What is rogue marketing? An exploration of how hard seltzer sparked a social media phenomenon

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cortney L. Norris ◽  
D. Christopher Taylor ◽  
Scott Taylor Jr.
Keyword(s):  
Social Media ◽  
Behavioral Outcomes ◽  
Product Category ◽  
New Product ◽  
Viral Marketing ◽  
Future Research ◽  
Research Directions ◽  
Content Type ◽  
Future Research Directions ◽  
Marketing Messages

Purpose This study aims to introduce, explicate, offer a framework and provide future research directions for a phenomenon herein named rogue marketing. Rogue marketing is explored vis-à-vis a phenomenon that occurred over the summer of 2019 with a new product category, hard seltzers. It is proposed that rogue marketing occurs when an unaffiliated individual creates and posts an informal message about a brand on social media that becomes viral. Although the post is not funded or endorsed by the company that owns the brand, reaching viral status results in free and unexpected advertising (positive or negative). Design/methodology/approach Rogue marketing is first explored through a comparative analysis with company produced advertisements. Then, the company’s response to rogue marketing is gauged through both qualitative and quantitative data. The sample of 210 respondents was recruited from students enrolled in college hospitality courses and through posts made on social media. Findings Rogue marketing is found to be somewhat more compelling than company produced advertisements and those who found the rogue marketing message more compelling had stronger sentiments regarding the company’s response. Research limitations/implications This exploratory study of rogue marketing provides a conceptualization and starting framework for future research concerning this phenomenon. Originality/value Rogue marketing is a new phenomenon and is distinct from influencer marketing and viral marketing in its characteristics. Additionally, the company’s response to rogue marketing messages may influence behavioral outcomes.

Social media and consumer engagement: a review and research agenda

2016 ◽  
Vol 10 (4) ◽  
pp. 268-287 ◽  
Author(s):  
Victor Barger ◽  
James W. Peltier ◽  
Don E. Schultz
Keyword(s):  
Social Media ◽  
Recent Literature ◽  
Future Research ◽  
Consumer Engagement ◽  
Research Directions ◽  
Content Type ◽  
Future Research Directions ◽  
Antecedents And Consequences ◽  
Area Of Concern ◽  
Definition Of

Purpose In “Social media’s slippery slope: challenges, opportunities and future research directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to leverage consumer engagement into highly profitable relationships for both parties”. The purpose of this article is to continue this discussion by reviewing recent literature on consumer engagement and proposing a framework for future research. Design/methodology/approach The paper reviews the marketing literature on social media, paying particular attention to consumer engagement, which was identified as a primary area of concern in Schultz and Peltier (2013). Findings A significant amount of research has been conducted on consumer engagement since 2010. Lack of consensus on the definition of the construct has led to fragmentation in the discipline, however. As a result, research related to consumer engagement is often not identified as such, making it difficult for academics and practitioners to stay abreast of developments in this area. Originality/value This critical review provides marketing academics and practitioners insights into the antecedents and consequences of consumer engagement and offers a conceptual framework for future research.

Understanding the selfie phenomenon: current insights and future research directions

2016 ◽  
Vol 50 (9/10) ◽  
pp. 1773-1788 ◽  
Author(s):  
Weng Marc Lim
Keyword(s):  
Social Media ◽  
Future Research ◽  
Research Directions ◽  
Content Type ◽  
Marketing Performance ◽  
The Social ◽  
Future Research Directions ◽  
Marketing Tool ◽  
The Impact

Purpose This paper aims to define the conceptual boundary of the selfie and to discuss the role of the selfie in the social media marketplace. Design/methodology/approach This paper extensively reviews and draws themes from the extant literature on consumer identities in the social media marketplace to explain the selfie phenomenon and to identify potentially fruitful directions for further research. Findings Current insights into the selfie phenomenon can be understood from socio-historical, technological, social media, marketing and ethical perspectives. Research limitations/implications Despite the limitations of a general review (e.g. absence of empirical data and analysis), this paper identifies multiple avenues to extend existing lines of inquiry on the selfie phenomenon. Thus, this paper should encourage further research on the topic in the academic and scientific community. Practical implications The selfie can be used as a marketing tool to improve marketing performance and accomplish marketing-related goals. Originality/value This paper sheds light on how marketing academics and practitioners can better understand the impact of the selfie in the social media marketplace.

