How do companies respond to consumer advocacy behavior in their digital marketing strategies?
-
DOIhttp://dx.doi.org/10.21511/im.19(1).2023.08
-
Article InfoVolume 19 2023, Issue #1, pp. 86-100
- Cited by
- 1138 Views
-
359 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
This study aims to confirm whether the series of marketing strategies designed by companies have followed the consumer process in product consumption with reference to the stages of the 5As: aware, appeal, ask, act, and advocate. Companies respond to these stages by implementing five market interventions: consumer affinitive direction, touch power strengthening, market preference enhancement, loyalty retain quality, and e-advocacy leverage capacity. An empirical analysis using AMOS was carried out on 352 online-based culinary business operators in Indonesia, a field that has experienced massive expansion during the Covid-19 pandemic. From the results of this analysis, it can be concluded that although the market interventions do not follow the exact same process as the 5A concept, in general, the stages followed by companies in online product marketing are compatible and parallel to those in the consumer process of product consumption. The various concepts of digital marketing strategies contribute conceptually to enhance the scope of e-advocacy theory from the perspective of strategic marketing, a field that has received limited research attention.
Acknowledgment
I would like to acknowledge the support of the Research and Community Service Institute, Sebelas Maret University (SMU) Indonesia, which helped me fund and publish this study. I also express my appreciation to several undergraduate students, members of the research group of Behavioral Marketing, SMU, who have assisted in disseminating and collecting the data. Finally, I appreciate my lecturer colleagues from the Management Department of the Faculty of Economics and Business, SMU, who were always enthusiastically involved in discussing the problems and phenomena in this analysis.
- Keywords
-
JEL Classification (Paper profile tab)M31, L66
-
References46
-
Tables4
-
Figures2
-
- Figure 1. Research model
- Figure 2. Corporate marketing response
-
- Table 1. Compatibility of 5As and ConToMaLoE
- Table 2. Distribution of respondents
- Table 3. Structural relationship output
- Table A1. Validity of measuring instrument
-
- Alreck, P. L., & Settle, R. B. (1999). Strategies for building consumer brand preference. Journal of Product & Brand Management, 8(2), 130-144.
- Amankwah-Amoah, J., Khan, Z., & Wood, G. (2021). COVID-19 and business failures: The paradoxes of experience, scale, and scope for theory and practice. European Management Journal, 39(2), 179-184.
- Amoako, G. K., Anabila, P., Asare Effah, E., & Kumi, D. K. (2017). Mediation role of brand preference on bank advertising and customer loyalty: A developing country perspective. International Journal of Bank Marketing, 35(6), 983-996.
- Bobot, L. (2011). Functional and dysfunctional conflicts in retailer-supplier relationships. International Journal of Retail & Distribution Management, 39(1), 25-50.
- Bruyeron, O., Denizeau, M., Berger, J., & Trèche, S. (2010). Marketing complementary foods and supplements in Burkina Faso, Madagascar, and Vietnam: Lessons learned from the Nutridev program. Food and Nutrition Bulletin, 31(2_suppl2), S154-S167.
- Cai, S., & Yang, Z. (2008). Development of cooperative norms in the buyer-supplier relationship: Chinese experience. Journal of Supply Chain Management, 44(1), 55-70.
- Cakici, N. M., & Shukla, P. (2017). Country-of-origin misclassification awareness and consumers’ behavioral intentions: Moderating roles of consumer affinity, animosity, and product knowledge. International Marketing Review, 34(3), 354-376.
- Chakraborty, D., & Dash, G. (2022). ‘The new normal’ and the strategies of marketers to attract consumers. Indian Journal of Marketing, 52(1), 58-62.
- De Castro, G. M., López, J. E. N., & Sáez, P. L. (2006). Business and social reputation: Exploring the concept and main dimensions of corporate reputation. Journal of Business Ethics, 63(4), 361-370.
- Dehghanpouri, H., Soltani, Z., & Rostamzadeh, R. (2020). The impact of trust, privacy and quality of service on the success of E-CRM: The mediating role of customer satisfaction. Journal of Business and Industrial Marketing, 35(11), 1831-1847.
- Dowling, G. (2002). Customer relationship management: In B2C market, often less is more. California Review Management, 44(3), 87-104.
- Fullerton, G. (2011). Creating advocates: The roles of satisfaction, trust and commitment. Journal of Retailing and Consumer Services, 18(1), 92-100.
- Garcia-Rivera, D., Matamoros-Rojas, S., Pezoa-Fuentes, C., Veas-González, I., & Vidal-Silva, C. (2022). Engagement on Twitter, a closer look from the consumer electronics industry. Journal of Theoretical and Applied Electronic Commerce Research, 17(2), 558-570.
- Gau, W. B. (2019). A reflection on marketing 4.0 from the perspective of senior citizens’ communities of practice. SAGE Open, 9(3).
- Gray, B. J., Ottesen, G. G., Bell, J., Chapman, C., & Whiten, J. (2007). What are the essential capabilities of marketers? A comparative study of managers’, academics’ and students’ perceptions. Marketing Intelligence & Planning, 25(3), 271-295.
- Ha, H. Y., John, J., Janda, S., & Muthaly, S. (2011). The effects of advertising spending on brand loyalty in services. European Journal of Marketing, 45(4), 673-691.
