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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Victor Barger, James W. Peltier and Don E. Schultz
In “Social media’s slippery slope: challenges, opportunities and future research directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to leverage…
Abstract
Purpose
In “Social media’s slippery slope: challenges, opportunities and future research directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to leverage consumer engagement into highly profitable relationships for both parties”. The purpose of this article is to continue this discussion by reviewing recent literature on consumer engagement and proposing a framework for future research.
Design/methodology/approach
The paper reviews the marketing literature on social media, paying particular attention to consumer engagement, which was identified as a primary area of concern in Schultz and Peltier (2013).
Findings
A significant amount of research has been conducted on consumer engagement since 2010. Lack of consensus on the definition of the construct has led to fragmentation in the discipline, however. As a result, research related to consumer engagement is often not identified as such, making it difficult for academics and practitioners to stay abreast of developments in this area.
Originality/value
This critical review provides marketing academics and practitioners insights into the antecedents and consequences of consumer engagement and offers a conceptual framework for future research.
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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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Barbara Barney-McNamara, James Peltier, Pavan Rao Chennamaneni and Keith Eric Niedermeier
The purpose of this paper is to provide a detail review of the social selling literature and to offer future research needs. Social selling has gained the attention of sales…
Abstract
Purpose
The purpose of this paper is to provide a detail review of the social selling literature and to offer future research needs. Social selling has gained the attention of sales researchers. Rather than merely a new tool, social selling redefines the traditional sales process. However, the literature is spread across topics of social media and sales, social customer relationship management, salesforce automation and social selling, and does not provide an agreed-upon definition or tested construct for implementation.
Design/methodology/approach
The paper presents a comprehensive literature review of social selling and all related terminology.
Findings
The authors propose a social selling framework that includes personal branding, information exchange, networking and social listening to define and outline the construct while suggesting the antecedents and outcomes to guide future research. Findings from a literature review include outlining key theories used in social selling research.
Originality/value
This review offers a conceptual framework of social selling, including both antecedents and outcomes, to inform future research and guide academics and practitioners.
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Elizabeth Manser Payne, James W. Peltier and Victor A. Barger
In this invited paper, the authors aim to offer an integrated marketing communications (IMC) framework for understanding how disparate customer touchpoints impact consumer…
Abstract
Purpose
In this invited paper, the authors aim to offer an integrated marketing communications (IMC) framework for understanding how disparate customer touchpoints impact consumer engagement and profitability in an omni-channel environment. For each aspect of the framework, the authors recommend areas for further research.
Design/methodology/approach
The authors review literature linking personal and electronic channels of communication in an omni-channel context to consumer engagement, with an emphasis on channel and message unity.
Findings
Five major research areas were identified: research that better links omni-channel and IMC theory and practice; conceptual and empirical research that helps operationalize the consumer-brand engagement construct, including its antecedents and consequences; Build understanding of off- and on-line consumer-brand touchpoints and how they may enhance engagement and profitability; how omni-channel IMC best monetizes buyer–seller relationships; and omni-channel IMC in other consumer decision contexts.
Practical implications
The emergence of omni-channel marketing is breaking down the silos across available consumer-brand touchpoints. The intersection of effective omni-channel marketing and IMC strategic and tactical initiatives offers marketers an opportunity to engage their customers and to form profitable relationships.
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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Elizabeth H. Manser Payne, James Peltier and Victor A. Barger
The purpose of this study is to investigate the relationships that influence the value co-creation process and lead to consumer comfort with artificial intelligence (AI) and…
Abstract
Purpose
The purpose of this study is to investigate the relationships that influence the value co-creation process and lead to consumer comfort with artificial intelligence (AI) and mobile banking (AIMB) service platforms.
Design/methodology/approach
A conceptual model was developed to investigate the value-in-use perceptions of AI-based mobile banking applications via five antecedents: baseline perceptions of current bank service delivery; service delivery configuration benefits; general data security; safety perceptions of specific mobile banking services; and perceptions of AI service delivery. Data were collected from 218 respondents and analyzed using structural equation modeling.
Findings
This study highlights the role and importance of the sequential relationships that impact the assessment of AIMB. The findings suggest that service delivery and the customer’s role in value co-creation change as AI is introduced into a digital self-service technology channel. Furthermore, AIMB offers transaction-oriented (utilitarian) value propositions more so than relationship-oriented (hedonic) value propositions.
Research limitations/implications
The sample consisted on digital natives. Additional age cohorts are needed.
Practical implications
As financial institutions redirect their business models toward digital self-service technology channels, the need for customers to feel comfortable while interacting with an AI agent will be critical for enhancing the customer experience and firm performance.
Originality/value
The authors extend the service-dominant logic (SDL) literature by showing that value co-creation is a function of both firms’ technologies and consumers’ value-in-use, a finding that appears to be unique in the literature. The authors advance the digital transformation literature by evaluating AIMB as an interactive process that requires an understanding of key technology constructs, including perceptions of baseline service relationships, desired service configurations, security and safety issues and whether AI is useful for value co-creation. To the best of the authors’ knowledge, this is the first SDL framework that investigates interactive and structural relationships to explain value-in-use perceptions of AIMB.
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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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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.