Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches

Shankar, Venkatesh; Grewal, Dhruv; Sunder, Sarang; Fossen, Beth L.; Peters, Kay; Agarwal, Amit

doi:10.1016/j.ijresmar.2021.09.005

Cited by 73 publications

(61 citation statements)

References 129 publications

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“…However, data analytics, social media analytics, referrals, website analytics, online campaign, and performance of inbound links, are the major elements that have a significant influence on marketing performance. There are multiple means to drive audiences and customers towards offered services and products, however, banners or display ads, native advertisement, content marketing, social media, and search engine marketing are the most influential means of marketing that play a significant role in the marketing performance (Hajarian, Camilleri, Díaz, & Aedo, 2021;Shankar et al, 2021). However, according to the current study employee engagement is one of the effective ways to increase marketing performance.…”

Section: Employee Engagement and Marketing Performancementioning

confidence: 83%

Service innovation and employee engagement on marketing performance of retail modern trade in Thailand

Kleebbuabarn

Rojanapanich

Sawaengkun

et al. 2022

ijhs

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Groups or chains of businesses prefer modern trade outlets. However, these business chains are affected by various factors that limit their performance. According to the current study, Service innovation and employee management have a significant impact on the marketing performance of retail modern trade in Thailand. Hence, the current study is aimed to determine the role of service innovation and employee engagement on the marketing performance of retail modern tared. It is observed that there is a direct relationship between service innovation, employee engagement, and marketing performance, however, market orientation and consumer service performance mediate the relationship between service innovation, employee engagement, and marketing performance. To obtain the results of the current study, primary data was collected by surveying 370 marketing managers working in various brands, organizations, and companies, in Thailand. Moreover, the collected primary data were analyzed by using statistical software named Partial Least Square (PLS) to achieve the results of the current study. It was concluded that increased value of service innovation and employee engagement results in an increase in the marketing performance of the retail modern trade in Thailand. The current study will help investors, marketing managers, and other brand ambassadors to increase their marketing performance.

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Section: Employee Engagement and Marketing Performancementioning

confidence: 83%

Service innovation and employee engagement on marketing performance of retail modern trade in Thailand

Kleebbuabarn

Rojanapanich

Sawaengkun

et al. 2022

ijhs

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“…Finally, the characteristics and emotional and cognitive states of message recipients determine how the VA (source) and its message are perceived and which customer reactions they prompt (Gervais and Hillard, 2014). In a digital communication taxonomy, Shankar et al (2021) argue that both consumers and businesses might be recipients of communication, in dynamic interactions with AI. For the purposes of this article, we consider customer characteristics more broadly, such as demographics (Sun et al, 2019), need for cognition (Gervais and Hillard, 2014), attitudes (Miao et al, 2021), abilities (Dellaert et al, 2020) or emotional states (Crolic et al, 2021).…”

Section: Ai-enabled Va Researchmentioning

confidence: 99%

How communications by AI-enabled voice assistants impact the customer journey

Grewal

Guha

Schweiger

et al. 2022

JOSM

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PurposeArtificial intelligence–enabled voice assistants (VAs), such as Amazon's Alexa, Google Assistant, and Apple's Siri, are available in smartphones, smart speakers, and other digital devices and channels. Use of these VAs is growing rapidly and are expected to significantly impact purchase intentions. This article focuses on how the communications enabled and provided by these VAs influence VA evaluations and usage intentions, contingent on the stage of the customer journey.Design/methodology/approachThis paper builds from work on VAs, work on artificial intelligence (AI) and work on communications, to offer a comprehensive and up-to-date understanding of how VA evaluations and usage intentions may be impacted by the communications from VAs, contingent on the stage of the customer journey.FindingsThis paper proposes a model for VA enabled communications impact VA evaluations. It builds from work on VAs, AI, communications, and customer journey management. In the proposed model, VA evaluations are not only impacted by source, message and recipient characteristics (per prior communication models), but also by (1) VA/AI specific features, like perceptions of humanness and perceptions of artificiality, and (2) stage of the customer journey.Practical implicationsThis paper provides guidance to firms, as regards how VA communications may influence VA evaluations and usage intentions. As an initial conjecture, (1) increasing perceptions of humanness, (2) decreasing perceptions of artificiality (3) a better fit between communications style (e.g. abstract vs concrete), and request type (e.g. transactional vs informational) (4) a better fit between VA communications (e.g. information vs banter), and consumer perceptions of the VA (servant vs partner) and (5) a better fit between VA communications and the stage of the customer journey may positively influence VA evaluations and VA usage intentions.Originality/valueThis paper provides a fresh look at the impact of VA communications, clarifying how such communications impact VA evaluations and usage intentions at various stages of the customer journey.

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“…In order to change consumer behavior, word-of-mouth effects are mentioned as being a force [80]. Persuasive communication has been adapted to the modern environment in an emerging digital marketplace [81]. Waters et al [82] mentioned that companies are using social media communication techniques through the theory of entertainment persuasion.…”

Section: Traditional and Modern Approaches To Persuasive Marketing Co...mentioning

confidence: 99%

The Value of Art in Persuasive Marketing Communication and Its Sustainable Effect on the Country of Origin

et al. 2022

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The value of art in persuasion integrates the country’s culture and art according to marketing communication. Our research examined the impact of artistic communication values on customers’ behavior as a sustainable effect on the country of origin by applying two hypotheses. These hypotheses were tested on 689 respondents, mainly from Romania. This marketing communication analysis indicated that persuasion had more value for customers when ethical rhetorical arguments, dialects, poetry, essays, poems, and fairy tales were linked to a country’s culture, such as tradition, national values, and heritage, or were combined with art, such as paintings, sculptures, and music. The results demonstrated that artistic communication influenced consumer behavior positively, having a sustainable effect on the country of origin.

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Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches

Cited by 73 publications

References 129 publications

Service innovation and employee engagement on marketing performance of retail modern trade in Thailand

Service innovation and employee engagement on marketing performance of retail modern trade in Thailand

How communications by AI-enabled voice assistants impact the customer journey

The Value of Art in Persuasive Marketing Communication and Its Sustainable Effect on the Country of Origin

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