Digital marketing and social media: Why bother?

Changes in consumer behavior require firms to rethink their marketing strategies in the digital domain. Currently, a significant portion of the associated research is focused more on the customer than on the firm. To redress this shortcoming, this study adopts the perspective of the firm to facilitate an understanding of digital marketing and social media usage as well as its benefits and inhibitors. The second generation of Internet-based applications enhances marketing efforts by allowing firms to implement innovative forms of communication and co-create content with their customers. Based on a survey of marketing managers, this article shows that firms face internal and external pressures to adopt a digital presence in social media platforms. Firms’ digital marketing engagement can be categorized according to perceived benefits and digital marketing usage. To improve digital marketing engagement, marketers must focus on relationship-based interactions with their customers. This article demonstrates how some firms are already accomplishing just that.     

Rethinking the boundaries of social marketing: Activism or advertising?

In some areas of public health concern, corporate marketing activities may negate social marketing messages targeting individuals. Traditional social marketing campaigns may be ineffective when commercial marketing activities create an environment that encourages and maintains unhealthy behaviors. This article explores the role of social marketing in these instances.     

Is your organization conducive to the continuous creation of social value? Toward a social corporate entrepreneurship scale

Over the last decade, explicit emphasis on the creation of social value has grown in profit-seeking firms as well as nonprofits and has even led to the emergence of a new legal organizational classification known as for-benefit corporations. Like financial value, social value is dynamic and therefore subject to perpetual changes in the firm’s external environment, changes that yield opportunities and threats for the firm. Although social entrepreneurship researchers have begun to study the identification and exploitation of opportunities to create social value, this research has taken place primarily within the context of startup organizations. In contrast, corporate entrepreneurship research has emphasized value creation within existing firms, but focused primarily on the identification and exploitation of opportunities to create financial value. Combining the two, we examine the creation of social value within the firm by proposing the social corporate entrepreneurship scale (SCES), a new instrument that measures organizational antecedents for social corporate entrepreneurship and offers managers an opportunity to analyze whether the perceived environment is supportive of corporate entrepreneurial behaviors intended to create social as well as financial value. The article concludes with a discussion of the instrument’s potential contribution to managerial practice.     

When do firms invest in offensive and/or defensive marketing?

Market conditions may lead firms to increase offensive marketing activities aimed at attracting new customers, and/or to enhance defensive relationship building intended to retain current customers. Characteristics of the marketing environment are examined, including firms' interest in technology adoption and perceived need to apply it to provide structure for the supply chain, product development, quality control, and social impact. Such indicators relate to the firm's perception of “competitive intensity” in the marketplace. Survey results from 196 manufacturing companies show that technology adoption propensity and competitive intensity are associated with greater investments in offensive marketing activities as well as customer and employee engagement.     

Upstream or downstream in the value chain?

Companies in the natural resources industry (e.g., mining, timber, farming and fishery) face the dilemma of whether to focus upstream or downstream in the value chain. The literature provides arguments and empirical evidence for either position. This paper presents an analytical framework based on the neoclassical theory of the firm, for which the best competitive advantage is the one that maximizes production efficiency. It serves to formulate an optimization model for the sawmill industry, and draws the data from the largest sawmilling company in the southern hemisphere. Although one conclusion is that the company should concentrate on the upstream activities, such conclusion is not applicable to other firms, since the analysis of the upstream-downstream dilemma must focus on the individual capabilities of each firm.     

When do consumers feel betrayal and face-loss? Examining service communality and social presence types in service failures

This study investigates the importance of consumer–restaurant relationship norms (service communality) in connection with consumer–companion social presence types (business versus private) in producing consumers’ feelings of betrayal and face-loss in service failures. The results suggest that consumers felt more betrayed and face-loss in service failures as service communality increased. In addition, social presence types moderated the effect of service communality on face-loss, suggesting consumers in private social presence situations were more sensitive to face-loss as service communality increases. These findings were integrated into a discussion of theoretical and managerial implications regarding restaurant service management.     

The role of social value creation in business model formulation at the bottom of the pyramid – Implications for MNEs?

This paper presents an exploratory study of how social value creation and business models may be interrelated in the context of the bottom of the pyramid (BOP) business formation. We develop our analysis around five case studies of actual businesses set up in rural India by people in the BOP. We attempt to draw implications from the performance of the business models in the BOP for what MNE strategies of engagement with the BOP may learn from the processes we analysed.     

The prospects for marketing strategy and the marketing discipline in Era V: is the prognosis promising or problematic?

ABSTRACT

I thank professors Bernard Jaworski, Brian Jones, Eric Shaw, and Rajan Varadarajan for commenting on my article on ‘Advancing Marketing Strategy in the Marketing Discipline and Beyond’ and for suggesting ways to advance marketing strategy and the overall discipline in marketing’s future ‘Era V’. This note responds to some of their queries, critiques, and recommendations related to the past, present, and future of marketing strategy and the marketing discipline.     

Marketing social marketing to commercial partners: what's in it for them?

Commercial partnerships in social marketing have grown increasingly important in the context of diminishing resources from international donors in developing countries. In 1997, the Futures Group International (Futures) negotiated an agreement with Pharmacia & Upjohn/Brazil to introduce Depo-Provera, a 3-month injectable contraceptive, at a social marketing price with strong consumer marketing support. The key to the collaboration was to demonstrate that making Depo-Provera accessible to low-income consumers was a viable marketing strategy. The author describes the process of designing, negotiating, and implementing the successful commercial partnership. Brazilian women stand to gain the most from the partnership between Futures and Pharmacia & Upjohn/Brazil, for in the absence of such a coordinated effort, Depo-Provera would be available to only upper-income, breast-feeding women whose only source of information on the method would be private physicians. The partnership will bring Depo-Provera to a broader segment of Brazil's women.     

