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 |  موضوع: كتاب Managing Diversity, Innovation, and Infrastructure in Digital Business الجمعة 19 أبريل 2024, 2:49 am | |
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أخواني في الله
أحضرت لكم كتاب
Managing Diversity, Innovation, and Infrastructure in Digital Business
Nilanjan Ray
Adamas University, India
و المحتوى كما يلي :
Table of Contents
Preface .xiii
Acknowledgment xviii
Chapter 1
Firm’s.Competitive.Growth.in.the.Social.Media.Age 1
Nermeen Atef Ahmed Hegazy, Cairo University, Egypt
Chapter 2
Digital.Marketing.and.Service.Industry:.Digital.Marketing.in.the.Banking.
Industry .20
Ivana S. Domazet, Institute of Economic Sciences, Serbia
Sladjana Neogradi, Addiko Bank, Serbia
Chapter 3
Electronic.Word.of.Mouth.(eWOM).Strategies.to.Manage.Innovation.and.
Digital.Business.Model .41
Anshu Rani, REVA University, India
H. N. Shivaprasad, DVHIMSR, India
Chapter 4
E-WOM.as.a.New.Paradigm.in.the.Consumer.Decision-Making.Process .64
Esra Güven, Celal Bayar University, Turkey
Volkan Yakin, Abant Izzet Baysal University, Turkey
Chapter 5
Investigating.the.Factors.for.Predictive.Marketing.Implementation.in.
Algerian.Organizations .82
Soraya Sedkaoui, Djilali Bounaama University, Algeria & Montpellier
University, France & SRY Consulting, France
Chapter 6
Managerial.Perspectives.on.Willingness.to.Pay.for.Green.Marketing:.An.
Interpretative.Phenomenological.Analysis .116
Michael Sony, Namibia University of Science and Technology, Namibia
Chapter 7
Marketing.and.Technologies.Platforms.in.Smart.F-Store .139
José Duarte Santos, Polytechnic of Porto, Portugal
Fernando Luís Almeida, University of Porto, Portugal
Chapter 8
Value-Added.Crowdsourcing:.Digital.Catalysts.for.Creative.Contests 160
Nadia Steils, University of Lille, France
Salwa Hanine, Université Côte d’Azur, France
Chapter 9
The.Dynamics.of.Resistance.to.Brand.Switching.in.the.Smartphones
Industry .179
Dominic Appiah, Arden University, UK
Wilson Ozuem, University of Gloucestershire, UK
Compilation of References . 210
Related References 254
Index . 285Detailed Table of Contents
Preface .xiii
Acknowledgment xviii
Chapter 1
Firm’s.Competitive.Growth.in.the.Social.Media.Age 1
Nermeen Atef Ahmed Hegazy, Cairo University, Egypt
Social. media. has. changed. not. only. people’s. lives. but. also. business’s. life The.
internet.has.transformed.the.way.companies.do.their.business Most.companies.
create.an.entire.business.function.commonly.referred.to.e-business,.which.is.the.
use.of.internet.and.information.technology.in.a.company’s.operations Social.media.
is.not.only.a.communication.tool.for.entertainment It.is.also.an.important.part.of.
marketing.strategies.in.firm’s.business.life Therefore,.firms.can.use.social.media.as.
a.strategic.marketing.tool.to.help.firms.gain.a.competitive.advantage,.so.social.media.
and.social.media.marketing.are.gaining.importance.all.over.the.world,.especially.
from.marketers.and.researchers.in.order.to.understand.how.social.media.works.and.
to.understand.its.techniques.
Chapter 2
Digital.Marketing.and.Service.Industry:.Digital.Marketing.in.the.Banking.
Industry .20
Ivana S. Domazet, Institute of Economic Sciences, Serbia
Sladjana Neogradi, Addiko Bank, Serbia
The.aim.of.this.chapter.is.to.investigate.the.impact.of.the.implementation.of.digital.
sales.channels.on.improving.the.bank’s.business.performance.(i.e.,.improving.the.
market.position.of.the.bank) The.authors.look.at.different.types.of.sales.channels.
and. their. contribution. to. increasing. the. number. of. clients. in. the. bank,. and. in.
particular,.they.focus.on.the.advantages.of.the.Viber.Platform.in.reaching.more.
clients A.survey.on.digitalization.of.the.banking.sector.was.conducted,.that.is,.on.
the.integration.of.digital.communications.and.sales.channels,.that.bringins.with.it.
new.elements.and.possibilities.for.expanding.the.portfolio.of.bank.services,.and.
thus.new.opportunities.for.increasing.profits Based.on.the.results.of.the.survey,.it.
was.concluded.that.banks.use.digital.communications.to.improve.and.make.more.
effective. and. effictient. communication. with. clients,. while. trying. to. bring. them.
closer.to.the.offer With.this.approach,.banks.will.achieve.greater.satisfaction.and.
consequently.a.greater.loyalty.of.their.clients.
