Financing as a Marketing Strategy

Seog, S. Hun; Hyun, Yong J.

doi:10.1287/mksc.1080.0423

Cited by 4 publications

(6 citation statements)

References 37 publications

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“…However, researchers have, to the best of our knowledge, not yet studied the effects of information privacy on perceived power, although they have called for such investigations (Labrecque et al 2013). Researchers have assessed consumer power in different contexts (e.g., product demand [Fuchs, Prandelli, and Schreier 2010], word of mouth [Grégoire, Laufer, and Tripp 2010], firm funding [Seog and Hyun 2009]), but not with regards to information privacy practices and consumers' choice over them.…”

Section: Extant Research On Information Privacymentioning

confidence: 99%

The Effect of Consumers’ Perceived Power and Risk in Digital Information Privacy: The Example of Cookie Notices

Bornschein¹,

Schmidt²,

Maier³

2020

Journal of Public Policy & Marketing

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Recent regulation in the European Union (i.e., the General Data Protection Regulation) affects websites’ information privacy practices. This regulation addresses two dimensions: websites must (1) provide visible notice regarding private information they collect through cookies and (2) give consumers the choice to disagree to such tracking. Policy makers must understand their regulation’s degree of implementation, as well as its effect on consumers. The authors develop a typology of website cookie notices along the dimensions of notice visibility and choice. A field study shows that most websites only offer low notice visibility and limited choice over private information collection. In addition, four experimental studies in the EU and United States explore the effects of information privacy practices. They find that offering choice over whether or which data are collected increases consumer power, whereas visibility of the notice (vs. no notice) only affects risk perceptions. The authors establish the novel suggestion that perceived risk is mitigated if consumers have more choice over their data (indirectly through greater power). Power and risk influence consumers’ affect and purchase intent.

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Section: Extant Research On Information Privacymentioning

confidence: 99%

The Effect of Consumers’ Perceived Power and Risk in Digital Information Privacy: The Example of Cookie Notices

Bornschein¹,

Schmidt²,

Maier³

2020

Journal of Public Policy & Marketing

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“…Crowd-based power employs and amplifies network-based power through bolstering individual connections in networks to increase reach and pool resources across groups, creating new levels of buying power and new marketplaces. Examples of crowd-based power include crowedcreation like that which occurs using Wikipedia or Sound: Cloud; crowd-funding (Seog and Hyun 2009) such as we see in Kickstarter or Indiegogo; crowd-sourcing as is used in Amazon Mechanical Turk; crowd-selling as can be seen wth Etsy; or crowd-support in peer-to-peer problem solving (P3) communities (Mathwick, Wiertz, and de Ruyter 2008).…”

Section: Crowd-based Powermentioning

confidence: 99%

Consumer Power: Evolution in the Digital Age

Labrecque

Esche

Mathwick

et al. 2013

Journal of Interactive Marketing

503

292

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The predictions of growing consumer power in the digital age that predated the turn of the century were fueled by the rise of the Internet, then reignited by social media. This article explores the intersection of consumer behavior and digital media by clearly defining consumer power and empowerment in Internet and social media contexts and by presenting a theoretical framework of four distinct consumer power sources: demand-, information-, network-, and crowd-based power. Furthermore, we highlight technology's evolutionary role in the development of these power sources and discuss the nature of shifts in power from marketers to consumers in terms of each source. The framework organizes prior marketing literature on Internet-enabled consumer empowerment and highlights gaps in current research. Specific research questions are elaborated for each source of power outlining the agenda for future research areas.

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“…The first is the leveraging of Internet‐enabled content (extra video, online games, cross‐platform storytelling) and dissemination tools (social networks, blogs, streaming and download services) to create greater consumer demand and increased revenues by creating a more popular experience or product. Such strategies include social media data mining as audience research (Asur & Huberman, ), crowd financing as marketing (Seog & Hyun, ), early stage audience engagement and vastly increased consumer interaction.…”

Section: Literature Review and Theoretical Frameworkmentioning

confidence: 99%

Innovation in the Application of Digital Tools for Managing Uncertainty: The Case of UK Independent Film

Franklin¹,

Searle²,

Stoyanova³

et al. 2013

Creat Innov Manage

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This research investigates innovation in how film producers use social digital tools to engage consumers, reduce demand uncertainty and respond to the challenge of digital disruption that affects the traditional film value chain. Through three empirical case studies of film production and exploitation, we examine examples of innovation in product, service, distribution, marketing and process, each having important implications at the organizational level. Our findings show that innovations in one area have important implications for other areas, distribution impacting on concepts of product and service, for example. We also show that internal firm micro-process dynamics impact directly on external interactions between the firm, consumers en masse and partner firms. Our research thus lies at the nexus of innovation, social media and uncertainty management, and questions the boundaries found in innovation 'types' or dominant taxonomies in traditional R&D frames. *This work was supported by the Economic and Social Research Council Capacity Building Cluster Grant RES 187-24-0014Introduction Film production is facing increasing challenges caused by declining revenues from DVD and TV rights exploitation. Digital tools, applied in new marketing and distribution models, form innovative strategic responses to major threats to film businesses caused by digital disruption (UKFC, 2010). These interventions, however, occur far earlier in the product life cycle and are undertaken by different parties than has traditionally been the case and can be seen as the active management of consumer demand uncertainty (Miller & Shamsie, 1999;Dempster, 2006). We ask how social digital tools are applied to manage uncertainty in the UK film business and adopt an empirical case study approach to investigate this. In doing so, we address a gap in the literature at the nexus of innovation, social media and uncertainty management in a specific creative industry, film. Whilst Dempster (2006) explores risk and uncertainty management in theatre and Sgourev (2012) deals with risk and innovation in opera, the specific 'spreadable' nature of digital media (Jenkins, Ford & Green, 2012) has not been explored in an innovation context for managing uncertainty in this setting.

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Financing as a Marketing Strategy

Cited by 4 publications

References 37 publications

The Effect of Consumers’ Perceived Power and Risk in Digital Information Privacy: The Example of Cookie Notices

The Effect of Consumers’ Perceived Power and Risk in Digital Information Privacy: The Example of Cookie Notices

Consumer Power: Evolution in the Digital Age

Innovation in the Application of Digital Tools for Managing Uncertainty: The Case of UK Independent Film

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