Digital marketing & Technology Lectures
Table of Contents
Lecture 1 course introduction + digital marketing capabilities ........................................... 3
Article: Integrating information technology and marketing: an examination of the drivers and
outcomes of e-Marketing capability (Trainor et al., 2011) ......................................................... 4
Lecture 2 multiple channel realities and the ongoing fragmentation of customers: how to
get in charge and understand the customer journey? ........................................................ 7
Article: Toward a three-dimensional framework for omni-channel (Saghiri et al., 2017) ........... 11
Article: Integrating bricks with clicks: retailer-level and channel-level outcomes of online-offline
channel integration (Herhausen et al., 2015) .......................................................................... 13
Article: Understanding omni-channel shopping value: a mixed-method study (Hure et al., 2017)
.............................................................................................................................................. 15
Lecture 3 & 4 guestlectures ............................................................................................. 17
Lecture 5: immersive technologies .................................................................................. 17
Article: Augmenting the eye of the beholder: exploring the strategic potential of augmented
reality to enhance online service experiences (Hilken et al., 2017)........................................... 18
Article: Is augmented reality technology an effective tool for e-commerce? An interactivity and
vividness perspective (Yim et al., 2017) .................................................................................. 24
Lecture 6 impact of ratings and reviews .......................................................................... 28
Article: The emotional review-reward effect: how do reviews increase impulsivity? (Motyka et
al., 2018) ............................................................................................................................... 30
Article: A meta-analytic investigation of the role of valence in online reviews (Purnawirawan et
al., 2015) ............................................................................................................................... 36
Lecture 7 guest lecture.................................................................................................... 42
Lecture 8 branding and social media reputation management: Co-created brand stories
and digital communication realities. Effects of firm’s tone of voice and response strategies.
...................................................................................................................................... 42
Article: Effects of companies’ responses to consumer criticism in social media (Xia, 2013) ....... 46
Article: Watch your tone: how a brand’s tone of voice on social media influences consumer
responses (Barcelos et al., 2018)............................................................................................. 49
Article: “Don’t forget that others are watching, too!” The effect of conversational human voice
and reply length on observers’ perceptions of complaint handling in social media (Javornik et
al., 2020) ............................................................................................................................... 53
Lecture 9: digital personalization: to me, for me, about me and automatic (social)
tailoring. Does it impact firm performance? .................................................................... 58
Article: How does web personalization create value for online retailers? Lower cash flow
volatility or enhanced cash flows (Kalaignaman et al., 2018) ................................................... 59
1
,Lecture 10 influencer marketing: yielding positive marketing results from influencers and
their following ................................................................................................................ 64
Article: Influencer marketing: social media influences as human brands attaching to followers
and yielding positive marketing results by fulfilling needs (Ki et al., 2020) ............................... 65
Article: Driving brand engagement through online social influencers: an empirical investigation
of sponsored blogging campaigns (Hughes et al., 2019) ........................................................... 68
2
,Lecture 1 course introduction + digital marketing capabilities
Reasons for investing in (marketing) technology worldwide as of march 2017
It stresses that technology and marketing is key to businesses.
Gartner’s Hype Cycle
This Hype Cycle tells if a technology is mainstream or just introduced.
What technology to select and when to apply?
• You can immediately adopt the technology in your business: you have first move
advantage. You are one of the first applying that technology which gives you an
advantage over other businesses in the market. The risk is that you are just at the
start, and you have no clue if it ever becomes mainstream. You must invest a lot.
• You can also start applying when the technology becomes mainstream. You have no
advantage. But there is a learning effect; you can learn from other businesses who
already implemented those technologies. You can probably work with smaller
budget.
Distinctive capabilities can be defined as the unique bundling of skills and resources
(technology) that facilitate the execution of business processes, that ultimately contribute
to a sustainable competitive advantage and superior performance.
3
,Competitive advantage is “not just a function of how one plays the game; it is also a
function of the ‘assets’ one has to play with , and how these assets can be deployed and
redeployed in a changing market (adaptability)”.
→ Nothing is unique forever, so to be competitive you have to change. Market turbulence is
related to adaptability.
Organizational adaptability involves a firm’s ability to identify and capitalize both emerging
markets and technological opportunities both emerging markets and technological
opportunities. They enter into a ‘’state of adaptation’’ when they achieve fit with their
environment......, to remain adaptable technological/ digital focus is needed.
(CHAKRAVARTHY, 1992; TUOMINEM, RAJALA & MOLLER, 2004).
