Journal of Theoretical and Applied Electronic Commerce Research

2024

Jump to: 2023, 2021

17 pages, 1136 KiB

Open AccessArticle

Does Experience Matter? Unraveling the Drivers of Expert and Non-Expert Mobile Consumers

by Simona Vinerean, Dan-Cristian Dabija and Gandolfo Dominici

J. Theor. Appl. Electron. Commer. Res. 2024, 19(2), 958-974; https://doi.org/10.3390/jtaer19020050 - 22 Apr 2024

Viewed by 2186

Abstract

The surge in mobile shopping faces a challenge as not all potential consumers are comfortable with this mode. Retailers need a deeper understanding of factors influencing user experience to enhance marketing strategies. Despite extensive research, a gap remains in comprehending this aspect. Using [...] Read more.

The surge in mobile shopping faces a challenge as not all potential consumers are comfortable with this mode. Retailers need a deeper understanding of factors influencing user experience to enhance marketing strategies. Despite extensive research, a gap remains in comprehending this aspect. Using a statistical PLS-SEM-ANN approach, this research aims to explore the psychological dimensions of expert and non-expert mobile shoppers for establishing better targeted marketing strategies in m-commerce settings. Analyzing experience levels in mobile commerce (m-commerce), key drivers like enjoyment, usefulness, subjective norms, and trust were scrutinized as interaction settings for consumers using mobile technologies. The findings reveal that, for less experienced m-shoppers, trust is the most significant driver of attitude and satisfaction, while, for experienced users, trust and usefulness are the primary antecedents. This research provides novel insights, aiding mobile marketers in refining targeting strategies based on consumer experience levels, emphasizing the importance of usefulness and trustworthiness for a seamless m-shopping experience. Full article

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18 pages, 585 KiB

Open AccessArticle

Investigating M-Payment Intention across Consumer Cohorts

by Amonrat Thoumrungroje and Lokweetpun Suprawan

J. Theor. Appl. Electron. Commer. Res. 2024, 19(1), 431-447; https://doi.org/10.3390/jtaer19010023 - 19 Feb 2024

Viewed by 1688

Abstract

This study investigates the widespread adoption of mobile payments (m-payments) and their impact on different generations, particularly post-COVID-19. We fill a gap in research by suggesting a new way to understand this phenomenon through the lens of social cognitive theory. We employed a [...] Read more.

This study investigates the widespread adoption of mobile payments (m-payments) and their impact on different generations, particularly post-COVID-19. We fill a gap in research by suggesting a new way to understand this phenomenon through the lens of social cognitive theory. We employed a multi-stage sampling technique, including purposive, quota, and snowball sampling, to ensure comparable group sizes for four generations and obtained usable survey data from 716 Thai online shoppers. The results reveal direct and indirect (through perceived values) significant relationships between technological self-efficacy and m-payment intention. While perceived values, which constitute functional, emotional, monetary, and social values, fully mediate the relationship between technological self-efficacy and m-payment intention in Gen B and Gen X consumers, it only partially mediates such a relationship in the Gen Y and Gen Z cohorts. Our findings also provide crucial theoretical and practical insights for digital commerce in the evolving landscape of m-payment adoption. Full article

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2023

Jump to: 2024, 2021

22 pages, 3983 KiB

Open AccessArticle

Understanding Factors Influencing Click-Through Decision in Mobile OTA Search Engine Systems

by Hongming Gao and Mingjun Zhan

J. Theor. Appl. Electron. Commer. Res. 2023, 18(1), 634-655; https://doi.org/10.3390/jtaer18010032 - 13 Mar 2023

Cited by 4 | Viewed by 2656

Abstract

Mobile commerce has changed the decision environment for users who intend to reserve a preferred hotel. This study aims to investigate the factors that affect the dynamic click-through decision (CTD) in mobile online travel agency (OTA) search engines. We propose a dynamic Bayesian [...] Read more.

