Transdisciplinary marketing concepts and emergent methods for virtual environments
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| 245 | 1 | 0 | |a Transdisciplinary marketing concepts and emergent methods for virtual environments |c Hatem El-Gohary [ed.] |
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| adam_text | Titel: Transdisciplinary marketing concepts and emergent methods for virtual environments
Autor: El-Gohary, Hatem
Jahr: 2013
Detailed Table of Contents
Preface..................................................................................................................................................xv
Acknowledgment...............................................................................................................................xxv
Chapter 1
Segmenting Brand Value Perceptions of Consumers in Virtual Worlds:
An Empirical Analysis Using the FIMIX Method.......................................................................
Stuart J. Barnes, University of East Anglia, UK
Jan Mattsson, Roskilde University, Denmark ESC Rennes School of Business, France
Virtual worlds are emerging as a promising new channel for electronic marketing and brand-related
activities. However, like Second Life. This paper examines the spectrum of perceptions of consumers
of four major real-life brands (Armani, Dell, Mercedes and Hublot) that have established operations
in Second Life. A survey was conducted using an avatar survey bot (n=l,039). Using the FIMIX-PLS
procedure (Ringle et al., 2009), an axiological measurement instrument for brand value and formative
modeling techniques, the authors identify segments of consumers with different perceptions of value
for each brand. The analysis shows a clear difficulty in establishing emotional rapport with consumers
in Second Life.
Chapter 2
Assessing Website Effectiveness of Airline Companies.......................................................................12
D. Vrontis, University of Nicosia, Cyprus
Y. Melanthiou, University of Nicosia, Cyprus
Within the tourism industry, hotels and airlines are encouraging potential customers to make their reser-
vations online. Because of the significant setup costs involved in website development, assessing online
behaviour and website effectiveness is necessary. This paper explores the factors influencing online
shopping. Moreover, by using three airline company websites as an indicative example, the research
identifies whether website best practice principles are utilised and examines visitors perceptions of their
effectiveness. Further, the results of the current study are compared with the results of a previous study
carried out in a similar field to identify similarities/differences over time. Information was collected
from both secondary and primary sources. Primary sources included structured interviews, from which
180 responses were collected. The results show that the factors considered when purchasing online
are comparable, but with some significant differences, implying that consumers are more confident
engaging in online shopping. The limitations of the study are restricted to the non-probability sampling
method used. Practitioners are able to use the results from the study as suggested guidelines for their
promotional efforts.
Chapter 3
Examining the Online Wine Tourism Experience of California Wineries...........................................25
Roblyn Simeon, San Francisco State University, USA
Lutfus Sayeed, San Francisco State University, USA
Online wine tourism is boosting the level of competition among wineries and wine regions around the
world. This paper presents and extends a proven framework for examining the strategic orientation of
winery web sites. By treating winery web sites as intensive information environments this paper shows
how they can have a strategic impact on perceptions. Using a modified AIPD framework and statistical
analyses, the authors show how certain California wineries are able to fully project the wine tourism
experience online while targeting strategic perception goals that are effective at building virtual brand
equity and boosting winery visitations at the same time. The result of this research indicates that it is
possible to measure and evaluate both the web experience and the strategic perception aspects of winery
web sites.
Chapter 4
Drivers and Barriers to Online Social Networks Usage: The Case of Facebook................................41
Riyad Eid, Wolverhampton University Business School, UK
Emrys Hughes, Wolverhampton University Business School, UK
Although the past years have witnessed growth in online social networks, the underlying factors driving
and inhibiting its diffusion are not well understood. This paper presents empirical research that investi-
gates the factors driving and inhibiting the online social networks usage. It gives a brief overview of the
academic literature on the diffusion online social networks. The conduct and findings of a mail survey
are then reported. The paper concludes that online social networks in general and Facebook in particu-
lar will become an extremely important tool in the future, with the drivers overcoming the barriers in
influencing the rate. Furthermore, the study has enhanced previous theories related to Facebook, and it
offers a platform for further investigations to take shape in light of what has been discussed and analysed.
