Post-pandemic marketing: when the peripheral becomes the core

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jagdish N. Sheth
Keyword(s):  
Design Methodology ◽  
Transaction Cost Economics ◽  
Cost Effective ◽  
Interactive Marketing ◽  
Content Type ◽  
Digital Platforms ◽  
Customer Support ◽  
Support Organization ◽  
Conceptual Paper ◽  
The Impact

PurposeThe purpose of this paper is to articulate the impact of COVID-19 on marketing. It will shift from “physical first” to “digital first,” and from “selling to serving” the customers. This will impact all 4 Ps of marketing, as well as branding and innovation.Design/methodology/approachIt is a conceptual paper based on literature review. The underlying construct used is transaction cost economics (TCE).FindingsUsing TCE, the paper finds that both consumers and marketers are very willing to shift to e-commerce and digital platforms which are both convenient, as well as cost-effective. Also, customer support organization will become a strategic advantage in interactive marketing.Originality/valueThis is an original paper written specifically for the special issue on the post-pandemic shock.

The impact of Covid-19 on customer journeys: implications for interactive marketing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
P.K. Kannan ◽  
Gauri Kulkarni
Keyword(s):  
Design Methodology ◽  
Future Research ◽  
Interactive Marketing ◽  
Content Type ◽  
Product Categories ◽  
The Impact ◽  
Rapid Shift ◽  
The Way

PurposeThe Covid-19 pandemic and the related closures and lockdowns have changed how consumers shop for products and how they consume them. In this paper, the authors focus on how customers' journeys from the awareness stage down to purchase and loyalty stages have been impacted by the pandemic across different product categories and markets and how they affect the same post-pandemic. The authors propose directions for future research based on our analysis.Design/methodology/approachAnalyzing the components of customer utility, the authors provide the basis for the rapid shift towards online and digital touchpoints and the nature of emerging interactions between firms and consumers. The authors highlight those areas where changes could be permanent.FindingsThe authors show why some of the changes due to the Covid-19 pandemic could be permanent and irrevocable and what this implies for firms' strategies to acquire, retain, and grow their business with their customers.Originality/valueThe authors highlight why omnichannel strategies are the way for firms to thrive in the post-pandemic marketplace, and outline areas for future research that will allow researchers to examine how customer journeys will evolve post-pandemic.

Sponsees: the silent side of sponsorship research

2018 ◽  
Vol 36 (3) ◽  
pp. 396-408 ◽  
Author(s):  
Giulio Toscani ◽  
Gerard Prendergast
Keyword(s):  
Literature Review ◽  
Research Agenda ◽  
Design Methodology ◽  
Brand Image ◽  
Content Type ◽  
Conceptual Paper ◽  
Research Questions ◽  
The Impact ◽  
Practical Implications ◽  
Holistic Manner

PurposeTo date the vast majority of sponsorship research has focused on the perspective of sponsors. The purpose of this paper is to use this research to identify factors that sponsored institutions and organizations (sponsees) should be cognizant of before entering into a sponsorship arrangement, and to propose a research agenda based on these factors.Design/methodology/approachThe authors leverage sponsorship research that has been published in business journals with an impact factor above 0.5 (Reuters, 2015).FindingsThis paper argues that sponsees should be aware of the benefits that sponsorship brings to sponsors so that they can better appeal to potential sponsors. A sponsee also needs to be aware of the impact a sponsorship partnership may have on its own brand, image, and equity.Research limitations/implicationsThis is a conceptual paper grounded in the literature that aims to stimulate further research in the domain of sponsorship and provide deeper understanding for sponsees. Empirical research addressing the research questions posed is required.Practical implicationsIn a holistic manner, this literature review offers insights into factors that sponsees should consider before entering a sponsorship relationship.Originality/valuePrevious research in the sponsorship domain has focused primarily on dyadic sponsors. This paper considers sponsorship from the sponsee’s perspective.

Spiritual quotient towards organizational sustainability: the Islamic perspective

2017 ◽  
Vol 13 (2) ◽  
pp. 163-170 ◽  
Author(s):  
Sohail Akhtar ◽  
Mohd Anuar Arshad ◽  
Arshad Mahmood ◽  
Adeel Ahmed
Keyword(s):  
Design Methodology ◽  
Well Being ◽  
Future Research ◽  
Organizational Sustainability ◽  
Content Type ◽  
Spiritual Awareness ◽  
Islamic Perspective ◽  
Conceptual Paper ◽  
The Impact

Purpose The purpose of this paper is to explore the impact of spiritual quotient (SQ) on the organisational sustainability from the Islamic perspective. Till date, many organisations around the world are facing environmental, social and economic issues affecting their organisational sustainability. Design/methodology/approach The present paper is conceptual paper based on literature review on employee’s behavioural issues and role of SQ for organisational sustainability. Findings This present paper argues that SQ must be considered as the important factor for employee development in the organisation. It develops spiritual awareness among employees which enhances their productivity within the organisation. Furthermore, SQ is necessary means of identifying and harnessing deeper inner resources with the capacity to care for the well-being of the organisation and advance its development. Research limitations/implications The paper suggests SQ and its multi-dimensions with the implication for future research in organisational sustainability. Originality/value The paper discusses the development of the concept of SQ from the Islamic perspective.

