Australasian Marketing Journal最新文献

Enhancing Equity in Australian Higher Education Using Fuzzy Trace Theory 利用模糊轨迹理论加强澳大利亚高等教育的公平性

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Australasian Marketing Journal Pub Date : 2023-12-29 DOI: 10.1177/14413582231217290

Courtney Geritz, M. Raciti

{"title":"Enhancing Equity in Australian Higher Education Using Fuzzy Trace Theory","authors":"Courtney Geritz, M. Raciti","doi":"10.1177/14413582231217290","DOIUrl":"https://doi.org/10.1177/14413582231217290","url":null,"abstract":"Australian higher education is unequal, with regional and remote students under-represented and less likely to succeed at university despite decades of policy initiatives. Regional and remote communities are diverse, requiring tailored marketing communications to improve their university participation and experience. There is often a considerable gap between pre-commencement expectations and perceived experiences of first-year, first-time (FYFT) students. The purpose of this research is to better understand how the pre-commencement expectations of FYFT regional university students are influenced by Fuzzy Trace Theory’s (FTT) gist mental representations and the influence this has on their satisfaction. This study qualitatively explores a theoretical framework linking FTT with expectations, cognitive dissonance, action/inaction responses and satisfaction. The five identified insights were pre-commencement expectations for (1) micro-cohort connections, (2) macro-cohort connections and (3) recreational connections that, when not met, led to FYFT regional university students’ (4) responding with action or inaction, or both; with (5) action responses leading to increased satisfaction and inaction responses leading to decreased satisfaction. This research is novel, exploring and establishing the influence of FTT gist representations on FYFT regional university students’ pre-commencement expectation development to help address educational inequality. These findings confirm the powerful influence university marketing communications have on underrepresented groups.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":" 6","pages":""},"PeriodicalIF":6.0,"publicationDate":"2023-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139143513","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Simplifying Sentiment Analysis on Social Media: A Step-by-Step Approach 简化社交媒体上的情感分析：循序渐进的方法

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Australasian Marketing Journal Pub Date : 2023-12-29 DOI: 10.1177/14413582231217126

X. Chau, Thanh Toan Nguyen, Jun Jo, S. Quach, L. Ngo, H. Pham, Park Thaichon

{"title":"Simplifying Sentiment Analysis on Social Media: A Step-by-Step Approach","authors":"X. Chau, Thanh Toan Nguyen, Jun Jo, S. Quach, L. Ngo, H. Pham, Park Thaichon","doi":"10.1177/14413582231217126","DOIUrl":"https://doi.org/10.1177/14413582231217126","url":null,"abstract":"This tutorial presents a systematic guide to performing sentiment analysis on social media data, designed to be accessible to researchers and marketers with varying levels of data science expertise. We prioritise open science by providing comprehensive resources, including self-collected data, source code and guidelines, facilitating result reproduction. For marketing and business researchers without programming experience, this tutorial offers a robust resource for conducting sentiment analysis. Experienced data scientists can use it as a reference for evaluating cutting-edge approaches and streamlining the sentiment analysis process. Our work stands out in its unique perspective on the challenges and opportunities of sentiment analysis within the social media data domain. We delve into the potential of sentiment analysis for social media marketing, offering practical guidance and best practices for enhancing brand reputation and customer engagement. Notably, this tutorial advances beyond previous studies by comprehensively comparing a wide range of sentiment analysis methods, including state-of-the-art transfer learning approaches, filling a critical gap in the existing literature. Our commitment to transparency underscores our contribution, as we provide all necessary resources for result reproducibility. We make our resources available at the following address: https://tinyurl.com/SentimentTutorial .","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"8 8","pages":""},"PeriodicalIF":6.0,"publicationDate":"2023-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139145373","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Engaging Robo-advisors in Financial Advisory Services: The Role of Psychological Comfort and Client Psychological Characteristics 机器人顾问在财务咨询服务中的作用:心理舒适和客户心理特征

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Australasian Marketing Journal Pub Date : 2023-08-30 DOI: 10.1177/14413582231195990

