B2B digital content marketing in uncertain situations: a systematic review

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shahrzad Yaghtin ◽  
Hossein Safarzadeh ◽  
Mehdi Karimi Zand
Keyword(s):  
Systematic Review ◽  
Design Methodology ◽  
Emotional Awareness ◽  
Digital Content ◽  
Scientific Article ◽  
Content Type ◽  
Integrative Framework ◽  
Business To Business ◽  
Content Marketing ◽  
Valuable Content

Purpose Despite the significant potential of digital content marketing (DCM) to establish public and professional awareness, especially in uncertain situations, no previous research has investigated how to plan business-to-business DCM to help firms and society get through a crisis. Thus, this study aims to offer an integrative framework for providing valuable information for managing uncertainty, particularly during the pandemic crisis. Design/methodology/approach Through the lens of business awareness, this research explores relevant content types that can help firms and society get through the pandemic crisis. For this, the systematic review of 52 articles appearing in publication outlets for more than one decade (2010 to 2021) was conducted. Findings Based on the findings from the literature review, this paper identified two main categories of valuable content types for firms and society during the pandemic, namely, business-centered content types to enhance industrial environment awareness and human-centered content types to raise emotional awareness during the pandemic crisis. Originality/value To the best of the authors’ knowledge, this research delivers the first scientific article that focuses on presenting an integrative framework for providing valuable content types helping firms and society to manage uncertainty.

Digital content creation: an emerging role for librarians

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Omorodion Okuonghae
Keyword(s):  
Design Methodology ◽  
Industrial Revolution ◽  
Information Services ◽  
Digital Content ◽  
User Engagement ◽  
Content Type ◽  
Content Creation ◽  
High User ◽  
Fourth Industrial Revolution ◽  
Content Marketing

Purpose The increasing importance of digital content creation in relation to content marketing and promotion of library and information services in the Fourth Industrial Revolution (4IR) has attracted global attention. Thus, the purpose of this study is to theoretically examine librarians’ role in the creation of digital content in the 4IR. Design/methodology/approach This study used the review method to theoretically examine the nexus between digital content creation and librarians’ role in the 4IR. Findings This study showed that librarians are well positioned to become professional digital content creation, as they already possess the basic skills needed to create effective content for high user engagement. Originality/value This study seeks to pioneer a new area of focus by linking librarians’ skills to digital content creation skills and making a case for librarians as the perfect digital content creator.

Somewhat pushy but effective: the role of value-laden social media digital content marketing (VSM-DCM) for search and experience products

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ernest Emeka Izogo ◽  
Mercy Mpinganjira
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Brand Attitude ◽  
Product Type ◽  
Digital Content ◽  
Content Type ◽  
Subject Design ◽  
Content Marketing

PurposeMarketer-generated value-laden social media digital content marketing (VSM-DCM) relates to content that is neither too “pushy” nor too “pully.” On the foundation of media engagement, motivation- and attitude-based theories, this study rationalizes and investigates the mechanism that underlies the effect of VSM-DCM on electronic word-of-mouth (eWOM) intention.Design/methodology/approachThe authors devised a 2 (product type: search vs. experience) × 3 (VSM-DCM: utilitarian vs. hedonic vs. utilitarian + hedonic) between-subject design (N = 360) after three pre-tests (N = 223).FindingsThe authors show that VSM-DCM formats are effective in enhancing brand attitude and eWOM intention for different products. Specifically, market-generated VSM-DCM that simultaneously embeds utilitarian and hedonic values is the most effective for optimizing brand attitude and eWOM intention in both search and experience product contexts. The effect of VSM-DCM formats on eWOM intention is mediated by brand attitude, while product type (search vs. experience) moderates this indirect effect.Originality/valueThis paper breaks new ground by highlighting the relevance of marketer-generated VSM-DCM in the DCM context and by illustrating the mechanism through which it leads to consumers’ intention to engage in eWOM. In so doing, it contributes to the debate on DCM implementation and the contextual factors that moderate the optimization of DCM outcomes.

