nep-mkt New Economics Papers
on Marketing
Issue of 2019‒09‒02
six papers chosen by
Marco Novarese
Università del Piemonte Orientale
  1. How Banned Brands Come To Light: A Content Analysis on Stealth Marketing Cases From Turkey By Zöhre Akyol; Mehmet Tokatl?
  2. German consumers’ preference and planned behavior for animal welfare labelled cured ham: An integrated latent choice model By Yeh, Ching-Hua; Hartmann, Monika
  3. Impact of a “Point-of-Purchase Nudge” on Fruit and Vegetable Consumption: Evidence from Supermarket Experiment By Kim, Sanghyo; Hong, Yeon A
  4. Measuring exaggeration bias in a contingent valuation study conducted in a retail environment By Berning, Joshua P.; Campbell, Benjamin L.
  5. Public evaluation of organic food standards: Knowledge and preference for selective control features By Risius, Antje; Spiller, Achim
  6. Challenges and Opportunities in the Future Applications of IoT Technology By Attia, Tarek M.
  1. By: Zöhre Akyol (Ege University); Mehmet Tokatl? (Ege University)
    Abstract: Changing marketing practices, legal regulations and new media channels push brands to use different marketing tactics. In all changing marketing tactics, stealth marketing shines out due to restrictive law that forbids some brands and sectors to run a marketing campaign in Turkey. As a term stealth marketing is a technique to deliver the brand's message to the people who should not realize the message is received as a marketing or sales purpose. In this way, brands are able to deliver desired messages for their target publics without getting caught by any restrictive laws. As the main channel to be used under this purpose is social media that shines out compared to traditional. The main reason for that is when traditional media is easy to control by the laws but social media doesn't. In this paper, we made a research about how these banned brands run a stealth marketing campaign in Turkey. Three brands that run a clear stealth marketing campaign from the alcoholic beverages sector are chosen and their campaign and it's social media site (Instagram) are analyzed with content analysis method for six months of duration. Analyzes show that brands use made up names and identities for running their campaigns to avoid getting caught from laws. Also, it is clear that all made up names that brands use have very similar corporate identities with the original brand. According to social media analyzes, storytelling shines out as a main structure of brands use in their Instagram posts and creating an interaction is also shines out as the main strategy that brands use in their stealth marketing campaigns.
    Keywords: Stealth marketing, Turkey, Alcohol Brands
    JEL: M31
    Date: 2019–07
    URL: http://d.repec.org/n?u=RePEc:sek:ibmpro:8511442&r=all
  2. By: Yeh, Ching-Hua; Hartmann, Monika
    Keywords: Marketing
    Date: 2019–06–25
    URL: http://d.repec.org/n?u=RePEc:ags:aaea19:290870&r=all
  3. By: Kim, Sanghyo; Hong, Yeon A
    Keywords: Marketing
    Date: 2019–06–25
    URL: http://d.repec.org/n?u=RePEc:ags:aaea19:290857&r=all
  4. By: Berning, Joshua P.; Campbell, Benjamin L.
    Keywords: Marketing
    Date: 2019–06–25
    URL: http://d.repec.org/n?u=RePEc:ags:aaea19:290873&r=all
  5. By: Risius, Antje; Spiller, Achim
    Keywords: Marketing
    Date: 2019–06–25
    URL: http://d.repec.org/n?u=RePEc:ags:aaea19:290867&r=all
  6. By: Attia, Tarek M.
    Abstract: The advent of internet of things (IoT) has influenced and revolutionized the information systems and computing technologies. A computing concept where physical objects used in daily life, will identify themselves by getting connected to the internet is called IoT. Physical objects embedded with electronic, radio-frequency identification, software, sensors, actuators and smart objects converge with the internet to accumulate and share data in IoT. IoT is expected to bring in extreme changes and solutions to most of the daily problems in the real world. Thus, IoT provides connectivity for everyone and everything at any time. The IoT embeds some intelligence in Internet connected objects to communicate, exchange information, take decisions, invoke actions and provide amazing services. It has an imperative economic and societal impact for the future construction of information, network, and communication technology. In the upcoming years, the IoT is expected to bridge various technologies to enable new applications by connecting physical objects together to support the intelligent decision making. As the most cost-effective and performant source of positioning and timing information in outdoor environments, the global navigation satellite systems(GNSS) has become an essential element of major contemporary technology developments notably including the IoT, Big Data, Smart Cities and Multimodal Logistics. By 2020, there will be more than 20 billion interconnected IoT devices, and its market size may reach $1.5 trillion. Projections for the impact of IoT on the Internet and economy are impressive, with some anticipating as many as 100 billion connected IoT devices and a global economic impact of more than $11 trillion by 2025. Regulators can play a role in encouraging the development and adoption of the IoT, by preventing abuse of market dominance, protecting users and protecting Internet networks while promoting efficient markets and the public interest. Regulators can consider and identify some measures to foster development of the IoT. Encourage development of LTE‐A and 5G wireless networks, and keep need for IoT‐specific spectrum under review. Universal IPv6 adoption by governments in their own services and procurements, and other incentives for private sector adoption. Increasing interoperability through competition law and give users a right to easy access to personal data. Support global standardization and deployment of remotely provisioned SIMs for greater machine to machine competition. Particular attention will be needed from regulators to IoT privacy and security issues, which are key to encouraging public trust in and adoption of the technology. This paper focuses specifically on the essential technologies that enable the implementation of IoT and the general layered architecture of IoT, the market of IoT and GNSS technologies and their impact of the world economy, application domain of IoT and finally the Policy and regulatory implications and best practices.
    Keywords: Internet of Things(IoT),Global Navigation Satellite Systems(GNSS),Applications,Marketing,Policy and Regulation
    Date: 2019
    URL: http://d.repec.org/n?u=RePEc:zbw:itsm19:201752&r=all
This nep-mkt issue is ©2019 by Marco Novarese. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
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