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- PublicationConsumer Moments of Truth in the Digital Context : How "Search" and "E-Word of Mouth" Can Fuel Consumer Decision-MakingThe consumer purchasing journey has evolved. New models need to capture the advancing digital behaviours of tech-savvy consumers. The current paper revisits the practitioner-led 'Moments of Truth' model used by a number of successful multinationals (initially Procter & Gamble and subsequently Google). 'Moments of Truth' (MOT) describe key instances of contact between a potential customer and a brand. The model now needs to be extended to integrate variables such as shared brand experience and searchable electronic word of mouth (e-WOM). Consumer brand experiences produce both positive and negative e-WOM, which increasingly are being indexed to appear in search engine results. This short paper establishes the cycle of e-WOM influence as recommendations are shared and searched among digitally connected consumers and explains how digital marketers can successfully manage these MOTs.
- PublicationTwo-sided Internet Platforms: A Business Model Lifecycle PerspectiveMulti-sided platforms bring together two or more distinct but interdependent groups of customers, normally described as B2B and B2C. Two-sided platforms have proliferated rapidly with the Internet and this has led to the development of new business models to monetize innovative value propositions in online markets. This paper puts forward a model of the evolution of the marketing strategies and business models of two-sided Internet businesses. In this model, Internet intermediaries are visualized as resource integrators, involving consumers and business partners in a process of co-creation of value—an integrated, two-sided business model. An analysis of five early stage Internet ventures reveals that the business models of these Internet ventures show a clear pattern of evolution from inception to maturity, from B2C towards B2B, and ultimately to an integrated combination (B2B&C and B2C&B). This is primarily due to a shift in the relative influence of different business stakeholders, identified as change agents in the context of the business modeling of two-sided Internet platforms.
7065Scopus© Citations 185
- PublicationDefining a retailer's channel strategy applied to young consumersPurpose: The purpose of this paper is to develop an approach at defining a retail channel strategy applied to young consumers. Design/methodology/approach: The authors use a qualitative study that adopts the consumer perspective and employed an investigative channel-scan approach based on two scenarios applied to 12 retailers selling children's wear. The authors studied 139 flows between all the channels and explored the retailers’ child orientation. Findings: The paper revealed that the channel configuration and integration of retailers showed a diversity of approach leading us to distinguish eight different retail channel strategies. It also appears that there is limited evidence of a specific selling channels designed for children by retailers in selling products aimed at the child market. Research limitations/implications: This study contributes to the retail marking literature by showing evidence of child orientation in channel management. Nevertheless, the results show the need for future research to understand the causes and effects of channel child orientation and the way it contributes to the retail channel strategy. Practical implications: The findings have practical implications for retailers by providing a framework to help them in their decision-making regarding retail channel strategy. It also sheds new light on the contribution from young consumers in retail channel strategy. Originality/value: The contribution of this paper is to explore the combined perspective of configuration and integration of the channel-to-market as part of the retail channel strategy. The paper also provides evidence of child orientation in retail channel strategy when retailers selling products for children are concerned.
Scopus© Citations 19 1037
- PublicationWhen children express their preferences regarding sales channels: Online or offline or online and offline?Purpose: The purpose of this paper is to investigate the preferences of children under the age of 12 regarding sales channels: how young consumers perceive online vs offline shopping in terms of advantages and disadvantages. Within a cross channel perspective, it also analyses the connections they make between brick-and-mortar and online stores. Design/methodology/approach: Results are drawn from an exploratory and qualitative study based on a multi-category approach. In all, 62 children (34 girls and 28 boys) aged six to 12 years were interviewed about the advantages and disadvantages of each channel for shopping; how/where they would prefer to shop and why; and the links they make between a brand’s physical store and an online store. Findings: Traditional sales outlets are more popular with six to 12 year olds than online shopping. Physical stores offer variety and instant gratification. Products can be tried out and tested on-site, making the offline retail experience a fun activity. Conversely, children express a very negative perception of e-retailing, which they often consider to be dishonest, offering limited choice at higher prices. When shopping online, delivery time can be a deterrent. Last but not least, no cross-channel shopping perceptions were found. Practical implications: Several results from this study can inform marketing practices at retailers’ headquarters. Store assortment, product availability and store atmospherics are central to the success of offline shopping among six- to 12-year-old children. Retailers should find ways to transfer this relational approach to their online strategy. In the meantime, they must deliver the same basic promises as in stores: a wide choice and competitive prices, no shortage of products and no late delivery. Originality/value: This study adds to the existing body of knowledge on children’s consumer behaviour in three ways. First, it provides new insight into how children perceive not the internet per se but online shopping. Second, it confirms that stores still play a dominant role in shaping the image of a retail brand, from an early age. Third, it suggests that the cross-channel perspective may not apply to very young consumers.
782Scopus© Citations 20
- PublicationeWOM credibility on social networking sites: A frameworkSocial networking sites (SNS) offer brands the ability to spread positive electronic Word of Mouth (eWOM) for the purposes of building awareness and acquiring new customers. However, the credibility of eWOM is threatened of late as marketers increasingly try to manipulate eWOM practices on SNS. A greater understanding of eWOM credibility is necessary to better enable marketers to leverage true consumer engagement by generating credible peer-to-peer communications. Yet, to date, there is no one framework synthesising which factors constitute eWOM credibility in the online environment. This paper revisits the word of mouth credibility literature and proposes a new credibility framework – the 4Cs of eWOM Credibility: Community, Competence, Content, and Consensus.
2837Scopus© Citations 75