Efthymios Constantinides | University of Twente (original) (raw)

Books by Efthymios Constantinides

Research paper thumbnail of A volume in the Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series Consumer Information Systems and Relationship Management: Design, Implementation, and Use

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Research paper thumbnail of Constantinides, E. 2013, Social Media Marketing: Challenges and Opportunities in the Web 2.0 Marketplace. In: Consumer Information Systems and Relationship Management: Design, Implementation, and Use. IGI Global, 51 – 73

The present stage in the evolution of the Internet, commonly called Web 2.0, has revolutionized t... more The present stage in the evolution of the Internet, commonly called Web 2.0, has revolutionized the way people communicate, interact, and share information and has radically changed the way customers search for and buy products. The increasing adoption of Web 2.0 applications and technologies has led to an explosion of customer-generated content and has opened new opportunities for networking and collaboration among customers. Web 2.0 applications have brought about a new media category, the Social Media, increasingly growing in importance at the cost of traditional media. The Social Media have changed the power structures in the marketplace; evidence points to a major power-migration that is taking place and to the emergence of a new breed of powerful and sophisticated customers, difficult to influence, persuade, and retain. The chapter outlines the nature, effects, and present status of the Social Media, underscoring their role as agents of customer-empowerment. It explains their aptitude and possible roles as part of the corporate marketing strategy and identifies different ways of engaging them as marketing tools. The chapter proposes two possible Social Media marketing strategies. One is a passive approach focusing on utilizing the Social Media domain as source of customer voice and market intelligence. The second is an active approach, engaging the Social Media as direct marketing and PR channels, as channels of customer influence, as tools of personalizing products, and last, but not least, developing them as platforms of co-operation and customer-generated innovation. Finally, the chapter identifies future research directions for this new element of the marketing landscape.

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Research paper thumbnail of Lorenzo-Romero, C. and Constantinides, E. and Gomez-Borja, M.A. (2013) Web Experience Effects in a Virtual Shopping Interaction Environment. In: Consumer Information Systems and Relationship Management: Design, Implementation, and Use. IGI Global

The objective of this chapter is to contextualize the concepts of web atmospherics and web experi... more The objective of this chapter is to contextualize the concepts of web atmospherics and web experience in the particular case of a shopping situation in the Internet environment. Based on a broader concept of user experience, the chapter identifies the main influencers of consumer behaviour in the Internet environment assessing the role and degree of importance of usability, trust and other web experience dimensions on consumer decision-making processes and responses. The chapter presents the results of a research project comparing the influence of the web experience on consumer behaviour in different cultural environments; the study analyses the role of cultural differences on the online shopping behaviour of consumers from two different European countries. The study identifies several similarities and a few differences in the way web experience factors affect the decision making process and the choice of an online vendor by customers with different cultural backgrounds. The findings provide evidence of behavioural homogenization between consumers of different ethnic origin in the new global virtual marketplace

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Research paper thumbnail of Virtual Marketing: New rules and challenges in the networked marketplace

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Papers by Efthymios Constantinides

Research paper thumbnail of The Internet of Things : The Next Big Thing for New Product Development?

More and more physical products have sensors embedded in them and are able to connect to the inte... more More and more physical products have sensors embedded in them and are able to connect to the internet. This network of 'smart products' is known as the Internet of Things. These products create large amounts of data (smart product data) that can provide insight in the product’s environment and use context. Although this data is expected to be of great value for businesses, it is not known how the input of this data affects the key success factors of product innovation in a business context. This research studies how the input of smart product data in the New Product Development process affects the key success factors of the process, namely (1) maximized fit with customer requirements, (2) minimized development cycle time and (3) controlled development costs. By means of a literature study, an expert study and an interview with PostNL, this study was able to answer the research question. Both the literature and experts agree that smart product data will help maximize the fit ...

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Research paper thumbnail of Connecting Small and Medium Enterprises to the New Consumer

IGI Global eBooks, Jan 18, 2011

This chapter explains the nature, effects and current standing of the new generation of Internet ... more This chapter explains the nature, effects and current standing of the new generation of Internet applications, commonly known as Social Media or Web 2.0, reviews their role as marketing instruments and identifies opportunities for SMEs for engaging them as part of their marketing strategy. The chapter defines and analyses the Social Media phenomenon, identifying the main approaches corporations follow in engaging Web 2.0-based applications in order to that support, complement or improve their traditional and online marketing activities. These approaches aim at using the social Internet as source of market intelligence, communicating with customers, efficiently develop-, market- and distribute products and also improve customer relations and retention. The chapter proposes a classification of the main Social Media -based applications and their roles as passive or active marketing instruments. Based on the experience of pioneering firms the chapter identifies the main conditions and options for SMEs willing to utilize the Web 2.0 as commercial tool in order to advance their marketing operations and connect to the new consumer in the virtual and physical marketplace. While field experience so far indicates that large corporations rather than SMEs are more likely to engage in Social Media marketing the low cost, potential and apparent popularity of Social Media among customers make the domain extremely attractive for SMEs.