Chapter 5
New Digital Media Marketing and Micro Business: A UK Perspective..............................................59
Cindy Millman, Birmingham City University, UK
Hatem El-Gohary, Birmingham City University, UK
This paper considers innovative marketing within the context of a micro firm, exploring how such firm s
marketing practices can take advantage of digital media. Factors that influence a micro firm s innovative
activities are examined and the development and implementation of digital media in the firm s marketing
practice is explored. Despite the significance of marketing and innovation to SMEs, a lack of literature
and theory on innovation in marketing theory exists. Research suggests that small firms marketing
practitioners and entrepreneurs have identified their marketing focus on the 41s. This paper builds on
knowledge in innovation and marketing and examines the process in a micro firm. A qualitative approach
is applied using action research and case study approach. The relevant literature is reviewed as the start-
ing point to diagnose problems and issues anticipated by business practitioners. A longitudinal study is
used to illustrate the process of actions taken with evaluations and reflections presented. The exploration
illustrates that in practice much of the marketing activities within micro firms are driven by incremental
innovation. This research emphasises that integrating Information Communication Technologies (ICTs)
successfully in marketing requires marketers to take an active managerial role far beyond their traditional
areas of competence and authority.
Chapter 6
E-Commerce Adoption by Micro Firms: A Qualitative Investigation in the UK Tourism Sector........82
Cindy Millman, Birmingham City University, UK
This paper discusses the next stage of Internet usage by micro-businesses in the tourism sector, namely
e-Commerce. Motivations for e-Commerce adoptions are examined and the perceived barriers are
investigated. Moreover, experiences of the adopters are explored to identify the benefits gained and
problems encountered. A qualitative approach is used and a pilot study conducted. In-depth face-to-face
interviews with semi-structured questionnaires were conducted with twenty case studies, with a mix of
e-Commerce adopters and non-adopters. The Critical Incident technique was used to encourage busi-
ness owners to identify their experiences with this new business method. Preliminary results show that
there are a number of push and pull factors that reinforce business owners decisions in adopting the
e-Commerce method. The findings have implications for researchers and policymakers. The diversity
of small firms has led to the need to tailor policy initiatives and training programmes. In addition, this
study is replicable in other small business sectors that face the next step of development in Internet usage.
Chapter 7
The Web Site and Brand Trust as Antecedents of Online Loyalty: Results from Four Countries......108
Horst Treiblmaier, WU Vienna, Austria
Larry Neale, Queensland University of Technology, Australia
Sandy Chong, Curt in University of Technology, Western Australia
As online business thrives, a company s Web presence holds enormous importance as a source of infor-
mation, entertainment, and customer service for Internet users. Besides being user-friendly, a Web site
should offer interesting and enjoyable content to attract online visitors in an ever-changing multimedia
environment. Companies that operate globally must know how cultural differences influence the way
potential customers perceive their sites. This paper presents a model that highlights the importance of
ease of use, enjoyment, content, and brand trust for Web site loyalty. The model is subsequently tested
in four countries: Australia, Japan, Mongolia, and the USA. The results show that perceptual differences
exist: while ease of use is crucial for Web site loyalty in all four countries, the importance of content,
perceived enjoyment, and brand trust varies across different cultures.
Chapter 8
Balancing Growth: A Conceptual Framework for Evaluating ICT Readiness in SMEs....................128
Romano Dyerson, Royal Holloway, University of London, UK
Riccardo Spinelli, Universita degli Studi di Genova, Italy
This article analyses the strategic, organisational, and structural conditions for small and medium enter-
prises (SMEs) to fully exploit the potential of information and communication technology (ICT). The
authors build a conceptual framework relating ICT readiness (a new construct) to two more common
dimensions: strategic vision of ICT and ICT maturity . Using the framework, the study identifies
four distinct groups of SMEs, associated with differing degrees of readiness, before analysing possible
evolutionary and regressive development paths among these groups. In discussing the implications of the
framework, the authors argue that the framework represents a valid tool of diagnosis and intervention,
especially in those circumstances where SMEs cannot fully exploit the potential of ICT. The framework
helps identify the underlying causes of limited ICT readiness and supports owner-managers and consul-
tants in choosing and implementing appropriate interventions.
