Interactive marketing, customer information and marketing research

2021 ◽  
pp. 38-54
Author(s):  
Merlin Stone ◽  
Eleni Aravopoulou ◽  
Neil Woodcock ◽  
Paul Laughlin ◽  
Ryan Stott
Keyword(s):  
Marketing Research ◽  
Interactive Marketing ◽  
Customer Information

How social media advertising features influence consumption and sharing intentions: the mediation of customer engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chunli Ji ◽  
Susana Mieiro ◽  
Guihai Huang
Keyword(s):  
Social Media ◽  
Behavioral Intention ◽  
Marketing Research ◽  
Research Field ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Interactive Marketing ◽  
Media Dependency ◽  
Content Type ◽  
Social Media Advertising

PurposeSocial media advertising (SMA) has become overly critical in the interactive marketing research field. This paper aimed to construct a research architecture model and to investigate the mediating effect of customer engagement between SMA and consumer behavioral intention in the context of Macao's casino integrated resorts.Design/methodology/approachThe authors collected data from 300 Chinese-speaking visitors of Macao's casino integrated resorts through a face-to-face survey. The hypotheses derived from the conceptual model were tested through two-stage structural equation modeling. The authors considered age and gender as control variables.FindingsThis study found that entertainment and promotional rewards had significant direct effects on consumption intention. Social media dependency did affect directly not only consumption intention but also sharing intention. Customer engagement on SMA mediated the effects of two SMA features (entertainment and promotional rewards) and one feature of SMA viewers (social media dependency) on consumption intention. As to extraneous variables, neither age nor gender significantly influenced consumer behavioral intention.Practical implicationsThe casino integrated resort managers should enhance the entertainment elements and provide reasonable promotional rewards to increase SMA's effectiveness. Managers should also consider the social media usage habits of the targeted customers. Further academic research on casino integrated resorts in other regions may use this study as a basis for investigating the mediation of customer engagement on SMA.Originality/valueThis study contributed to understanding the mediating mechanism of customer engagement on SMA by conceptualizing customer engagement on SMA as a unique idea and provided a conceptual framework for further theoretical and empirical research in the interactive marketing research field.

Damaging brands through market research

2014 ◽  
Vol 32 (2) ◽  
pp. 232-248 ◽  
Author(s):  
Christian Franz Horn ◽  
Alexander Brem ◽  
Björn Ivens
Keyword(s):  
Innovation Management ◽  
Marketing Research ◽  
Research Process ◽  
Forecasting Accuracy ◽  
Content Type ◽  
Customer Information ◽  
Before And After ◽  
Marketing Intelligence ◽  
Sporting Goods ◽  
Brand Perception

Purpose – The purpose of this paper is to investigate the possibility of using the new marketing research tool of prediction markets (PMs), which integrates customers to into the marketing research process. The research questions are: does taking part in PMs influence customers’ brand perception? Is there a danger of damaging a brand through this tool? Design/methodology/approach – The paper uses a series of five short-term (less than one hour) and five long-term (three weeks) experimental online PMs where customers are integrated into marketing research and apply a series of online-surveys before and after taking part as virtual stock market traders. Subjects of research are taken from the sporting goods industry. Findings – The paper shows that PMs can be used by marketing researchers without the danger of damaging the brand of the products that are subject of the PMs, although customers are being integrated to improve the markets’ forecasting accuracy. Research limitations/implications – The study's subject are medium priced sporting goods only. Possibly in other product fields, results may differ. Thus, the authors see a field for further research in this limitation. Practical implications – Managers for marketing intelligence have more reason to make use of the efficient and rather new tool, PMs. Marketers can potentially improve their forecasting accuracy by integrating customer information into their reports. In addition, the authors see a high potential in the area of innovation management as well. Originality/value – There has been no research on perceptions of PMs and brands at all so far.

scholarly journals Congruity of Virtual Reality In-Game Advertising

2021 ◽  
Vol 3 ◽  
Author(s):  
Joshua M. Lupinek ◽  
Jinhee Yoo ◽  
Eugene A. Ohu ◽  
Eric Bownlee
Keyword(s):  
Virtual Reality ◽  
Video Game ◽  
Marketing Research ◽  
Sport Marketing ◽  
Brand Awareness ◽  
Review Of The Literature ◽  
Traditional Media ◽  
Interactive Marketing ◽  
Definition Of ◽  
New Consumer

With virtual reality (VR) video game users beginning to see beta advertisements within game play, this conceptual article adds a needed digital and interactive marketing research foundation to the new construct of VR in-game advertising (IGA) activation. New consumer VR technology continues to disrupt traditional media as a $7.7 billion USD industry, that is expected to reach $57.55 billion by 2027. As such, marketing researchers must continue to evolve and understand the interdisciplinary VR research evolution as many VR users are likely to view IGA as intrusive. IGA and VR are not new constructs, but IGA within VR is unique as VR consumers have not yet experienced VR IGA intrusion. This article utilizes a sport marketing focus to provide an industry specific set of examples for the reader, however this article can be applied to broader fields including communications and interactive marketing. The main contributions of this article are 2-fold. First the development of a VR In-Game Advertising Congruity Framework is developed through a review of the literature and application to VR IGA in the topical areas of congruity of the IGA, interactivity of the IGA, intrusiveness of the IGA, realism of the experience, telepresence, brand awareness, and attitude toward the IGA. Secondly, a proper VR context definition of telepresence is provided through review of the literature that takes into account the interaction of a VR participant. This article aims to aid marketers in making informed IGA development decisions through strategic choice, via a centralized VR IGA congruity framework, that not only enhances brand awareness, but leaves participants with a favorable attitude toward the IGA to increase sales activation.