Strategic renewal in the digital age: The Digital Marketing Core as a starting
point
Businesses work in a chaotic environment. Marketing as a function is becoming quite
complex, because you have to use certain technologies. If you want to make use of search
advertising; you must understand the algorithm. It can be about robots or AR. To survive in
a business, you need to have knowledge about these four ingredients.
• Technology: you need to apply technologies.
• Partners
• Channels: channel management for successful strategies and being successful in the
digital domain.
• Big data: data needs to be analyzed and you need to understand how to deal with
that.
Article: Integrating information technology and marketing: an examination of the
drivers and outcomes of e-Marketing capability (Trainor et al., 2011)
4
,E-marketing capability applies to technology that is relevant for delivering services and
certain products instead of information technology as mentioned in the outdated paper.
E-marketing capability is a multidimensional construct with a subset of three sub-variables:
human, business and technology.
The interrelationships between the concept variables are relevant. You should not approach
them in isolation. It is technology connecting with human and business that makes a
business work and score high on e-marketing capabilities. If they do not interact, you have
different ingredients without having a dish.
Drivers and outcomes of e-Marketing capability
There are multiple outcome variables, multiple dependent variables.
Three tests:
• Direct linear effect: four direct effects. First two, market orientation and technology
orientation, have a significant positive effect on E-marketing capability. The more
you sense the market, customers and competitors, the more technological
advantaged businesses are.
• The moderation test
• The mediation
E-marketing capabilities is the mediator. Mediation tells you that there are independent
variables that influence the mediator and then the dependent variable. There are two parts
in the model because of that.
Market orientation: sensing the customer.
Competitive environment: external pressure. Customers, competitors, and suppliers expect
certain things: that they use technology in their business.
5
, Moderation effects and e-Marketing capability
Key take-aways
• Competitive advantage is not about technology per se but also about how it is used
with business and human resources.
• Competitive advantage is created by tech-market combinations.
• Tech related capabilities and investments are most relevant in high turbulent, high
competitive markets.
• Customer Relationship Management (CRM) should find its strength in the e-/tech
capabilities that result in retention, loyalty.
• Technology has become extremely relevant for firm performance.
• E-/tech marketing capabilities are influenced stronger by responding to and adoption
of technologies than by market orientation (competitor analysis and customer
centricity).
6
Table of Contents
Lecture 1 course introduction + digital marketing capabilities ........................................... 3
Article: Integrating information technology and marketing: an examination of the drivers and
outcomes of e-Marketing capability (Trainor et al., 2011) ......................................................... 4
Lecture 2 multiple channel realities and the ongoing fragmentation of customers: how to
get in charge and understand the customer journey? ........................................................ 7
Article: Toward a three-dimensional framework for omni-channel (Saghiri et al., 2017) ........... 11
Article: Integrating bricks with clicks: retailer-level and channel-level outcomes of online-offline
channel integration (Herhausen et al., 2015) .......................................................................... 13
Article: Understanding omni-channel shopping value: a mixed-method study (Hure et al., 2017)
.............................................................................................................................................. 15
Lecture 3 & 4 guestlectures ............................................................................................. 17
Lecture 5: immersive technologies .................................................................................. 17
Article: Augmenting the eye of the beholder: exploring the strategic potential of augmented
reality to enhance online service experiences (Hilken et al., 2017)........................................... 18
Article: Is augmented reality technology an effective tool for e-commerce? An interactivity and
vividness perspective (Yim et al., 2017) .................................................................................. 24
Lecture 6 impact of ratings and reviews .......................................................................... 28
Article: The emotional review-reward effect: how do reviews increase impulsivity? (Motyka et
al., 2018) ............................................................................................................................... 30
Article: A meta-analytic investigation of the role of valence in online reviews (Purnawirawan et
al., 2015) ............................................................................................................................... 36
Lecture 7 guest lecture.................................................................................................... 42
Lecture 8 branding and social media reputation management: Co-created brand stories
and digital communication realities. Effects of firm’s tone of voice and response strategies.