Mobile commerce has changed the decision environment for users who intend to reserve a preferred hotel. This study aims to investigate the factors that affect the dynamic click-through decision (CTD) in mobile online travel agency (OTA) search engines. We propose a dynamic Bayesian inference framework to model individual-level users’ CTDs and examine the effects of item position, price, search cost, and the use of refinement tools. The study uses real-world search log datasets from a global OTA for both mobile and desktop searches. Our results show that (1) the primacy effect is weaker and the effect of item-ranking positions is non-linear in a mobile OTA search compared to a desktop OTA search. Mobile users pay the most attention to the top-ranking results and are less likely to click through the middle or bottom results. (2) Hotel prices have a positive effect on mobile CTDs in the whole mobile searching journey. Additionally, mobile users also tend to seek out hotels with lower price rankings on the current search engine result page. (3) The search cost, measured by the cumulative time duration, has a positive impact on mobile CTDs. The use of refinement tools enhances the effect of search cost. This study extends previous research on position and price effects in an online consumer search from PC-based internet to mobile devices. It also provides managerial implications for mobile OTA search engine marketing and investment for bidding ranking positions. Full article

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2021

Jump to: 2024, 2023

21 pages, 983 KiB

Open AccessArticle

More Haste, Less Speed: How Update Frequency of Mobile Apps Influences Consumer Interest

by Xuan Gong, Amar Razzaq and Wei Wang

J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2922-2942; https://doi.org/10.3390/jtaer16070160 - 27 Oct 2021

Cited by 10 | Viewed by 4474

Abstract

The present study proposes a theoretical framework that uncovers the joint effects of the update frequency of apps and product type of the update on consumer interest and its underlying mechanisms. Building on the theory of mental accounting and regulatory focus, we propose [...] Read more.

The present study proposes a theoretical framework that uncovers the joint effects of the update frequency of apps and product type of the update on consumer interest and its underlying mechanisms. Building on the theory of mental accounting and regulatory focus, we propose that the effects of update frequency on consumer interest are different for hedonic products and utilitarian products. The authors give insights into the main effects with an empirical analysis of a field data set and establish an understanding of the fundamental mechanisms by two laboratory experiments. The findings show that for hedonic products, high update frequency contributes to higher consumer interest by affecting the benefit perception of consumers. For utilitarian products, low update frequency results in higher consumer interest by influencing the risk perception of consumers. Furthermore, the level of update can affect the combined effects of product type and update frequency on consumer interest and, particularly for low update levels, the aforementioned association can be reversed. Full article

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25 pages, 623 KiB

Open AccessArticle

Enhancing Consumer Experience through Development of Implicit Attitudes Using Food Delivery Applications

by Daniel Adrian Gârdan, Gheorghe Epuran, Carmen Adina Paștiu, Iuliana Petronela Gârdan, Daniel Constantin Jiroveanu, Alina Simona Tecău and Diana Magdalena Prihoancă

J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2858-2882; https://doi.org/10.3390/jtaer16070157 - 22 Oct 2021

Cited by 17 | Viewed by 7240

Abstract

In the context created by the COVID-19 pandemic, the aim of the research in this article is to highlight how the consumer experience is constructed, starting from the consumer’s attitudes—which we consider to be implicitly positive—and from the formation of habits of using [...] Read more.

In the context created by the COVID-19 pandemic, the aim of the research in this article is to highlight how the consumer experience is constructed, starting from the consumer’s attitudes—which we consider to be implicitly positive—and from the formation of habits of using mobile applications for food supply. Data were collected from 610 people—users of applications for food delivery in urban areas—in the spring of 2021, using a quantitative type of research in the form of a field survey based on questionnaire completion; for the model validation, we used confirmatory factor analysis. The online questionnaire link was sent out in April 2021, followed by the consumers’ completion of the questionnaire in the same month. The proposed theoretical model highlights the influence of variables that are specific for technology acceptance models on the perceived utility and development of implicit attitudes based on it, as well as the habits of using the application. The results of the research validate the proposed model, showing that attitudes in the form of an implicit-type attitudes developed in time are influencing habits and aid the development of a certain usage behavior depicted by a consumption experience that has specific content. Our paper contributes to a better understanding of the consumer experience development process within the context of technology acceptance in the field of food delivery services, emphasizing the importance of satisfying hedonic motivations as an integral part of the compensatory mechanisms determined by the effects of the pandemic. Full article

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22 pages, 1102 KiB

Open AccessArticle

Use of Mobile Grocery Shopping Application: Motivation and Decision-Making Process among South Korean Consumers

by Hyungjoon Kim

J. Theor. Appl. Electron. Commer. Res. 2021, 16(7), 2672-2693; https://doi.org/10.3390/jtaer16070147 - 7 Oct 2021

Cited by 22 | Viewed by 10381

Abstract

With the revitalization of the online grocery trading market, many consumers are using mobile applications to purchase groceries. Although past studies were conducted on online grocery purchases, few measured mobile app users in a conceptual model that combines both motivational needs and behavioral [...] Read more.

