Table of Contents
Consumer Power: Evolution in the Digital Age - Labrecque et al. (2013).........................................................3
Digital marketing: A framework, review and research agenda - Kannan & Li (2017).......................................4
Informational Challenges in Omnichannel Marketing: Remedies and Future Research - Cui et al. (2021)........5
The Showrooming Phenomenon: It’s More than Just About Price - Gensler et al. (2017)................................7
Feeling Confident and Smart with Webrooming: Understanding the Consumer’s Path to Satisfaction - Flavian
et al. (2019).................................................................................................................................................. 9
Identifying omnichannel deal prone segments, their antecedents, and their consequences - Valentini et al.
(2020)......................................................................................................................................................... 10
Loyalty Formation for Different Customer Journey Segments - Herhausen et al. (2019)................................11
Service Encounters, Experiences, and the Customer Journey: Defining the Field and a Call to Expand our Lens
- Voorhees et al (2017)................................................................................................................................ 14
Elements of Strategic Social Media Marketing: A Holistic Framework - Felix et al (2017)..............................16
Watch Your Tone: How a Brand’s Tone of Voice on Social Media Influences Consumer Responses - Barcelos
et al. (2018)................................................................................................................................................. 17
Online Reviewer Engagement: A Typology Based on Reviewer Motivations - Mathwick and Mosteller (2017)
................................................................................................................................................................... 19
The effect of review valence and variance on product evaluations: an examination of intrinsic and extrinsic
cues - Langan et al. (2017)........................................................................................................................... 20
The Polarity of Online Reviews: Prevalence, Drivers, and Implications - Schoenmueller et al (2020).............21
What Are Likes Worth? A Facebook Page Field Experiment - Mochon et al (2017)........................................22
Effects of offline ad content on online brand search: insights from super bowl advertising - Chandrasekan
(2018)......................................................................................................................................................... 23
Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly
Arousing, Skippable Video Ads - Belanche et al (2017).................................................................................24
Conceptualizing the electronic word-of-mouth process: what we know and need to know about eWOM
creation, exposure, and evaluation - Rosario et al (2020).............................................................................25
Promotional Tactics for Online Viral Marketing Campaigns: How Scarcity and Personalization Affect Seed
Stage Referrals - Koch & Benlian (2015)....................................................................................................... 26
Valuable virality - Apkinar & Berger (2017).................................................................................................. 26
Improving Consumer Mindset Metrics and Shareholder Value Through Social Media: The Different Roles of
Owned and Earned Media - Malshe et al (2018)........................................................................................... 27
Customer engagement in social media: a framework and meta-analysis - De Oliveira Santini et al. (2020). . .29
1
,Good to be novel? Understanding how idea feasibility affects idea adoption decision making in
crowdsourcing - Chan et al (2018)................................................................................................................ 30
Responding to the 98%: face-enhancing strategies for dealing with rejected customer ideas - Fombelle et al
(2016)......................................................................................................................................................... 31
The Internet-of-Things: Review and research directions - Ng & Wakenshaw (2017)......................................31
Brave new world: service robots in the frontline - Wirtz et al (2018)............................................................32
Gamified Information Presentation and Consumer Adoption of Product Innovations - Muller-Stewens et al
(2017)......................................................................................................................................................... 34
Hook vs. Hope: how to enhance customer engagement through gamification - Eisingerich (2018)................35
Mobile Shopping Through Applications: Understanding Application Possession and Mobile Purchase- Kim et
al (2017)...................................................................................................................................................... 37
Personalized mobile marketing strategies - Tong et al (2020).......................................................................38
Behaviorally targeted location-based mobile marketing - Bernritter (2021)..................................................40
2
, Consumer Power: Evolution in the Digital Age - Labrecque et al. (2013)
Article examines the intersection of digital media and consumer behavior to gain insights into
consumer empowerment.
Power: the asymmetric ability to control people or valued resources in online social relations.
- In this regard, asymmetric and online social relations refer to the relative degree of mutual
dependences between at least two parties.
- Ability is used to indicate that explicit action by a powerful entity might not be required, as
long as the claim of power is not questioned by the powerless.
- Control over people relates to influence, which is a function of reach, the
- degree of the person's embeddedness in the social network, and persuasiveness, linked to
the relevance of the content the person creates online.
- Control over valuable resources refers to the right to dispose of tangible or nontangible
assets online.
- Empowerment refers to the dynamic process of gaining power through action by changing
the status quo in current power balances.
Status: in social relations is the extent to which an individual or group is respected or admitted by
others. It becomes more and more malleable and transparent in the online environment.
Four sources of consumer power
Although the four power sources below are described parallel with historical technology
developments, the sources do not represent finite moments in time. Instead, new sources emerge
successively to complement prior sources.
