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Online influencer marketing
Online influencer marketing (OIM) has become an integral component of brands’ marketing strategies; however, marketers lack an adequate understanding of its scope, effectiveness, and potential threats. To fill this gap, this article first describes the phenomenon’s background, defines OIM, and delineates its unique features to set the conceptual boundaries for the new concept. Drawing insights from practitioner and consumer interviews, and in line with social capital theory, the authors propose that OIM can be understood as leveraging influencer resources (including follower networks, personal positioning, communication content, and follower trust) to enhance a firm’s marketing communication effectiveness. Six novel propositions illustrate the benefits and potential threats of OIM, which may spur progress toward a theory of OIM. Finally, this article outlines key strategies for effectively managing OIM and identifies important literature–practice gaps to suggest avenues for further research.
Journal Article
Strategic social media
Strategic Social Media is the first textbook to go beyond the marketing plans and how-to guides, and provide an overview of the theories, action plans, and case studies necessary for teaching students and readers about utilizing social media to meet marketing goals. -Explores the best marketing practices for reaching business goals, while also providing strategies that students/readers can apply to any past, present or future social media platform -Provides comprehensive treatment of social media in five distinct sections: landscape, messages, marketing and business models, social change, and the future -Emphasizes social responsibility and ethics, and how this relates to capitalizing on market share -Highlights marketing strategies grounded in research that explains how practitioners can influence audience behaviour -Each chapter introduces theory, practice, action plans, and case studies to teach students the power and positive possibilities that social media hold
eBook
Social marketing to protect the environment : what works
Behavior change is central to the pursuit of sustainability. This book details how to use community-based social marketing to motivate environmental protection behaviors as diverse as water and energy efficiency, alternative transportation, and watershed protection. With case studies of innovative programs from around the world, including the United States, Canada Australia, Spain, and Jordan, the authors present a clear process for motivating social change for both residential and commercial audiences. The case studies plainly illustrate realistic conservation applications for both work and home and show how community-based social marketing can be harnessed to foster more sustainable communities.
eBook
ACCEPTANCE OF CHATGPT IN THE COMMUNICATION INDUSTRY: THE ROLE OF SCEPTICISM IN THE TRADITIONAL TAM FRAMEWORK/PRIHVACANJE CHATGPT-A U KOMUNIKACIJSKOJ INDUSTRIJI: ULOGA SKEPTICIZMA U TRADICIONALNOM TAM OKVIRU
Artificial intelligence-based tools such as ChatGPT have captured significant interest from marketing and PR practitioners due to their creative potential and productivity gains, but have also raised some concerns. Despite the growing popularity of the technology, there is a notable lack of research into its uptake in the communications industry and a general lack of focus on scepticism around technology adoption. Our study, which focuses on marketing and PR practitioners and combines the technology acceptance model with risk psychology theory, aims to address these research gaps. In particular, it examines the role of a previously underresearched factor in technology acceptance studies - technology scepticism - along with other relevant factors that influence the acceptance of ChatGPT in the communications industry. Our research shows that perceived ease of use and perceived usefulness positively influence attitudes towards use, which in turn encourages intentions to use among communication professionals. The perceived quality of the output has a positive effect on the perceived usefulness and attitude towards use. Scepticism proves to be a critical psychological factor that has a negative impact on perceived usefulness and attitudes towards use. This shows how important it is to consider psychological elements when investigating the acceptance of AI tools. Finally, our study offers valuable insights for both theory and practice.
Journal Article
Organizing for Marketing Excellence
Marketing organization is the interface of the firm with its markets and where the work of marketing gets done. This review of the past 25 years of scholarship on marketing organization examines the individual and integrative roles of four elements of marketing organization—capabilities, configuration (including structure, metrics, and incentives), culture, and the human capital of marketing leadership and talent. The authors indicate that these four elements are mobilized through seven marketing activities (7As) that occur during the marketing strategy process. These activities enable the firm to anticipate market changes, adapt the strategy to stay ahead of competition, align the organization to the strategy and market, activate effective implementation, ensure accountability for results, attract resources, and manage marketing assets. How well the firm manages these seven activities throughout the marketing strategy process determines the performance payoffs from marketing organization. Future research priorities outlined for the elements of marketing organization, their integration, and their impact on the 7As offer directions for the study of organizing for marketing excellence.
Journal Article