How virtual brand community traces may increase fan engagement in brand pages

Brand pages in social media are a great way to foster consumer gathering around a brand, but it can be challenging to keep fans engaged and coming back to see updated content. Brands with millions of fans on Facebook have seen organic reach fall below 2% of their base. In this article, we describe how the creation of virtual brand communities can help brand managers increase fan engagement. We suggest the steps, conditions, advantages, and limitations involved in nurturing a brand page as an online social gathering that assumes some of the characteristics of a virtual brand community. The results of our study show that a brand page can have some of the characteristics of a virtual brand community—topical information exchange, identity communication, and establishment and internalization of cultural norms. We also show the importance of having celebrities among fans in order to foster social interactions and legitimate social practices on brand pages.     

Internet-Based Relationship Marketing: A Sub-Saharan African Perspective

Establishing, maintaining, and enhancing relationships over the Internet have progressively gained global attention. Nevertheless, the dawn of this modernization draws many theoretical debates and practical concerns, some of which have received little research attention, especially within the Sub-Saharan region of Africa. On this premise, we explored the contemporary practice, challenges, and benefits of Internet-based relationship marketing (RM) within the Ghanaian telecommunication industry. Expert interviews with 12 employees from four telecommunication firms elicited a wealth of experiential data analyzed thematically to understand the practice, challenges, and emerging benefits of Internet-based RM. Our findings suggest that issues of privacy concerns, erosion of face-to-face communication, and the tendency of unsolicited communication do not necessarily militate Internet-based RM within the Ghanaian telecommunication industry. We also identified emerging benefits, including online “virality,” a discovery environment, and improved firm reputation. We suggest enhancing online personalization through empathy, creating value with analytic information and managerial openness, and supporting enhanced knowledge development within the area. Directions for future studies include the possibility of comparative studies across service industries and examining the role of content marketing in Internet-based relationships. The challenge of exploring Internet-based RM was similar to hitting a moving target, as the use of the Internet for relationship marketing activities is constantly evolving. Additionally, our findings and conclusion are confined to the knowledge contribution of the experts interviewed. As one of the few studies within the Sub-Saharan region, we expand contributions from the Sub-Saharan domain. The findings of this study also bring to light new insights for establishing, maintaining, and enhancing Internet-based relationships.     

Sustainability marketing research: past,present and future

Abstract

This paper provides a synthesis and critical assessment of the sustainability marketing literature, from the period 1998–2013, building on a previous assessment from 1971 to 1998. It details research within major marketing journals and critically assesses this research in relation to the on-going conversation which focuses on marketing’s relationship with the natural environment. Differences in the content and depth of sustainability coverage in marketing journals are considered. Potential avenues for future sustainability marketing research are proposed, with a particular call for theoretical and managerial reflections which tackle broader systemic and institutional issues within the discipline.     

The relationship between legitimacy,reputation, sustainability and branding for companies and their supply chains

This paper aims at filling a gap that we perceive to exist in the scientific literature as to legitimacy, reputation and sustainability and their interrelationship to corporate and supply chain branding. A series of innovative theoretical frameworks are provided interrelating companies and their value (supply) chains with legitimacy, reputation, and branding which are essential conditions to achieve sustainability and competitive advantage based on dyadic and social context consonance to the benefit of society and all stakeholders involved. An urgently required better understanding of the concepts and their interrelations is enhanced by a synthesized explanatory basis entailing an eclectic mosaic of interdisciplinary theories (institutionalist, neo-institutionalist theories, the viable system approach, isomorphism and identity) to improve corporate and supply chain performance. To better inform managerial practice the theoretical considerations are spiced with case studies among which especially the currently debated supply chain case of the European horse meat scandal is illuminated suggesting concrete managerial cross-functional implications in the food industry. The paper culminates in the call for a newly to-be-established marketing stream we call ‘Sustainable and Curative Marketing’.     

Meanings of Food among Polish and American Young Women

Food carries different meanings across cultures and times. This study aimed to explore the meanings of food among young women in Poland and the United States using a qualitative approach. The findings show that, in both countries, women associate food with health, pleasure, and socializing, but overall Polish women are less emotional about food. More specifically, in the United States, women associate food with love, their identities, and have more conflictual feelings about food, whereas in Poland women associate food with creativity. The study discusses marketing implications of the results.     

The influence of trust perceptions on German tourists’ intention to book a sustainable hotel: a new approach to analysing marketing information

ABSTRACT

This study examined the relationship between German tourists’ trust perceptions and their intention to book a sustainable hotel, pioneering a new quantitative approach to sustainable tourism marketing. Data came from 300 respondents who participated in an online survey. Respondents were given a digital brochure to read containing information about a “fictitious” three-star beach hotel in Portugal, before completing a questionnaire that measured inter alia their intention to book this sustainable hotel. Both individual “general trust” (perception of others’ trustworthiness) and “specific trust” towards the fictitious hotel in the brochure were measured. The survey also evaluated respondents’ perceptions about the usefulness of the information in the brochure. Multiple regression analysis of the data indicated that general trust, trusting the hotel and perceived usefulness of the brochure were positively and significantly related to booking intentions. An interaction between general trust and perceived usefulness was also observed. This means that the higher the perception rate about the brochure's usefulness, the higher general trust was for booking intentions and vice versa. The practical implications of the results suggest that tourists could be motivated to book a hotel if its sustainability attributes and amenities were communicated in a trust inspiring way in marketing material.     

Segmenting Green Consumers in the United States: Implications for Green Marketing

The purpose of the current study was to segment U.S. consumers into four distinct clusters based on their beliefs and motives regarding pro-environmental consumer behavior. Using a nationally representative sample of U.S. adults from Experian Simmons (N = 22,348), this study revealed that: (a) there are four clusters of consumers in the United States with a unique set of beliefs and motives regarding consumer environmentalism; (b) the clusters have distinct demographic and media usage profiles; and (c) the groups have varying responses to the industry's initiatives to protect the environment. Implications of the research are discussed in light of developing message and media strategies for green marketing.     

完善农村信用社小额信贷市场营销策略的思考

农村信用社作为农村金融改革中推广小额贷款的主力军,对于促进农业结构调整和农民增收,改善农村信用环境,发展地方经济起到了积极的作用。为进一步完善农村信用社小额信贷市场,其营销策略是:加强队伍建设,提升营销水平;强化奖惩激励,促进积极作为;创新服务品牌,赢得客户青睐;细分市场客户,区别贷款价格;实施诚信战略,优化营销环境。     

A Systematic Review on the Effects of Personalized Price Promotions for Food Products

Recent decades have witnessed the increasing adoption of personalized price promotion (PPP) at grocery stores. Despite the growing body of research debating whether PPP is more effective than untargeted price promotions, there is no literature synthesizing the relevant evidence on food products. Therefore, we conduct a systematic review to examine empirical findings on the effects of PPP targeting food products. Outcomes of 12 identified studies demonstrate larger sales and profit boosting effects of PPP than its non-personalized counterparts. Meanwhile, the results on how this approach influences consumer behavior are mixed. The effectiveness of PPP varies among different targeting strategies (e.g. reward or cross-selling) and information collection methods (e.g. using within- or across-chain data). The findings of this review have important managerial implications for the future evaluation and application of PPP as well as imply potential directions of further research on this topic.     

温州机电产品营销人才需求调研报告

温州制造业转型升级对机电产品营销提出新的要求,课题组对温州地区机电行业企业进行了调查研究,掌握了温州企业对机电产品营销人才的需求状况,并在此基础上进行机电产品营销专业建设。