With the revitalization of the online grocery trading market, many consumers are using mobile applications to purchase groceries. Although past studies were conducted on online grocery purchases, few measured mobile app users in a conceptual model that combines both motivational needs and behavioral components. Grounded in the uses and gratifications theory and the theory of planned behavior, this study investigated utilitarian motives, hedonic motives, experiential motives, attitudes, subjective norms, perceived behavioral control, purchase intention, and purchase behavior among mobile grocery app users in South Korea. As an additional analysis, a comparison between users and non-users of mobile grocery apps was implemented. The results showed that the utilitarian motives of grocery app users significantly influenced attitudes, attitudes and subjective norms influenced user intention, and user intention influenced grocery purchase behavior. Users showed statistically higher utilitarian motives, hedonic motives, and attitudes than non-users. The results suggest that South Korean consumers hold positive attitudes toward mobile grocery shopping and that the opinions of others may influence the decision to use the services. Mobile groceries in South Korea may have the potential for continued growth if individuals’ perceived control of the service improves. Implications and suggestions for future research are discussed. Full article

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20 pages, 1904 KiB

Open AccessArticle

Impact of the COVID-19 Pandemic on Online Consumer Purchasing Behavior

by Shengyu Gu, Beata Ślusarczyk, Sevda Hajizada, Irina Kovalyova and Amina Sakhbieva

J. Theor. Appl. Electron. Commer. Res. 2021, 16(6), 2263-2281; https://doi.org/10.3390/jtaer16060125 - 8 Sep 2021

Cited by 161 | Viewed by 171812

Abstract

With the spread of the COVID-19 pandemic and the increasing importance of e-commerce, the study of online consumer behavior is of particular relevance. The purpose of this study was to form a methodological approach to assess the relationships and the level of influence [...] Read more.

With the spread of the COVID-19 pandemic and the increasing importance of e-commerce, the study of online consumer behavior is of particular relevance. The purpose of this study was to form a methodological approach to assess the relationships and the level of influence of the factors activating the purchasing behavior of online consumers against the background of the COVID-19 pandemic. The research methodology was based on the transformation of Cattell’s questionnaire and the implementation of correlation analysis. To determine the predisposition of online consumer behavior at the time of making a purchase decision, this study used the questionnaire method. The survey was conducted among online shoppers in the top 10 countries in terms of e-commerce market growth. The scientific contribution is the proposed methodological toolkit to assess the purchasing behavior of online consumers, which identifies the most influential factors in their purchasing behavior and provides an opportunity to assess the dynamics of their activity during the study period, to identify key trends and determine changes in their behavior. The research revealed what changes in online consumer buying behavior are typical in the COVID-19 pandemic. The impact of consumer awareness and experience has increased. Online consumers have become more experienced, which has influenced the activity of their buying behavior. This study proved the shifting influence of online consumer purchasing behavior factors during the pandemic. The increasing importance of the speed of decision making by consumers when purchasing goods and services online was determined. Full article

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23 pages, 1181 KiB

Open AccessArticle

Do We Need Trust Transfer Mechanisms? An M-Commerce Adoption Perspective

by Jia Jia Sim, Siu Hong Loh, Kee Luen Wong and Chee Keong Choong

J. Theor. Appl. Electron. Commer. Res. 2021, 16(6), 2241-2262; https://doi.org/10.3390/jtaer16060124 - 7 Sep 2021

Cited by 26 | Viewed by 4599

Abstract

This study aimed to provide a comprehensive analysis of the factors that determine and shape consumers’ behavioral intention to adopt mobile commerce (m-commerce). By integrating the core constructs from the Unified Theory of Acceptance and Use of Technology (UTAUT), together with the trust-building [...] Read more.

