Contemporary Research inE-Marketing, Volume 1

Sandeep Krishnamurthy
University of Washington, Bothell, USA

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Library of Congress Cataloging-in-Publication Data

Contemporary research in e-marketing / Sandeep Krishnamurthy, editor.
v. <1 > cm.
Includes bibliographical references and index. ISBN 1-59140-372-3 (h/c) -- ISBN 1-59140-373-1 (s/c) -- ISBN 1-59140-374-X (eisbn) 1. Internet marketing. I. Krishnamurthy, Sandeep, 1967-
HF5415.1265.C67 2005
658.8'72--dc22

2004016288

British Cataloguing in Publication Data

A Cataloguing in Publication record for this book is available from the British Library.

All work contributed to this book is new, previously-unpublished material. The views expressed in this book are those of the authors, but not necessarily of the publisher.

About the Authors

Sandeep Krishnamurthy is associate professor of e-commerce and marketing in the Business Administration Program at the University of Washington, Bothell. He obtained his PhD from the University of Arizona in marketing and economics. His research interests are in the area of e-Marketing, e-commerce and open source software. Most recently, he has published a 450 page MBA textbook , E-Commerce Management: Text and Cases . His scholarly work on e-commerce and open source software has appeared in journals such as Business Horizons, Journal of Consumer Affairs, Journal of Computer-Mediated Communication, Quarterly Journal of E-Commerce, Marketing Management, First Monday, Journal of Marketing Research and Journal of Service Marketing . Sandeep also works in the areas of generic advertising and non-profit marketing. His work in generic advertising has appeared in journals such as Organizational Behavior and Human Decision Processes(OBHDP) and Marketing Letters . His work in non-profit marketing has appeared in the International Journal of Non-Profit Voluntary Sector Marketing . He currently serves as associate book review editor for the Journal of Marketing Research and is a co-editor for a special issue of the International Marketing Review . He regularly reviews papers for a variety of journals including Marketing Science and the Journal of Advertising . His writings in the business press have appeared on Clickz.com , Digitrends.net and Marketingprofs.com. His comments have been featured in press articles in outlets such as Marketing Computers , Direct Magazine , Wired.com , Medialifemagazine.com , Oracle's Profit Magazine and The Washington Post . He has developed and taught several innovative courses related to e- commerce to both MBA and undergraduate students. Most recently, he developed and taught a course titled 'Search and the World Wide Web'. He was responsible for founding the management information systems (MIS) concentration in the business program. He invites you to visit his web site at http://faculty.washington.edu/sandeep and his blog at http://sandeepworld. blogspot .com.

Jounghae Bang is a doctoral student in the marketing field at the University of Rhode Island (URI), USA. She holds a BS in business administration and an MS in management information systems (MIS) from the Ewha Woman's University in Seoul, Korea. She has worked as a consultant in the information technology area at Deloitte Consulting Company in Seoul, Korea; and as a researcher in the Ewha Center for Informatization Strategies, Korea, involved in information system strategic planning projects and seminars . Her research interests bridges the areas of customer relationship management, relationship marketing, data mining and e-commerce.

Nigel M. Blackie is a lecturer in the school of Computing, Science and Engineering at the University of Salford, UK.

Nikhilesh Dholakia is professor in the marketing, e-commerce, and management information systems areas at the University of Rhode Island (URI), USA, and a faculty associate at URI's Research Institute for Telecommunications & Information Marketing (RITIM). He has published extensively in the fields of marketing, e-commerce, and consumer culture, and has taught in several academic and executive programs in Asia, Europe, and Latin America. Dr. Dholakia has won the Charles Slater award of the Journal of Macromarketing . He has also chaired doctoral dissertations that have won the MSI/ Clayton and ACR/Sheth Foundation awards, and supervised award winning student essays at the Pacific Telecommunications Council (PTC). His recent books include Worldwide E-Commerce and Online Marketing: Watching the Evolution (Quorum, 2003), and M-commerce in North America, Europe and Asia-Pacific: Cases and Readings (Idea Group Publishing, 2004 forthcoming). Dr. Dholakia holds a BTech in chemical engineering from the Indian Institute of Technology, an MBA from the Indian Institute of Management, and a PhD from the Kellogg School of Management at Northwestern University.

