The Impact of the Internet on Marketing Strategy

2010 ◽  
Vol 6 (4) ◽  
pp. 38-51 ◽  
Author(s):  
Kaan Varnali
Keyword(s):  
Marketing Strategy ◽  
Empirical Research ◽  
Marketing Communications ◽  
Future Research ◽  
The Internet ◽  
Cultural Environment ◽  
Market Experience ◽  
Conceptual Paper ◽  
The Impact

This conceptual paper revisits and reviews early milestone literature of influential authors, who discuss the impact of the Internet on major forces that shape a company’s marketing strategy to assess whether their futurist predictions and conceptual claims turned out to be true or were later falsified by empirical research or market experience. In particular, the impact of the Internet on customers, design of products/services, pricing, marketing communications, intermediaries, publics, and social/cultural environment is explored. Throughout the paper, related under-researched and unsettled areas are discussed and future research avenues are suggested.

The Impact of the Internet on Marketing Strategy

2011 ◽  
pp. 189-203
Author(s):  
Kaan Varnali
Keyword(s):  
Marketing Strategy ◽  
Empirical Research ◽  
Marketing Communications ◽  
Future Research ◽  
The Internet ◽  
Cultural Environment ◽  
Market Experience ◽  
Conceptual Paper ◽  
The Impact

This conceptual paper revisits and reviews early milestone literature of influential authors, who discuss the impact of the Internet on major forces that shape a company’s marketing strategy to assess whether their futurist predictions and conceptual claims turned out to be true or were later falsified by empirical research or market experience. In particular, the impact of the Internet on customers, design of products/services, pricing, marketing communications, intermediaries, publics, and social/cultural environment is explored. Throughout the paper, related under-researched and unsettled areas are discussed and future research avenues are suggested.

Pengaruh Lintas Budaya Pada Pemasaran Internasional Dengan Pendekatan Perilaku Konsumen

2017 ◽  
Vol 1 (2) ◽  
pp. 168-176
Author(s):  
Endy Gunanto ◽  
Yenni Kurnia Gusti
Keyword(s):  
Consumer Behavior ◽  
Marketing Strategy ◽  
Consumer Culture ◽  
International Organization ◽  
Future Research ◽  
Special Issue ◽  
Cross Culture ◽  
Several Variables ◽  
Cultural Orientations ◽  
The Impact

In this article we present a conceptual of the effect of cross culture on consumer behavior incorporating the impact of globalization. This conceptual idea shows that culture inûuences various domains of consumer behavior directly as well as through international organization to implement marketing strategy. The conceptual identify several factors such as norm and value in the community, several variables and also depicts the impact of other environmental factors and marketing strategy elements on consumer behavior. We also identify categories of consumer culture orientation resulting from globalization. Highlights of each of the several other articles included in this special issue in Asia region. We conclude with the contributions of the articles in terms of the consumer cultural orientations and identify directions for future research.

Citizen Deliberation Online

2019 ◽  
pp. 689-712
Author(s):  
Patrícia Rossini ◽  
Jennifer Stromer-Galley
Keyword(s):  
Political Engagement ◽  
Future Research ◽  
The Internet ◽  
Digital Platforms ◽  
The Core ◽  
Political Conversation ◽  
Political Talk ◽  
Citizen Deliberation ◽  
The Impact

Political conversation is at the heart of democratic societies, and it is an important precursor of political engagement. As society has become intertwined with the communication infrastructure of the Internet, we need to understand its uses and the implications of those uses for democracy. This chapter provides an overview of the core topics of scholarly concern around online citizen deliberation, focusing on three key areas of research: the standards of quality of communication and the normative stance on citizen deliberation online; the impact and importance of digital platforms in structuring political talk; and the differences between formal and informal political talk spaces. After providing a critical review of these three major areas of research, we outline directions for future research on online citizen deliberation.

scholarly journals Impact of the COVID-19 Pandemic on Instagram and Influencer Marketing

