Journal of Marketing最新文献_第2页

EXPRESS: Retailer Differentiation in Social Media: an Investigation of Firm-Generated Content on Twitter 快讯社交媒体中的零售商差异化：对推特上公司生成内容的调查

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-10-29 DOI: 10.1177/00222429241298654

Mikhail Lysyakov, P.K. Kannan, Siva Viswanathan, Kunpeng Zhang

{"title":"EXPRESS: Retailer Differentiation in Social Media: an Investigation of Firm-Generated Content on Twitter","authors":"Mikhail Lysyakov, P.K. Kannan, Siva Viswanathan, Kunpeng Zhang","doi":"10.1177/00222429241298654","DOIUrl":"https://doi.org/10.1177/00222429241298654","url":null,"abstract":"Social media platforms have been used by firms for a variety of purposes - for building firms’ brand image, increasing customer engagement, providing customer service, among others. However, there is very little research on content strategies adopted by traditional rival firms competing on online social media platforms. This paper seeks to fill this gap by examining whether retailers, traditionally identified as close competitors, mirror this rivalry in their social media content strategies on Twitter. To this end, this study introduces a new metric for assessing competition on online social media, based on content similarity. The authors find that retailers competing closely in traditional context show greater divergence in their content strategies on social media, and firms whose social media content strategies are less similar to content strategies of their close traditional rivals benefit from higher engagement and acquire new followers faster. In examining the mechanism of the effect, the authors find that these divergent firms’ improved performance is attributable to their superior ability to leverage the higher-level affordances of Twitter as compared to their rivals. The results of this study offer valuable insights for firms seeking to distinguish their social media content from that of their competitors.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"75 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-10-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142536448","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: Color Me Effective: the Impact of Color Saturation on Perceptions of Potency and Product Efficacy 快讯色彩对我有效：色彩饱和度对效力和产品功效认知的影响

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-10-21 DOI: 10.1177/00222429241296392

Lauren I. Labrecque, Stefanie Sohn, Barbara Seegebarth, Christy Ashley

{"title":"EXPRESS: Color Me Effective: the Impact of Color Saturation on Perceptions of Potency and Product Efficacy","authors":"Lauren I. Labrecque, Stefanie Sohn, Barbara Seegebarth, Christy Ashley","doi":"10.1177/00222429241296392","DOIUrl":"https://doi.org/10.1177/00222429241296392","url":null,"abstract":"Consumers use observable cues, like color, to help them evaluate products. This research establishes that consumers infer greater product efficacy from higher color saturation across seven lab experiments (n = 2,745), a web scraping study, and a field experiment. The studies provide evidence that this belief stems from learned associations between color saturation and potency and is applied to both consumable and durable products. Moreover, consumers overgeneralize this intuition beyond a product’s actual color to a product’s packaging color and the background color used in its advertisements. Two studies support the proposed process with evidence via moderation, while another study identifies consumption goal as a boundary condition, such that high saturation decreases perceived efficacy and purchase intent when consumers search for a gentle (vs. strong) product. The effect is not limited to pre-purchase perceptions but also influences perceptions after actual product use. The effect is established across six hues while holding color lightness constant and has multiple downstream consequences, including purchase intent and consumption amount. The findings have implications for marketers who make product design choices like color choices for products, their packaging, and advertisements, and in instances where consumers may be harmed from underuse or overuse.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"210 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-10-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142487021","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: How Socioeconomic Status Shapes Food Preferences and Perceptions 表达：社会经济地位如何影响食物偏好和观念

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-10-21 DOI: 10.1177/00222429241296048

