Special issue: Exploring research priorities in digital marketing

Journal of Customer Behaviour Volume 14, Number 2, 2015

Exploring research priorities in digital marketing
Julia Wolny
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Wolny, J. (2015). Editorial: Exploring research priorities in digital marketing. Journal of Customer Behaviour, 14(2), 83-85(3). http://dx.doi.org/10.1362/147539215X14373846805626

Groupthink 2.0: An empirical analysis of customers’ conformity-seeking in online communities
Jan Breitsohl, James Peter Wilcox-Jones & Ian Harris
“Online communities have witnessed an ongoing interest from both digital practitioners and scholars alike. Whilst the motives for and outcomes of customers’ participation have been convincingly evidenced, there is a lack of conceptual and empirical understanding on the decision-making processes within virtual groups. This study employs Janis’ (1972) Groupthink theory to investigate customers’ tendency to conform when making decisions in a financial online community …”
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Breitsohl, J., Wilcox-Jones, J.P. & Harris, I. (2015). Groupthink 2.0: An empirical analysis of customers’ conformity-seeking in online communities. Journal of Customer Behaviour, 14(2), 87-106.  http://dx.doi.org/10.1362/147539215X14373846805662

Personal level antecedents of eWOM and purchase intention, on social networking sites
Abdullah Alhidari, Pramod Iyer & Audhesh Paswan
“Social networking sites (SNS) have experienced a boom in the past few years in terms of usage, especially by the younger generation, and as an advertising medium. Firms are investing substantial resources to engage consumers through electronic word of mouth (eWOM), hoping to stimulate purchase intentions. This study seeks to identify key personal level antecedents (i. e., involvement, self-reliance, and risk-taking) to eWOM, and the relationship between eWOM and purchase intention on or influenced by SNS. Data was collected using a self-administered survey, and Structural Equation Modelling (SEM) was used to test the hypotheses. Results of this study indicate that eWOM is positively associated with both involvement and risk-taking, but not with self-reliance …”
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Alhidari, A., Iyer, P. & Paswan, A. (2015). Personal level antecedents of eWOM and purchase intention, on social networking sites. Journal of Customer Behaviour, 14(2), 107-125. http://dx.doi.org/10.1362/147539215X14373846805707

An old model for a new age: Consumer decision making in participatory digital culture
Rachel Ashman, Michael R. Solomon & Julia Wolny
“The Engel, Kollatt, & Blackwell (EKB) decision-making model has long been a core theory of consumer behaviour. This paper conceptually unpicks it to explore if it can continue to be as relevant in today’s participatory online culture, where shopping is increasingly a decision-making process that is driven by a powerful social collective. In order to illustrate the digital world in which the EKB model now operates, we present two fictional, yet realistic, scenarios that illustrate the effects of participatory culture …”
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Ashman, R., Solomon, M.R. & Wolny, J. (2015). An old model for a new age: Consumer decision making in participatory digital culture. Journal of Customer Behaviour, 14(2), 127-146. http://dx.doi.org/10.1362/147539215X14373846805743

Unleashing corporate communications via social media: A UK study of brand management and conversations with customers
Marie Griffiths & Rachel McLean
“This paper reports on a small-scale UK based study that explores the impact of social media adoption and use on corporate communications and brand image. The study was structured around an empirical research study including discourse and textual analysis, archival research on social media brand communications, interactions with customers, and a small-scale survey with social media managers. The authors draw upon Habermas’ theory of communicative action (the ideal speech situation and discourse ethics) in the analysis. The paper concludes that while some companies and public organisations are beginning to understand the importance of ‘real’ conversations with customers, only a small number have adopted the ‘human brand’ approach …”
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Griffiths, M. & McLean, R. (2015). Unleashing corporate communications via social media: A UK study of brand management and conversations with customers. Journal of Customer Behaviour, 14(2), 147-162. http://dx.doi.org/10.1362/147539215X14373846805789

Social media practices in SME marketing activities: A theoretical framework and research agenda
Iva Atanassova & Lillian Clark
“This paper describes the importance of understanding the social media practices of small and medium-sized enterprises (SMEs) in the context of their marketing activities development. By bringing together literature on SME marketing, social media and dynamic capabilities, the authors argue that SMEs develop, change and evolve their marketing activities by acquiring market intelligence through social media use …”
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Atanassova, I. & Clark, L. (2015). Social media practices in SME marketing activities: A theoretical framework and research agenda. Journal of Customer Behaviour, 14(2), 163-183. http://dx.doi.org/10.1362/147539215X14373846805824