Ruby Roy Dholakia is director of the Research Institute for Telecommunications and Information Marketing (RITIM) in the College of Business Administration at the University of Rhode Island (URI) (USA), and founder of COTIM series of conferences. She is also a professor of marketing at URI. She holds a BS in marketing, an MBA from the University of California at Berkeley and a PhD in marketing from Northwestern University. Engaged extensively in research projects on telecommunications and information technologies for the home and the workplace, she has authored numerous books such as Marketing Strategies for Information Technologies (JAI Press, 1994), New Infotainment Technologies in the Home: Demand-Side Perspectives (Lawrence Erlbaum Associates, 1996), and Worldwide E-Commerce and Online Marketing: Watching the Evolution (Quorum, 2003). Her research on information technology consumers and markets, including e-commerce and m-commerce topics, has appeared in major business and IT journals.

Nick V. Flor is an assistant professor in the marketing, information systems, and decision sciences group at the University of New Mexico's Anderson Schools of Management (USA). He holds a PhD in cognitive science from the University of California, San Diego. His research interests include: programmable autonomous businesses, superorganizations, distributed cognition, and code improvisation.

Ronald E. Goldsmith , Richard M. Baker Professor of Marketing at Florida State University (USA), received his PhD in marketing from the University of Alabama in Tuscaloosa. His research interests include developing measures of consumer behavior constructs, diffusion of innovations, and personality in consumer behavior. Dr. Goldsmith's articles have appeared in the Journal of the Academy of Marketing Science, the Journal of Advertising, the Journal of Business Research, the Service Industries Journal, the Journal of Retailing , Marketing Intelligence and Planning, the European Journal of Marketing, The Journal of Marketing Theory and Practice and others.

Ram D. Gopal is GE Capital endowed professor of business and associate professor of operations and information management in the School of Business, University of Connecticut (USA). He currently serves as PhD director for the department. His current research interests include electronic markets, intellectual property rights, online marketing, and database systems. His research has appeared in Management Science, Operations Research, INFORMS Journal on Computing, Information Systems Research, Communications of the ACM, IEEE Transactions on Knowledge and Data Engineering, Journal of Management Information Systems, Decision Support Systems , and other journals and conference proceedings . He currently serves as an associate editor for Information Systems Frontiers.

C. Edward (Chip) Heath is an instructor in the Department of Marketing at Northern Kentucky University (USA). He is currently a doctoral candidate at the University of Kentucky. He received his undergraduate degree in finance from the University of Illinois and an MBA from Northern Illinois University with a concentration in information systems. His previous research has been published in the Journal of E-Commerce Research . Professor Heath's research focuses on Internet related behaviors, consumer reactions to aesthetics, and ethical issues.

Charles F. Hofacker is a professor of marketing at Florida State University, where he has been since 1985 with the exception of 2001, which was spent at the Universit   Bocconi in Milan, Italy. Before the Internet, he pursued research in consumer choice, and also in the area of information technology. With the onset of the Internet, he does research on how consumer choice is impacted by Internet technology. He has had papers published on these and related topics in the Journal of Marketing Research, Management Science, the European Journal of Marketing, the Journal of the Academy of Marketing Science, Psychometrika and Multivariate Behavioral Research . When not pursuing these topics he can often be found on his road bicycle.

Barbara A. Lafferty is an assistant professor of marketing at the University of South Florida (USA). She received her PhD in business administration from Florida State University, an MS from the University of Illinois, and a BA from Ohio State University. Her research interests include corporate reputation, cause-brand alliances, and social marketing. She has published in the Journal of Advertising, Journal of Business Research, Psychology & Marketing, European Journal of Marketing, Corporate Reputation Review, Journal of Global Marketing, and Journal of the Academy of Business Administration.

Veronica Liljander (born 1960) is professor (acting) of marketing and head of the Department of Marketing and Corporate Geography at the Swedish School of Economics and Business Administration (Hanken), Helsinki, Finland. Her main research interests are service and relationship marketing, on which she has published articles, for example, in the International Journal of Service Industry Management, Journal of Services Marketing, and Psychology & Marketing. She is currently on the editorial board of the European Journal of Marketing , International Journal of Service Industry Management , and the International Journal of Internet Marketing and Advertising . From 2000-2001, she spent a year as a visiting scholar at Maastricht University, The Netherlands. In 2004, she spent a month as visiting professor at the University of Roskilde, Denmark.

