1,720,966 research outputs found
What successful brick and mortar retailers get right
No full textOver the past decade, many retailers with physical stores have felt as if they were in a fight for their lives. A constant stream of media and industry analysis has poured cold water on the channel, illuminating how stores have been closing at a faster rate than at the peak of the Great Recession, in 2008. Known as the ‘retail apocalypse’, casualties have included behemoths like Best Buy (which at the time of writing is gearing up to close 10-15 stores), Mothercare, and Toys 'R' Us, amongst others. Despite the doomsayers, it has long been my conviction that bricks and mortar retail is simply in a state of correction – a period of change, and flux. Whilst some retailers have struggled to evolve, others have been more adaptive in piloting change. And, although no silver bullet solution exists, as the physical channel begins to rebound, there are many lessons to be gained from those who have been more skilful. Drawing upon relevant streams of research in the field of retailing, including my own experiments on visual merchandising, I pose three important (and overlapping) questions that retailers should be asking themselves. These are:(i) How do we deliver value that isn’t easily replicated in the online channel? (ii) How can the in-store shopping experience be curated to be more fun and memorable? And,(iii) how do we reward shoppers for making the effort to visit us in-store? With these questions in mind, I put forward five tactical interventions used by innovative retailers - also spelling the acronym: STORE – as a starting point of inspiration where the answer to one or more of the above questions reveals deficiencies. <br/
The future of marketing and communications in a digital era: data, analytics and narratives
No full textHow and why (imagined) online reviews impact frontline retail encounters
Full text linkThis research examines how frontline retail employees respond to customers whom they think might write an online review about their experience. Across six experiments (one field and five online) we show that when employees identify potential online review authors, often by what the customer says or does, it catalyzes them to deliver better service. This ensues because they experience a rise in determination to do well, motivated by the prospect of being associated with a positive review, which they believe will impress the retailer. Thus, they go ‘above and beyond’. However, determination is tempered by two boundary conditions. When employees (i) do not consider that being associated with an online review is beneficial (i.e., not goal relevant) or (ii) feel poorly equipped to serve the customer (i.e., low in self-efficacy), then a better service delivery will not occur. We also show that retailers can enhance customer service through internal championing of the importance of online reviews, so long as this is framed as promotional rather than punitive.</p
Would you share that? How the intensity of violent and sexual humor, gender and audience diversity affect sharing intentions for online advertisements
Full text linkPurpose – The purpose of this study is to understand the effect of increasing the intensity of sexual or violent content on consumer responses to online video advertisements, with a particular emphasis on sharing intentions.Design/methodology/approach – The paper uses a between-subjects experimental design across two studies using new to the world online video advertisements as stimuli. Findings – Study 1 finds that increasing the intensity of sexual and violent humor improves advertisement effectiveness amongst men but leads to significantly more negative attitudes toward the advertisement and brand amongst women. Study 2 identifies gender and humor type as moderators for sharing intentions in the presence of audience diversity. While men are more likely to publicly share sexual and violent humor advertisements, social anxiety mediates intentions to share sexual humor advertisements in the presence of greater audience diversity.Practical implications – The paper offers insights to practitioners regarding the use of risqué forms of humor as part of a digital marketing strategy.Originality/value – Drawing on and extending benign violation theory, the paper introduces and verifies a theoretical model for understanding consumer responses to the use of risqué forms of humor in online advertisements. It identifies how audience diversity affects sharing intentions for sexual and violent humor-based advertisements on social media
Too much information: An examination of the effects of social self-disclosure embedded within influencer eWOM campaigns
Full text linkSocial media influencers (SMIs) offer a unique form of electronic word-of-mouth (eWOM), disclosing personal information (e.g., daily routines, major life events) as part of their pitch when promoting products. To date, no research has explored if, and how, social self-disclosure impacts the way recipients respond to promotions and the influencer themselves. Through four studies deploying a mixed method design (total N = 888), we redress this knowledge gap. We find that increased depth and breadth in social self-disclosure is viewed as inappropriate, reducing trust and purchase intent. We further validate appropriateness as the critical mediator in understanding the impact of self-disclosure within this marketing context. We also establish that the context of the post (sponsored vs non-sponsored) and the audiences’ social media usage intensity together act as a boundary condition to the effects of high self-disclosure by SMI's.</p
Going Beyond Counting First Authors in Author Co-citation Analysis
Full text linkThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Full text link“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Appropriate Similarity Measures for Author Cocitation Analysis
Full text linkWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
Dispelling the Myths Behind First-author Citation Counts
Full text linkWe conducted a full-scale evaluative citation analysis study of scholars in the XML research field to explore just how different from each other author rankings resulting from different citation counting methods actually are, and to demonstrate the capability of emerging data and tools on the Web in supporting more realistic citation counting methods. Our results contest some common arguments for the continued
use of first-author citation counts in the evaluation of scholars, such as high correlations between author rankings by first-author citation counts and other citation
counting methods, and high costs of using more realistic citation counting methods that are not well-supported by the ISI databases. It is argued that increasingly available digital full text research papers make it possible for citation analysis studies to go beyond what the ISI databases have directly supported and to employ more
sophisticated methods
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