Chapter 3
Electronic.Word.of.Mouth.(eWOM).Strategies.to.Manage.Innovation.and.
Digital.Business.Model .41
Anshu Rani, REVA University, India
H. N. Shivaprasad, DVHIMSR, India
In.the.digital.age,.consumers.have.changed.their.roles.from.passive.receivers.of.
marketing.messages.to.active.information.suppliers.about.products.through.various.
digital. media The. communication. between. consumers. which. occurs. online. is.
termed. electronic. word. of. mouth. (eWOM). communication Electronic. word. of.
mouth. communication. is. an. integral. part. of. e-commerce With. the. exponential.
growth.of.internet.users.and.their.adoption.of.eWOM.for.product.information,.it.has.
become.important.to.study.the.factors.responsible.for.the.effectiveness.of.eWOM
This.chapter.investigates.the.traditional.WOM.and.eWOM.literature.to.explore.its.
status A.summary.of.eWOM.communication.has.been.presented.to.summarize.
prior.studies.of.eWOM.which.is.aligned.with.basic.communication.processes The.
research.papers.(literature).have.been.segregated.into.eight.categories:.WOM,.eWOM,.
eWOM.impact,.source.credibility,.message.characteristics,.receiver.characteristics,.
eWOM.platform,.and.response.after.eWOM.adoption Finally,.several.strategies.are.
discussed.for.theoretical.and.empirical.exploration.
Chapter 4
E-WOM.as.a.New.Paradigm.in.the.Consumer.Decision-Making.Process .64
Esra Güven, Celal Bayar University, Turkey
Volkan Yakin, Abant Izzet Baysal University, Turkey
Consumer-to-consumer. communications. in. online. environments. are. of. a. vital.
importance.to.the.consumer.decision-making.process This.process.consists.of.five.
phases,.each.affected.by.eWOM.communications.deeply.from.the.stimulation.to.the.
post-purchase.behavior Among.all.other.factors.having.an.impact.on.this.process,.
the.impact.of.eWOM.has.a.distinguished.role As.the.technology.grows.and.the.
consumers.use.internet.and.the.reviews.via.internet,.they.become.more.and.more.
attached.to.these.reviews.to.make.a.purchase.decision In.this.chapter,.the.authors.
make.a.comprehensive.explanation.about.the.consumer.decision-making.process.and.
explain.the.relationship.of.the.decision-making.phases.with.eWOM.communications.
Chapter 5
Investigating.the.Factors.for.Predictive.Marketing.Implementation.in.
Algerian.Organizations .82
Soraya Sedkaoui, Djilali Bounaama University, Algeria & Montpellier
University, France & SRY Consulting, France
This.chapter.examines.and.identifies.the.factors.that.influence.the.implementation.of.
predictive.marketing.in.Algeria.enterprises A.structured.questionnaire.was.used.to.
collect.data.from.30.respondents.comprised.of.CEOs.of.selected.enterprises Some.
analytical.methods.were.applied.to.analyze.the.data.and.evaluate.the.point.of.view.
of.the.enterprises.with.regard.to.the.adoption.and.implementation.of.predictive.
marketing.techniques The.major.findings.of.the.study.indicated.that.the.adoption.of.
predictive.marketing.requires.the.relevant.tools.and.software.to.extract.knowledge.
“data.mining.”.In.addition,.the.existence.of.start-up.(for.analytics).and.the.level.
of.development.of.e-commerce.and.digital.marketing.in.Algeria.will.undoubtedly.
encourage.the.use.of.these.techniques This.chapter.also.provides.some.suggestions.
for.further.research.
Chapter 6
Managerial.Perspectives.on.Willingness.to.Pay.for.Green.Marketing:.An.
Interpretative.Phenomenological.Analysis .116
Michael Sony, Namibia University of Science and Technology, Namibia
Green.marketing.meets.the.present.needs.of.the.consumer.and.business,.while.also.
preserving.or.enhancing.the.ability.of.the.future.generations.to.meet.their.needs
The.chapter.deals.with.customers’.willingness.to.pay.for.green.marketing.initiatives
The.chapter.explores.the.managerial.perspective.using.a.qualitative.inquiry.using.
interpretative.phenomenology.approach The.customers.are.willing.to.pay.for.green.
initiatives.provided.1).the.green.initiative.does.not.cost.a.lot.of.inconvenience,.2).hotel.
has.a.good.image,.3).customer.profile.environmental.consciousness.moderated.the.
relationship.between.the.customer.profile.and.willingness.to.pay Recommendations.
on.how.to.implement.the.green.strategy.in.hotels.are.discussed The.direction.of.
future.research.sections.important.research.areas.in.green.marketing.for.an.academic.
contribution.