Chapter 9
Online Social Media as a Driver of Buzz Marketing: Who s Riding?................................................143
Khan Md. Raziuddin Taufique, Presidency University, Bangladesh
Faisal Mohammad Shahriar, Leading University, Bangladesh
Buzz Marketing is an alternative strategy of creating preference and demand among prospective cus-
tomers. Though given caution, this geometrically progressive marketing strategy offers significant op-
portunities for firms. The popularity of online social media adds a new dimension of buzz marketing, as
these social networking sites accommodate a massive exchange of views among the users. Companies
planning to use online social media as a driver of their buzz marketing efforts inevitably face the chal-
lenge of acquiring favorable response from a versatile and almost uncontrollable mass of users. Hence,
profiling the users of social media is valuable. This paper examines the users of online social media and
creates profiles of these buzz riders. Qualitative in nature, this study also proposes strategic implica-
tions for the different categories of online social media users to elicit positive responses of the buzz
marketing efforts of the companies.
Chapter 10
Automatic Categorization of Reviews and Opinions of Internet E-Shopping Customers..................154
Jan Zizka, Mendel University in Brno, Czech Republic
Vadim Rukavitsyn, Mendel University in Brno, Czech Republic
E-shopping customers, blog authors, reviewers, and other web contributors can express their opinions
of a purchased item, film, book, and so forth. Typically, various opinions are centered around one topic
(e.g., a commodity, film, etc.). From the Business Intelligence viewpoint, such entries are very valuable;
however, they are difficult to automatically process because they are in a natural language. Human be-
ings can distinguish the various opinions. Because of the very large data volumes, could a machine do
the same? The suggested method uses the machine-learning (ML) based approach to this classification
problem, demonstrating via real-world data that a machine can learn from examples relatively well. The
classification accuracy is better than 70%; it is not perfect because of typical problems associated with
processing unstructured textual items in natural languages. The data characteristics and experimental
results are shown.
Chapter 11
Competition in Online Comparison Shopping Services.....................................................................164
Jani Saastamoinen, University of Eastern Finland, Finland
Retail markets in online comparison shopping websites are extremely competitive, yet firms voluntarily
list in these services. The objective of this paper is to study competition and seller profitability in com-
parison shopping markets. In the proposed model, two profit-maximizing sellers sell a homogeneous
good to Bayesian risk-neutral buyers. Buyers use a reputation system to update their beliefs about the
sellers and purchase from the seller that maximizes the buyer s expected surplus. The model shows that
a seller s profit depends on the distribution of buyer beliefs. A good reputation increases a seller s profits.
Empirical testing is carried out using data from Pricegrabber, a popular comparison shopping website.
The evidence indicates that a good reputation may support price premiums as the model suggests.
Chapter 12
Consumer-to-Consumer Internet Auction Models.............................................................................181
Timothy L. Y. Leung, Imperial College London, UK
William J. Knottenbelt, Imperial College London, UK
Internet auctions have become an increasingly common method for exchanging goods and services
across the world both among consumers themselves, as well as between businesses and consumers. These
Internet auction mechanisms have the scope of incorporating procedures of much greater complexity
and variety, and they exhibit characteristics and properties that are quite distinct from conventional auc-
tions. In this paper, the authors provide an experimental study of the performance characteristics and
operational behaviour of a number of online auction models, including the fixed time forward auctions,
the Vickrey auctions, and models with soft close variable auction times. These online auction models
are studied through systematic simulation experiments, based on a series of operational assumptions,
which characterize the arrival rate of bids, as well as the distribution from which the private values of
buyers are sampled. Suggestions for efficient online auction design and procedures for improving auction
performance are given, and the behaviour of the average auction income and average auction duration
are quantified and compared.
Chapter 13
Predicting the Usage Intention of Social Network Games: An Intrinsic-Extrinsic
Motivation Theory Perspective...........................................................................................................195
Chiao-Chen Chang, National Dong Hwa University, Taiwan
Yang-Chieh Chin, Asia University, Taiwan
Social network sites (SNSs) are new communication channels with which people can share information.
The main functions of SNSs, such as MySpace, Facebook, and Orkut, consist of displaying a user s
social contacts, enabling people to view each other s social networks and search for common friends
or interesting content. Social networks are also connected to gaming and it is quickly becoming one of
the most popular categories of applications on SNSs. The goal of this project is to gain insight into the
factors that affect user intention to use a social network game. The study uses an extended technology
acceptance model and focuses on combining personal innovativeness, personal involvement, intrinsic
motivation and extrinsic motivation to explain usage intentions for social network games. The proposed
model was tested with data collected from potential users of a social network game. A multiple regres-
sion analysis and MANOVA analysis were then conducted to identify the key causal relationships. It is
expected that personal innovativeness and personal involvement will have positive effects on intrinsic
and extrinsic motivation and ultimately influence usage intentions with regard to social network games.
