A Systematic Review of Blockchain-based Loyalty Programs

2023 | HICSS | Citations: 0

Authors: Abooleet, Saeed; Kinnett, Seth

Abstract: Customer loyalty programs, the incentive structures designed to reward and retai ... Expand

Abstract: Customer loyalty programs, the incentive structures designed to reward and retain customers for purchases and other activities, have struggled to maximize their intended goals. Academics and industry practitioners have advocated for the use of blockchain technology as a vehicle to revolutionize loyalty programs. Despite this hype, we have yet to see an examination of existing blockchain-based loyalty solutions. This paper identifies, reviews, and classifies tokenized loyalty solutions. Using a web-scraping method, we systematically retrieved 9,642 tokens listed on the coinmarketcap.com website. Multiple applications of inclusion/exclusion criteria resulted in 21 active loyalty programs based on blockchain, which we evaluated in depth. Our findings confirm that the domain is nascent yet more actualized than previous research has suggested. This analysis fills a much-needed role in the blockchain-loyalty literature by providing an industry lens into the realities of blockchain as a loyalty solution. Collapse

Topics: blockchain cryptoasset crypto exchange customer loyalty website

Methods: descriptive statistic structured literature research

Brand Crisis and Customer Relationship Management on Social Media: Evidence from a Natural Experiment from the Airline Industry

2023 | Information Systems Research | Citations: 0

Authors: Al Balawi, Ramah; Hu, Yuheng; Qiu, Liangfei

Abstract: In this study, we investigate the effect of a brand crisis on the customer relat ... Expand

Abstract: In this study, we investigate the effect of a brand crisis on the customer relationship management (CRM) efforts of brands on social media. Despite the opportunities social media offers to brands to connect and engage with customers, it is still unclear how a brand crisis can change a brand’s social CRM efforts. Social media platforms can amplify the negative consequences of a brand crisis. However, the unique and public nature of social media platforms can offer new means for brands to handle a brand crisis and publicly manage their customer relationships. Compared with traditional CRM, social media enables brands to communicate with their customers publicly, which can strengthen their relationships with customers and maintain higher levels of customer engagement. Leveraging a natural experiment setting, we investigate the impact of the United Airlines crisis on three dimensions of social CRM efforts: informativeness, timeliness, and attentiveness. Contrary to traditional CRM efforts and recommendations, we find that the brand crisis increases informativeness efforts but reduces timeliness and attentiveness efforts.History: Yong Tan, Senior Editor; Beibei Li, Associate Editor.Supplemental Material: The online appendix is available at https://doi.org/10.1287/isre.2022.1159. Collapse

Topics: social media Twitter customer service customer satisfaction customer relationship management

Methods: mediation analysis longitudinal research robustness check natural experiment experimental group

Incorporating blockchain technology in information systems research

2023 | International Journal of Information Management | Citations: 0

Authors: Dubey, Rameshwar; Gupta, Manjul; Mikalef, Patrick; Akter, Shahriar

Abstract: In this Editorial Note for the special issue on "Incorporating Blockchain Techno ... Expand

Abstract: In this Editorial Note for the special issue on "Incorporating Blockchain Technology in Information Systems Research," we first focus on the need on conducting blockchain research in the information systems field. We briefly describe the nine outstanding articles that were selected for publication in this special issue. The editorial note ends with a research agenda for future scholars interesting in studying the blockchain phenomenon. Collapse

Topics: blockchain innovation management customer loyalty digital innovation peer-to-peer model

Methods: literature sample design science case study structured literature research theory development

Evolution of Referrals over Customers’ Life Cycle: Evidence from a Ride-Sharing Platform

2023 | Information Systems Research | Citations: 0

Authors: Fernández-Loría, Carlos; Cohen, Maxime C.; Ghose, Anindya

Abstract: Online platforms often ask their users to refer friends in exchange for a reward ... Expand

Abstract: Online platforms often ask their users to refer friends in exchange for a reward. This paper addresses how referral generation and referral value evolve throughout the customer’s life cycle as a function of service usage, experience level, and past referral behavior. Our analysis is based on a longitudinal data set that comprises the transactions and referral actions of 400,000 users in a ride-sharing platform over a year. The richness of our data set allows us to address two shortcomings from previous studies: modeling dynamic behavior (i.e., the relationship between past and future referrals) and accounting for unobserved heterogeneity across users. Our results show that users make more referrals when they have used the service recently and intensively. For example, users become 9% less likely to make referrals for each week they have not used the service. Furthermore, users make more high-value referrals as they become more experienced with the service. The referral generation and referral value of the top 10% most experienced users are more than 18% higher relative to when they first used the service. Finally, as users make more referrals, they become more likely to run out of friends to whom they can refer the service, leading to less referrals in the future. After users make their first referral, the probability of making additional referrals decreases by more than 78% and the value of subsequent referrals reduces by 19% on average. The results imply that platforms should consider tailoring their referral programs according to how referral generation and referral value evolve over time.History: Xiaoquan (Michael) Zhang, Senior Editor; Khim Yong Goh, Associate Editor. Collapse

