Journal of Marketing最新文献

EXPRESS: Do More “Likes” Lead to More Clicks? Evidence from a Field Experiment on Social Advertising

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-12-11 DOI: 10.1177/00222429241307608

Shan Huang, Song Lin

{"title":"EXPRESS: Do More “Likes” Lead to More Clicks? Evidence from a Field Experiment on Social Advertising","authors":"Shan Huang, Song Lin","doi":"10.1177/00222429241307608","DOIUrl":"https://doi.org/10.1177/00222429241307608","url":null,"abstract":"One advantage of advertising on social media is leveraging users’ expression of “likes” to influence the perceptions and responses of others in their network. Through a largescale field experiment on WeChat, three online lab studies and a theoretical model, we explore whether and how displaying more “likes” in an ad can effectively lead to more ad “likes” and clicks. We find that displaying the first “like” can significantly increase users’ tendencies to both “like” and click on an ad. However, on average, showing additional “likes” does not further increase the clicking propensity, although it consistently attracts more “likes.” We further find that displaying more “likes” increases the clickthrough rate for lesser-known brands but not for well-known brands, and has a stronger impact on the “like” rate for more socially engaged users than for less socially engaged ones. These findings are consistent with the interplay between informational and normative social influences in social advertising. The public visibility of “likes” makes liking more susceptible to normative social influence than clicking. The coexistence of these two forces can lead to an enhanced conformity effect on liking and a crowding-out effect on clicking. Our findings offer novel implications for managing social advertising and designing social media platforms.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"5 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-12-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142810050","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 Impact of App Crashes on Consumer Engagement 快讯应用程序崩溃对消费者参与度的影响

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-11-22 DOI: 10.1177/00222429241304322

Savannah Wei Shi, Seoungwoo Lee, Kirthi Kalyanam, Michel Wedel

{"title":"EXPRESS: The Impact of App Crashes on Consumer Engagement","authors":"Savannah Wei Shi, Seoungwoo Lee, Kirthi Kalyanam, Michel Wedel","doi":"10.1177/00222429241304322","DOIUrl":"https://doi.org/10.1177/00222429241304322","url":null,"abstract":"The authors develop and test a theoretical framework to examine the impact of app crashes on app engagement. The framework predicts that consumers increase engagement after encountering a single crash due to their need-for-closure and curiosity, yet reduce engagement after experiencing repeated and concentrated crashes, primarily because of frustration and perceived task unattainability; the recency of crashes moderates these effects. Field data analysis reveals that while a crash truncates a session and reduces content consumption, it increases page views in the following session. However, this increase in page views does not compensate for the loss during the crashed session. Frequent and more concentrated crashes curtail engagement. Three experiments in which crashes are exogenously manipulated in a different context support the validity and generalizability of these findings, confirm the proposed mediators, and demonstrate how to lessen the negative impact of repeated crashes with post-crash messages. The research adds new dimensions to the task pursuit literature and provides managers with a framework to quantify the economic impact of crashes, analyze content substitution behavior, and assess the bias of a transactional view of crash incidents. Additionally, it offers insights into targeted feature release to more tolerant users and strategic design of post-crash messages.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"129 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142690925","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: Cardio with Mr. Treadmill: How Anthropomorphizing the Means of Goal Pursuit Increases Motivation 快：与跑步机先生一起做有氧运动：将追求目标的手段拟人化如何增强动力

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-11-22 DOI: 10.1177/00222429241303387

Lili Wang, Maferima Touré-Tillery

{"title":"EXPRESS: Cardio with Mr. Treadmill: How Anthropomorphizing the Means of Goal Pursuit Increases Motivation","authors":"Lili Wang, Maferima Touré-Tillery","doi":"10.1177/00222429241303387","DOIUrl":"https://doi.org/10.1177/00222429241303387","url":null,"abstract":"This article examines the motivational consequences of anthropomorphizing the means of goal pursuit. Eight studies show that consumers are more motivated to pursue fitness and academic goals with anthropomorphized (vs. non-anthropomorphized) means because such means elicit a greater sense of companionship and thus stronger beliefs that (a) goal pursuit is enjoyable (perceived enjoyability) and that (b) the goal is attainable (goal expectancy). We first find that participants work out harder when using an anthropomorphized (vs. non-anthropomorphized) treadmill (Study 1) and jump rope (Study 2). We then show that this effect occurs due to a greater sense of companionship, which in turn increases both perceived enjoyability and goal expectancy (sequential mediations; Study 3). We further demonstrate these underlying mechanisms through moderation: the effect attenuates when a human companion is present (Study 4), for means perceived as inherently fun (Study 5), and when self-efficacy is high (Study 6). Study 7 identifies a boundary condition: the effect disappears when the means takes on a supervisor (rather than partner) role. Finally, Study 8 shows the downstream consequence of the effect on subsequent choice of means. These findings contribute to research on motivation and anthropomorphism, with practical implications for marketers and consumers.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"53 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142690786","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: Conceptual Research: Multidisciplinary Insights for Marketing EXPRESS：概念研究：市场营销的多学科见解

