Articles de journaux |
Erik Ernesto Vazquez El poder de los medios digitales Article de journal MIT Sloan Management Review Mexico, 2020. Liens | BibTeX @article{Vazquez2020c,
title = {El poder de los medios digitales},
author = {Erik Ernesto Vazquez},
url = {https://mitsloanreview.mx/2020/06/22/el-poder-de-los-medios-digitales/},
year = {2020},
date = {2020-06-16},
journal = {MIT Sloan Management Review Mexico},
keywords = {},
pubstate = {published},
tppubtype = {article}
}
|
Erik Ernesto Vazquez Effect of an e-retailer’s product category and social media platform selection on perceived quality of e-retail products Article de journal Electronic Markets, Ahead of Print , 2020, ISSN: 1019-6781. Résumé | Liens | BibTeX @article{Vazquez2020,
title = {Effect of an e-retailer’s product category and social media platform selection on perceived quality of e-retail products},
author = {Erik Ernesto Vazquez},
doi = {10.1007/s12525-020-00394-8},
issn = {1019-6781},
year = {2020},
date = {2020-01-15},
journal = {Electronic Markets},
volume = {Ahead of Print},
abstract = {The growth of e-retail has expanded to a wide range of product categories. E-retailers compete in a multichannel environment using several social media platforms (SMPs) where their product category and use of SMPs affect potential consumers’ perception of product quality. Although studies have noted the potential of SMPs and differences between SMPs to support consumers in their information collection about products, the effect of different SMPs on consumers’ perception of product quality remains unexplored. Based on a literature review, this research suggests a theoretical framework of the knowledge acquisition process for new consumers evaluating the quality of diverse retail products. Using network and information theory, this study proposes hypotheses to assess the effect of diverse e-retailer’s product categories and different SMPs on consumer’s perception of e-retail product quality for consumers unfamiliar with e-retail brands. After testing these hypotheses using primary data, results partially validate the theoretical framework. Research findings help practitioners to organise their e-retail products display across diverse SMPs and provide insights for scholars of e-retailing and digital media striving to acquire consumers online.},
keywords = {},
pubstate = {published},
tppubtype = {article}
}
The growth of e-retail has expanded to a wide range of product categories. E-retailers compete in a multichannel environment using several social media platforms (SMPs) where their product category and use of SMPs affect potential consumers’ perception of product quality. Although studies have noted the potential of SMPs and differences between SMPs to support consumers in their information collection about products, the effect of different SMPs on consumers’ perception of product quality remains unexplored. Based on a literature review, this research suggests a theoretical framework of the knowledge acquisition process for new consumers evaluating the quality of diverse retail products. Using network and information theory, this study proposes hypotheses to assess the effect of diverse e-retailer’s product categories and different SMPs on consumer’s perception of e-retail product quality for consumers unfamiliar with e-retail brands. After testing these hypotheses using primary data, results partially validate the theoretical framework. Research findings help practitioners to organise their e-retail products display across diverse SMPs and provide insights for scholars of e-retailing and digital media striving to acquire consumers online. |
Erik Ernesto Vazquez Effects of enduring involvement and perceived content vividness on digital engagement Article de journal Journal of Research in Interactive Marketing, 14 (1), p. 1-16, 2019, ISSN: 2040-7122. Résumé | Liens | BibTeX @article{Vazquez2019b,
title = {Effects of enduring involvement and perceived content vividness on digital engagement},
author = {Erik Ernesto Vazquez},
doi = {https://doi.org/10.1108/JRIM-05-2018-0071},
issn = {2040-7122},
year = {2019},
date = {2019-12-16},
journal = {Journal of Research in Interactive Marketing},
volume = {14},
number = {1},
pages = {1-16},
abstract = {Purpose
-Retail marketers use brand communities (BCs) on social media (SM) to create digital engagement and reach new customers. However, this marketing form needs perceived content vividness and enduring involvement with products. This study compares digital engagement (measured as intention to recommend a retail brand online) produced by BCs of retailers at three levels of cognitive load (measured as exposure time to web site).