scholarly journals Business to business digital content marketing: marketers’ perceptions of best practice

2014 ◽  
Vol 8 (4) ◽  
pp. 269-293 ◽  
Author(s):  
Geraint Holliman ◽  
Jennifer Rowley
Keyword(s):  
Information Needs ◽  
Good Practice ◽  
Digital Content ◽  
Structured Interviews ◽  
Theoretical Understanding ◽  
Content Type ◽  
Inbound Marketing ◽  
Business To Business ◽  
Content Marketing

Purpose – This paper aims to draw attention to the emerging phenomenon of business to business (B2B) digital content marketing, offers a range of insights and reflections on good practice and contributes to theoretical understanding of the role of digital content in marketing. B2B digital content marketing is an inbound marketing technique and hence offers a solution to the declining effectiveness of traditional interruptive marketing techniques. Design/methodology/approach – Semi-structured interviews were conducted with 15 key informants involved in B2B content marketing in the USA, UK and France, in five industry sectors. Findings – B2B digital content marketing is an inbound marketing technique, effected through web page, social media and value-add content, and is perceived to be a useful tool for achieving and sustaining trusted brand status. Creating content that is valuable to B2B audiences requires brands to take a “publishing” approach, which involves developing an understanding of the audience’s information needs, and their purchase consideration cycle. Valuable content is described as being useful, relevant, compelling and timely. Content marketing requires a cultural change from “selling” to “helping”, which in turn requires different marketing objectives, tactics, metrics and skills to those associated with more traditional marketing approaches. The article concludes with a theoretical discussion on the role of digital content in marketing, thereby contextualising the findings from this study within a broader exploration of the role of digital content in marketing and relational exchanges. Originality/value – As the first research study to explore the use of digital content marketing in B2B contexts, this research positions digital content marketing with regard to prior theory, and provides both an agenda for further research, and suggestions for practice.

Reading in the age of digital distraction

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ziming Liu
Keyword(s):  
College Students ◽  
Design Methodology ◽  
Female Students ◽  
Digital Content ◽  
Future Research ◽  
Common Phenomenon ◽  
Digital Environment ◽  
Digital Reading ◽  
Content Type ◽  
Screen Reading

PurposeDigital distraction is a common phenomenon in e-reading contexts, and it is worth exploring in depth from the perspectives of information (digital content), users (readers) and technology (digital reading medium). Since screen reading has close links with multitasking and potential distraction, any investigation of reading in the digital environment must factor in this reality. This paper aims to investigate the extent and effects of digital distraction while reading on screens. Special emphases go to exploring multitasking while reading.Design/methodology/approachSurvey and analysis methods are employed.FindingsThe extent of digital distraction among college students it found is alarming. All the top four sources of distraction are communication-based activities. Female students tend to concentrate more than males when they read on screens. An overwhelming majority of participants choose to read in print to reduce distractions and to concentrate effectively. Screen reading is inherently distracting, primarily due to multitasking. It appears that repeated multitasking during academic endeavors carries substantial costs.Originality/valueImplications of digital distraction are discussed, and directions of future research are suggested.

scholarly journals Resource integration for co-creation between marketing agencies and clients

2018 ◽  
Vol 52 (5/6) ◽  
pp. 1329-1354 ◽  
Author(s):  
Tim Hughes ◽  
Mario Vafeas ◽  
Toni Hilton
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Resource Integration ◽  
Marketing Theory ◽  
Content Type ◽  
Integration Approach ◽  
Resource Enhancement ◽  
Operant Resources ◽  
Business To Business ◽  
Practical Implications

