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Article
Publication date: 1 October 2006

J.S. Panwar and Milan Agnihotri

This study is designed to extend knowledge of cognitive processing of advertising messages by urban children in India.

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Abstract

Purpose

This study is designed to extend knowledge of cognitive processing of advertising messages by urban children in India.

Design/methodology/approach

Data were collected from 250 children aged between 7 and 12 years, drawn in the sample from five major towns of the relatively affluent western state of Gujarat (India) by using the cluster sampling approach. A simple questionnaire using three point rating scale was administered with the help of moderators. Data were analyzed using the SPSS software.

Findings

It was found that children's ability to decode and process advertising messages and to understand their intents is influenced not only by their cognitive abilities at different age strata but also by their social and personal environments. Social norms related to acceptability and appropriateness of gender behavior also influence the processing of ad messages by the children of both sexes. Other elements like likeability of the model, character or endorser, story line, slogan and the music will create liking or disliking for a particular advertisement and hence decoding of its message.

Research limitations/implications

As it was not possible to use advanced psychometric tools for the study on children, a simple three a point scale used for the purpose could have had its own limitations. Future research can benefit from further improvements in measuring techniques.

Originality/value

How children decode an advertising message and what are the sources of influence is not an actively researched topic in India. The study would therefore contribute towards better understanding of children's processing abilities and designing of effective communication strategies.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 18 no. 4
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 2 June 2022

Daniela Corsaro and Valerio D’Amico

The purpose of this paper is to understand the main drivers of change in the relational approaches adopted in business-to-business (B2B) companies as an effect of the digital…

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Abstract

Purpose

The purpose of this paper is to understand the main drivers of change in the relational approaches adopted in business-to-business (B2B) companies as an effect of the digital transformation processes boosted by COVID-19 pandemic.

Design/methodology/approach

The methodology includes a qualitative study based on an abductive approach. Twenty-eight semistructured interviews and two focus groups have been carried out with sales and marketing professionals from different industries.

Findings

The research defines a conceptual framework that describes what the main changes of B2B relational approach are in a context affected by the pandemic, as well as its effects. The framework is constituted by three dimensions, namely, efficiency of the interaction, coordination and digital trust, and seven subdimensions.

Practical implications

This research also contributes to managerial practice, defining some directions to be fulfilled in a business context affected by the COVID-19 emergency to improve efficiency, coordination and trust.

Originality/value

Academic literature has greatly analyzed the transformation of the B2B scenario; less studies have explored how the relational approach is changing due to the digital acceleration caused by COVID-19 pandemic.

Details

Journal of Business & Industrial Marketing, vol. 37 no. 10
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 31 August 2022

Lala Hu and Mirko Olivieri

The purpose of this paper is to investigate how business-to-business (B2B) companies operating in durable goods use digital communications after the COVID-19 outbreak. In…

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Abstract

Purpose

The purpose of this paper is to investigate how business-to-business (B2B) companies operating in durable goods use digital communications after the COVID-19 outbreak. In particular, this paper focuses on the objectives of these digital communication tools for the marketing strategies of B2B white goods firms.

Design/methodology/approach

As the research objective is explorative, the authors conducted a qualitative analysis by collecting 13 semi-structured interviews with B2B marketing professionals working for white goods firms in Italy. Primary data was triangulated with secondary data about the white goods industry, such as sector reports.

Findings

The findings of this paper show an acceleration in the adoption of digital communication tools among B2B firms after COVID-19. The authors also discuss the effects in the use of such tools both in the short and long term.

Originality/value

This paper attempts to contribute to the B2B marketing literature by providing an original analysis of the consequences of the COVID-19 outbreak focusing on the use of digital communication tools among white goods firms. It also provides managerial implications for firms operating in B2B.

Details

Journal of Business & Industrial Marketing, vol. 38 no. 7
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 30 July 2024

Mirko Olivieri and Ginevra Testa

This paper aims to investigate how social media support startups in accessing international markets and interacting with foreign customers and stakeholders, focusing primarily on…

675

Abstract

Purpose

This paper aims to investigate how social media support startups in accessing international markets and interacting with foreign customers and stakeholders, focusing primarily on the social network LinkedIn.

Design/methodology/approach

Given the explorative research aim, the paper adopts a multiple case study approach, analyzing seven Italian food tech startups. 15 semi-structured interviews were conducted, also involving startup accelerators and a business angel to deepen the knowledge on the investigated phenomenon. In addition, a content analysis of the LinkedIn pages of the seven selected startups was conducted using NVivo 14 software.

Findings

The results of this study show that social media support startups to (1) diffuse brand awareness in international markets, (2) position their offering abroad and (3) develop relationships with international stakeholders to penetrate the local business. Furthermore, the main challenges and difficulties related to the use of social media by startups for these purposes were identified.

Practical implications

This study provides useful managerial implications to enable startups to strategically use social media to access international markets and connect with key foreign networks. Also from a policy perspective, incentives to support the expansion and consolidation of startups into international markets are crucial.

