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Article
Publication date: 10 April 2017

Angeline Close Scheinbaum, Stefan Hampel and Mihyun Kang

Marketers use e-mail in new, potentially more informative, entertaining and lucrative ways – such as embedding video. The purpose of this paper is to examine consumer responses to…

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Abstract

Purpose

Marketers use e-mail in new, potentially more informative, entertaining and lucrative ways – such as embedding video. The purpose of this paper is to examine consumer responses to audiovisual (i.e. text along with a short video) versus text-only messages in brand communication. Specifically, authors seek to uncover the efficacy of marketer-embedded video (vs text-only) in e-mail on the consumer's product interest, informativeness, perceived prestige, electronic word-of-mouth (e-WOM) intentions and willingness to pass the electronic message along digitally or on social media. With the dual coding theory and selective visual attention as theoretical guideposts, the intended contribution is a framework that can explain and predict advantages for multi-modal e-mail marketing communications.

Design/methodology/approach

Five hypotheses are tested experimentally with a one-factor experiment with two conditions (text-only vs audiovisual). The sample was 240 adult participants. Real brands (Audi and Apple) were used. For both brands, participants were randomly assigned to one of two conditions of the e-mail (i.e. audiovisual vs text-only). The stimuli are identical, with the exception of embedded video in the e-mail body. The videos are authentic brand videos, are approximately 50 s and use a product feature appeal. Participants’ pre-existing brand attitude was measured. Then, five dependent variables (product interest, informativeness, perceived prestige, e-WOM intentions and willingness to pass the electronic message along digitally or on social media) were considered with respect to consumer exposure to e-mail with video and text in the e-mail from the brand versus text-only e-mail from the brand.

Findings

The results supported the hypotheses that audiovisual messages (i.e. those with text and video) heighten informativeness, product interest, perceived prestige, intentions to spread e-WOM for a brand and willingness to pass along the e-mail along to friends and family when compared to text-only messages. These experimental findings from a one-factor experiment with two conditions (text-only vs audiovisual) are generally consistent for an American consumer technology brand Apple (iPhone) and a German luxury automobile brand Audi (S4). Hypotheses are supported for both brands (Apple and Audi), with the exception of product interest for Audi, which may be explained by the high price of a luxury automobile.

Research limitations/implications

An implication here for the dual coding theory is that the theory may be extended to consider what happens after the consumer codes the information with both the verbal and the non-verbal subsystem. The finding of interest to information processing scholars is that a video accompanying text communication from a brand to a consumer has an advantage over text-only communication. Brands that communicate with multi-modal marketing communication have better outcomes in informativeness, brand prestige perceptions and intentions of online consumer behaviors, including positive e-WOM for the brand in general and willingness to pass the specific content along in digital and social media platforms. Consumers can become brand advocates by being more inclined to forward the e-mails with the product short video as well as the e-mail text.

Practical implications

Brand marketers should consider e-mail in an integrated brand promotion (IBP) campaign as a cost advantage; one of the reasons e-mail should have a solid place in the IBP toolkit is due to e-mail's relatively low cost. The main cost comes with administration and production of the video. As a managerial implication for advertisers, embedding ads of a short video format in e-mails is a way to be more effective than plain-text e-mails. Short videos in e-mails are a reasonable idea to include in an integrated marketing communications effort (plausibly due to information processing with both a verbal and a non-verbal system). Brands can use videos in e-mails to enhance informativeness regarding products to enhance product differentiation from competitors. Yet, it is important to raise caution with some concerning disadvantages potentially associated with e-mail marketing and video. The three areas of caution include potential issues of privacy, clutter and technical inhibitors.

Originality/value

Despite the fact that e-mail is one of the most heavily used communication tools in marketing, there is scarce literature on e-mail and branding. By brands evoking a degree of prestige with embedded videos, consumer willingness to become part of the marketing communications is enhanced, as their e-WOM and willingness to share the branded content increase.

Details

European Journal of Marketing, vol. 51 no. 3
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 June 2003

Barbara F.H. Allen

Discusses collection building of contemporary German belles‐lettres and introduces 20 contemporary German‐language writers of the younger generation, presenting their…

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Abstract

Discusses collection building of contemporary German belles‐lettres and introduces 20 contemporary German‐language writers of the younger generation, presenting their bio‐bibliographies. Librarians who are not already collecting these authors might consider expanding their German literature collections by adding some of the works listed.

Details

Collection Building, vol. 22 no. 2
Type: Research Article
ISSN: 0160-4953

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Article
Publication date: 24 August 2021

Frank Bodendorf, Manuel Lutz, Stefan Michelberger and Joerg Franke

Cost transparency is of central importance to reach a consensus between supply chain partners. The purpose of this paper is to contribute to the instrument of cost analysis which…

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Abstract

Purpose

Cost transparency is of central importance to reach a consensus between supply chain partners. The purpose of this paper is to contribute to the instrument of cost analysis which supports the link between buyers and suppliers.

