Dennis Pitta, Frank Franzak and Danielle Fowler
The purpose of this paper is to present a strategic framework to managing online loyalty.
Abstract
Purpose
The purpose of this paper is to present a strategic framework to managing online loyalty.
Design/methodology/approach
The paper integrates concepts including a range of recently published (1993‐2006) theoretical works in consumer loyalty and ongoing case developments in internet practice.
Findings
Provides information and action approaches to consumer marketers that may increase the success providing want satisfying market offerings. Outlines the costs and benefits of some online customer loyalty building practices. By integrating the literature supporting lifetime customer value with the literature concerned with generating online customer relationships, it provides a pathway to profitable relationships. It also exposes the unintended problems that some online customer loyalty initiatives may create.
Research limitations/implications
The theoretical concepts that form the foundation of the paper appear to have a significant application to consumer marketing but have not been tested empirically.
Practical implications
Uncovers a previously unreported strategy for generating profitable online customer loyalty.
Originality/value
This paper describes the nature and application of customer value tiers to an important marketing process. It offers the potential of increasing marketing success by allowing firms to maximize the value of their scarce service resources by serving profitable customers.
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Dennis A. Pitta and Danielle Fowler
To explore an emerging area in internet practice that has implication for consumer marketers.
Abstract
Purpose
To explore an emerging area in internet practice that has implication for consumer marketers.
Design/methodology/approach
The paper integrates concepts including a range of recently published (1993‐2004) theoretical works and ongoing case developments in internet practice.
Findings
Provides information and action approaches to consumer marketers that may increase the success, providing want‐satisfying market offerings. Outlines the market research benefits of monitoring and participating in internet community forums and offers practical suggestions for maximizing their value in the marketing and marketing research. It also provides a series of tactics that consumer marketers may use to maximize the value of internet community forums for their firms.
Research limitations/implications
The theoretical concepts that form the foundation of the paper appear to have a significant application to consumer marketing, but have not been tested empirically.
Practical implications
Uncovers a previously unrecognized source of direct consumer input and cooperation in the design and valuation of new products and the identification of emerging consumer wants.
Originality/value
This paper describes the nature and application of internet community forums to an important marketing process. It offers the potential of increasing marketing success by clearly and accurately identifying the wants of specific market segments.
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Danielle Fowler, Dennis Pitta and Richard C. Leventhal
– The purpose of this paper is to investigate the effects of advancements in technology on the practice of one to one marketing.
Abstract
Purpose
The purpose of this paper is to investigate the effects of advancements in technology on the practice of one to one marketing.
Design/methodology/approach
The paper presents the results of analysis of reported advancements in information technology, social media, and their effects in identifying consumer preferences and consumer identity.
Findings
The proliferation of social media, online communities and mobile communication have generated amounts of consumer data of interest to marketers. Simultaneously, technology to collect and analyze the data have improved greatly. The result is insight into the preferences of individual consumers and the ability to implement one-to-one marketing with unprecedented effectiveness. However, countervailing forces exist that attempt to limit the use of that consumer data.
Research limitations/implications
One limitation is the reliance on published sources of technological advances. While the information seems representative of state of the art practiced in industry, unpublished, proprietary technology may exist that might re-characterize the potential for information exploitation.
Practical implications
Marketers now have many information sources and analytical tools to implement the one-to-one marketing concept and can do so with a higher degree of effectiveness than previously.
Originality/value
To date, few, if any, academic studies have been done that link technology, one-to-one marketing and the resistance to incursions on consumer privacy.
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Dennis A. Pitta and Danielle Fowler
To explore an emerging area in internet practice that has implications for new product developers.
Abstract
Purpose
To explore an emerging area in internet practice that has implications for new product developers.
Design/methodology/approach
The paper integrates concepts including a range of recently published (1993‐2004) theoretical works and ongoing case developments in internet practice.
Findings
Provides information and action approaches to new product developers that may increase the success and accuracy of resulting new products. Outlines the benefits of monitoring and participating in online consumer communities and offers practical suggestions for maximizing their value in the product development process.
Research limitations/implications
The theoretical concepts that form the foundation of the paper appear to have a significant application to the product development process but have not been tested empirically.
Practical implications
Uncovers a previously unrecognized source of direct consumer input and cooperation in the design and valuation of new products.
