Technical, Strategic, and Cultural Bottlenecks of Born-Global-Digital Firms

2023 | HICSS | Citations: 0

Authors: Fraccastoro, Sara; Ojala, Arto; Gabrielsson, Mika

Abstract: A born-global-digital firm belongs to the group of firms that apply and develop ... Expand

Abstract: A born-global-digital firm belongs to the group of firms that apply and develop digital technologies to achieve early internationalization. However, there might be different types of bottlenecks related to foreign market entries and the development of digital services affecting those markets that limit such firms’ global activities. In this work, we divide these bottlenecks into technical, strategic, and cultural forms. This multi-case study examines the impact of those bottlenecks and how that might be overcome. We provide practical and theoretical alternatives to bypass the impediments created by the bottlenecks. Collapse

Topics: digital service marketing management social media website digital product

Methods: qualitative interview case study longitudinal research design artifact personal interview

Extended Generativity Theory on Digital Platforms

2023 | Information Systems Research | Citations: 2

Authors: Fürstenau, Daniel; Baiyere, Abayomi; Schewina, Kai; Schulte-Althoff, Matthias; Rothe, Hannes

Abstract: The assumption that generativity engenders unbounded growth has acquired an almo ... Expand

Abstract: The assumption that generativity engenders unbounded growth has acquired an almost taken-for-granted position in information systems and management literature. Against this premise, we examine the relationship between generativity and user base growth in the context of a digital platform. To do this, we synthesize the literature on generativity into two views, social interaction (expansion of ecosystem boundaries) and product view (expansion of product boundaries), that jointly and individually relate to user base growth. Both views help us explain how opening a platform relates to the emergence and resolution of conflicting expectations in a platform ecosystem that result in new functions and expanded use. We adopt a panel vector autoregressive approach combining data from six large transaction platforms that engaged with open-source developer communities. We found that the dominant narrative of generativity engendering growth, although generally supported by our analysis, obscures the fact that the inverse is also true; that is, growth can lead to expansion of product boundaries (inverse generativity) and that generativity can be bounded; that is, growth can stabilize ecosystem boundaries (bounded generativity). Against this background, we propose an extended generativity theory that presents generativity and growth in an integrative view and raises awareness about the limitations of the “unbounded growth” claim. We conclude that there is value in separating the two views of generativity conceptually and analytically, along with their relationship to user base growth, and we call for research on the pathways through which generativity produces growth. History: Ola Henfridsson, Senior Editor; Robert Wayne Gregory, Associate Editor. Collapse

Topics: digital platform innovation management open source electronic commerce accounting

Methods: longitudinal research Granger causality time series analysis Student's t-test parametric test

Search engine marketing is not all gold: Insights from Twitter and SEOClerks

2018 | International Journal of Information Management | Citations: 54

Authors: Aswani, Reema; Kar, Arpan Kumar; Ilavarasan, P. Vigneswara; Dwivedi, Yogesh K.

Abstract: The study highlights how digital marketing is often detrimental, when it is done ... Expand

Abstract: The study highlights how digital marketing is often detrimental, when it is done by unskilled service providers. It highlights how the hyped services of search engine marketing (SEM) are not as successful as they seem to be and sometimes affect firms negatively. This study uses social media analytics to derive insights from Twitter using descriptive, content and network analytics. Methods like hashtag analysis, polarity and emotion analysis, word analysis, topic modeling and other relevant approaches have been used to mine user generated content. A qualitative case study on an e-market is used for validation of findings. SEM services provided by small organizations and freelancers are not as beneficial as the ones by established players. The services provided by these firms proved detrimental for the customers based on user experiences surrounding these services in the social media and forum specific discussions. This study highlights how SEM often not only fails to provide benefits but also destructs value if not done properly. Transaction costs like agency problems, coordination costs, loss of noncontractible value and cost of fit are also identified with potential fallouts which affect the long-term benefits. Inputs will be beneficial to practice in planning SEM and outsourcing. Collapse

Topics: Twitter marketing management social media electronic market search engine

Methods: structural equation modeling case study qualitative content analysis descriptive statistic survey

Theories: transaction cost economics

Examining the Impact of Keyword Ambiguity on Search Advertising Performance: A Topic Model Approach

2018 | Management Information Systems Quarterly | Citations: 0

Authors: Jing Gong; Abhishek, Vibhanshu; Beibei Li

Abstract: In this paper, we explore how keyword ambiguity can affect search advertising pe ... Expand

