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Digital Marketing and Technology exam articles summary | Msc. Marketing VU 2020
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This document includes summaries of all the relevant articles for the DMT exam 2020, divided into the question topics.
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1DMT EXAM ARTICLE SUMMARY 2020
TABLE OF CONTENTS
Q1 topic: The future of consumerism: how to deal with augmented reality in shopping? 2
Article: Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and
Vividness Perspective (Yim, Chu & Sauer, 2017) 2
Article: Augmented the eye of the beholder: exploring the strategic potential of augmented reality to
enhance service experiences (Hilken, de Ruyter, Chylinski, Mahr & Keeling, 2017) 5
Q2 topic: Multiple channel realities: how to get in charge and understand the customer journey? 9
Article: Understanding Omni-channel shopping value: a mixed-method study (Hure, Picot-Coupey &
Ackermann, 2017) 9
Article: Toward a three-dimensional framework for omni-channel (Saghiri, Wilding, Mena & Bourlakis,
2017) 11
Article: Integrating Bricks with Clicks: Retailer-Level and Channel-Level Outcomes of Online-Offline
Channel Integration (Herhausen, Binder, Schoegel & Hermann, 2015) 15
Q3 topic: Reviews and reputaton 19
Article: The emotional review-reward effect: how do reviews increase impulsivity (Motyka et al., 2018)
19
Article: A Meta-analytic investigation of the role of valence in online reviews (purnawirawan, eisend,
de pelsmacker & Dens, 2015) 23
Q4 topic: Influencer marketing 26
Article: driving brand engagement through online social influencers: an empirical investigation of
sponsored blogging campaigns (Hughes, Swaminathan & Brooks, 2019) 26
Article: Influencer marketing: social media influencers as human brands attaching to followers and
yielding positive marketing results by fulfilling needs (Ki, Cuevas, Chong & Lim, 2020) 29
Q5 Topic: Branding and social media reputation management: Tone of voice and response
strategies 32
Article: Watch your tone: how a brand’s tone of voice on social media influences consumer responses
(Barcelos, Dantas & Senecal, 2018) 32
Article: ‘Don’t forget that others are watching, too!’ The effect of conversational human voice and reply
length on observers’ perceptions of complaint handling in social media (Javornik, Filieri & gumann,
2020) 36
Article: Effects of companies’ responses to consumer criticism in social media (Xiao, 2013) 39
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