Future strategic value, however, will be largely derived from collaborative intelligence and applications of intelligent digital content. Until recently, digital marketing strategy has focused on information control and the advantages of computing technology. This study advances new marketing management competencies to meet the challenges of an evolving digital market.
#Campus market labs kenan flagler intranet professional
Consumers’ professional ability plays a partial role in moderating the influence of eWOM information structure on user perception.ĭigital markets demand new marketing management competencies. Among them, the eWOM information of diversified form, composite type, and hybrid type structure has a higher effect on perception credibility and usefulness than the eWOM information of single form, one-way type, and single type structure. The empirical results reveal that eWOM information structures influence generation Z consumers’ purchase intentions through user perception. A total of 815 valid questionnaires were collected for empirical test through a 2*2*2 between-subject situational experiment. Based on information adoption model (IAM) and information transmission theory, the paper established the influence mechanism model of eWOM information structures on generation Z consumers’ purchase intentions. The influence of different forms of electronic word of mouth (eWOM) on the consumption decisions of generation Z consumers is quite different. Generation Z consumers are characterized by social networking and instant decision-making.
Given this, marketing managers are advised to subject insights from visual representations to more formal analysis. Although visual representations are likely to improve marketing manager efficiency, offer new insights, and increase customer satisfaction and loyalty, they may also bias decisions by focusing attention on a limited set of alternatives, increasing the salience and evaluability of less diagnostic information, and encouraging inaccurate comparisons. From this framework, the authors derive a set of testable propositions that serve as an agenda for further research. This article presents a framework for thinking about how visual representations are likely to affect the decision processes or tasks that marketing managers and consumers commonly face, particularly those that involve the analysis or synthesis of substantial amounts of data. A large number of visualization tools have been created to help decision makers understand increasingly rich databases of product, customer, sales force, and other types of marketing information.
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