...................................................................................................................................... 42
Article: Effects of companies’ responses to consumer criticism in social media (Xia, 2013) ....... 46
Article: Watch your tone: how a brand’s tone of voice on social media influences consumer
responses (Barcelos et al., 2018)............................................................................................. 49
Article: “Don’t forget that others are watching, too!” The effect of conversational human voice
and reply length on observers’ perceptions of complaint handling in social media (Javornik et
al., 2020) ............................................................................................................................... 53
Lecture 9: digital personalization: to me, for me, about me and automatic (social)
tailoring. Does it impact firm performance? .................................................................... 58
Article: How does web personalization create value for online retailers? Lower cash flow
volatility or enhanced cash flows (Kalaignaman et al., 2018) ................................................... 59
1
,Lecture 10 influencer marketing: yielding positive marketing results from influencers and
their following ................................................................................................................ 64
Article: Influencer marketing: social media influences as human brands attaching to followers
and yielding positive marketing results by fulfilling needs (Ki et al., 2020) ............................... 65
Article: Driving brand engagement through online social influencers: an empirical investigation
of sponsored blogging campaigns (Hughes et al., 2019) ........................................................... 68
2
,Lecture 1 course introduction + digital marketing capabilities
Reasons for investing in (marketing) technology worldwide as of march 2017
It stresses that technology and marketing is key to businesses.
Gartner’s Hype Cycle
This Hype Cycle tells if a technology is mainstream or just introduced.
What technology to select and when to apply?
• You can immediately adopt the technology in your business: you have first move
advantage. You are one of the first applying that technology which gives you an
advantage over other businesses in the market. The risk is that you are just at the
start, and you have no clue if it ever becomes mainstream. You must invest a lot.
• You can also start applying when the technology becomes mainstream. You have no
advantage. But there is a learning effect; you can learn from other businesses who
already implemented those technologies. You can probably work with smaller
budget.
Distinctive capabilities can be defined as the unique bundling of skills and resources
(technology) that facilitate the execution of business processes, that ultimately contribute
to a sustainable competitive advantage and superior performance.
3
,Competitive advantage is “not just a function of how one plays the game; it is also a
function of the ‘assets’ one has to play with , and how these assets can be deployed and
redeployed in a changing market (adaptability)”.
→ Nothing is unique forever, so to be competitive you have to change. Market turbulence is
related to adaptability.
Organizational adaptability involves a firm’s ability to identify and capitalize both emerging
markets and technological opportunities both emerging markets and technological
opportunities. They enter into a ‘’state of adaptation’’ when they achieve fit with their
environment......, to remain adaptable technological/ digital focus is needed.
(CHAKRAVARTHY, 1992; TUOMINEM, RAJALA & MOLLER, 2004).
Strategic renewal in the digital age: The Digital Marketing Core as a starting
point
Businesses work in a chaotic environment. Marketing as a function is becoming quite
complex, because you have to use certain technologies. If you want to make use of search
advertising; you must understand the algorithm. It can be about robots or AR. To survive in
a business, you need to have knowledge about these four ingredients.
• Technology: you need to apply technologies.
• Partners
• Channels: channel management for successful strategies and being successful in the
digital domain.
• Big data: data needs to be analyzed and you need to understand how to deal with
that.
Article: Integrating information technology and marketing: an examination of the
drivers and outcomes of e-Marketing capability (Trainor et al., 2011)
4
,E-marketing capability applies to technology that is relevant for delivering services and
certain products instead of information technology as mentioned in the outdated paper.
E-marketing capability is a multidimensional construct with a subset of three sub-variables:
human, business and technology.
The interrelationships between the concept variables are relevant. You should not approach
them in isolation. It is technology connecting with human and business that makes a
business work and score high on e-marketing capabilities. If they do not interact, you have
different ingredients without having a dish.
Drivers and outcomes of e-Marketing capability
There are multiple outcome variables, multiple dependent variables.
Three tests:
• Direct linear effect: four direct effects. First two, market orientation and technology
orientation, have a significant positive effect on E-marketing capability. The more
you sense the market, customers and competitors, the more technological
advantaged businesses are.
• The moderation test
• The mediation
E-marketing capabilities is the mediator. Mediation tells you that there are independent
variables that influence the mediator and then the dependent variable. There are two parts
in the model because of that.
Market orientation: sensing the customer.
Competitive environment: external pressure. Customers, competitors, and suppliers expect
certain things: that they use technology in their business.
5
, Moderation effects and e-Marketing capability
Key take-aways
• Competitive advantage is not about technology per se but also about how it is used
with business and human resources.
• Competitive advantage is created by tech-market combinations.
• Tech related capabilities and investments are most relevant in high turbulent, high
competitive markets.
• Customer Relationship Management (CRM) should find its strength in the e-/tech
capabilities that result in retention, loyalty.
• Technology has become extremely relevant for firm performance.
• E-/tech marketing capabilities are influenced stronger by responding to and adoption
of technologies than by market orientation (competitor analysis and customer
centricity).
6
