Titlebook: Marketing Opportunities and Challenges in a Changing Global Marketplace; Proceedings of the 2 Shuang Wu,Felipe Pantoja,Nina Krey Conference

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2363-6165 ent, fast-changing landscape of the global marketplace.FocusThis proceedings volume explores marketing opportunities and challenges that exist in the current, fast-changing landscape of the global marketplace. Current global issues such as the rising middle class in emerging markets, disruptive tech

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Exploring Customer Engagement and Sharing Behavior in Social Media Brand Communities: Curvilinear Eit to the beneficial effect of CE. However, we consider two moderators that may influence the nonlinear relationship between CE and sharing behaviours which show that these moderating effects vary across countries. Within the US context (OBC in Facebook social media platform), the results show that

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Between a Banker and a Barbie: The Illusions of Social Media: An Abstract,unicate their views around their digital identities which might be difficult to articulate in words (Theron et al. 2011)..In line with the past studies (Linn et al. 2017; Woodley and Silversti 2013) there were major discrepancies between students’ digital identities and their future career aspiratio

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A Longitudinal Review of Models in Marketing Research: An Abstract,hodological terms, conceptual and survey research exhibit a declining trend whereas experimental and observational research is increasing. This study looks at changes in the adoption of model types. Our findings reveal that researchers have been using simple linear models less with the ratio of line

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What would we Hear if we Really Listened? Using I-poems in Qualitative Marketing Research: An Abstr knowing (Debold 1990). In I-poems, the collection of personal pronouns and the verbs/actions that go with them are presented in a format similar to that of a contemporary poem. I-poems have been recognised as an emergent method in social research (Hesse-Biber and Leavy 2006), and although the metho

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Effects of Environmental and Social Sustainability Perceptions on Willingness to Co-Create from ConCova 2015; Schau et al. 2009). In this connection, the co-creation process here is understood as a means to emphasize the social and ethical aspects, with consumers embracing the need to fulfil a social and ethical function in society. It means that consumers are increasingly seeking solutions to th

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Decision-Making and Interruptions: An Abstract,pective. Consequently, we test whether unconscious thinking can increase the quality of a decision from a subjective point of view. Accordingly, we investigate whether an interruption in the decision-making process can increase decision satisfaction and also affect more behavioral outcomes like will

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Excitement or Fear? The Effect of a Personalized In-Store Experience on Consumers: An Abstract,ed and conducted by technology is an unexplored phenomenon..As research points out that shopper-facing in-store technology should answer to actual consumers’ expectations and preferences (Pantano and Viassone 2014), this paper aims to elicit implication-relevant consumer concerns and expectations re