Juran Kim

Evaluation of Internet Advertising Research: A Bibliometric Analysis of Citations from Key Sources

How has scholarly research shaped the Internet advertising field since the mid 1990s? This study addresses that broad question with a bibliometric analysis of academic literature on Internet advertising. By examining most-cited authors and papers, as well as co-citation patterns, a general picture of the field can be drawn. This analysis sets a baseline that will enable future scholars to see where the field of Internet advertising research began and trace its shift over time.

Motivators for the intention to use mobile TV

This research tests the effects of gender on attitude and intention to use mobile TV. Gender is frequently identified as a key moderating variable in consumers’ behaviour and in the usage of media. Studying the case of mobile TV in the early stage of Korean digital multimedia broadcasting (DMB) development is important because Korea is the first market where mobile TV is commercially available. The findings can provide useful implications not only for theory in the adoption of new media but also for marketing practitioners in countries that are rolling out mobile TV. Five motivation factors – entertainment, social interaction, permanent access, pass time and fashion/status – were drawn from uses and gratifications theory to test their relationship with attitude and intention to use mobile TV. For the purposes of the study, a total of 256 undergraduate students in South Korea participated in the survey. Overall, uses and gratifications theory is found to be a valid approach to explain people’s attitude and intention to use a mobile TV. Regarding gender effects, the results indicate that motivation for fashion/status is most important for males, while social interaction has the highest impact on female attitude and intention. Theoretical and practical implications are offered; they suggest that the advertising concept needs to be targeted by consumers’ gender.

A Multifaceted Tool for a Complex Phenomenon: Coding Web‐Based Interactivity as Technologies for Interaction Evolve

Analysis of interactivity in Web sites is an important extension of a long tradition of analyzing content of media messages. But both interactivity and online analysis of content and features offer unique challenges to researchers. This study develops and tests a tool for measuring interactivity in the context of health-related Web sites. The tool was flexible enough to distinguish among multiple types of interactivity and powerful enough to show differences in interactivity based on domain type. Thus, it should have a relatively long life as a multifaceted tool for the tough job of measuring interactivity online.

Strategies for the Super Bowl of Advertising: An Analysis of How the Web is Integrated into Campaigns

ABSTRACT Advertisers spend millions of dollars on Super Bowl advertising. Are those ads part of larger campaigns? Specifically is the Web integrated with Super Bowl advertising? This study examined overall strategy (transformational vs. informational), message strategy (what to say), and creative strategy (how to say it) of the 2003 Super Bowl ads and related Web sites. Television commercials used transformational strategies more than did Web sites. Message strategies were more consistent across media than were creative strategies. Thus, campaigns may be integrated in “what to say” even when the “how to say it” seems different. Some unexpected relationships were found between message and creative strategies but these findings highlight the need to tailor messages to technological capabilities of media.

Measures of perceived sustainability

Sustainable marketing, as noted by numerous academics and practitioners, refers to a form of marketing that makes a net positive contribution to society in terms of environmental, social and economic developments. Firms’ interest in sustainability as an aspect of business performance other than financial goals has steadily increased. Various factors (including societal mandates incorporated into regulations, concern about loss of sales and a potential decline in corporate reputation) pressure companies into implementing proper sustainability management. The purpose of this study is to clarify measures of perceived sustainability (MPS) from a marketing perspective, to analyze the effects of perceived sustainability on customer equity and to develop theoretical frameworks and implications that will allow sustainable marketing concepts to be globally competitive. The MPS scales identified in this study enable researchers to examine relationships between perceptions of sustainability and other key customer equity drivers, such as value equity, brand equity and relationship equity. Among other reasons, this may cause practitioners to value MPS. By understanding perceived sustainability, practitioners can develop economic, social and environmental performances that effectively utilize sustainability. The MPS scales offer researchers a tool for measuring perceived sustainability that is consistent with the literature on sustainability, while recognizing the reality that sustainability is a multidimensional construct. The rigor reflected in the multiple methods for generating scale items as well as the multiple stages in the scale development process results in a scale that should be useful to both researchers and practitioners.

Sustainability in social brand communities: influences on customer equity

This study addresses how social brand communities generate sustainable customer equity by enhancing perceived quality. The study shows that social brand community experiences affect attitude both toward the brand community and toward the brand and purchase intentions. In contrast to online communities, socially embedded brand communities allow their members to perceive multiple social identities with the brand community, the brand, the company and the social network. The study illuminates similarities and differences between social brand communities and online brand communities. The concept of customer equity is critical for sustaining relationships between social brand community experiences, perceived quality and customer equity. Implications for marketing academics and practitioners are discussed.

Effects of mobile direct experience on perceived interactivity and attitude toward smartphone applications

This study examines the effects of mobile direct experience on perceived interactivity, attitude toward smartphone applications, and purchase intention. Specifically, the study explains mobile direct experience and examines the relationships between direct experience and perceived interactivity, attitude toward smartphone applications, and purchase intention. Moreover, the study employs an experiment to examine key questions about the effects of direct experience among smartphone applications users. The results present the integrative framework of the roles of direct experience in the smartphone application context.

