Marketing Journal – ANSWERS article work criticality

Introduction…

1. Please discuss…
a. How important is online consumer engagement?
b. What difficulties could the variety of communication channels produce for marketers?
2. Now, read the abstract.

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 Now ask yourself.
a. What words do you not understand?
b. What questions do you have based on this?
c. What is it about?
d. Is it relevant? Interesting for you?

3. What do you think the following words mean?

Disparate customer touch points
A touchpoint can be defined as any way consumers can interact with a business organization, whether
it be person-to-person, through a website, an app or any form of communication (“Touchpoint Glossary”,
n.d.). When consumers come in contact with these touchpoints it gives them the opportunity to compare
their prior perceptions of the business and form an opinion (Stein, & Ramaseshan, 2016).

An omni channel context

Omni-channel (or omnichannel) refers to a sales approach that uses multiple
channels to reach customers and provide them with an excellent shopping
experience. It covers all the ways brands and customers interact with each other.
Operationalize the consumer brand context

The article as an example of a perspective article (it reviews other research papers)

When you have to write assessments and your dissertation you may need to ….

 include relevant background information to suggest why there it is of importance

 Critically evaluate the approach and its application in articles you have looked at
 Where possible, make suggestions for further development / research
 And…if relevant, discuss any ethical issues surrounding the primary research covered in these
articles, and any further areas of research that you suggest

This article will give you a view of how this can be written about in your field. You need to be familiar
with and to some extent you may be required to be able to write in this style.

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 4. Now look at the following paragraph.
a. Does it follow the ‘wave’ structure?
b. Please identify the sentences which are critical and shows the writer’s perspective.
c. Does the writer use hedging?

Does it follow the ‘wave’ structure? Yes

ABSTRACT Consumer-brand engagement has a wide array of consequences, which can be categorized into brand
effects, product effects, consumer effects, content effects and market effects (Barger et al., 2016). MORE SPECIFIC
Brand effects are comprised of brand identity, awareness, associations, personality, loyalty, advocacy and perceived
quality (Graffigna and Gambetti, 2015; Hamilton et al., 2014; Schivinski and Dabrowski, 2015). Product effects
include outcomes such as attitude toward the firm’s product(s) and purchase frequency (Chakravarty et al., 2010;
Kronrod and Danziger, 2013; Purnawirawan et al., 2012, 2015). Consumer effects are wide-ranging and include
attitude self-prediction, consumer power and social capital (He and Bond, 2013; Labrecque et al., 2013; Moore,
2015; Pinho, 2013). Content effects relate to consumer attitudes toward brand-related content, such as product
ratings and reviews, user-generated content and re-sharing intentions (Berger and Iyengar, 2013; Fulgoni, 2014;
Herhausen et al., 2015; Huang et al., 2013; Kim et al., 2015; Swani et al., 2013). ABSTRACT Lastly, market effects
focus on campaign effectiveness, purchase intentions, sales, willingness to pay, conversion rates and market level
changes (Dolbec and Fischer, 2015; Jiménez and Mendoza, 2013; Langley et al., 2014; Ludwig et al., 2013; Luxton et
al., 2015).

Does it follow the ‘wave’ structure? Yes more clearly than first example

Research needs. ABSTRACT The consumer-brand engagement construct is not well-defined, and research is needed
on the general parameters of engagement, SPECIFIC particularly as a path-to-purchase process from consumer
touchpoints (Baxendale et al., 2015). LESS SPECIFIC A better understanding of the explanatory power of different
consumer-brand engagement metrics offers insights into better evaluation and assessment (Barger et al., 2016).
ABSTRACT Taking a more granular approach, conceptual and empirical research investigating the independent and
joint impact that divergent consumer-brand touchpoints have on brand loyalty offers considerable promise (Acar
and Puntoni, 2016)

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CRITICAL / PERSPECTIVE
Consumer-brand engagement has a wide array of consequences, which can be categorized into brand effects,
product effects, consumer effects, content effects and market effects (Barger et al., 2016). Brand effects are
comprised of brand identity, awareness, associations, personality, loyalty, advocacy and perceived quality (Graffigna
and Gambetti, 2015; Hamilton et al., 2014; Schivinski and Dabrowski, 2015). Product effects include outcomes such
as attitude toward the firm’s product(s) and purchase frequency (Chakravarty et al., 2010; Kronrod and Danziger,
2013; Purnawirawan et al., 2012, 2015). Consumer effects are wide-ranging and include attitude self-prediction,
consumer power and social capital (He and Bond, 2013; Labrecque et al., 2013; Moore, 2015; Pinho, 2013). Content
effects relate to consumer attitudes toward brand-related content, such as product ratings and reviews, user-
generated content and re-sharing intentions (Berger and Iyengar, 2013; Fulgoni, 2014; Herhausen et al., 2015; Huang
et al., 2013; Kim et al., 2015; Swani et al., 2013). Lastly, market effects focus on campaign effectiveness, purchase
intentions, sales, willingness to pay, conversion rates and market level changes (Dolbec and Fischer, 2015; Jiménez
and Mendoza, 2013; Langley et al., 2014; Ludwig et al., 2013; Luxton et al., 2015).