Bernardo Andretti, Yan Vieites, Larissa Elmor, Eduardo B. Andrade

{"title":"EXPRESS: How Socioeconomic Status Shapes Food Preferences and Perceptions","authors":"Bernardo Andretti, Yan Vieites, Larissa Elmor, Eduardo B. Andrade","doi":"10.1177/00222429241296048","DOIUrl":"https://doi.org/10.1177/00222429241296048","url":null,"abstract":"This paper assesses the extent to which consumers from the opposite poles of the socioeconomic distribution weigh three critical food attributes–healthiness, fillingness, and taste–, how they perceive the associations among them, and how differences in weights and associations influence food preferences. The results of a series of eight pre-registered studies in a highly unequal socioeconomic environment (Rio de Janeiro, Brazil) show that low (vs. high) socioeconomic status consumers are more likely to (a) choose unhealthy items even when supply-side factors (e.g., affordability and accessibility) are controlled by design, (b) trade healthiness for fillingness (but not taste), and (c) display stronger negative associations between the attributes (healthy = less filling; healthy = less tasty). These findings highlight the importance of a deeper understanding of the psychological differences in food preferences and perceptions and the use of such insights to design interventions aimed at mitigating nutritional inequality. In line with this rationale, the final set of studies shows that, albeit not being a trivial task, it is possible to increase healthy food choices among the disadvantaged by enhancing the fillingness of the healthy options available. Managerial and policy implications are discussed.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"20 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-10-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142452061","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

Commentary on “Intersectionality in Marketing: A Paradigm for Understanding Understudied Consumers” 关于 "市场营销中的交叉性：了解被研究的消费者的范例" 评论

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-10-18 DOI: 10.1177/00222429241270738

Giana M. Eckhardt, Praveen K. Kopalle

引用次数: 0

EXPRESS: Business-to-Investor (B2I) Marketing: The Interplay of Costly and Costless Signals 快讯：企业对投资者 (B2I) 营销：有成本和无成本信号的相互作用

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-09-27 DOI: 10.1177/00222429241288464

Greg Nyilasy, Shangwen Yi, Dennis Herhausen, Stephan Ludwig, Darren W. Dahl

{"title":"EXPRESS: Business-to-Investor (B2I) Marketing: The Interplay of Costly and Costless Signals","authors":"Greg Nyilasy, Shangwen Yi, Dennis Herhausen, Stephan Ludwig, Darren W. Dahl","doi":"10.1177/00222429241288464","DOIUrl":"https://doi.org/10.1177/00222429241288464","url":null,"abstract":"Marketing to investors – especially when seeking funding for start-ups – is unique, with investors facing extreme uncertainty. This study uses foundational work in marketing, economics, management, finance, and psychology, as well as theories-in-use development with angel and VC investors to build a Business-to-Investor (B2I) Marketing theory. The theory proposes that investors rely on marketing signals from start-ups’ whether they are costly (financial, social, human, and intellectual resource endowments) or costless (verbal passion and concreteness). Results of a large quantitative field study of 5,334 written proposals from start-ups show that costly and costless signals have interactive effects on investor acceptance. The natural entrepreneurial tendency to compensate for a lack of costly signals with the use of passionate language backfires, reducing investor acceptance. Only when there is a number of costly signals communicated does a greater use of passion increase investor acceptance. Further, written proposals should be moderately concrete when they lack costly signals and should be formulated abstractly when plenty of costly signals can be offered. These contingencies provide insights into costly-costless signal interdependence in B2I marketing and suggest how start-ups can optimize their written proposals for investor acceptance.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"38 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142328997","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 Race for Data: Utilizing Informative or Persuasive Cues to Gain Opt-in? 快讯数据竞赛：利用信息性还是劝说性线索获得用户选择？

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-09-27 DOI: 10.1177/00222429241288456

Caterina D’Assergio, Puneet Manchanda, Elisa Montaguti, Sara Valentini

{"title":"EXPRESS: The Race for Data: Utilizing Informative or Persuasive Cues to Gain Opt-in?","authors":"Caterina D’Assergio, Puneet Manchanda, Elisa Montaguti, Sara Valentini","doi":"10.1177/00222429241288456","DOIUrl":"https://doi.org/10.1177/00222429241288456","url":null,"abstract":"The EU's General Data Protection Regulation (GDPR) mandates explicit user opt-in consent for data access. It recommends transparency in opt-in requests about data collection, storage, and use, without specifying the format of these requests. Consequently, the GDPR gives firms flexibility in designing opt-in messages. This research uses theory, multiple datasets, and methods to investigate firms’ communication formats for opt-in requests, addressing three questions: 1) how do firms design their opt-in requests? 2) does the chosen format affect consumer response? 3) what drives firms' choices of formats? The analysis of 1,506 re-permission emails from 1,396 firms post-GDPR shows that 26% use only persuasive cues to request data, while 24% blend persuasive and informative cues. Notably, businesses with an offline presence use more persuasive cues compared to purely digital entities. A field experiment rationalizes this behavior showing that informative cues alone did not improve opt-in; a mix of persuasive and informative cues proved more successful. Additionally, firms dependent on personal data utilize persuasive cues more often than firms concerned with reputational risks of GDPR non-compliance. This study offers pivotal insights for regulators, firms, and consumers, revealing variations in how different firms acquire consent and the impact of their strategies on user behavior.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"22 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142329039","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 Minority Ownership Awareness Effect: When Promoting Minority Ownership Increases Brand Evaluations 快讯少数股权意识效应：促进少数族裔所有权可提高品牌评价

