Telling stories that sell: The role of storytelling and big data analytics in smart service sales

Boldosova, Valeriia

doi:10.1016/j.indmarman.2019.12.004

Cited by 35 publications

(12 citation statements)

References 87 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…CRM software, sales force automation, e-commerce websites and extranets (Trainor et al, 2011) are among other digital technologies that are being exploited in B2B. Some of the key findings from prior studies imply that the use of big data analytics in storytelling enhance customer sensemaking of smart services and can increase smart service sales in the manufacturing sector (Boldosova, 2020). Further, in B2B markets, machine learning can be applied to understand what constitutes salespersons' effective communication in a digital interaction (Bharadwaj and Shipley, 2020).…”

Section: Block Chainmentioning

confidence: 99%

Exploring the role of relationship management and relationship quality in B2B: empirical insights and future research directions

Lasrado

Quach

Nyadzayo

2022

JBIM

View full text Add to dashboard Cite

Purpose In the past few decades, relationship management (RM) theory and RM strategies in business-to-business (B2B) contexts have evolved tremendously, driven by constant innovation. Hence, the purpose of this study is to understand the trends and evolution of RM and relationship quality (RQ) in B2B contexts and empirical insights on RM and RQ in B2B, which in turn would provide insights into trends and future research directions. Design/methodology/approach Grounded on the industrial marketing and purchasing group, this study adopts a critical systematic literature review to provide a comprehensive analysis of the past, current and future trends in empirical research insights of RM and RQ in B2B markets. Findings This study provides some novel insights into RM in B2B context by using a multidimensional approach to RM and RQ and analyzing prior marketing research from three perspectives: the evolution of RM and RQ in B2B context; prior empirical research; and practical business insights. Overall, these perspectives inform the development of an evolving side of RQ in B2B contexts, leading to some predictions regarding the future of RM in B2B markets. Practical implications The exploratory results of this study shed light on the key factors that drive RQ and the importance of RM in B2B markets in the digital age where customers still long for human interaction regardless of the prevalence of advanced technology. Originality/value In the wake of advanced technologies and particularly, B2B companies had to turn to virtual platforms and embrace digital transformation to establish and manage their customer relationships. Yet, managing relationships via digital channels has its own challenges for both B2B practitioners and scholars. This indicates that there is still a huge need for attuned RM strategies that align with the changing environments – mainly driven by technological advancement – in B2B markets.

show abstract

Section: Block Chainmentioning

confidence: 99%

Exploring the role of relationship management and relationship quality in B2B: empirical insights and future research directions

Lasrado

Quach

Nyadzayo

2022

JBIM

View full text Add to dashboard Cite

show abstract

“…Saat ini, storytelling telah digunakan sebagai pendekatan interdisipin dan multidisiplin. Storytelling telah digunakan penelitian dalam ilmu komuikasi (Jager, 2019), penggunaan storytelling dalam marketing (Mancuso & Stuth, 2014, Boldosova, 2020, untuk promosi kesehatan (Alber et al, 2020) dan dalam pembelajaran (Zivan, 2020). Storytelling juga telah digunakan dalam tourism marketing (Frost et al, 2020, Su et al, 2020, Chen et al, 2020.…”

Section: Pendahuluanunclassified

Tourists as storytellers of tourist destinations, case study of Rammang-Rammang Karst

Machmud

Hasyim

2022

J. Pariwisata Pesona.

View full text Add to dashboard Cite

Storytelling represents a story about a tourist destination. Travelers have stories about objects, and they become the Storyteller of the objects visited. This article aims to explore the use of travelers to the objects visited and how their knowledge becomes storytelling. The tourist destination that is object of study is the karst tourist destination Rammang-Rammang, a place in the Karst mountain cluster Maros-Pangkep Indonesia. This paper will use narration theory as a communication system for creating stories against an object. The results of this study showed that elements are forming the stories Rammang-Rammang as the attraction of ecotourism, namely living culture Rammang-Rammang, mangrove trees, Nipah palm, rivers, boats, karst, caves, Empang and house Traditional Bugis. Tourists can tell stories (myths) from the elements of the stories. Tourists as storytellers against Rammang-Rammang Ecotourism as a media promotion of tourism. Tourists, as the storyteller promotes objects visited.

show abstract

“…Big data analytics allows companies to learn about consumer preferences, attitudes and reactions from customers' word of mouth about products or services (Boldosova, 2020). Moreover, big data analytics helps companies optimize internal processes and develop innovative products and services.…”

Section: Literature Reviewmentioning

confidence: 99%

Impact of COVID-19 pandemic upon fashion consumer behavior: focus on mass and luxury products

Pang

Kim

et al. 2021

APJML

View full text Add to dashboard Cite

PurposeThe COVID-19 pandemic has caused a decline in overall consumption, but luxury sales within offline department stores rose significantly. This study identifies changes in the market environment variable (i.e. pandemics) and their impact on clothing consumption behavior. Moreover, it examines consumer behavior characteristics and provides implications for future fashion marketing and merchandising strategies.Design/methodology/approachThis study analyzed post-pandemic consumption trends by obtaining luxury brand sales data from the Korea National Statistical Office and department stores. Moreover, it investigated luxury consumption fluctuation after the pandemic and statistically analyzed the characteristics of luxury consumers by customer level (CL) that affected sales.FindingsThe results of the study showed that offline (online) clothing consumption at mass markets has decreased (increased) since the pandemic, whereas sales of luxury fashion brands at offline department stores have grown. Moreover, the in-depth analysis showed a significant sales decline (increase) for clothing-centered (leather-centered) luxury brands.Practical implicationsIf such a trend in luxury brand consumption continues, current polarization is expected to be maintained. Therefore, the study’s findings can be used as basic data in strengthening luxury brands and planning products.Originality/valueThis is the first work to undertake a comparative study of fashion consumer behavior, before and after the pandemic, involving the mass and luxury markets in South Korea.

show abstract

Telling stories that sell: The role of storytelling and big data analytics in smart service sales

Cited by 35 publications

References 87 publications

Exploring the role of relationship management and relationship quality in B2B: empirical insights and future research directions

Exploring the role of relationship management and relationship quality in B2B: empirical insights and future research directions

Tourists as storytellers of tourist destinations, case study of Rammang-Rammang Karst

Impact of COVID-19 pandemic upon fashion consumer behavior: focus on mass and luxury products

Contact Info

Product

Resources

About