Review of Marketing and other Journals 2008-2011

posted Jan 19, 2012, 2:28 PM by Debashish Mandal   [ updated Jan 19, 2012, 11:44 PM ]
Business Horizons
social media usage to support new product introductions.
Overview of Web 2.0, social media, and consumer-generated content, and explore the challenges and opportunities that marketers face. 
Literature review papers

European Journal of Marketing
Computer mediated marketing environments provide organisations with a medium that can be used to deliver content in a variety of ways to consumers. This capability highlights the distinction between the information in marketing communication and the vehicle used to deliver the information: that is, content differs from communication.
TAM Quantitative analysis The findings show that the influence of self-efficacy and usefulness increases as the consumer gains online shopping experience. The motivations that lead a potential e-customer to make a purchase are not the same as those that influence an experienced customer. The paper demonstrates the evolution of customer behaviour and the need to differentiate the perceptions of consumers depending on their level of experience.
Quantitative analysis. WOM as diffusive communication could generate a ripple effect. All of the WOM characteristics, which were investigated (quality, authority, authenticity and interestingness), have a positive effect on resenders' acceptance toward WOM, which, in turn, have a significant positive impact on resenders' resending intention. 

Journal of Marketing Management
The Primark case study offers an indication of how companies are or are not using the social web and social media utility tools to communicate their social responsibility.
Specifying how and when Internet use promotes strategic flexibility, an important enabler of competitive advantage, helps small business owner/managers better utilise their limited resources.
How the focal firms have used Web 2.0 tools and techniques to leverage their internal and external capabilities, and become rapidly internationalising firms with fuzzy porous boundaries.
Groupings of consumers are capable of developing potentially dangerous opposition and/or competitive offerings with little or no assistance from companies. These online groupings generate alter brands and counter brands that present opportunities and threats for existing brand managers.
Tribal mattering spaces are constructed around celebrity brands. This study highlights passions and enthusiasms within such emotional communities and the investments they make in celebrity brands, along with the forms of critique they construct around their associated marketing practices.
Quantitative approach. SMEs are not adopting e-CRM per se, as described in the large organisation-biased literature, but they are adopting relatively simple IBTs to improve their customer communication and information management capabilities and thus to create competitive advantage in their own strategic way.  
Organisations must carefully consider not only the nature of existing brand offerings before entering into the virtual world, but also whether this new channel is indeed a suitable channel in which to be embarking on branding activities. This also has clear implications for branding activities in other social media.
Content gratifications of enlightening others, advertising, and promotion, and the social gratifications of communication, image management, and vanity, are new to blogging. Bloggers' gratifications were found to evolve over time, leading to blog changes. 

New Media & Society
Facebook promotes mainly weak, low-commitment ties. 
Using Uses and Gratifications Theory (UGT), Expectation Confirmation Theory (ECT) and Diffusion Theory (DT). 





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