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-09-10 DOI: 10.1177/00222429241283811

Esther Uduehi, Aaron J. Barnes

引用次数: 0

EXPRESS: Buy Now Pay Later: Impact of Installment Payments on Customer Purchases 快递：现买现付：分期付款对客户购买的影响

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-09-02 DOI: 10.1177/00222429241282414

Stijn Maesen, Dionysius Ang

{"title":"EXPRESS: Buy Now Pay Later: Impact of Installment Payments on Customer Purchases","authors":"Stijn Maesen, Dionysius Ang","doi":"10.1177/00222429241282414","DOIUrl":"https://doi.org/10.1177/00222429241282414","url":null,"abstract":"Buy Now Pay Later (BNPL) installment payments allow customers to pay for purchases in a series of interest-free installments over a short period of time. This research provides novel insights into how customer adoption of BNPL installment payments impacts spending. The authors leverage customer-level transaction data before and after the introduction of a BNPL installment payment service at a large US retailer. A difference-in-difference analysis indicates that the adoption of BNPL installment payments is associated with (1) an increase in purchase incidence, and (2) larger purchase amounts. These effects are statistically and economically significant over time. Moreover, this increase in spending is greater for smaller (vs. larger) basket shoppers, and for shoppers who relied more heavily on credit (vs. debit) cards before adoption. Three pre-registered experiments show that BNPL installment (vs. lump sum) payments increase spending by reducing perceived financial constraints. Specifically, BNPL installments alleviate perceived financial constraints by reducing perceived costs and facilitating budget control. These findings highlight the substantive role of BNPL installment payments in shaping purchase behavior and provide important implications for the management of BNPL payment schemes.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"31 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-09-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142118021","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 Air Pollution on Consumer Spending 快讯空气污染对消费者消费的影响

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-09-02 DOI: 10.1177/00222429241282998

Sanghwa Kim, Michael Trusov

引用次数: 0

EXPRESS: Timing Legitimacy: Identifying the Optimal Moment to Launch Technology in the Market 快讯时机合法性：确定向市场推出技术的最佳时机

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-08-25 DOI: 10.1177/00222429241280405

Thomas Derek Robinson, Ela Veresiu

{"title":"EXPRESS: Timing Legitimacy: Identifying the Optimal Moment to Launch Technology in the Market","authors":"Thomas Derek Robinson, Ela Veresiu","doi":"10.1177/00222429241280405","DOIUrl":"https://doi.org/10.1177/00222429241280405","url":null,"abstract":"How do managers time the launch of new technologies? Without actionable frameworks to ensure consumers and other stakeholders are ready, innovation releases remain a risky endeavor. Previous work on legitimacy has focused on stages following a product launch. However, launch timing concerns shared expectations of when actions should occur prior to launch. This conceptual article evaluates the alignment between firm and stakeholder expectations regarding launch timing. It proposes that the market timing of new technology launches is structured by two dimensions: firm-led coordination and stakeholders’ willingness to change. Combining these dimensions, the authors map four types of market timing situations managers can encounter: antagonistic, synergistic, flexible, and inflexible timing. Temporal legitimacy is achieved when a firm and its key stakeholders share timing norms about the ideal moments when activities should occur in a market process. The authors conceptualize proto-markets as prefacing the well-known market legitimacy stages. This article concludes with a detailed managerial decision tree on how to create the optimal technology product launch moment and avenues of future research on market timing beyond technology launches.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"6 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-08-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142084713","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