Achieving Business Competitiveness in a Digital Environment: Opportunities in E-commerce and Online Marketing (Contributions to Management Science)

Achieving Business Competitiveness in a Digital Environment
	Preface
	Acknowledgments
	Contents
	The Broad and Narrow Definition of E-Commerce
		1 E-Commerce Versus E-Business
		2 Key Factors for E-Commerce
			2.1 Factors Motivating the Adoption of E-Commerce
			2.2 Barriers to the Adoption of E-Commerce
			2.3 Customer Factors that Influence the Level of E-Commerce Implementation
		3 Indicators Used to Measure E-Commerce
		4 Conclusion
		References
	Evaluative Framework for Digital Competitiveness
		1 Changes in the Economic Realities
			1.1 Moving the Geographical Limits
			1.2 Collecting and Exploiting Data
			1.3 A Community Software Platform
		2 The Concept of Digital Competitiveness in the Scientific Literature
			2.1 Digital Capacity of Companies
		3 Components of a Digital Business Model Concept
			3.1 Customer as to the Central Element
			3.2 Digitization of Processes
			3.3 Value of Digitized Goods and Services
		4 Expert Opinions
			4.1 Design of the Evaluative Framework
			4.2 Confirmation of the Evaluative Framework
		5 Conclusion
		References
	Website-Centric Shopping Experience
		1 The Human-Machine Interaction
		2 How Users Become Customers
		3 The Notion of Hospitality in Electronic Commerce
		4 Website Quality
		5 Effects of Virtual Hospitality
		6 Factors Influencing Web-Centric Experience
			6.1 Sample Characteristics
			6.2 Structural Model with First-Order Concepts
			6.3 Global Quality of the Model
			6.4 Structural Model
		7 Moving Towards a Humanization of Digital Interfaces
		References
	Socially Responsible Online Marketing
		1 CSR as a Normative Concept
			1.1 The Appearance of the Concept
			1.2 Influence of CSR on Elements of the Marketing Mix
		2 Impacts of CSR on Consumer´s Perceptions of the Brand
			2.1 The Variables of CSR Perception
			2.2 The Behavior of Companies Regarding CSR
			2.3 The Behavior of Customers Regarding CSR
		3 The Case of the Cosmetics Industry
			3.1 CSR Specifics of the Cosmetics Industry
			3.2 CSR Related Communication Tools
		4 Impacts of CSR Communication of the Brand Reputation
			4.1 Methodology
			4.2 Interpretation of the Results
			4.3 Conclusions
		References
	Algorithms: The New Leaders of the Advertising Market
		1 Data-Based Advertising
		2 Advertising Duopole of Facebook and Google
		3 Value Chain of Programmatic Advertising
		4 Tracking Techniques
		5 Protection by Law
		6 The Mechanism of Online Advertising
		7 Analysis of the Negative Experience of Consumers with Display Advertising
		8 Assessment of Browsing Safety and the Protection of the Privacy of Internet Users Subject to Display Advertising
		9 Implications of Disturbing Display Advertising and Adblockers
		10 Perceptions of Programmatic Advertising by the Millennials
			10.1 Representativeness of the Sample
			10.2 Verification of the Hypothesis
		11 Conclusion
		References
	The Credibility of Online Recommendations
		1 Perceived Risks of Shopping Online
		2 Credibility Dimensions of Electronic Information
		3 Credibility Assessment Models
			3.1 Dual Processing Model
			3.2 Theory of Prominence: Interpretation
			3.3 Unifying Credibility Assessment Framework
			3.4 3S Model
		4 Determinants of the Credibility of Electronic Information
		5 The Proposition of a Conceptual Credibility Model for Online Recommendations
		6 Coherence of the Model with Previous Findings
			6.1 Role of Credibility
			6.2 Role of Interest in the Offer
			6.3 Role of the Source
			6.4 Role of Personal Characteristics
		References
	The Relationship Between Product Placement and Shopping Intentions on Instagram
		1 Influencer Marketing on Instagram
		2 Purchase Intention on Instagram
			2.1 Characteristics of the Influencer
			2.2 Factors Influencing Shopping Intentions
				Authority
				Credibility
				Promotion
					Human Brand Theory
					The Theory of Social Influence
				Gender
				Generation
		3 Risk of Fatigue in the Face of Repetitive Advertising
			3.1 Persuasion Knowledge Model and the Attribution Theory
				Persuasion Knowledge Model
				Attribution Theory
		4 Consumer Skepticism
		5 Research Methodology
			5.1 Formulation of the Hypotheses
			5.2 Data Collection
		6 Effectiveness of Product Placement on Instagram
			6.1 Results for the Hypothesis H1
			6.2 Results for the Hypothesis H2
			6.3 Results for the Hypothesis H3
		7 Too Frequent Product Placements Lead to Negative Effects
		References
	Product Endorsement by Opinion Leaders: The Case of YouTube Community
		1 Brand Endorsement Strategies
			1.1 Definitions of Celebrities and Celebrity Endorsement
			1.2 Interest in Celebrity Endorsement
			1.3 Mechanisms of Celebrity Endorsement
			1.4 Endorsement by Celebrities and Influencers in the Digital Environment
			1.5 Endorsement by YouTubers
		2 Product Placement
			2.1 Typologies of Product Placement
			2.2 Product Placement in the Electronic Environment
			2.3 Product Placement on YouTube
		3 Factors Determining the Influence of a YouTuber
			3.1 YouTuber Credibility
			3.2 The Attitude Towards the Brand
			3.3 The Attitude Towards Video
			3.4 Purchase Intention
			3.5 Research Hypotheses
		4 Testing the Influence of a Collaboration with a YouTuber
			4.1 Exploratory Factor Analysis
				Attitude Towards the Brand
				The Attitude Towards Video Scale
				The Shopping Intentions Scale
			4.2 Confirmatory Factor Analysis Results
				The Goodness of Fit of the Credibility Model
			4.3 Validation of the Global Conceptual Model and Testing of the Hypotheses
			4.4 Test Des hypothèses Directes
		5 Results and Discussion
		References