2021 ◽  
Vol 13 (2) ◽  
pp. 20
Author(s):  
Evelina Francisco ◽  
Nadira Fardos ◽  
Aakash Bhatt ◽  
Gulhan Bizel
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Online Survey ◽  
Video Conferencing ◽  
Marketing Mix ◽  
The Internet ◽  
Exploratory Research ◽  
Social Media Platforms ◽  
The Impact ◽  
Made In

The COVID-19 pandemic and the resulting stay-at-home orders have disrupted all aspects of life globally, most notably our relationship with the internet and social media platforms. People are online more than ever before, working and attending school from home and socializing with friends and family via video conferencing. Marketers and brands have been forced to adapt to a new normal and, as a result, have shifted their brand communication and marketing mix to digital approaches. Hence, this study aims to examine the shift of influencer marketing on Instagram during this period and the possible future implications. By employing an online survey for exploratory research, individuals answered questions addressing their perceptions about the impact of the pandemic, brands and influencers’ relationship, and the overall changes made in marketing strategy.

scholarly journals Social media: an exploration of the outcomes of social media use for homeless youth

2021 ◽  
Author(s):  
Jennifer Donath
Keyword(s):  
Social Media ◽  
Young Adults ◽  
Mobile Device ◽  
Homeless Youth ◽  
Qualitative Interviews ◽  
Daily Basis ◽  
Future Research ◽  
The Internet ◽  
The Impact ◽  
The City

The purpose of this project was to explore how young adults are experiencing relationships when using social media. Using a qualitative design young adults between the ages of 16-25 were asked questions about their experience with social media in the city of Toronto. Qualitative interviews were conducted with three homeless participants who used social media and had access to the internet and a mobile device. The researcher analyzed the data by looking for themes within the participant’s answers. Discussion focuses on the impact of social media, their experiences as a homeless youth and the interaction with social media on a daily basis. The findings also suggest future research for technology amongst homeless youth

Homophily and Online Politics

2015 ◽  
pp. 958-971
Author(s):  
Kevin Wallsten ◽  
Dilyana Toteva
Keyword(s):  
Political Science ◽  
Deliberative Democracy ◽  
Empirical Research ◽  
Mass Communication ◽  
Future Research ◽  
The Internet ◽  
Representative Government ◽  
Internet Users ◽  
Online Politics ◽  
Insight Into

The expansion of the Internet and the sudden popularity of Web 2.0 applications, such as blogs, YouTube, Twitter, and Facebook, raise important questions about the extent and consequences of homophilous sorting in online political discussions. In particular, there is growing concern that Internet users' ability to filter out alternative points of view will lead political discourse to become more polarized and fragmented along ideological lines. The decline of deliberative democracy and the breakdown of America's system of representative government, the story goes, will be the inevitable causalities of political discussions moving from in-person to online. Unfortunately, the empirical research in fields such as mass communication, political science, and sociology provides no hard and fast conclusions about the amount of online homophily in political discussions. This article details this conflicted body of research and points to some areas where future research may provide more insight into the intersection of online politics and homophilous sorting.

Share or Lose

2021 ◽  
pp. 267-285
Author(s):  
Kamil Yagci ◽  
Mahmut Efendi ◽  
Sureyya Akçay
Keyword(s):  
Service Sector ◽  
Sharing Economy ◽  
Future Research ◽  
The Internet ◽  
Social Technology ◽  
Basic Information ◽  
Goods And Services ◽  
Consumption Practices ◽  
Use Of The Internet ◽  
The Impact

In addition to the development of social technology and the widespread use of the internet, the fact that people are getting used to sharing their goods and services has made the concept of sharing economy a popular issue. Sharing economy is “a potential new way for sustainability,” and it is noted that it would disrupt the unsustainable hyper-consumption practices directing capitalist economies. In this regard, the importance of sharing economy becomes prominent. In this study, first of all, basic information was given about sharing economy and then the concepts about how it made progress were introduced. In the next step, the definitions of sharing economy were given, the importance of sharing was mentioned, and then the products used in sharing economy were mentioned. In the following stage, the benefits of sharing economy to nature were addressed, and the weaknesses and dark sides of sharing economy were revealed. Finally, the impact of the sharing economy on the service sector was emphasized, and opinions were presented for future research on this subject.

