Customer Inspiration Through Digital Media
Type
conference paper
Date Issued
2012-05-25
Author(s)
Abstract
We explore how advertisement through digital media (mobile website, smartphone app, social network) versus traditional catalogue influences a new construct called customer inspiration in a retailing setting. Further, we show how customer inspiration influences attitudes towards the offering and preferences for the retailer. Our results suggest that customer inspiration is dependent on the type of media, although not generalizable in digital versus traditional media, and leads to a better attitude towards the offering as well as a stronger preference for the retailer. Implications for retailers and advertisers are discussed and directions for future research are provided.
Language
English
Keywords
Retail
Attitude
Preference
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Proceedings der European Marketing Academy Conference
Event Title
41st European Marketing Academy (EMAC) Annual Conference
Event Location
Lisbon, Portugal
Event Date
23.-26.05.2012
Subject(s)
Division(s)
Eprints ID
222658