Chapter 14
Creating Competitive Advantage by Using Data Mining Technique as an
Innovative Method for Decision Making Process in Business ..........................................................205
Mert Bal, Yildiz Technical University, Turkey
Yasemin Bal, Yddiz Technical University, Turkey
Ayse Demirhan, Yildiz Technical University, Turkey
Competitive advantage is at the heart of a firm s performance in today s challenging and rapidly chang-
ing environment. One of the central bases for achieving competitive advantage is the organizational
capability to create new knowledge and transfer it across various levels of the organization. Traditional
methods of data analysis, based mainly on human dealing directly with the data, simply do not scale to
handle with large data sets. This explosive growth in data and databases has generated an urgent need
for new techniques and tools that can intelligently and automatically transform the processed data into
useful information and knowledge. Consequently, data mining has become a research area with increas-
ing importance. Organizations of all sizes have started to develop and deploy data mining technologies
to leverage data resources to enhance their decision making capabilities. Business information received
from data analysis and data mining is a critical success factor for companies wishing to maximize
competitive advantage. In this study, the importance of gaining knowledge for organizations in today s
competitive environment are discussed and data mining method in decision making process is analyzed
as an innovative technique for organizations.
Chapter 15
Comparing Effectiveness of E-Learning Training and Traditional Training in
Industrial Safety and Health................................................................................................................214
Norlinda Binti Mohd Rozar, University Malaysia Pahang, Malaysia
Abdullah Bin Ibrahim, Universiti Malaysia Pahang, Malaysia
Muhammad Ashlyzan Bin Razik, Open University, KFORCE, and Politeknik sultan
Haji Ahmad Shah, Malaysia
In response to the demanding change in work environments, most companies not only depend on tra-
ditional training, but also on e-learning and emphasizing it in safety and health. The benefits and cost
effectiveness of the benefits of e-learning training are trusted. Nevertheless, accidents still happen at the
workplace. This has become an issue to be studied, especially on the effectiveness of e-learning training
in comparison to traditional training. In this study, a framework to measure comparative effectiveness
between these two learning environments was developed based on Kirkpatrick s four-level evaluation
model and a case study was applied to test all the levels of the framework. These four levels include
participant reaction, learning, achievements, behavior of employees, and results. The interview results
indicated that there is no difference in the rating of the effectiveness of the two training methods based
on Kirkpatrick s model.
Chapter 16
Social Media Impact on Holiday Travel Planning: The Case of the Russian and the FSU Markets......230
John Fotis, Bournemouth University, UK
Dimitrios Buhalis, Bournemouth University, UK
Nicos Rossides, MASMI Research Group, Cyprus
The impact of social media on the travel industry is predicted to be tremendous, especially on its holiday
travel segment. Although there is a plethora of studies concentrating on the role and impact of social
media in travel related decisions, most of them are medium and community specific, or focus on a specific
stage of the decision making or the travel planning process. This paper presents a comprehensive view
of the role and impact of social media on the travel planning process: before, during and after the trip,
providing insights on usage levels, scope of use, level of influence, and trust. The study was conducted
through an online structured questionnaire on a sample of 346 members of an online panel of internet
users from Russia and the other Former Soviet Union (FSU) Republics who had been on holidays in
the previous 12 months. Findings reveal that social media are predominantly used after holidays for
experience sharing. It is also shown that there is a strong correlation between level of influence from
social media and changes made to holiday plans. Moreover, it is revealed that user-generated content is
more trusted than official tourism websites, travel agents, and mass media advertising.
Chapter 17
Factors Affecting the Success of Online Branding: An Empirical Study...........................................250
RiyadEid, Tanta University, Egypt
Raja Yahya Al Sharief King Abdul Aziz University, Saudi Arabia
Laila Hussein, Tanta University, Egypt
Online branding has become a crucial part of companies activity since the mid-90s, when internet
expansion began. As internet activity starts playing bigger and greater roles in sales and marketing
communications, online branding becomes more important. However, the challenge for organisations
today is to advance their online business activities. To address this challenge, organisations need to
understand the critical success factors for building an online brand. This paper discusses this issue pro-
poses 9 critical factors classified into two categories and validated empirically through a sample of 150
university students. The significance, importance, and implications for each category are discussed and
then recommendations are made.