Research needs. The consumer-brand engagement construct is not well-defined, and research is needed on the
general parameters of engagement, particularly as a path-to-purchase process from consumer touchpoints
(Baxendale et al., 2015). A better understanding of the explanatory power of different consumer-brand engagement
metrics offers insights into better evaluation and assessment (Barger et al., 2016). Taking a more granular approach,
conceptual and empirical research investigating the independent and joint impact that divergent consumer-brand
touchpoints have on brand loyalty offers considerable promise (Acar and Puntoni, 2016)

HEDGING -not that much

Consumer-brand engagement has a wide array of consequences, which can be categorized into brand effects,
product effects, consumer effects, content effects and market effects (Barger et al., 2016). Brand effects are
comprised of brand identity, awareness, associations, personality, loyalty, advocacy and perceived quality (Graffigna
and Gambetti, 2015; Hamilton et al., 2014; Schivinski and Dabrowski, 2015). Product effects include outcomes such
as attitude toward the firm’s product(s) and purchase frequency (Chakravarty et al., 2010; Kronrod and Danziger,
2013; Purnawirawan et al., 2012, 2015). Consumer effects are wide-ranging and include attitude self-prediction,
consumer power and social capital (He and Bond, 2013; Labrecque et al., 2013; Moore, 2015; Pinho, 2013). Content
effects relate to consumer attitudes toward brand-related content, such as product ratings and reviews, user-
generated content and re-sharing intentions (Berger and Iyengar, 2013; Fulgoni, 2014; Herhausen et al., 2015; Huang
et al., 2013; Kim et al., 2015; Swani et al., 2013). Lastly, market effects focus on campaign effectiveness, purchase
intentions, sales, willingness to pay, conversion rates and market level changes (Dolbec and Fischer, 2015; Jiménez
and Mendoza, 2013; Langley et al., 2014; Ludwig et al., 2013; Luxton et al., 2015).

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Research needs. The consumer-brand engagement construct is not well-defined, and research is needed on the
general parameters of engagement, particularly as a path-to-purchase process from consumer touchpoints
(Baxendale et al., 2015). A better understanding of the explanatory power of different consumer-brand engagement
metrics offers insights into better evaluation and assessment (Barger et al., 2016). Taking a more granular approach,
conceptual and empirical research investigating the independent and joint impact that divergent consumer-brand
touchpoints have on brand loyalty offers considerable promise (Acar and Puntoni, 2016)

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Consider the following passage

IMC plays an important role in cross-channel synchronization. IMC has been defined as “an audience-driven business
process of strategically managing stakeholders, content, channels, and results of brand communication programs”
(Kliatchko, 2008, p. 140). “Interactive” IMC emphasizes bringing together multiple consumer touchpoints, media and
messages (Peltier et al., 2002). This interaction, along with emerging technologies, offer marketers the opportunity
to tailor how they communicate with consumers and in which forms (Kim et al., 2004). Although scholars differ in
terms of specific strategic approaches to effective IMC (Kitchen and Schultz, 2001; Duncan and Moriarty, 1998), the
underlying concept is based on a core principle, namely, information consistency across messaging platforms
(Moriarty and Schultz, 2012).

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Analysing complicated sentences

5. Now look at the following sentences and answer the questions which follow.

The prompt availability of all this information makes it necessary to use automated tools to integrate data
from different sources, process and explore the relevant information in order to generate new knowledge
and use this knowledge to develop and tune new processes, compounds, products, and services.

a) What is the subject of makes? INFO AVALIBLITY

b) What does makes it necessary mean?
c) How many things is it necessary to do? What are they?
d) In order to do how many things?
e) How many things should be developed and tuned?
f) What does ‘this’ refer to?

The number of control variables involved in complex processes may number in the hundreds and finding
the right combination of variables can be a daunting task. For example, what effects may small changes in
the granulation, drying, milling, coating, or other manufacturing steps have on the quality and quantity of
the final product?

a) What is the subject of the verb phrase may number?

b) What is the subject of the verb phrase can be?
c) ‘Small changes’ in what? how many different ones?
d) On how many things?

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