Chapter 7
Marketing.and.Technologies.Platforms.in.Smart.F-Store .139
José Duarte Santos, Polytechnic of Porto, Portugal
Fernando Luís Almeida, University of Porto, Portugal
Social.networks,.originally.built.as.channels.for.personal.interaction,.are.being.used.
in.the.commercial.market.as.a.support.for.product.sales The.use.of.applications.
integrated.in.social.networks.appears.as.an.opportunity.to.explore.by.companies
Facestore.emerged.in.2013.as.the.first.e-commerce.solution.integrated.in.social.
networks,. allowing. the. creation. of. online. stores. within. Facebook,. without. the.
customer.having.to.leave.the.social.network.interface Operations.like.looking.into.
the.catalog,.choosing.the.product,.and.paying.the.transaction.is.carried.out.without.
the.customer.need.to.open.a.new.website The.use.of.Facestore.offers.direct.and.
indirect.benefits.on.the.different.areas.of.an.organization At.the.direct.level,.there.
are.changes.in.processes.in.terms.of.customer.service.and.marketing.and.sales
However,.its.use.also.potentiates.indirect.benefits.in.other.organizational.areas,.such.
as.operations,.finance,.administration.and.information.technologies.support,.human.
resources,.and.research.and.development.
Chapter 8
Value-Added.Crowdsourcing:.Digital.Catalysts.for.Creative.Contests 160
Nadia Steils, University of Lille, France
Salwa Hanine, Université Côte d’Azur, France
This.chapter.investigates.the.role.of.digital.tools.in.the.value.co-creation.process.of.
creative.contests Based.on.a.multidisciplinary.literature.and.a.discourse.analysis.
of.existing.creative.and.innovation.contests,.the.authors.identify.four.categories.of.
tools.that.affect.the.value.co-creation.process:.proactive.and.reactive,.trial-and-error,.
and.social.learning.tools A.synthesizing.framework.presents.how.the.integration.
of. these. tools. is. beneficial. to. the. exchange. of. resources. between. the. different.
stakeholders.of.creative.crowdsourcing The.authors.further.identify.practical.tools.
(i.e.,.instructive.and.promoting,.creativity.supporting,.collaborative,.and.evaluating.
tools),.which.intervene.in.the.three.phases.of.crowdsourcing.activities.(i.e.,.before,.
during,.and.after).
Chapter 9
The.Dynamics.of.Resistance.to.Brand.Switching.in.the.Smartphones
Industry .179
Dominic Appiah, Arden University, UK
Wilson Ozuem, University of Gloucestershire, UK
The.impact.of.identity.on.brand.loyalty.has.taken.precedence.as.an.area.of.focus.in.
recent.marketing.research This.has.taken.place.in.an.era.defined.by.technological.
revolution,.which.has.created.market.disruptions,.and.there.are.implications.for.
customer-brand.relationships Nonetheless,.existing.research.has.failed.to.acknowledge.
the.impact.of.socio-psychological.attributes.and.functional.utility.maximization
Knowledge.that.illuminates.how.firms.can.reposition.themselves.to.sustain.brand.
loyalty. when. disruptions. occur. in. today’s. complex. and. globalized. business.
environment.is.also.required This.study.will.present.an.empirical.investigation.
into.the.phenomenon.of.brand.switching.behavior.among.consumers.in.a.specific.
competitive.market,.the.smartphone.industry It.explores.how.resistance.could.be.built.
from.an.identity.theory.perspective,.as.emphasis.has.historically.been.placed.on.the.
functional.utility.of.products.at.the.expense.of.social.meanings This.study.provides.
consideration.for.market.disruptions.in.the.smartphone.industry.and.confirms.that.the.
literature.does.not.capture.other.non-utilitarian.factors.such.as.socio-psychological.
benefits,.hence.there.are.underlying.factors.that.motivate.consumers.to.continue.
buying.brands.they.buy.