The effect of market orientation on new product development: a literature review

2017 ◽  
Vol 11 (4) ◽  
pp. 582-598 ◽  
Author(s):  
Yu Li ◽  
En Xie ◽  
Lulu Cheng
Keyword(s):  
Product Development ◽  
Market Orientation ◽  
New Product Development ◽  
New Product ◽  
Empirical Literature ◽  
Future Research ◽  
Research Directions ◽  
Content Type ◽  
Different Types ◽  
Future Research Directions

Purpose The effect of market orientation (MO) on new product development (NPD) has been widely discussed in recent research. This paper aims to summarize the theoretical and empirical literature in this field from 1990 to 2016. Design/methodology/approach A total of 89 papers were published in 15 top management journals over this period of nearly 30 years. Forty-one papers are identified as major research and recognized as five main streams by an approach of inductive. Findings Conclusions regarding trends in the literature on MO–NPD relationship and surfacing future research directions were drawn. Practical implications Managers can take a better understanding of the concept of MO. Moreover, they can find some approach to promote their firms’ NPD. Furthermore, they should keep in mind that MO’s effect on NPD may depend on different factors, and different types of MO may lead to different types of NPD. In addition, this paper provides researchers with systematic understanding of the literature in this area, and future research directions. Originality/value This is the novel paper to systematically review the literature on the effect of MO on NPD, and the first to classify the studies into five streams which provides clear directions for future research.

Social media engagement tactics in U.S. community policing: Potential privacy and security concerns

2020 ◽  
pp. 0032258X2096858
Author(s):  
Alexander E Carter ◽  
Mariea Hoy ◽  
Betsy Byrne DeSimone
Keyword(s):  
Social Media ◽  
Law Enforcement ◽  
Health Information ◽  
Community Policing ◽  
Future Research ◽  
Online Relationships ◽  
Privacy And Security ◽  
Research Directions ◽  
Personally Identifiable Information ◽  
Future Research Directions

Despite law enforcement’s best efforts to use social media as a means of community policing, some engagement tactics may lead citizens to disclose personally identifiable information (PII). We coded 200 tweets with the popular #9PMRoutine that tagged @PascoSheriff (Florida) for participant PII. We found numerous postings of adults’ and children’s PII that are problematic including pictures, health information and security-related comments about their routines or vacations. Implications for law enforcement to protect their communities are discussed as well as opportunities to continue to cultivate their online relationships in a more secure forum. We also provide future research directions.

Future research directions for sport education: toward an entrepreneurial learning approach

2018 ◽  
Vol 60 (5) ◽  
pp. 490-499 ◽  
Author(s):  
Vanessa Ratten ◽  
Paul Jones
Keyword(s):  
Academic Research ◽  
Interdisciplinary Approach ◽  
Entrepreneurship Education ◽  
Future Research ◽  
Learning Approach ◽  
Sport Education ◽  
Research Directions ◽  
Entrepreneurial Learning ◽  
Content Type ◽  
Future Research Directions

PurposeThe purpose of this paper is to introduce an entrepreneurial learning approach to the study of sport education in order to inform future research directions.Design/methodology/approachSport education needs to focus on how it can overcome existing barriers to bring a more interdisciplinary approach. This paper uses entrepreneurship education theory to explore the changes required in sport education provision to create a more relevant and conducive teaching environment.FindingsThe findings of this paper suggest that by bringing sport students into contact with entrepreneurship education, aids in the development of improved employability and social skills.Research limitations/implicationsIntroducing entrepreneurship education into sport will help the students develop learning initiatives that advance the scholarship of sport education within the university sector.Practical implicationsThe benefits of including entrepreneurship education in sport studies could be of interest to the directors of education wanting to increase student enrollments and interest in their courses.Originality/valueThe study suggests ways to offer more interdisciplinary courses and activities linking entrepreneurship education to sport. This needs to be taken into consideration as it will enable the development of sport entrepreneurship education that improves links between academic research with policy and business initiatives.