3
Consumer Power: Evolution in the Digital Age - Labrecque et al. (2013).........................................................3
Digital marketing: A framework, review and research agenda - Kannan & Li (2017).......................................4
Informational Challenges in Omnichannel Marketing: Remedies and Future Research - Cui et al. (2021)........5
The Showrooming Phenomenon: It’s More than Just About Price - Gensler et al. (2017)................................7
Feeling Confident and Smart with Webrooming: Understanding the Consumer’s Path to Satisfaction - Flavian
et al. (2019).................................................................................................................................................. 9
Identifying omnichannel deal prone segments, their antecedents, and their consequences - Valentini et al.
(2020)......................................................................................................................................................... 10
Loyalty Formation for Different Customer Journey Segments - Herhausen et al. (2019)................................11
Service Encounters, Experiences, and the Customer Journey: Defining the Field and a Call to Expand our Lens
- Voorhees et al (2017)................................................................................................................................ 14
Elements of Strategic Social Media Marketing: A Holistic Framework - Felix et al (2017)..............................16
Watch Your Tone: How a Brand’s Tone of Voice on Social Media Influences Consumer Responses - Barcelos
et al. (2018)................................................................................................................................................. 17
Online Reviewer Engagement: A Typology Based on Reviewer Motivations - Mathwick and Mosteller (2017)
................................................................................................................................................................... 19
The effect of review valence and variance on product evaluations: an examination of intrinsic and extrinsic
cues - Langan et al. (2017)........................................................................................................................... 20
The Polarity of Online Reviews: Prevalence, Drivers, and Implications - Schoenmueller et al (2020).............21
What Are Likes Worth? A Facebook Page Field Experiment - Mochon et al (2017)........................................22
Effects of offline ad content on online brand search: insights from super bowl advertising - Chandrasekan
(2018)......................................................................................................................................................... 23
Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly
Arousing, Skippable Video Ads - Belanche et al (2017).................................................................................24
Conceptualizing the electronic word-of-mouth process: what we know and need to know about eWOM
creation, exposure, and evaluation - Rosario et al (2020).............................................................................25
Promotional Tactics for Online Viral Marketing Campaigns: How Scarcity and Personalization Affect Seed
Stage Referrals - Koch & Benlian (2015)....................................................................................................... 26
Valuable virality - Apkinar & Berger (2017).................................................................................................. 26
Improving Consumer Mindset Metrics and Shareholder Value Through Social Media: The Different Roles of
Owned and Earned Media - Malshe et al (2018)........................................................................................... 27
Customer engagement in social media: a framework and meta-analysis - De Oliveira Santini et al. (2020). . .29
1
,Good to be novel? Understanding how idea feasibility affects idea adoption decision making in
crowdsourcing - Chan et al (2018)................................................................................................................ 30
Responding to the 98%: face-enhancing strategies for dealing with rejected customer ideas - Fombelle et al
(2016)......................................................................................................................................................... 31
The Internet-of-Things: Review and research directions - Ng & Wakenshaw (2017)......................................31
Brave new world: service robots in the frontline - Wirtz et al (2018)............................................................32
Gamified Information Presentation and Consumer Adoption of Product Innovations - Muller-Stewens et al
(2017)......................................................................................................................................................... 34
Hook vs. Hope: how to enhance customer engagement through gamification - Eisingerich (2018)................35
Mobile Shopping Through Applications: Understanding Application Possession and Mobile Purchase- Kim et
al (2017)...................................................................................................................................................... 37
Personalized mobile marketing strategies - Tong et al (2020).......................................................................38
Behaviorally targeted location-based mobile marketing - Bernritter (2021)..................................................40
2
, Consumer Power: Evolution in the Digital Age - Labrecque et al. (2013)
Article examines the intersection of digital media and consumer behavior to gain insights into
consumer empowerment.
Power: the asymmetric ability to control people or valued resources in online social relations.
- In this regard, asymmetric and online social relations refer to the relative degree of mutual
dependences between at least two parties.
- Ability is used to indicate that explicit action by a powerful entity might not be required, as
long as the claim of power is not questioned by the powerless.
- Control over people relates to influence, which is a function of reach, the
- degree of the person's embeddedness in the social network, and persuasiveness, linked to
the relevance of the content the person creates online.
- Control over valuable resources refers to the right to dispose of tangible or nontangible
assets online.
- Empowerment refers to the dynamic process of gaining power through action by changing
the status quo in current power balances.
Status: in social relations is the extent to which an individual or group is respected or admitted by
others. It becomes more and more malleable and transparent in the online environment.
Four sources of consumer power
Although the four power sources below are described parallel with historical technology
developments, the sources do not represent finite moments in time. Instead, new sources emerge
successively to complement prior sources.
3