This study aimed to provide a comprehensive analysis of the factors that determine and shape consumers’ behavioral intention to adopt mobile commerce (m-commerce). By integrating the core constructs from the Unified Theory of Acceptance and Use of Technology (UTAUT), together with the trust-building mechanisms, this study explored the importance of the institutional mechanisms and their moderating effects between trust in the vendors and intention to adopt m-commerce. Traditionally, the effects of institutional mechanisms on trust and adoption intention have been considered separately in different study contexts. The purpose of this study was to extend the literature by simultaneously exploring two institutional mechanisms that are conceptually highly similar to each other, namely, structural assurance (SA) and perceived effectiveness of e-commerce institutional mechanisms (PEEIM). A self-administered survey was used to collect data, which were analyzed using partial least squares structural equation modelling (PLS-SEM). The results revealed that most of the constructs examined have significant relationships with the intention to adopt m-commerce. Additionally, PEEIM exhibits a significant moderating effect but SA does not. This study delineates how trust-building mechanisms play important roles in increasing consumers’ confidence in order to promote m-commerce adoption. Full article

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18 pages, 3400 KiB

Open AccessArticle

Financial Innovation in Digital Payment with WeChat towards Electronic Business Success

by Yuk Ming Tang, Ka Yin Chau, Luchen Hong, Yun Kit Ip and Wan Yan

J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1844-1861; https://doi.org/10.3390/jtaer16050103 - 8 Jun 2021

Cited by 37 | Viewed by 10436

Abstract

Financial innovation and advances in payment systems are important not only to boost remittances but also to foster the successful development of electronic businesses around the world. As such, many leading companies in electronic commerce are putting a great deal of effort into [...] Read more.

Financial innovation and advances in payment systems are important not only to boost remittances but also to foster the successful development of electronic businesses around the world. As such, many leading companies in electronic commerce are putting a great deal of effort into the development of their payment system to attract more users and compete with other leading companies in the market. WeChat is a social communication tool that introduced a payment function widely adopted as a third-party payment in China nowadays. The purpose of this study was to adopt WeChat as a case study to identify the influential factors that impact consumers’ intention to adopt it as digital payment. We identified several core influential factors including service quality, perceived risk, perceived security, perceived ease of use, social influence, compatibility, and age. Qualitative and quantitative analyses were performed to investigate how influential factors affect the adoption of this third-party digital payment platform. The results revealed that all identified factors have a significant influence on consumer’s intention to use digital payment, except age. This study also provided useful advice for digital payment improvement and recommendations to enhance digital payment for the success of electronic business operations. The paper provides new insight into the factors influencing consumers’ intention to use mobile digital payment. Full article

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17 pages, 2165 KiB

Open AccessArticle

Rethinking a Designers’ Rule of Thumb: Influence of Information Seeking and Consumption Goals on Mobile Commerce Interface Design

by Sooa Hwang, Hyunah Park, Kyunghui Oh, Sangwoong Hwang and Jaewoo Joo

J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1631-1647; https://doi.org/10.3390/jtaer16050092 - 19 May 2021

Cited by 5 | Viewed by 4192

Abstract

We investigated whether adding product information in mobile commerce improved consumers’ attitudes toward a product and whether this relationship was moderated by consumption goals. We conducted two field experiments in which we recruited parents in Korea and the USA and asked them how [...] Read more.

We investigated whether adding product information in mobile commerce improved consumers’ attitudes toward a product and whether this relationship was moderated by consumption goals. We conducted two field experiments in which we recruited parents in Korea and the USA and asked them how they evaluated two childcare hybrid products (HPs) newly developed by Samsung Electronics designers. The results revealed that participants exposed to additional information about the HPs evaluated them more favorably than those who were not exposed. However, this relationship disappeared when a consumption goal was activated. Our findings establish a dynamic relationship between information seeking and consumption goals, asking designers to rethink their rule of thumb in the mobile commerce context. Full article

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14 pages, 11202 KiB

Open AccessArticle

Generation Z’ Young Adults and M-Commerce Use in Romania

by Georgeta-Madalina Meghisan-Toma, Silvia Puiu, Nicoleta Mihaela Florea, Flaviu Meghisan and Dalian Doran

J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1458-1471; https://doi.org/10.3390/jtaer16050082 - 5 May 2021

Cited by 21 | Viewed by 6384

Abstract

Generation Z spends much time on mobile Internet and less time accessing Internet services using desktop computers. These traits make them an important niche that can be targeted by retailers. The objective of the present study is to analyze the impact of online [...] Read more.