scholarly journals Branding “Halal”: application of a certain religious emotion to attract a specific customer segment

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Md Sajjad Hosain
Keyword(s):  
Design Methodology ◽  
Cost Effective ◽  
Literature Survey ◽  
Market Segment ◽  
Content Type ◽  
Customer Segment ◽  
Food Market ◽  
Conceptual Paper ◽  
Islamic Values ◽  
Practical Implications

Purpose The main purpose of this conceptual paper is to identify and explain the technique of branding “Halal” as a marketing strategy to reach and capture a certain market segment (niche), particularly Muslims. Design/methodology/approach The approach of this paper is descriptive based on literature survey as well as the author’s own opinion, experience and judgment. Findings In many cases, particularly in food market, the term “Halal” is being used to attract the Muslim customers’ religious feelings rather than providing them cost-effective value products. Research limitations/implications The paper is expected to contribute to the theoretical base, as it focuses on the use of religious sentiments in marketing that is worth further research conduction. Practical implications The arguments of this paper can be used by the producers of “Halal” products in including certain features that might satisfy the demands of religious Muslims regarding food products. Social implications This paper can be contributive for the greater needs regarding societal and Islamic values. Originality/value This paper is one of the initial attempts to highlight the religious feelings to attract a specific market segment.

From liberation to control: understanding the selfie experience

2016 ◽  
Vol 50 (9/10) ◽  
pp. 1893-1902 ◽  
Author(s):  
Richard Kedzior ◽  
Douglas E. Allen
Keyword(s):  
Literature Review ◽  
Power Relations ◽  
Design Methodology ◽  
Levels Of Analysis ◽  
Scholarly Work ◽  
Content Type ◽  
Conceptual Paper ◽  
The Impact ◽  
Work Supports ◽  
Different Levels

Purpose This paper aims to serve as an integrative literature review that organizes the burgeoning literature and findings related to possible impacts of the selfie phenomenon on consumers. Design/methodology/approach This is a conceptual paper. Findings The current empirical scholarly work supports two conflicting perspectives on the impact of selfies: the selfie experience as a source of empowerment and the selfie as embodiment of societal control and expression of existing power-relations. While the two perspectives are seemingly discordant, in fact, they pertain to different levels of analysis – individual and social, respectively. Originality/value While the empowerment aspect of the selfie experience has been well-documented in existing literature, the mechanisms of control and disempowerment have remained underconceptualized. This research paper offers a framework which addresses this omission and theorizes ways in which the selfie phenomenon perpetuates societal control and maintains power-relations.

The prevalence, risks and associations of problematic cell phone use and sexting on mental health

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
David A. Scott ◽  
Katlyn McCormick ◽  
Kirby Smith ◽  
Emily Budlong ◽  
Alexandra Vitonis
Keyword(s):  
Mental Health ◽  
Health Risks ◽  
Cell Phone ◽  
Design Methodology ◽  
Cell Phones ◽  
Treatment Options ◽  
Content Type ◽  
Cell Phone Use ◽  
Conceptual Paper ◽  
The Impact

Purpose This paper aims to provide an examination of how cell phone use and sexting are impacting society and our mental health. Design/methodology/approach Mental health risks are becoming prominent in this worldwide epidemic affecting children, teens and adults. Cell phones are problematic because of their addictive nature and associations with adverse mental health consequences. Findings Because of the mental health implications, it is important to study the prevalence, risk factors, effects, associations and treatment options for excessive cell phone use, including sexting. Originality/value This conceptual paper explores the impact of cell phone use and sexting on our mental health.

Gangs and groups: the impact on therapeutic processes

2018 ◽  
Vol 39 (1) ◽  
pp. 50-58
Author(s):  
Geraldine Ann Akerman
Keyword(s):  
Design Methodology ◽  
Therapeutic Community ◽  
Research Paper ◽  
Gang Members ◽  
Discussion Paper ◽  
Content Type ◽  
Conceptual Paper ◽  
Therapeutic Processes ◽  
Conducting Research ◽  
The Impact

Purpose The purpose of this paper is to consider the impact having been in a gang has on being in a group in a democratic therapeutic community (DTC). In particular what characteristics attract (in this case) males to join a gang and or group, and what is the impact on a DTC of having former gang members in it. Design/methodology/approach The paper is a discussion paper considering the implications of the points raised above. It also includes results of research relating to the “Changing the Game” programme. Findings The findings result from experience of having worked in the environment, reviewing available literature, conducting research and having managed some of the issues raised. It is not a research paper but does present findings. Research limitations/implications This is a conceptual paper which incorporates findings from this author and others on the impact of gangs in a DTC. There is limited research in this area and so much is drawn from findings in other settings. Originality/value Little is written on the impact of having been in a gang and the dynamics that introduces in a forensic DTC. Therefore, it is hoped that it will encourage further research in this area.

