Practicing Market Orientation for Customer Engagement: The Mediating Effect of Personalization and Multi-Channel Marketing

Shahid, Saad; Ayaz, Rida

doi:10.35536/ljb.2018.v7.i1.a1

Cited by 3 publications

(3 citation statements)

References 78 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Undoubtedly, some aspects of Spotify have already been examined and analyzed. For instance, Spotify's innovativeness is based on the data collected from their consumers' preferences [2], and Spotify's long-term goals of not just being a music provider but also a data broker is not just a streaming service but a technical institution [3]. Also, studies focus on Spotify's core tactic: Personalization and Customization, which show support for a relationship between personalization marketing and customer loyalty/customer satisfaction [2].…”

Section: Figure 1 What's New With Spotify Premiummentioning

confidence: 99%

“…For instance, Spotify's innovativeness is based on the data collected from their consumers' preferences [2], and Spotify's long-term goals of not just being a music provider but also a data broker is not just a streaming service but a technical institution [3]. Also, studies focus on Spotify's core tactic: Personalization and Customization, which show support for a relationship between personalization marketing and customer loyalty/customer satisfaction [2]. This research on day-to-day bases and subsequent consequences has enabled scholars to draw out various conclusions on the relationship between customer engagement and innovation and the prominent traits and attributions of Spotify, which attracted abundant artists and induced plentiful customers.…”

Section: Figure 1 What's New With Spotify Premiummentioning

confidence: 99%

See 1 more Smart Citation

The Effectiveness of Brand Culture on Customer Engagement

Yin¹,

Fu²

2021

Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

View full text Add to dashboard Cite

Spotify is a Swedish digital music streaming service and technology company founded in 2006 by Daniel Ek. In the US market, Spotify is the most predominant audio streaming service among its competitors. The primary purpose of this research was to explore how Spotify took advantage of its branding culture to deliberately orient or mediate its customer engagement. This research would develop preceding case studies related to customer engagement and Spotify's branding strategies to draw a general correlation. Although psychological factors of the consumers might affect their engagement to a certain extent, the research concludes the personalized customer experience of Spotify has strengthened the relationship between the application and consumers, attracting more non-members to subscribe to the premium service offered by Spotify. From Spotify's data-driven service, a particular customized playlist would be recommended to the users. People tend to be touched by music and such emotional interactions, leading to a sense of resonation and inspiration to them. Besides, artists and other music content creators could better comprehend the streaming media data of their works through the analytic database from Spotify. The adhesiveness of users would be valued. Thus, Spotify's brand culture and marketing tactics have to render part of its consumers become advocates, extensively spreading word-of-mouth recommendations of Spotify's benefits. In short, this research aims to provide an enlightening indication of Spotify's prospective developing orientation, which might be facilitated customer-oriented innovativeness.

show abstract

Section: Figure 1 What's New With Spotify Premiummentioning

confidence: 99%

Section: Figure 1 What's New With Spotify Premiummentioning

confidence: 99%

The Effectiveness of Brand Culture on Customer Engagement

Yin¹,

Fu²

2021

Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

View full text Add to dashboard Cite

show abstract

“…Failure to understand this characterization of multi-channel marketing will leave a firm with little sense of the behavior of its targeted segments. Consequently, an appropriate planning technique to develop a multi-channel marketing strategy might include the following elements seen in the table below (Shahid and Ayaz, 2018) Basically, regardless of the specific channels that are integrated into a firm's multi-channel marketing strategy, there are specific benefits for utilizing a multi-channel marketing strategy. These benefits all increase the return on investment or ROI of the firm's marketing investment.…”

Section: Multi-channel Marketingmentioning

confidence: 99%

Development of multi-channel marketing strategies for developing markets for low-cost consumer product goods

Fayad¹

2020

JBRMR

View full text Add to dashboard Cite

This study has examined the development of multi-channel marketing strategies and solutions that are intended for emerging or developing markets. The specific focus of the research has been on these multichannel marketing strategies in support of low-cost consumer product goods or CPGs meant for developing economies. Consequently, the research objectives of this research study were to determine the optimum approach to multi-channel marketing strategies for CPG firms entering developing markets. Additionally, the study also worked to analyze the effect of multi-channel marketing solutions and they might affect the composition of the supporting distribution channel for CPGs in developing markets. The illustrative market that has been relied upon for this study is Jordan. Jordan is a developing economy in the Middle East that has significant room for positive growth both economically as well as socio-culturally because of its location next to major areas of conflict. For Jordan, the expectation is that the multi-channel marketing strategy for a CPG retailer entering the market is going to focus on on-ground, traditional marketing channels with an emphasis on print and television while online marketing channels will be included but not yet fully developed.

show abstract

The role of information for the customer journey in mobile food ordering apps

Rita

Eiriz²,

Conde³

2022

JSM

View full text Add to dashboard Cite

Purpose This study aims to determine how to influence the customer journey of mobile food ordering applications (MFOAs) users. It researches how available information could influence customers’ intention to use MFOAs platforms in the prepurchase stage and explores the potential of personalized information to improve customer satisfaction with these services in the postpurchase stage. Design/methodology/approach This research followed a mixed design, combining qualitative (focus groups) and quantitative (online survey) research and using both content analysis and partial least squares structural equation modeling. Findings Two types of available information (firm-generated information and online customer reviews) had a positive influence on the behavioral intention to use MFOAs. Additionally, findings showed that different web personalization strategies, namely, content personalization, functional personalization and system-driven personalization, were useful tools to create customer satisfaction with this type of platform. Research limitations/implications The study discusses limitations regarding the sample and sampling process, indicator variables and measures. Practical implications The present research provides actionable insights for online food delivery providers. Originality/value This study addresses a research gap in the literature and provides a novel and richer understanding of customer behavior toward mobile food delivery platforms. Also, it adds to the personalization research by identifying and testing a range of web personalization strategies.

show abstract

Practicing Market Orientation for Customer Engagement: The Mediating Effect of Personalization and Multi-Channel Marketing

Cited by 3 publications

References 78 publications

The Effectiveness of Brand Culture on Customer Engagement

The Effectiveness of Brand Culture on Customer Engagement

Development of multi-channel marketing strategies for developing markets for low-cost consumer product goods

The role of information for the customer journey in mobile food ordering apps

Contact Info

Product

Resources

About