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Strategic Investments for Platform Launch and Ecosystem Growth: A Dynamic Analysis
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2023 | Journal of Management Information Systems | Citations: 0
Authors: Anderson Jr., Edward G.; Parker, Geoffrey G.; Tan, Burcu

Abstract: Multi-sided platforms must make decisions on both pricing and engineering invest ... Expand

Abstract: Multi-sided platforms must make decisions on both pricing and engineering investment and must continually adjust them as the platform scales over its lifecycle. Engineering investments can be allocated to features that improve a platform's standalone value, social features to take advantage of same-side network effects, or integration tools and boundary resources to facilitate third-party content creation. Guidance in the academic or practitioner literature is not granular. Moreover, relevant normative economic models that consider externalities are rarely dynamic. Hence, there is a gap in knowledge about how to best balance tradeoffs between different strategic decisions throughout the entire platform lifecycle. To begin to address this gap, we explore normative strategies for coordinating pricing and engineering investment decisions on a continuous basis under different ecosystem conditions. We build a simulation model informed by economics and marketing theory and perform extensive sensitivity analyses on key parameters in different ecosystem scenarios over a multi-period lifecycle. We find that pricing and investment strategies must continuously change to perform optimally. In particular, strategies that are most effective at launch often differ from those that are most effective during scaling as well as those most effective at maturity. We also find that the optimal strategy depends strongly on the monetization model and market aversion to price changes. Lastly, we specifically examine four different industry segments: mobile platforms, social media, the sharing economy, and business-to-business. The results provide evidence that the trajectory of platform pricing and investment strategies should greatly differ depending on industrial context. Collapse

Semantic filters: marketing theory

Topics: price management digital platform social media decision making business-to-business

Methods: simulation sensitivity analysis system dynamics optimization model conjoint analysis

Theories: control theory marketing theory
Understanding active participation of online dating services: A mixed methods study
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2023 | Decision Support Systems | Citations: 0
Authors: Chen, Qi; Yun, Guobiao; Lu, Jiandong; Wang, Xiaolei

Abstract: Online dating has transformed the way people meet and start relationships. Howev ... Expand

Abstract: Online dating has transformed the way people meet and start relationships. However, online dating platforms typically have many lurkers without active participation. Using a self-regulation framework, this paper aims to study users’ active participation in online dating through a mixed methods study. We first conducted qualitative and quantitative investigations with a machine learning method to explore user active participation and its antecedents. We then developed a theoretical model and conducted a statistical analysis of the model. The empirical findings showed that service quality and trust significantly affected individual active participation in a dating site through attachments to the daters and services. The findings of the study contribute to the extant literature by analyzing user participation in online dating from an attachment perspective. Collapse

Semantic filters: marketing theory

Topics: service quality online dating participatory design online dating service Python

Methods: design methodology mixed method qualitative coding machine learning machine learning method

Theories: attachment theory marketing theory
Social Commerce in Qatar: A Holistic Framework for Modeling Engagement

2023 | Americas Conference on Information Systems | Citations: 0
Authors: Vatanasakdakul, Savanid; Aoun, Chadi; Hubail, Fatema

Abstract: Social commerce is a rapidly emerging phenomenon involving commercial interacti ... Expand

Abstract: Social commerce is a rapidly emerging phenomenon involving commercial interactions and transactions through social media. Notwithstanding its global diffusion, social commerce remains ill-understood, particularly in the Arab context. Consequently, this study presents a multifocal framework exploring factors impacting user engagement in social commerce in Qatar. The framework encompasses technological, social media, and sociocultural characteristics, resulting in a holistic conceptual model for assessing user engagement and purchase intention. Through empirical quantitative data collection and analysis, the study aims to contribute to the nascent theoretical foundations of social commerce, particularly by integrating and validating a range of social media and sociocultural factors. There is also a strong potential for practical contributions in promoting inclusivity and democratization through social commerce. Collapse

Semantic filters: marketing theory

Topics: social commerce social media privacy data quality perceived usefulness

Methods: structural equation modeling partial least squares regression conceptual modelling

Theories: technology acceptance model technology acceptance theory marketing theory theory of task technology fit
Mining longitudinal user sessions with deep learning to extend the boundary of consumer priming
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2022 | Decision Support Systems | Citations: 0
Authors: Cheng, Li-Chen; Chen, Kuanchin

Abstract: Priming is challenging when consumers start shortlisting products before the fin ... Expand

Abstract: Priming is challenging when consumers start shortlisting products before the final purchase. This is because this shortlisting process is performed in multiple user sessions online across time, the shortlist does not stay as a static list, and product comparison in this stage uses the heuristics internal to individual consumers. The goal of this study is two folds: (1) to approximate user heuristics after B&B product shortlisting using NLP and deep learning techniques, and (2) to identify optimized deep learning models for the representation of key elements of con sumer heuristics. This offers an extension of the priming theory into product comparison and shortlisting stages that were traditionally difficult for marketers to tap into. By analyzing the B&B product information repeated visited in user sessions, the formation of shortlists is identified and products in the shortlists can then be compared. Subsequent priming and promotions can therefore be performed closer to the actual purchase. Our study also provides marketers keywords and their associated activated words relevant for crafting marketing messages. As these activation words are extracted from the B&B sites and product reviews that the users had visited repeatedly in long-term tracking sessions, they are analogous to effects produced from user participatory design, an approach popular in the IT world. Our work shows that opportunities for marketing decision support, especially into the shortlisting phase, are now possible through machine learning techniques. Both theoretical and practical implications are provided. Collapse