Generation Z spends much time on mobile Internet and less time accessing Internet services using desktop computers. These traits make them an important niche that can be targeted by retailers. The objective of the present study is to analyze the impact of online advertising, social influence, and usage motivation on the behavioral intention related to m-commerce use among Romanian young adults. The research methodology is based on applying partial least square equation modelling (PLS-SEM), using data collected through a questionnaire. The proposed structural model includes four constructs that are first order reflective. The results reveal that among the influencing factors that determine Generation Z to use m-commerce, the usage motivation factor is the most important one, followed by social influence and online advertising. The research is useful for marketing professionals and retailers in establishing marketing strategies in accordance with the factors that influence the buying decision of young adults, representing Generation Z. Full article

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19 pages, 683 KiB

Open AccessArticle

Customer Experience in Fintech

by Cătălin Mihail Barbu, Dorian Laurenţiu Florea, Dan-Cristian Dabija and Mihai Constantin Răzvan Barbu

J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1415-1433; https://doi.org/10.3390/jtaer16050080 - 30 Apr 2021

Cited by 171 | Viewed by 27119

Abstract

The purpose of this paper is to analyse customer experience (CX) in the fintech sector. Fintech is a dynamic and innovative field that fully benefits from advances in information and communication technology. The concept of customer experience is multidimensional, analysed from various perspectives, [...] Read more.

The purpose of this paper is to analyse customer experience (CX) in the fintech sector. Fintech is a dynamic and innovative field that fully benefits from advances in information and communication technology. The concept of customer experience is multidimensional, analysed from various perspectives, and with distinct valences in different industries. Based on the stimulus-organism-response (S-O-R) approach, we proposed a model in which customer experience in fintech is the result of customer’s evaluation of the stimuli proposed by fintech companies. Using partial least squares equation modelling (PLS-SEM), we tested a series of hypotheses and validated the proposed model. The results showed that perceived value, customer support, assurance, speed and perceived firm innovativeness are positively related to customer experience in fintech. In turn, customer experience is positively associated with loyalty intentions of the customer. Our paper contributes in identifying the dimensions, the determinants and the outcomes of customer experience in fintech, while from a managerial perspective, we demonstrate how fintech companies must integrate customer experience in their business models. Full article

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21 pages, 5222 KiB

Open AccessArticle

How Does Mobile Page Speed Shape in-between Touchpoints in the Customer Journey? A Research Regarding the Most Trusted Retailers in Romania

by Eliza Nichifor, Radu Constantin Lixăndroiu, Ioana Bianca Chițu, Gabriel Brătucu and Adrian Trifan

J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1369-1389; https://doi.org/10.3390/jtaer16050077 - 19 Apr 2021

Cited by 5 | Viewed by 4825

Abstract

In the digital age, retailers face umpteen challenges, finding it increasingly difficult to fulfil the customer requirements. Studying the most trusted online stores in Romania, the authors aimed to identify the opportunities and the challenges for retailers in the connected consumer’ journey, analyzing [...] Read more.

In the digital age, retailers face umpteen challenges, finding it increasingly difficult to fulfil the customer requirements. Studying the most trusted online stores in Romania, the authors aimed to identify the opportunities and the challenges for retailers in the connected consumer’ journey, analyzing the page load speed of the in-between touchpoints in the pre-check-out phase on smartphones. In this regard, comparative analysis and content analysis were performed, taking into consideration eight performance indicators, namely, first content paint, first input delay, largest contentful paint, cumulative layout shift, performance score, speed index, time to interactive, and total blocking time. Three platforms were used to run the tests, the generated data allowing the identification of the necessary enhancements to ensure a continuous consumer journey. The study revealed that the selected in-between touchpoints need major improvements to provide a satisfying consumer experience on a smartphone. The scientific contribution of this article consists of presenting 14 opportunities designed for retailers. By implementing them, for every 0.1 s saved, the conversion rate can increase by 8% due to emotional mitigation with technological performance improvements. The page speed shapes the customer journey, the retailers gaining the users’ trust by avoiding a long waiting time between the touchpoints. Full article