Design/methodology/approach

Based on a detailed literature review in the area of cost analysis and purchasing, intelligent decision support systems for cost estimation are identified. Subsequently, expert interviews are conducted to determine the application possibilities for managers. The application potential is derived from the synthesis of motivation, identified applications and challenges in the industry. Management recommendations are to be derived by bringing together scientific and practical approaches in the industry.

Findings

On the one hand, the results of this study show that machine learning (ML) is a complex technology that poses many challenges for cost and purchasing managers. On the other hand, ML methods, especially in combination with expert knowledge and other analytical methods, offer immense added value for cost analysis in purchasing.

Originality/value

Digital transformation allows to facilitate the cost calculation process in purchasing decisions. In this context, the application of ML approaches has gained increased attention. While such approaches can lead to high cost reductions on the side of both suppliers and buyers, an intelligent cost analysis is very demanding.

Details

Supply Chain Management: An International Journal, vol. 27 no. 6
Type: Research Article
ISSN: 1359-8546

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Book part
Publication date: 11 September 2012

Mark Klinedinst

The global financial meltdown brought to light a number of weaknesses in the U.S. financial system. Not all financial institution types will be taking large sums of taxpayer money…

Abstract

The global financial meltdown brought to light a number of weaknesses in the U.S. financial system. Not all financial institution types will be taking large sums of taxpayer money to address their crippling decisions. Credit unions in the United States represent a type of financial cooperative that will probably not take any taxpayer money directly due to their structure and prudential oversight. Commercial banks, especially the megabanks, are likely to see even more bailouts in the future unless structural weaknesses are addressed in the clarifications as part of the enforcement of the Dodd-Frank Act. Using a unique panel data set on U.S. commercial banks, thrifts and credit unions from 1994 through 2010 performance metrics on a number of dimensions (over 300,000 observations) point to strengths and weaknesses of the various financial institutional forms. Credit unions also have had far fewer adjustable rate mortgages and mortgage-backed securities as a percentage of their portfolio. Robust estimators to correct for potential endogeneity are used to analyze the return on assets differentials between different institutional forms and portfolios. When controlling for size, region and portfolios credit unions are often estimated to have a better return on assets. Institutions with assets under 50 million dollars, about 50 percent of the total sample, show credit unions having higher efficiency in that they control more assets per dollar spent on salaries than commercial and savings banks.

Details

Advances in the Economic Analysis of Participatory and Labor-Managed Firms
Type: Book
ISBN: 978-1-78190-221-9

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Article
Publication date: 1 March 1996

Martin Lohmann

The paper describes the method and the results of a pilot‐study on recreational effects of holidays. The objective of the study was to get first insights in the psychological…

198

Abstract

The paper describes the method and the results of a pilot‐study on recreational effects of holidays. The objective of the study was to get first insights in the psychological process of recreation during holidays: E.g. How can recreation be measured? What kind of changes in the emotional state do occur during long term recreational processes? Do people perceive themselves as «recreated» during or after a holiday? A sample of 59 German teachers were asked to fill in psychological questionnaires before, during and after their summer holiday 1992. The questionnaires used measured different dimensions of personal condition (mood), individual effects of work load, and some data concerning organisational and motivational aspects of the holiday trip as well as sociodemographic data.

Details

The Tourist Review, vol. 51 no. 3
Type: Research Article
ISSN: 0251-3102

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Article
Publication date: 7 September 2010

Markus Ketterl, Olaf A. Schulte and Adam Hochman

The purpose of this paper is to introduce the Opencast Community, a global community of individuals, institutions, and commercial stakeholders exchanging knowledge about all…

922

Abstract

Purpose

The purpose of this paper is to introduce the Opencast Community, a global community of individuals, institutions, and commercial stakeholders exchanging knowledge about all matters relevant in the context of academic video and promoting projects in this context. It also gives an overview of the most prominent of these projects, Opencast Matterhorn – a community‐driven open source solution for producing, managing, and distributing academic video.

Design/methodology/approach

The paper will demonstrate that Opencast Matterhorn is satisfying institutional needs to manage audiovisual content more efficiently as video is becoming a significant resource in research and education. Furthermore, the paper highlights that Opencast Matterhorn as a product and as a project is open for contributions from the research community and provides an excellent environment for the integration of research results from media analysis, multimedia authoring, search technologies, and other related fields.

Findings

Opencast Matterhorn provides a scalable open source solution for universities to manage academic video. Its service‐oriented architecture makes it customizable to institutional needs and open for contributions from users as well as media research.

Originality/value

The paper provides an insight to the idea of Opencast, the Opencast Community, and Opencast Matterhorn – and how they will help academic institutions to better manage and exploit the full richness of educational video.

Details

Interactive Technology and Smart Education, vol. 7 no. 3
Type: Research Article
ISSN: 1741-5659

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