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Research paper thumbnail of The Marketing Mix Revisited: Towards the 21st Century Marketing

Social Science Research Network, Jun 27, 2006

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Research paper thumbnail of Emotional contagion triggered by online consumer reviews: Evidence from a neuroscience study

Journal of Retailing and Consumer Services, Jul 1, 2022

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Research paper thumbnail of Strategies for Surviving the Internet Meltdown: The Case of Two Internet Incumbents

Social Science Research Network, Mar 1, 2012

ABSTRACT This paper reviews a number of theoretical issues dealing with the strategic management ... more ABSTRACT This paper reviews a number of theoretical issues dealing with the strategic management process in fast-evolving, uncertain environments and examines the fit between theory and practice by means of two case studies, two successful dot.com incumbents from the first generation of Internet start-ups. Analysis of survival and growth strategies of the two virtual firms reveals interesting similarities in their evolutionary processes and corporate strategic attitudes. In both cases the company management has ensured survival and growth through rigorous organizational transformation based on very intensive, flexible and short-term- rather than long-term-oriented strategic decision making. This approach has helped out both companies not only to escape the Internet fall-out but also to build up strong brands and leading market position. As well as identifying managerial approaches, the case studies show analogies to theoretical approaches on managing the strategic process in evolving and chaotic environments.

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Research paper thumbnail of Adoption of Social Networking sites by Dutch users

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Research paper thumbnail of Segmenting the Social Networking Sites users: The case of the Netherlands

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Research paper thumbnail of Impact of cultural background on consumer Web Experience

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Research paper thumbnail of Higher education marketing : A study on the impact of social media on study selection and university choice

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Research paper thumbnail of Who are voice users? The contributions of decision-making conflict theory

Journal of Consumer Marketing, Oct 5, 2022

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Research paper thumbnail of Extrinsic and intrinsic employee motives for co-creation in online communities

20th International CINet Conference 2019: Innovating in an era of continuous disruption, Sep 1, 2019

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Research paper thumbnail of The effect of music on consumer behavior : A neuromarketing approach

The physical environment where services are delivered affects individuals within it. Servicescape... more The physical environment where services are delivered affects individuals within it. Servicescapes or atmospherics refer to the subfield of marketing which applies environmental psychology to marketing research and studies the effect of environment to individuals within it. Environmental stimuli can trigger emotions, such as pleasure and arousal, and behaviors, such us approach and avoidance to individuals exposed to them; the level of arousal / non-arousal and the pleasure-displeasure experienced by individuals will determine their approach-avoidance responses. The two emotional states also interact with each other in a way that arousal intensifies both pleasant and unpleasant reactions. The paper describes the objectives and methodology of a study aiming to investigate the effect of background music stimulation on binary consumer choices. Specifically, by manipulating the tempo and BPM (Bits per Minute) of a musical piece, three different conditions will be made: a slow tempo, a m...

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Research paper thumbnail of The efficacy of the Internet and Social Media as Medical Marketing Tools

The role and efficacy of online marketing in healthcare remains underexplored. The present study,... more The role and efficacy of online marketing in healthcare remains underexplored. The present study, focusing on one medical specialty, investigates the perceived role of the Internet and social media as marketing tools from the perspectives of both healthcare providers and patients. It assesses their role as communication and customer acquisition channels and identifies differences in perceptions between providers and patients. The findings suggest that the role of the Internet and social media as patient acquisition channels is limited but presence of healthcare providers in these channels is considered as important for reassuring customers. The results indicate that the online presence of healthcare providers in a web site is considered as a given fact by patients (a hygienic factor in Herzberg's terminology) while the presence in social media has a reinforcing impact (a motivating factor in Herzberg’s terminology) with important effect on trust and long-term relationships.

