How websites compete in the Middle East: The example of Iran

Naami, Tara; Anesbury, Zachary William; Stocchi, Lara; Winchester, Maxwell

doi:10.1002/cb.1992

Cited by 12 publications

(10 citation statements)

References 129 publications

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“…This study extends previous work by Graham and Kennedy (2022) and Dawes et al (2022) examining the buying behaviour of 12,407 continuously reporting households that purchased 853 brands from 56 consumer goods categories in the United Kingdom between 2010 and 2014. We deliberately utilise the same 5‐year period for consistency with the extant research (Dawes et al, 2022; Graham & Kennedy, 2022), which exceeds the normal consumer‐related period (typically 12 months as per Anesbury et al, 2022; Driesener et al, 2022; Naami et al, 2021), and exceeds the anecdotal 3‐year average tenure for brand managers. The longer the period, the more likely that ultra‐light buyers are included in the analysis as a non‐buyer in a 1‐year period could be classified as an ultra‐light buyer in a 5‐year period.…”

Section: Methodsmentioning

confidence: 99%

Valuing the contribution of ultra‐light buyers

Hossain,

Anesbury,

Driesener

et al. 2023

J of Consumer Behaviour

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Ultra‐light buyers, those who, on average, buy a brand once a year or less, are important by number and their contribution to brand purchase occasions. The initial research, however, was limited in scope and did not measure the contribution of these buyers to sales volume or value. By examining over 850 brands in almost 60 categories, we identify that ultra‐lights make up 62% of a brand's buyer base over 5 years and contribute 32% of purchase occasions and 31% of sales volume and value. In line with previous findings that brands with higher loyalty exhibit more repeat purchases and thus fewer ultra‐light buyers and private label brands often exhibit higher than expected loyalty for their market share—we find the prevalence of ultra‐light buyers is higher for national brands than private labels, likely reflecting the higher loyalty often observed for private labels. We also find no difference in ultra‐light buyers' contribution between high and low‐price brands, indicating that price is not a significant factor affecting the contribution of ultra‐light buyers. Finally, we find that both growing and declining brands have fewer ultra‐lights than stable brands. As growth occurs via increasing penetration and loyalty, for growing brands, new buyers may be more ‘light’ than ‘ultra‐light’ in terms of their loyalty; while for declines, these findings imply that there are not enough ultra‐light buyers to maintain brand sales. A failure to recruit ultra‐light buyers may be very dangerous for brand health.

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Section: Methodsmentioning

confidence: 99%

Valuing the contribution of ultra‐light buyers

Hossain,

Anesbury,

Driesener

et al. 2023

J of Consumer Behaviour

Self Cite

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“…Literature: According to Dawes (2016) and Naami et al (2021), brands that experience growth in market share metrics do so primarily through the acquisition of new customers rather than an increase in the frequency of repeat purchases.…”

Section: Do Brands Grow Market Share Through Acquiring New Customers ...mentioning

confidence: 99%

The potential of AI tools in formal education

Vrabec,

Zubková

2023

Media &Amp; Marketing Identity

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The paper deals with the use of Artificial Intelligence (AI) tools in formal education. The first part of the paper presents a theoretical framework, defining key concepts and examining the current state of AI use in education in Slovakia and other countries. This analysis provides a deeper insight into current trends and challenges in the implementation of AI in educational processes. The second part of the article focuses on a systematic search for AI tools that have the potential to be used in the educational process. The given tools are subjected to a content analysis to assess their applicability and benefits in the educational context. The results of this paper have the potential to contribute significantly to a better understanding of the benefits of AI in the context of formal education. It can also be used as a basis for developing effective strategies for implementing AI in educational processes and enriching research using advanced technologies in pedagogy.

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“…However, in many cases, there is no generalizable evidence or empirical data on its major effect on important business indicators. Many loyalty studies also rely on attitudinal data from questionnaires, yet such data does not accurately capture brand loyalty and shows weak correspondence to real shopping behaviour (Naami et al, 2022). Thus, attitudinal data is inherently inferior to real behavioural data available in e-commerce.…”

Section: Literature Reviewmentioning

confidence: 99%

How do e-stores grow their market share?

Klepek

Kvíčala

2022

MIP

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PurposeThe purpose of this paper is to identify how fashion and cosmetics e-stores compete and grow to help e-commerce managers set the corresponding marketing strategy. It describes the relevance of customer acquisition and retention to market share as the essential performance metrics.Design/methodology/approachAn empirical generalization approach where patterns in data appearing across studies are described by a mathematical or graphical method is used. To do that, the authors observed real transactional data and the effect of how e-stores benefit from new and returning customers and gain a larger market share. The authors have analysed behavioural data from nearly 124,000 e-commerce customers in two highly popular product categories (fashion and cosmetics) in the size of 10,000,000 euros in sales or more.FindingsFashion and cosmetics e-stores with more market penetration tend to have a higher market share measured both by the number of total purchases and the number of sales in euro. In other words, market penetration is a solid predictor of market share in all circumstances. Interestingly, no significant difference in loyalty has been observed in relation to market share growth except in the situation where the market partition was excluded from the product category.Research limitations/implicationsThe businesses under study derived only from one country and only two product categories were observed. Thus, there is a potential limitation in generalizing the findings to the whole e-commerce market from a geographical and category perspective. The length of the observation period may also play a role as a longer period increases the chance of repeat buying.Practical implicationsE-commerce managers can gain long-term market share growth mainly via higher market penetration (acquisition of new customers) and should avoid misleading overfocus on loyalty tactics (retention of current customers). The study also provides important benchmarks for e-commerce businesses in the fashion and cosmetic categories.Originality/valueIn the market share growth literature, only a handful of studies focus on stores and not on products. Moreover, there is a dominance of fast-moving consumer goods categories. Surprisingly, studies analysing ever-growing e-commerce markets are scarce. Thus, this research is original because it describes, using empirical data, how brands online, at the store level and within the fashion and cosmetics category, grow their market share. It is also one of the few studies that work with real business transactional data.

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How websites compete in the Middle East: The example of Iran

Cited by 12 publications

References 129 publications

Valuing the contribution of ultra‐light buyers

Valuing the contribution of ultra‐light buyers

The potential of AI tools in formal education

How do e-stores grow their market share?

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