Beede, P, Boddewyn, J, Dickinson, S, Kerr, GF, Mortimer, K & Waller, DS 2016, 'Towards a Global Framework for Advertising Self Regulation' in Campbell, C & Ma, J (eds), Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing, Springer International Publishing, Germany, pp. 601-602.
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One of the forces which has indelibly shaped marketing is the internet. It has not only changed the way we communicate, but our marketing practices and our advertising self-regulation process (Kerr, et al 2012). Most advertising self-regulatory frameworks are country specific and typically an artefact of culture and the national regulatory environment (Boddewyn 1989; Rotfeld 1992). The importance of protecting consumers from deceptive advertising is universal, and in trying to regulate a global medium, we need to integrate national concerns into global guidelines and international best practice. Currently there is no global framework for advertising self-regulation, even though there is an urgent need to both protect consumers in this unregulated environment and ensure marketers’ obligations for legal, decent and truthful advertising are met.
Ellis, RB & Waller, DS 2016, 'A Study of the Marketing Curriculum in Australia: The 1930S to Now' in Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing, Springer International Publishing, Germany, pp. 86-93.
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“Marketing” was first taught in Australia at a university-level was at the University of Melbourne in 1929. Nine years later a detailed syllabus was produced by the co-ordinator A.G. Whitlam. This paper presents a historical analysis of the subject and compares it to the current Principles of Marketing subject taught today. An analysis of the subject structure, syllabus, and textbooks provides an insight into the changing Marketing curriculum. From the findings marketing educators can draw on the past to help understand the marketing curriculum of today, and raise issues for marketing subjects in the future.
Noguti, V, Singh, S & Waller, DS 2016, 'Gender Differences in Motivations to Use Social Networking Sites' in English, R & Johns, R (eds), Advances in Human and Social Aspects of Technology, IGI Global, Hershey PA, USA, pp. 32-49.
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This chapter investigates gender differences in motivations to use social networking sites (SNS), a subset of social media. The present research focuses on Facebook given its prominence among currently available SNS. Analysing a survey of university students in Australia, the results indicate that female consumers are more likely than male consumers to use Facebook to seek information (to research and learn new things and to discuss products and brands) and for convenience (to obtain things with little effort). Both of these reasons in turn relate positively to their degree of engagement on Facebook, where engagement is operationalized as cognitive absorption which is a state of deep involvement with an activity.
Waller, DS & Waller, HJ 2016, 'Advertising and Public Memory' in Schutt, S, Roberts, S & White, L (eds), Advertising and Public Memory: Social, Cultural and Historical Perspectives on Ghost Signs, Routledge, London, pp. 289-304.
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Contributors to this volume examine the complex relationships between the signs and those who commissioned them, painted them, viewed them and view them today.
Auger, P, Devinney, T, Dowling, G & Eckert, C 2016, 'Inertia and discounting in the selection of socially responsible investments', Annals in Social Responsibility, vol. 2, no. 1, pp. 29-47.
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PurposeSocially responsible investment (SRI) funds have grown dramatically as an investment alternative in most of the developed world. The paper aims to discuss this issue.Design/methodology/approachThis study uses a structured experimental approach to determine if the decision-making process of investors to invest in SRIs is consistent with the process used for conventional investments. The theoretical framework draws on two widely studied concepts in the decision making and investment literature, namely, inertia and discounting.FindingsThe authors find that inertia plays a significant role in the selection of SRI funds and that investors systemically discount the value of SRIs.Research limitations/implicationsThe results suggest that SRIs need to be designed to cater to the risk/return profiles of investors and that these investors need to be better informed about the performance of SRIs vs conventional investments to reduce their systematic discounting.Originality/valueUnique experimental approach applied to investment alternatives in a manner that captures individual level variation.
Choudhary, V, Currim, IS, Dewan, S, Jeliazkov, I, Turner, J & Mintz, O 2016, 'Evaluation Set Size and Purchase: Evidence from a Product Search Engine', Journal of Interactive Marketing, vol. 37, pp. 16-31.
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© 2016 The last decade has seen a dramatic increase in the popularity of product search engines, yet the analysis of consumer behavior at such sites remains a challenging research problem despite its timeliness and importance. In this article, we develop and estimate a copula model of evaluation set size and purchase behavior employing data from 3,182 hotel searches by customers at a large travel search engine. The model allows us to jointly study purchase behavior, evaluation sets, and their antecedents. Our results reveal that evaluation set size and purchase are negatively correlated and that factors typically presumed to be associated with purchase—i.e., when users sort search results by price or quality, request many rooms, disclose that there are many guests in their party, or arrive from other search engines and/or partner sites—actually relate to larger evaluation sets but lower purchase probability. In contrast, when users filter the search results, we observe smaller evaluation sets and higher purchase probability. The theoretical background and practical implications of our findings suggest that efforts to increase purchases need not necessarily be predicated on cultivating larger evaluation sets.