Abstract: In this paper, we explore how keyword ambiguity can affect search advertising performance. Consumers arrive at search engines with diverse interests, which are often unobserved and nontrivial to predict. The search interests of different consumers may vary even when they are searching using the same keyword. In our study, we propose an automatic way of examining keyword ambiguity based on probabilistic topic models from machine learning and computational linguistics. We examine the effect of keyword ambiguity on keyword performance using a hierarchical Bayesian approach that allows for topic-specific effects and nonlinear position effects, and jointly models click-through rate (CTR) and ad position (rank). We validate our study using a novel data set from a major search engine that contains information on consumer click activities for 2,625 distinct keywords across multiple product categories from 10,000 impressions. We find that consumer click behavior varies significantly across keywords, and such variation can be partially explained by keyword ambiguity. Specifically, higher keyword ambiguity is associated with higher CTR on top-positioned ads, but also a faster decay in CTR with screen position. Therefore, the overall effect of keyword ambiguity on CTR varies across positions. Our study provides implications for advertisers to improve the prediction of keyword performance by taking into account keyword ambiguity and other semantic characteristics of keywords. It can also help search engines design keyword planning tools to aid advertisers when choosing potential keywords. Collapse

Topics: search engine search engine marketing Google+ geographic information system anonymity

Methods: topic model machine learning natural language processing Gibbs sampling robustness check

CLICKSTREAM DATA AS A SOURCE TO UNCOVER CON-SUMER SHOPPING TYPES IN A LARGE-SCALE ONLINE SETTING

2016 | European Conference On Information Systems | Citations: 0

Authors: Schellong, Daniel; Kemper, Jan; Brettel, Malte

Abstract: Today’s technological advancements enable marketers to track consumer touch poin ... Expand

Abstract: Today’s technological advancements enable marketers to track consumer touch points in great detail. We analyze the users’ sequence of visits to a website (off-site clickstreams) as it gives insights into the overall decision-making process of consumers on their path to purchase or non-purchase. We show that search patterns based on the online advertising channel choice discloses specific shopping types. Operationalizing search behavior as navigational or informational based on information retrieval research and the level of consumer involvement; we use k-means clustering to categorize search patterns as Buying, Searching, Browsing or Bouncing. Our typology is based on a unique and comprehensive dataset from a leading European fashion e-commerce company and includes a total of almost 30 million clickstream journeys based on over 80 million lines of clicks from 11 advertising channels. This paper is the first to link the off-site online channel journey of consumers with their underlying search patterns to establish a typology of search types in a large-scale setting. Understanding the nature and characteristics of online consumer search and its implications for consideration and choice is also of high importance from a managerial perspective as our results offer e-marketers the ability to make inferences for automated marketing system decision-making. Collapse

Topics: electronic commerce advertising management information retrieval website consumer behavior

Methods: cluster analysis k-means clustering structural equation modeling descriptive statistic Kruskal Wallis test

Theories: involvement theory

Enhancing Predictive Analytics for Anti-Phishing by Exploiting Website Genre Information

2015 | Journal of Management Information Systems | Citations: 0

Authors: Abbasi, Ahmed; Zahedi, Fatemeh “Mariam”; Zeng, Daniel; Chen, Yan; Chen, Hsinchun; Jr, Jay F. Nunamaker

Abstract: Phishing websites continue to successfully exploit user vulnerabilities in house ... Expand

Abstract: Phishing websites continue to successfully exploit user vulnerabilities in household and enterprise settings. Existing anti-phishing tools lack the accuracy and generalizability needed to protect Internet users and organizations from the myriad of attacks encountered daily. Consequently, users often disregard these tools’ warnings. In this study, using a design science approach, we propose a novel method for detecting phishing websites. By adopting a genre theoretic perspective, the proposed genre tree kernel method utilizes fraud cues that are associated with differences in purpose between legitimate and phishing websites, manifested through genre composition and design structure, resulting in enhanced anti-phishing capabilities. To evaluate the genre tree kernel method, a series of experiments were conducted on a testbed encompassing thousands of legitimate and phishing websites. The results revealed that the proposed method provided significantly better detection capabilities than state-of-the-art anti-phishing methods. An additional experiment demonstrated the effectiveness of the genre tree kernel technique in user settings; users utilizing the method were able to better identify and avoid phishing websites, and were consequently less likely to transact with them. Given the extensive monetary and social ramifications associated with phishing, the results have important implications for future anti-phishing strategies. More broadly, the results underscore the importance of considering intention/purpose as a critical dimension for automated credibility assessment: focusing not only on the “what” but rather on operationalizing the “why” into salient detection cues. Collapse

Topics: phishing website website phishing search engine web page

Methods: experiment ablation analysis design science decision tree classification classification method

Buying under Pressure: Purchase Pressure Cues and their Effects on Online Buying Decisions