Design/methodology/approach
-Online quasi-experiments were conducted to analyze how SM platforms with diverse levels of enduring involvement with products, perceived content vividness, and cognitive load influence digital engagement.
Findings
-Results show enduring involvement with products produced digital engagement. In addition, cognitive load produced an inverted U-shaped effect on digital engagement in the condition of high content vividness (perceived). In the low content vividness condition, cognitive load produced similar or greater positive effects on digital engagement than those produced in the high content vividness condition.
Practical implications
-Practitioners should prioritize enduring involvement with products over perceived content vividness to improve digital engagement and reach new customers through their BCs on SM platforms. In addition, managers should use SM with content perceived with low vividness to improve digital engagement.
Originality/value
-The study shows the influence of enduring involvement with products on digital engagement. It supports applying the resource-matching theory in SM platforms. It offers an alternative operationalization of constructs. The study compares multiple products and SM platforms providing empirical evidence of distinct levels of content vividness between SM platforms, not considered in previous studies.},
keywords = {},
pubstate = {published},
tppubtype = {article}
}
Purpose
-Retail marketers use brand communities (BCs) on social media (SM) to create digital engagement and reach new customers. However, this marketing form needs perceived content vividness and enduring involvement with products. This study compares digital engagement (measured as intention to recommend a retail brand online) produced by BCs of retailers at three levels of cognitive load (measured as exposure time to web site).
Design/methodology/approach
-Online quasi-experiments were conducted to analyze how SM platforms with diverse levels of enduring involvement with products, perceived content vividness, and cognitive load influence digital engagement.
Findings
-Results show enduring involvement with products produced digital engagement. In addition, cognitive load produced an inverted U-shaped effect on digital engagement in the condition of high content vividness (perceived). In the low content vividness condition, cognitive load produced similar or greater positive effects on digital engagement than those produced in the high content vividness condition.
Practical implications
-Practitioners should prioritize enduring involvement with products over perceived content vividness to improve digital engagement and reach new customers through their BCs on SM platforms. In addition, managers should use SM with content perceived with low vividness to improve digital engagement.
Originality/value
-The study shows the influence of enduring involvement with products on digital engagement. It supports applying the resource-matching theory in SM platforms. It offers an alternative operationalization of constructs. The study compares multiple products and SM platforms providing empirical evidence of distinct levels of content vividness between SM platforms, not considered in previous studies. |
Livres |
Erik Ernesto Vazquez E-retailers' expansion to social media platforms: Role of business model alignment Livre 2017, ISBN: 978-1520823126. Liens | BibTeX @book{Vazquez2017b,
title = {E-retailers' expansion to social media platforms: Role of business model alignment},
author = {Erik Ernesto Vazquez},
url = {https://www.amazon.com/retailers-expansion-social-media-platforms/dp/1520823126},
isbn = {978-1520823126},
year = {2017},
date = {2017-03-12},
keywords = {},
pubstate = {published},
tppubtype = {book}
}
|
Conférences |
Erik Ernesto Vazquez Influencia de redes sociales en el comercio electrónico 5500 - 5599 Conférence Simposio CONACYT en Europa, 2013. BibTeX @conference{Vazquez2013,
title = {Influencia de redes sociales en el comercio electrónico},
author = {Erik Ernesto Vazquez},
editor = {Sociedad y Tecnologías de Información},
year = {2013},
date = {2013-11-06},
publisher = {Simposio CONACYT en Europa},
keywords = {},
pubstate = {published},
tppubtype = {conference}
}
|
Book Chapters |