Rawi Roongruangsee, P. Patterson

{"title":"Engaging Robo-advisors in Financial Advisory Services: The Role of Psychological Comfort and Client Psychological Characteristics","authors":"Rawi Roongruangsee, P. Patterson","doi":"10.1177/14413582231195990","DOIUrl":"https://doi.org/10.1177/14413582231195990","url":null,"abstract":"Robo-advisor is an artificial intelligence (AI) driven professional financial service that suggests financial portfolios and offers personalised investment recommendations to clients. Since the services are high in credence properties where financial results only become manifest over time and clients typically have difficulty assessing outcomes even after consumption, client psychological comfort is vital for service adoption. Drawing on the unified theory of acceptance and use of technology (UTAUT), information economic theory and the self-service technology (SST) literature, this study investigates a mediating role of psychological comfort, antecedents of psychological comfort and possible boundary conditions. Thailand (an emerging economy with sophisticated financial systems) was selected as our research context. Data were collected through a mixed method approach involving in-depth interviews with investors followed by a structured survey administered to 548 current and potential investors. The findings revealed clients’ key psychological characteristics (performance expectations, suspicion of human financial advisors) and boundary conditions that drive psychological comfort. Performance expectations and suspicion of human advisors are associated with psychological comfort, which subsequently fosters intentions to use and percentage of investment through robo-advisors. Client confidence in ability to search for financial information and need for human interaction have small but distinct moderating effects. This study extends the SST adoption and AI-enabled professional service literature. It reveals psychological comfort as a key mediator between client psychological characteristics and robo-advisors usage.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":" ","pages":""},"PeriodicalIF":6.0,"publicationDate":"2023-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44058214","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Why do Consumers Forgive Online Travel Agencies? A Multi-study Approach 为什么消费者会原谅在线旅行社?多研究方法

IF 6

Australasian Marketing Journal Pub Date : 2023-08-18 DOI: 10.1177/14413582231194071

Aman Kumar, Amit Shankar

{"title":"Why do Consumers Forgive Online Travel Agencies? A Multi-study Approach","authors":"Aman Kumar, Amit Shankar","doi":"10.1177/14413582231194071","DOIUrl":"https://doi.org/10.1177/14413582231194071","url":null,"abstract":"This paper investigates how consumers respond to online recovery strategies in response to a service failure in the online travel agencies (OTA) context. The study also examines the role of justice and forgiveness in the online service recovery process. Firstly, a qualitative study was employed to explore the predominant strategies exercised by the service providers. Further, we collect the data from a survey ( n = 335) using an online questionnaire about service failure in the OTA context to examine the proposed relationship based on Stimulus–Organism–Response (S-O-R) framework and Justice theory. The data was analysed using CB-SEM and fsQCA. Results show that response speed, explanation, courtesy and problem-solving are crucial online recovery strategies. Results also highlighted that consumers’ perceived justice and forgiveness play a crucial role in the online recovery process. The fsQCA results showed that five solutions (i.e. various combinations of causal antecedents) could facilitate the formation of repatronage intention. Our study enriches service failure literature. Our findings may help online travel agents design suitable strategies to reduce the negative effect of service failure on their customers.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":" ","pages":""},"PeriodicalIF":6.0,"publicationDate":"2023-08-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47468897","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 3

In-Store Communications: Understanding the Mundane, the Bright Sides, and the Unexpected 店内沟通:了解平凡，光明的一面，和意想不到的

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Australasian Marketing Journal Pub Date : 2023-08-04 DOI: 10.1177/14413582231189896

Anne L. Roggeveen, Elisa B. Schweiger, Dhruv Grewal

引用次数: 1

Neuroscientific Research Methods and Techniques in Consumer Research 消费者研究中的神经科学研究方法和技术

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Australasian Marketing Journal Pub Date : 2023-08-01 DOI: 10.1177/14413582221085321

