Journal of Marketing最新文献

EXPRESS: Dynamic Effects of TV Ad Suspension on Keyword Search: Evidence from the U.S. Telecom Industry 电视广告暂停对关键词搜索的动态影响：来自美国电信行业的证据

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2025-05-10 DOI: 10.1177/00222429251343590

Jia Liu, Shawndra Hill, David Rothschild

{"title":"EXPRESS: Dynamic Effects of TV Ad Suspension on Keyword Search: Evidence from the U.S. Telecom Industry","authors":"Jia Liu, Shawndra Hill, David Rothschild","doi":"10.1177/00222429251343590","DOIUrl":"https://doi.org/10.1177/00222429251343590","url":null,"abstract":"This paper investigates the dynamic effects of temporarily suspending TV ads on online keyword search through a large-scale quasi-experiment in the U.S. wireless telecom industry. One top carrier, which spends stably around one million USD per day on TV advertising, halted its TV ads for a randomly selected week over our (6-month) study window. The primary challenges in this event study — continuously changing treatment variables and establishing valid control groups to account for time-varying confounders—are addressed using the generalized synthetic control estimator (GSC). Findings reveal significant immediate and lasting declines in the focal brand’s search volume, with reductions of 5-15% per day persisting for two weeks after TV ads resumed. The effects varied significantly across search categories: informational searches related to TV ad content experienced drops of up to 30% per day but recovered more quickly, while navigational searches showed smaller but more prolonged declines. Furthermore, the intervention had modest, short-lived spillover effects on three competitors. Interestingly, the suspension tended to hurt the competitor most similar to the focal brand, while benefiting leading competitors. These spillover effects were particularly pronounced in informational and channel searches, suggesting that competitors’ visibility was significantly affected by the focal brand’s absence.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"15 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143930695","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Automated versus Human Agents: A Meta-Analysis of Customer Responses to Robots, Chatbots, and Algorithms and Their Contingencies 自动化与人工代理：客户对机器人、聊天机器人、算法及其偶然性反应的元分析

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2025-05-10 DOI: 10.1177/00222429251344139

Katja Gelbrich, Holger Roschk, Sandra Miederer, Alina Kerath

{"title":"EXPRESS: Automated versus Human Agents: A Meta-Analysis of Customer Responses to Robots, Chatbots, and Algorithms and Their Contingencies","authors":"Katja Gelbrich, Holger Roschk, Sandra Miederer, Alina Kerath","doi":"10.1177/00222429251344139","DOIUrl":"https://doi.org/10.1177/00222429251344139","url":null,"abstract":"This meta-analysis examines when three types of automated agents (AAs)—robots, chatbots, and algorithms—are equivalent to human agents (HAs) in marketing roles. Analyzing 943 effect sizes from 327 studies provides novel insights. First, customers may be skeptical of AAs; however, they value their performance and eventually choose or buy from them as if they were interacting with HAs. Second, each of the three AA types has a unique set of contingencies that affect its human equivalence; previously identified contingencies do not generalize and can even have opposing effects across AA types. This study also identifies novel contingencies, such as the multifaceted concept of artificial intelligence required to fulfill a task. Third, some contingencies make AAs more humanlike, while others make their machine characteristics salient. These findings enrich the concept of automated social presence (ASP), suggesting that AAs are hybrid beings with a social presence (i.e., the feeling of interacting with a humanlike entity) and an automated presence (i.e., the feeling of interacting with a machine entity). The authors provide recommendations on when AAs can replace HAs in marketing roles to release capacity and alleviate labor shortages. They also suggest a future research agenda.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"75 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143930772","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Sustainable Product Profit Potential and Availability EXPRESS：可持续的产品利润潜力和可用性

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2025-05-10 DOI: 10.1177/00222429251343823