Erik Ernesto Vazquez Effect of e-retail product category on performance Book Chapter G. Granata A. Moretta Tartaglione, & Tsiakis T (Ed.): Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments, p. pp. 152-168, 2019. Résumé | Liens | BibTeX @inbook{Vazquez2019,
title = {Effect of e-retail product category on performance},
author = {Erik Ernesto Vazquez},
editor = {G. Granata, A. Moretta Tartaglione, & T. Tsiakis},
doi = {10.4018/978-1-5225-7856-7.ch008},
year = {2019},
date = {2019-05-10},
booktitle = {Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments},
pages = {pp. 152-168},
abstract = {Literature on product categorization of e-retail products has adopted a consumer view and studied the direct effect on consumer-level variables such as purchase intent or customer satisfaction. In doing so, the moderating effect of product categorization of e-retail products on firm-level variables has been ignored. To address the implications of e-retail product categorization, the author asks the following question: What is the moderating effect of e-retail product category on sales performance? This chapter uses concepts of information economics, e-retailing, and the search-experience-credence (SEC) categorization of products to develop theoretical hypotheses. Using data from 500 US e-retailers, this research contends that the ease to evaluate retail products online has a positive effect on sales volume of e-retail firms. This effect is the result of increased web traffic and decreased conversion rates, which describes the e-retail market behavior with firm-level variables.},
keywords = {},
pubstate = {published},
tppubtype = {inbook}
}
Literature on product categorization of e-retail products has adopted a consumer view and studied the direct effect on consumer-level variables such as purchase intent or customer satisfaction. In doing so, the moderating effect of product categorization of e-retail products on firm-level variables has been ignored. To address the implications of e-retail product categorization, the author asks the following question: What is the moderating effect of e-retail product category on sales performance? This chapter uses concepts of information economics, e-retailing, and the search-experience-credence (SEC) categorization of products to develop theoretical hypotheses. Using data from 500 US e-retailers, this research contends that the ease to evaluate retail products online has a positive effect on sales volume of e-retail firms. This effect is the result of increased web traffic and decreased conversion rates, which describes the e-retail market behavior with firm-level variables. |
Periodicals |
Edición LI: Transformación 4.0 La era de la digitalización, entrar o morir (Ed.) Servicio 4.0 para un mejor posicionamiento competitivo Périodique 2017. Liens | BibTeX @periodical{Vazquez2017,
title = {Servicio 4.0 para un mejor posicionamiento competitivo},
author = {Jesus Vazquez, Erik Ernesto Vazquez},
editor = {Edición LI: Transformación 4.0 La era de la digitalización, entrar o morir},
url = {https://circulotne.com/edicion-li-transformacion-4-0-la-era-de-la-digitalizacion-entrar-o-morir#56},
year = {2017},
date = {2017-10-01},
keywords = {},
pubstate = {published},
tppubtype = {periodical}
}
|
Revista TNe: Tecnología, negocios y estrategia (Ed.) Transformación digital: Un proceso paulatino Périodique 2017. Liens | BibTeX @periodical{Vazquez2017b,
title = {Transformación digital: Un proceso paulatino},
author = {Erik Ernesto Vazquez},
editor = {Revista TNe: Tecnología, negocios y estrategia},
url = {https://circulotne.com/transformacion-digital-un-proceso-paulatino.html},
year = {2017},
date = {2017-04-10},
journal = {Negocios Híbridos: transformación disruptiva. Adopción digital: Un proceso paulatino},
keywords = {},
pubstate = {published},
tppubtype = {periodical}
}
|
Présentations |
Erik Ernesto Vazquez Video Digital Business and Analytics - Promoting Faculty Mobility and Academic Research une présentation en une minute. 20.01.2020. Liens | BibTeX @misc{Vazquez2020b,
title = {Video Digital Business and Analytics - Promoting Faculty Mobility and Academic Research},
author = {Erik Ernesto Vazquez},
editor = {Yannick Amemavor},
url = {https://www.youtube.com/watch?v=VgkAp3HI2bQ},
year = {2020},
date = {2020-01-20},
keywords = {},
pubstate = {published},
tppubtype = {presentation}
}
|
