Journal of Marketing最新文献_第6页

Marketing in the Health Care Sector: Disrupted Exchanges and New Research Directions 医疗保健行业的市场营销：混乱的交流和新的研究方向

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-11-26 DOI: 10.1177/00222429231213154

Christine Moorman, H. J. Heerde, C. P. Moreau, Robert W. Palmatier, John C. Narver

引用次数: 0

EXPRESS: Revenue Generation through Influencer Marketing 快递：通过影响者营销创收

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-11-16 DOI: 10.1177/00222429231217471

Maximilian Beichert, Andreas Bayerl, Jacob Goldenberg, Andreas Lanz

{"title":"EXPRESS: Revenue Generation through Influencer Marketing","authors":"Maximilian Beichert, Andreas Bayerl, Jacob Goldenberg, Andreas Lanz","doi":"10.1177/00222429231217471","DOIUrl":"https://doi.org/10.1177/00222429231217471","url":null,"abstract":"Direct-to-consumer (DTC) firms increasingly believe that influencer marketing is an effective option for seeding. However, the current managerially relevant question for DTC firms of whether to target low- or high-followership influencers to generate immediate revenue is still unresolved. In this article, the authors’ goal is to answer this question by considering for the first time the whole influencer-marketing funnel, i.e., from followers on user-generated content networks (e.g., on Instagram), to reached followers, to engagement, to actual revenue, while accounting for the cost of paid endorsements. The authors find that low-followership targeting outperforms high-followership targeting by order of magnitude across three performance (ROI) metrics. A mediation analysis reveals that engagement can explain the negative relationship between the influencer followership levels and ROI. This is in line with the rationale based on social capital theory that with higher followership levels of an influencer, the engagement between an influencer and his/her followers decreases. These two findings are derived from secondary sales data of 1,881,533 purchases and results of three full-fledged field studies with hundreds of paid influencer endorsements, establishing the robustness of the findings.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"21 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-11-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139267489","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: “Statistical Significance” and Statistical Reporting: Moving Beyond Binary EXPRESS:“统计显著性”与统计报告:超越二元

1区管理学

Journal of Marketing Pub Date : 2023-11-14 DOI: 10.1177/00222429231216910

Blakeley B. McShane, Eric T. Bradlow, John G. Lynch, Robert J. Meyer

引用次数: 1

EXPRESS: Typography Talks: Influencing Vintage Anemoia and Product Safety Perceptions with Vintage Typography 版式讲座:影响复古贫血和产品安全认知与复古版式

1区管理学

Journal of Marketing Pub Date : 2023-11-06 DOI: 10.1177/00222429231215357

Alicia Kulczynski, Margurite Hook

{"title":"EXPRESS: Typography Talks: Influencing Vintage Anemoia and Product Safety Perceptions with Vintage Typography","authors":"Alicia Kulczynski, Margurite Hook","doi":"10.1177/00222429231215357","DOIUrl":"https://doi.org/10.1177/00222429231215357","url":null,"abstract":"Drawing from the concept of anemoia, the authors propose a new typology of nostalgia called vintage anemoia. Vintage anemoia encompasses consumers’ positive and nostalgic response to vintage cues, regardless of specific historical periods or individual lived experiences. Through a series of seven studies, the authors demonstrate that vintage typography, by evoking feelings of vintage anemoia, can enhance consumer perceptions of product safety. This effect has positive downstream consequences on key marketing outcomes, including brand attitude, purchase intention, and willingness to pay. Furthermore, the effect of vintage anemoia on product safety perceptions remains unaffected by whether product safety information indicates that a product is safe or unsafe. However, the effect diminishes when an explicit indexical cue (year of establishment) is utilized or when promoting futuristic products. The findings contribute to the existing body of knowledge in marketing and provide insights for marketers on leveraging vintage typography as a strategic tool for creating emotional connections with consumers and enhancing perceptions of product safety.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"9 3","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135680021","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: On the Path to Decolonizing Health Care Services: The Role of Marketing 在通往非殖民化卫生保健服务的道路上:市场营销的作用

1区管理学

Journal of Marketing Pub Date : 2023-11-01 DOI: 10.1177/00222429231209925

Reece George, Steven D’Alessandro, Mehmet Ibrahim Mehmet, Mona Nikidehaghani, Michelle Evans, Gaurangi Laud, Deirdre Tedmanson

引用次数: 0

EXPRESS: Influencer Mix Strategies in Livestream Commerce: Impact on Product Sales EXPRESS:直播商业中的网红组合策略:对产品销售的影响

