Since the introduction of Ethereum in 2015, blockchain technology (BT) has been evolving, and BT ... more Since the introduction of Ethereum in 2015, blockchain technology (BT) has been evolving, and BT has been associated with the concept of the sharing economy by business academics. Despite the marketing research on the sharing economy that has been extensively conducted in the last decade, the linkage between BT and ethical marketing in the sharing economy remains unclear. Through a systematic literature review of 163 articles and a co-citation analysis, this study identifies the key elements of blockchain capabilities, blockchain attributes, and the underlying economic theories of blockchain. It also synthesizes and proposes a shift of ethical marketing logic in the blockchain-based sharing economy that delineates the principles of stakeholder capitalism. The article concludes with a list of future research directions that underline three approaches of stakeholder theory (i.e., the descriptive, instrument, and normative approaches). These directions aim to guide marketing scholars c...
Purpose The study aims to investigate the psychological mechanism that motivates consumers to pay... more Purpose The study aims to investigate the psychological mechanism that motivates consumers to pay more for a preferred brand that reflects their actual or ideal self-concept, by examining the shift in attention between consumer’s present, future, and past moments. Design/methodology/approach First, in a survey setting, the study identifies the relationship between temporal focus and self-congruence. Subsequently, we conduct three experiments to capture the effects of temporal focus on brand preference and willingness to pay (WTP). In these experiments, we manipulate consumers’ self-congruence and temporal focus. Findings The findings show that consumers with a present focus (distant future and distant past foci) tend to evaluate a brand more preferably when the brand serves to reflect their actual (ideal) selves. However, in the absence of present focus consumers’ WTP is more for a brand that reflects their ideal selves. Research limitations/implications The study does not have an a...
This chapter shows how retailers – without any previous experience or education – utilize a new m... more This chapter shows how retailers – without any previous experience or education – utilize a new mobile advertising channel. The chapter focuses on permission-based mobile advertising and the specific features that should be considered when designing and targeting mobile advertising. The empirical part of the chapter analyzes data from a field trial where Finnish retailers were able to use mobile advertising. The empirical data is obtained through the use of content analysis. Data analysis explores whether the retailers positioned the m-adverts to target either individuals or groups and whether the content of the m-adverts reflected and utilized the medium’s specific features. The results of this analysis suggest that both retailers and advertising agencies have to learn how to use m-advertising as a new media. Conclusions of the chapter suggest ways to fully utilize the potential of mobile advertising.
ABSTRACT Purpose: Advances in information technology (IT) have made communication and transaction... more ABSTRACT Purpose: Advances in information technology (IT) have made communication and transactions in business markets more effective than ever before. In spite of the increased popularity of studying buyer–seller relationships, IT influences on business relationships remain an underresearched area. The purpose of the current research is to illustrate how a digital bond emerges in a relationship in terms of the digital bonding process and its influence on other bonds in buyer–seller relationships. Methodology: A literature ...
Servitization is everywhere, leaving a permanent mark on industrial marketing. Going downstream s... more Servitization is everywhere, leaving a permanent mark on industrial marketing. Going downstream seems to be the next best thing after the letdown of vertical integration and specialization. Transforming ongoing business relationships from basic product oriented exchanges to more sophisticated solutions is, however, challenging. In this research we seek to understand the antecedents of becoming an integrated solution supplier by identifying drivers as well as inhibitors from both the supplier and customer ...
24th Bled eConference-Research Volume Social Media and Web, 2011
This study explores how music industry and consumers perceive marketing actions in social media. ... more This study explores how music industry and consumers perceive marketing actions in social media. We employ four case studies and one focus group in the empirical research. The results demonstrate that the music industry utilizes social media to establish communities, advertise new artists and songs, promote concerts and uploads videos to get visibility for their brand. Furthermore, consumers perceive social media marketing activities positively. Finally, we emphasize need to find more innovative ways to harness the power ...
The purpose of this report is to round up current literature and other published sources on harne... more The purpose of this report is to round up current literature and other published sources on harnessing web 2.0 for business-to-business marketing and add an empirical perspective on the subject from Finland. Web 2.0 means technologies that enable users to easily communicate, and ...
ABSTRACT In recent years, Customer Relationship Management (CRM) has become a topic of major impo... more ABSTRACT In recent years, Customer Relationship Management (CRM) has become a topic of major importance. However, the mobile medium as an element of CRM is rarely taken into consideration. The aim of the present study is to integrate these two important areas by providing an understanding of how to utilize the mobile medium in CRM. The main purpose of this study is to build an empirically grounded framework of the initiation stage of Mobile Customer Relationship Management (mCRM) in retailing. The empirical part of the ...