Semantic filters: marketing theory

Topics: recommender system marketing management user behavior word of mouth online word of mouth

Methods: deep learning natural language processing doc2vec BERT product review

Theories: marketing theory
Assessing Consumers’ Co‐production and Future Participation On Value Co‐creation and Business Benefit: an F-P-C-B Model Perspective
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2022 | Information Systems Frontiers | Citations: 0
Authors: Chatterjee, Sheshadri; Rana, Nripendra P.; Dwivedi, Yogesh K.

Abstract: Co-production and active participation of the consumers are considered to have e ... Expand

Abstract: Co-production and active participation of the consumers are considered to have enhanced the value co-creation activities that would ensure business benefits of a firm. The marketing literature available does not explicitly explain the philosophy that would motivate the consumers to help to increase values for co-creation activities. In this context, attempts have been made to identify the factors that would impact on co-production and consumers’ participation to co-create values. By studying literature and theories such as theory of co-creation, theory of value creation, information processing theory, marketing theory and expectancy value theory, a conceptual model called F-P-C-B (Future Participation (F) - Co-production (P) - Co-creation (C) - Business Benefit (B)) has been developed along with nine hypotheses. The data was from 362 respondents in India and the model was tested using PLS based analysis. The study shows that it is important for the firms to shift from product-oriented activities to customer-related strategies. It is also found that for obtaining more profitability and better business results, customers should be involved in business activities by way of involving in co-design, idea generation, and other relevant activities of the firms. Moreover, the study highlights that knowledge sharing between the customers and the firm authorities ensures better business values. Collapse

Semantic filters: marketing theory

Topics: participatory design LinkedIn electronic mail Instagram Facebook

Methods: design methodology survey partial least squares regression partial least squares path modeling conceptual modelling

Theories: information processing theory expectancy–value theory marketing theory
The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms
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2021 | International Journal of Information Management | Citations: 23
Authors: Kang, Kai; Lu, Jinxuan; Guo, Lingyun; Li, Wenlu

Abstract: Interactivity, which is a key characteristic of the live streaming commerce envi ... Expand

Abstract: Interactivity, which is a key characteristic of the live streaming commerce environment, fosters users’ active attitudes and behaviors in communications and transactions. However, the literature on live streaming com merce, is scarce, and few studies examine how interactivity influences customers’ non-transactional behaviors from a dynamic perspective. In this setting, based on the stimulus-organism-response (S-O-R) framework, we developed a research model using real-time data to investigate the dynamic effect of interactivity on customer engagement behavior through tie strength in live streaming commerce, which is a relatively new derivative of social commerce. This study developed a text mining method to quantify constructs using a large-scale sample of 3,500,445 online review texts. Our empirical study found that interactivity has a curvilinear relationship with customer engagement behavior. Besides, tie strength plays an intermediary role between interactivity and customer engagement behavior. It was further observed that both tenure of membership and popularity have an important moderating relationship between interactivity and tie strength. The study enriches the relationship marketing theory and live streaming commerce literature. Moreover, this study is one of the first studies to use real-time online data for live streaming commerce research. Collapse

Semantic filters: marketing theory

Topics: personalization usability online review big data email spam

Methods: natural language processing word2vec conceptual modelling part of speech tagging survey

Theories: marketing theory
Signals for Venture Performance After Initial Coin Offerings: the Role of Proceeds Allocation to Marketing and Market Orientation

2021 | International Conference on Information Systems | Citations: 3
Authors: Schaefer, Christian; Kindermann, Bastian; Strese, Steffen

Abstract: The emergence of blockchain technology has enabled the development of initial c ... Expand

Abstract: The emergence of blockchain technology has enabled the development of initial coin offerings (ICOs), an unprecedented funding model that disrupts established business models, but involves high information asymmetries. Recent studies find that the voluntary disclosure of costless information during an ICO represents a signal of higher venture quality. Yet, ventures may also disclose signals that might indicate a lack of strategic focus if not set in the proper context. For instance, by means of the issued utility tokens, ventures acquire initial customers and create brand awareness, which raises the question why additional marketing investments should be signaled. We find that while isolated pre-ICO signals on higher planned marketing investments relate negatively to post-ICO venture performance, signal consistency has the potential to reverse this effect. Collapse

Semantic filters: marketing theory

Topics: marketing management database system blockchain cryptocurrency business model

Methods: regression analysis method theory development longitudinal research

Theories: signaling theory resource based view of the firm marketing theory
Predicting Store Closures Using Urban Mobility Data and Network Analysis

