Essays On The Role Of Social Interactions And Networks In Marketing
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Essays On The Role Of Social Interactions And Networks In Marketing
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Author : Hema Yoganarasimhan
language : en
Publisher:
Release Date : 2009
Essays On The Role Of Social Interactions And Networks In Marketing written by Hema Yoganarasimhan and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with categories.
Essays On Social Influence Network Effects And Use Of Social Media In Impacting Consumer Behavior
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Author : Kamer Toker Yildiz
language : en
Publisher:
Release Date : 2014
Essays On Social Influence Network Effects And Use Of Social Media In Impacting Consumer Behavior written by Kamer Toker Yildiz and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with categories.
The wide adoption of the Internet and social media has changed how consumers communicate amongst themselves and how companies communicate with their customers. Therefore, investigating the role of social interactions is important in understanding how consumers influence each other through online as well as offline channels for both marketing researchers, and companies that wish to leverage social media more effectively. This dissertation consists of two essays focusing on social influence, network effects and their marketing implications in today's socially engaged world. The first essay focuses on peer influence and studies the differential impact of online and offline social interactions on consumer's repeat usage behavior, and the effectiveness of monetary incentives in the presence of these social interactions. For this purpose, we develop a modeling framework that parses out the impacts of these individual effects and investigates their relative impact on behavior using a unique data set from a wellness program. We find that the effect of online interactions does indeed vary significantly in the presence of offline interactions and that ignoring the latter may well bias the estimates of the former. Furthermore, our results show that monetary incentives relative to social interactions have a significant, though lesser impact on repeat usage behavior. We finally offer several strategic implications by exploring a variety of scenarios through simulation analysis based on the model estimates. The second essay introduces anonymous others ("non-peer") influence in addition to peer influence and compares the relative influence of these two sources on consumers' product evaluations in an experimental setting. We show that contrary to the existing intuition, peers are not always more influential than non-peers and that the influence of these two sources depends on the proportion of people who endorse the product (i.e. , endorsement status: majority/minority endorsement). Interestingly, we find that peers have more positive influence than non-peers only under minority (but not majority) endorsement (experiment 1). We further show that peer influence manifests under minority endorsement because of consumers' endorsement and product fit perceptions (experiment 2). However, this effect diminishes if the endorsement is framed negatively (experiment 3) and gets stronger when the numeric size of the source is large (experiment 4). We discuss these findings in light of prevailing source influence theories and offer suggestions for marketing actions and firm strategy. We believe that this dissertation contributes not only to the marketing literature but also to other disciplines including social psychology, economics and operations research while offering useful implications for companies leveraging social media for both internal and external purposes.
Essays On Customer Relationship Management In Social Networks
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Author : Ping Zhao
language : en
Publisher:
Release Date : 2014
Essays On Customer Relationship Management In Social Networks written by Ping Zhao and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with categories.
The past decade has witnessed an explosive growth of social media. It has never been so easy for customers to connect and interact with each other within various forms of social networks. This trend provides companies with unprecedented opportunities to enhance firm-customer relationships by leveraging the power of social influence among customers. However, it also poses potential risks when negative word-of-mouth gets viral on customer networks. The traditional customer relationship management (CRM) research treats customers independently, which might no longer apply to today's networked customers. Therefore, this dissertation investigates approaches to embed social network analysis components into customer relationship management techniques, thus finding a way to harness the power of social influence to improve the efficiency of companies' CRM efforts. Essay 1 of this dissertation studies the "group-to-one" social influence of strong and weak ties within a social network, with a framework of a social interaction model, a social influence model, and a tie strength measure. It is found that the social influence mechanism through strong and weak ties is complex. Sharing and reciprocity play an important role in the way social influence affects customers' purchasing behaviors. It is also found that, as a whole, weak ties are more influential than strong ties. Essay 2 attempts to model customers' defection decisions within a social network. By jointly estimating a dyadic level tie strength model and an individual level defection decision model, it is found that customers who actively interact with others tend to have strong ties with them. Also, customers with strong ties tend to have stronger influence on other customers' defections than customers with weak ties. In this essay, a new approach to measure customers' social network value is also proposed. Essay 3 discusses the promising research opportunities in integrating social network analysis (SNA) components into customer relationship management (CRM). It briefly reviews the four critical aspects of CRM: acquisition, retention, growth, and firm-customer relationship dynamics. Within each aspect the discussion focuses on the possible impact of social network components on CRM models, and how to combine CRM and SNA in modeling efforts.
Peterson S Graduate Programs In Business 2011
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Author : Peterson's
language : en
Publisher: Peterson's
Release Date : 2011-06-01
Peterson S Graduate Programs In Business 2011 written by Peterson's and has been published by Peterson's this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-06-01 with Study Aids categories.
