No abstract

High speed connectivity, smart mobile devices, social media and rapidly-proliferating end-user applications have given rise to digital markets. This paper investigates how digital market hosts exercise control over sellers. We propose that findings from prior empirical studies informed by control theory in other contexts might not fully apply to digital markets, since these platforms are loosely-connected to participants. Our three-case study revealed that, similar to controllers in other contexts, digital market hosts do utilize a mix of formal and informal control mechanisms, yet their seller control portfolios also differ importantly from control portfolios in other contexts. This paper presents our study findings, considers questions arising from the findings, and provides a useful foundation for further research which can consider why digital markets entail challenges that give rise to novel control portfolios.

Tracy L. Tuten and Michael R. Solomon, Social Media Marketing, 2016, 352 pp., New Delhi: SAGE, ₹450 (Paperback). ISBN 978-93-515-0924-0.

Purpose: This study looks at how display advertisements affect customers' Omni-buy intentions and the impact of e-WOM in determining if this influence is reflected in their purchase intentions.   Theoretical framework: Consumers' daily lives have grown more reliant on display advertising. Consumers depend on the Internet as a source of readily accessible information regarding advertising and businesses. Consequently, a customer becomes linked and an omnichannel shopper, intending to purchase products both online and offline. Electronic word of mouth (e-WOM) has also emerged as a powerful force that must be understood in the context of the omnichannel buyer.   Design/methodology/approach: A survey was performed to confirm the study's assumptions. Consumers who purchase fashion products omnichannel were polled for information. A questionnaire of 28 questions was developed for the study. The questionnaire includes questions about the respondent's age, gender, and educational level.   Findings: The results of the study show that there is a link between display advertising, e-WOM, and Omni-Online Purchase Intention. Several suggestions are produced to assist managers in navigating their brand's online presence in a manner that fits their customers' Omni-purchase intention.   Research, Practical & Social Implication: Through this investigation, the prevalence of many display ads on consumer purchase intention on the omnichannel market is determined, which contributes to the literature on advertising efficiency.   Originality/value: This study would most likely propose a method for market communication to determine how different types of display advertisements influence consumer purchase intentions, allowing firms to better manage the customer experience.