Yunen Zhang, Park Thaichon, Wei Shao

{"title":"Neuroscientific Research Methods and Techniques in Consumer Research","authors":"Yunen Zhang, Park Thaichon, Wei Shao","doi":"10.1177/14413582221085321","DOIUrl":"https://doi.org/10.1177/14413582221085321","url":null,"abstract":"The application of neurophysiological techniques to marketing and consumer research has seen tremendous growth in recent years. To provide a comprehensive overview of neuroscientific methods, the authors first review extant conceptual and empirical studies on neuromarketing and consumer neuroscience, based on these the rationale, features, and applications of neuroscientific techniques are systematically summarized. Next, the authors discuss how neurophysiological methods were applied to the research on customers’ cognition, emotion, and behavioral responses to marketing stimuli, and illustrate how neuromarketing studies extend the knowledge boundary and contribute to marketing theories and practices. The limitations of current neuromarketing tools, studies, and methodology are concluded as well, and future directions are presented accordingly. This paper contributes to the literature by offering a clear research insight into the application of neurophysiological methods. By articulating principles, methods, contributions, and directions of neuromarketing, this paper may benefit the development of neuroscientific tools being a more well-established and commonly used marketing research approach and offers a guide to scholars who are dedicated to consumer neuroscience research.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"31 1","pages":"211 - 227"},"PeriodicalIF":6.0,"publicationDate":"2023-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41603541","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Digital Inclusion in Later Life: Older Adults’ Socialisation Processes in Learning and Using Technology 晚年生活中的数字包容:老年人在学习和使用技术方面的社会化过程

IF 6

Australasian Marketing Journal Pub Date : 2023-07-22 DOI: 10.1177/14413582231187652

T. Aleti, B. Figueiredo, Diane M. Martin, M. Reid

引用次数: 1

Developing a Framework of Sustainable Consumption in Retailing Contexts 在零售环境下发展可持续消费框架

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Australasian Marketing Journal Pub Date : 2023-07-20 DOI: 10.1177/14413582231185361

Victor Saha, Charles Jebarajakirthy, Naman Sreen, Praveen Goyal, Venkatesh Mani, S. Deshpande

引用次数: 0

The Effects of Anthropomorphised Virtual Conversational Assistants on Consumer Engagement and Trust During Service Encounters 拟人化虚拟会话助理对服务接触中消费者参与度和信任度的影响

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Australasian Marketing Journal Pub Date : 2023-06-19 DOI: 10.1177/14413582231181140

Arezoo Fakhimi, T. Garry, Sergio Biggemann

引用次数: 1

Is Australia Ready for Autonomous Vehicles? Examining the Factors Influencing AV Adoption through Expert Interviews 澳大利亚准备好迎接自动驾驶汽车了吗?通过专家访谈探讨影响自动驾驶汽车采用的因素

IF 6

Australasian Marketing Journal Pub Date : 2023-06-07 DOI: 10.1177/14413582231175152

Wesley Lim, Sean Lee, B. Sung, Sophie Cronin

{"title":"Is Australia Ready for Autonomous Vehicles? Examining the Factors Influencing AV Adoption through Expert Interviews","authors":"Wesley Lim, Sean Lee, B. Sung, Sophie Cronin","doi":"10.1177/14413582231175152","DOIUrl":"https://doi.org/10.1177/14413582231175152","url":null,"abstract":"As Autonomous Vehicles (AVs) on public roads today becomes an increasingly realistic possibility, there is growing need to better understand the factors that will facilitate their successful introduction. This study focuses specifically on Australia and investigates various micro and macro environmental factors that may either hinder or support their adoption in the country. The study comprised 18 in-depth interviews with experts from both the public and private sectors who possess direct experience working with AVs. These experts provided valuable insights into several areas, including the legislation and regulations governing AV use, the technical and infrastructure requirements necessary for safe operation on public roads, and the importance of public sentiment in driving AV adoption and introduction. Based on the study’s findings, an integrated framework has been developed to identify and classify the key factors related to AV adoption, as well as their interrelatedness with each other. This framework seeks to guide the development of national strategies to accommodate the necessary political, legal, and social adjustments required for the successful implementation of AVs.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"1 1","pages":""},"PeriodicalIF":6.0,"publicationDate":"2023-06-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41493525","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1