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-11-16 DOI: 10.1177/00222429241302814

Irina V. Kozlenkova, Caleb Warren, Suresh Kotha, Reihane Boghrati, Robert W. Palmatier

{"title":"EXPRESS: Conceptual Research: Multidisciplinary Insights for Marketing","authors":"Irina V. Kozlenkova, Caleb Warren, Suresh Kotha, Reihane Boghrati, Robert W. Palmatier","doi":"10.1177/00222429241302814","DOIUrl":"https://doi.org/10.1177/00222429241302814","url":null,"abstract":"Conceptual research is fundamental to advancing theory and, thus, science. Conceptual articles launch new research streams, resolve conflicting findings, explain new phenomena, and integrate divergent research areas. Yet, compared with other disciplines, marketing publishes little conceptual research. This paper provides a multidisciplinary perspective of conceptual research to help increase the quality and quantity of conceptual research in marketing. First, the authors compare conceptual research approaches across marketing, management, psychology, and sociology to provide a synthesis of existing conceptual research frameworks. Second, using citation analyses, the authors provide insights into the academic impact of conceptual research across disciplines, across marketing domains, and over time; they also assess its impact outside of academia. Third, to assist researchers, the paper offers a step-by-step process or “how to” guide for developing high-impact conceptual research, based on insights from the multidisciplinary analysis and interviews with conceptual researchers from different disciplines. Fourth, drawing on the interviews and keyword analysis of recent conceptual marketing articles, the authors suggest emerging opportunities for conceptual research and how to increase the value of conceptual papers for practitioners.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"77 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-11-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142645940","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: Beyond the Pair: Media Archetypes and Complex Channel Synergies in Advertising 快讯超越配对：广告中的媒体原型和复杂渠道协同效应

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-11-16 DOI: 10.1177/00222429241302808

J. Jason Bell, Felipe Thomaz, Andrew T. Stephen

{"title":"EXPRESS: Beyond the Pair: Media Archetypes and Complex Channel Synergies in Advertising","authors":"J. Jason Bell, Felipe Thomaz, Andrew T. Stephen","doi":"10.1177/00222429241302808","DOIUrl":"https://doi.org/10.1177/00222429241302808","url":null,"abstract":"Prior research on advertising media mixes has mostly focused on single channels (e.g., television), pairwise cross-elasticities, or budget optimization within single campaigns. This is starkly detached from advertising practice where (i) there is an increasingly large number of media channels available to marketers, (ii) media plans employ complex combinations of channels, and (iii) marketers manage complementarities among many (i.e., more than pairs) channels. This research empirically learns complex channel complementaries using Latent Class analysis. Latent classes have three useful properties: (i) they account for non-random selection of channels into campaigns, (ii) they capture pairwise and higher-order interactions between channels, and (iii) they allow for meaningful interpretation. We empirically describe the most common media channel archetypes and estimate their relationship to the effectiveness of a set advertising campaigns on a set of common brand-related performance metrics. We use a dataset of 1,083 advertising campaigns from around the world run between 2008 and 2019. We find that there is not a systematically “best” media mix that correlates to dominant performance across all metrics, but clear patterns emerge given specific metrics. We find that traditional channels (TV, outdoor) are commonly paired with digital channels (Facebook, YouTube) in high-performing campaigns. We also find that current marketing practice appears far from optimal, and simple strategies have the potential to increase brand mindset metric lifts by 50% or more.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"168 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-11-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142645938","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

Becoming More Socially Profit Oriented 更加注重社会效益

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-11-05 DOI: 10.1177/00222429241293990

George S. Day

引用次数: 0

EXPRESS: To Dispose or Eat? the Impact of Perceived Healthiness on Consumption Decisions for About-to-Expire Foods 快讯过期食品的健康感知对消费决策的影响？

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-11-05 DOI: 10.1177/00222429241299392

