The Role of Emotional Marketing and eWOM in Sustaining Competitive Advantage in the Digital Era: A Dynamic Capabilities-Based Strategic Framework
Keywords:
Emotional marketing, electronic word of mouth, dynamic capabilities, digital era, sustainable competitive advantage.
Abstract
Emotional marketing has become a paradigm shift for businesses' survival and success in today's competitive environment, as it enables them to build customer loyalty and increase sales. In today's digital age, electronic word of mouth (eWOM) is a potent tool that customers can use to communicate their emotions to a large audience. Thus, managing customer emotions can pay off handsomely for businesses, as eWOM can rapidly spread positive emotions to a large audience. However, the business environment of the twenty-first century is uncertain and complex, necessitating the development of dynamic capabilities to respond to impending change. This research combines three contemporary streams of thought, namely emotional marketing (as sensing capability), eWOM (as seizure capability), and dynamic capabilities (as to respond capability). As a result, the study develops a dynamic capabilities-based strategic framework that demonstrates the critical role of emotional marketing and eWOM in a firm's capability to sustain its competitive advantage in the digital era. Furthermore, the research suggests that the proposed EM-WOM-DC strategic framework for sustainable competitive advantage strengthens the relationship between emotional marketing and sustainable competitiveness and the relationship between eWOM and sustainable competitiveness.
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References
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Kabongo, J. D., & Boiral, O. (2017). Doing More with Less: Building Dynamic Capabilities for Eco-Efficiency. Business Strategy and the Environment, 26(7), 956–971. https://doi.org/10.1002/bse.1958
Karman, A., & Savanevičienė, A. (2020). Enhancing dynamic capabilities to improve sustainable competitiveness: insights from research on organisations of the Baltic region. Baltic Journal of Management, 16(2), 318–341. https://doi.org/10.1108/bjm-08-2020-0287
Khuong, M. N., & Tram, V. N. B. (2015). The Effects of Emotional Marketing on Consumer Product Perception, Brand Awareness and Purchase Decision — A Study in Ho Chi Minh City, Vietnam. Journal of Economics, Business and Management, 3(5), 524–530. https://doi.org/10.7763/joebm.2015.v3.240
Leonidou, L. C., Leonidou, C. N., Fotiadis, T. A., & Aykol, B. (2015). Dynamic capabilities driving an eco-based advantage and performance in global hotel chains: The moderating effect of international strategy. Tourism Management, 50, 268–280. https://doi.org/10.1016/j.tourman.2015.03.005
Ngarmwongnoi, C., Oliveira, J. S., AbedRabbo, M., & Mousavi, S. (2020). The implications of eWOM adoption on the customer journey. Journal of Consumer Marketing, 37(7), 749–759. https://doi.org/10.1108/jcm-10-2019-3450
Nieves, J., Quintana, A., & Osorio, J. (2015). Organizational knowledge, dynamic capabilities and innovation in the hotel industry. Tourism and Hospitality Research, 16(2), 158–171. https://doi.org/10.1177/1467358415600208
Pandey, U. S., Kumar, V., & Singh, H. P. (2017). Cyber Crimes and Laws (1st ed.). Himalaya Publishing House.
Park, D. H., & Kim, S. (2008). The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic Commerce Research and Applications, 7(4), 399–410. https://doi.org/10.1016/j.elerap.2007.12.001
Pattanasing, K., Aujirapongpan, S., & Srimai, S. (2019). Dynamic capabilities and high-performance organization of hotel business: empirical investigation into world class tourism destination. Tourism and Hospitality Management, 25(2), 377–401. https://doi.org/10.20867/thm.25.2.8
Pauwels, K. (2004). How Dynamic Consumer Response, Competitor Response, Company Support, and Company Inertia Shape Long-Term Marketing Effectiveness. Marketing Science, 23(4), 596–610. https://doi.org/10.1287/mksc.1040.0075
Ramachandran, V. (2010). Strategic corporate social responsibility: a ‘dynamic capabilities’ perspective. Corporate Social Responsibility and Environmental Management, 18(5), 285–293. https://doi.org/10.1002/csr.251
Saidani, B., & Sudiarditha, I. K. (2019). Marketing Mix-7Ps: The Effect on Customer Satisfaction. Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB), 7(1), 72–86. https://doi.org/10.21009/jpeb.007.1.7
Schilke, O., Hu, S., & Helfat, C. E. (2018). Quo Vadis, Dynamic Capabilities? A Content-Analytic Review of the Current State of Knowledge and Recommendations for Future Research. Academy of Management Annals, 12(1), 390–439. https://doi.org/10.5465/annals.2016.0014
Serra-Cantallops, A., Ramon-Cardona, J., & Salvi, F. (2018). The impact of positive emotional experiences on eWOM generation and loyalty. Spanish Journal of Marketing - ESIC, 22(2), 142–162. https://doi.org/10.1108/sjme-03-2018-0009
Singh, A. K., & Thirumoorthi, P. (2019). The Impact of Digital Disruption Technologies on Customer Preferences: The Case of Retail Commerce. International Journal of Recent Technology and Engineering, 8(3), 1255–1261. https://doi.org/10.35940/ijrte.c4404.098319
Singh, H. P. (2013). Innovative ICT Through Cloud Computing. The IUP Journal of Computer Sciences, 7(1), 37–52.
Singh, H. P. (2017). Strategic Analysis and Security Issues of Social Media Services: A Study of Facebook. International Journal of Information Movement, II(V), 134–139.
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Published
2022-04-20
How to Cite
Alhamad, I. A. (2022). The Role of Emotional Marketing and eWOM in Sustaining Competitive Advantage in the Digital Era: A Dynamic Capabilities-Based Strategic Framework. Amazonia Investiga, 11(51), 281-290. https://doi.org/10.34069/AI/2022.51.03.28
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