Andrew J. Rohm

Just what the doctor ordered: The role of information sensitivity and trust in reducing medical information privacy concern

This paper examines consumer concern regarding the collection and use of personal medical information. The authors investigate consumer concern in the context of information sensitivity and consumer trust in the organization involved in the collection and/or use of personal information. Data from a national survey suggest that consumers are most concerned with the collection and use of personal medical information, such as medical history or medical records. The data also indicate that consumers are less concerned with certain retail organizations involved in healthcare delivery (i.e., drug stores and grocery stores) using personal information in their marketing efforts, as compared with other organizations such as insurance firms, employers, and political organizations.

Factors influencing Chinese youth consumers' acceptance of mobile marketing

Purpose – The purpose of this paper is to examine factors affecting consumers acceptance of mobile marketing in China.Design/methodology/approach – The authors draw on technology acceptance and uses and gratifications theories to develop a conceptual model of antecedent factors (including risk acceptance related to the mobile platform and personal attachment related to mobile devices) and marketing‐related and value‐based mobile activity related to the acceptance of mobile marketing practice. The conceptual model is tested using data collected among Chinese youth consumers.Findings – The results confirm the importance of risk acceptance and personal attachment in influencing mobile marketing acceptance, and support the “priming” effect of regular mobile phone usage on orienting consumers toward accepting mobile marketing initiatives.Research limitations/implications – The study is limited to a specific sample of youth consumers in China. The findings illustrate the role of antecedent factors – including ...

A mixed-method approach to examining brand-consumer interactions driven by social media

Purpose – Online social media are dramatically changing the ways in which firms and their consumers interact. The purpose of this paper is to analyze the role of social media platforms such as Facebook and Twitter among younger consumers (“digital natives”) in their interactions with brands. To investigate this, the authors conduct a mixed-method study including latent class analysis (LCA) to examine the role of social media among younger consumers (referred to as “digital natives”) in their interactions with brands. Design/methodology/approach – A mixed-method approach including both qualitative analysis and LCA was used to analyze daily interactions between consumers and specific brands across two primary social media platforms (Facebook and Twitter). Data were collected by means of a social media platforms (Facebook and Twitter). Data were collected by means of a social media diary collected over a one-week period. Findings – The findings from this study suggest that brand-consumer interactions driven ...

The use of online marketplaces for competitive advantage: a Latin American perspective

The promise of B2B e‐commerce had led to an explosion in the number of e‐marketplaces as firms adopted a “launch and learn” strategy. However a cash crisis and continuing losses led to tremendous consolidation in these marketplaces. This scenario was mirrored in Latin America too. With the growing importance of B2B e‐commerce worldwide, Latin American firms cannot ignore the competitive advantages that accrue by employing the Internet into their strategies. This paper presents a variety of decision models that small and medium enterprises can employ to integrate the Internet into their business decisions and thereby remain competitive.

Hashtags and handshakes: consumer motives and platform use in brand-consumer interactions

Purpose – The current increase in social media activity related to brand–consumer interactions is progressively influencing the manner in which brands and their customers communicate. Whereas this attention to social media is warranted, researchers and brand managers must also recognize that consumers connect and engage with brands across other communication platforms as well. Accordingly, this study aims to examine brand–consumer interactions taking place across social, online and physical platforms, as well as consumer motives for initiating these brand interactions across various platforms. Design/methodology/approach – A mixed-method approach integrating quantitative and qualitative data was used. We administered a written diary to 102 individuals over a two-month period, in which study participants recorded their motivations and platform use in their interactions with a brand. We evaluated latent-class mixture models for complex data and multi-level latent-class mixture models to identify classes of ...

Time for a Marketing Curriculum Overhaul: Developing a Digital-First Approach

Academic programs and educators face numerous challenges related to teaching digital marketing. Today, the world of marketing is digital and marketing programs have struggled to maintain pace with the changes influencing marketing practice. The authors describe the M-School program at Loyola Marymount University, a program developed to address this challenge by placing digital marketing at the center of the curriculum. Through experiential learning and project-based learning, M-School courses expose students to real-life challenges involving ways in which companies and organizations generate consumer awareness, demand, and value given the significant digital shifts taking place in technology and consumer behavior. The authors highlight the creation of a digital-first curriculum that is aligned with industry practice and helps students develop the skills needed to become future proof and real-world ready. Quantitative and qualitative assessment over a three-year period points to the success of the M-School program in preparing students for careers in marketing. Lessons for the development of marketing curricula include the role of new course development, the need to integrate digital within existing courses, the role of a project-based learning approach with measurable outcomes, and the potential for designing transdisciplinary courses to foster students’ creative, critical thinking, communication, and collaborative skills.

Using Social Media to Create Customer Value Through Immersive and Satisfying Interactions: An Abstract

This research examines the effects of social media brand-consumer interactions on three types of customer value: customer lifetime value (CLV), customer influence value (CIV), and customer knowledge value (CKV). By examining the differential effects of consumers’ satisfaction and immersion with social media brand interactions on CLV, CIV, and CKV, the authors identify conditions under which interaction satisfaction and interaction immersion create value for brands. Results suggest that whereas interaction satisfaction positively influences both CLV and CIV, interaction immersion impacts both CIV and CKV. The authors identify social media strategies for brands related to interaction satisfaction and immersion that are based on the three types of customer value studied. The findings reported offer important managerial and theoretical implications with respect to the effects of discrete social media interactions on customer value creation.

Impact of message design on banner advertising involvement and effectiveness: An empirical investigation

Abstract Following past research examining online advertising design and effectiveness, this research studies the impact of variations in the design of online banner advertisements on advertising involvement and effectiveness. Advertisement involvement and effectiveness are measured as response to changes in message design and are determined by the number of clicks on the banner ad (involvement) as well as the click-through rate, or CTR (effectiveness). The latter is the ratio of ad clicks to its total impressions. Related to the message design, the type (static or dynamic), size (pixel ratios), and the format of a banner advertisement are studied employing behavioral response data from a single apparel retailer. Results suggest that the type of banner advertisement significantly influences advertising involvement and effectiveness. Results also suggest that banner ad size in terms of pixel ratios significantly increases advertising involvement through total number of clicks but does not affect effectiveness through CTR. Our findings also identify and empirically validate the important role of the Golden Ratio in banner ad message design and its effectiveness.