Disruptive innovation and the creation of social capital in Indonesia’s urban communities

Abstract

Existing research on social capital has primarily focused on examining the outcomes of social capital, whether these are about individual, organizational or even societal outcomes. However, much research is still needed in terms of examining how social capital is created. We contribute to filling this gap by examining the ways in which social capital is created in urban communities in an emerging economy. Social capital, in this study, is viewed as being created as a consequence of an organization’s disruptive innovation. We analyse the context of Go-Jek, a rather newly established service firm in Indonesia, and examine how the disruptive innovation of Go-Jek’s service provision influences the creation of social capital in terms of social connectedness, trust, and shared understanding, in Indonesia’s urban communities.     

Personal privacy and Internet marketing: An impossible conflict or a marriage made in heaven?

With the decline of print media and network television, marketing strategy is changing. As these advertising vehicles are slowing down and more individuals turn to the Internet for daily functioning, marketers are following in kind. Technology offers businesses and marketing specialists the ability to collect immense amounts of private data about individuals’ interests or characteristics as they surf the Internet and input personal information. Data collection falls into one of two categories: a user's voluntary sharing of such information, or involuntary/uninformed collection by other parties. The threat posed by invasion of personal privacy is real. At the same time, Internet users can benefit in several ways from the sharing and collection of personal information. For example, much online content is funded by advertising, and would otherwise only be available to consumers for a fee. Additionally, valuable information regarding trends and happenings (e.g., flu outbreaks) are detected by aggregated Internet tracking. Finally, many Internet users value and enjoy targeted advertising geared to their particular interests or needs. Laws regarding this matter are currently limited, but are developing in order to protect individuals from unscrupulous data collection, especially involving children. Fortunately, there are ways marketers can legally and ethically collect and use personal information. Ultimately, regulation needs to be developed, and the marketing profession can aid itself by expanding self-regulation and policing in order to stave off additional—and potentially onerous—regulation.     

Trade,scale or social capital? Technological progress in poor and rich countries

Endogenous growth theory suggests scale and trade as the determinants of total factor productivity (TFP) growth. The literature on social capital suggests that the levels of trust and participation in societies may affect cooperation and innovation. While there is evidence of the role of trade and inconclusive evidence on the role of social capital, previous studies have generally omitted two factors, out of the three mentioned, used small sample sizes and emphasized economic growth rather than technological progress. Our study addresses these shortcomings. We find robust evidence of the role of trade in fostering technological progress which is invariant to TFP proxies and independent of the debate on measuring TFP. Moreover, there is no clear role for scale, and a country rate of TFP growth seems to increase the most the more the country trades with dynamic economies that are different from. We uncover a positive effect of social capital, which is more significant in richer countries, suggesting that other characteristics, such as institutional quality, may be complementary to social capital. The paper's results are robust to different specification and estimation methods.     

Business performance and social media: Love or hate?

The social media space has become a common place for communication, networking, and content sharing. Many companies seek marketing and business opportunities via these platforms. However, the link between resources generated from these sites and business performance remains largely unexploited. Both managers and financial advisors can profit from the lessons learned in this study. We conceptualize four channels by which social media impacts financial, operational, and corporate social performance: social capital, customers’ revealed preferences, social marketing, and social corporate networking. An empirical test of our framework shows that ‘followers’ and ‘likes’ positively influence a firm's share value, but only after a critical mass of followers is attained. Our estimates suggest that Twitter is a more powerful tool to enhance business performance than Facebook.     

Do strategic marketing and social capital really matter in regional clusters? Lessons from an emerging economy of Latin America

This research explores the relationship between geographic proximity and the building of social capital and inter-firm cooperation in strategic marketing. By emphasizing social interactions and the building of social capital, we extend the research on industry clusters beyond traditional economic perspectives and factors motivating cooperation between firms. The empirical study is based on a survey of 90 senior managers from three natural resources-based industries (two non-clustered and one clustered) in Chile. The results show that managers in clustered versus non-clustered industries differ in terms of the perceived value of location, the perceived value of building social capital, their involvement in activities that build social capital, their attitudes toward cooperative marketing, their history of involvement in cooperative marketing activities, and their intentions for engaging in cooperative marketing activities in the future. Trade associations in clustered versus non-clustered industries play different roles in regard to creating social capital. The article concludes by discussing the implications of these findings for researchers, managers and policy makers.     

The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour

Over the last decade, influencer marketing has become one of the most important tools for companies and brands to increase awareness, sales, or image strength. Since consumers prefer brands and companies whose image is congruent with their actual or ideal self, we could expect that consumers tend to prefer influencers whom they can compare themselves with. Therefore, congruence between consumer and influencer is imperative in influencer marketing and may indicate whether the influencer will be able to promote products to the target audience in an appealing way. Using a quantitative empirical study, we surveyed more than 7500 individuals measuring how they perceive a specific influencer's credibility, content usefulness, congruence, and purchase behaviour. The results suggest that if there is a congruence between an influencer and the follower, the impact of the influencer's experience and its content usefulness on purchase behaviour is stronger.     

Does it matter where you invest? The impact of foreign direct investments on domestic job creation and destruction

This study examines how foreign direct investment (FDI) affects domestic employment by using unique division-level data of Japanese firms. Contrary to most previous studies focusing on the effect of FDI on net employment growth, we decompose it into job creation (JC) and job destruction (JD) for each individual firm. We find that FDI destination plays an important role: FDI to Asia increases JC, whereas FDI to Europe/North America decreases it; furthermore JD decreases, regardless of FDI destination. A frictional search-and-matching model with heterogeneous jobs can explain the differential effects. The model provides additional predictions on JC and JD by job type, which are also empirically confirmed.