A relational approach to direct mail consumption

- Purpose This paper aims to investigate how direct mail consumption contributes to brand relationship quality. Store flyers and other direct mailings continue to play a significant role in many companies’ communication strategies. Research on this topic predominantly investigates driving store traffic and sales. Less is known regarding the consumer side, such as the value that consumers may derive from the consumption of direct mailings and the effects of such a value on brand relationship quality. To address this limitation, this paper tests a causal model of the contribution of direct mail value to brand commitment, drawing on a value framework that integrates social theory of engagement regimes and literature on experiential customer value. - Design/methodology/approach The empirical work of this paper is based on a rigorous four-study mixed methods design, involving qualitative study, confirmatory factor analysis and partial least squares structural modeling. - Findings The authors develop two second-order formatively designed scales – familiar value and planned value scales – that illustrate the role of engagement regimes in consumer behavior. Although both types of value contribute equally to direct mail attachment, they exert contrasting effects on other mediational consumer responses, such as reading and gratitude. Finally, the proposed theoretical model appears to be robust in predicting customers’ brand commitment. - Research limitations/implications This study provides new insights into the research on consumer value and brand relational communication. - Originality/value This study is the first to consider consumer benefits from the social perspective of engagement regimes.

The Messaging Kettle: It’s IoTea time

We demonstrate a working prototype of a Messaging Kettle designed to facilitate asynchronous communication and enable a sense of presence between adult children and their older parents living abroad. Our goal is to offer a human centred critique of the Internet of Things, which has largely been conceived without consideration of the people who will use the things, and rather has traditionally moved from a technology oriented perspective. In the case of smart homes this approach has produced a wide array of projects focused on monitoring the habits of the elderly, recognizing anomalies and alerting the caregivers. In contrast we propose to focus on engagement and reciprocity, building on the rituals associated to habitually used and cherished objects. We conclude revisiting the technology oriented framework for the Internet of Things to include our observations on people’s perspective on smart communicating objects.