Suchergebnisse

PurposeThe purpose of this paper is to explore the marketing‐supply chain management (SCM) interface in new product development (NPD) processes through a contingent approach.Design/methodology/approachThe study endorses Thompson's taxonomy of interfaces – pooled interdependence, sequential interdependence and reciprocal interdependence – to classify the approaches observed through case study research on two innovation processes within the same unit. A number of contingent variables is hypothesized as possible factors impacting on the very interface adopted by the company. Thompson's taxonomy and the contingent variables constitute the conceptual framework of the study.FindingsResults show that the conceptual framework provides encouraging results in interpreting the marketing‐SCM interface design by companies, even if some refinements, especially as far as the interface taxonomy are concerned, appear necessary to provide a comprehensive understanding of the phenomenon.Research limitations/implicationsSince the study is based on two cases, outcomes cannot be generalized. Nonetheless, the preliminary results and the rich understanding of the phenomenon provided by the in‐depth case studies suggested a number of research proposition to frame future research on the topic.Originality/valueThe paper observes the marketing‐SCM interface in a contingent way, providing a new interpretive framework for its analysis and design, and showing how the encouraged view in literature towards marketing‐SCM integration may be problematic and counterproductive in specific circumstances.

Together with the digitalization of government services, a considerable amount of countries, and Italy in particular among them, are considering the introduction of several online and offline access point to its services in order to increase the penetration of provision systems not requiring an interaction at the PA office. This study, through a two-step empirical exercise run in Italy, intends to understand the benefits sought by citizens and the channel attitudes in order to understand whether and how this orientation by policy makers, with respect to payment services, may be effective. Thanks to a suited sampling, the study sets the basis for a segmentation of the citizens in terms of benefits sought and discusses the channel attitudes within each segment identified. By analyzing the characteristics of the segments, the study presents implications for policy makers and public servants and provides a conceptual background for grounding further research on multichannel service provision.

PurposeThe purpose of this study is to investigate the perceived exposure of fashion consumers to different types of fashion brands' social media marketing (SMM) actions in social media, and its relationship with the intention to engage in electronic word-of-mouth (eWoM) behaviors.Design/methodology/approachThe empirical study uses a survey conducted on a stratified random sample of 241 Indonesian members of fashion social media brand communities (SMBCs). The research design includes 19 types of SMM actions and 3 types of eWoM engagement behaviors, and investigates their relationship using point-biserial correlation.FindingsGeneration of intention to engage in "pass-on" and "endorsement" eWoM has different drivers and serves different purposes. The findings suggest that endorsement engagement is contingent on the consumer's perceived exposure to marketing action stimuli, while pass-on engagement is driven by cognitive-inducing actions.Research limitations/implicationsThis study extends current theory on SMM strategy and its relationship with eWoM engagement with a theoretically grounded conceptualization of eWoM engagement behaviors through the use of one-click social plug-ins.Practical implicationsThe study offers guidelines for fashion brands to effectively design their SMM strategies by identifying specific drivers of consumers' intention to engage in eWoM.Originality/valueThis study identifies sources of generation of eWoM engagement behavioral intention from a fine-grained analysis of marketing actions across various fashion SMBCs. Besides, it extends the applicability of the "mere exposure" effect to the SMM context. The research pioneers the study on fashion consumers' eWoM engagement behaviors in Indonesia, a country with one of the largest social media populations.

Purpose
This paper aims to investigate the effectiveness of immersive virtual reality (VR) media and the influence of user's age in the context of destination marketing by exploring their impact on cognition (presence), affection (arousal), and behavioral (intention to visit and intention to recommend the destination) outcomes.


Design/methodology/approach
A laboratory experiment was conducted to compare the impact of using immersive VR (vs. 2D desktop) to experience a 360-degree virtual tour of Valencia on consumers' behavior. The sample included 187 participants. Both self-reported and physiological measures were collected during the experimentation.


Findings
Results showed that participants in the immersive condition experienced a stronger sense of presence and higher physiological arousal than those exposed to nonimmersive content. Presence significantly mediated both the intention to visit and the intention to recommend the promoted venue. Physiological arousal mediated the relationship between media typology and the intention to recommend the destination. Upon introducing age as a moderating variable, the effect of physiological arousal on behavioral outcomes proves to be significant.


Practical implications
The study presents destination marketing organizations with a compelling use case for immersive technologies. It also offers design principles, potential applications and targeting strategies for VR marketing in hospitality management.


Originality/value
To the best of the authors' knowledge, this study is the first to investigate the combined effect of physiological arousal and presence on behavioral intentions in VR destination marketing, while also examining the impact of age as an individual characteristic.