Bryan Bollinger, Randi Kronthal-Sacco, Levin Zhu

{"title":"EXPRESS: Sustainable Product Profit Potential and Availability","authors":"Bryan Bollinger, Randi Kronthal-Sacco, Levin Zhu","doi":"10.1177/00222429251343823","DOIUrl":"https://doi.org/10.1177/00222429251343823","url":null,"abstract":"Consumers have become more interested in purchasing products produced using more sustainable practices, with much of the recent growth in consumer-packaged goods (CPGs) within the United States from products with clearly labeled sustainability claims on their packaging. However, many categories have low levels of sustainable product market share, with substantial geographic variation. We assess the role of demographic variables on the availability of sustainable products, after controlling for their relative “profit potential” (determined by quantity, price, and price elasticity). To estimate profit potential, we estimate product and county-specific demand elasticities for seven CPG subcategories in the grocery and mass merchandiser formats. A meta-analysis of the estimates show that the relative profit potential of sustainable products increases with income and Democratic vote share. These variables predict greater sustainable product availability than would be expected from their higher profit potential. The fraction of the county that is white does not significantly impact profit potential but leads to higher sustainable product availability. Our findings provide evidence that managers likely use simple demographic heuristics to make product stocking decisions (supported by a separate survey of retailers) that do not necessarily reflect preferences for sustainable products and their profitability.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"293 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143930694","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Holistic Selling – An Emerging Paradigm in B2B Markets 《整体销售——B2B市场的新兴范式》

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2025-04-21 DOI: 10.1177/00222429251338820

Tim Kalwey, Manfred Krafft, Yeji Lim, Murali K. Mantrala

{"title":"EXPRESS: Holistic Selling – An Emerging Paradigm in B2B Markets","authors":"Tim Kalwey, Manfred Krafft, Yeji Lim, Murali K. Mantrala","doi":"10.1177/00222429251338820","DOIUrl":"https://doi.org/10.1177/00222429251338820","url":null,"abstract":"Contemporary trends in the buying behavior of increasingly technology-empowered business customers are triggering disruptive shifts in B2B selling and sales management, which have recently been the subject of extensive research. So far, however, there has been no comprehensive investigation into how foundational elements of B2B selling, encompassing its purpose, the salesperson’s role, and core selling activities, are being impacted by rapidly evolving B2B buying behaviors. This research probes this issue, drawing on the theories-in-use of B2B executives and salespeople struggling to meet today’s B2B selling challenges. The authors find that a novel selling paradigm is emerging, which they call Holistic Selling (HS) . The paper details how HS differs from the existing paradigms of personal selling, relational selling, and digital selling regarding the foundational elements of B2B selling. Under HS, the key role of the salesperson evolves from ‘order getting’ or ‘long-term relationship building’ in existing paradigms to ‘orchestrating’ all buyer-seller touchpoints to boost buyers along buyer-led purchase journeys. Propositions are provided for the effect of HS versus other paradigms on buying effectiveness at different purchase journey stages, along with key boundary conditions of this effect. The paper closes with implications for reorienting B2B sales organizations and future research directions.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"90 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-04-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143857723","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: The Power of Proximity: Exploring Narrative Language in Consumer Reviews 快讯接近的力量：探索消费者评论中的叙事语言

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2025-04-15 DOI: 10.1177/00222429251336706

Anne Hamby, Brent McFerran, Christie Fuller

{"title":"EXPRESS: The Power of Proximity: Exploring Narrative Language in Consumer Reviews","authors":"Anne Hamby, Brent McFerran, Christie Fuller","doi":"10.1177/00222429251336706","DOIUrl":"https://doi.org/10.1177/00222429251336706","url":null,"abstract":"Marketers know the importance of online reviews, but what can be done to improve the prompts asking consumers to review? Across eight studies, the present work shows that a prompt that encourages writing reviews for a close audience enhances consumers’ use of narrative language. A growing body of literature reveals that narratives are powerful persuasive devices for shaping audiences’ beliefs, including when reading online reviews. However, little is known about what aspects shape the communicator’s use of narrative language in the first place. A prompt that encourages writers to imagine as though they were writing for a close audience increases narrativity, an effect mediated by consumers’ tendency to write in a natural, less effortful style when writing for a close (vs. distant) audience. The effect is attenuated when people write about material (vs. experiential) purchases, and when people write on a smartphone (vs. PC). Consumers find writing for close others to be at least as enjoyable as several other prompts, but with improved outcomes for firms. As most review sites provide limited guidance on how to write, this research offers an inexpensive and scalable intervention to improve reviews and the review writing experience.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"82 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-04-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143832268","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Strategic Change Capability in Marketing Organizations: Conceptualization, Scale Development, and Validation 营销组织的战略变革能力：概念、规模发展和验证

