Digital advertising as service: introducing contextually embedded selling

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Nyström , A-G & Mickelsson , K-J 2019 , ' Digital advertising as service: introducing contextually embedded selling ' Journal of Services Marketing , vol. 33 , no. 4 , pp. 396-406 . https://doi.org/10.1108/JSM-01-2018-0043

Title: Digital advertising as service: introducing contextually embedded selling
Author: Nyström, Anna-Greta; Mickelsson, Karl-Jacob
Contributor: Hanken School of Economics, Marketing, Helsinki
Belongs to series: Journal of Services Marketing
ISSN: 0887-6045
Abstract: Purpose Previous research on advertising in digital contexts has emphasized its persuasive and information processing roles for the customer. This paper aims to problematize this point of view and argues that the converged and interactive nature of digital media makes all advertising content into potential points of engagement in a digital media journey. Design/methodology/approach The paper is conceptual in nature and applies service logic (SL) and customer engagement to reconceptualize digital advertising and selling. Findings The authors present digital advertisements and digital media content as elements that contribute to a digital media journey, which ideally leads to a purchase. Advertising content is regarded as a resource used by consumers in their underlying value-creating processes. Thus, the digital advertising process is conceptualized as a customer-driven process of engaging with digital media content, where a purchase is incorporated in (and naturally follows from) the theme of engagement. Research limitations/implications The paper introduces the concept of contextually embedded selling, which refers to a process where digital advertising content is thematically congruent with the surrounding editorial content, so that both contribute to the same consumer journey. Otherwise, consumers experience a contextual jump – a disconnect in theme, place or time during the consumer’s process of engagement with the digital content. Originality/value The paper contributes to advertising theory on advertising, engagement and the emerging research on consumer journey design by presenting an approach based on SL, namely, contextually embedded digital selling.
Date: 2019-05-20
Subject: 512 Business and Management
Service logic
Engagement
Advertising
Digital media
Embeddedness
Value-in-use
KOTA2019?
PREM2019_08
0 - Not open access
1 - Self archived
https://helda.helsinki.fi/dhanken/handle/10227/256161
0- Ingen av författarna har en utländsk affiliation
1- Publicerad utomlands
0- Ingen affiliation med ett företag
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