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Conceptualizing the value of Web content in marketing research
This paper's literature review and discussion point out that content analysis using Web data can now be carried out with significant advantages such as greater accuracy, timeliness, and lower cost compared to the offline alternative. This article is expected to provide a better understanding of the value of using Web data for content analysis by professional and academic marketing researchers, and more importantly, enables a more informed decision in choosing between offline and Web data.
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Critical social marketing: Definition, application and domain
The paper demonstrates the utility of a critical social marketing framework in real-world environments. Important considerations on who critical social marketers are and where the concept is located within marketing thought are addressed. The paper concludes by arguing that critical social marketing is a valid and established sub-set of marketing thought within its own right, and should henceforth be regarded as such.
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Measuring Internet product purchase risk
The purpose of this paper is to develop and validate a scale to reliably capture the variance of perceived risk towards purchasing on the Internet at the product level. A two-dimensional scale to measure Internet Product Purchase Risk (IPPR) was developed and tested in three studies. The IPPR scale was found to successfully capture the variance of evaluation judgment and Internet security risk. IPPR was also found to have a quadratic relationship with experience purchasing a product category from the Internet.
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How young, technical consumers assess online WOM credibility
The purpose of this paper is to attempt to shed light on consumer motivations for making and taking online recommendations, and how technically savvy consumers assess credibility online. Previous research in WOM has not specifically explored how technically savvy consumers assess the credibility of online information and how these consumers may help to identify future trends for online customer exchanges. This qualitative study fills this gap. Conceptual framework and managerial implications are discussed.
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Young adult perception of visible tattoos on a white-collar service provider
Although customers may interact with visibly tattooed employees, there has been very little research investigating customer perceptions of visibly tattooed workers. This paper aims to fill some of the gaps. The youthful sample considered visible tattoos on a tax service provider to be very inappropriate, and they held significantly less confidence in the ability of the tattooed versus non-tattooed employee. Satisfaction with the service (across three levels of outcome) was significantly lower in the tattooed employee scenario (as compared to the non-tattooed employee), and subjects were significantly less likely to recommend the tattooed service provider, even when service outcome was favorable.
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