Online customer-initiated contacts and the development of profitable relationships

Cambra‐Fierro, Jesús; Melero, Iguácel; Sesé, F. Javier

doi:10.1016/j.elerap.2017.09.004

Cited by 9 publications

(8 citation statements)

References 97 publications

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“…With a view to establish the relationships between these concepts, we considered the S–O–R framework (Mehrabian & Russell, 1974)—a model rooted in environmental psychology, which establishes that a range of environmental factors, as encountered at a particular moment in time, act as stimuli (S), impacting people's internal state (i.e., perceptions and feelings) and thinking exercises (O) which, in turn, influences their behavioral responses (R) (Cao & Sun, 2018). In this sense, the work of Cambra‐Fierro, Melero, and Sese (2017) presents a good illustration of the meanings of these dimensions: stimuli include all those things that we generally understand to be external motivations, CSR in our model; the organism component represents individuals' reactions that occur from exposure to the stimuli. These states are important factors that help to explain how customers evaluate alternatives (Donovan, Rossiter, Marcooling, & Nesdale, 1994).…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

CSR and branding in emerging economies: The effect of incomes and education

Cambra‐Fierro

Flores‐Hernández

Pérez³

et al. 2020

Corp Soc Responsibility Env

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Sustainable development is a fundamental objective for guaranteeing the future of the planet. Taking into account the impact of emerging economies on the global economy and the scarcity of papers that have considered the effect of CSR initiatives on consumer behavior on those economies, it seems that further research on this issue is necessary. In particular, we analyze the extent to which CSR affects the connection and links of the consumer to the brand (i.e., self-brand connection, brand engagement). The main contribution of the paper to the field is the analysis of the interaction between CSR and branding in the context of an emerging economy. To that aim, and also in a novel way, we use the Stimuli-Organism-Response (SOR) model for a sample of more than 400 food and beverage consumers in Metropolitan Lima, Peru. Our results show that CSR effectively acts as a stimulus for consumers to identify and link to brands and that, in addition, these links generate buy-back (i.e., loyalty) and recommendation behaviors (i.e., WOM) which, in turn, create a great commercial value for companies. This research also analyses how incomes and educational levels moderate the intensity of such links. For practical implications, global trends in managing CSR and branding may be useful, although some cross-cultural and context-specific adaptations are necessary.

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Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

CSR and branding in emerging economies: The effect of incomes and education

Cambra‐Fierro

Flores‐Hernández

Pérez³

et al. 2020

Corp Soc Responsibility Env

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“…Marketers are using ICTs to support their organizational e-marketing so that they can improve business performance in all dimensions [30,45,46]. A highly entrenched element of ICT in customer life is the mobile phone, which has allowed businesses to be attached to them on a 24/7 basis [47,48]. E-marketing activities through mobile phones and the use of the internet can develop strong personalized relationships with the customers, which can reduce brand-switching [30,47].…”

Section: Mediation By E-marketingmentioning

confidence: 99%

“…A highly entrenched element of ICT in customer life is the mobile phone, which has allowed businesses to be attached to them on a 24/7 basis [47,48]. E-marketing activities through mobile phones and the use of the internet can develop strong personalized relationships with the customers, which can reduce brand-switching [30,47]. ICT is a key driver to perform marketing practices through electronic media that maximizes financial performance [49].…”

Section: Mediation By E-marketingmentioning

confidence: 99%

Towards Strategic Business Performance of the Hospitality Sector: Nexus of ICT, E-Marketing and Organizational Readiness

Anser

Yousaf²,

Usman

et al. 2020

Sustainability

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Purpose: This study aims to present a strategic business performance (SBP) model for firms operating in the hospitality industry by providing them guidance on how to use information and communication technologies (ICTs) and e-marketing to attain strategic performance. This paper also explores the moderating role of organizational readiness in the relationship between ICT and e-marketing. Methodology: Data were collected from the top, middle, and operational managers in 4-star and 5-star hotels. To test the mediating role of e-marketing in the relationship between ICT and SBP, Preacher and Hayes’s (2008) approach was used along with the bootstrap method. Regression analysis was carried out to examine the moderating role of organizational readiness. Findings: ICTs provide opportunities to execute e-marketing activities for achieving competitiveness. The empirical findings proved that the use of ICTs provides a basis for establishing a successful e-marketing mechanism that helps hotels to achieve SBP. Furthermore, ICTs’ influence on e-marketing is strengthened by organizational readiness. Originality/value: This paper adds to previous literature on ICTs, SBP, and e-marketing by examining the role of e-marketing and ICTs in positively contributing to the hotels’ SBP, which is a broader measure of firms’ business performance, as compared to the traditional financial or operational measures of a firm’s performance. Since previous studies on the links between ICTs, e-marketing, and firm performance are based on conventional measures of firm performance, this study offers new insights into the nexus of ICTs, e-marketing, and firm performance.

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“…Past literature has suggested that Mehrabian and Russell's (1974) simulus-organism-response (S-O-R) model can be used to understand the effect of eWOM communications and online interactivity on customer behavior (Animesh, Pinsonneault, Yang, & Oh, 2011;Cambra-Fierro, Melero & Sese, 2017). The S-O-R model posits that environmental and informational cues act as stimuli that affect an individual's cognitive and affective reactions, which, in turn, affect behavioral intentions.…”

Section: Introductionmentioning

confidence: 99%

Pictorial content, sequence of conflicting online reviews and consumer decision-making: The stimulus-organism-response model revisited

Bigné

Chatzipanagiotou

Ruiz

2020

Journal of Business Research

188

105

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Conflicting online reviews challenge the consumer's decision-making processes. Furthermore, the increase in visual content, both positive and negative, adds complexity. This study analyses conflicting online reviews based on text and photos using automatic processing patterns and conscious perceptions. The study is built on the stimulus-organismresponse model revisited by Jacoby ( 2002), and captures nonlinear eye-tracking data and a questionnaire. A fsQCA analysis suggests that the order of the positive and negative stimuli strongly influence the way respondents perceive the overall meaning of a sequence of online reviews, supporting primacy-recency effects. In addition, the visualization pattern is shown to be similar, regardless of the valence sequence of the online reviews. The visual attention paid to the pictorial content is at the expense of attention paid to the text. Theoretical contributions to the stimulus-organism-response model and managerial implications are proposed.

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Online customer-initiated contacts and the development of profitable relationships

Cited by 9 publications

References 97 publications

CSR and branding in emerging economies: The effect of incomes and education

CSR and branding in emerging economies: The effect of incomes and education

Towards Strategic Business Performance of the Hospitality Sector: Nexus of ICT, E-Marketing and Organizational Readiness

Pictorial content, sequence of conflicting online reviews and consumer decision-making: The stimulus-organism-response model revisited

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