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Research paper thumbnail of Extrinsic and intrinsic customer motives for participation in co-creation activities in online communities: A taxonomy

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Research paper thumbnail of Consumer Neuroscience: Attentional Preferences for Wine Labeling Reflected in the Posterior Contralateral Negativity

Frontiers in Psychology, 2021

During the decision-making process, consumers notice, inspect, and visually scan different produc... more During the decision-making process, consumers notice, inspect, and visually scan different products. External characteristics of a product, such as design, packaging, label, and logo, have been shown to strongly influence how customers perceive, assess, and select a product. Marketers have put a lot of effort into determining the factors that trigger consumers’ visual attention toward products, using traditional research methods, self-reports, or observations. The use of neuroscientific tools to study consumer behavior may improve our understanding of how external characteristics influence consumers’ visual attention. Consumer neuroscience research shows that preferences for a product may already be reflected in brain activity before customers make a final decision. Using electroencephalography (EEG), we investigated whether the design of different wine labeling influences individual preferences, reflected in the neural activity related to visual attention. More specifically, we exa...

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Research paper thumbnail of Web Experience and online shopping behaviour: Effects and Responses

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Research paper thumbnail of A volume in the Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series Consumer Information Systems and Relationship Management: Design, Implementation, and Use

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Constantinides, E. 2013, Social Media Marketing: Challenges and Opportunities in the Web 2.0 Marketplace. In: Consumer Information Systems and Relationship Management: Design, Implementation, and Use. IGI Global, 51 – 73

The present stage in the evolution of the Internet, commonly called Web 2.0, has revolutionized t... more The present stage in the evolution of the Internet, commonly called Web 2.0, has revolutionized the way people communicate, interact, and share information and has radically changed the way customers search for and buy products. The increasing adoption of Web 2.0 applications and technologies has led to an explosion of customer-generated content and has opened new opportunities for networking and collaboration among customers. Web 2.0 applications have brought about a new media category, the Social Media, increasingly growing in importance at the cost of traditional media. The Social Media have changed the power structures in the marketplace; evidence points to a major power-migration that is taking place and to the emergence of a new breed of powerful and sophisticated customers, difficult to influence, persuade, and retain. The chapter outlines the nature, effects, and present status of the Social Media, underscoring their role as agents of customer-empowerment. It explains their aptitude and possible roles as part of the corporate marketing strategy and identifies different ways of engaging them as marketing tools. The chapter proposes two possible Social Media marketing strategies. One is a passive approach focusing on utilizing the Social Media domain as source of customer voice and market intelligence. The second is an active approach, engaging the Social Media as direct marketing and PR channels, as channels of customer influence, as tools of personalizing products, and last, but not least, developing them as platforms of co-operation and customer-generated innovation. Finally, the chapter identifies future research directions for this new element of the marketing landscape.

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Research paper thumbnail of Lorenzo-Romero, C. and Constantinides, E. and Gomez-Borja, M.A. (2013) Web Experience Effects in a Virtual Shopping Interaction Environment. In: Consumer Information Systems and Relationship Management: Design, Implementation, and Use. IGI Global

The objective of this chapter is to contextualize the concepts of web atmospherics and web experi... more The objective of this chapter is to contextualize the concepts of web atmospherics and web experience in the particular case of a shopping situation in the Internet environment. Based on a broader concept of user experience, the chapter identifies the main influencers of consumer behaviour in the Internet environment assessing the role and degree of importance of usability, trust and other web experience dimensions on consumer decision-making processes and responses. The chapter presents the results of a research project comparing the influence of the web experience on consumer behaviour in different cultural environments; the study analyses the role of cultural differences on the online shopping behaviour of consumers from two different European countries. The study identifies several similarities and a few differences in the way web experience factors affect the decision making process and the choice of an online vendor by customers with different cultural backgrounds. The findings provide evidence of behavioural homogenization between consumers of different ethnic origin in the new global virtual marketplace

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Virtual Marketing: New rules and challenges in the networked marketplace

Bookmarks Related papers MentionsView impact

Research paper thumbnail of The Internet of Things : The Next Big Thing for New Product Development?

More and more physical products have sensors embedded in them and are able to connect to the inte... more More and more physical products have sensors embedded in them and are able to connect to the internet. This network of 'smart products' is known as the Internet of Things. These products create large amounts of data (smart product data) that can provide insight in the product’s environment and use context. Although this data is expected to be of great value for businesses, it is not known how the input of this data affects the key success factors of product innovation in a business context. This research studies how the input of smart product data in the New Product Development process affects the key success factors of the process, namely (1) maximized fit with customer requirements, (2) minimized development cycle time and (3) controlled development costs. By means of a literature study, an expert study and an interview with PostNL, this study was able to answer the research question. Both the literature and experts agree that smart product data will help maximize the fit ...

