FEU Cavite Library Search for 'au:"1/1/2018"'

Improving consumer mindset metrics and shareholder value through social media : the different roles of owned and earned media /

By 82 | Article.
English : , .
Although research has examined the social media - shareholder value link, the role of consumer mindset metrics in this relationship remains unexplored. To this end, drawing on the elaboration likelihood model and accessibility/ diagnosticity perspective, the authors hypothesize varying effects and earned social media (OSM and ESM) on brand awareness purchase intent, and customer satisfaction and link these consumer mindset metrics to shareholder value (abnormal returns and idiosyncratic risk). Analyzing daily data of 45 brands in 21 sectors using vector autoregression models, they find that the brand fan following improves all three mindset metrics. ESM engagement volume affects brand awareness and purchase intent but not customer satisfaction, while ESM positive and negative valence have the largest effects on customer satisfaction. OSM increases brand awareness and customer satisfaction but not purchase intent, highlighting a nonlinear effect of OSM. Interestingly, OSM is more likely to increase purchase intent for high involvement utilitarian brands with higher reputation inplying that running a socially responsible business lends more credibility to OSM. Finally, purchase intent and customer satisfaction positively affect shareholder value.

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How do specialized personal incentives enhance sales performance? The benefits of steady sales growth /

By 82 | Article.
English : , .
The authors study specialized personal incentives (SPIs), which are cash rewards granted to salespeople for meeting interim performance goals within regular sales quota period (monthly, quarterly, etc.). Because firms often institute multiple SPIs, the authors are able to investigate whether different sales achievement trajectories have differential impacts on salespeople`s period-end sales performance. The authors find that a steadily growing sales trajectory in a sales period is more strongly associated with period-end success than a sales trajectory that is relatively flat early but has a sharp spike later in the period. Furthermore, although a salespeople who had high performance in the prior month (i.e., high-performance state) may be able to draw on superior selling strategies (compared with other salespeople), they too experience a boost in sales performance in the current month by earning SPIs. Notably, the authors also find that although earning SPIs benefits all salespeople, there is U-shaped relationship between a salesperson`s performance state and his her month-end sales performance. For any specific number of SPIs earned, the probability of meeting and exceeding month-end quotas is boosted more for salespeople with low- and high-performance states than for salespeople with a medium-performance state.

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Clustering, knowledge sharing, and intrabrand competition : a multiyear analysis of an evolving franchise system /

By 82 | Article.
English : , .
As franchise systems expand, the clustering and resulting proximity of same-brand outlets often become contentious issues. The increased interactions among outlets may facilitate knowledge sharing, even while inducing intrabrand competition. Prior research has considered each possibility - knowledge sharing or intrabrand competition - in isolation, resulting in conflicting recommendations to the central question of whether multiple same-brand outlets should be close to or distant from one another. In this study, the authors take the perspective of the focal outlet and show that the opportunity to share knowledge afforded by clustering-based proximity may or may not be realized, depending on the motivation and ability of the proximal outlets to share knowledge, the focal outlet`s ability to absorb knowledge, and the governance context. An analysis of more than 8, 000 observations on the 988 outlets of a U.S.-based automotive service franchise system from 1977 to 2012, and corresponding outlet-level sales information from 2004 to 2012 provides support for the authors`s hypotheses.

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Social dollars in online communities : the effect of product, user and network characteristics /

By 82 | Article.
English : , .
Online communities have experienced burgeoning popularity over the last decade and have become a key platform for users to share information and interests, and to engage in social interactions. Drawing on the social contagion literature, the authors examine the effect of online social connections on users` product purchases in an online community. They assess how product, user and network characteristics influence the social contagion effect in users` spending behavior. The authors use a unique large-scale data set from a popular massively multiplayer online role-playing game community - consisting of users` detailed gaming activities, their social connections, and theri in-game purchases of functional and hedonic products - to examine the impact of gamers` social networks on their purchase behavior. The analysis, based on a double-hurdle model that captures gamers` decisions of playing and spending levels, reveals evidence of "social dollars," whereby social interaction between gamers in the community increase their in-game product pruchases. Interestingly, the results indicate that social influence varies across different types of products. Specifically, the effect of a focal user`s network ties on his or her spending on hedonic products is greater than the effect of network ties on the focal user`s spending on fucntional products. Furthermore, the authors find that user experience negatively moderates social contagion for functional products, whereas it positively moderates conatgion for hedonic products. In addition, dense networks enhance contagion over functional product purchases, whereas they mitigate the social influence effect over hedonic product purchases. The authors perform a series of tests and robustness checks to rule out the effect of confounding factors. They supplement their econometric analyses with dynamic matching techniques and estimate average treatment effects. The results of the study have implications for both theory and practice insights on how managers can monetize social networks and use of social information to increase user engagement in online communities.

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Realtional price discounts : consumers' metacognitions and nonlinear effects of initial discounts on customer retention /

By 82 | Article.
English : , .
Practitioners increasingly employ relational price discount by granting initial discounts to new customers with the goal of building sustainable relationships. However, extant research has provided mixed findings on the long-term effects of initial discounts on customer retention. The current research aims to reconcile this mixed evidence by exploring nonlinear effects of initial discounts on customer retention. Drawing on marketplace metacognition theory, the authors hypothesize that moderate initial discounts (5% - 35%) have positive effects on customer retention, whereas low (<5%) and high (>35%) discounts have negative effects. Two large-scale field studies in an insurance company`s car insurance branch and property insurance branch provide empirical support for the hypothesized patterns. An additional laboratory experiment tests the psychological mechanism underlying the nonlinear effects. When compared with low and high discounts, moderate initial discounts lead customers to form higher expectations of future relational benefits provided by the firm, as well as to lower their expectations of future discounts. Finally, this research offers customer lifetime valueimplications based on the depicted findings.

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