Rachel McLean is a lecturer in management information systems at the Manchester Metropolitan University Business School, UK.

Penelope Markellou has an MSc in Computer Science, in the area of designing and evaluating e-business systems. She is working as a researcher in the Computer Engineering and Informatics Department of the University of Patras and in the Internet and Multimedia Technologies Research Unit of the Research Academic Computer Technology Institute. Her research interests lie in personalization and Web mining techniques applied in the e-Commerce and e-Learning domains. She has published several research papers and has co-authored five book chapters.

Jamie Murphy is an associate professor of electronic marketing at the University of Western Australia and he has also taught in the US, Canada, Austria and Switzerland. His business background includes working as European marketing manager for several sports-related products and owner/manager of two restaurants . His research interests focus on effective use of the interactive media by individuals, organizations and business, especially those in the tourism field. He has covered Internet-related stories for the New York Times and Wall Street Journal and has dozens of scholarly publications . When not pursuing these topics, he is on his road bike as well.

Kyle B. Murray is an assistant professor of marketing at the University of Western Ontario's Richard Ivey School of Business (Canada). His research focuses on consumer judgment and decision making, with an emphasis on how consumers make choices in electronic environments. Dr. Murray's work in this area has been published in journals such as the Journal of Consumer Psychology, Communications of the Association for Computing Machinery , and Advances in Consumer Research . As an educator Dr. Murray has taught undergraduate, MBA and executive level courses in marketing and e-commerce. He has also been active as a consultant for a variety of organizations in fields as diverse as oil and gas, manufacturing, financial services, retailing, and not-for- profit enterprises . He can be reached through the contact information on his Web site at www.kylemurray.com.

Jan Nordman (born 1977) graduated with a Master's of Science (Econ.), and a major in marketing, from the Swedish School of Economics and Business Administration, Helsinki (2003). With previous work experience from telecommunications and e-commerce, he decided to do a study on mobile service quality for his master's thesis. Studies and work have taken him around the world during the last years : Helsinki, London, Bangkok, Washington, DC, and Geneva, where he is currently residing.

Kartik Pashupati (PhD, Michigan State University) is currently at the Southern Methodist University (USA), formerly an assistant professor in the Department of Communication at Florida State University (USA). His research interests include consumer responses to marketing communication, international advertising, interactive advertising and ICT policy in developing countries . His research has been presented at national conferences and published in journals such as the International Journal of Advertising, Psychology & Marketing, Journal of Current Issues and Research in Advertising, Journal of Interactive Marketing and Gazette: The International Journal for Communication Studies .

Pushkala Raman (PhD, Texas A&M University) is an assistant professor of marketing at Florida State University. Her research interests include customer relationship marketing, privacy related issues, technology and the consumer, and volunteering behaviors. Her research has been published in the Communications of the ACM , Journal of Nonprofit and Public Sector Marketing and Journal of Customer Behavior . She can be reached at [e-mail].

Maria Rigou has an MSc in Computer Science, in the field of interactive systems evaluation. She is currently working as a researcher (PhD student) at the Computer Engineering and Informatics Department of the University of Patras, and also at the Internet and Multimedia Technologies Research Unit of the Research Academic Computer Technology Institute. As a researcher, she is working on personalization techniques and the use of Web usage mining in adapting Web site content and structure and has several publications in the domain of Web mining and its applications in e-Commerce, e-Learning, as well as the formation and behavior of Online Communities. She has coauthored three book chapters on personalization-related technologies.

Mark P. Sena is an assistant professor in the Department of Information Systems at Xavier University. He holds a PhD in decision science and information systems from the University of Kentucky along with a BBA in business analysis from Texas A&M University and an MBA from Miami University (OH). His research has been published in Decision Support Systems, the International Journal of Human-Computer Interaction , the Journal of Decision Systems, and Information Technology and Management. Professor Sena's research interests include electronic commerce, enterprise systems, and business intelligence.