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2025-04-02 DOI: 10.1177/00222429251333771

Georgios S. Bekos, Simos Chari, Matti Jaakkola, Heiner Evanschitzky

{"title":"EXPRESS: Strategic Change Capability in Marketing Organizations: Conceptualization, Scale Development, and Validation","authors":"Georgios S. Bekos, Simos Chari, Matti Jaakkola, Heiner Evanschitzky","doi":"10.1177/00222429251333771","DOIUrl":"https://doi.org/10.1177/00222429251333771","url":null,"abstract":"In dynamic and uncertain business environments, marketing organizations need to be constantly ready to enact strategic changes. However, a robust measure for capturing the organizational capabilities and underlying marketing activities required to achieve effective marketing-related strategic changes is lacking. This study addresses this gap by developing a measurement tool for strategic change capability (SCC). Drawing on interviews with marketing consultants and senior marketing managers, the authors conceptualize SCC as a multidimensional dynamic marketing capability that comprises five dimensions: establishing the business case for change, preparing employees for change, setting up the organization for implementing change, institutionalizing change, and assessing and adjusting implementation. Following rigorous scale development procedures, including (1) item generation, (2) expert evaluation, (3) scale purification, (4) scale validity, (5) nomological and predictive validity, and (6) scale generalizability studies, a psychometrically sound and reliable measure of SCC is developed. The SCC scale facilitates different types of strategic marketing change and predicts performance outcomes better than established constructs (i.e., strategic flexibility, agility, adaptiveness, and responsiveness). This study contributes to the dynamic capabilities theory and provides empirically substantiated guidance for marketing organizations on how to prepare for and effectively enact strategic changes in dynamic business environments.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"183 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-04-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143766486","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Owners’ Willingness to Accept in the Sharing Economy 快车：共享经济下车主的接受意愿

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2025-04-02 DOI: 10.1177/00222429251332889

Gretchen R. Ross, Eunice Kim, Margaret G. Meloy

引用次数: 0

EXPRESS: Putting Words in Their Mouths: Firm-Generated User Content and Consumer Sharing Behavior EXPRESS：把话放进他们的嘴里：企业生成的用户内容和消费者分享行为

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2025-03-21 DOI: 10.1177/00222429251331483

Jonathan M. Beck, Clay M. Voorhees, Paul W. Fombelle, Katherine N. Lemon

{"title":"EXPRESS: Putting Words in Their Mouths: Firm-Generated User Content and Consumer Sharing Behavior","authors":"Jonathan M. Beck, Clay M. Voorhees, Paul W. Fombelle, Katherine N. Lemon","doi":"10.1177/00222429251331483","DOIUrl":"https://doi.org/10.1177/00222429251331483","url":null,"abstract":"User-generated content, such as word of mouth, traditionally has been immune to firm influences. However, companies have recently started developing content and encouraging consumers to post it rather than relying solely on organic consumer-generated content. Such firm-generated user content (FGUC), which consumers can share easily, potentially alters their sharing behavior by providing specific language to be included in users’ posts. In investigating the effectiveness of FGUC, the current research addresses if and when consumers share this content and whether they alter it. It also identifies which mechanisms drive sharing decisions and the moderating effects of satisfaction. With a series of lab and field studies, the authors demonstrate that providing FGUC increases the likelihood that consumers share a post about their brand experience, by making the sharing process easier. It also tempers the extent to which dissatisfied consumers share posts, by creating incongruence with their experience. This initial, extensive assessment of the emerging FGUC phenomenon offers relevant guidance for marketers regarding when and how to use this novel tool and the potential implications for consumer welfare.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"93 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-03-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143666166","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Curating the Crowd: How Firms Manage Social Fit to Stage Social Atmospheres 《策划人群：企业如何管理社交契合度来营造社交氛围》

