Suchergebnisse

Technology introduction -- Innovation as a business process -- Understanding innovation solutions -- Impact on firms -- Creating new products and services -- Capturing the benefits of innovation -- Capture learning from innovation -- Influence on consumers -- Open innovation and collaboration -- Consumer acceptance of innovation -- Smart consumers (CLARA) -- Technology-driven forms of marketing -- Final thoughts

Purpose
Due to the emergent use of social media for marketing purposes, and the limited number of studies focusing on the use of social media by firms, the purpose of this paper is to explore the inclusion of social networks in the traditional marketing mix models.


Design/methodology/approach
A sample of 20 small and large Italian liquor producers was used, and their Facebook profiles were content analyzed.


Findings
The results provide evidence about the emerging shift from the use of social media for communication purposes through static advertising (characterized by pictures and slogans), to its use as an interactive channel that can influence consumers' purchasing behaviour through multimedia tools (i.e. games and interactive applications able to solicit users' interest), by emphasizing the extent to which a higher level of participation by a firm involves a higher level of consumer interaction. The findings also suggest that the firm's participation should be considered as a new element of the traditional marketing mix model and as an additional tool for efficient market sizing and sensing.


Originality/value
The study offers findings on actual usage of Facebook as part of marketing mix strategies based on large and small enterprises operating in the food and beverage sector, where a dearth of studies is observed. The study enhances and advances the social media and marketing literatures.

Purpose
– This paper aims to explore, and attempts to explain, consumer perspectives on the purchasing of counterfeit brands. The economic crisis has become a global phenomenon, although in Europe it mostly affected the Mediterranean countries of Southern Europe. In times of economic stress, counterfeit products increase their market share.


Design/methodology/approach
– The study utilized an email-based open-ended questionnaire as its data collection method. The research used a sample of 83 participants belonging to Generation Y (younger and older) and upper-medium- and high-income class brackets.


Findings
– Purchasing behaviour of counterfeit products during the economic crisis enabled this study to identify four types of consumers. Furthermore, the results indicated that some consumers have significant interest in counterfeits, whereas some consumers show apathy or indifference towards counterfeiting. Furthermore, some consumers believe that the government's economic austerity policies cause high-level consumption of counterfeits, whereas others consider the authorities to be responsible for counterfeiting, as they do not adequately tackle it.


Research limitations/implications
– This research is exploratory in nature and restricted to Greek Generation Y consumers. Suggestions are presented regarding future studies and generalization of the findings.


Practical implications
– Implementation of law, joint communication campaigns and social media usage are the major implications for the stakeholders in the marketplace.


Originality/value
– This study extends the body of knowledge of purchasing behaviour on non-deceptive counterfeit products by offering empirical findings from Greece, a country facing a severe economic crisis. This is the first study that explores counterfeit buying behaviour during an economic crisis period.

Purpose
This study aims to examine the effects of celebrity negative publicity on attitude towards brand, corporation, brand reputation and corporate reputation, both directly and through the moderating effects of social media involvement, brand commitment, identification and attribution (both types). Associative network theory has been used to explain these effects.


Design/methodology/approach
A quantitative survey of 550 respondents was carried out in London and surrounding areas. Structural equation modelling was used to analyse the data.


Findings
The findings suggest that celebrity negative publicity affects brand reputation and corporate reputation. Further, the moderating effects of social media involvement and brand commitment on attitude towards brand and corporation, identification on attitude towards brand, attribution types on attitude towards corporation were not found.


Originality/value
To the best of the authors' knowledge, this is the first paper to examine the effects of celebrity negative publicity on attitudes towards brand, attitude towards corporation, brand reputation and corporation reputation, directly, and through the moderating effects of attribution (both types), identification, commitment and social media. Findings from this study will minimise the gap in the literature on the topic and will help managers and policymakers to understand the effects of celebrity negative publicity in detail.