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…
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.
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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…
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.
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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…
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.
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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…
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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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…
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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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…
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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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…
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.
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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…
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.
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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…
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.