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Effects of recommendation systems on consumer inferences of website motives and attitudes towards a website
Hyun Ju Jeong and Mira Lee, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 539-558
Drawing on the theoretical framework of consumer inferences of marketer motives, we explore consumer responses to different types of product recommendation provided by an e-commerce website (i.e.
Drawing on the theoretical framework of consumer inferences of marketer motives, we explore consumer responses to different types of product recommendation provided by an e-commerce website (i.e. recommendation systems, RS). The findings demonstrate that RS for alternative brands only are most likely to lead to the consumer inference of a consumer-serving motive, followed by RS for both alternative brands and additional products, and RS for additional products only. In turn, the consumer inference of a consumer-serving motive has a positive influence on attitude towards the website. However, the consumer inference of a firm-serving motive does not mediate the effect of RS type on attitude towards the website. Further, the effect of RS type on attitude towards the website occurs only for consumers low in interpersonal trust. Theoretical and managerial implications are also discussed.
Feel Nothing, Do Nothing: Unlocking the emotional secret of online spending
Tom Ewing, Joost Vastenavondt, Koen de Vos and Orlando Wood, ESOMAR, Congress, Istanbul, September 2013
This paper explains how MasterCard, the financial services company, used research to better understand online purchasing and payment behaviour.
This paper explains how MasterCard, the financial services company, used research to better understand online purchasing and payment behaviour. Despite the vast amount of data generated regarding consumer behaviour when purchasing online, the picture is incomplete. This paper identifies two gaps - intention and emotional response - and describes research methods that aim to fill these gaps. The research helped MasterCard to develop the positioning for their online payment services, taking into account how consumers feel and how they buy.
Using GPS Analytics and In-the-Moment Mobile: Surveys for insight into 2012 holiday shopping behaviour
Thaddeus R. F. Fulford-Jones and Eric H. Weiss, ESOMAR, Congress, Istanbul, September 2013
This paper discusses the lessons learned by Locately, the consumer location analytics company, from a project to understand shopper journeys.
This paper discusses the lessons learned by Locately, the consumer location analytics company, from a project to understand shopper journeys. GPS technology allows companies to mine data on shoppers' location and journeys, and trigger mobile surveys for shoppers when they enter a store. However, this technology creates concerns around privacy and the correct way to invite participation. This paper examines how visit-triggered in-store mobile surveys allowed Locately to evaluate the impact of marketing activations.
A 4-Dimensional View of the Digitally Engaged Consumer: Creating a single-source methodology to harness insights of today's 'new' consumer
Maria Domoslawska and Heather Dougherty, ESOMAR, Congress, Istanbul, September 2013
This paper discusses research into consumer engagement with brands across different technology platforms.
This paper discusses research into consumer engagement with brands across different technology platforms. It explains how a single-source methodology was developed to allow advertisers to understand the behaviour and purchasing intent of digitally engaged consumers, finding that there is a discrepancy between what consumers says they do online, and what they actually do. Understanding the in-depth segmentation of consumers is important as they now expect a personalised brand message across platforms.
Unlocking Success with Digital Shoppers: The e-commerce barriers and enablers that you need to consider
Jeanne Danubio and Nikhil Sharma, ESOMAR, Congress, Istanbul, September 2013
Nielsen's survey of 30,000 U.S. consumers uncovered the key ways in which increased use of digital technology is impacting the way consumers move along the traditional path to purchase.
Nielsen's survey of 30,000 U.S. consumers uncovered the key ways in which increased use of digital technology is impacting the way consumers move along the traditional path to purchase. This research views the path to purchase from the perspective of the increasingly connected shopper, explores the benefits/barriers to digital adoption of key consumer product categories, and considers how to integrate digital touch points that achieve success online and in-store. Results illuminate the role that various digital touch points play in influencing shoppers' purchase decisions.
Optimizing the Amount of Entertainment in Advertising: What's So Funny about Tracking Reactions to Humor?
Thales S. Teixeira and Horst Stipp, Journal of Advertising Research, Vol. 53, No. 3, 2013, pp. 286-296
Humor and other entertaining content, as opposed to demonstrations of product features and “selling,” are increasingly used in advertising, such as TV commercials, to attract and keep consumers’ attention.