Topics: ride sharing platform mobile application logistics management accounting marketing management

Methods: longitudinal research robustness check instrumental variables estimation regression analysis method Poisson regression

Theories: social contagion theory

Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands

2023 | Information Systems Frontiers | Citations: 0

Authors: Fetais, Abdulla H.; Algharabat, Raed S.; Aljafari, Abdullah; Rana, Nripendra P.

Abstract: This research aims to investigate the impact of social media marketing activitie ... Expand

Abstract: This research aims to investigate the impact of social media marketing activities (SMMa) on brand loyalty directly and through mediating variables community engagement and lovemark. To propose a research model, we used the theories including lovemark theory, engagement theory and brand equity theory. As a result, this research investigates the impact of SMMa, community engagement, and lovemark on brand loyalty. Using an online survey, we collected data from 464 female participants who are following luxury fashion brands on major social networking sites including Facebook, Instagram, Snapchat, and Twitter. Results using PLS revealed that SMMa positively influences community engagement and lovemark. Moreover, we find positive relationships between community engagement, lovemark and brand loyalty. However, we find that SMMa has no direct influence on brand loyalty. Collapse

Topics: customer loyalty social media word of mouth online word of mouth marketing management

Methods: survey partial least squares regression partial least squares path modeling statistical hypothesis test data transformation

Theories: equity theory job engagement theory service-dominant logic theory of logic

Order matters: Breaking cognitive lock-in through occasional preferential use of a rival app

2023 | Information & Management | Citations: 0

Authors: Li, Jia; Lu, Ying; Peng, Zeyu; Ma, Ling; Liu, Xuan

Abstract: Although growing attention has been paid to the use of competing technologies, l ... Expand

Abstract: Although growing attention has been paid to the use of competing technologies, little is known about how oc­ casional preferential use of the rival system (OPUR) affects individuals’ adoption of the dominant system. In this study, we investigate how OPUR breaks the cognitive lock-in of the dominant system in the app context. The results demonstrate that supplementing OPUR reduces (increases) user access to the dominant (rival) app. In addition, the OPUR effect is more salient for high-demand and female users. Our results demonstrate that OPUR provides a great opportunity for catching-up apps to offset the first-mover advantage of dominant apps. Collapse

Topics: mobile application information system use marketing management WeChat Tencent QQ

Methods: propensity score matching experimental group propensity score method literature study usage data

Theories: unified theory of acceptance and use of technology

Online promotion effects under time limitation - A study of survey and physiological signals

2023 | Decision Support Systems | Citations: 0

Authors: Liang, Chih-Chin; Lin, Yu-Wen

Abstract: Online shopping platforms attract consumers to purchase by offering discounts or ... Expand

Abstract: Online shopping platforms attract consumers to purchase by offering discounts or informing them about the availability of limited quantities of cheaper items during a set time period. Offering goods on sale for a brief window creates a sense of time pressure and encourages impulse purchases. However, few studies have discussed the relationship between physiological signals and the promotional impact of limited time offers. In this study, we discuss the promotional impact of different promotion methods under time pressure and perform experiments using brainwaves and galvanic skin responses of 53 participants to reveal the relationships. This study surveys 501 participants to determine the promotional impact of limited time offers on customers using qualified experimented pictures to recall their feeling toward limited time offers. The analytical results indicate that timelimited promotions, monetary discounts, and online reviews significantly affect impulse purchase behavior. The experiential results show that promotion methods can arouse physiological signals and emotional reactions in participants. Finally, the research and managerial implications are discussed. Collapse

Topics: online review marketing management decision making consumer behavior missing data

Methods: experiment survey Student's t-test parametric test electrodermal activity

Reidentification Risk in Panel Data: Protecting for k-Anonymity

2023 | Information Systems Research | Citations: 0

Authors: Li, Shaobo; Schneider, Matthew J.; Yu, Yan; Gupta, Sachin

Abstract: We consider the risk of reidentification of panelists in marketing research data ... Expand