Dowling, G 2016, 'Defining and measuring corporate social reputations', Annals in Social Responsibility, vol. 2, no. 1, pp. 18-28.
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PurposeThe purpose of this paper is to outline a theory-based approach to defining the corporate reputation construct.Design/methodology/approachThe approach taken is to describe how to create a well-formed nominal definition of a construct and then show how this definition is translated into an operational definition that guides the selection of an appropriate measure. New definitions of corporate social reputation and appropriate measures of this construct are provided to illustrate this framework.FindingsThe definitional framework used suggests that many measures of corporate social responsibility and reputation are under specified. Thus, the measures derived from these definitions are poorly constructed. The strengths and weaknesses of three new types of measure of corporate social reputation are reviewed.Practical implicationsFor scholars the advantages of creating a well-formed definition are that it will lead to a valid measure of the construct under investigation. This will then help to better interpret what are significant findings and non-findings of empirical research.Originality/valueThis paper is an extension of the author’s previous work on defining the corporate reputation construct. Because what is meant by corporate social responsibility is contested amongst scholars this and related constructs need more precise definition and measurement. This paper offers a theory-based approach to achieve this aim.
Dowling, GR 2016, 'Defining and Measuring Corporate Reputations', European Management Review, vol. 13, no. 3, pp. 207-223.
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Corporate reputation is a construct that has gained widespread recognition in the disciplines of strategy, corporate social responsibility, management and marketing because a good reputation is thought to be more commercially valuable than a bad reputation. However, recent reviews of the scholarly literature suggest that because the construct of corporate reputation has been defined in a wide variety of ways it is difficult to understand the antecedents and consequences of the construct. To illustrate this problem 50 different definitions of corporate reputations are reviewed. This analysis suggests that some of the most prominent measures are not grounded in the definitions that are thought to underpin them. This phenomena presents a challenge to anybody wanting to meta‐analyze findings and to build new theories of corporate reputation. To help advance the field a framework is presented to guide the refinement of scholarly definitions so that they are well constructed and thus capable of guiding the development of valid measures of the construct. To illustrate this framework a new definition and some new measures are provided.
Gilbride, TJ, Currim, IS, Mintz, O & Siddarth, S 2016, 'A Model for Inferring Market Preferences from Online Retail Product Information Matrices', Journal of Retailing, vol. 92, no. 4, pp. 470-485.
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© 2016 New York University This research extends information display board methods, currently employed to study information processing patterns in laboratory settings, to a field based setting that also yields managerially useful estimates of market preferences. A new model is proposed based on statistical, behavioral, and economic theories, which integrates three decisions consumers must make in this context: which product-attribute to inspect next, when to stop processing, and which, if any, product to purchase. Several theoretical options are considered on how to model product attribute selection and how to treat uninspected attributes. The modeling options are empirically tested employing datasets collected at a popular e-tailer's website, while customers were making product evaluation and purchase decisions. Subsequent to identifying the best model, we show how the resulting attribute preference estimates can be managerially employed to improve customer targeting of abandoned shopping carts for follow up communications aimed at improving sales conversions.
Kwak, K, Wang, P & Louviere, JJ 2016, 'A novel approach to detect attribute by covariate interactions in discrete choice models', Journal of Choice Modelling, vol. 21, pp. 42-47.
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© 2016 Elsevier Ltd.This paper introduces a novel and simple method to identify attribute by covariate interactions in discrete choice models. This is important because incorporating such interactions in choice models can be an effective way to account for systematic taste variation or "observable preference heterogeneity" across individuals. Using simulated data sets to mimic a well-known phenomenon of selective attention to design attributes, we tested our proposed approach in a banking service context. Our proposed approach was successful in detecting the attribute by covariate interactions implied by the data generation process and outperformed a model with all covariate interactions. The proposed method contributes to the choice modelling literature by providing one of the "tricks of trade" to model observed preference heterogeneity. The simplicity of this approach has advantages for both academics and practitioners in marketing, transportation, healthcare and other fields that use choice modelling.
Liu, MT, Yan, L, Phau, I, Perez, A & Teah, M 2016, 'Integrating Chinese cultural philosophies on the effects of employee friendliness, helpfulness and respectfulness on customer satisfaction', European Journal of Marketing, vol. 50, no. 3/4, pp. 464-487.