scholarly journals Millennial cultural consumers: co-creating value through brand communities

2014 ◽  
Vol 4 (1/2) ◽  
pp. 119-135 ◽  
Author(s):  
Sue Vaux Halliday ◽  
Alexandra Astafyeva
Keyword(s):  
Design Methodology ◽  
Knowledge Development ◽  
Brand Community ◽  
Content Type ◽  
Brand Communities ◽  
Art And Culture ◽  
Managerial Implications ◽  
Community Theory ◽  
Conceptual Paper ◽  
Research Propositions

Purpose – The purpose of this paper is to conceptualise millennial cultural consumers (MCCs) to bring together strands of consumer theory with branding theory to consider how to attract and retain younger audiences in arts organisations. Within that the authors single out for attention how “brand community” theory might apply to MCCs. Design/methodology/approach – This paper is a conceptual paper that reviews and comments on concepts relevant to helping arts organisations develop strategies to attract and retain younger consumers in their audiences. Findings – Thoughtful conceptual insights and four research propositions for further work by academics and/or practitioners on Millennials and the art and culture world are derived from this review and commentary. Managerial implications are also drawn out. Originality/value – This paper contributes to the knowledge development of such concepts as value and brand communities. It also provides an explanation of these concepts conncecting academic thought on value with pressing management challenges for arts organisations, suggesting ways to apply brand community thinking to innovatiely conceptualised MCCs.

The effects of materialism on consumer evaluation of sustainable synthetic (lab-grown) products

2020 ◽  
Vol 37 (5) ◽  
pp. 579-590
Author(s):  
Jessica Keech ◽  
Maureen Morrin ◽  
Jeffrey Steven Podoshen
Keyword(s):  
Design Methodology ◽  
Socially Responsible ◽  
Content Type ◽  
Consumer Evaluation ◽  
Positioning Strategy ◽  
Consumer Markets ◽  
The Future ◽  
Promotion Strategies ◽  
Alternative Sources ◽  
The Impact

Purpose The increasing desire of consumers for socially responsible luxury products combined with fluctuating supplies in consumer markets are leading various industries to seek alternative sources to be able to meet the needs of its customers. One possible solution that may meet the demands of the future is lab-grown products. Because these products confer multiple benefits, this study aims to investigate the most effective ways to appeal to consumers by aligning the benefits of the products with their values as marketers seek to find effective promotion for these items. Design/methodology/approach We examine the effectiveness of an ethical positioning strategy for two types of luxury lab-grown (synthetic) products among high versus low materialism consumers in three experiments. Findings Findings suggest that a positioning strategy stressing product ethicality is more effective for low materialism consumers, whereas the strategy is less effective, and may even backfire, for high materialism consumers. The impact on social status consumers perceive from a lab-grown product explains why this effect occurs among low materialism consumers. Therefore, marketers should take caution and use specific appeals for different segments based on values such as consumers’ materialism levels. Originality/value If lab-grown products represent the wave of the future, it is important to understand how consumers will respond to this emerging technology and how promotion strategies may enhance their evaluation.

Embedding employability within higher education for the profession of policing

2019 ◽  
Vol 9 (3) ◽  
pp. 319-328
Author(s):  
Ian Pepper ◽  
Ruth McGrath
Keyword(s):  
Higher Education ◽  
Design Methodology ◽  
Research Study ◽  
Longitudinal Research ◽  
Evidence Base ◽  
Content Type ◽  
Educational Provision ◽  
Professional Body ◽  
The Impact ◽  
Practical Implications

Purpose The purpose of this paper is to evaluate the impact of an employability module, the College of Policing Certificate in Knowledge of Policing (CKP), on students’ career aspirations, their confidence and wish to join the police along with the appropriateness of the module. This will inform the implementation of employability as part of the College of Policing-managed Police Education Qualifications Framework (PEQF). Design/methodology/approach A three-year longitudinal research study used mixed methods across four points in time to evaluate the impact on students studying the employability module. Findings The research suggests that the employability-focussed CKP was useful as an introduction to policing, it developed interest in the police and enhanced the confidence of learners applying to join. Lessons learnt from the CKP should be considered during the implementation of the PEQF. Research limitations/implications The ability to generalise findings across different groups is limited as other influences may impact on a learner’s confidence and employability. However, the implications for the PEQF curriculum are worthy of consideration. Practical implications As the police service moves towards standardised higher educational provision and evolution of policing as a profession, lessons can be learnt from the CKP with regards to the future employability of graduates. Originality/value Enhancing the employability evidence base, focussing on policing, the research identified aspects which may impact on graduates completing a degree mapped to the PEQF. The research is therefore of value to higher education and the professional body for policing.

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