2015 | International Conference on Information Systems | Citations: 30

Authors: Amirpur, Miglena; Benlian, Alexander

Abstract: Although purchase pressure cues (PPC) that signal limited time (LT) or limited p ... Expand

Abstract: Although purchase pressure cues (PPC) that signal limited time (LT) or limited product availability (LPA) are widely used features on e-commerce websites to boost sales, research on whether and why PPCs affect consumers’ purchase choice in online settings has remained largely unexplored. Drawing on the Stimulus-OrganismResponse (S-O-R) model, consumer decision-making literature, and prospect theory, we conducted a controlled lab experiment with 121 subjects in the context of Deal-ofthe-Day (DoD) platforms. We demonstrate that while LT pressure cues significantly increase deal choice, LPA pressure cues have no distinct influence on it. Furthermore, our results show that perceived stress and perceived product value serve as two serial mediators explaining the theoretical mechanism of why LT pressure cues affect deal choice. Complementary to these results, we provide evidence that higher perceived stress is accompanied by significant changes in consumers’ physiological arousal. Further theoretical and practical implications of our findings are discussed. Collapse

Topics: website electronic commerce decision making web page search engine

Methods: experiment laboratory experiment experimental group electrocardiography chi squared test

Theories: prospect theory loss aversion

The moderating effects of keyword competition on the determinants of ad position in sponsored search advertising

2015 | Decision Support Systems | Citations: 1

Authors: Ayanso, Anteneh; Karimi, Armin

Abstract: This study uses a unique cross-sectional dataset of the top 500 internet retaile ... Expand

Abstract: This study uses a unique cross-sectional dataset of the top 500 internet retailers in North America and empirically investigates the moderating effects of keyword competition on the relationship between ad position and its determinants in the sponsored search market. The study draws on the literature in keyword auction design, search advertising performance, and consumer search behavior as the theoretical foundation. The study finds a significant variation in the role of keyword competition for web-only versus multi-channel retailers. Specifically, this study finds that keyword competition has a significant moderating effect only for multi-channel retailers. The empirical analysis also indicates that the position of ads for web-only retailers is dependent on bid values and ad relevancy factors, whereas multi-channel retailers are more reliant on their bid values. We discuss the implications of these results in light of the increased popularity of sponsored search advertising in recent years. Collapse

Topics: search engine search engine marketing advertising management electronic commerce search engine optimization

Methods: cross sectional research multiple regression statistical hypothesis test longitudinal research regression analysis method

Crowdfunding Success: A Perspective from Social Media and E-Commerce

2015 | International Conference on Information Systems | Citations: 0

Authors: Beier, Michael; Wagner, Kerstin

Abstract: Crowdfunding as a new way of financing in the web 2.0 has increased over the las ... Expand

Abstract: Crowdfunding as a new way of financing in the web 2.0 has increased over the last years, but only little is known how project initiators increase their chances of successful fundraising through on-page and off-page communication activities. Using a dataset of 740 projects published on one of the dominant crowdfunding platforms in Switzerland, we test communication-related determinants of fundraising success in terms of (1) number of donations (2) average amount of donations and (3) total campaign success. Our results show that high media richness in the project presentation and a high frequency of project updates leverage fundraising success. In contrast, no beneficial effects of the simple application of social media channels could be observed. The implications for research on crowdfunding and practice are discussed. Collapse

Topics: crowdsourcing crowdfunding social media usability media richness

Methods: regression analysis method statistical hypothesis test descriptive statistic linear regression analysis

Quality of health-related online search results

2014 | Decision Support Systems | Citations: 0

Authors: Kitchens, Brent; Harle, Christopher A.; Li, Shengli

Abstract: Consumers are increasingly searching for health information online and using tha ... Expand

Abstract: Consumers are increasingly searching for health information online and using that information to inform their decisions and behavior. Because the negative consequences of basing decisions on inaccurate or untrustworthy health information may be particularly serious, it is important to understand the quality of online health information. This study empirically investigates the quality of health information that is returned by popular search engines when queried using a large, comprehensive set of health-related search terms. Findings indicate that a majority of such information returned by popular search engines is of a high quality but quality levels vary across different health topic areas. In particular, searches for terms related to preventive health and social health issues tend to produce lower quality results than terms related to diagnosis and treatment of physical disease or injury. While the overall prevalence of high quality information is greater than that of low quality, the observed variance across health-related terms has important implications for consumers, policy makers, health information providers, and search engines. Collapse

Topics: website search engine healthcare data Google+ data accuracy

Methods: parametric test statistical hypothesis test ANOVA natural language processing