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PurposeThis study aims to investigate the main and interactive effects of three employee attributes, namely, employee friendliness, helpfulness and respectfulness, on customer satisfaction in Mainland China.Design/methodology/approachA 2 × 2 × 2 between-subjects experimental design enabled an eight-scenario study depicting a service experience manipulated by employee friendliness (high/low), helpfulness (high/low) and respectfulness (high/low).FindingsIt is found that the effect of respectfulness has the strongest impact on customer satisfaction. Customer satisfaction generated by helpfulness is higher when respectfulness is high rather than low, while the interaction between helpfulness and friendliness is not found, even though helpfulness exerts a stronger effect than friendliness on customer satisfaction. Customer satisfaction is also maximized when all three positive interpersonal attributes all jointly presented. Interestingly, the absence of respectfulness tends to trigger a negative effect, while the display of friendliness results in a positive effect.Research limitations/implicationsBeyond the joint positive effects on service outcomes, different interaction patterns reveal that the display of friendliness is desirable and beneficial to enhance interpersonal outcome. However, the communication of respect is crucial, and, as such, managers and employees need to strive for a good balance on how to demonstrate these behaviours in critical moments such as service recovery. The findings from relative and interactive effects of three employee attributes are new in the literature and p...
Noguti, V 2016, 'Post language and user engagement in online content communities', European Journal of Marketing, vol. 50, no. 5/6, pp. 695-723.
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PurposeThis study aims to uncover relationships between content communities post language, such as parts of speech, and user engagement.Design/methodology/approachAnalyses of almost 12,000 posts from the content community Reddit are undertaken. First, posts’ titles are subjected to electronic classification and subsequent counting of main parts of speech and other language elements. Then, statistical models are built to examine the relationships between these elements and user engagement, controlling for variables identified in previous research.FindingsThe number of adjectives and nouns, adverbs, pronouns, punctuation (exclamation marks, quotation marks and ellipses), question marks, advisory words (should, shall, must and have to) and complexity indicators that appear in content community posts’ titles relate to post popularity (scores: number of favourable minus unfavourable votes) and number of comments. However, these relationships vary according to the category, for example, text-based categories (e.g. Politics and World News) vs image-based ones (e.g. Pictures).Research limitations/implicationsWhile the relationships uncovered are appealing, this research is correlational, so causality cannot be implied.Practical implicationsAmong other implications, companies may tailor their own content community post titles to match the types of language related to higher user engagement in a particula...
Parvin, S, Wang, P & Uddin, J 2016, 'Using best-worst scaling method to examine consumers’ value preferences: A multidimensional perspective', Cogent Business & Management, vol. 3, no. 1, pp. 1199110-1199110.
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© 2016 The Author(s). This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license. Unlike most prior studies, this study reconceptualizes the perceived value construct from the multidimensional perspective by incorporating the aesthetic and altruistic values from Holbrook’s value typology with the Theory of Consumption Value. Moreover, this study is a pioneer in measuring the construct of multidimensional perceived value with the Best-Worst Scaling method instead of rating scales to fill methodological deficiency in the literature. This study collected data through web-based survey using online consumer panels. Hierarchical cluster analysis used as the major data analysis technique. Results indicate consumers can be segmented on the basis of their preferences. Therefore, the use of the cluster analysis of the value dimensions would permit practitioners to develop more effective market segmentation strategies in order to attain sustainable competitive advantage in the growing hospitality and tourism industry.
Wilden, R, Devinney, TM & Dowling, GR 2016, 'The Architecture of Dynamic Capability Research Identifying the Building Blocks of a Configurational Approach', The Academy of Management Annals, vol. 10, no. 1, pp. 997-1076.
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The dynamic capability view (DCV) of the firm has become one of the leading frameworks aimed at identifying drivers of long-term firm survival and growth. Yet, despite considerable academic interest, there are many questions about what dynamic capabilities (DCs) are, how they relate to other organizational operations, and how they relate to firm performance. In this article, we provide a unique and comprehensive examination of the DCV literature that goes beyond past reviews by combining text-based analysis with surveys of,and interviews with, researchers in the field. With this approach, we are able to examine the evolution of the DCV in written literature and identify missing research themes. Based on this review, we argue that future research will benefit from integrating the DCV with configuration theory and the recent micro foundational thinking. We encapsulate this discussion via an architectural model of the DCV (entitled “House of Dynamic Capabilities”) that combines micro foundations underlying DCs at the varying levels of analysis (individual, business unit, and organizational) while also accounting for important enablers of DCs and firm strategic orientation. We also show how this logic requires a completely different set of methodological approaches to those currently in use
Yan, L, Liu, MT, Chen, X & Shi, G 2016, 'An arousal-based explanation of affect dynamics', European Journal of Marketing, vol. 50, no. 7/8, pp. 1159-1184.
