Digital advertising as service: introducing contextually embedded selling

Show simple item record

dc.contributor Hanken School of Economics, Marketing, Helsinki en Nyström, Anna-Greta Mickelsson, Karl-Jacob 2019-08-13T12:11:01Z 2019-08-13T12:11:01Z 2019-05-20
dc.identifier.citation 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 . en
dc.identifier.issn 0887-6045
dc.identifier.other PURE: 10756804
dc.identifier.other PURE UUID: 64c890ca-007a-4430-8969-2d4dbc613c1c
dc.identifier.other Scopus: 85067315925
dc.identifier.other Mendeley: ebc1b6d9-3379-3795-a04d-ab193bbc9ad2
dc.description.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. en
dc.format.extent 11
dc.language.iso eng
dc.relation.ispartof Journal of Services Marketing
dc.rights en
dc.subject 512 Business and Management en
dc.subject Service logic en
dc.subject Engagement en
dc.subject Advertising en
dc.subject Digital media en
dc.subject Embeddedness en
dc.subject Value-in-use en
dc.subject KOTA2019 en
dc.subject PREM2019_08 en
dc.subject 0 - Not open access en
dc.subject 1 - Self archived en
dc.subject en
dc.subject 0- Ingen av författarna har en utländsk affiliation en
dc.subject 1- Publicerad utomlands en
dc.subject 0- Ingen affiliation med ett företag en
dc.subject AoS: Competition economics and service strategy - Service and customer-oriented management en
dc.title Digital advertising as service: introducing contextually embedded selling en
dc.type Article
dc.description.version Peer reviewed
dc.type.uri info:eu-repo/semantics/other
dc.type.uri info:eu-repo/semantics/acceptedVersion

Files in this item

Total number of downloads: Loading...

Files Size Format View
Nystr_m_Mickels ... _Selling_authors_draft.pdf 1.958Mb PDF View/Open

This item appears in the following Collection(s)

Show simple item record