Association of Marketing Theory and Practice Proceedings 2015
 

Title

An Assessment of Consumers’ Perceptions of the Effectiveness of Emerging Technology-Based Marketing Strategies

Document Type

Conference Proceeding

Conference Track

Marketing Management/ Strategy/ Branding

Publication Date

2015

Abstract

A national sample of 967 adult residents of the United States provided their perspectives regarding their perceptions of the effectiveness of 20 technology-based business initiatives. These actions are either businesses’ responses to technology or they represent ways in which technology has been incorporated as part of an organization’s marketing strategy. Fully 15 of the 20 technology-driven actions were deemed to be effective by the respondents with the most effective indicated to be one- to-one marketing using customer loyalty cards, followed by self-service checkouts, and the use of mobile apps on smartphones to convey information to consumers. Most ineffective were the use of spam to disseminate marketing messages, charging fees to try on clothes to discourage showrooming, and the use of omnipresent logos known as bugs on TV. Of the 20 actions, 19 were related to between one and four of the seven demographic variables used in this study with age and ethnicity exhibiting the greatest influence whereas the respondents’ number of children exhibited the least influence. Factor Analysis identified three latent sub-dimensions: involvement, tracking, and directed initiatives.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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