Works submitted must be prepared in accordance with the highest standards of quality. Manuscripts must be clear, concise, and logical. The use of professional editing services is highly recommended for non-native English speakers. Agenda for Future Research Considering the interest of the SJME for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers' behavior.
New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure and length apply. Audience The journal audience includes academics, students and professionals active in research in marketing worldwide interested in the aforementioned contributions.
Consumers increasingly use social media for a variety of consumption-related tasks such as complaining about a brand or sharing purchase experiences.
User Generated Content and Online Celebrities——The New Commercial Model in Social Media – meco
Social media growth represents an opportunity for business based on information sharing, but also complicates the work of marketing managers who need to be ready to deal with current issues in this field. This article highlights eight areas within social media marketing that create difficult challenges for marketing practitioners. In addition to discussing each challenge, we pose research questions for marketing academics in order to inspire broader research and better understanding of this evolving field.. Social media remain in continuous growth and by some accounts have become the main channel for costumers to experience and interact with the world.
To help attain their goals, people join general or more specialized networks and search, share, participate, consume and play Bolton et al. The social media phenomenon could be approached from several perspectives. First, from sociology or anthropology, networks favor interaction between people all around the world.
Facebook and YouTube reached more than million users, as presented in Fig. That means that more than one third of all Internet users in the world, and more than one sixth of the global population, are active members of such networks. Second, from an economic approach, social media have an important value for the firms that own them, although often users do not pay for these services.
Corporation's strategic mergers and acquisitions to gather clients, such as Facebook purchase of Instagram and WhatsApp, reveal how important is for companies to lead this digital evolution.. Top 10 social network sites in million users.. The growth of social media and its information and technology base are thought to represent a great opportunity — and threat — for companies. Currently, firms have the chance to generate innovative business models and to extend customer relationships through social media.
However, the rise of social media has also generated a number of difficult challenges for marketing managers.. Previous research has outlined some of these challenges. In an important article, Kaplan and Haenlein presented a classification of social media based on the level of social media richness from static blogs to virtual social worlds or games such as Second Life and self-disclosure from anonymous content collaborative projects such as Wikipedia to personal presentations in social networking sites such as Facebook.
They also suggested that companies choose their social media platforms carefully, develop their own applications when necessary, involve employees, and integrate or align their online activity. From an internal focus, qualitative research has been often employed to describe social media use in organizations as a balance between openness, strategy and management e.
Taking a broader perspective, in this article we discuss a set of eight social media challenges for marketing managers. These eight challenges are connected to previous research but extend and update the literature by considering the latest academic findings and current marketing practice in industry. A related goal is to provide new research questions for marketing theorists. In this way to we hope to advance the understanding and management of marketing in social media..
According to Lambrecht et al. Thus, contrary to goods and services, information is highly liquid, meaning that it flows easily in our era of ubiquitous digital networks. It makes formerly important barriers, like national borders, permeable, complicating the web regulations, for instance in terms of content copyright or international trade licenses.
But the border of the firm has become more permeable as well, and sometimes this is problematic. Firm border permeability also enhances the possibilities to establish closer relationships with customers.
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It is frequently the case that companies allow and motivate customers to create advertising and participate in firm's activities. The following research questions arise: RQ1a : What types of marketing organization fares best under liquefied conditions?. RQ1b : How does marketing strategy change when much of the added value in offerings is derived from information?. RQ1c : Does the marketing function gain within the firm under conditions of permeable firm borders?. RQ1d : Does the marketing function gain under conditions of increased consumer power?.
The presence of massive amounts of data and the above mentioned consumer power require that businesses become more nimble, more reactive; we are not in charge any more. The popularization of information use by numerous stakeholders leads to an exponential grow of Internet traffic. Table 1 presents the evolution of online information exchange for the period — Global Internet information traffic by consumer use in Exabytes per year — The English verb used to describe online activity; the verb to navigate ; neatly captures the idea that the consumer is no longer passively watching media but is instead in charge of their pre- and post-purchase experience.