Play It Like Beckham!

2017 ◽  
pp. 43-61
Author(s):  
Sylvaine Castellano ◽  
Insaf Khelladi
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Academic Research ◽  
Future Research ◽  
The Internet ◽  
Research Directions ◽  
Media Usage ◽  
Future Research Directions ◽  
The Impact

New opportunities and challenges are emerging thanks to the growing Internet importance and social media usage. Although practitioners have already recognized the strategic dimension of e-reputation and the power of social media, academic research is still in its infancy when it comes to e-reputation determinants in a social networks context. A study was conducted in the sports setting to explore the impact of social networks on the sportspeople's e-reputation. Whereas the study emphasized (1) the influence of social networks' perception on the sportspeople's e-reputation, and the neutral roles of (2) the motives for following sportspeople online, and (3) the negative content on the Internet, additional insights are formulated on maintaining, restoring and managing e-reputation on social networks. Finally, future research directions are suggested on the role of image to control e-reputation.

scholarly journals Lesbian, Gay, Bisexual, and Trans Aging in a U.K. Context: Critical Observations of Recent Research Literature

2019 ◽  
Vol 89 (1) ◽  
pp. 93-107 ◽  
Author(s):  
Kathryn Almack ◽  
Andrew King
Keyword(s):  
Older Adults ◽  
Empirical Research ◽  
Evidence Base ◽  
Research Literature ◽  
Future Research ◽  
Policy And Practice ◽  
International Evidence ◽  
Care Systems ◽  
The Impact ◽  
People’S Perceptions

In this article, we provide critical observations of empirical research from leading U.K. researchers relating to the lives of lesbian, gay, bisexual, and trans older adults. We suggest learning that may be applied in differing global contexts as well as contributing to the development of an international evidence base. We illustrate the importance of paying attention to distinct health and care systems and legislation, which present global differences as well as similarities in terms of lesbian, gay, bisexual, and trans people’s perceptions and access to resources. With this contextual background, we then discuss the cutting-edge U.K. research in this field from 2010 onward. We identify key strengths including the contribution our evidence has made to policy and practice and the development of theoretical insights such as the impact of intersectionality. The article concludes with a discussion of future research in this field which has relevance at national and international levels.

Behavioural biases in investment decision making – a systematic literature review

2015 ◽  
Vol 7 (1) ◽  
pp. 88-108 ◽  
Author(s):  
Satish Kumar ◽  
Nisha Goyal
Keyword(s):  
Decision Making ◽  
Literature Review ◽  
Empirical Research ◽  
Systematic Literature Review ◽  
Investment Decision ◽  
Future Research ◽  
Behavioural Finance ◽  
Content Type ◽  
Investment Decision Making ◽  
The Impact

Purpose – The purpose of this paper is to systematically review the literature published in past 33 years on behavioural biases in investment decision-making. The paper highlights the major gaps in the existing studies on behavioural biases. It also aims to raise specific questions for future research. Design/methodology/approach – We employ systematic literature review (SLR) method in the present study. The prominence of research is assessed by studying the year of publication, journal of publication, country of study, types of statistical method, citation analysis and content analysis on the literature on behavioural biases. The present study is based on 117 selected articles published in peer- review journals between 1980 and 2013. Findings – Much of the existing literature on behavioural biases indicates the limited research in emerging economies in this area, the dominance of secondary data-based empirical research, the lack of empirical research on individuals who exhibit herd behaviour, the focus on equity in home bias, and indecisive empirical findings on herding bias. Research limitations/implications – This study focuses on individuals’ behavioural biases in investment decision-making. Our aim is to analyse the impact of cognitive biases on trading behaviour, volatility, market returns and portfolio selection. Originality/value – The paper covers a considerable period of time (1980-2013). To the best of authors’ knowledge, this study is the first using systematic literature review method in the area of behavioural finance and also the first to examine a combination of four different biases involved in investment decision-making. This paper will be useful to researchers, academicians and those working in the area of behavioural finance in understanding the impact of behavioural biases on investment decision-making.

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