2021 | International Conference on Information Systems | Citations: 0
Authors: Shoshani, Tal; Zubcsek, Peter Pal; Reichman, Shachar

Abstract: In this paper, we show how retailers can use consumer mobility data to assess t ... Expand

Abstract: In this paper, we show how retailers can use consumer mobility data to assess the relative performance of each store within their network. We use mobile location data from over 5M devices in Manhattan, NY to construct a weighted network of Starbucks stores as nodes, with the edge weights between any two stores reflecting both the overlap between the customers of as well as the distance between the stores. We then compute network centrality measures to capture consumption dynamics in the network. Finally, we employ these variables to train machine learning models predicting whether or not each store closed down during the 20 months following our observation period. Our findings indicate that including network centrality measures derived from urban mobility data using our methods can lead to a better identification of underperforming stores in a retailer's network, revealed by subsequent store closure decisions. Collapse

Semantic filters: marketing theory

Topics: geographic information system shapley additive explanation Google+ pandemic financial performance

Methods: machine learning computational algorithm gradient boosting geographic analytics logistic regression

Theories: game theory marketing theory
Design Principles for Robust Fraud Detection: The Case of Stock Market Manipulations
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2021 | Journal of the Association for Information Systems | Citations: 11
Authors: Siering, Michael; Muntermann, Jan; Grčar, Miha

Abstract: We address the challenge of building an automated fraud detection system with ro ... Expand

Abstract: We address the challenge of building an automated fraud detection system with robust classifiers that mitigate countermeasures from fraudsters in the field of information-based securities fraud. Our work involves developing design principles for robust fraud detection systems and presenting corresponding design features. We adopt an instrumentalist perspective that relies on theory-based linguistic features and ensemble learning concepts as justificatory knowledge for building robust classifiers. We perform a naive evaluation that assesses the classifiers’ performance to identify suspicious stock recommendations, and a robustness evaluation with a simulation that demonstrates a response to fraudster countermeasures. The results indicate that the use of theory-based linguistic features and ensemble learning can significantly increase the robustness of classifiers and contribute to the effectiveness of robust fraud detection. We discuss implications for supervisory authorities, industry, and individual users. Collapse

Semantic filters: marketing theory

Topics: fraud detection marketing management problem solving advertising management evaluation criteria

Methods: design principle design requirement ensemble learning machine learning kernel theory

Theories: marketing theory
Examining the impact of intangible product features and e-commerce institutional mechanics on consumer trust and repurchase intention
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2021 | Electronic Markets | Citations: 0
Authors: Tandon, Urvashi; Mittal, Amit; Manohar, Sridhar

Abstract: The present study examines virtual try-on technology (VTO), return policies, pay ... Expand

Abstract: The present study examines virtual try-on technology (VTO), return policies, pay-on-delivery (POD) mode of payment, vendor-specific guarantees, and free shipping policy of online retailers as antecedents of trust. The study also examines the role of perceived effectiveness of e-commerce institutional mechanisms (PEEIM) as a moderator between repurchase intention and trust. Data were collected through an online survey. The link to the questionnaire for the online survey was shared on different social media platforms and social networking sites. A total of 614 responses were considered for the study. Results revealed that return policies, POD mode of payment, free shipping policy, and VTO technology emerged significant predictors of trust. Surprisingly, vendor-specific guarantee had a negative relationship with trust. Trust, in turn, influenced repurchase intention. Considering the trust and survey responses, the results confirmed that PEEIM negatively moderates the relationship between trust and repurchase intention. This study contributes to the literature by empirically validating the impact of return policies, VTO technology, POD mode of payment, free shipping policies, and vendor-specific guarantees on trust. Most of these constructs have been analyzed as solitary constructs. In this study, the impact of these constructs is measured collectively, thereby indicating their importance as compared with other policies implemented by an online retailer. This is a first-of-its-kind study that validates the policies of online retailers in the Indian context. Collapse

Semantic filters: marketing theory

Topics: electronic commerce website information system use accounting electronic market

Methods: survey SEM tool data transformation structural equation modeling mixed method

Theories: marketing theory signaling theory uses and gratification theory

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Found 53 articles

Strategic Investments for Platform Launch and Ecosystem Growth: A Dynamic Analysis

Understanding active participation of online dating services: A mixed methods study

Social Commerce in Qatar: A Holistic Framework for Modeling Engagement

Mining longitudinal user sessions with deep learning to extend the boundary of consumer priming

Assessing Consumers’ Co‐production and Future Participation On Value Co‐creation and Business Benefit: an F-P-C-B Model Perspective

The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms

Signals for Venture Performance After Initial Coin Offerings: the Role of Proceeds Allocation to Marketing and Market Orientation

Predicting Store Closures Using Urban Mobility Data and Network Analysis

Design Principles for Robust Fraud Detection: The Case of Stock Market Manipulations

Examining the impact of intangible product features and e-commerce institutional mechanics on consumer trust and repurchase intention