An impulse to exploit: the behavioral turn in data-driven marketing     

Anthony Nadler  Lee McGuigan 《Critical Studies in Media Communication》2018,35(2):151-165

Industry advocates argue that by tailoring services and commercial solicitations to match media users’ personal interests, data-driven marketing benefits both consumers and businesses. This article shows, however, that advertisers and marketers who are taking up ideas and techniques from behavioral economics tell their clients a very different story about the aims and use of digital marketing and consumer surveillance. Listening in on this discourse demonstrates that some digital marketers conceptualize their own practices as forms of social control, appropriating concepts from behavioral economics to identify consumers’ cognitive and affective biases and target their vulnerabilities. Behavioral economics recognizes that economic decisions are not simply dictated by rational self-interest; rather, such choices depend on cognitive heuristics and habits, and can be manipulated through the design of “choice architecture.” This article discusses implications of the behavioral turn in data-driven marketing for critical advertising scholars, public advocates, and regulators.  相似文献   

Segmenting the audience of a cause-related marketing viral campaign     

《International Journal of Information Management》2021

This paper analyses the attitudinal effect of a cause-related marketing campaign which becomes viral through social networks. This attitudinal response is observed in three Internet user segments with different affinity levels: i) strong (familiar with the sponsoring brand and the promoted cause); ii) intermediate (familiar with the brand or the cause); and iii) weak (without previous experiences of either the brand or the social cause). To develop our experiment, 360 Internet surfers agree to participate. Their attitudes were measured before and after the showing of a viral spot in which a pet food brand encourages pet adoption. Our results show that a viral campaign works perfectly for the strong-affinity segment and adequately for the week affinity segment. On the contrary, this viral campaign leaves the intermediate-affinity segment indifferent.  相似文献   

Export market orientation behavior of universities: the British scenario     

Yousra Asaad  Geraldine Cohen 《Journal of Marketing for HIGHER EDUCATION》2015,25(1):127-154

This study seeks to extend our knowledge of export market orientation (EMO) in the context of British universities with regard to recruitment of international students. Export marketing remains an area of limited focus in the marketization of higher education literature. The study predominantly follows a quantitative research design using survey methods. A sample of British universities was studied and partial least-squares analysis was performed. The findings indicate that four export higher education-specific variables are important drivers of EMO in universities. The paper also confirms EMO's direct effects on university export performance and its indirect effects mediated through university international reputation. In light of these findings, a number of implications are advanced for university management. The study also makes important theoretical contributions: it contributes to a growing body of literature on marketing of higher education; it enriches the export marketing literature by examining EMO in a service setting and it adds to the EMO–export performance relationship by examining the mediating role of international reputation. The findings are limited to British universities. Therefore, they may not be generalizable to other geographical areas. In addition, the results of this study were obtained from a small sample size and generalization of the findings to other higher education institutions should be made with caution.  相似文献   

刍议“大西柏坡”的红色旅游市场营销策略     

王鹏 《武汉职业技术学院学报》2011,10(5):118-120

通过从产品、定位、价格、宣传四个方面分析西柏坡的红色旅游市场营销中存在的问题,找到制约西柏坡发展的瓶颈,从营销的角度为河北省的大西柏坡旅游项目的开发运作出谋划策。  相似文献   

Setting the future of digital and social media marketing research: Perspectives and research propositions     

《International Journal of Information Management》2021

The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.  相似文献   

建设服务型政府的内在制度从道德教育的角度谈中国服务型政府建设     

杜洁琼  吴佳 《湖州师范学院学报》2011,33(5):61-64

在工业化的中国建设后工业化的行政管理模式——服务型政府,首先要做的是打下良好的价值基础,解决中国社会转型所带来的一系列诸如信仰缺失、道德滑坡等问题。从服务型政府内在制度的建设入手,建立明确的指标体系,通过招聘、培训、固化等一系列方法,重塑行政机关领导及公务员的道德价值体系,建设道德政府,进而推动整个社会价值体系的重建,为服务型政府的建设和实现社会主义和谐社会作出努力。  相似文献   

P-V图与热力学第一定律中的诸量     

柴英  王少华 《陕西理工学院学报(社会科学版)》1996,(6)

通过讨论热力学系统在准静态过程ΔE、A、Q诸量与P－V图中过程曲线之间的关系，可直接从P—V图上判断内能的增减、做功正负及热量交换的方向。  相似文献   

宪法司法化--中国走向宪政的必由之路     

刘艳辉  游永贵 《衡水学院学报》2004,6(4):14-16

宪法司法化在今天的法学界不再是一个陌生和时尚的话题.不少的专家和学者对宪法司法化的是与非,各抒己见,争论不休.宪政的内在价值和最终目的必然要求宪法司法化.控制国家权利要求宪法司法化,保障公民的基本权利和自由要求宪法司法化.宪法司法化是中国走向宪政的必由之路.  相似文献   

Reimaging Public Libraries as Learning Communities: What Library Stories Can Tell Us     

Deborah Eicher-Catt  Mina Edmondson 《Public Library Quarterly》2016,35(3):203-221

This article describes a study conducted in York County, Pennsylvania, on its countywide library system framed within the context of the statewide “Reimaging Libraries” Get Storied initiative, developed and marketed by organizational story consultant, Michael Margolis. Understood as an essential aspect of culture re-imaging and change, narratives were collected from library personnel by undergraduate students at Pennsylvania State University-York as part of a service-learning initiative (directed by the first author). Working closely with the library district consultant (second author), we assess the success of the initiative and make some recommendations for culture reimaging through the practice of storytelling.  相似文献   

高职市场营销专业职业技能培养的思考   总被引：2，自引：0，他引：2  

翟方葆 《襄樊职业技术学院学报》2003,2(3):39-41

高职市场营销专业职业技能培养目标应体现出实用性，职业技能教学要突出训练性，职业技能考核要体现开放性，这样才能更好地体现出高职的教育特色，有利于学生职业技能的形成。  相似文献