Originality/value
This paper describes the nature and application of online consumer communities to an important marketing process. It offers the potential of improving the success of new products in the marketplace reducing significant waste.
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Danielle C. Herro, Lorraine Lin and Michelle Fowler
The purpose of this paper is to detail the perceived influence of early gaming habits toward media production from seven students enrolled at a university in the Southeastern US…
Abstract
Purpose
The purpose of this paper is to detail the perceived influence of early gaming habits toward media production from seven students enrolled at a university in the Southeastern US. Participants identified as heavily involved in creating media such as anime, videos, fanfiction, webcomics, games, and digital music.
Design/methodology/approach
This exploratory study used qualitative research, thus data collection and analysis included questionnaires, interviews, and artifacts identifying and categorizing six main themes: game play preferences, persistence, early connections between game play and media, support and feedback, creations inspired by games, and significance of games in current lives.
Findings
The study found that most participants believed game play in childhood influenced increasingly complex media production habits. Six of the seven believed game play influenced their career path. The paper concludes with implications for education including games as conduits to personalized learning and career paths.
Originality/value
Results from this study extend prior research on the value of games to promote media production and meet personal and professional goals. This is significant as prior research linking early game play to media production influencing career goals is sparse.
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Nicholas Catania, Danielle Lane, Sarah Semon, Sharlene Smith and Phyllis Jones
This chapter explores two policies guiding the education and funding related to students with and without disabilities in the United States. The Individuals with Disabilities…
Abstract
This chapter explores two policies guiding the education and funding related to students with and without disabilities in the United States. The Individuals with Disabilities Education Act (IDEA) of 2004 serves as the nation's primary legislation outlining policies, procedures and funding for the education of students with disabilities. Thus, IDEA 2004 is integral in understanding inclusion throughout the United States. The Every Student Succeeds Act (ESSA) of 2015 is regarded as the primary educational legislation concerned with funding to provide all students with access to a well-rounded education. The chapter begins with a brief overview of the laws in relation to inclusion and funding for teacher professional development (PD) and argues in support of funding specifically aimed at the PD of highly effective classroom teachers. Preparing, recruiting and retaining high quality teacher candidates must be a top priority in PK-12 education. In the current political climate, there is a need to examine how to use available resources in a time of shrinking budgets, teacher shortages and increasing equity gaps.
This chapter will examine budgets from the most recent five years available and make connections to issues related to funding for inclusive programming, including professional development of teachers. While ESSA does not guide PD of teachers, it guides the funding for said programmes. Through budget evaluations and analysis of the President's rationale for decreasing funding under Title II of ESSA, we demonstrate that the current President is decreasing funds for PD, recruitment, preparation and more on the basis that Title I funding of ESSA covers these activities. With a new election set to take place next year, this chapter explores how the budgets have impacted funding for inclusive programming while looking to the future and its impact on the preparation and development of teachers.
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Kelcie Slaton and Danielle Sponder Testa
The aim of this study is to investigate the psychographic factors of shopping enjoyment, market mavenism and consumer innovativeness and their influence on hedonic and utilitarian…
Abstract
Purpose
The aim of this study is to investigate the psychographic factors of shopping enjoyment, market mavenism and consumer innovativeness and their influence on hedonic and utilitarian values, attitudes and patronage intentions of the small concept luxury department (SCLD) store.
Design/methodology/approach
The researchers utilized a quantitative method. An online survey was created and distributed over a three-week period to a representative sample of US luxury consumers. Structural equation modeling (SEM) was used to test the hypothesized relationships among variables.
Findings
The theory of reasoned action (TRA) theoretical framework provided an effective model to investigate the perspectives and behaviors of luxury consumers within the SCLD. The findings of this study suggest the SCLD is an effective store format for consumers who are characterized as market mavens, are considered innovative and enjoy shopping.
Practical implications
The findings from this research are beneficial to luxury department store retailers looking to invest resources into a new experiential format to appeal to their consumer base.
Originality/value
The research extends the literature in a rapidly evolving area of retail formats and consumer perception by exploring psychographic factors, including shopping enjoyment, market mavenism and consumer innovativeness, and their impact on the beliefs regarding retail formats' hedonic and utilitarian value.
