papers

Question 1

Lemon & Verhoef
main focus
main findings

Answer 1

the customer journey

Question 2

Herhausen 2019

3 objectives

Answer 2

Identify customer segments based on the touchpoints used in
the customer journey
• Understand how the increasing importance of mobile devices
affects these customer segments
• Understand the relationships between product satisfaction,
- journey satisfaction, customer inspiration, and customer loyalty vary across the different segments.-

Question 3

Reinartz et al 2019 3x

Answer 3

rise of digital platforms
new sources of dalue creation (automation, individualization, ambient, interaction, transperancy)
platform/pipelin

Question 4

bleier et al 2015

2x

Answer 4

• banner ad effectivness,

- goal directed and experientela browsing

Question 5

de haan 2016

3 takeaways

Answer 5

• Offline advertising forms have low sales elasticities
• CIC have greater sales elasticities than FIC
• Content-integrated CICs tend to distinguish themselves from other forms of advertising in the later stages of the funnel

Question 6

Lee et al 2018

2

Answer 6

Results brand personality content and directly informative content
Brand personality content (humor, emotion etc.)
=> higher levels of engagement with the messages;
Directly informative content (price promotions and deals):
=> lower levels of engagement when included in messages in isolation
=> higher engagement levels when provided in combination with brand personality-related attributes

Question 7

Li et al 2021

Answer 7

SMMS

Question 8

Srinavasan 2016

1

Answer 8

Online consumer activity metrics interact with each other, are affected by traditional communication activities, and convert into sales even for a product that is still mostly bought offline.

Question 9

wang 2021

2

Answer 9

• Substitution effect between firm marketing efforts online (FGC on social media) and offline (traditional media spending)
• Synergy effect between FCG and UCG on Twitter but not on facebook

Question 10

Babic Rosario 2021

Answer 10

study framework (ewom message/sender details, financial/functional risk, ewom dimensions)

Question 11

Leung et al 2020

2

Answer 11

viral markeitng

influencers/celebrity endorsement

Question 12

hughes 2019

3

Answer 12

The interplay between platform type, campaign intent, source, campaign incentives, and content factors is key for driving engagement.

Sponsored blogging affects online engagement (e.g., posting comments, liking a brand) differently depending on blogger characteristics and blog post content.

By optimizing social influencer marketing strategies with these results, firms can increase return on engagement (ROE) for influencer marketing campaigns.

Question 13

apkinar and berger 2017

2x

Answer 13

• valuable virality

- emotianal /informastional appealse

Question 14

Paper focus Chaffey et al. (2016) eWom marketing 5X

Answer 14

º Giving people a reason to talk about your products and services, and making it easier for the conversation to take place
º It is the art and science of building active, mutually beneficial consumer-to-consumer and consumer-to-marketer communications
ºRelies on production of engaging content to attract attention and generate eWOM ºFacilitating and monitoring customer interaction and participation throughout the web to encourage positive engagement with a company and its brands
º interactions may occur on a company site, social networks and other third-party sites