Purpose Resource integration is a central idea within service-dominant logic (S-D logic), but there has been little scholarly research on this aspect of theory. This paper aims to explore resource integration between marketing agencies and their clients. Design/methodology/approach In total, nine case studies have been developed using a dyadic approach of interviewing clients and members of their agency teams. This is followed-up with presentations and workshops with over 200 practitioners who validated the findings and added new perspectives. Findings The key operant resources in the client/agency context have been identified. The ways the operant resources of the actors developed during the course of resource integration, building potential resources for future co-creation are shown. The differing perspectives of the actors to each other’s contribution are highlighted. Research limitations/implications This study suggests that resource enhancement and development, as a result of integration, is important. For agency/client research, resource integration and development brings new perspectives complementing existing relationship approaches to research. The findings have implications for relationship marketing theory across business-to-business (B2B) contexts. Practical implications The findings suggest a resource integration approach that could be jointly addressed between agency and client in improving the way they work together. The discourse of co-creation suggests a way for them to talk about how to work together effectively. Suggestions are made for teaching. Originality/value This study develops the S-D logic theory through exploring resource enhancement and development in a B2B co-creation context. The dyadic nature of the research is novel in studying how marketing agencies and clients work together and new perspectives emerge from the approach.

Sport in business studies: a state-of-the-art literature review

2018 ◽  
Vol 8 (5) ◽  
pp. 529-546
Author(s):  
Christofer Laurell ◽  
Sten Soderman
Keyword(s):  
Systematic Review ◽  
Literature Review ◽  
Marketing Strategy ◽  
Design Methodology ◽  
State Of The Art ◽  
Future Research ◽  
Content Type ◽  
Business Studies ◽  
Current State ◽  
State Of Research

PurposeThe purpose of this paper is to provide a systematic review of articles on sport published in leading business studies journals within marketing, organisational studies and strategy.Design/methodology/approachBased on a review of 38 identified articles within the subfields of marketing, strategy and organisation studies published between 2000 and 2015, the articles’ topical, theoretical and methodological orientation within the studied subfields were analysed followed by a cross-subfield analysis.FindingsThe authors identify considerable differences in topical, theoretical and methodological orientation among the studied subfields’ associated articles. Overall, the authors also find that articles across all subfields tend to be focussed on contributing to mature theory, even though the subfield of marketing in particular exhibits contributions to nascent theory in contrast to organisation studies and strategy.Originality/valueThis paper contributes by illustrating the current state of research that is devoted or related to the phenomenon of sport within three subfields in business studies. Furthermore, the authors discuss the role played by leading business studies journalsvis-à-vissport sector-specific journals and offer avenues for future research.

Proposing micro-macro HRM strategies to overcome challenges of workforce diversity and deviance in ASEAN

2018 ◽  
Vol 37 (1) ◽  
pp. 6-26 ◽  
Author(s):  
Pooja Malik ◽  
Usha Lenka ◽  
Debashish Kumar Sahoo
Keyword(s):  
Systematic Review ◽  
Conceptual Framework ◽  
Design Methodology ◽  
Southeast Asian ◽  
Workplace Deviance ◽  
Workforce Diversity ◽  
Review Of Literature ◽  
Content Type ◽  
Proposed Model ◽  
Key Word

Purpose The purpose of this paper is to propose a conceptual framework associating globalization, workforce diversity, and deviance and suggest micro-macro HRM strategies to overcome challenges associated with the workforce diversity and workplace deviance. Design/methodology/approach A systematic review of literature of past 25 years was carried out with the key word “globalization, workforce diversity, and deviance” from several electronic databases. Findings Findings propose micro-macro HRM strategies to be adopted by HR practitioners in Association of Southeast Asian Nations (ASEAN) organizations to manage workforce diversity and deviance in the age of globalization. Research limitations/implications The challenges due to workforce diversity may get worse because ASEAN is more incongruent in terms of phases of economic, social, cultural, and political advancement. Therefore, proposed model can be tested and compared in different ASEAN organizations. Originality/value There is a dearth of literature associating globalization, workforce diversity, and deviance. This paper bridges this gap by proposing a conceptual framework in the ASEAN context and suggests micro-macro HRM strategies to be adopted by HRM practitioners to overcome associated challenges with workforce diversity and deviance.