Chapter 18
Systems Development Methodology for Mobile Commerce Applications: Agile vs. Traditional.....264
Muazzan Binsaleh, Prince ofSongkla University, Thailand
Shahizan Hassan, Universiti Utara Malaysia, Malaysia
There are several systems development methodologies including traditional and agile methodologies
being utilized in current systems development. However, it could be argued that when developing mobile
commerce applications, suitable development framework should be investigated as these applications are
utilized in different contexts from fixed ecommerce applications. This study identifies suitable system
development methodology framework for mobile commerce applications. In order to achieve this aim,
the practitioners from seven organizations were asked to provide information about their development
methodologies by answering the questions regarding mobile commerce application development. The
questions were opened and aimed to explore practitioner s perspectives on the development methodologies.
From the practitioner s perspectives, it was found that there were several development methodologies
being used in mobile commerce application development and these can be classified into two different
development frameworks which are heavyweight/traditional and lightweight/agile methodologies. The
suitable methodology framework for mobile commerce application development thus was identified.
Chapter 19
Promoting Wine on the Internet: An Exploratory Study of the Portuguese Wine Blog
Community.........................................................................................................................................279
J. Fredas Santos, Porto Polytechnic Institute and Minho University, Portugal
This study examines the content of Portuguese wine blogs and addresses two main questions: (i) which
content and design elements of Portuguese wine blogs have more impact on the promotion of wine, and
(ii) how can the content and design quality of wine blogs be assessed and improved. To answer these
questions, a number of features of wine blogs are examined, and an initial attempt is made to describe
the profile, uses and practices of Portuguese wine bloggers. Strong correlations were found between
performance measures (posts, comments and traffic). In addition, it was found that one of the main
marketing features that bloggers can offer was in rating wines. On the other hand, presentation features
were found to account for very little regarding the performance of the blog. Finally, accessibility features,
such as cross-references and RSS/Feeds that tend to increase blog traffic, are only used by a minority
of Portuguese bloggers.
Chapter 20
Hotels Pricing at Travel Search Engines............................................................................................295
Anastasios Economides, University of Macedonia, Greece
Antonia Kontaratou, University of Macedonia, Greece
Web 2.0 applications have been increasingly recognized as important information sources for consumers,
including the domain of tourism. In the center of the travelers interest is the use of these applications
in order to compare and choose hotels for their accommodation at various tourism destinations. It is
important to investigate the issues related to the presence of the hotels on some of the most dominant
tourism search engines and to the prices that they present. This paper compares the search engines and
determines whether the cheapest and to the most complete one can be discovered. This paper focuses
on analyzing the hotel prices presented on their official websites and on the following eight tourism
search engines: Booking.com, Expedia.com, Hotelclub.com, Hotels.com, Orbitz.com, Priceline.com,
Travelocity.com, and Venere.com. The data analysis, by the use of the descriptive statistics, showed that
only 23% of the hotels examined are found at all the search engines. Furthermore, the price analysis
showed that there are differences among the search engines. Although some search engines statistically
give lower prices, there is not a single search engine that always gives the lowest price for every hotel.
Compilation of References...............................................................................................................306
About the Contributors....................................................................................................................348
Index ................................................................................................................................................356
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| spellingShingle | Transdisciplinary marketing concepts and emergent methods for virtual environments |
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| title | Transdisciplinary marketing concepts and emergent methods for virtual environments |
| title_auth | Transdisciplinary marketing concepts and emergent methods for virtual environments |
| title_exact_search | Transdisciplinary marketing concepts and emergent methods for virtual environments |
| title_full | Transdisciplinary marketing concepts and emergent methods for virtual environments Hatem El-Gohary [ed.] |
| title_fullStr | Transdisciplinary marketing concepts and emergent methods for virtual environments Hatem El-Gohary [ed.] |
| title_full_unstemmed | Transdisciplinary marketing concepts and emergent methods for virtual environments Hatem El-Gohary [ed.] |
| title_short | Transdisciplinary marketing concepts and emergent methods for virtual environments |
| title_sort | transdisciplinary marketing concepts and emergent methods for virtual environments |
| topic_facet | Aufsatzsammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027487673&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT elgoharyhatem transdisciplinarymarketingconceptsandemergentmethodsforvirtualenvironments |