Originality/value

Although a vast literature has dealt with internationalization strategies, this study clarifies the role of social media in changing these dynamics speeding up startups’ access to foreign markets and identifying key local stakeholders.

Details

International Marketing Review, vol. 41 no. 5
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 27 July 2020

Deepika Sharma, Rashi Taggar, Sunali Bindra and Sanjay Dhir

This paper aims to epistemologically extend and explore the present theories from prior research conducted in the area of responsiveness. Furthermore, it determines to benchmark…

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Abstract

Purpose

This paper aims to epistemologically extend and explore the present theories from prior research conducted in the area of responsiveness. Furthermore, it determines to benchmark the prominent theories, characteristics, context and methodologies (TCCM) used in the domain since its inception to advance the science and practice of marketing and logistics discipline.

Design/methodology/approach

A seven-step methodology (SSM) has been introduced to create a comprehensive dataset. Based upon the selection criteria of high-ranked journals and language, the research studies have been retrieved from Scopus, Web of Science, Business Source Complete and journal homepage to avoid the error of exclusion. Moreover, the dataset has been compiled using manual and electronic searches without any limitation of time.

Findings

The search for a suitable dataset retrieved 642 documents by identifying “1969” as the beginning year of research in the subject domain. The analysis found that responsiveness has been prominently studied in the manufacturing industry. The results also advocate responsiveness as the vital antecedent to performance and satisfaction. Frameworks have been proposed with significant propositions for future empirical testing and theory inventiveness by researchers.

Originality/value

The study pioneers its utility for retailers to recognize the firms' inherent abilities and strengths, which can be promoted to create responsiveness more than ever. The analysis results can act as the compelling force to understand the driving power of various factors influencing responsiveness.

Details

Benchmarking: An International Journal, vol. 27 no. 9
Type: Research Article
ISSN: 1463-5771

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Article
Publication date: 27 January 2022

Lala Hu

The purpose of this paper is to analyze how the personal protective equipment (PPE) industry managed supply chain and business relationships disrupted by the COVID-19 pandemic…

1558

Abstract

Purpose

The purpose of this paper is to analyze how the personal protective equipment (PPE) industry managed supply chain and business relationships disrupted by the COVID-19 pandemic, and the adoption of digital and social media during the period of crisis management.

Design/methodology/approach

The methodology used is qualitative based on 14 interviews with 11 PPE firms operating in Italy, the first Western country that implemented a national lockdown during the COVID-19 outbreak in 2020.

Findings

Findings suggest that although most PPE companies in Italy have been slow in implementing digital transformation, digital technologies and communication enhanced existing assets and capabilities creating new customer value during the COVID-19 outbreak. The pandemic has increased the relevance of social media as an effective tool in the business-to-business (B2B) context to provide updated information and training, as well as to reinforce and personalize business relationships, weakened by the lack of physical contacts during the lockdown. Moreover, highly interdependent buyer–supplier relations can increase supply chain resilience to disruptions in mutually dependent relationships/partnerships.

Research limitations/implications

By analyzing the main issues encountered during the pandemic and the digital strategies adopted by PPE companies, this study seeks to extend B2B literature on supply chain disruption management and digitalization. The limitations refer to the study’s generalizability as a limited number of firms are analyzed.

Practical implications

Implications for B2B companies and policymakers are provided with the extent of managing supply chain disruptions during emergency situations such as COVID-19 pandemic, when collaboration between different actors involved become essential.

Originality/value

No previous studies have analyzed how PPE firms used digital and social media in managing disruption in supply chain and business relationships. Therefore, the present study contributes to extend the B2B literature by analyzing the related effects during the COVID-19 pandemic.

Details

Journal of Business & Industrial Marketing, vol. 37 no. 10
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 25 January 2021

Tahseen Anwer Arshi, Venkoba Rao, Sumithra Viswanath and Vazeerjan Begum

The study aims to develop measures for innovation effectiveness impacting organizational performance outcomes. Substantial evidence suggests that measuring innovation…

348

Abstract

Purpose

The study aims to develop measures for innovation effectiveness impacting organizational performance outcomes. Substantial evidence suggests that measuring innovation effectiveness (IE) continues to be challenging because of the use of different measures across innovation’s broad spectrum. The purpose of this study is to overcome it by examining multiple drivers of IE in emerging market economies (EMEs) and predicting their impact on financial and nonfinancial performance outcomes.

Design/methodology/approach

Through a two-wave panel design, firms from India, Oman and the United Arab Emirates participated in the study with a time lapse of 12 months (T1n = 417, T2n = 403). Four cross-lagged competing models are tested for autoregressive, causal, reversed and reciprocal effects using structural equation modeling (SEM).

Findings

The findings show that the synergistic effect of multiple innovation characteristics, such as innovation degree, cost, frequency and speed determines its endogenous effectiveness. The exogenous effectiveness of innovation is further established through its impact on financial and nonfinancial performance outcomes. Furthermore, readiness for innovation (RFI) is a critical factor that moderates the relationship between drivers and IE.

