Candice R. Hollenbeck

Anti‐brand communities, negotiation of brand meaning, and the learning process: The case of Wal‐Mart

In this article, we employ a case‐study method to investigate the learning processes used to negotiate brand meaning within an anti‐brand community. The negotiation of brand meaning is a social process where community members engage in brand‐related discourses, interpretations, and sense‐making. Situated within new social movement theory, we investigate the anti‐Wal‐Mart community. Our study identifies three learning processes that are fundamental to social movement formation and mobilization: (1) counterfactual thinking, (2) discursive storytelling, and (3) noncompulsory observation. We conclude the article with a discussion of our findings and offer suggestions for future research.

Distance Learning Trends and Benchmarks: Lessons from an Online MBA Program

For a variety of reasons, distance learning (DL) is an attractive option in higher education. Drawing upon six years of experience with a customized M.B.A. program, we identify trends, factors for success, and potential advantages and disadvantages associated with distance learning. We develop a three-step process for implementing and evaluating a customized DL program, with an emphasis on teaching Marketing courses. Then, we make some predictions regarding distance learning in higher education and suggest appeals to be used when marketing such a program.

Enhancing Student Learning in Marketing Courses An Exploration of Fundamental Principles for Website Platforms

The design of a course has potential to help marketing students achieve their learning objectives. Marketing courses are increasingly turning to technology to facilitate teaching and learning, and pedagogical tools such as Blackboard, WebCT, and e-Learning Commons are essential to the design of a course. Here, the authors investigate the research discussing the sources of satisfaction in web design and apply these concepts to website platforms used in traditional classes. The purpose of the study is to enhance student learning by identifying fundamental principles to be used when designing website platforms. Our study includes in-depth interviews with graduate and undergraduate students. Among both student groups, our analysis reveals five fundamental pedagogical principles for enhancing student learning through the use of technology: (a) student-to-student connectivity, (b) instructor-to-student interactivity, (c) goal efficiency, (d) quality content, and (e) student appeal. The authors discuss the importance of the presence of the five pedagogical principles and offer useful implications for marketing faculty and suggestions for future research.

Are contextual advertisements effective

The internet environment has changed the format of internet advertising. One emerging form of online marketing communication is ‘contextual advertising’, in which marketers strive to develop customised images or texts more relevant to customers based on the content of web pages. This study investigates the effectiveness of internet contextual ads. In particular, we examine the effect of internet contextual ads on brand memory (i.e. recall and recognition) and attitudes towards the advertisement and/or brand using the theory of priming effect. We find that the complexity of banner ads moderates the relationship between a contextual advertisement and its effectiveness, and generates two distinct priming effects (i.e. assimilation and contrast effects). The results demonstrate that the internet contextual advertisement enhances brand recognition and induces favourable attitudes towards the ad. In addition, consumers have higher recall rates and attitudes towards the brand when they are exposed to a less complex contextual advertisement or when they are exposed to a complex, non-contextual advertisement.

E-Collaborative Networks: A Case Study on the New Role of the Sales Force

Internet-based developments are generating opportunities for enhancing business-to-business operations. One approach involves the adoption of e-collaborative networks, which have the potential to strengthen communications between the members of a value-chain network. An effective communication interface within the value chain is central to the client’s productivity, and the sales force plays an important role in facilitating this process. Here, we examine an e-collaborative network built and sustained by one global, U.S.-based technology firm. Using an extended case study method, we identify software capabilities that influence e-collaboration and discuss the mediating role of the sales team: (1) monitoring communal involvement, (2) identifying prospective e-collaborative firms, (3) inspiring a cooperative environment, and (4) fostering a sense of trust. We offer performance metrics and suggest implications for the sales force.

The value of social presence in mobile communications

Texting via mobile devices is used as a primary means for day-to-day communications among an increasing number of consumers and, as a result of this trend, more companies are engaging with consumers and addressing service complaints using social media platforms, such as Facebook. This study addresses the use of two-way mobile texting via Facebook to resolve service complaints with applications from social presence theory. Research shows that marketers’ warm emotions are important in addressing service complaints, yet prior works mainly focus on the significance of human warmth in face-to-face contexts. Therefore, this study uses an experimental design to investigate the value of social presence in mobile texting as a means for providing service recovery. In triangulating the data, we use focus groups in confirmatory analysis. The findings show that social presence cues add human warmth to text messages with respect to two-way communication perceptions, control perceptions, responsiveness perceptions, satisfaction, attitudes, and repurchase intentions. The article concludes with a discussion of the importance of social presence cues in improving customers’ experiences and overall satisfaction.

Alleviating Survivor Loneliness: The Value of Expressive Gift Systems in Peer-to-Peer Online Patient Survivor Networks

Abstract Purpose The health industry is rapidly adopting digital services and face-to-face offerings are being replaced by e-services. One example is peer-to-peer survivor networks for cancer patients. This study investigates the virtual exchanges in survivor networks and whether these exchanges are valued for economic, symbolic, or expressive worth. The research seeks to address whether the alleviation of loneliness is possible. Methodology/approach The qualitative work in this study utilizes netnographic explorations and in-depth interviews with cancer survivors, average age 62, to investigate the social exchange continuum in peer-to-peer online patient survivor networks. Findings This study shows that technological innovations can aid survivorship when the exchanges are meaningful. Meaningful interactions within gift systems are valued for expressive worth and are established upon the notion of selfless gifts where the giver expects nothing in return. For networks to operate via expressiveness, informants must be open and vulnerable to others. Findings show that biographical narratives are useful tools for creating an expressive environment and givers become more giving after engaging in selfless acts. The intangibility and immaterial nature of virtual gifts creates a collective identity and fosters an aggregate extended self. Social implications Implications emphasize the need among survivors of trauma to connect with others. Digital technologies allow connections on a global scale, so survivors can find others with similar needs. Peer-to-peer networks provide a way for survivors to meet, interact with, and extend their aggregate selves through other survivors, while experiencing a transcendent sense that they are part of something bigger than self alone.

Managing Interactive Communications with Customers: The Effects of Social Presence Cues, Personalization, the Speed of Feedback and Situation

Utilizing online communication channels is important for firms as they strive to manage customer relationships. Using media richness theory, we examine the factors of effective communication that are related to information cues, personalization, and speed in two different situations. This paper offers eight propositions to stimulate future research on emerging channels.

Generating Intrinsic Customer Value: Examples from Wal-Mart

For a variety of reasons, Wal-Mart is a transnational brand which has, at the same time, many fans and many detractors. Despite considerable criticism and opposition, the firm is accelerating in growth and retains a strong customer base. One reason for this growth and loyalty is that Wal-Mart generates intrinsic value through its brand name and brand community. Here, we highlight the latter method Wal-Mart uses to manage its brand and create value propositions by building loyalty among local community members. We provide a practical example of a special branding strategy that can be used by firms seeking innovative ways to create customer (and stakeholder) value.