Process improvement project failure: a systematic literature review and future research agenda

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jiju Antony ◽  
Bart A. Lameijer ◽  
Hans P. Borgman ◽  
Kevin Linderman
Keyword(s):  
Literature Review ◽  
Process Improvement ◽  
Systematic Literature Review ◽  
Future Research ◽  
Research Directions ◽  
Improvement Project ◽  
Project Failure ◽  
Content Type ◽  
Future Research Directions ◽  
Research Propositions

Purpose Although scholars have considered the success factors of process improvement (PI) projects, limited research has considered the factors that influence failure. The purpose of this paper is to extend the understanding of PI project failure by systematically reviewing the research on generic project failure, and developing research propositions and future research directions specifically for PI projects. Design/methodology/approach A systematic literature review protocol resulted in a total of 97 research papers that are reviewed for contributions on project failure. Findings An inductive category formation process resulted in three categories of findings. The first category are the causes for project failure, the second category is about relatedness between failure factors and the third category is on failure mitigation strategies. For each category, propositions for future research on PI projects specifically are developed. Additional future research directions proposed lay in better understanding PI project failure as it unfolds (i.e. process studies vs cross-sectional), understanding PI project failure from a theoretical perspective and better understanding of PI project failure antecedents. Originality/value This paper takes a multi-disciplinary and project type approach, synthesizes the existing knowledge and reflects upon the developments in the field of research. Propositions and a framework for future research on PI project failure are presented.

scholarly journals Facing disruptive technologies: aligning purchasing maturity to contingencies

2019 ◽  
Vol 24 (1) ◽  
pp. 147-169 ◽  
Author(s):  
Britta Søgaard ◽  
Heather Dawn Skipworth ◽  
Michael Bourlakis ◽  
Carlos Mena ◽  
Richard Wilding
Keyword(s):  
Strategic Alignment ◽  
Future Research ◽  
Research Directions ◽  
Company Strategy ◽  
New Approach ◽  
Content Type ◽  
Disruptive Technologies ◽  
Future Research Directions ◽  
Exploratory Case Studies ◽  
Selection Of

PurposeThis paper aims to explore how purchasing could respond to disruptive technologies by examining the assumptions underlying purchasing strategic alignment and purchasing maturity through a contingency lens.Design/methodology/approachThis study uses a systematic review across purchasing maturity and purchasing strategic alignment literature. This is supplemented with exploratory case studies to include practitioners’ views.FindingsThis research demonstrates that neither purchasing maturity nor purchasing strategic alignment are suitable approaches to respond to disruptive technologies. Purchasing maturity does not allow purchasing managers to select relevant practices. It also shows no consideration of any contingencies, which practitioners highlight as important for the selection of practices. Purchasing strategic alignment includes the company strategy as a contingency but does not provide any practices to choose from. It does not include any other contextual contingencies considered important by practitioners. The findings indicate that linking the two research streams may provide a more suitable approach to responding to disruptive technologies.Research limitations/implicationsThis research demonstrates the requirement to develop a new approach to responding to disruptive technologies, by linking purchasing maturity and purchasing strategic alignment to contextual contingencies. This is a currently unexplored approach in academic literature, which refutes the generally accepted premise that higher maturity unilaterally supports a better positioning towards technological disruption. This research also highlights a requirement for practitioners to shift their approach to “best practices”.Originality/valueThis is the first research to systematically review the relationships between purchasing maturity and purchasing strategic alignment. It adds to contingency theory by suggesting that purchasing maturity models can support the achievement of strategic alignment. Also, future research directions are suggested to explore these relationships.

