campus market labs kenan flagler intranet

Based on information adoption model (IAM) and information transmission theory, the paper established the influence mechanism model of eWOM information structures on generation Z consumers’ purchase intentions. The influence of different forms of electronic word of mouth (eWOM) on the consumption decisions of generation Z consumers is quite different.

Generation Z consumers are characterized by social networking and instant decision-making.

Given this, marketing managers are advised to subject insights from visual representations to more formal analysis. Although visual representations are likely to improve marketing manager efficiency, offer new insights, and increase customer satisfaction and loyalty, they may also bias decisions by focusing attention on a limited set of alternatives, increasing the salience and evaluability of less diagnostic information, and encouraging inaccurate comparisons. From this framework, the authors derive a set of testable propositions that serve as an agenda for further research. This article presents a framework for thinking about how visual representations are likely to affect the decision processes or tasks that marketing managers and consumers commonly face, particularly those that involve the analysis or synthesis of substantial amounts of data. A large number of visualization tools have been created to help decision makers understand increasingly rich databases of product, customer, sales force, and other types of marketing information.

Campus market labs kenan flagler intranet