Marketing mixes for digital products: a study of the marketspaces in China

Wang, Y.; Wang, K.L.; Yao, JingTao

doi:10.1504/ijtmkt.2009.023554

Cited by 9 publications

(6 citation statements)

References 20 publications

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“…A similar effect is observed in this study, where enjoying the VR experience with other people seems not no drive satisfaction (which is similar to the attitudinal variables in the technology acceptance literature), but makes people willing to pay more. The findings also provide several important contributions for managerial practice (Wang, Wang, and Yao, 2009). First of all, the findings provide managers with a solid understanding of factors that determine visitors' satisfaction and intentions.…”

Section: Discussionmentioning

confidence: 70%

Functional, Hedonic or Social? Exploring Antecedents and Consequences of Virtual Reality Rollercoaster Usage

et al. 2017

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During the last years, various media technologies such as Augmented Reality (AR) and Virtual Reality (VR) have gained increased attention in consumer markets and tourism. For theme parks, especially those with rollercoasters, wearable VR devices are expected to be associated with various benefits for tourists' experience. Therefore, adventure park managers with VR rollercoasters have a keen interest in understanding the drivers and psychological mechanisms of their visitors, especially those associated with economic benefits. Against this background, this study provides a conceptual model grounded in the VR and AR literature. The model is then tested in a Finnish amusement park with a VR switchback, and analysed using structural equation modelling. Result show that entertainment value and service quality drive satisfaction and subsequently word of mouth, but results do not confirm the importance on visitors' willingness to pay an extra fee for a VR experience. However, this economically crucial variable is determined by social presence of other people, indicating that visitors are willing to pay for experiencing an immersive experience with other people. Theoretical and managerial implications are derived, and avenues for further research discussed.

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Section: Discussionmentioning

confidence: 70%

Functional, Hedonic or Social? Exploring Antecedents and Consequences of Virtual Reality Rollercoaster Usage

et al. 2017

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“…As seen in the empirical evidences reviewed digital marketing primarily used for integrated marketing communication in emerging and developing economies firms (Boon-long & Wongsurawat, 2015;Huang & Liu, 2022;Jin et al, 2019;Khwaldeh, 2020;Li et al, 2020;Men, 2022;Noh et al, 2016;Ogbonnaya et al, 2020;Xu et al, 2022). Similarly, conventional marketing involves marketing mix elements starting from conceiving products and service and hence electronic products are the new normal besides digital pricing, promotion and online distribution (Marušić, 2019;Wang et al, 2009).…”

Section: Discussionmentioning

confidence: 99%

Digital Marketing in Developing and Emerging Economies: A Systematic Review of Introductory Phase Features

2023

IJMCNM

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Internet and social media offered a different arena of how marketing was done internationally. Its usage was still in infancy and available research was in embryonic stage to address the realities in developing nations, however. Therefore, this systematic review was done to identify contextual factors impacting digital marketing, dominant marketing practices over digital channels, and the consequences of adopting digital marketing. The study adopted the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) 2020 to collect evidence. Thematic content analysis was performed to extract pertinent information from 35 eligible studies included in the study. From obtainable digital channels; social media, m-marketing and e-commerce platforms are familiar in emerging markets. The findings revealed that demographics, psychological factors such as perception of medium trust, usability, enjoyment, satisfaction, risk, etc., at customer level and dynamic digital capabilities, management openness, collaborative digitalization, social networking ability, knowledge, and financial resources, etc., of firms were contingency factors impacting digital marketing. Evidence showed that marketing communication was principally accomplished online and doing marketing digitally enhanced marketing capacity, efficiency, and performance.

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“…To enhance the depth of the construction of classifiers of digital products, it is necessary to identify additional criteria that determine the differentiation of one category by a product from others. For example, article [62] suggests several classifications of digital products based on the allocation of various criteria: 1) digital products based on content; utilities and tools; online services; 2) categories based on the concepts of 4P, 4S and 4S; 3) based on the possibility of litigation and the degree of detail. Despite the fact that the authors create a systematic view of the problem and strive to combine all the criteria into a single structure, the proposed classification does not take into account the nature of digital products, as well as differences between digitalized products.…”

Section: Number Of Articles On the Term "Digital Products" By Researc...mentioning

confidence: 99%

The problem of interpretation, differentiation and classification of digital products

Shaidullin¹

2023

Bus. Inform.

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Digital innovative products often become a significant factor in the revision of companies’ business strategies and influence consumer preferences. A key component in the process of formulating such strategies is understanding the implications underlying the attributes of digital products. This requires a good understanding of their nature and characteristics. To date, there is no solid basis for classifying various digital products according to their inherent characteristics. This paper presents a new interpretation of “digital products” based on the analysis of 2954 scientific articles from the Scopus database. It discusses the problems of differentiation of digital products from other types of products (such as “cyber-physical products,” “digitized products,” “smart products,” etc.). We also developed a new classification of digital products by the method of highlighting their key attributes. The purpose of the study is to develop an advanced classification of digital products based on their differentiation from other types of products. The classification we constructed based on the principles of differentiation will allow innovators and businessmen to create more profound and more advanced business models.

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Marketing mixes for digital products: a study of the marketspaces in China

Cited by 9 publications

References 20 publications

Functional, Hedonic or Social? Exploring Antecedents and Consequences of Virtual Reality Rollercoaster Usage

Functional, Hedonic or Social? Exploring Antecedents and Consequences of Virtual Reality Rollercoaster Usage

Digital Marketing in Developing and Emerging Economies: A Systematic Review of Introductory Phase Features

The problem of interpretation, differentiation and classification of digital products

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