Sustainable Marketing in Asia and the World

This special issue of the Journal of Global Scholars of Marketing Science, “Sustainable Marketing in Asia and the World”, features four articles selected from papers presented at the Global Marketing Conference held on 15–18 July 2014 in Singapore. The articles in this special issue discuss recent issues in sustainable marketing theory, research and practice in Asia and the world. Special issue topics incorporate environmental, social and economic sustainability developments.

The roles of cause involvement and cause acts in a social marketing campaign

Social marketing has received considerable attention of late, and has expanded to include a marketing strategy with a social dimension. The purpose of this study is to analyze the critical role of cause involvement and the effects of cause acts, cause fit, and cause orientations on consumers’ attitude, purchase intention, and participation intention. In particular, social marketing campaign strategies demonstrate different ways in which organizations are attached to the community. In the view of community attachment, cause acts include “act local” and “act global.” The current experimental study was designed to investigate the central questions concerning a social marketing campaign and to develop theoretical frameworks and implications of cause-involvement and cause-act effects on social marketing from global and local perspectives. This study offers a step forward in clarifying the moderating role of cause involvement and how consumers perceive social marketing campaigns to be affected by cause acts, cause fit, and cause orientations, illustrating the vital role of individual difference factors in such campaigns.

It Doesn't Taste the same from Someone Else's Plate: The Influence of Culture in Interpersonal Retail Service Evaluations

Abstract This study reviews the influence of culture in interpersonal servicescapes by examining the restaurant retail setting. Two cultures (Canada and France) are surveyed in order to better understand their retail expectations towards interpersonal servicescapes. Using Hofstedes (1991) cultural dimensions to explain some of the differences between Canadian and French restaurant patrons, this study demonstrates a potentially interesting research avenue in the field of cross-cultural interpersonal services marketing. It demonstrates that cultural dimensions do not operate independently but interdependently. Understanding this can help retailers better explain complex service interactions between countries that may appear similar in terms of various socio-demographic features. In this exploratory research, a measure via exploratory factor analysis was developed, one that encompasses both the physical and service aspects common to interpersonal servicescape by using personality traits. This measure was tested in order to better understand the service expectations between two cultures, Canada and France. Five dimensional structures were uncovered in both cultures but with different traits and groupings. The differences between the traits uncovered and the overall Canadian and French personality structures find some explanation using Hofstedes (1991) cultural dimensions. The results of this survey point to a possible explanation as to why when services are transferred between cultures, the perceptions of them can be different and sometimes even lead to service failure. There are clearly some cultural differences between the Canadian and French consumers and their overall expectations regarding their consumption experience. Reviewing the first factor of the French and Canadian personality structures shows that the individualist/collectivist differences are apparent between the Canadian and the French cultures. The second dimension also has quite a few traits in common, five, all of which have the personal treatment aspect of the restaurant experience that a service provider would be responsible for: polite, respectful, and dedicated. Notable is that the French dimension does not include the authenticity or the hospitable aspect of the experience but includes even more features that are inherent to the personal interaction, such as charming and courteous. The third dimension of the Canadian and French structures reflects completely different expectations. Whereas the French dimension centers around energy and enthusiasm, the Canadian version is more laid-back and relaxed. There is extroversion in the French dimension to introversion in the Canadian dimension. This could be explained by differences on the Uncertainty Avoidance dimension as outlined by Hofstede (1991). The fourth dimension seems to confirm previously outlined cultural differences. Whereas Canadians, being a bit lower on uncertainty avoidance and power distance, prefer an intimate and private experience, the French continue to expect extraversion and inclusive features to their experience. The fifth dimension is in the French personality structure a clear expression of the high power distance society, where the roles of the players in the restaurant experience are clearly defined and the rules of engagement preserved. This study demonstrates that different cultures clearly do relate to different expectations regarding interpersonal services. This is apparent in the dimensions that come up in both the French and the Canadian personality structures, not only in terms of how different they are but also in with which cultural dimensions these can be explained. For interpersonal servicescapes, the use of personality traits is interesting as it allows for both physical and service features to be accounted for. Furthermore, the social component inherent to interpersonal servicescapes surfaces in most of the dimensions of the service personality structures. The quality of social exchanges is extremely important, and this even more so in cross-cultural situations, where the expectations regarding the service experience may vary. As demonstrated by this research and using Hofstedes (1991) paradigm, not all societies will have the same expectations pertaining to the interpersonal services. Furthermore, the traditions surrounding the type of service can also have an impact on the service evaluations and differ between countries and cultures. However, using personality traits may also allow for retailers to see which service traits are common to two or more cultures where they seek to be present, and focus on these in the offering. The findings demonstrate the importance of the individualist and collectivist dimension for interpersonal servicescapes. This difference between the French and the Canadian personality structure is apparent in the most dominant dimension as well as within others, The findings are a step in explaining how retailers can transfer and then measure interpersonal services across cultures.