Using DEMATEL to Build Decision Model of Online Reputation Management for Improving the Services of Marketing

2016 ◽  
pp. 127-146
Author(s):  
Ashutosh Yadav ◽  
Anil Kumar ◽  
Manoj Kumar Dash
Keyword(s):  
Online Communication ◽  
Online Marketing ◽  
Reputation Management ◽  
Social Aspect ◽  
Online Retail ◽  
Online Retailers ◽  
Marketing Data ◽  
Online Reputation ◽  
Post Purchase ◽  
The Impact

Online Reputation Management (ORM) is very important factor for any company in online retail industry but very little amount of work has been done by the researchers in this context. Taking into consideration online reputation, reputation management, online communication, social aspect, online ranking, incentives and post purchase service, this study utilised DEMATEL (Decision-Making Trial and Evaluation Laboratory) build an Influence Network Relation Map (INRM) model of these Online Reputation Management's factors for improving the online services of marketing. Data is collected through structured questionnaire by survey of experts. The results showed that online reputation is the most important factors followed by reputation management and social aspect is least important according given experts' opinions. The study also found out the impact within the factors and divided all factors into two groups i.e. cause group and effect group. The output of the study can help online retailers to make their online marketing strategies more effective to target and segmentation their customers.

scholarly journals INTERNET MARKETING SOLUTIONS TRANSFORMATION DUE TO CHANGES IN CONSUMER'S PERCEPTION OF INFORMATION

2021 ◽  
Author(s):  
Igors Babics
Keyword(s):  
User Behavior ◽  
Online Communication ◽  
Marketing Research ◽  
Modern Society ◽  
Internet Marketing ◽  
Online Marketing ◽  
Scientific Article ◽  
Human Thinking ◽  
Internet User Behavior ◽  
The Impact

We have outlined the main aspects of the modern socio-economic space that have led to transformation not only in the business sector but also in human thinking. We have examined the aspects of the studied problem expressed in modern scientific works and explained the need for further study of changes in the thinking processes of consumers in the field of transformation of applied Internet marketing solutions for the requests of Internet users. We have analyzed the dynamics and trends of changes in Internet user behavior, thereby identifying the key aspects that should be taken into account when companies create online marketing strategies. We have proposed a list of steps to optimize the marketing strategy of the business in line with new realities.The relevance of the study is due to the social processes of modern society resulting in the tendency to transform consumers' thinking. COVID-19 and self-isolation have had an impact on this phenomenon, accelerating the massive changeover to online communication and online shopping.The goal of this article is to describe the results of a study of changes in consumer thinking in connection with the transformation of realities caused by the global pandemic.The scientific novelty of the study lies in highlighting the peculiarities of information perception by modern consumers associated with the global pandemic, and in substantiating the ways of transforming Internet marketing solutions for companies in an altered reality.The theoretical importance of the research lies in a better understanding of the reasons and features of the transformation of information perception by consumers in modern realities, as well as in the analysis of scientific works to study the impact of informatization and computerization on society thinking, which can be used to study this component in marketing research, including in online marketing. This is the practical value of this work.The practical value of the study lies in identifying the features of the transformation of the thinking of modern consumers through visitors to the website of Cita Lieta ltd. at ceanocosmetics.com.Like in any scientific article, this one has its research limitations. The author explores the transformation of consumer thinking change using the data from the website analytics of one company in a particular niche.

A Study on the Price Decisions of the Dual-Channel Composite Decision in B2C Mode

2014 ◽  
Vol 12 (4) ◽  
pp. 46-56 ◽  
Author(s):  
Haoxiong Yang ◽  
Wen Wang
Keyword(s):  
Marketing Channels ◽  
Online Marketing ◽  
Optimal Pricing ◽  
Pricing Strategies ◽  
Online Retail ◽  
Pricing Decisions ◽  
Dual Channel ◽  
Two Factors ◽  
The Subject ◽  
The Impact

This paper studies the subject of pricing decisions of online dual-channel based on hybrid decisions wherein a manufacturer introduces direct online marketing channels beyond the traditional online retail channels. The purpose is to study how to balance the interests of different online channels and maximize the overall efficiency of the channel. Having considered both online channels' satisfaction and the hidden costs of channel selection, by means of the demand function of both channels derived from a consumer utility and selection model, the author investigates the impacts of these two factors on the online dual-channel pricing decisions. This article also further analyzes the impact of changes in these two factors for manufacturers, retailers and channel' total revenue, with the purpose to provide decision-making reference for the enterprises' managers in the supply chain to develop optimal pricing strategies.