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2025-03-13 DOI: 10.1177/00222429251328277

Ilias Danatzis, Tim Hill, Ingo O. Karpen, Michael Kleinaltenkamp

{"title":"EXPRESS: Curating the Crowd: How Firms Manage Social Fit to Stage Social Atmospheres","authors":"Ilias Danatzis, Tim Hill, Ingo O. Karpen, Michael Kleinaltenkamp","doi":"10.1177/00222429251328277","DOIUrl":"https://doi.org/10.1177/00222429251328277","url":null,"abstract":"In sectors across the experience economy—from live sports to festivals, nightlife entertainment, private members’ clubs, and invite-only events—firms compete by staging social atmospheres. When firms successfully stage social atmospheres, they benefit from enhanced customer experiences, loyalty, and place attachment. However, social atmospheres often fail when firms struggle to bring together the ‘optimal mix’ of customers. Yet marketing research offers limited insight into how firms can attract and select heterogeneous customers who fit together productively to create meaningful shared experiences of place. Accordingly, this article draws on aesthetic work literature to conceptualize social atmosphere curation— the process through which firms manage customer heterogeneity to achieve social fit as a means to stage social atmospheres. Through an ethnographic study of Berlin’s iconic electronic music club scene, this paper reveals a three-stage social atmosphere curation model, comprising curation mechanisms of cultivation, selection, and mystification. This research advances marketing scholarship’s understanding of social atmospheres, customer heterogeneity, and marketplace inclusion and exclusion. By outlining the managerial tasks associated with each curation mechanism, this study provides actionable guidance for managers across various service contexts on how to curate the right crowd to deliberately stage social atmospheres.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"16 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-03-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143618484","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Too Many or Too Few? Information Cues in Recommender Systems and Consequences for Search and Purchase Behavior EXPRESS：太多还是太少？推荐系统中的信息线索及其对搜索和购买行为的影响

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2025-03-13 DOI: 10.1177/00222429251326941

Xing Fang, SunAh Kim, Pradeep K. Chintagunta

{"title":"EXPRESS: Too Many or Too Few? Information Cues in Recommender Systems and Consequences for Search and Purchase Behavior","authors":"Xing Fang, SunAh Kim, Pradeep K. Chintagunta","doi":"10.1177/00222429251326941","DOIUrl":"https://doi.org/10.1177/00222429251326941","url":null,"abstract":"This paper examines how the number of information cues in recommender systems influences consumer search and purchase. E-commerce platforms often display a list of recommended products on product pages, where consumers can browse and click on individual items for details. Given space constraints, determining the appropriate amount of information to display is crucial, as it affects consumers’ use of both recommender systems and non-recommender search tools. Through a field experiment with an online retailer, we test four information designs: no cues (product name only), single cues (either price or review), and dual cues (price and review). We find an inverted U-shaped relationship between the number of information cues and sales, with single cues yielding the highest sales compared to both more (dual cues) and less information (no cues). This nonlinear effect stems from the interplay between search intensity and efficiency. The no-cue condition increases search intensity but forces consumers to rely on a less efficient non-recommender search process. In contrast, the highly efficient dual-cue condition provides sufficient information for evaluation but discourages further exploration beyond recommenders. Single cues strike a balance, offering just enough information to aid product evaluation while maintaining high search intensity across both recommender and non-recommender tools.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"96 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-03-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143618548","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0