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Connecting Small and Medium Enterprises to the New Consumer

IGI Global eBooks, Jan 18, 2011

This chapter explains the nature, effects and current standing of the new generation of Internet ... more This chapter explains the nature, effects and current standing of the new generation of Internet applications, commonly known as Social Media or Web 2.0, reviews their role as marketing instruments and identifies opportunities for SMEs for engaging them as part of their marketing strategy. The chapter defines and analyses the Social Media phenomenon, identifying the main approaches corporations follow in engaging Web 2.0-based applications in order to that support, complement or improve their traditional and online marketing activities. These approaches aim at using the social Internet as source of market intelligence, communicating with customers, efficiently develop-, market- and distribute products and also improve customer relations and retention. The chapter proposes a classification of the main Social Media -based applications and their roles as passive or active marketing instruments. Based on the experience of pioneering firms the chapter identifies the main conditions and options for SMEs willing to utilize the Web 2.0 as commercial tool in order to advance their marketing operations and connect to the new consumer in the virtual and physical marketplace. While field experience so far indicates that large corporations rather than SMEs are more likely to engage in Social Media marketing the low cost, potential and apparent popularity of Social Media among customers make the domain extremely attractive for SMEs.

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Research paper thumbnail of The Marketing Mix Revisited: Towards the 21st Century Marketing

Social Science Research Network, Jun 27, 2006

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Emotional contagion triggered by online consumer reviews: Evidence from a neuroscience study

Journal of Retailing and Consumer Services, Jul 1, 2022

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Strategies for Surviving the Internet Meltdown: The Case of Two Internet Incumbents

Social Science Research Network, Mar 1, 2012

ABSTRACT This paper reviews a number of theoretical issues dealing with the strategic management ... more ABSTRACT This paper reviews a number of theoretical issues dealing with the strategic management process in fast-evolving, uncertain environments and examines the fit between theory and practice by means of two case studies, two successful dot.com incumbents from the first generation of Internet start-ups. Analysis of survival and growth strategies of the two virtual firms reveals interesting similarities in their evolutionary processes and corporate strategic attitudes. In both cases the company management has ensured survival and growth through rigorous organizational transformation based on very intensive, flexible and short-term- rather than long-term-oriented strategic decision making. This approach has helped out both companies not only to escape the Internet fall-out but also to build up strong brands and leading market position. As well as identifying managerial approaches, the case studies show analogies to theoretical approaches on managing the strategic process in evolving and chaotic environments.

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Research paper thumbnail of Adoption of Social Networking sites by Dutch users

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Segmenting the Social Networking Sites users: The case of the Netherlands

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Impact of cultural background on consumer Web Experience

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Higher education marketing : A study on the impact of social media on study selection and university choice

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Who are voice users? The contributions of decision-making conflict theory

Journal of Consumer Marketing, Oct 5, 2022

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Extrinsic and intrinsic employee motives for co-creation in online communities

20th International CINet Conference 2019: Innovating in an era of continuous disruption, Sep 1, 2019

Bookmarks Related papers MentionsView impact

Research paper thumbnail of The effect of music on consumer behavior : A neuromarketing approach

The physical environment where services are delivered affects individuals within it. Servicescape... more The physical environment where services are delivered affects individuals within it. Servicescapes or atmospherics refer to the subfield of marketing which applies environmental psychology to marketing research and studies the effect of environment to individuals within it. Environmental stimuli can trigger emotions, such as pleasure and arousal, and behaviors, such us approach and avoidance to individuals exposed to them; the level of arousal / non-arousal and the pleasure-displeasure experienced by individuals will determine their approach-avoidance responses. The two emotional states also interact with each other in a way that arousal intensifies both pleasant and unpleasant reactions. The paper describes the objectives and methodology of a study aiming to investigate the effect of background music stimulation on binary consumer choices. Specifically, by manipulating the tempo and BPM (Bits per Minute) of a musical piece, three different conditions will be made: a slow tempo, a m...

Bookmarks Related papers MentionsView impact

Research paper thumbnail of The efficacy of the Internet and Social Media as Medical Marketing Tools

The role and efficacy of online marketing in healthcare remains underexplored. The present study,... more The role and efficacy of online marketing in healthcare remains underexplored. The present study, focusing on one medical specialty, investigates the perceived role of the Internet and social media as marketing tools from the perspectives of both healthcare providers and patients. It assesses their role as communication and customer acquisition channels and identifies differences in perceptions between providers and patients. The findings suggest that the role of the Internet and social media as patient acquisition channels is limited but presence of healthcare providers in these channels is considered as important for reassuring customers. The results indicate that the online presence of healthcare providers in a web site is considered as a given fact by patients (a hygienic factor in Herzberg's terminology) while the presence in social media has a reinforcing impact (a motivating factor in Herzberg’s terminology) with important effect on trust and long-term relationships.