As a result, scholars should follow current trends in the industry and solve the following questions: RQ2a : Which data events imply the consumer is looking to switch brands?. RQ2b : Can we sense that the consumer is about to buy?. RQ2c : What are the firm antecedents of effective data monitoring?. Marketing is a process of performing acts in interaction with the customer, who is an operant and essential resource for the firm. Customer participation may include labor, information, service specification, quality control, knowledge sharing and specific competencies e.
However, in many prototypical new businesses the customer creates nearly all of the value. Examples of this are platform businesses like Facebook, AirBnb, and Uber, companies with modest human resource or other assets. We can therefore say that marketing practice is shifting away product management and toward platform management.
As such we may find that knowledge about offline platform management will be adaptable to online platforms. Active ways to engage customers through social media may comprise using traditional marketing instruments online, such as customer service, customizing the offer, reaching social media influencers and employing customer creativity to innovate together with customers Constantinides, In order to move forward on these issues, researchers should further investigate: RQ3a : What managerial practices encourage consumer creativity?.
letumetorhe.tk RQ3b : What practices encourage consumer content creation?. Information and communication technologies represent a disruption in business models and labor markets. New business models based on information sharing are spreading globally, as can be seen in the case of multi-side markets.
AirBnb renters and tenants or Uber drivers and passengers are examples of the phenomenon. These companies are rapidly growing their number of clients each year and are challenging the hotel and taxi industries, respectively Cusumano, For companies operating in multi-side markets, creating a marketing mix that works for both sides is potentially quite complex. Due to cross-side externalities, sellers prefer to compete with a small number of other sellers but would like to have a large potential buyer base available.
Buyers prefer to compete with a small number of other buyers but would like to have a large potential seller base available. Preference differences also extend to price, product, promotion and product. Thus understanding buyer and seller preferences in such two-sided markets seems essential.. More precisely the following questions should be addressed: RQ4a : What marketing mix variables create tension in that two or more sides have different preferences?.
RQ4b : What conceptual models are useful for understanding the tension and optimizing accordingly?. The traditional steps have long been 1 problem recognition, 2 search, 3 evaluation, 4 purchase, and 5 post-purchase evaluation. At this time the act of consumption is playing out publicly on social media and needs to be explicitly included as a step. This is, perhaps, not surprising. Ubiquitous mobile devices and social media facilitate experience sharing behaviors Shankar et al. Think as well of all the photos of restaurant meals that get uploaded onto Facebook or all of the unboxing videos we see on YouTube..
Likewise, post-purchase engagement is becoming sufficiently critical to be considered a step Hofacker, Malthouse, et al. For our purposes, we define post-purchase engagement as any public user behavior that creates user-brand interaction or which is directed toward the brand. Doing this will lead to higher profitability, but not before we answer the following questions: RQ5a : How can marketing managers leverage public consumption to produce advantage for their brands?.
RQ5b : How does the psychology of consumption alter when it becomes public?. As a discipline, we have mostly begun to explore the impact of word-of-mouth on the message receiver's purchase intent, but that is just the initial stage of understanding the phenomenon. We might also think about the antecedents and consequences of posting a review on the reviewer. There are a variety of marketing outcomes for both message sender and receiver: memory, knowledge, belief, attitude, and purchase behavior to be understood.. In general, social media can be thought of as a catalyst for the interactive influence between individuals and groups of individuals.
No doubt there are complex and interactive effects on these outcomes for word-of-mouth senders and word-of-mouth receivers. The following questions remain yet unresolved: RQ6a : Does posting a review change the poster's preference hierarchy in some way?. RQ6b : How memorable are product reviews?. RQ6c : What review characteristics lead to higher brand recall?. RQ6d : What is the typical dynamic feedback and causality structure of product reviews?.
Related Social Media: Fundamentals, Models, and Ranking of User-Generated Content
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