Public Policy Issues and Technoethics in Marketing Research in the Digital Age

2021 ◽  
Vol 12 (1) ◽  
pp. 75-86
Author(s):  
Pratap Chandra Mandal
Keyword(s):  
Public Policy ◽  
Ethical Issues ◽  
Marketing Research ◽  
Social Dilemma ◽  
Digital Age ◽  
Customer Relationships ◽  
Consumer Privacy ◽  
Customer Information ◽  
Business Excellence ◽  
Research Findings

Companies collect customer information in marketing research to understand customers and generate customer insights. Various public policy and ethical issues are associated with the process. The issues include intrusions on consumer privacy; misuse, misinterpretation, and misrepresentation of research findings; ethical and social dilemma in the collection of customer information; and ethical dilemma in generating customer insights through neuromarketing and its applications. In this digital age, it is easier to invade consumer privacy. Companies abide by the various laws and regulations enforced to protect customers and adopt a number of initiatives to convince their customers. Understanding of the various public policy and ethical issues and addressing such issues by adopting proper initiatives will help companies convince customers, build effective customer relationships, and achieve business excellence. The understanding might also help policymakers to appreciate the customer requirements and devise policies, rules, and regulations accordingly.

D-test: A New Test for Analyzing Scale Invariance Using Symbolic Dynamics and Symbolic Entropy

Methodology ◽  
2011 ◽  
Vol 7 (3) ◽  
pp. 88-95 ◽  
Author(s):  
Jose A. Martínez ◽  
Manuel Ruiz Marín
Keyword(s):  
Symbolic Dynamics ◽  
Scale Invariance ◽  
Rating Scales ◽  
Rating Scale ◽  
Marketing Research ◽  
Response Patterns ◽  
Measurement Scales ◽  
Improve Measurement ◽  
Entropy Measures ◽  
The Difference

The aim of this study is to improve measurement in marketing research by constructing a new, simple, nonparametric, consistent, and powerful test to study scale invariance. The test is called D-test. D-test is constructed using symbolic dynamics and symbolic entropy as a measure of the difference between the response patterns which comes from two measurement scales. We also give a standard asymptotic distribution of our statistic. Given that the test is based on entropy measures, it avoids smoothed nonparametric estimation. We applied D-test to a real marketing research to study if scale invariance holds when measuring service quality in a sports service. We considered a free-scale as a reference scale and then we compared it with three widely used rating scales: Likert-type scale from 1 to 5 and from 1 to 7, and semantic-differential scale from −3 to +3. Scale invariance holds for the two latter scales. This test overcomes the shortcomings of other procedures for analyzing scale invariance; and it provides researchers a tool to decide the appropriate rating scale to study specific marketing problems, and how the results of prior studies can be questioned.

Missing Data - Better "Not to Have Them", but What If You Do? (Part 1)

Marketing ZFP ◽  
2019 ◽  
Vol 41 (4) ◽  
pp. 21-32
Author(s):  
Dirk Temme ◽  
Sarah Jensen
Keyword(s):  
Missing Data ◽  
Statistical Power ◽  
Missing Values ◽  
Graphical Representation ◽  
Marketing Research ◽  
Likelihood Estimation ◽  
Parameter Estimates ◽  
Full Information Maximum Likelihood ◽  
Definition Of ◽  
Traditional Approaches

Missing values are ubiquitous in empirical marketing research. If missing data are not dealt with properly, this can lead to a loss of statistical power and distorted parameter estimates. While traditional approaches for handling missing data (e.g., listwise deletion) are still widely used, researchers can nowadays choose among various advanced techniques such as multiple imputation analysis or full-information maximum likelihood estimation. Due to the available software, using these modern missing data methods does not pose a major obstacle. Still, their application requires a sound understanding of the prerequisites and limitations of these methods as well as a deeper understanding of the processes that have led to missing values in an empirical study. This article is Part 1 and first introduces Rubin’s classical definition of missing data mechanisms and an alternative, variable-based taxonomy, which provides a graphical representation. Secondly, a selection of visualization tools available in different R packages for the description and exploration of missing data structures is presented.

MARKETING RESEARCH FOR MANAGERS: REVISITED

2018 ◽  
Vol 2018 ◽  
pp. 1399-1399
Author(s):  
Shivan Sanjay Patel ◽  
◽  
Shivendra Kumar Pandey ◽  
Dheeraj Sharma ◽  
Rama Shankar Yadav
Keyword(s):  
Marketing Research
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