Understanding consumers’ social networking site usage

Gironda, John T.; Korgaonkar, Pradeep K.

doi:10.1080/0267257x.2013.851106

Cited by 71 publications

(61 citation statements)

References 29 publications

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“…This was based on the dimensions of each construct extracted from the focus group discussions and is also consistent with prior research on water conservation behaviour (e.g., Lam, 1999). The use of single item and shortened scales follows a growing trend in marketing research and TPB studies to use more parsimonious scales (e.g., Drolet & Morrison, 2001;Gironda & Korgaonkar, 2014), which can perform just as well as longer scales (Bergkvist & Rossiter, 2007;Rossiter, 2002), and which are particularly important for research involving commercial partners. Although the conventional approach in marketing science is to use multiple items, the use of single item and shorter measures has been advocated for ethical reasons and is common within similar large scale social surveys (Eisinga, Grotenhuis, & Pelzer, 2013), to reduce participant burden and fatigue, which can lead to lowerquality responses and reduced response rates.…”

Section: Measurementmentioning

confidence: 62%

Reducing household water consumption: a social marketing approach

Lowe

Lynch

Lowe

2014

Journal of Marketing Management

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There is increasing pressure for society to move towards more sustainable use of its resources, and calls in the literature have been made to reassess marketing's role in achieving such goals.This research examines how key behavioural factors influence household water use, in the context of a social marketing programme to reduce household water consumption. A model of the key drivers of household water consumption is developed and tested using a sample of 909 households in a regional city in Australia. The findings from this study support the model developed and show that in the absence of price as a rationing mechanism, the social marketing programme significantly reduces household water consumption. This is the first study to develop a comprehensive and empirically tested model of the nonAprice drivers of household water consumption, within the context of a social marketing intervention. The findings make a contribution to the field of consumer behaviour and social marketing by illustrating key behavioural drivers of water consumption.Consequently the study also shows how marketers can assist in preserving essential goods and services such as water.

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Section: Measurementmentioning

confidence: 62%

Reducing household water consumption: a social marketing approach

Lowe

Lynch

Lowe

2014

Journal of Marketing Management

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Section: The Approach Undertaken and The Delineation Of The Digital Jmentioning

confidence: 99%

“…The realization of the roles and types of relationships within online communities and other social networks is still work in progress for many firms, large and small (Gironda and Korgaonkar 2014;Marzocchi et al 2013). Businesses may find a period of reflection valuable to reconsider their use and strategic engagement with digitalized marketing, and -rather like a traveller -write a postcard home, possibly in the form of a strategic audit about the journey thus far.…”

Section: Stage C: Travelling Companions and Communitiesmentioning

confidence: 99%

“…The recent paper by Palmer et al (2014) explains how consumers can now gang-up online to disrupt marketing strategies. Gironda and Korgaonkar (2014) describe the extent to which social networking sites have fundamentally altered consumers' behaviours, while Campbell et al (2014) focus on how not all consumers behave the same on social media, but that marketers have been slow to appreciate that segments exist in terms of these behaviours.…”

Section: Stage D: Reflections and A Postcard Homementioning

confidence: 99%

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The Digital Journey: Reflected Learnings and Emerging Challenges

Quinton

Simkin

2016

Int J Management Reviews

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This paper identifies and examines the four stages of marketing's digitalization journey to date and the points of interest along the way. The metaphor of a journey provides a narrative through which to understand the complex changes that are occurring within the digitalization of marketing. The digital journey has no final destination yet, but it is possible to identify an origin and chart its route thus far. In reflecting on this journey, insights emerge, which pose ongoing challenges for businesses and for the marketing discipline. The digitalization of marketing provides new options for routes to markets, communication, brand building, relationship development, trialling pricing, product development, sourcing insights, as well as a platform for innovation. But, only if businesses embark on this journey, and then keep up with the pace once en route. The implications for business stemming from marketing's digital journey are detailed along with avenues for future research, to develop further understanding of digitalization. The theoretical contributions made by this paper include both a novel mapping of the complex trajectory of marketing's digitalization through a visualization and an articulation of the main four gaps in current research and practice knowledge within marketing. The gaps include the need for a strategic view, the issue of technical silos, the changing conceptions of time, and the tension between empowered consumers and their reliance on pre‐filtered information. This paper provides a critical appraisal of the digital journey so far, resulting in a distilled conceptualization and route map, which should help guide future researchers.

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“…Gironda & Korgaonkar, 2014;Muk & Chung, 2014) consumergenerated brand content across Facebook, YouTube and Twitter channels (Smith, Fischer, & Chen, 2012), and retweet behavior (Kim, Sung, & Kang, 2014). With the advance of mobile phones, some studies examine the use of mobile phone social media such as brand QR codes (Okazaki, Li, & Hirose, 2012) and shopping apps (Cameron, Gregory, & Battaglia, 2012;Kim, Lin, & Sung, 2013).…”

Section: Social Media and The Marketing Environmentmentioning

confidence: 97%