Abstract
The country-of-origin effect, which has been researched extensively in marketing literature, has lately been impacted in several ways by digital marketing and associated actions. This study aims to address the issue's current state in a variety of ways and to draw future conclusions about its many aspects. The study examines the country-of-origin effect and digital marketing concepts together by including the intervention topics of two concepts and the future of the topics for the next years. For the intervention side of two topics, four topics are concluded in the study: the effect of COO on digital marketing strategy and decisions, the effect of digital marketing on COO-related consumer constructs, the indirect effects of COO on consumers and digital marketing relationships, and the effect of COO on macro environment concepts. For the future of the topics, three topics are included in the study: increasing usage of existing digital marketing activities for COO, the employment of AI-supported content generation systems, and the potential of using AI-supported research and analysis.
TopCountry-Of-Origin Effect
The basic idea about the country of origin refers to the influence of a product’s country of origin on the consumers’ evaluating judgments of the product (Pharr, 2005; Duran, 2016) simply defines the country of origin effect as the attitude of any actors towards a country; while the attitude in the definition refers to positive, negative or neutral, the actors could be individuals or groups of individuals and country refers to country that is offering is coming from. Regarding the concept of COO, i) non-objective evaluations, ii) the tendency of individuals or groups to think in a certain way, iii) antecedents and consequences related to the tendency can be mentioned.
Key Terms in this Chapter
County-of-Origin Effect: The effect on the consumer's mind due to information about the country of origin of a product/service/brand.
Digital Marketing: A sub-type of marketing that emerges through the use and exploitation of digital tools in marketing activities.
Consumer Behavior: The sub-research subject of marketing, which includes many different sub-components such as consumers' thinking styles, attitudes, and behaviors.