Practical implications

The study’s findings could inform practitioners in emerging market economies about the appropriate measures of IE. It will guide managerial decisions on making an investment, evaluation, accountability and strategic choices related to innovation.

Originality/value

It is one of the first studies that use a time-based lens to examine IE in EMEs. It posits that given the innovation’s complexity, IE needs to be measured at multiple levels. The study explains how evolutionary dynamics in different sociocultural contexts can bring a new perspective into theory of diffusion of innovation. The moderating role of RFI brings new insights into the IE process and emphasizes its importance in objective-driven and performance-focused innovation efforts.

Details

International Journal of Innovation Science, vol. 13 no. 4
Type: Research Article
ISSN: 1757-2223

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Article
Publication date: 16 August 2021

Daniela Corsaro and Isabella Maggioni

This study aims to offer a conceptualization of sales transformation, a phenomenon that is redefining the role of salespeople and the nature of Business-to-Business (B2B…

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Abstract

Purpose

This study aims to offer a conceptualization of sales transformation, a phenomenon that is redefining the role of salespeople and the nature of Business-to-Business (B2B) relationships while disrupting the selling logics across a variety of industries.

Design/methodology/approach

Through a two-stage approach, the authors propose and test a conceptual model of sales transformation. The authors conducted 20 interviews and two focus groups with sales directors and managers. The authors then surveyed directors, executives and managers in the sales area (n = 190) and tested a reflective–formative hierarchical model using partial least squares structural equation modeling (PLS-SEM).

Findings

Sales transformation is a multidimensional construct that includes four higher-order dimensions, namely, people, digitalization, integration and acceleration, and 16 sub-dimensions. These dimensions simultaneously contribute to the sales transformation phenomenon that is conceptualized as a systemic process. This study also offers a measurement tool to assess the degree of sales transformation and enhance the value generated through sales.

Originality/value

Although many companies are facing challenges stemming from the process of sales transformation, most studies have only focused on micro-aspects of this transformation. This study provides a holistic view of sales transformation aimed at understanding the complexity of this phenomenon by adopting a macro-level perspective on the different dimensions that contribute to its occurrence and development.

Details

Journal of Business & Industrial Marketing, vol. 37 no. 3
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 29 November 2018

Roberto Chierici, Alice Mazzucchelli, Alexeis Garcia-Perez and Demetris Vrontis

The purpose of this paper is to empirically investigate how big data collected from social media contribute to knowledge management practices, innovation processes and business…

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Abstract

Purpose

The purpose of this paper is to empirically investigate how big data collected from social media contribute to knowledge management practices, innovation processes and business performance.

Design/methodology/approach

The study used 418 questionnaires collected from firms that actively invest in marketing, advertising and communication in the Italian market. The hypotheses testing and analysis were conducted using structural equation modeling.

Findings

The results reveal that customers’ data gathered from social media produce different effects on knowledge management practices and firms’ innovation capacity. Furthermore, increased innovation capacity turned out to affect customer relationship performance directly, while it contributes to gain better financial performance only when it is used to gain relational outcomes.

Originality/value

The outcomes of the study help firms to develop a clear understanding about which big data retrieved from social media can be useful to improve their knowledge management practices and enhance their innovation capacity. Moreover, by investigating the mediating role of big data knowledge management in the context of social media knowledge acquisition and innovation capacity, this study also extends the mediation variables used to understand the relationship between knowledge capabilities and practices and innovation constructs.

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Article
Publication date: 15 March 2013

Zied Kechaou, Ali Wali, Mohamed Ben Ammar, Hichem Karray and Adel M. Alimi

Despite the actual prevalence of diverse types of multimedia information, research on video news is still in an early stage. Improving the accessibility of video news seems worth…

429

Abstract

Purpose

Despite the actual prevalence of diverse types of multimedia information, research on video news is still in an early stage. Improving the accessibility of video news seems worth investigating, therefore, the purpose of this paper is to present a new combination mode of video news text clustering and selection. This method is useful for sorting out and classifying various types of news videos and media texts based on sentiment analysis.

Design/methodology/approach

A novel system is proposed, whereby video news are identified and categorized into good or bad ones via the authors' suggested Hidden Markov Model (HMM) and Support Vector Machine (SVM) hybrid learning method. Actually, an exploratory video news sentiment analysis case study, conducted on various news databases, has proven that the feature‐selection‐combining method, encompassing the Information Gain (IG), Mutual Information (MI) and CHI‐statistic (CHI), performs the best classification, which testifies and highlights the designed framework's value.

Findings

In fact, the system turns out to be applicable to several areas, especially video news, where annotation and personal perspectives affect the accuracy aspect.

Research limitations/implications

The present work shows the way for further research pertaining to the personal attitudes and the application of different linguistic techniques during the classification.

Originality/value

The achieved results are so promising, encouraging and satisfactory, that they highlight the originality and efficiency of the authors' approach as an effective tool enabling to secure an easy access to video news and multi‐media texts.

Details

Journal of Systems and Information Technology, vol. 15 no. 1
Type: Research Article
ISSN: 1328-7265

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