Humor and other entertaining content, as opposed to demonstrations of product features and “selling,” are increasingly used in advertising, such as TV commercials, to attract and keep consumers’ attention. This study uses facial tracking to explore how marketers can best use entertainment in ads to increase their effectiveness in increasing intent to purchase. The findings suggest that the optimal amount of entertainment differs by type of entertainment and target group, but not by product category, and confirms that the funniest ads are not necessarily the most effective.
Discriminating between behaviour using market data from panels
Hsiu-Yuan Tsao, Leyland Pitt and Colin Campbell, International Journal of Market Research, Digital First, August 2013
Considerable research exists on stochastic models of switching behaviour that uses sequences of individual-level purchase data.
Considerable research exists on stochastic models of switching behaviour that uses sequences of individual-level purchase data. While at the individual level, sample size and sequence length are limiting factors, at the aggregate level, heterogeneity with respect to purchase sequences may assist in interpreting results. The authors propose an approach to discriminate between the switching behaviour of variety seeking, indifference and reinforcement. Only the proportion of 100% loyal customers, market share data and an estimation of the promotional effect - information all available from consumer panel data - are necessary to fit the model.
Making sense of online consumer reviews: a methodology
Karen Robson, Mana Farshid, John Bredican and Stephen Humphrey, International Journal of Market Research, Vol. 55, No. 4, 2013, pp. 521-537
Online consumer reviews have become an increasingly important source of information for both consumers (i.e.
Online consumer reviews have become an increasingly important source of information for both consumers (i.e. about whether to buy) and marketers (i.e. about product strengths and weaknesses). However, online consumer reviews are unstructured and unsystematic in nature, making interpretation of these reviews an enormous challenge. The current paper sheds light on a particular methodology that can be used to investigate what consumers say about companies, brands or products. Consumer reviews of the four best-selling games available on Apple’s App Store were compiled. Leximancer, a content analysis package, was used to compare comments from users who provided games with a five-star rating versus a one-star rating. Results from the Leximancer analysis reveal the most common themes and concepts that consumers use to describe their experience with these games. Specifically, five-star reviewers describe games as fun, awesome, amazing and addictive; one-star reviewers describe games as boring, easy and stupid. Additionally, negative reviews include themes regarding the presence of ads, technological difficulties and value. Future research should explore how consumers and marketers use this information.
The effect of engagement with social media on purchase behaviors
Edward Malthouse, Mark Vandenbosch, Su Jung Kim and Bobby Calder, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper investigates whether the contribution of user generated content (UGC) in social media competitions affects consumer purchase behaviour, and then attempts to calculate the return on investment.
This paper investigates whether the contribution of user generated content (UGC) in social media competitions affects consumer purchase behaviour, and then attempts to calculate the return on investment. The paper also attempts to identify the key components of an effective social media competition, and investigates if there are any long-term effects on consumer buying behaviour. Data is analysed from two social media contests for Canada's Air Miles Reward Program (AMRP), one of the largest loyalty programs in the world.
Keep the Social in Social Media: The Role of Social Interaction in Avatar-Based Virtual Shopping
Jang Ho Moon, Eunice Kim, Sejung Marina Choi and Yongjun Sung, The Journal of Interactive Advertising, Vol. 13, Issue 1 2013
This study investigates how, in a virtual store environment, an avatar-mediated interaction with a salesperson and a peer consumer influences a consumer's shopping experience and brand evaluation.
This study investigates how, in a virtual store environment, an avatar-mediated interaction with a salesperson and a peer consumer influences a consumer's shopping experience and brand evaluation. The study examines the effects of a consumer's interaction with the salesperson and peer consumer avatars and how these interactions affect the consumer's perceived social presence, shopping enjoyment, attitude toward the brand, and purchase intention. The results suggest that a consumer's social interactionwith a salesperson and a peer shopper in the form of avatar-mediated communication enhances the consumer's social presence, enjoyment, brand attitudes, and purchase intention. Regarding the consumer's shopping enjoyment, the results also demonstrate that perceived social presence significantly mediates the effects of avatar-based social interaction. This in turn improves the consumer's brand attitude and purchase intention. In light of these findings, marketers in social virtual worlds should focus on creating a socially engaging shopping environment and on fostering a strong sense of social presence via social interaction among avatars.
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