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Article
Publication date: 14 November 2019

Eric L. Swan, Andrew J. Dahl and James W. Peltier

Consumers have increased access to digital health tools such as social media, websites and marketer-controlled platforms for information sharing. Telemedicine (TM) represents an…

2207

Abstract

Purpose

Consumers have increased access to digital health tools such as social media, websites and marketer-controlled platforms for information sharing. Telemedicine (TM) represents an emerging omni-channel touchpoint for consumers to exchange information and inform health decision-making at a time and place of their choosing. While TM offers great potential, consumer adoption has been slower than expected. This paper aims to investigate attitudinal factors that influence adoption and usage of TM within consumers’ omni-channel decision-making environment.

Design/methodology/approach

Surveys from 869 patients were analyzed using multiple linear regression to examine the relationships between health decision-making, TM access benefits and omni-channel touchpoints (social media, website and internal health digital channels usage) on TM usage likelihood.

Findings

Attitudinal constructs related to TM’s benefits including access and health decision-making have the strongest impact on future TM usage. The study also empirically demonstrates a link between consumers’ omni-channel information seeking and TM usage.

Research limitations/implications

Increasing consumers’ involvement across omni-channel touchpoints has an additive effect on perceived benefits for engaging consumers in using digital offerings like TM. Future research is needed that examines the interrelationships on consumers’ health decision-making across generational cohorts and the post-adoption effects of digital service offerings.

Practical implications

Omni-channel touchpoints such as TM provide new opportunities to enhance shared decision-making. However, marketers need to adopt strategies that accommodate consumers’ evolving omni-channel preferences for access and information exchange to synergize digital service offerings with interpersonal touchpoints.

Originality/value

This study integrates shared decision-making, technology acceptance and omni-channel marketing literature to explore TM acceptance and usage within the context of consumers’ omni-channel decision process.

Details

Journal of Research in Interactive Marketing, vol. 13 no. 4
Type: Research Article
ISSN: 2040-7122

Keywords

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Article
Publication date: 1 August 2023

Eric L. Swan, James W. Peltier and Andrew J. Dahl

Digital transformations are altering service models and care delivery methods in healthcare. Artificial Intelligence (AI) represents the next wave of transformation in healthcare…

1577

Abstract

Purpose

Digital transformations are altering service models and care delivery methods in healthcare. Artificial Intelligence (AI) represents the next wave of transformation in healthcare. This study aims to understand patient perceptions of AI and its impact on value co-creation.

Design/methodology/approach

A conceptual model was developed to investigate how value co-creation operant resources (digital self-efficacy and relational service quality) impact value co-creation engagement (shared decision-making) and value co-creation outcomes (anticipatory AI value co-creation and intention to adopt AI). Data were collected from 332 respondents and analyzed using structural equation modeling.

Findings

The results indicate that the value co-creation process for AI technologies is a function of inputs, experiences and AI outputs. Operant resources were found to be positively associated with shared decision-making. However, not all operant resources directly and positively impacted AI outcomes. The indirect and positive mediated relationships through shared decision-making to AI outcomes suggest an interactive AI value co-creation process.

Research limitations/implications

AI technologies are still in early stages of consumer adoption in healthcare. Future research is warranted that investigates the validity of the model through maturing service life cycles.

Practical implications

Customer perceptions of new digital innovations are formed in the context of previous digital experiences. Marketers need to understand how customers view their current non-AI technologies. Strong engagement and perceived value of current technologies will help ease customers into the usage of AI technologies.

Originality/value

This study investigates the unique stages of the value co-creation process for AI technologies in healthcare. The results demonstrate that the value co-creation process is a function of inputs, tech-enabled experiences and AI outputs.

Details

Journal of Research in Interactive Marketing, vol. 18 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

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Article
Publication date: 4 June 2020

Brian A. Vander Schee, James Peltier and Andrew J. Dahl

The purpose of this study is to summarize the findings of consumer factor research and to suggest future lines of inquiry connected to branding outcomes. Consumers are comfortable…

4184

Abstract

Purpose

The purpose of this study is to summarize the findings of consumer factor research and to suggest future lines of inquiry connected to branding outcomes. Consumers are comfortable with social media and accept firms occupying the same digital space. However, some consumers more readily engage with firms online than others. Consumer factor antecedents are numerous and yet not fully explored. Online consumer engagement has also been defined and measured in various ways. The resultant outcomes related to branding also have implications for future consumer engagement. Summarizing the findings of consumer factor research and suggesting future lines of inquiry connected to branding outcomes will enhance the understanding of consumer engagement and branding strategies to maximize marketing return on investment.

Design/methodology/approach

The authors review literature examining key constructs and sub-dimensions on how consumer factors impact brand engagement and brand outcomes.

