This document contains a summary of all 17 articles given as required exam material for the Digital Marketing and Metrics course at the Vrije Universiteit in Amsterdam 2022.
Table of Contents
Article 1.1 | Understanding Cust Experience throughout the Cust Journey (Lemon & Verhoef,
2016) ....................................................................................................................................................2
Article 1.2 | Loyalty Formation for Different Customer Journey Segments (Herhausen et al., 2019)
.............................................................................................................................................................3
Article 2.1 | The impact of digital transformation on the retailing value chain (Reinartz et al., 2019)
.............................................................................................................................................................4
Article 2.2 | THE RISE OF DIGITAL (RETAIL) PLATFORMS (Reinartz et al., 2019) ................................5
Article 3.1 | The effectiveness of different forms of online advertising for purchase conversion in a
multiple-channel attribution framework (De Haan et al., 2016) ........................................................6
Article 3.2 | Personalized Online Advertising Effectiveness: The Interplay of What, When, and
Where (Bleier & Eisenbeiss, 2015) ......................................................................................................7
Article 4.1 | A Consumer-based Taxonomy of Digital Customer Engagement Practices (Eigenraam
et al., 2018) ..........................................................................................................................................8
Article 4.2 | Advertising Content and Consumer Engagement on Social Media: Evidence from
Facebook (Lee et al., 2018) .................................................................................................................9
Article 4.3 | Social media marketing strategy: definition, conceptualization, taxonomy, validation,
and future agenda (Li et al., 2021) ....................................................................................................10
Article 6.1 | Paths to and off purchase: quantifying the impact of traditional marketing and online
consumer activity (Srinivasan, 2016) ................................................................................................11
Article 6.2 | Online to Offline: The Impact of Social Media on Offline Sales in the Automobile
Industry (Wang et al., 2021) ..............................................................................................................12
Article 8. 1 | Conceptualizing the electronic word-of-mouth process: What we know and need to
know about eWOM creation, exposure, and evaluation (Babic Rosario et al., 2020) ......................13
Article 8.2 | The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform,
Product, and Metric Factors (Babic Rosario et al., 2016)..................................................................14
Article 9.1 | Online influencer marketing (Leung et al., 2022) .........................................................15
Article 9.2 | Driving Brand Engagement Through Online Social Influencers: An Empirical
Investigation of Sponsored Blogging Campaigns (Hughes et al., 2019) ............................................16
Article 10.1 | Valuable virality (Akpinar & Berger, 2017) .................................................................17
Article 10.2 | What Drives Virality (Sharing) of Online Digital Content? The Critical Role of
Information, Emotion, and Brand Prominence (Tellis et al., 2019) ..................................................18
1
,Article 1.1 | Understanding Cust Experience throughout the Cust Journey (Lemon & Verhoef, 2016)
pp. 74 – 82
customer experience as a customer’s ‘journey’ (CJ) with a firm over time during the purchase cycle
across multiple touch points; holistic, based on FIC and CIC touch points
Purchase phases in CJ; Three stages
1. Prepurchase = encompasses all aspects of the customer’s interaction with the brand,
category, and environment before a purchase transaction.
2. Purchase = covers all customer interactions with the brand and its environment during the
purchase event itself. It is characterized by behaviors
e.g. choice, ordering, and payment
3. Post-purchase = customer interactions following the actual purchase
e.g. usage and consumption, postpurchase engagement, and service requests
four categories of customer experience touch points
Depending on the nature of the product/service or the customer’s own journey, the strength or
importance of each touch point category may differ in each stage
1. brand-owned = designed and managed by the firm and under the firm’s control
e.g. all brand-owned media (e.g., advertising, websites, loyalty programs) any brand-
controlled elements of the marketing mix (e.g., attributes of product, packaging,
service, price, convenience, sales force)
2. partner-owned = jointly designed, managed, or controlled by the firm and one or more of its
partners
e.g. marketing agencies, communication channel partners
3. customer-owned = customer actions that are part of the overall customer experience but that
the firm, its partners, or others do not influence or control
e.g. choice of payment method, thinking about own needs prepurchase
→ most critical and prevalent postpurchase
4. social/external/independent = recognize the important roles of others in the customer
experience
e.g., other customers, peer influences, independent information sources (review
websites, social media), environments
2
, Article 1.2 | Loyalty Formation for Different Customer Journey Segments (Herhausen et al., 2019)
Focus on intro, main findings + discussion
Objectives of the study (and takeaways)
1. Identify customer segments based on the touchpoints used in the customer journey
→ 5 segments
→ No “showrooming” segment: the threat of showrooming may be overrated
2. Understand how the increasing importance of mobile devices affects these customer segments
→ Mobile devices don’t lead to a creation of a “mobile-only” segment. They’re used as an
additional search channel that complements other touchpoints rather than replacing them
→ Importance of physical stores despite increased usage of online & mobile
The retailer’s own touchpoints are rated as the most important for making the
purchase decision
3. Understand the relationships between product satisfaction, journey satisfaction, customer
inspiration, and customer loyalty vary across the different segments.
→ Different levers should be used to increase loyalty across different segments
The identified 5 segments
Strategic recommendations
only within-store experience is
important (try to keep in own store)
provide both online and offline search +
purchase and invest in SEO
serve online in search phase, offline
purchase
serve only online and focus on
efficiency of the journey
serve only online + focus on extensive
online search (try to keep on own site)
3
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