In this article, the impact of strategic orientations on the use of digital marketing tactics and, subsequently, on the international business performance of small electronic retailers (e-retailers) in cross-border electronic commerce (e-commerce) is analysed. Furthermore, these relationships are compared between e-retailers originating in both developed and emerging e-commerce markets. Using a sample of 446 small business-to-consumer e-retailers from 20 European countries, we find that the deployment of digital marketing tactics has a positive effect on international business performance. Of the strategic orientations examined, foreign market orientation is most associated with the use of digital marketing tactics. Remarkably, growth orientation only has a positive effect on e-retailers from developed e-commerce markets, while customer orientation negatively affects e-retailers from emerging e-commerce markets. The differences between e-retailers from developed and emerging e-commerce markets are prominent and show that markets should not be considered as either uniform or generalisable.
As smart solutions for healthcare (eHealth) are becoming increasingly widespread, apps and other digital devices may effectively complement various forms of psychotherapy. We point at children and adolescents in psychological therapy as a yet-underserved public for similar solutions. Moreover, a shared design sensibility between interaction designers, game designers, and therapists is still lacking. The Games 4 Therapy initiative was launched to address this problem space through practical design explorations. We illustrate its design research agenda, we call for more attention to children and adolescents as important recipients of digitally-mediated psychological therapies, and we offer actionable concepts and game design tactics for interaction designers and psychotherapists. Finally, we discuss our findings by "thinking through" a selection of conceptual design explorations, pointing at the characteristics and tactics we identified in our sketches.
LINK
Social media has become a prolific tool for companies to build their brands. An effective way to interact with stakeholders on social media has been the relatively new discipline of ‘influencer marketing’. Here, companies engage social media stars to use their large fan-base to promote products and services on their brand’s behalf. While related to the promotional tactic of word-of-mouth marketing, influencer marketing lacks a theoretical foundation in the academic discourse. This paper aims to fill this gap by offering a conceptualisation to operationalize the new discipline in practice. The conceptualisation proposes brand owners a methodology to choose the right influencers for their brands and guides influencers to perform optimally with their fan base. Lastly, a consumer perspective is taken to the discussion to emphasize the relevance of influencer marketing in the consumer purchase decision-making process.
LINK