Compilation of References . 210
Related References 254
Index . 285
Index
A
AMA 209
analytics 53, 82-93, 98, 103, 105, 110-111,
134, 149, 151
Asynchronous Javascript and XML
(AJAX) 158
B
banking 20, 22-23, 25-29, 32, 34-35, 40
big data 83-88, 90-92, 94, 98-102, 105,
110, 153, 158
brand 8, 19, 24, 26, 28, 30, 32-33, 44-46,
53, 56, 63, 66, 68-69, 71, 73-74, 76-
79, 123, 127, 129-130, 133-135, 140,
145, 152, 154, 164, 179-193, 209
brand loyalty 140, 145, 179-180, 185-188,
190, 193
brand switching 179-180, 188-191, 209
BSP 189, 209
business 1-2, 4, 6-11, 19-20, 23, 26-30,
34-35, 40-43, 45-46, 52-54, 56, 73,
84-85, 87-92, 96, 98, 105, 110-111,
116-119, 121, 123, 131, 134-135,
140-142, 145, 148-154, 158, 166,
179-180, 182, 188, 191
C
Cascade Style Sheets (CSS) 158
cognitive dissonance 69, 76, 81
competition 21, 25, 42, 67, 72, 89, 110,
119, 123, 163, 170, 172, 191
competitive advantage 1-2, 4, 9-11, 19, 23,
28, 35, 50, 85-86, 88, 98, 105, 118,
121, 123, 182, 185
consideration set 70, 75-77, 81
consumer decision making 66, 68, 79
consumer reviews 67, 75, 81
creative crowdsourcing 160-161, 163-165,
170, 174, 178
crowdsourcing 160-166, 168-170, 173-
174, 178
Customer Attributes 127, 130
Customer Relationship Management
(CRM) 110, 158
customer retention 63, 117, 140
D
data analysis 56, 92, 98, 110, 126
data mining 82, 85, 90, 92, 99-100, 102,
105, 110
decision-making process 1, 64-71, 74-78,
81, 142
digital communication 21, 28-29, 34, 40
digital tools 28, 160, 163, 170, 173-174,
178
E
e-business 1, 54, 89
e-commerce 41, 82-83, 87, 89-90, 99, 103,
105, 139-142, 145, 148, 154
electronic word of mouth communication
41-42
Enterprise Resource Planning (ERP) 158286
Index
environmental consciousness 116, 131-135
eWOM 41-46, 48-50, 52-56, 63-79, 81
eWOM adoption 41, 43, 46, 55-56, 63
eWOM message 43, 49-50, 53, 56, 63
eWOM strategies 43, 52, 56
F
Facebook 4, 11, 19, 22, 25-26, 30-31, 139-
140, 142, 144-154, 166, 171
Facestore 139, 147-152, 154
financial services 21, 23, 32, 34, 40, 121
G
green brand 127, 129-130, 133-134
green initiative 116, 135
green strategy 116, 134
H
hotel 46, 116, 119, 123-126, 128-131,
133-135
HTML 148, 158
I
identity theory 179-180, 191-192
Internet 1, 10-11, 19, 22, 24, 26-27, 29-33,
35, 40-45, 54-56, 63-68, 77, 81, 83-
84, 89, 140, 160-161, 163, 168, 173,
181
internet marketing 19, 35, 40
iOS 181
J
JavaScript 148, 158
M
managers 12, 27, 34, 90-93, 105, 124-125,
128, 170, 173, 186, 189, 192-193
marketing strategies 1, 54, 78, 84, 100,
111, 123
Message Valence 63
N
NASDAQ 192, 209
Need for Cognition 63
NYSE 192, 209
O
opinion leaders 44, 54, 67, 69, 73, 76-79
OS 181, 209
P
personal sales 23, 26, 31, 34, 40
predictive analytics 83-87, 89-90, 92, 105
predictive marketing 82, 84-94, 97-98,
100-105, 111
proactive tools 169, 172-174, 178
promotion 11, 26, 30, 32-33, 55, 73, 78,
121-123, 145, 149, 164
Q
QR Code 148, 159
qualitative inquiry 116
R
reactive tools 164, 169-170, 172, 174, 178
S
Smartphone 29, 159, 179-182, 188-189,
193
social learning 160, 168-169, 172, 178
social media 1-2, 4-12, 19, 22, 25, 29,
34-35, 40, 42, 54-55, 65-67, 76-79,
81, 83, 129, 134, 140-142, 163, 166,
171-172
Social Media Marketing (SMM) 4-5, 19
Social Networking Services (SNS) 4, 19
social networking sites 19, 45, 55, 181
social networks 2, 11, 19, 21-22, 25-26,
28-31, 35, 40, 79, 84, 139-141, 144,
147-148, 151, 153-154, 165-166
source credibility 41, 43, 63287
Index
SSL certificate 149, 159
supply chain 110
T
tie strength 63, 69, 79
tools 1, 7, 10-11, 21, 23, 28, 31, 34-35, 46,
81-93, 98-101, 103-105, 122, 145,
158, 160-174, 178
trial-and-error learning 168-169, 172, 178
tweet 19
Twitter 4, 11, 19, 22, 25-26, 30-31, 166,
171
U
user experience 153, 159
V
valence 49, 63, 79, 81, 145
value co-creation 160-163, 169-170, 172-
173, 178
virtual stores 140, 153
W
Web 2.0 7, 19, 26, 65, 68, 141
willingness to pay 116, 119-120, 123-124,
126, 128-135, 188
WOM 41, 43-45, 54-56, 63, 67-68, 70, 78
word of mouth 41-44, 46, 53
Y
YouTube 4, 19, 25-26, 31
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