Since the introduction of Ethereum in 2015, blockchain technology (BT) has been evolving, and BT ... more Since the introduction of Ethereum in 2015, blockchain technology (BT) has been evolving, and BT has been associated with the concept of the sharing economy by business academics. Despite the marketing research on the sharing economy that has been extensively conducted in the last decade, the linkage between BT and ethical marketing in the sharing economy remains unclear. Through a systematic literature review of 163 articles and a co-citation analysis, this study identifies the key elements of blockchain capabilities, blockchain attributes, and the underlying economic theories of blockchain. It also synthesizes and proposes a shift of ethical marketing logic in the blockchain-based sharing economy that delineates the principles of stakeholder capitalism. The article concludes with a list of future research directions that underline three approaches of stakeholder theory (i.e., the descriptive, instrument, and normative approaches). These directions aim to guide marketing scholars c...
Purpose The study aims to investigate the psychological mechanism that motivates consumers to pay... more Purpose The study aims to investigate the psychological mechanism that motivates consumers to pay more for a preferred brand that reflects their actual or ideal self-concept, by examining the shift in attention between consumer’s present, future, and past moments. Design/methodology/approach First, in a survey setting, the study identifies the relationship between temporal focus and self-congruence. Subsequently, we conduct three experiments to capture the effects of temporal focus on brand preference and willingness to pay (WTP). In these experiments, we manipulate consumers’ self-congruence and temporal focus. Findings The findings show that consumers with a present focus (distant future and distant past foci) tend to evaluate a brand more preferably when the brand serves to reflect their actual (ideal) selves. However, in the absence of present focus consumers’ WTP is more for a brand that reflects their ideal selves. Research limitations/implications The study does not have an a...
This chapter shows how retailers – without any previous experience or education – utilize a new m... more This chapter shows how retailers – without any previous experience or education – utilize a new mobile advertising channel. The chapter focuses on permission-based mobile advertising and the specific features that should be considered when designing and targeting mobile advertising. The empirical part of the chapter analyzes data from a field trial where Finnish retailers were able to use mobile advertising. The empirical data is obtained through the use of content analysis. Data analysis explores whether the retailers positioned the m-adverts to target either individuals or groups and whether the content of the m-adverts reflected and utilized the medium’s specific features. The results of this analysis suggest that both retailers and advertising agencies have to learn how to use m-advertising as a new media. Conclusions of the chapter suggest ways to fully utilize the potential of mobile advertising.
ABSTRACT Purpose: Advances in information technology (IT) have made communication and transaction... more ABSTRACT Purpose: Advances in information technology (IT) have made communication and transactions in business markets more effective than ever before. In spite of the increased popularity of studying buyer–seller relationships, IT influences on business relationships remain an underresearched area. The purpose of the current research is to illustrate how a digital bond emerges in a relationship in terms of the digital bonding process and its influence on other bonds in buyer–seller relationships. Methodology: A literature ...
Servitization is everywhere, leaving a permanent mark on industrial marketing. Going downstream s... more Servitization is everywhere, leaving a permanent mark on industrial marketing. Going downstream seems to be the next best thing after the letdown of vertical integration and specialization. Transforming ongoing business relationships from basic product oriented exchanges to more sophisticated solutions is, however, challenging. In this research we seek to understand the antecedents of becoming an integrated solution supplier by identifying drivers as well as inhibitors from both the supplier and customer ...
24th Bled eConference-Research Volume Social Media and Web, 2011
This study explores how music industry and consumers perceive marketing actions in social media. ... more This study explores how music industry and consumers perceive marketing actions in social media. We employ four case studies and one focus group in the empirical research. The results demonstrate that the music industry utilizes social media to establish communities, advertise new artists and songs, promote concerts and uploads videos to get visibility for their brand. Furthermore, consumers perceive social media marketing activities positively. Finally, we emphasize need to find more innovative ways to harness the power ...
The purpose of this report is to round up current literature and other published sources on harne... more The purpose of this report is to round up current literature and other published sources on harnessing web 2.0 for business-to-business marketing and add an empirical perspective on the subject from Finland. Web 2.0 means technologies that enable users to easily communicate, and ...
ABSTRACT In recent years, Customer Relationship Management (CRM) has become a topic of major impo... more ABSTRACT In recent years, Customer Relationship Management (CRM) has become a topic of major importance. However, the mobile medium as an element of CRM is rarely taken into consideration. The aim of the present study is to integrate these two important areas by providing an understanding of how to utilize the mobile medium in CRM. The main purpose of this study is to build an empirically grounded framework of the initiation stage of Mobile Customer Relationship Management (mCRM) in retailing. The empirical part of the ...
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