehensive analysis of dynamic pricing by Airbnb hosts. Design/methodology/approach This study uses attribute and sales information from 39,837 Airbnb listings and hotel data from 1,025 hotels across five markets to test different hypotheses which explore the extent to which Airbnb hosts use dynamic pricing and how their pricing strategies compare to those of hotels. Findings Airbnb is a unique and complex platform in terms of dynamic pricing where hosts make limited use of dynamic pricing strategies, especially as compared to hotels. Notwithstanding their limited use, hosts who own listings in high-demand leisure markets, manage entire places, manage more listings and have more experience vary prices the most. Practical implications This study identified a great need for Airbnb to encourage dynamic pricing among its hosts, but also warned of the potential perils of dynamic pricing in the sharing economy context. The findings also demonstrated challenges for hotel managers interested in actionable information related to Airbnb as a competitor. Originality/value This is the first Airbnb study to use a comprehensive set of data over a continuous period in multiple markets to look at a number of listing and host factors and determine their relation with dynamic pricing strategies.

Improving brand equity

2015 ◽  
Vol 31 (10) ◽  
pp. 9-11
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Design Methodology ◽  
Reading Time ◽  
Brand Awareness ◽  
Brand Associations ◽  
Content Type ◽  
Pertinent Information ◽  
Quality Dimensions ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – A growing perception among many consumers is that brands and products are becoming increasingly more homogenous. Firms thus face an even greater challenge in the quest to make their offerings stand out from the crowd. Given the fiercely competitive landscape, the importance of brand equity cannot be overstated. High levels of equity indicate a strong brand that will be able to make its presence felt in the marketplace. Brand equity is often conceptualized as incorporating brand associations, brand loyalty, brand awareness and perceived quality dimensions. Brand associations are regarded as particularly influential. Consumers form these associations based on their knowledge and experience of the brand. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Managers’ reactions to customer vs coworker sexual harassment

2018 ◽  
Vol 30 (2) ◽  
pp. 1211-1227 ◽  
Author(s):  
Juan M. Madera ◽  
Priyanko Guchait ◽  
Mary Dawson
Keyword(s):  
Experimental Study ◽  
Sexual Harassment ◽  
Organizational Climate ◽  
Design Methodology ◽  
Well Being ◽  
Content Type ◽  
Educational Implications ◽  
Hotel Managers ◽  
Hospitality Managers ◽  
Practical Implications

Purpose The purpose of this paper is to examine how managers react to sexual harassment as a function of the harasser role that includes a customer as a source of harassment and an organization’s climate for sexual harassment. Design/methodology/approach Using an experiment with a 2 (harasser role: coworker or customer) × 2 (organizational climate of sexual harassment: tolerates or does not tolerate) between-subjects design, 162 hotel managers were randomly assigned to read one of four conditions. Findings Both the harasser role and organization’s climate for sexual harassment influenced the managers’ sexual harassment reactions, specifically whether they label the incident as sexual harassment and attribute responsibility to the organization. The managers’ gender was found to moderate these relationships. Practical implications The results underscore the importance of understanding reactions to sexual harassment because, regardless of who harasses (coworker or customer) and the organizational climate (tolerates or does not tolerate sexual harassment), sexual harassment of any form can be harmful for the well-being of hospitality employees. These results also provide educational implications. Originality/value This is the first known experimental study to examine how hospitality managers react to sexual harassment when the harasser role includes a customer versus a coworker. The results illustrate that the same sexually harassing behavior was perceived less negatively – in regard to both the labeling and attribution of organizational responsibility – when it was done by a customer than by a coworker.

The plan behind the scan: using QR codes as a service and marketing tool

2014 ◽  
Vol 31 (10) ◽  
pp. 17-19 ◽  
Author(s):  
Elizabeth Berndt-Morris ◽  
Kari Chrenka
Keyword(s):  
Design Methodology ◽  
Research University ◽  
New Technologies ◽  
Scan Statistics ◽  
Qr Codes ◽  
Content Type ◽  
Marketing Tool ◽  
One Year ◽  
Practical Implications ◽  
Large Research

Purpose – This paper aims to describe the approach of using quick response (QR) codes in a large US research university library. It describes the reasoning behind the numerous decisions that were made throughout the process. Design/methodology/approach – This project was carefully planned to keep detailed organized statistics, effective and clear signage and low expenditures. After one year, the patrons were surveyed regarding library QR use and those results were compared with scan statistics. Findings – This preliminary research into the use of QR codes in a large research library validates that the codes effectively demonstrate the Library’s willingness to reach patrons in innovative ways. It also confirmed the need to promote the usefulness of scanning the codes. Practical implications – Some patrons stated they did not own a smartphone or have an application (app) on their phone that could scan QR codes; therefore, alternate methods of accessing the information should be provided. Social implications – The survey established that not all patrons recognize what QR codes are by name and/or by function, and libraries should recognize this need for education when imploring new technologies. Originality/value – This paper looks at the opportunities provided to libraries through the use of QR codes, including the benefits of using them as a point of need service tool and marketing device.

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