Interactive Advertising and Presence

Lombard, Matthew; Snyder-Duch, Jennifer

doi:10.1080/15252019.2001.10722051

Cited by 190 publications

(98 citation statements)

References 4 publications

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“…We know that online consumers want to feel and touch the products and communicate with retailers as they do in the physical market, they tend to use their experiences in the real world as a standard to evaluate their online experiences [23][24]. In order to locate and select the best products and service on websites, online consumers often need to experience an excessive amount of information, so it does need a personalized system to treat every consumer separately [25][26], a personalized system can provide online consumers with personalized interfaces, effective one to one information and personalized service [27][28].Finally, security is one of the biggest obstacles for e-commerce. Online consumers will not disclose their personal information and financial information until they are sure a website is secure, so the website should achieve a variety of functions (for example: encryption, third-party certification, Security Statement) to ensure the security of online shopping [29].…”

Section: System Qualitymentioning

confidence: 99%

Effect of Website Quality Factors on the Success of Agricultural Products B2C E-commerce

Zhao

2014

Computer and Computing Technologies in Agriculture VII

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Abstract. By applying analytic hierarchy process to extend the D&M IS success model, this paper builds a user preference hierarchical model for online consumers to select the most preferred website; this model is mainly constituted by the quality of information, service, system and supplier. Empirical study on agricultural products B2C field has shown that service quality is the most important factor affecting the website selections of online consumers, and ecommerce businesses should make greater efforts to improve the reliability and the rapid responsiveness of service. As supplier quality is highly correlated with user preferences, e-commerce businesses should take a balance strategy to increase product range, improve product quality with lower product price at the same time Information currency is high in the ranking, so e-commerce businesses should pay attention to update information on the website timely.

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Section: System Qualitymentioning

confidence: 99%

Effect of Website Quality Factors on the Success of Agricultural Products B2C E-commerce

Zhao

2014

Computer and Computing Technologies in Agriculture VII

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“…Marketers use the interactive opportunities of electronic communications to aid their viral marketing campaign efforts (Lombard and Snyder-Duch 2001). Employing interactivity as part of viral marketing gives companies the chance to better understand consumers, which can lead to more strategic marketing to gain customers in the target market segments (Pavlou and Stewart 2000).…”

Section: Interactive Electronic Word Of Mouth Campaignsmentioning

confidence: 99%

Investigating E-Servicescape, Trust, E-WOM, and Customer Loyalty

Tran

Strutton

2016

Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?

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titles.Old Spice cleverly used a handsome actor to play the Old Spice Man character for a Super Bowl commercial in 2010. After the game, this Old Spice commercial was viewed more than 13 million times on YouTube, a social media video-sharing site. This viral marketing campaign, also known as electronic word-of-mouth (E-WOM), propelled the Old Spice brand into the forefront of consumers' minds, increased brand awareness, and inspired people to share the video links with their family, friends, and co-workers.The rapid growth of E-WOM is an indication of consumers' increased willingness to convey marketing messages to others. However, despite this development, marketing academics and practitioners do not fully understand this powerful form of marketing. This dissertation enriches our understanding of E-WOM and how e-servicescape may lead to E-WOM. To that end, stimulus-organism-response theory and the network co-production model of E-WOM are applied to investigate the relationships between e-servicescape, trust, E-WOM intentions, customer loyalty, and purchase intentions. Two forms of E-WOM were examined, namely emails and social network postings. E-servicescape is defined as the online environmental factors of a marketer's website. E-servicescape is composed of three main dimensions, including aesthetic appeal, financial security, and layout and functionality. This study used cross-sectional customer data from a single e-tailer. Structural equation modeling was used to analyze the responses. Customer reviews was added as an additional subdimension of e-servicescape. The findings suggest e-servicescape positively impacts trust, which in turn positively influences E-WOM and customer loyalty. Moreover, two groups of customers were compared using multi-group analysis, where one group of users received emails and the other group received social network postings from the same e-tailer. Overall, the results indicated emails had a stronger impact on e-servicescape, E-WOM, and customer loyalty. Social networking site postings had slightly greater influence on trust, and two sub-dimensions of eservicescape, i.e., interactivity and ease of payment.These findings contribute to the marketing research on E-WOM theory and electronic commerce shopping behavior. In particular, the sub-dimension of customer reviews is added to e-servicescape. This study yields practical implications for marketers in understanding consumers' perceptions of websites and how to better design sites. In addition, these findings add to knowledge on how to engender consumers' trust and customer loyalty online. Finally, this research provides suggestions for firms wanting to create marketing campaigns that will lead to E-WOM. Overview of E-WOM E-WOM is defined as "forwarding actions through email, instant messaging or other communication media that are of high 'addressability'" (Ho and Dempsey 2010, p. 1000). E-WOM communication is traditional word-of-mouth (WOM) behavior evolved and adapted to electronic media, where individuals often convey messages in...

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“…Some researchers define interactivity as a characteristic of a medium (Choi, Miracle, & Biocca 2001;Lombard & Snyder-Duch 2001;Roehm & Haugtvedt 1999). Moreover, Public Relation theorists describe interactivity as features to build relationship (Gordon & Berhow, 2009;Taylor & Kent, 2004).…”

Section: Interactivitymentioning

confidence: 99%

Website Interactivity in Malaysian and Australian Universities

Jano¹,

Hanipah²,

Abdullah³

et al. 2015

ASS

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The extent to which web sites in Malaysian and Australian universities project their interactivity level was analysed. Content analysis was employed to measure the interactivity level. Twenty-six guidelines were selected and twenty university web sites from each country were randomly selected. The findings showed that human to marketer and human to human showed significant difference while human to content did not show any difference. This study will be an addition to web design literature and facilitate universities and individuals to develop effective strategies to elevate the image of universities in the global context. Future study should examine other interactivity dimensions which are not covered in this study and insights from web designer are also deemed important to ascertain the scenario behind the screen.

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Interactive Advertising and Presence

Cited by 190 publications

References 4 publications

Effect of Website Quality Factors on the Success of Agricultural Products B2C E-commerce

Effect of Website Quality Factors on the Success of Agricultural Products B2C E-commerce

Investigating E-Servicescape, Trust, E-WOM, and Customer Loyalty

Website Interactivity in Malaysian and Australian Universities

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