Kim Sheehan is associate professor at the University of Oregon's School of Journalism and Communication (USA). Her teaching and research interests include online consumer behavior, research methods , and advertising creative strategy. Her research has appeared in Journal of Advertising, Journal of Advertising Research and Journal of Public Policy and Marketing . Kim is author of Controversies in Contemporary Advertising (Sage, 2003) and was co-author of Using Qualitative Research Methods in Advertising recently transmitted to production (Sage, 2002); in addition she contributed chapters to Internet Marketing: Readings and Online Resources, Paul Richardson, McGraw/Hill (2000) and Frontiers in Direct Marketing Research, Joseph Phelps, John Wiley and Sons (1998) . The Advertising Research Division in 1997 awarded her Best Paper. In 1999, Kim was finalist for Best Paper in the Journal of Advertising . Prior to becoming an academic, Kim worked as media director and media supervisor for several advertising agencies including Foote Cone and Belding. Her clients included Budweiser, Coldwell Banker Real Estate, McDonalds, Laura Ashley, People Magazine, Bank of Boston, and Kraft-Miracle Whip.

Spiros Sirmakessis is an assistant professor in the Technological Educational Institution of Messolongi and the manager of the Internet and Multimedia Technologies Research Unit of the Research Academic Computer Technology Institute (http:// www.cti.gr). He is also an adjunct assistant professor at the University of Patras, teaching Human Computer Interaction and e-Business courses. His research areas include human computer interaction, human factors, e-business strategies, efficient techniques for designing interactive systems and web mining. He has co-authored three books and several research papers published in international journals and conferences.

Kirk St.Amant is an assistant professor with the Institute of Technical and Scientific Communication at James Madison University. His background is in anthropology, international government, and technical communication. His research interests include intercultural communication with a focus on how online communication technologies affect cross-cultural interactions. He has taught online courses in intercultural communication for Mercer University and James Madison University. He has also taught courses in e-commerce, distance education, and business communication in the Ukraine as a part of the USAID-sponsored Consortium for the Enhancement of Ukrainian Management Education (CEUME).

Fiona Sussan is a marketing doctoral student at Baruch College, CUNY in New York, NY. Her research interests include e-marketing, new-product diffusion and information systems. She was a Fellow at the 2003 AMA Sheth Foundation Doctoral Consortium. Her dissertation proposal has recently been awarded the John Funk Fellowship from the Center of Research in Technology and Innovation of Kellogg School of Management, Northwestern University.

Arvind K Tripathi received his PhD in operations and information management from the School of Business, University of Connecticut (2003). He is currently an assistant professor of management information systems at the University of Washington Business School, Seattle, Washington. His current research interests are in the areas of management of information systems, online advertising/marketing, and electronic markets. His research has appeared in Communications of the ACM and Americas Conference in Information Systems .

Shenja van der Graaf received her MA in media studies (Institute of Media & Re/ Presentation) at the Utrecht University (1999) and is currently working on her PhD on advertising practices. In 2000 she was awarded with a scholarship from the Dutch Ministry of Education, Culture and Sciences, Leiden University and Japan-Netherlands Institute in Tokyo. Her research focused on the Japanese media industry and American and European markets. In 2003 she was admitted in the summer doctoral program at the Oxford Internet Institute (University of Oxford). Currently she is collaborating on a several projects with Hakuhodo, Ericsson, and the Berkman Center for Internet & Society.

Zhiping D. Walter received a PhD in business administration, specializing in management information systems from the Simon School of Business, University of Rochester. She is currently an assistant professor of management information systems at the Business School, University of Colorado at Denver. Dr. Walter's research interests are in the areas of economics of information systems, Internet marketing, and information technology in healthcare. Her research has been published or has been accepted to publish in Communications of the ACM, Decision Support Systems, International Journal of Electronic Commerce, European Journal of Operational Research, International Journal of Healthcare Technology Management and Technology Analysis and Strategic Management .

Michael A. Webb is a professor in the Department of Economics at Xavier University. He served as the dean of Xavier's Williams College of Business (1997-2003) after serving as department chair of economics at the University of Kentucky. He holds a PhD in economics from the University of Illinois at Champaign-Urbana along with a BA and MA from the University of Texas at Arlington. He has published research in such journals as International Economic Journal, Journal of Development Economics, Economic Inquiry, Oxford Economic Papers , and the Journal of International Economics . Professor Webb's research focuses on international trade and development.