Findings

Three major research areas specific to consumer factors were identified: consumer status, consumer disposition, personality trait, intrinsic motivation, extrinsic motivation and cultural dimensions. Brand engagement was explored relative to affective, cognitive and behavioral engagement. Lastly, six brand outcomes were explored: brand status, disposition, attitude, affirmation connection and aversion.

Practical implications

This review contributes to the literature through a deeper understanding of consumer factors that lead to consumer engagement and the resultant branding factors of consumer engagement. The authors offer framework that both identifies future research needs, and insights into how firms may create, grow and enhance consumer–brand engagement.

Originality/value

Given the dearth of comprehensive brand engagement frameworks in the literature, the authors offer insights into how consumer factors serve as antecedents to brand engagement and identify a research agenda for advancing the field.

Details

Journal of Research in Interactive Marketing, vol. 14 no. 2
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 30 May 2024

James W Peltier, Andrew J Dahl, Lauren Drury and Tracy Khan

Conceptual and empirical research over the past 20 years has moved the social media (SM) literature beyond the embryotic stage to a well-developed academic discipline. As the lead…

1444

Abstract

Purpose

Conceptual and empirical research over the past 20 years has moved the social media (SM) literature beyond the embryotic stage to a well-developed academic discipline. As the lead article in the special issue in the Journal of Research in Interactive Marketing on Cutting-Edge Research in Social Media and Interactive Marketing, this review and agenda article has two key goals: (1) to review key SM and interactive marketing research over the past three years and (2) to identify the next wave of high priority challenges and research opportunities.

Design/methodology/approach

Given the “cutting-edge” research focus of the special issue, this review and research agenda paper focused on articles published in 25 key marketing journals between January 2021 and March 2024. Initially, the search request was for articles with “social media, social selling, social commerce” located in the article title, author-selected key words and journal-selected keywords. Later, we conducted searches based on terminology from articles presented in the final review. In total, over 1,000 articles were reviewed across the 25 journals, plus additional ones that were cited in those journals that were not on the initial list.

Findings

Our review uncovered eight key content areas: (1) data sources, methodology and scale development; (2) emergent SM technologies; (3) artificial intelligence; (4) virtual reality; (5) sales and sales management; (6) consumer welfare; (7) influencer marketing; and (8) social commerce. Table I provides a summer of key articles and research findings for each of the content areas.

Originality/value

As a literature review and research agenda article, this paper is one of the most extensive to date on SM marketing, and particularly with regard to emergent research over the past three years. Recommendations for future research are integrated through the paper and summarized in Figure 2.

Social implications

Consumer welfare is one of the eight emergent content areas uncovered in the literature review. Specific focus is on SM privacy, misinformation, mental health and misbehavior.

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Article
Publication date: 11 February 2021

Elizabeth H. Manser Payne, Andrew J. Dahl and James Peltier

Innovative firms have rapidly developed artificial intelligence (AI) capabilities into their service ecosystems, essentially changing perceptions of what is service quality and…

7433

Abstract

Purpose

Innovative firms have rapidly developed artificial intelligence (AI) capabilities into their service ecosystems, essentially changing perceptions of what is service quality and service delivery in their respective industries. Nonetheless, the issues surrounding AI services remain relatively unknown. The purpose for this paper is to offer a digital servitization framework for understanding how AI services impact value perceptions, consumer engagement and firm performance measures. The authors use the financial service ecosystem to explore this topic.

Design/methodology/approach

The authors explore relevant literature on digital servitization, service-dominant logic and AI/disruptive innovation. Next, a conceptual framework, organized by AI-Service Exchange Antecedents, Context of AI Usage and Digital Servitization Consequences, is developed. The authors conceptualize consequences for consumers and firms.

Findings

The main findings suggest that the linkages between consumers, financial institutions and fintech companies with AI usage in a service ecosystem should be identified; how value is created among multiple SD Logic-AI network actors should be analyzed; and the effects of AI-consumer interactions (lower-level and higher levels of engagement) on firm performance measures should be explored.

Research limitations/implications

The conceptual framework identifies gaps in the literature and suggests research questions for future studies.

Practical implications

This paper may assist practitioners with the development of AI-enabled banking activities that involve direct consumer engagement.

Originality/value

To the authors’ best knowledge, this research agenda is the first comprehensive framework for understanding value co-creation in the context of AI in financial services, linking antecedents, usage and consequences.

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Article
Publication date: 26 July 2023

James W. Peltier, Andrew J. Dahl and John A. Schibrowsky

Artificial intelligence (AI) is transforming consumers' experiences and how firms identify, create, nurture and manage interactive marketing relationships. However, most marketers…

6621

Abstract

Purpose

Artificial intelligence (AI) is transforming consumers' experiences and how firms identify, create, nurture and manage interactive marketing relationships. However, most marketers do not have a clear understanding of what AI is and how it may mutually benefit consumers and firms. In this paper, the authors conduct an extensive review of the marketing literature, develop an AI framework for understanding value co-creation in interactive buyer–seller marketing relationships, identify research gaps and offer a future research agenda.