The relationship between work engagement and workaholism: a systematic review and meta-analysis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yunsoo Lee ◽  
Jae Young Lee ◽  
Jin Lee
Keyword(s):  
Systematic Review ◽  
Work Engagement ◽  
Design Methodology ◽  
Meta Analysis ◽  
Future Research ◽  
Content Type ◽  
Extant Literature ◽  
Heavy Work ◽  
Person Centered Approach ◽  
The Relationship

Purpose The purpose of this study is to clarify the relationship between two sub-constructs of heavy work investment: work engagement and workaholism. Design/methodology/approach The authors conducted a systematic review and meta-analysis to synthesize and critically assess existing research on the relationship between these concepts. Findings The review revealed three major shortcomings of the extant literature: a dichotomous perspective, variations in measurements and the unaddressed complexity of the relationship. Originality/value Based on these findings, this study provides a discussion on the limitations and suggestions for future research on work engagement and workaholism, including using a person-centered approach.

Role of breakfast in hotel selection: systematic review

2019 ◽  
Vol 13 (2) ◽  
pp. 204-217
Author(s):  
Fernanda Leite-Pereira ◽  
Filipa Brandao ◽  
Rui Costa
Keyword(s):  
Systematic Review ◽  
Design Methodology ◽  
Systematic Approach ◽  
Web Of Science ◽  
Relative Role ◽  
Apparent Contradiction ◽  
Content Type ◽  
Isi Web Of Science ◽  
Relevant Factors

Purpose Diverse factors may influence travelers when choosing a hotel. Even though breakfast is often commented on in hotel and booking sites, its relative role in hotel selection is rarely studied. This paper aims to determine which attributes clients consider essential regarding the option towards a hotel and their hierarchy namely of breakfast. Design/methodology/approach A systematic review was performed in Scopus, ISI-Web of Science and Google Scholar, including relevant original manuscripts published in all languages between 1998 and 2018. Findings Out of 337 initial references, 25 manuscripts were included. Features related to facilities and services were considered in most manuscripts with 21 and 20 citations, respectively, as being the more relevant factors in hotel selection. Room and accommodation were ranked first as the most important characteristic regarding the option for a hotel, whereas breakfast was only referred to in two articles, published in 2015 and 2017, rated in the tenth and fourth positions, respectively. Research limitations/implications Breakfast seems to be addressed in recent published manuscripts, what may reflect a trend toward its evaluation in travelling experiences. More studies should address the relevance of breakfast and food to (diverse type of) costumers, and managers should also consider these factors when advertising their hotels. Originality/value To the best of the authors’ knowledge, this is the first systematic approach to this question, emphasizing the apparent contradiction of breakfast being often cited in booking sites and not adequately studied in tourism research.

scholarly journals Where do we go from here? The future of B2B governance research

2019 ◽  
Vol 35 (4) ◽  
pp. 623-627
Author(s):  
Kenneth Henning Wathne ◽  
Øystein D. Fjeldstad
Keyword(s):  
Value Creation ◽  
Value Chain ◽  
Design Methodology ◽  
Institutional Environment ◽  
Value Chains ◽  
Exchange Relationships ◽  
Content Type ◽  
B2b Relationships ◽  
Business To Business ◽  
Future Business

Purpose This paper aims to identify promising areas for future business to business (B2B) governance research. Design/methodology/approach This paper uses a theoretical approach. Findings Most governance research in marketing is conducted within the context of value chains (Porter 1985). There are great opportunities for governance researchers in marketing to improve the understanding of B2B relationships in problem solving and networking services. Moreover, rapid innovations taking place in networking services are changing the institutional environment across all forms of value creation. This in turn impacts how the nature and governance of relationships in the broader economy are understood. Originality/value The literature on B2B relationship governance is primarily rooted in one particular form of value creation, namely, the “value chain” (Porter, 1985). The authors examine whether the current conceptualization of B2B relationship governance is equally applicable for firms that have a different value creation logic and therefore engage in exchange relationships that differ in their object of exchange.

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