Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches
Digital marketing communication, that is, communication through digital or electronic media
among businesses and consumers, is growing rapidly, especially during the COVID-19 era …
among businesses and consumers, is growing rapidly, especially during the COVID-19 era …
Marketing in computer-mediated environments: Research synthesis and new directions
Although an extensive body of research has emerged on marketing in computer-mediated
environments, the literature remains fragmented. As a result, insights and findings have …
environments, the literature remains fragmented. As a result, insights and findings have …
Online product reviews: Implications for retailers and competing manufacturers
This paper studies the effect of online product reviews on different players in a channel
structure. We consider a retailer selling two substitutable products produced by different …
structure. We consider a retailer selling two substitutable products produced by different …
Effectiveness of marketing cues on consumer perceptions of quality: The moderating roles of brand reputation and third‐party information
B Akdeniz, RJ Calantone… - Psychology & …, 2013 - Wiley Online Library
Consumers usually infer unobservable product quality by processing multiple‐quality cues
in the environment. Prior research considering the simultaneous effects of marketing cues …
in the environment. Prior research considering the simultaneous effects of marketing cues …
Platform or wholesale? A strategic tool for online retailers to benefit from third-party information
Online retailing is dominated by a channel structure in which a retailer either buys products
from competing manufacturers and resells to consumers (wholesale scheme) or lets …
from competing manufacturers and resells to consumers (wholesale scheme) or lets …
Third-party product review and firm marketing strategy
Product reviews by third parties are growing in popularity. This paper examines when and
how a manufacturing firm should adapt its marketing strategies to such reviews. For …
how a manufacturing firm should adapt its marketing strategies to such reviews. For …
The strategic positioning of store brands in retailer–manufacturer negotiations
F Scott Morton, F Zettelmeyer - Review of industrial organization, 2004 - Springer
Store brands are the only brands for which the retailer is responsible not onlyfor promotion,
shelf placement, and pricing, but also for positioning the brandin product space. We argue …
shelf placement, and pricing, but also for positioning the brandin product space. We argue …
When do third-party product reviews affect firm value and what can firms do? The case of media critics and professional movie reviews
Third-party product reviews (TPRs) have become ubiquitous in many industries. Aided by
communication technologies, particularly on the Internet, TPRs are widely available to …
communication technologies, particularly on the Internet, TPRs are widely available to …
Research commentary—information transparency in business-to-consumer markets: concepts, framework, and research agenda
N Granados, A Gupta… - Information Systems …, 2010 - pubsonline.informs.org
The Internet has brought about significant changes in the availability of market information in
many industries. E-commerce technologies provide sellers with opportunities to design …
many industries. E-commerce technologies provide sellers with opportunities to design …