Design/methodology/approach

The authors first conduct an extensive literature review in 16 top marketing journals on AI. Based on this review, an AI framework for understanding value co-creation in interactive buyer–seller marketing relationships was conceptualized.

Findings

The literature review led to a number of key research findings and summary areas: (1) an historical perspective, (2) definitions and boundaries of AI, (3) AI and interactive marketing, (4) relevant theories in the domain of interactive marketing and (5) synthesizing AI research based on antecedents to AI usage, interactive AI usage contexts and AI-enabled value co-creation outcomes.

Originality/value

This is one of the most extensive reviews of AI literature in marketing, including an evaluation of in excess or 300 conceptual and empirical research. Based on the findings, the authors offer a future research agenda, including a visual titled “What is AI in Interactive Marketing? AI design factors, AI core elements & interactive marketing AI usage contexts.”

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Article
Publication date: 1 March 2019

Andrew J. Dahl, Kenyatta Barber and James Peltier

While the support for organ donation and registered donors continue to increase, next of kin consent remains a critical issue for the organ donation community. Despite the…

772

Abstract

Purpose

While the support for organ donation and registered donors continue to increase, next of kin consent remains a critical issue for the organ donation community. Despite the increased usage of social media campaigns for organ donor registration, there is a lack of understanding of how social media can be used to motivate individuals to socially declare their support for organ donation and encourage them to engage in personal discussions about organ donation with their next of kin. The purpose of this study is to better understand the link between social and personal discussions and organ donation consent rates.

Design/methodology/approach

The study uses structural equation modeling to examine the precursors to activating organ donor registration social media advocacy that leads to increased support for organ donation and motivates personal discussions about organ donation.

Findings

The results provide the organ donation and transplant community insight on the value of using social media to increase social advocacy, support for donation and social declarations and personal discussions on organ donation to improve next of kin’s consent rates.

Practical implications

Social causes similar to organ donation increasingly turn to social media for grassroots marketing efforts to engage others in the cause and motivate action.

Originality/value

The authors proposed an omni-channel IMC Framework and a research agenda for advancing the field. As this is a new area of inquiry, the authors argue for the development of other comprehensive frameworks, both for general omni-channel IMC conceptualizations.

Details

Journal of Research in Interactive Marketing, vol. 13 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

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Article
Publication date: 9 September 2024

James W Peltier and Andrew J Dahl

600

Abstract

Details

Journal of Research in Interactive Marketing, vol. 18 no. 5
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 31 May 2018

Andrew J. Dahl, Anthony M. D’Alessandro, James W. Peltier and Eric L. Swan

Social causes increasingly rely on omni-channel touchpoints involving personal discussions and grassroots digital marketing efforts to engage individuals via social referrals…

2869

Abstract

Purpose

Social causes increasingly rely on omni-channel touchpoints involving personal discussions and grassroots digital marketing efforts to engage individuals via social referrals. This paper aims to examine digital natives’ perceived effectiveness of omni-channel touchpoints for increasing social cause engagement including social media, digital media, traditional and interpersonal communications, along with an individual’s social/digital media behaviors.

Design/methodology/approach

The paper reports empirical results from an online survey of 924 digital natives. The paper uses multivariate and multiple regression analyses to examine the differential effects of a diverse range of media influencing the perceived effectiveness of social cause referrals from a family member versus a close friend.

Findings

The results identify the combination of omni-channel touchpoints most likely to be effective for enhancing organ donation support and registration efforts as part of social referral campaigns. The findings suggest differences exist based on whether the campaign targets family members or friends.

Research limitations/implications

The research focuses on digital natives and does not address differences that may vary by specific messages shared across generational groups or ethnicities. More research is also necessary, which examines the effects of digital consumption versus content creation behaviors.

Practical implications

The paper includes implications for social marketers looking at increasing viral reach and engagement via social referral campaigns. Marketers should integrate the omni-channel touchpoints deemed to be most effective for each target based on specific campaign goals.

Originality/value

This paper addresses a gap in marketers’ understanding of how digital natives perceive social referral campaigns targeting their social circle via various omni-channel touchpoints.

Details

Journal of Research in Interactive Marketing, vol. 12 no. 3
Type: Research Article
ISSN: 2040-7122

Keywords

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Article
Publication date: 30 June 2021

Chunli Ji, Susana Mieiro and Guihai Huang

Social media advertising (SMA) has become overly critical in the interactive marketing research field. This paper aimed to construct a research architecture model and to…

4906

Abstract

Purpose

Social 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/approach

The 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.

Findings

This 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 implications

The 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/value

This 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.

Details

Journal of Research in Interactive Marketing, vol. 16 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

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