Mobile instant messaging apps as an opportunity for a conversational approach to marketing: a segmentation study

Presti, Letizia Lo; Maggiore, Giulio; Marino, Vittoria; Resciniti, Riccardo

doi:10.1108/jbim-02-2020-0121

Cited by 13 publications

(13 citation statements)

References 62 publications

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“…Third, several new actors and stakeholders are entering the scene and we are just beginning to understand these complex networks. In this context, it makes sense to further the study on conversations on digital engagement platforms (Lo Presti et al , 2021). Fourth, a large number of geographical contexts remain unexplored.…”

Section: Discussionmentioning

confidence: 99%

In the travel bloggers’ wonderland: mechanisms of the blogger – follower relationship in tourism and hospitality management – a systematic literature review

Maggiore

Presti

Orlowski³

et al. 2022

IJCHM

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Purpose Even if the relationship between travel bloggers and followers has implications for tourists’ decision-making process, the literature does not individuate the main determinants of this relationship. This paper aims to study the drivers and motivations to follow travel bloggers and the main consequences. Moreover, the paper seeks to highlight the metamorphosis of travel bloggers and their role in the tourism industry. Design/methodology/approach A systematic literature review was used, and 76 papers were selected. A thematic map of the literature and a summary of key findings are proposed. Findings Although authenticity is the main trigger for following travel bloggers, other factors (e.g. transparency and credibility), if lacking, can erode the relationship with followers. Results demonstrate that hygiene factors are important but that the relationship with followers can be compromised if motivational factors are lacking. Loyalty and the continued use of travel blogs are the main consequences of a relationship based on trust, credibility and engagement. Practical implications Tourism and hospitality managers must define sophisticated segmentation procedures to select the right travel blogger with which to engage for destination promotions. Travel bloggers must clearly define the role that they want to have in the market if they are to instill loyalty in their followers. Originality/value To the best of the authors’ knowledge, this is the first paper that attempts to identify the pillars of the follower–travel blogger relationship in the tourism and hospitality literature.

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Section: Discussionmentioning

confidence: 99%

In the travel bloggers’ wonderland: mechanisms of the blogger – follower relationship in tourism and hospitality management – a systematic literature review

Maggiore

Presti

Orlowski³

et al. 2022

IJCHM

Self Cite

View full text Add to dashboard Cite

show abstract

“…Međutim, kako ovo pitanje nije od suštinskog značaja za urađenu Anketu, pitanje je svedeno na samoprocenjivanje. Interesantno je da čak 98,8% respodenata misli da dobro poznaje nove tehnologije, odnosno eksploataciju mobilnih uređaja (sa 38% sa maksimalnom ocenom) i oko 30% sa maksimalnom ocenom za rad na računaru [14]. Ovako visoki procenti nisu iznenađenje, s obzirom na veliki procenat respodenata sa visokom školskom spremom.…”

Section: Rezultati I Diskusijaunclassified

Effects of digital marketing implementation from the customer's perspective in companies of the textile and clothing industry

Dimitrijević¹,

Adamović²

2023

Tekstilna industrija

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Being competitive today means, above all, increasing investment in research and fast and efficient implementation of new technologies (primarily ICT), which enable the automation of business processes and the reduction of total costs, as well as new products and new markets, along with the optimization of business processes and rationalization of costs. Otherwise, by implementing innovative ICT systems and e-business models, whose infrastructure is based on the implementation of ICT or internet technologies (web, cloud computing, internet of things, big data, ubiquitous computing, etc.), companies can achieve a significant competitive advantage and take the lead market positions. This means that e-business has a positive effect on the development of entrepreneurship, while from the customer's point of view it enables more efficient business, easier shopping and communication with sellers and service providers (regardless of time, place or context). One of the segments of efficient e-business and strengthening concurrency is the accelerated, high-quality and efficient implementation of information systems - IS, primarily production (CAD and CAM), but also service, such as IS marketing, sales or supply. The influence and effects of digital marketing have a double effect, so they are generally treated as dual in nature or two-way, and relevant research into the importance of digital marketing in the efficient operations of companies, implies an in-depth situational analysis from two aspects - from the aspect of the producer or service provider and from the aspect of the user or consumer.The work is an explanation of the types, ways and effects of the implementation of the digital marketing system, as well as its possibilities, advantages and disadvantages in the business of textile and clothing industry companies, but also an explanation of the analytical-synthetic perception through the prism of the results of the survey on digital marketing from the customer's point of view.

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“…There is a pervasive reluctance or lack of consideration over the adoption of MIM app on which to base customer interactions and marketing. Many firms interviewed by Lo Presti et al (2021) were either ignorant of the option for using MIM apps, or unsure as to their benefit. A disruption to the market may well pose the answer to this issue, but the barriers to the wholesale adoption of MIM apps for customer relations are currently insurmountable.…”

Section: Skills Shortagementioning

confidence: 99%

Instant marketing? Instant Messenger

2021

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Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Mobile instant messaging is a potential avenue for customer service and marketing departments to explore. Yet there are significant issues with the wholesale adoption of MIM apps. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

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Mobile instant messaging apps as an opportunity for a conversational approach to marketing: a segmentation study

Cited by 13 publications

References 62 publications

In the travel bloggers’ wonderland: mechanisms of the blogger – follower relationship in tourism and hospitality management – a systematic literature review

In the travel bloggers’ wonderland: mechanisms of the blogger – follower relationship in tourism and hospitality management – a systematic literature review

Effects of digital marketing implementation from the customer's perspective in companies of the textile and clothing industry

Instant marketing? Instant Messenger

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