Learning the Models of Customer Behavior: From Television Advertising to Online Marketing

Clara Bassano, Matteo Gaeta, Paolo Piciocchi, and James C. Spohrer
International Journal of Electronic Commerce,
Volume 21, Number 4, 2016-2017, pp. 572-604.


Marketing, advertising, and communications processes have changed to strategically capitalize on an increasingly digitally transformed, technologically empowered, globally interconnected consumer, or what service-dominant logic refers to as actors that are resource integrators. Customers are co-creators of value in the collaborative or sharing economy, and seek to actively reap the benefits of new knowledge growing at an exponential rate. However, developing models of customer behavior, especially the influence of a new kind of advertising based on the integrated use of television, web, and social networks, is a challenge. Our study starts from a preliminary empirical observation of the impact of television cooking shows on the variations of potential demand (queries on Google) and the purchase of branded/unbranded culinary products used on the show. Neural networks were used to determine significant correlations, which resulted in an operative Marketing 3.0 model. This model clearly explicates this impact factor on the consumer-purchasing process generated by a new mode of creating information and communications technology–based communication. As a result, by using these types of models businesses can more strategically plan the presence of products of interest on television programs designed according to M@SECI and M@BA (a pervasive smart-space model for online marketing).

Key Words and Phrases: Customer behavior, knowledge management, Marketing 2.0, online advertising, SECI, smart consumer, value co-creation.