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on Marketing |
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Issue of 2025–12–08
two papers chosen by Marco Novarese, Università degli Studi del Piemonte Orientale |
| By: | Bhagyashree, Katare; Yenerall, Jacqueline; Zhao, Shuoli; Wang, Xuejian |
| Abstract: | Technological advancements, such as online grocery shopping, have significantly transformed consumer retail environments and experiences. Effectively studying consumer behavior in these new environments requires the use of novel methodological approaches, which will also aid in the development of interventions to encourage healthy and sustainable consumption. This paper begins by providing an overview of the current literature on novel approaches to analyzing consumer behavior. To contribute to this literature, the paper also examines consumer decision-making pathways within online grocery shopping platforms. Specifically, the paper focuses on exploring the consumers' digital footprints, such as page visits, product additions and removals, and interactions with information labels to identify patterns and interests in consumer responses to healthy and sustainable consumption. The study investigates potential heterogeneities in consumers’ socio-demographics and attitudes, aiming to provide insights for shaping online shopping environments to promote healthy and sustainable food choices. Findings highlight the potential benefits of integrating consumer search tracking data with environment design to facilitate informed and conscious food choices. |
| Keywords: | Food Consumption/Nutrition/Food Safety |
| Date: | 2024–07–26 |
| URL: | https://d.repec.org/n?u=RePEc:ags:iaae24:344348 |
| By: | Stephan Kippes |
| Abstract: | Online reputation, particularly ratings and comments on online review portals, is crucial for acquiring contracts and ultimately for the economic success of real estate companies. The customer journey for hiring a real estate agent for selling or renting a property typically follows this pattern: If the owner does not know a suitable agent, they first try to get a personal recommendation from friends and acquaintances. In marketing literature, this is referred to as “Word of Mouth” (WOM). In the absence of a personal recommendation, the owner/landlord increasingly relies, or has to rely on online reviews and comments, known as “electronic Word of Mouth” (eWOM). If negative comments appear, it usually results in no contract being awarded. Therefore, it is essential to actively address the topic of reviews, review portals, and online reputation. This paper discusses a strategy tree with graduated action options on how real estate companies can respond to negative reviews. |
| Keywords: | customer journey for hiring a real estate agent; online reputation |
| JEL: | R3 |
| Date: | 2025–01–01 |
| URL: | https://d.repec.org/n?u=RePEc:arz:wpaper:eres2025_247 |