TripAdvisor and reputation: a case study of the hotel industry in Cyprus

2017 ◽  
Vol 12 (3) ◽  
pp. 316-334 ◽  
Author(s):  
Nicholas Nicoli ◽  
Evgenia Papadopoulou
Keyword(s):  
Social Media ◽  
Hotel Industry ◽  
Communication Strategy ◽  
Reputation Management ◽  
Annual Reports ◽  
Content Type ◽  
Online Reputation ◽  
The Impact ◽  
And Training

Purpose The purpose of this paper is to examine the significance of TripAdvisor on reputation within the hotel industry. TripAdvisor encapsulates key themes in establishing an online reputation strategy in an evolving digital landscape. Design/methodology/approach Through the use of an exploratory case study, data were gathered primarily by means of a series of expert interviews within the hotel industry in Cyprus, today a mature holiday destination in Europe. Further data collection included a document search of presentations, annual reports, past surveys and sales and marketing literature from the examined industry. Findings Hotel communication practitioners are fully aware of the impact of social media in managing reputation. Constant monitoring, prompt responses, training and transparency were identified as key factors. Online reputation management needs to be taken into consideration when designing a comprehensive integrated communication strategy. Research limitations/implications Congruence amongst interviewees in certain areas could be on account of the homogeneity of practitioners, of their background and training and of similar organisational cultures across the locale of study. This leads to limits in the generalisations from this study’s findings. Practical implications Encouragement and training of employees were amongst the primary suggestions that emerged. An internal and external environmental scan, recognising possible strengths, weaknesses, opportunities and threats, which could assist in the effective engagement and monitoring of the organisation’s online presence, were also suggested. Originality/value The uniqueness of the study lies in its exploration of reputation management of a well-known traveller’s platform by addressing social media content in both a proactive and reactive manner.

scholarly journals ONLINE REPUTATION CONCEPTUALIZATION

2020 ◽  
Vol 3 (1) ◽  
pp. 65-76
Author(s):  
Shiddiq Sugiono
Keyword(s):  
Reputation Management ◽  
The Internet ◽  
Sources Of Information ◽  
Literature Study ◽  
Online Activity ◽  
Main Medium ◽  
Information And Communication ◽  
Online Reputation ◽  
The Impact ◽  
Activity Strategy

The development of information and communication technology is considered to have expanded the concept of reputation in the online realm. This expansion has an urgency for further investigation because in this case the internet has become the main medium used to find various sources of information. The purpose of this study is to further conceptualize online reputation and map the variables that become the impact of this concept based on studies from various academic literature. This article is a literature study using systematic literature review techniques through a qualitative approach. Basically, online reputation is rooted in the concept of word of mouth, this is consistent with the organizational reputation management model that has been formulated previously. The availability of various information on the internet becomes a source for someone to determine the reputation of an object. Online reputation must be followed by management efforts so that the expected results of the online activity strategy can be obtained. The variables that are the impact of online reputation management include: verification of asymmetric information, building personal and product brands, building brand loyalty, building trust in conducting online transactions.

scholarly journals Study on Promoting Companies Specialized in the Production of Wine From IA§I County (Romania) by Implementing Online Marketing (Case Study)

2015 ◽  
Vol 47 (4) ◽  
pp. 123-132
Author(s):  
A. Chiran ◽  
Elena Gîndu ◽  
A. F. Jitareanu ◽  
Mădălina-Oana Apetre
Keyword(s):  
Rural Areas ◽  
Online Communication ◽  
Online Marketing ◽  
Internet Communication ◽  
Internet Users ◽  
Marketing Activities ◽  
Almost All ◽  
The Impact ◽  
A Company

Abstract Online promotion of wine products is a new but indispensable approach in all promotional activities initiated by companies and producers of wine, whereas there is a need for a greater focus on this specific market, not separated from the real one, but a new component, increasingly prevalent. The new market, where demand is getting bigger in our country and where consumers are becoming more and more faithful to this type of promotion, is the online environment, which generated, as a response from manufacturers and distributors in almost all food industry areas, online marketing. Promoting in the virtual environment follows the same stages of development as any promoting strategy from other environments of intersection with customers: initial research, market segmentation, setting goals, market positio-ning, marketing mix, implementation of the promotional campaign itself and the implementation and post implementation control. The key features of wine products online promoting is interactivity and socialization. Internet communication occurs in two directions, unlike traditional marketing, which is unidirectional. The other characteristic of virtual promotional methods - socialization characterizes the future of cyberspace. The research purpose is not to separate the new form of promotion of other forms of nonvirtual marketing activities, but to emphasize that online marketing is the component that should not be missing from any promotional cam-paign launched by a company. The research was based on information provided by the S.C. Cotnari S.A. Department of Marketing. In order to determine the characteristics of online communication and modern promoting trends, we analyzed the website and social media accounts of this wine producer, as well as news portals and blogs. Questionnaires were applied on a sample of 133 consumers, to analyze the impact on their use of online marketing. The studied sample consisted of consumers of wine and, most of them, Internet users, from urban or rural areas. Each questionnaire contained 16 questions, with a total of 63 variables, and aimed to compare the behavior of respondents towards online promotion activity of S.C. Cotnari S.A., Iaşi county.