Jeehye Christine Kim, Young Eun Huh, Brent McFerran

{"title":"EXPRESS: To Dispose or Eat? the Impact of Perceived Healthiness on Consumption Decisions for About-to-Expire Foods","authors":"Jeehye Christine Kim, Young Eun Huh, Brent McFerran","doi":"10.1177/00222429241299392","DOIUrl":"https://doi.org/10.1177/00222429241299392","url":null,"abstract":"Perceived healthiness of food is generally regarded as a positive attribute in food choices as it positively impacts consumers’ preferences. The current research demonstrates that in contexts where there is a time delay between a food’s production and its consumption (referred to as “about-to-expire” food), strong perceptions of a food’s healthiness can be detrimental. This is because consumers hold a lay theory that healthy food expires more quickly. In eight studies ( N = 3,552), we find that merely portraying food as healthy increases the perception that it expires quickly and that this effect attenuates when consumers hold the lay theory weakly or have a high level of knowledge about food expiration. Importantly, this lay theory leads consumers to avoid consuming healthy (vs. non-healthy) about-to-expire food, resulting in increased disposal intentions and decreased preferences. In designing sales promotions for about-to-expire food, managers should consider the healthiness of food products, as consumers prefer different types of sales promotions and require different magnitudes of price discounts for healthy (vs. non-healthy) about-to-expire food. Finally, adding an expiration date label that provides unambiguous guidance (i.e., “consume by”) can effectively mitigate the detrimental effect of perceived healthiness on the consumption for about-to-expire food.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"33 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142588671","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: Racial Inequity in Donation-based Crowdfunding Platforms: the Role of Facial Emotional Expressiveness 表达：基于捐赠的众筹平台中的种族不平等：面部情绪表达能力的作用

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-11-05 DOI: 10.1177/00222429241300320

Elham Yazdani, Anindita Chakravarty, Jeffrey Inman

{"title":"EXPRESS: Racial Inequity in Donation-based Crowdfunding Platforms: the Role of Facial Emotional Expressiveness","authors":"Elham Yazdani, Anindita Chakravarty, Jeffrey Inman","doi":"10.1177/00222429241300320","DOIUrl":"https://doi.org/10.1177/00222429241300320","url":null,"abstract":"Donation-based crowdfunding platforms often claim to pursue equitable outcomes for all beneficiaries, yet many face criticism for failing to do so across different demographic profiles. In response, platform managers are eager to understand how these inequities emerge and explore solutions to address them. In this research, we show that the degree of facial emotional expressiveness of beneficiaries in uploaded images can differentially impact donation amounts for White vs Black beneficiaries. Drawing on social vision theory, we propose that facial emotional expressiveness in images combined with the race of the faces activates racial stereotypes of emotion expression that result in differential donation amounts to Black and White individuals. Analyzing a sample of 4,153 campaigns from GoFundMe between June 2021 and September 2022, along with a follow-up experiment, we find that higher facial emotional expressiveness is associated with significantly lower donation amounts for Black compared to White beneficiaries. Further exploring our moderating constructs reveals that the use of call-to-action cues, affective messaging, and race-gender homophily cues can attenuate the activation of stereotypes and therefore reduce differences in donation amounts between racial groups. Based on these findings, we offer targeted recommendations for platform managers to help reduce racial inequities in crowdfunding outcomes.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"90 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142588663","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

Driving Social Profit: Frontline Insights from an Entrepreneur Committed to Sustainable Innovation 推动社会盈利：致力于可持续创新的企业家的一线见解

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-11-04 DOI: 10.1177/00222429241293973

Alessandro Benneton

引用次数: 0

EXPRESS: Sponsored Content as an Epistemic Market Object: How Platformization of Brand-Creator Partnerships Disrupts Valuation, Co-production, and the Relationship between Market Actors 快递：作为认识论市场对象的赞助内容：品牌创造者合作的平台化如何扰乱估值、共同生产以及市场行为者之间的关系

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-10-29 DOI: 10.1177/00222429241296459

Zeynep Arsel, Maria Carolina Zanette, Carolina da Rocha Melo

{"title":"EXPRESS: Sponsored Content as an Epistemic Market Object: How Platformization of Brand-Creator Partnerships Disrupts Valuation, Co-production, and the Relationship between Market Actors","authors":"Zeynep Arsel, Maria Carolina Zanette, Carolina da Rocha Melo","doi":"10.1177/00222429241296459","DOIUrl":"https://doi.org/10.1177/00222429241296459","url":null,"abstract":"Sponsored content allows brands to partner with creators to reach creators’ audiences on digital platforms. However, both creators’ and brands’ incomplete understanding of this object generates two critical ambiguities: how to determine the value of sponsored content and how to effectively co-produce it. To better understand these ambiguities, we theorize sponsored content as an epistemic market object: an object that facilitates marketing functions but is only partially understood by the actors who use it . We analyze a data set of interviews, podcasts, media articles, and third-party platform reviews about—and by—content creators, brands, and intermediaries. Our findings show that brands, creators, and intermediaries create and apply knowledge to address valuation and co-production ambiguities. However, this knowledge work is incomplete, creating asymmetries in value outcomes and power relationships in a brand-creator partnership. Our paper contributes to marketing literature and practice by highlighting the role of epistemic market objects in transformative market disruptions that alter the roles of, and the relationships between, market actors. Our findings are transferable to other substantive areas such as Generative AI, Metaverse, NFTs, online news, and the sharing economy.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"29 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-10-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142536449","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