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Extrinsic and intrinsic customer motives for participation in co-creation activities in online communities: A taxonomy

Bookmarks Related papers MentionsView impact

Research paper thumbnail of Consumer Neuroscience: Attentional Preferences for Wine Labeling Reflected in the Posterior Contralateral Negativity

Frontiers in Psychology, 2021

During the decision-making process, consumers notice, inspect, and visually scan different produc... more During the decision-making process, consumers notice, inspect, and visually scan different products. External characteristics of a product, such as design, packaging, label, and logo, have been shown to strongly influence how customers perceive, assess, and select a product. Marketers have put a lot of effort into determining the factors that trigger consumers’ visual attention toward products, using traditional research methods, self-reports, or observations. The use of neuroscientific tools to study consumer behavior may improve our understanding of how external characteristics influence consumers’ visual attention. Consumer neuroscience research shows that preferences for a product may already be reflected in brain activity before customers make a final decision. Using electroencephalography (EEG), we investigated whether the design of different wine labeling influences individual preferences, reflected in the neural activity related to visual attention. More specifically, we exa...

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Research paper thumbnail of Web Experience and online shopping behaviour: Effects and Responses

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Research paper thumbnail of Latent Segmentation of Dutch Social Networking Sites Users

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Research paper thumbnail of Emotional Contagion: A Brief Overview and Future Directions

Frontiers in Psychology, 2021

Social interactions can trigger emotional contagion between individuals resulting in behavioral s... more Social interactions can trigger emotional contagion between individuals resulting in behavioral synchrony. Emotional contagion can be a very effective and attractive strategy in communication and advertising, and understanding the mechanisms underlying emotional contagion can help marketers to improve their commercial approaches or develop better ones. The purpose of this study is to review and classify the various methodologies and theoretical approaches on emotional contagion, identify the best practices in this domain, and identify ways of gaging and measuring emotional contagion. The study is based on a mini literature review. We identify different mechanisms and approaches to emotional contagion described in the literature. Emotional contagion can be triggered by facial expressions, indirect human interactions, and/or by observing other people's behavior in direct and indirect interactions. Furthermore, emotional contagion can be triggered physiologically or neurologically ...

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Research paper thumbnail of Social Media Corporate Reputation Influencers

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Research paper thumbnail of The Effects of Omni-Channel Retailing on Promotional Strategy

Journal of Theoretical and Applied Electronic Commerce Research

The objective of this study is to ascertain the effects of omni-channel retailing on the promotio... more The objective of this study is to ascertain the effects of omni-channel retailing on the promotional strategy of retail organisations in order to better understand how to alter the promotional strategy in accordance with the ever-changing needs of customers and ultimately provide the customer with a seamless experience. This research is based on a critical systematic literature review of articles related to the topics of ‘omni-channel retailing’ and ‘promotional strategy’. The analysis made evident that most literature is focused on developing an understanding of omni-channel retailing; uncovering consumer behaviours in omni-channel retailing; and ways to adapt promotional strategies related to merchandising, sales promotion, selling, and word of mouth. Past research is quite fractured and does not represent a holistic picture of the implications of omni-channel retailing for promotional strategy. The analysis provided in this paper provides a general guideline for researchers and p...

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Research paper thumbnail of Constantinides E., 2014, Foundations of Social Media Marketing, 2nd International Congress on strategic Innovative Marketing, 13 – 17 September 2013, Prague, Czech Republic.

The Social Media have changed the power structures in the marketplace; evidence points to a major... more The Social Media have changed the power structures in the marketplace; evidence points to a major power migration taking
place and to emergence of a new breed of powerful and sophisticated customer, difficult to influence, persuade and retain.
The paper outlines the nature, effects and present status of the Social Media, underlying their role as customer empowerment
agents. It explains their aptitude and possible roles as part of the corporate Marketing strategy and identifies different ways of
engaging them as marketing tools. The paper proposes two possible Social Media marketing strategies: a. The passive
approach focusing on utilizing the Social Media domain as source of customer voice and market intelligence. b. The active
approach i.e. engaging the Social Media as direct marketing and PR channels, as channels of customer influence, as tools of
personalizing products and last but not least develop them as platforms of co-operation and customer-generated innovation.
Finally the paper identifies future research directions around this new element of the marketing landscape

Bookmarks Related papers MentionsView impact