scholarly journals Hotel performance and research streams: a network cluster analysis

2018 ◽  
Vol 32 (2) ◽  
pp. 425-462 ◽  
Author(s):  
Ruggero Sainaghi ◽  
Rodolfo Baggio ◽  
Paul Phillips ◽  
Aurelio G. Mauri
Keyword(s):  
Network Analysis ◽  
Future Research ◽  
Research Directions ◽  
Content Type ◽  
Performance Reviews ◽  
Network Cluster ◽  
Hotel Performance ◽  
Network Modules ◽  
Future Research Directions ◽  
Analytical Research

Purpose This paper aims to provide a review of hotel performance within the hospitality and tourism research domain. The authors use network analysis to examine two research questions. The first relates to ascertaining general trends within the hotel performance literature, and the second focuses on identifying the salient streams and sub-topics. Design/methodology/approach Articles were selected according to three criteria: keywords, journals and year of publication. The analysis embraces 20 years (1996-2015). These choices assure a wide coverage of the literature. Using these three criteria, the sample includes 1,155 papers. For the analysis, the authors created a network of papers designated as nodes, and the citations among the papers as links. A network approach recognizes the internal structure of the network by identifying groups of nodes (papers) that are more densely connected between themselves than to other nodes within the network (modules, clusters or communities). Findings The authors found 761 papers that were “connected” studies within the network. By contrast, 34 per cent of the sample (394 papers) consists of “unconnected” studies. Excluding outliers, the net sample was 734 articles. The authors identify 14 clusters, which they break down into several sub-topics. The authors conclude by providing some conclusions regarding trends and future research directions. With regards to salient topics, cross-citation and network analysis provide a detailed picture of where the literature comes from and where it currently stands. Conclusions are articulated at the theoretical and empirical levels. Originality/value Compared with previous hotel performance reviews, the approach followed by this study enables the discovery of an analytical research map, which is able to identify both clusters and sub-topics populating each segment. Researchers are able to position their work and identify issues that are in growth and decline.

Research in urban logistics: a systematic literature review

2016 ◽  
Vol 46 (10) ◽  
pp. 908-931 ◽  
Author(s):  
Alexandra Lagorio ◽  
Roberto Pinto ◽  
Ruggero Golini
Keyword(s):  
Literature Review ◽  
Systematic Literature Review ◽  
Citation Network ◽  
Research Area ◽  
Future Research ◽  
Research Directions ◽  
Content Type ◽  
Citation Network Analysis ◽  
Continuous Progress ◽  
Future Research Directions

Purpose The last decades have witnessed an increased interest in urban logistics originating from both the research and the practitioners’ communities. Sustainable freight transports today are on the political, social and technological agenda of many actors operating in urban contexts. Due to the extent of the covered areas and the continuous progress in many fields, the resulting body of research on urban logistics appears quite fragmented. From an engineering management perspective, the purpose of this paper is to present a systematic literature review (SLR) that aims to consolidate the knowledge on urban logistics, analyse the development of the discipline, and provide future research directions. Design/methodology/approach The paper discusses the main evidence emerging from a SLR on urban logistics. The corpus resulting from the SLR has been used to perform a citation network analysis and a main path analysis that together underpin the identification of the most investigated topics and methodologies in the field. Findings Through the analysis of a corpus of 104 articles, the most important research contributions on urban logistics that represent the structural backbone in the development of the research over time in the field are detected. Based on these findings, this work identifies and discusses three areas of potential interest for future research. Originality/value This paper presents an SLR related to a research area in which the literature is extremely fragmented. The results provide insights about the research path, current trends and future research directions in the field of urban logistics.

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