Sustainability,
Journal Year:
2020,
Volume and Issue:
12(11), P. 4392 - 4392
Published: May 27, 2020
Influencer
marketing
furthers
the
goals
of
relationship
marketing.
Companies
use
influencers
to
advertise
their
products
through
social
networks
such
as
Instagram.
This
digital
advertising
is
aimed
at
shifting
company’s
from
customer
acquisition
retention
and
commitment.
While
several
articles
provide
interesting
advances
analyzing
media
sustainability
goals,
research
about
influencer
types
impact
on
engagement
preserving
corporate
limited.
Thus,
objectives
this
study
are:
(1)
Select
general
traits
positive
characteristics
in
promoting
a
product;
(2)
analyze
them
for
micro
macro
scenarios;
(3)
explore
potential
differences
adequacy
determining
sustainability.
Credibility,
pleasantness,
emotions
are
criteria
analyzed
multivariate
analysis
applied
over
two
independent
samples
followers.
Pleasantness
appearance
scenario
perceived
integrity
that
appear
conflict
with
desired
transparency
message,
while
transmission
plays
an
essential
role
both
scenarios.
very
important
finding.
should
assess
candidate
influencers’
emotional
projection
skills,
addition
evaluating
brand
sponsorship
costs
defining
target
audience
advertisement,
always
under
premise
Internet Research,
Journal Year:
2020,
Volume and Issue:
30(3), P. 1019 - 1041
Published: March 5, 2020
Purpose
Enhancing
consumer
engagement
in
e-commerce
live
streaming
is
critical
for
operators
to
build
relationships
and
create
loyalty.
Using
the
stimulus–organism–response
model
theories
from
relationship
marketing,
authors
develop
test
an
integrative
conceptual
framework
that
combines
various
relational
bonds,
affective
commitment,
engagement.
Design/methodology/approach
327
valid
responses
consumers
of
Taobao
Live,
employed
software
Mplus7.0
evaluate
measurement
structural
model.
Findings
The
results
empirically
demonstrate
social
bonds
positively
affect
directly
indirectly
via
while
financial
have
only
indirect
effect
commitment
on
Practical
implications
findings
provide
useful
insights
operators,
who
should
invest
establishing
stimulating
improve
Originality/value
This
study
adds
research
by
being
one
first
empirical
studies
streaming,
extends
marketing
literature
integrating
different
as
antecedents
perspective,
enriches
distinguishing
online
marketplace
broadcaster.
Journal of Marketing Management,
Journal Year:
2020,
Volume and Issue:
36(5-6), P. 488 - 518
Published: March 23, 2020
Live
streaming
has
recently
become
a
popular
direct
selling
channel
which
offers
small,
self-employed
sellers
unseen
levels
of
consumer
interaction
and
engagement.
While
the
extant
research
focused
on
motivation
intention
to
shop
via
live
streaming,
little
is
known
from
seller’s
perspective.
Indeed,
potential
advantages
commerce
are
accessible
everyone,
but
experience
different
success
with
this
medium.
Using
mixed
quantitative
qualitative
approach,
study
analyses
Facebook
data
assess
nature
extent
engagement
metrics,
delineate
dynamic,
interactive
sales
process.
We
identify
four
approaches
twelve
strategies
adopted
in
acquiring
retaining
customers.
This
typology
approach
representing
seller-focused
antecedents
mapped
against
relationship
process
outcomes
provide
framework
for
understanding
mechanisms
commerce.
Psychology and Marketing,
Journal Year:
2022,
Volume and Issue:
39(8), P. 1529 - 1562
Published: May 9, 2022
Abstract
In
marketing,
personalization
is
the
action
of
designing
and
producing
in
ways
that
resonate
with
customer
preferences.
Content
products
are
personalized
according
to
preferences
can
reduce
fatigue
time
making
choices,
thereby
decreasing
their
cognitive
load.
Despite
its
importance,
literature
on
marketing
remains
fragmented
due
absence
a
comprehensive
review
consolidates
intellectual
structure
field.