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PurposeThe purpose of this paper is to investigate the effects of pre-existing mood valence, mood arousal and ad-evoked arousal on response to television and print advertising. It combined the arousal-as-information and arousal regulation approaches into a single arousal congruence theory. It sought an extended application of arousal congruence theory in the persuasion domain with several novel findings.Design/methodology/approachFour experiments were conducted to test the hypotheses. Analysis of variance, multivariate analysis of variance and pairwise comparison were used for data analysis.FindingsConsumer judgment is a joint function of mood valence, mood arousal and ad-evoked arousal. Positive mood does not always generate more positive evaluations and vice versa. Ad-evoked arousal can more strongly influence consumers’ judgments when they are in a negative rather than a positive mood. Furthermore, consumers in a positive mood rate a target more favorably when the ad-evoked arousal level is congruent with their current arousal state, while those in a negative mood rate a target more favorably when the ad-evoked arousal level is incongruent with their current state of arousal. Arousal polarization intensifies such congruence (and incongruence) effects.Practical implicationsThe findings reveal a mood-lifting opportunity based on ad-evoked arousal. This has implications for the design of advertisements, promotional materials, marketing campaigns and retailing environments.Originality/value
Zlatevska, N & Spence, MT 2016, 'Parsing out the effects of personal consumption norms and industry influences on food consumption volume', EUROPEAN JOURNAL OF MARKETING, vol. 50, no. 3-4, pp. 377-396.
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Bairstow, N 1970, 'How to Prepare 1000 Technopreneur in Indonesia - Key Panelist IESE Conference', Indonesia E-Commerce Summit & Expo, Indonesia.
Burke, PF, Zlatevska, N & Wei, X 1970, 'How Health Claims in Food Choices Are Evaluated: What Consumers Nominate as Essential versus Intended Behaviour', Australian and New Zealand Marketing Academy Conference Proceedings, Australian and New Zealand Marketing Academy Conference, Christchurch, New Zealand, pp. 839-839.
Hingorani, A & Wang, P 1970, 'Testing the Phillips and McQuarrie (2004) Typology of Visual Rhetoric: Some Preliminary Findings.', Marketing in a Post-Disciplinary Era, Australia and New Zealand Marketing Academy Conference (ANZMAC)., University of Canterbury, for the ANZMAC 2016 Conference, Christchurch, New Zealand, pp. 548-548.
Kwak, K & Wang, P 1970, 'Assessing Unintended Consequences of Optimal Designs in Stated Choice Models', INFORMS Marketing Science, Shanghai, China.
Menictas, C & Fine, B 1970, 'Digital disruption and the future of data collection', Australian Market & Social Research Society National Conference, Melbourne.
Noguti, V & Waller, DS 1970, 'Do Effects of Social Media Advertising Change at Different Times of the Day? The Impact of Seeking Information and Entertainment', International Conference on Research in Advertising, Ljubljana, Slovenia.
Noguti, V & Waller, DS 1970, 'Understanding Consumers’ Use of Social Media at Different Times of the Day: Implications for Advertising Recall', Australia and New Zealand Communication Association Conference, Newcastle.
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Social media plays a central role in many people’s lives, not only for communications with family and friends, but also to get connected with new people and to learn news from individuals as well as from mainstream sources. Conversations about brands and products between consumers, and between consumers and companies, contribute a significant part within this rich informational online environment. Advertising also has a role to play in these conversations as it can both inform and entertain the audience. While the advertising industry evolves and adapts to rapidly changing technological possibilities, finding ways to optimise advertising impact and not annoy the potential customer are important goals. A better understanding of how people use social media provides factors that can help with this optimisation. One such factor is how different people use social media differently throughout the day, i.e., during morning, day, and evening times. This paper investigates interest in news distributed via social media at different times of the day and compares this with the recall of advertised brands. This situation is likely to be important in the context of adverting as ads provide information and those interested in news tend to be eager to get information. Specifically this study explores how consumers who are most active on Facebook either early in the morning, during the day, or in the evening differ in their ad recall through their interest in getting daily news from Facebook. To discover this, a total of 408 participants living in Australia who use Facebook on their mobile phones completed an online study. The results are moderated by gender, age, and psychological reactance (degree to which people react against threats to their freedom of choice such as unsolicited advertising intrusion). The study found that high reactance, older females most intensely using Facebook during the day get more of their daily news from Facebook, and tend to recall mo...
Waller, DS & Waller, HJ 1970, 'Social Media by Art Galleries: An Analysis of Negative Facebook Comments', Australian New Zealand Marketing Academy Conference, Christchurch, New Zealand.
Zlatevska, N & Holden, S 1970, 'Nudging the Weight off. Small Portions Big Effects', Theory and Practice in Marketing Conference,, Texas.