scholarly journals Sentiment Analysis through Big Data in online Retail Industry: A Conceptual Quantitative Study on linkage of Big-Data and Assortment Proactive of Online Retailers

2020 ◽  
Vol 3 (2) ◽  
pp. 16
Author(s):  
Muhammad Faisal Sultan ◽  
Mehwish Jabeen ◽  
Muhammad Adeel Mannan
Keyword(s):  
Big Data ◽  
Sentiment Analysis ◽  
Recent Trend ◽  
Retail Sector ◽  
Online Retail ◽  
Online Retailers ◽  
Data Scientist ◽  
Online Stores ◽  
Quota Sampling ◽  
The Impact

Big-Data is the recent trend in data sciences prevailing all over the globe. The tool aids significantly in optimization of knowledge and has predominant use in optimization of knowledge and productivity. However, there is lack of understanding of concept and its application in Pakistan as indicated by Gallup Pakistan (2018) and stream of data is going to be doubled in two years’ time Tankard (2012). Therefore, there is a definite need of research which optimizes understanding associated with technology and its application from the context of Pakistan. Hence considering the application of big-data in retail sector this study aims to explore the impact of sentiment analysis through relating impact of big-data with effective assortment s of online stores. Although data has been collected from IT experts associated with online retail sector via quota sampling and SMART-PLS has been incorporated for the purpose of analysis. Results of the study highlights that big-data is perceived as the major tool for the betterment of assortment in online retail stores although data scientist and their applicability might diminish the impact of the use of big-data.

scholarly journals Messenger Marketing as a Direction of the Company Online Reputation Management (ORM)

2021 ◽  
pp. 115-126
Author(s):  
Mykola Maranchak
Keyword(s):  
Corporate Culture ◽  
Instant Messaging ◽  
Rapid Development ◽  
Empirical Method ◽  
Online Marketing ◽  
Reputation Management ◽  
Independent Direction ◽  
Tactical Decisions ◽  
Online Reputation ◽  
And Control

The article is devoted to the substantiation of messenger marketing as an independent direction and a specific tool in the management of the company’s online reputation (Online Reputation Management – ORM). On the basis of the empirical method of the included observation (five-year author’ experience of practical activity on online marketing), the analysis of professional materials on a research subject, studying of the content of official messengers’ blogs and features of messengers’ functioning, the expediency of messenger marketing separation has been justified, the concepts of “Messenger Reputation Management – MRM” and “Instant Messaging Reputation Management – IMRM” have been proposed. The basic possibilities and features of using messenger marketing as a practical tool to support and control the positive online reputation of the company, which in the context of the COVID-19 pandemic and the rapid development of social networks and messengers acquire new qualitative value in achieving performance, have been revealed. It was found out that the tools of the messenger marketing that can be used to monitor the situation, as well as to broadcast and moderate messages, including Hidden Marketing (HM), include working with voice rooms, with comments and feedback in channels, groups, and chats, use bots and chatbots, newsletters and even targeted advertising. It has been noticed that at present it is difficult to identify the optimal tools for solving the problems of marketing messenger in ORM, which necessitates additional research. At the same time, effective messenger marketing requires an appropriate corporate culture, built on the highest degree of freedom, trust, and responsibility, which allows the employee to independently and quickly make tactical decisions and respond to changes in the information field within the established competence.

Social Media and Online Reputation Management as Practice

2014 ◽  
Vol 10 (4) ◽  
pp. 49-64 ◽  
Author(s):  
Thomas Stenger
Keyword(s):  
Social Media ◽  
Online Communication ◽  
Consumer Participation ◽  
Field Analysis ◽  
Reputation Management ◽  
Social Crm ◽  
Qualitative Research Methodology ◽  
New Challenges ◽  
Online Reputation ◽  
Depth Interviews

Intensive consumer participation on social media has raised new challenges in terms of reputation management and CRM. This paper tackles the issue of online reputation management in the era of social media (SM). It explores the practices of SM managers using a qualitative research methodology based mainly on online observation and in-depth interviews with practitioners. It is not simply a case of stating what SM and online reputation management could or should be but of identifying what it is from within, from the field analysis of the discourse and practices of professionals. The analysis of the results reveals that online reputation management is organised around five main activities and SM managers have to play five roles relating to various issues and competences. It is also evident that online reputation management is at the interface of Internet monitoring, online communication and social CRM. Finally, companies are not considering social CRM as much as customers would like.

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