This
study
bridges
this
knowledge
gap
through
bibliometric
using
performance
analysis
science
mapping.
Through
383
publications,
reveals
publication
citation
trends,
most
prolific
authors,
journals,
six
major
themes
(i.e.,
recommendation,
relationship,
personalization–privacy
paradox,
advertising,
concept
discourse
insights
marketing)
characterize
body
marketing.
The
concludes
future
research
directions
as
forward
for
wherein
focus
new‐age
technologies
involving
artificial
intelligence,
big
data,
blockchain,
internet
things,
wearables
encouraged
explore
new
curate
experiences
across
online
offline
channels.
Journal of the Academy of Marketing Science,
Journal Year:
2022,
Volume and Issue:
51(4), P. 889 - 913
Published: Dec. 7, 2022
Abstract
Real-time
multisensory
social
interactions
(RMSIs)
between
people
are
at
the
center
of
metaverse,
a
new
computer-mediated
environment
consisting
virtual
“worlds”
in
which
act
and
communicate
with
each
other
real-time
via
avatars.
This
research
investigates
whether
RMSIs
when
accessed
through
virtual-reality
headsets,
can
generate
more
value
for
interactants
terms
interaction
outcomes
(interaction
performance,
evaluation,
emotional
responses)
than
those
on
two-dimensional
(2D)
internet
(e.g.,
Zoom
meetings).
We
combine
theoretical
logic
extensive
field-experimental
probes
(which
support
value-creation
potential
but
contradict
its
general
superiority)
to
develop
refine
framework
how
metaverse
versus
2D
affect
interactants’
intermediate
conditions.
The
refined
serves
as
foundation
roadmap
we
highlight
critical
roles
specific
mediating
moderating
forces
along
interactional
formats
future
investigations
also
name
key
business
areas
societal
challenges
that
deserve
scholarly
attention.
Journal of Product & Brand Management,
Journal Year:
2021,
Volume and Issue:
31(2), P. 252 - 264
Published: June 3, 2021
Purpose
This
study
aims
to
explore
the
role
of
artificial
intelligence
(AI)-powered
chatbot
marketing
efforts
(CMEs)
in
establishment
relationships
between
brands
and
their
customers,
extending
link
relationship
online
consumer
behavioral
intentions.
Design/methodology/approach
Data
are
collected
from
1,072
customers
USA,
who
used
activities
any
30
leading
industries
messaging
innovation.
Structural
equation
modeling
is
for
data
analysis.
Findings
Results
show
that
interaction,
information,
accessibility,
entertainment
customization
important
CMEs
components.
have
significant
direct
effects
on
quality
communication
with
agents
indirectly
affect
customer–brand
(CBR)
customer
response.
In
addition,
findings
demonstrate
CBR
mediates
association
Originality/value
Implications
this
can
enable
practitioners
understand
AI
user
experiences
provide
a
guide
development
strategies
building.
International Journal of Consumer Studies,
Journal Year:
2020,
Volume and Issue:
45(4), P. 457 - 477
Published: Aug. 19, 2020
Abstract
Customer
engagement
behaviour
has
emerged
as
an
influential
concept
in
marketing
and
refers
to
customers'
behavioural
manifestation
towards
a
firm
originating
from
motivational
drivers.
To
provide
comprehensive
generalisable
picture
of
this
concept,
study
provides
meta‐analysis
integrating
data
196
effect
sizes
184
publications
with
sample
146,380.
The
findings
reveal
through
two
pathways:
organic
pathway
relationship‐oriented
(perceived
quality,
perceived
value
relationship
quality)
promoted
firm‐initiated
(functional
experiential
initiatives).
Moderator
analysis
indicates
that
the
influence
pathways
on
depends
context
(online
vs.
offline),
industry
type
(service
manufacturing)
product
(hedonic
utilitarian)
cultural
context.
Findings
support
attitudinal
engagement–loyalty
engagement–firm
performance
linkage.
Study
results
new
insight
into
various
approaches
their
each
other.
authors
offer
recommendations
help
marketers
manage
customer
process
more
effectively.