Peterson's Graduate Programs in Business, Education, Health, Information Studies, Law & Social Work contains a wealth of information on colleges and universities that offer graduate work in these fields. Institutions listed include those in the United States, Canada, and abroad that are accredited by U.S. accrediting agencies. Up-to-date data, collected through Peterson's Annual Survey of Graduate and Professional Institutions, provides valuable information on degree offerings, professional accreditation, jointly offered degrees, part-time and evening/weekend programs, postbaccalaureate distance degrees, faculty, students, degree requirements, entrance requirements, expenses, financial support, faculty research, and unit head and application contact information. Readers will find helpful links to in-depth descriptions that offer additional detailed information about a specific program or department, faculty members and their research, and much more. In addition, there are valuable articles on financial assistance, the graduate admissions process, advice for international and minority students, and facts about accreditation, with a current list of accrediting agencies.
Three Essays On Social Media Use And Information Sharing Behavior
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Author : Sarbottam Bhagat
language : en
Publisher:
Release Date : 2021
Three Essays On Social Media Use And Information Sharing Behavior written by Sarbottam Bhagat and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021 with categories.
Social media platforms create rich social structures, expand users' boundaries of social networks and revolutionize traditional forms of communications, social interactions and social relationships. These platforms not only facilitate the creation and sharing of news and information, but they also drive various kinds of businesses models, processes and operations, knowledge sharing, marketing strategies for brand management and socio-political discourses essential for healthy and democratic functions. As such, social media has greater implications on organizations and society brought about by individuals' social media usage patterns, and therefore, calls for further investigations. The main objective of this dissertation is to explore and offer insights into such social media usage and information sharing behaviors via data driven examination of various theories. This dissertation involves three studies that focus on factors that explain individuals' three different social media usage behaviors. Essay 1 investigates individuals' perceived importance of online affiliation, self-esteem, self-regulation and risk-benefit structure as antecedents of users' geo-tagging behavior on social media. Essay 2 examines the role of online news quality, source credibility, individuals' perception towards online civic engagement, attitude towards news sharing and social influences to understand users' news sharing behavior on social media platforms. Essay 3 seeks to examine the individuals' information verification behavior on social media through the lens of individuals' fake news awareness, perceived cost of information verification, trust in social media and truth-seeking.
Essays On Congruence Theory In Marketing
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Author : Robér Rollin
language : en
Publisher: Springer Nature
Release Date : 2022-09-30
Essays On Congruence Theory In Marketing written by Robér Rollin and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-09-30 with Business & Economics categories.
Digital products are intangible goods, mainly presented visually and acoustically to consumers in the form of videos, images, texts, and music that can be bought, downloaded, or streamed via various web stores. Their consumption primarily fulfills hedonic needs. Before purchasing, a consumer's interaction with a digital product is always mediated by technology. Therefore, consumers cannot directly judge the quality through "touch and feel" experiences. This book diminishes the ability to evaluate digital products. Therefore his thesis seeks to answer which product attributes have an impact on consumers' product evaluation, and purchase intention.
Social Networks An Essay
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Author : Patrick Pearse
language : en
Publisher: GRIN Verlag
Release Date : 2014-03-17
Social Networks An Essay written by Patrick Pearse and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-03-17 with Computers categories.
Dana M Boyd describes the online social networks as “web-based services that allow people to build a public or public-private profile within a bounded system, to establish a list of other users with whom they share a connection, and to examine the list of links created by other users in the system.” In social networks the goal is understanding, establishing and maintaining contacts, or working on a specific cause. The typical and widely-known social networks are Facebook, Linkedin, Myspace, etc. Another definition of the term “social network” says that “The social network is a social structure of nodes (representing mostly individuals or organizations) linked by specific types of nodes such as ideas, opinions, financial benefits, friendship, tradition, hyperlinks and more. In its simplest form, the social network is a map of all the relative links between nodes that are being studied. These concepts are usually represented by a social network diagram, where nodes are the points and ties are the lines.”
Advantages And Disadvantages Of Using Social Networks In Business
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Author : Caroline Mutuku
language : en
Publisher: GRIN Verlag
Release Date : 2018-02-08
Advantages And Disadvantages Of Using Social Networks In Business written by Caroline Mutuku and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-02-08 with Business & Economics categories.
