Category: Digital Marketing

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An Explorative Study on the Impact of Antecedent Mood States on Consumers’ Evaluation of Hotels Online

Many travelers plan their trip using online
booking platforms. These often have recommendations for
things to do and explore in the target destination. The
suggestions could have either positive or negative
connotations. This study aimed to investigate if such
recommendations can trigger certain mood states that
impact consumers’ evaluation of hotels online. Web-based
mood induction procedures were used to see whether moods
as antecedent states had any impact on consumers’
evaluations of hotel bookings. The results of the conjoint
analysis demonstrate that the impact of location and hotel
reviews can change based on consumers’ mood. The impact
of mood can help online managers in developing more
effective hotel marketing and advertising strategies. This paper is published at the IEEE International Engineering and Enginering Management (IEEM) conference 2021.

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Price consciousness as basis for Thai and Finnish young adults’ mobile shopping in retail stores

This short paper, published in Procedia Computer Science, explores the connection between price-conscious shopping habits and the use of smartphones for in-store shopping among young adults from Thailand and Finland. Through a cross-national survey, the study finds that price-conscious consumers are more likely to use mobile shopping in retail stores. Thai consumers had a stronger association to price consciousness and mobile shopping, than for Finnish consumers. These insights suggest that cultural factors can impact how a consumers mobile shopping behavior is influenced by their price awareness

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Motivating Events at the Point of Online Purchase: An Online Business-to-Business Retail Experiment

The point of online purchase refers to the location and conditions in which an online transaction takes place. It includes how products are presented to consumers and the means of completing the transaction. Understanding how the online setting and specific situations impact consumers behavior at the point of online purchase may improve online marketing efforts.

An online experiment was conducted to analyze the factors that influences purchases during the online buying process. Results show that the treatment group had a 39% conversion rate for up-sell offers. Which lead to an 87.94% increase in revenue compared to the control group. The findings of the experiment are discussed in relation to consumer behavior and rules governing inline purchases. For further reading, the full study can be found in the Procedia Computer Science.

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Investigating the impact of Internet of Things services from a smartphone app on grocery shopping

This study investigates how Internet of Things (IoT) features in a grocery store’s smartphone app affect shopping behavior. In a simulated scenario, 226 participants used the app to purchase items, such as fresh salmon. The study found that IoT services like “updated expiry date”, “Aggregated national customer experience index” and “personalized offer based on product in the basket. increased engagement with the app and encouraged more purchases. The “real-time price” IoT feature had a mixed effect on user interaction. Analysis showed that certain IoT features can be a dealbreaker in a competitive grocery market. The study is published in Journal of Retailing and Consumer Services, presented at Forskning.no and Kristiania.no.

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Exploring customer online reviews for new product development: The case of identifying reinforcers in the cosmetic industry

This study analyzes online customer reviews to understand preferences for certain cosmetic products. The research explores the possibilities to strengthen relationship between customers and brands in the cosmetics industry. This is explored by using the marketing firm theory. Furthermore, the study analyze customer reviews by applying market research techniques. The reviews are analyzed with text analytics to identify key factors and reinforces that influence customer expectations and sentiments about cosmetic products. Findings suggest that certain product features appeal for all customers, while others vary by their age and skin tone. This shows the importance of having segment-specific insights. The study is published in Managerial and Decision Economics and presented in Kunnskapsmagasinet Kristiania.

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On the relative impact of male and female sellers’ profile image and its facial expressions upon peer users’ behavior on Airbnb

This study, published in Procedia Computer Science, examines how profile image and facial expressions of male and female sellers’ influence rental decisions in peer-to-peer accommodation platforms like Airbnb. In a simulated scenario, participants rated their likelihood of renting an apartment on Airbnb. The results from the conjoint analysis reveal that, compared to factors like price and customer reviews, a seller’s profile image and facial expressions significantly impact the likelihood of booking. More specifically, male seller images has the strongest influence both positively and negatively. Additionally, profiles with no image showed a strong negative impact on rental likelihood. Sellers on Airbnb should note that their profile image can affect potential renters’ choices.

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The relationship between young consumers’ decision-making styles and propensity to shop clothing online with a smartphone

Consumer behavior in retail is changing due to the adoption of technologies such as the internet and the smartphone. This study, published in Procedia Computer Science, focuses on studying the relationship between young consumers’ decision-making styles and their propensity to shop clothing online with a smartphone. Using the Consumer Styles Inventory (CSI) as a foundation, a survey of young adults identified four key factors; brand consciousness, fashion consciousness, impulsiveness, and recreational shopping behavior, that strongly correlate with the frequency of browsing and purchasing clothing online through smartphone. These findings are important for retailers aiming to increase revenue through mobile shopping solutions.

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Situational Factors Influencing Customers’ Credit Use Online: A Behavioral Economic Approach

This study, published in the Proceedings of the 51st Hawaii International Conference on System Sciences, looks at how consumers use credit online, especially when choosing between practical (utilitarian) and enjoyable (hedonic) products. In a simulated shopping experiment with Norwegian university students, participants could either save money to buy a product later or buy it on credit for immediate access. Participants were split into two groups: one saw personalized credit information, and the other did not. Results show that as the wait time increased, people were more likely to buy on credit instead of saving. This behavior matched a pattern called hyperbolic discounting. Also, participants were more willing to use credit for enjoyable products than practical ones. Personalized credit details had a small effect, but findings suggest this could matter more with enjoyable products. This study highlights factors that influence online credit use and points to areas for further research.