- Ha, S., Childs, M., Sneed, C. T., & Berry, A. (2021). Consumer sustainable shopping practices for small business during COVID-19. Sustainability, 13(22), 12451.
- Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Prentice-Hall.
- Ho, M. H. W., & Chung, H. F. L. (2020). Customer engagement, customer equity and repurchase intention in mobile apps. Journal of Business Research, 121, 13-21.
- Horn, I. S., Taros, T., Dirkes, S., Hüer, L., Rose, M., Tietmeyer, R., & Constantinides, E. (2015). Business reputation and social media: A primer on threats and responses. Journal of Direct, Data and Digital Marketing Practice, 16(3), 193-208.
- Juntunen, M., Ismagilova, E., & Oikarinen, E. L. (2020). B2B brands on Twitter: Engaging users with a varying combination of social media content objectives, strategies, and tactics. Industrial Marketing Management, 89, 630-641.
- Kim, J. W., Choi, J., Qualls, W., & Han, K. (2008). It takes a marketplace community to raise brand commitment: The role of online communities. Journal of Marketing Management, 24(3-4), 409-431.
- Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons.
- Kracklauer, A., Passenheim, O., & Seifert, D. (2001). Mutual customer approach: How industry and trade are executing collaborative customer relationship management. International Journal of Retail & Distribution Management, 29(12), 515-519.
- Lawer, C., & Knox, S. (2006). Customer advocacy and brand development. Journal of Product and Brand Management, 15(2), 121-129.
- Leckie, C., Nyadzayo, M. W., & Johnson, L. W. (2022). The manifestation of brand engagement in self-concept through customer word-of-mouth behavior. Journal of Strategic Marketing.
- Macchiette, B., & Roy, A. (1992). Afinity marketing: What is it and how does it work?. Journal of Service Management, 6(3), 47-57.
- Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10), e02690.
- Schepers, J., & Nijssen, E. J. (2018). Brand advocacy in the frontline: How does it affect customer satisfaction? Journal of Service Management, 29(2), 230-252.
- Setiawan, A. I., & Ferdinand, A. T. (2021). Synergized network asset: A driver for Indonesia’s furniture industries to elevate marketing performance. International Journal of Business and Society, 22(2), 765-787.
- Setiawan, A. I., & Hanfan, A. (2017). Elaborating the role of network synergy capacity as a supplier’s alternative terminal for achieving marketing performance. International Journal of Business and Society, 18(2), 245-262.
- Setiawan, A. I., Hendraningsih, A. P., Rahayu, S., & Dewi, A. S. (2022). The role of digital marketing interventions in e-advocacy leverage capacity: A culinary business breakthrough to counter the Covid-19 pandemic. Journal of Indonesian Economy and Business, 37(2), 201-216.
- Shaw, E. H., & Jones, D. G. B. (2005). A history of schools of marketing thought. Marketing Theory, 5(3), 239-281.
- Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-37.
- Tabachnick, B. G., & Fidell, L. S. (2013). Using multivariate statistics (6th ed.). Pearson.
- Tangari, A. H., Folse, J. A. G., Burton, S., & Kees, J. (2010). The moderating influence of consumers’ temporal orientation on the framing of societal needs and corporate responses in cause-related marketing campaigns. Journal of Advertising, 39(2), 35-50.
- Troudi, H., & Bouyoucef, D. (2020). Marketing complementary foods and supplements in Burkina Faso, Madagascar, and Vietnam: Lessons learned from the Nutridev program. EuroMed Journal of Business, 15(1), 1-21.
- Uncles, M. D., Dowling, G. R., & Hammond, K. (2003). Customer loyalty and customer loyalty programs. Journal of Consumer Marketing, 20(4), 294-316.
- Vázquez-Martínez, U. J., Morales-Mediano, J., & Leal-Rodriguez, A. L. (2021). The impact of the COVID-19 crisis on consumer purchasing motivation and behavior. European Research on Management and Business Economics, 27(3), 100166.
- Virtanen, H., Björk, P., & Sjöström, E. (2017). Follow for follow: Marketing of a start-up company on Instagram. Journal of Small Business and Enterprise Development, 24(3), 468-484.
- Wagner, S. M., Coley, L. S., & Lindeman, E. (2011). Effect of supplier’s reputation on future of buyer supplier relationship the mediating roles of outcome fairness and trust. Journal of Supply Chain Management, 47(2), 29-48.
- Wang, X.-X., & He, A-Z. (2022). The impact of retailers’ sustainable development on consumer advocacy: A chain mediation model investigation. Journal of Retailing and Consumer Services, 64, 102818.
- Waśkowski, Z., & Jasiulewicz, A. (2021). Consumer engagement using digital technologies in the process of co-creating consumer value in the sports market. Journal of Physical Education and Sport, 21(Suppl_2), 1131-1141.
- Wereda, W., & Woźniak, J. (2019). Building relationships with customer 4.0 in the era of marketing 4.0: The case study of innovative enterprises in Poland. Social Sciences, 8(6), 177.
- Wilk, V., Soutar, G. N., & Harrigan, P. (2020). Online brand advocacy (OBA): The development of a multiple item scale. Journal of Product and Brand Management, 29(4), 415-429.
- Yang, F., Tang, J., Men, J., & Zheng, X. (2021). Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence. Journal of Retailing and Consumer Services, 63, 102683.