Abstract: We consider the risk of reidentification of panelists in marketing research data that are widely used to obtain insights into buyer behavior and to develop marketing strategy. We find that 17%–94% of the panelists in 15 frequently bought consumer goods categories are subject to high risk of reidentification through a potential record linkage attack based on their unique purchasing histories even when their identities are anonymized. We first demonstrate that the risk of reidentification is vastly understated by unicity, the conventional measure. Instead, we propose a new measure of reidentification risk, termed sno-unicity, which accounts for the longitudinal nature of panel data, and show that it is much larger than unicity. To protect the privacy of panelists, we consider the well-known privacy notion of k-anonymity and develop a new approach called graph-based minimum movement k-anonymization (k-MM) that is designed especially for panel data. The proposed k-MM approach can be formulated as an optimization problem in which the objective is to minimally distort variables in the original data based on weights that users prespecify corresponding to their use case. We further show how our approach can be extended to achieve l-diversity. We apply the k-MM approach to two different panel data sets that are widely used in marketing research. To achieve a given privacy level, compared with several benchmark protection methods, the protected data from our method result in the least distortion in inferences about key marketing metrics, such as brand market shares, share of category requirements, brand switching rates, and marketing-mix parameters estimated from a hierarchical Bayesian brand choice model. History: Param Singh, Senior Editor and Associate Editor. Supplemental Material: The online appendix is available at https://doi.org/10.1287/isre.2022.1169. Collapse

Topics: privacy marketing management differential privacy data protection record linkage

Methods: longitudinal research optimization model descriptive statistic simulation cluster analysis

Following too much on Facebook brand page: A concept of brand overload and its validation

2023 | International Journal of Information Management | Citations: 0

Authors: Lin, Xiaolin; Wang, Xuequn

Abstract: As consumers increasingly engage in online brand communities, the demand of bran ... Expand

Abstract: As consumers increasingly engage in online brand communities, the demand of brand-related activities (e.g., finding relevant product information and sharing product information) also increases. Consumers may feel overwhelmed by these brand-related activities. To provide an understanding of this phenomenon, we concep­ tualize it as brand overload and then empirically examine its antecedents and consequences based upon the Stimulus-Organism-Response (SOR) framework in the context of online brand community. Using two rounds of surveys to collect data from 409 American consumers, our results show that consumer-generated content and social interaction quality are the primary drivers of information and social overload. Consumer-generated content quality has a quadratic effect on information overload following an inverted U shape. Social interac­ tion quality also significantly affects social overload following an inverted U-shaped relationship. Information and social overload are both positively related to brand overload, which in turn leads to brand disloyalty as the negative consequence. In addition, to supplement the quantitative study, a qualitative study was used to test and substantiate the proposed research model. With its mixed-method design, our study contributes to the literature by proposing the concept of brand overload and empirically investigating its antecedents and consequences from the SOR perspective. Practically, our study delivers insights for companies on how to use online brand com­ munities strategically and efficiently to avoid negative impacts. Collapse

Topics: information overload social media Facebook information exchange system quality

Methods: survey mixed method post-hoc analysis qualitative interview chi squared test

Source Credibility Theory: SME Hospitality Sector Blog Posting During the Covid-19 Pandemic

2023 | Information Systems Frontiers | Citations: 0

Authors: Serman, Zehra Ece; Sims, Julian

Abstract: During the recent Covid-19 pandemic SMEs in the hospitality sector had to develo ... Expand

Abstract: During the recent Covid-19 pandemic SMEs in the hospitality sector had to develop new ways of increasing consumer engagement and maintaining business activity. This study examines the effect of using blogs to counter the detrimental effect of pandemic lockdowns. A survey method was deployed with 449 respondents. Analysis used SEM PLS. The findings show trustworthiness and reputation positively affects credibility, but promotional incentives and expertise do not affect credibility. The findings also suggest that unverified information sharing mediates the relationship between credibility and loyalty. Information System (IS) researchers can systematically develop approach using big data to identify false information. This research contributes to knowledge of both IS researchers and SMEs in hospitality sector. SMEs in hospitality sector can partner IS and use this research as an example of method for recovering from crisis by the adoption of blog posts, as well as working remotely with IS researchers to explore data sources and research techniques to investigate false information. Collapse

Topics: blog information exchange customer loyalty social media misinformation

Methods: survey partial least squares regression structural equation modeling statistical hypothesis test descriptive statistic