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Atsuko Kawakami, Subi Gandhi, Derek Lehman and Jennie Jacobs Kronenfeld
The disparities of COVID-19 vaccination rates between the rural and urban areas have become apparent during this pandemic. There is a need to understand the root causes of vaccine…
Abstract
Purpose
The disparities of COVID-19 vaccination rates between the rural and urban areas have become apparent during this pandemic. There is a need to understand the root causes of vaccine hesitancy demonstrated by the rural population to increase coverage and to contain the disease spread throughout the United States. This study aimed to explore other factors influencing vaccine hesitancy among rural dwellers besides the geography-related barriers such as poor health care access and individuals having no or suboptimal insurance coverage.
Methodology/Approach
By reviewing existing data and literature about vaccination, health literacy, and behaviors, and prevailing ideologies, we discuss the potential causes of vaccine hesitancy in rural areas that could create barriers for successful public health efforts related to vaccine coverage and provide suggestions to ameliorate the situation.
Findings
Geography-related barriers, health literacy, and preconceived notions are key determinants of adopting healthy behaviors and complying with public health authorities' recommendations among rural individuals during a public-health crisis. We argue that ideology, which is much deeper than preconception or misconception on vaccination, should be incorporated as a key factor to redefine the term “vulnerable populations” in public health research.
Research Limitations/Implications
The limitation of our study is that we have not found an effective way to encourage the populations who hold conservative religious and political ideologies to join the efforts for public health. Even though geography-related barriers may strongly impact the rural dwellers in achieving optimal health, the various forms of ideologies they have toward certain health behaviors cannot be discounted to understand and address vaccine-related disparities in rural areas. There is a need to redefine the term “vulnerable population” particularly as it relates to rural areas in the United States. During large-scale public health disasters, scholars and public health authorities should consider the ideologies of individuals, in addition to other factors such as race/ethnicity, area of residence (rural vs. urban), and socioeconomic factors influencing the existing vulnerabilities and health disparities.
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Aya Diab and Danielle L. Johnson
Children in armed conflict sites exist as a representative of the beginning of life in a space that serves as a constant reminder of the end of life. When children die in these…
Abstract
Children in armed conflict sites exist as a representative of the beginning of life in a space that serves as a constant reminder of the end of life. When children die in these spaces, they become representatives of the pervasive death that looms in and around armed conflict sites. Narrating children through online memorials is one way in which to breathe life back into these children and highlight the atrocities in armed conflict spaces. Looking specifically at the Syrian Civil War, this piece examined English language memorials for children who have died in the Syrian Civil War to understand narrative similarities and differences. The authors first hypothesized that regardless of the post, children were regarded with positive language, as established by previous child memorial research. Second, we hypothesized that there could be some noticeable differences in who’s to blame for the children’s death in two main ways: blaming the regime of Bashar Al-Assad or the Armed Syrian Opposition. Despite focusing on memorials about children, children were missing from the memorials (Theme A: Where Are the Children?). Ever present in the memorials was the conflict between Bashar Al-Assad and the Armed Syrian Opposition (Theme B: Blame Game: Bashar Al-Assad and the Armed Syrian Opposition). This chapter expanded the research areas of online narratives, children in armed conflict sites, and the end-of-life topic area.
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Jordan Fairbairn, Danielle Sutton, Myrna Dawson and Peter Jaffe
Definitions of domestic homicide shape data collection and prevention efforts and, consequentially, our understanding of these crimes. This chapter explores issues related to…
Abstract
Definitions of domestic homicide shape data collection and prevention efforts and, consequentially, our understanding of these crimes. This chapter explores issues related to defining domestic homicide in the context of our work with the Canadian Domestic Homicide Prevention Initiative with Vulnerable Populations (CDHPIVP). We discuss selected case studies to demonstrate what cases are included and excluded in this work and to highlight the importance of understanding our narrower, project-based definition in relation to the larger context of domestic violence-related homicides and deaths. By considering how victims and perpetrators are identified when defining domestic violence, we illustrate how undercounting of domestic homicide may occur, contributing to the “dark figure” of domestic homicide. Furthermore, we argue that cases from certain groups, such as Indigenous women in Canada, may be systematically excluded from definitions of domestic homicide. In reflecting on these issues and cases, our aim is to advance calls for consistency and transparency in definitions to allow for stronger research across jurisdictions (Fairbairn, Jaffe, & Dawson, 2017; Jaffe et al., 2017), as well as to support efforts of initiatives such as domestic violence death review committees (DVDRCs) in their work to prevent domestic homicides.