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14 pages, 835 KiB

Open AccessArticle

Factors Determining the Behavioral Intention of Using Food Delivery Apps during COVID-19 Pandemics

by Chaiyawit Muangmee, Sebastian Kot, Nusanee Meekaewkunchorn, Nuttapon Kassakorn and Bilal Khalid

J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1297-1310; https://doi.org/10.3390/jtaer16050073 - 14 Apr 2021

Cited by 150 | Viewed by 28242

Abstract

The purpose of this study was to investigate the factors determining the behavioral intention of using food delivery apps (FDAs) during COVID-19 pandemics, under a case study of Bangkok, Thailand. The study was necessitated by the increased use of FDAs during the lockdown; [...] Read more.

The purpose of this study was to investigate the factors determining the behavioral intention of using food delivery apps (FDAs) during COVID-19 pandemics, under a case study of Bangkok, Thailand. The study was necessitated by the increased use of FDAs during the lockdown; online transactions were considered important in preventing the spread of the virus. The study used quantitative techniques involving structural equation model (SEM) to evaluate the effects of exogenous variables on endogenous variables. Primary data were collected from people who had installed and used FDAs. The findings indicated that performance expectancy, effort expectancy, social influence, timeliness, task technology fit, perceived trust, and perceived safety significantly influence the behavioral intention to use (BIU) to use food delivery apps during the COVID-19 pandemic. To this end, effort should be intensified to study and understand FDAs as it pertains to safety and usage. Full article

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17 pages, 566 KiB

Open AccessArticle

Clusters of Skeptical Consumers Based on Technology and AI Acceptance, Perception of Social Media Information and Celebrity Trend Setter

by Corina Pelau, Mihai-Ionut Pop, Irina Ene and Laura Lazar

J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1231-1247; https://doi.org/10.3390/jtaer16050069 - 9 Apr 2021

Cited by 10 | Viewed by 5269

Abstract

The present consumer is surrounded every day by a huge amount of data and information and is confronted with the need to process the received information. Based on the existing content and the development of user generated content and fake news, consumers develop [...] Read more.

The present consumer is surrounded every day by a huge amount of data and information and is confronted with the need to process the received information. Based on the existing content and the development of user generated content and fake news, consumers develop more and more a skeptical opinion regarding existing media information. In this paper we determine four clusters of consumers based on technology and artificial intelligence (AI) acceptance, skeptical opinion regarding media information, need for validation of received information and the influence of celebrity trend setters. For each of the clusters, we analyze the relationship between the skeptical opinion of consumers related to social media information and some present trends about the development of technologies and AI, the influence of celebrity trend setters and the need to check the received information. The results of the research show that the development of technologies and AI have an influence on the skeptical opinion related to media information for some consumer groups. The celebrity trend setter has a significant influence on the skeptical opinion only for one of the consumer groups. The need for information and news validation is related to the skeptical opinion regarding media information, but in different ways for the determined clusters. Full article

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14 pages, 1012 KiB

Open AccessArticle

A New Strategic Marketing Management Model for the Specificities of E-Commerce in the Supply Chain

by Balázs Gyenge, Zoltán Máté, Imre Vida, Yuriy Bilan and László Vasa

J. Theor. Appl. Electron. Commer. Res. 2021, 16(4), 1136-1149; https://doi.org/10.3390/jtaer16040064 - 25 Mar 2021

Cited by 33 | Viewed by 10790

Abstract

The study seeks to answer the question of what strategic directions and opportunities we have for business in the midst of the info-communication changes of our time. In this research, we compare the results of non-representative primary research (cluster analysis and discriminant analysis) [...] Read more.

The study seeks to answer the question of what strategic directions and opportunities we have for business in the midst of the info-communication changes of our time. In this research, we compare the results of non-representative primary research (cluster analysis and discriminant analysis) with the factors and latest methods of e-commerce or even mobile commerce and traditional commerce and their main differences. Based on the four clusters examined, we develop a new strategic model for practice with suggestions which can be used by small and medium-sized enterprises (SMEs) and which they can incorporate directly into their business models. Starting point of our hypothesis was that in order to develop an effective and delivered communication, a market needs to be targeted and at least four different clusters should be formulated. Full article

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