Influence of new-age technologies on marketing: A research agenda

Kumar, V.; Ramachandran, Divya; Kumar, B. Srinivas

doi:10.1016/j.jbusres.2020.01.007

Cited by 218 publications

(164 citation statements)

References 25 publications

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“…The existing new digital technologies such as big data, virtual reality, and augmented reality have compelled marketing managers to be aware with the latest technological advancement and to be innovative and creative in marketing their products and services via the internet platform on a large global scale. The emergence of digital marketing ecosystem through the adoption of chatbots, virtual reality, artificial intelligence, and augmented reality have presented new opportunities and challenges for many businesses (Kannan 2017 ; Kumar et al 2021 ).…”

Section: Implications and Contributionsmentioning

confidence: 99%

Advancing on weighted PLS-SEM in examining the trust-based recommendation system in pioneering product promotion effectiveness

et al. 2021

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The advancement in digital technologies has led to an explosive information phenomenon, particularly in Internet shopping. This paper attempts to examine the trust element in the current pervasive use of the recommendation system for product promotion effectiveness. Owing to the nature of high-volume online consumers and the nonexistence of the online consumer sampling frame, sampling weight adjustment approach was utilised for ensuring sample representativeness. Additionally, the responses collected were further analysed according to gender for a holistic understanding of the trust element. A cross-sectional quantitative research approach was adopted. Specifically, snowball sampling method was used to collect responses from online consumers. The findings revealed that benevolence, integrity, and competence trust are found to be positively associated with product promotion effectiveness. Competence trust recorded a large effect size followed by benevolence and integrity trust. Both male and female consumers shown different degrees of trust level. The findings provide practical implications for online merchants. They were suggested to focus on enhancing online consumers’ trust level and capitalize on competence trust for effective product promotion. They should also recognize the gender differences in the trust level for product promotion effectiveness when they are promoting gender-based products and services.

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Section: Implications and Contributionsmentioning

confidence: 99%

Advancing on weighted PLS-SEM in examining the trust-based recommendation system in pioneering product promotion effectiveness

et al. 2021

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“…Agri business, specifically attached with modern digitized technologies such as blockchain have revolutionized the medium of business conducted with customers world-wide, by providing social connections that vitally help in searching, targeting, communicating, and serving buyers [3]. Firms may observe tremendous benefit by enhancing investments in technology, such as higher efficiency and lower costs, and high service level [4]. Moreover, the boom in technology has strengthened the online shopping sector.…”

Section: Introductionmentioning

confidence: 99%

E-Agricultural Supply Chain Management Coupled with Blockchain Effect and Cooperative Strategies

et al. 2021

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The agricultural industry is highly underdeveloped and requires transformation in technology for food safety and reliability. A digital world is relying on blockchain technology for the successful implementation of sustainable e-agricultural supply chain management (e-Agri-SCM). In current advancements of blockchain in digital marketing, product website design (web design) is essential to streamline the requirements of the customer and the expectations of supply chain partners. The current research has incorporated the blockchain effect by web design elements into the agricultural supply chain management (Agri-SCM) study. In addition, partners in the digital marketing supply chain (DM-SCM) are also facing issues to identify significant web design elements-based blockchain technology to gain maximum profit. Therefore, a cooperative (Co-op) sustainable e-agricultural SCM model is developed in this study by considering the web design index and variable demand to decide shipments, selling price, cycle time, and advertisement cost for agriculture products. The uncertainties in the model due to intangible web design elements and basic costs are dealt with by the application of the fuzzy system whereas carbon emission is also considered for providing cleaner production. A real-time application of the proposed model is done by undertaking five different cases based on mutual share, demand curve, and advertisement budget among participants. The sensitivity analysis is also performed to identify important factors of the total profit. Findings of this work include significant web design elements (WDEs) i.e., web graphics, search engine optimization, cyber-security, fast loading, and navigation, as essentials for digital marketing to convince customers towards the product in a global SCM. The numerical results and managerial insights are advantageous for managers to get maximum profit by cooperative and digital marketing strategies to attain e-Agri-SCM.

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“…Empowered by its "just-walk-out" technology, Amazon, followed by heavy investment by other companies, has initiated a new retailing revolution, which is likely to substantially reshape consumers' shopping experiences and, subsequently, their needs, wants, and desires in the new retailing era (Kumar, Ramachandran, and Kumar 2020). Although in its infancy, cashierless stores seem to be here to stay, and it is a worthwhile endeavor to examine their downstream impact on consumers visa-vis the more traditional formats like self-service checkouts.…”

Section: Hypotheses Development: Ai-enabled In-store Communication Anmentioning

confidence: 99%

“…Although in its infancy, cashierless stores seem to be here to stay, and it is a worthwhile endeavor to examine their downstream impact on consumers visa-vis the more traditional formats like self-service checkouts. Specifically, an emerging and as-yet unanswered question specific to the "just-walk-out" checkouts is whether, in what contexts, and to what extent consumers find them attractive and compelling as compared to non-AI-enabled checkouts (Kumar, Ramachandran, and Kumar 2020). This question assumes even greater importance considering that AI has not received unambiguous consumer acceptance in some other settings (Longoni, Bonezzi, and Morewedge 2019).…”

Section: Hypotheses Development: Ai-enabled In-store Communication Anmentioning

confidence: 99%

Stimulating or Intimidating: The Effect of AI-Enabled In-Store Communication on Consumer Patronage Likelihood

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Jain

2020

Journal of Advertising

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Artificial intelligence (AI) has penetrated the marketing landscape and is having a profound impact on businesses' communication strategies. With AI coming under the spotlight, we know surprisingly little about its impact on consumers' patronage likelihood. This research attempts to address this void by investigating the "just-walk-out" retail technology in cohort with in-store communication. Across three studies, conducted online and in the field, the authors demonstrate that, compared to self-service checkouts, AI-enabled checkouts lead to significantly higher consumers' patronage likelihood. Furthermore, sensory stimulation stemming from in-store communication (environmental cues including assortment, advertising, and technology) underlies this impact. Importantly, the extent to which consumers perceive AI technology to be threatening is revealed as a boundary condition to these effects. These findings advance our understanding of how AI-enabled checkouts and in-store communication influence consumers' patronage likelihood and the boundary condition that moderates their impact.

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Influence of new-age technologies on marketing: A research agenda

Cited by 218 publications

References 25 publications

Advancing on weighted PLS-SEM in examining the trust-based recommendation system in pioneering product promotion effectiveness

Advancing on weighted PLS-SEM in examining the trust-based recommendation system in pioneering product promotion effectiveness

E-Agricultural Supply Chain Management Coupled with Blockchain Effect and Cooperative Strategies

Stimulating or Intimidating: The Effect of AI-Enabled In-Store Communication on Consumer Patronage Likelihood

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