Essay from the year 2017 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1.8, , language: English, abstract: In the contemporary world, there is no business without communication. To most entrepreneurs in the 21st century, social media use in business is seemingly the "next big thing". The emergence of an online technology that allows reaching of big crowds without necessarily meeting them has presented a temporary yet essential fad that ought to be appropriately made use of while it is still in the spotlight. To this group of entrepreneurs, reaching out the virtual market has presented itself as a stepping-stone to, not only establish their brands, but also to make it earn acceptance in the market. Others have even gone further to establish online shops where customers can easily order and wait for their products to be delivered without having to necessarily visit the product stores. Unfortunately, however, there exists a population to which social media marketing is a buzzword without any practical advantage and steep. They envision it to be a complicated learning curve that further makes their business life unexpectedly complex. With regards to the different approaches to social media, this paper will look at both the negative and the positive aspects of using social media as a tool for running business operations.
Selected Essays On Corporate Reputation And Social Media
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Author : Markus Kick
language : en
Publisher: Springer
Release Date : 2015-02-19
Selected Essays On Corporate Reputation And Social Media written by Markus Kick and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-02-19 with Business & Economics categories.
In four empirical studies, this cumulative work provides valuable insights for marketing executives of statutory health insurance funds and social media responsible. Paper I and II provide evidence about the importance and interplay of price and corporate reputation on the market of statutory health insurance. The second part changes perspective to corporate communication issues in the social media environment. By introducing the “social media brand value chain” paper III conducts a literature review of state of the art social media research. By means of a field experiment on Facebook, paper IV shows that brands do not necessarily have to communicate via their brand fan pages in a highly interactive and vivid way to positively influence attitudinal measures among their fan base.
Salesperson Networking Behaviors And Sales Prospecting Outcomes
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Author : Andrew T. Crecelius
language : en
Publisher:
Release Date : 2016
Salesperson Networking Behaviors And Sales Prospecting Outcomes written by Andrew T. Crecelius and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016 with categories.
Scholars and practitioners alike recognize the importance of the front end of the sales funnel – identifying and qualifying leads for new business – in setting the stage for acquiring and retaining customers. Salespeople have an important role to play in lead generation and qualification by prospecting for new customers, but academic research on prospecting is limited and mostly out-of-date. Some scholars have suggested that sales networking has an important role to play in prospecting. I conceptualize frontline networking behaviors as social actions taken by salespeople across the organizational boundary. Through two independent essays, this dissertation investigates the role of frontline networking behaviors in driving sales prospecting outcomes. Essay 1 My first essay emphasizes that the effect of frontline networking behaviors on prospecting outcomes is contingent on the salesperson’s reason for engaging in these behaviors. I consider a new construct, the motivation to network, as an important moderator of the relationship between networking behaviors and prospecting outcomes. Drawing on literature from the domains of social capital and self-determination theory, I test several hypotheses regarding prospecting performance in terms of both the volume and desirability of prospects using an empirical study combining survey, archival, and secondary data from a large Midwestern auto insurance sales force. I employ insurance quoting data to represent prospecting outcomes. This is the first study to take a behavioral approach to network-driven sales performance, and the first to explicitly consider the motivation to network. Results highlight the role of frontline networking behaviors in driving sales prospecting output, especially in terms of the desirability of prospects generated. Hypothesis tests within a generalized linear and latent mixed modeling (GLAMM) framework generally support the importance of the breadth of networking behaviors over depth, and imply that salespeople internally driven to network are better served by leveraging strong-tie relationships, while salespeople externally driven to network are better served by leveraging weak-tie relationships. These findings can be leveraged by sales managers to train and coach salespeople to properly align their networking behaviors with their motivations to network. Essay 2 In my second essay, I conceptualize frontline networking behaviors as a marketing communications tool by exploring interactions with other communications mix elements. The managerial focus of this essay hinges on the question of whether frontline networking behaviors are substitutes for, or complements to, other elements of the communications mix (e.g., advertising). With a focus on advertising executed at the level of individual salespeople, I draw on literature from integration marketing communications, relationship marketing, and the psychology of communications to postulate that a variety of beneficial and detrimental effects may occur. I identify more nuanced effects by distinguishing between standardized advertising (impersonal, one-way communications such as television) and rich advertising (personal communications involving two-way contact such as local sponsorships), as well as between traditional (i.e., face-to-face or telephone) networking behaviors and social media-based networking behaviors. I consider the generation of both relational (i.e., likely to stay with one firm) and transactional (i.e., focused on a single transaction) prospects as outcomes of interest. I conduct an empirical analysis using a combination of survey and archival data from a large Midwestern auto insurance sales force. Generally speaking, rich advertising interacts positively with social media instrumental frontline networking and negatively with traditional instrumental frontline networking, while standardized advertising interacts positively with traditional instrumental frontline networking and negatively with social media instrumental frontline networking. Results are consistent with theories from the communications literature. These findings encourage marketing managers to carefully consider salesperson networking behaviors when making advertising allocation decisions; for example, all else being equal, salespeople favoring traditional networking ought to be supported with a greater degree of standardized advertising.