Key trends in business-to-business services marketing strategies: Developing a practice-based research agenda

Jong, Ad de; Ruyter, Ko de; Keeling, Debbie Isobel; Polyakova, Aleksandra; Ringberg, Torsten

doi:10.1016/j.indmarman.2020.12.004

Cited by 45 publications

(30 citation statements)

References 78 publications

(86 reference statements)

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“…Although such a value is primarily directed at consumers themselves, the disclosed content, in the form of personal information and experiences, may also be beneficial to service companies. Companies may use such content to develop better knowledge of their customers to implement more effective targeting strategies and customize their offerings, which may enhance customers’ service experiences (de Jong et al , 2021). Future research could delve deeper into this phenomenon by investigating how companies might exploit value co-creation for targeting strategies and service customization.…”

Section: Discussionmentioning

confidence: 99%

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Online private self-disclosure’s potential for experiential value co-creation

Haji¹,

Peluso

Jong³

2021

EJM

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Purpose This study aims to integrate and extend existing approaches from self-identity literature by examining the underexplored aspects of online private self-disclosure. The study first explores the experiential value co-created when consumers voluntarily self-disclose on public platforms. Second, it sheds light on what motivates such consumers to disclose private self-images and experiences, thus giving up some degree of privacy on an unrestricted platform. Design/methodology/approach This study conducted 65 laddering interviews and observed the profiles of ten consumers, who actively posted self-images on Instagram, through a netnographic study. Then, this study implemented a means-ends chain analysis on interview data. Findings This study found that online private self-disclosure can involve a co-created experiential value that consists of consumers’ self-affirmation, affective belief and emotional connection. These value components derive from three higher-order psychological consequences – empowerment, buffering offline inadequacy of self-worth and engagement – and four functional consequences – opportunity to learn, online control, self-brand authenticity and impression management. Implications Operationally, this study proposes that Instagram could be configured and synched with other social networking sites to provide a more complete representation of the online self. Using algorithms that simultaneously pull from other social networking sites can emotionally connect consumers to a more relevant and gratifying personalized experience. Additionally, managers could leverage the findings to tailor supporting tools to transfer consumers’ private self-disclosure skills learned during online communication into their offline settings. Originality This research contributes to the extant marketing literature by providing insights into how consumers can use private self-disclosure to co-create experiential value, an emerging concept in modern marketing that is key to attaining satisfied and loyal consumers. This study shows that, even in anonymous online settings, consumers are willing to self-disclose and progress to stable intimate exchanges of disclosure by breaking their inner repression and becoming more comfortable with releasing their desires in an emotional exchange.

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Section: Discussionmentioning

confidence: 99%

“…targeting strategies and customize their offerings, which may enhance customers' service experiences (de Jong et al, 2021). Future research could delve deeper into this phenomenon by investigating how companies might exploit value co-creation for targeting strategies and service customization.…”

Section: Limitations and Further Researchmentioning

confidence: 99%

Online private self-disclosure’s potential for experiential value co-creation

Haji¹,

Peluso

Jong³

2021

EJM

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“…[ 5 ]. However, their disadvantage is that the random factors in the evaluation have more influence on the evaluation results, and the evaluation results are easily affected by the subjective consciousness, experience, and knowledge limitations of the evaluators [ 6 , 7 ]. Backpropagation neural network is currently the most widely researched and applied artificial neural network in various fields.…”

Section: Introductionmentioning

confidence: 99%

Performance Evaluation Model of Agricultural Enterprise Technology Innovation Based on GA-BP Neural Network

Kang

Zhao

2022

Computational Intelligence and Neuroscience

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With the continuous development of my country’s economy and society, how to effectively evaluate the technical innovation performance of agricultural enterprises has become the focus of research. This paper firstly processes and analyzes the technical innovation performance data of agricultural enterprises, and then processes and converts the technical innovation performance data of agricultural enterprises; then, through the analysis of the technical innovation performance data of agricultural enterprises, the key characteristics of the technical innovation performance of agricultural enterprises are excavated. Finally, a performance evaluation model based on agricultural enterprise technology innovation is proposed, and the validity of the model is verified with examples.

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“…. Though ecommerce is one aspect of digitization, its influence spreads well outside the e-commerce and include the conversion of bodily objects into internet platforms, shopper suggestions on common networks, including the use of electronic plans in the buying procedure, including such online material search queries that lead to offline purchases (de Jong et al, 2021). The increased usage of portable devices that link to the Internet has begun to affect user activities, particularly purchasing behaviors in static shopping environments, and connected applications are a crucial facilitator of these bigger digitalization effects.…”

Section: Introductionmentioning

confidence: 99%

“…Within the retail segment, versatile gadgets are getting to be more critical, and unused buyer products with transportable Web associations remain presently being created at a fast speed, regularly in concert with additional innovation. Versatile gadgets may perform numerous of the same capacities as tablets, but they can have extra usefulness such as standardized identification skimming, position-based apps, and close stop communique as noted by de Jong et al, (2021). Strom and colleagues (Strom et al, 2014).…”

Section: Introductionmentioning

confidence: 99%

Investigate the Viability of Digital Marketing on Buying of Extravagance Brands from Customer Perception

2022

JMCR

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Companies have looked for to adjust compelling advanced promoting strategies to urge a competitive advantage as the industry shifts away from brick-and-mortar to e-commerce. Within the retail segment, versatile gadgets are getting to be more noteworthy, and modern buyer merchandise with transportable Web associations are presently being created at a fast speed. Advanced gadgets may perform numerous of the same capacities as tablets, but they can have extra usefulness such as standardized identification skimming, position-based apps, and close stop communique. Such nuts and bolts shape the innovation can be accomplished and utilized into the modern promoting techniques and hones, the show ponder is an exertion to examine the affect of digitalization on the modern showcasing methodologies and hones. The ponder is taken after by a overview investigation, by collecting the essential information, and come about that a positive impact of digitalization and its utilize within the modern showcasing techniques and hones with a noteworthiness level below 5%. Contribution: The first extremely important behavioral trend is the expansion of the consumption of technology, related to Internet growth. The growth of e-commerce is an essential factor in the expansion of young purchasers' technology consumption. Digitalization is made feasible by the extensive use of contemporary cellphones that operate on GSM networks and have Internet connection. The present study will contribute to the body of literature related to the luxury brand consumption predicted by the usage of digitalization. The research will fill in the gaps by incorporating the specific population for this study. Because it entails researching business models utilizing digital technology in order to decrease costs and increase the company's worldwide reach, digitalization is becoming more essential in today's competitive market. Due to the fact that the store is not in a set place, it not only benefits consumers, but it also relieves the organization's stress by eliminating the possibility of wear and tear or theft of products. It also guarantees quality and helps to minimize fraud since there is transparency in the company and a highly competitive market where consumers have the freedom to make their own decisions about what to buy.

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Key trends in business-to-business services marketing strategies: Developing a practice-based research agenda

Cited by 45 publications

References 78 publications

Online private self-disclosure’s potential for experiential value co-creation

Online private self-disclosure’s potential for experiential value co-creation

Performance Evaluation Model of Agricultural Enterprise Technology Innovation Based on GA-BP Neural Network

Investigate the Viability of Digital Marketing on Buying of Extravagance Brands from Customer Perception

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