1区管理学

Journal of Marketing Pub Date : 2023-10-28 DOI: 10.1177/00222429231213581

Xian Gu, Xiaoxi Zhang, P. K. Kannan

{"title":"EXPRESS: Influencer Mix Strategies in Livestream Commerce: Impact on Product Sales","authors":"Xian Gu, Xiaoxi Zhang, P. K. Kannan","doi":"10.1177/00222429231213581","DOIUrl":"https://doi.org/10.1177/00222429231213581","url":null,"abstract":"A new trend in influencer marketing is livestream commerce, which combines influencers’ live video streaming with e-commerce. Little is known, though, about how firms should develop their influencer strategies to maximize product sales. Given a budget constraint, marketers may choose to employ a single, “big” influencer with a large number of followers or several small influencers. They may also employ a combination of both big and small influencers when their budget is adequate. Analyzing data from 1.3 million livestreams on TikTok, the authors find a negative interaction effect between big and small influencers when employed together due to decreased trust in big influencers and substitution effects. Further analysis reveals that livestream sales generated by a big influencer are adversely affected by small influencers who promoted the same product previously, but not the other way around. In addition, big influencers can reach a much larger audience, whereas small influencers are more effective at increasing the audience’s conversion rates. Big and small influencers are also different in terms of how product and campaign characteristics moderate their sales effectiveness. Finally, the scenario analysis explores how the profitability of influencer strategies hinges on the influencer mix and their costs. This research is one of the first to investigate the sales effectiveness of influencer marketing and to provide general guidelines for developing influencer mix strategies.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"49 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136159405","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: Behavioral Labeling: Prompting Consumer Behavior through Activity Tags EXPRESS:行为标签:通过活动标签提示消费者行为

1区管理学

Journal of Marketing Pub Date : 2023-10-25 DOI: 10.1177/00222429231213011

Martin P. Fritze, Franziska Völckner, Valentyna Melnyk

{"title":"EXPRESS: Behavioral Labeling: Prompting Consumer Behavior through Activity Tags","authors":"Martin P. Fritze, Franziska Völckner, Valentyna Melnyk","doi":"10.1177/00222429231213011","DOIUrl":"https://doi.org/10.1177/00222429231213011","url":null,"abstract":"This research introduces behavioral labeling as the use of names or tags that reflect an associated activity, and it proposes that this can induce corresponding behavior. Contrary to the common intuition that descriptions of behaviors emerge as markings for popular actions (i.e., the label is a consequence of the behavior), the authors propose that a description itself might also induce the corresponding action (i.e., the label is an antecedent of the behavior). Building on linguistic relativity theory and based on five studies conducted in the lab and field, the authors show that merely attaching a fictitious name to a behavior can induce that very behavior. The authors also explore a potential explanation for this finding by showing that a behavioral label can evoke mental imagery regarding the associated behavior, which enhances the implementation of the behavior. The results contribute to marketing theory by introducing behavioral labeling and highlighting how language can shape behaviors. Marketers can use behavioral labels to promote their offerings based on the associated behaviors, while public policymakers can use behavioral labels to encourage certain pro-social and pro-environmental behaviors.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"13 4","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135168271","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: University Knowledge Inside: How and When University-Industry Collaborations Make New Products More Attractive to Consumers EXPRESS:大学内部知识:大学-产业合作如何以及何时使新产品对消费者更具吸引力

1区管理学

Journal of Marketing Pub Date : 2023-10-19 DOI: 10.1177/00222429231185313

Lukas Maier, Martin Schreier, Christian V. Baccarella, Kai-Ingo Voigt

{"title":"EXPRESS: University Knowledge Inside: How and When University-Industry Collaborations Make New Products More Attractive to Consumers","authors":"Lukas Maier, Martin Schreier, Christian V. Baccarella, Kai-Ingo Voigt","doi":"10.1177/00222429231185313","DOIUrl":"https://doi.org/10.1177/00222429231185313","url":null,"abstract":"In this research, the authors examine how consumers perceive the fruits of university–industry collaborations (i.e., new products codeveloped with universities). Eight studies document a positive university effect and highlight its practical significance and boundary conditions. An Instagram A/B test utilizing a video that refers (vs. does not refer) to the underlying university–industry collaboration results in higher click-through rates and ad engagement levels. Another field study demonstrates that university-codeveloped products are more attractive to consumers, even after an actual product trial. Further, several consequential studies reveal that consumers are willing to pay up to 65% more for products marketed as codeveloped with a university. The authors argue and show that collaborating with a university infuses the underlying firm with a stronger sense of scientific legitimacy, thereby making the resulting product more attractive to consumers. Congruously, the authors find that the effect is more pronounced when the scientific legitimacy engendered by universities is more important to the focal product (i.e., high tech vs. low tech), underlying company (i.e., new vs. established), or target customer (i.e., high vs. low belief in science).","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"85 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135666570","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: Hospital Portfolio Strategy and Patient Choice EXPRESS:医院投资组合策略与患者选择

1区管理学

Journal of Marketing Pub Date : 2023-10-19 DOI: 10.1177/00222429231204247

Sarang Sunder, Sriram Thirumalai

{"title":"EXPRESS: Hospital Portfolio Strategy and Patient Choice","authors":"Sarang Sunder, Sriram Thirumalai","doi":"10.1177/00222429231204247","DOIUrl":"https://doi.org/10.1177/00222429231204247","url":null,"abstract":"Specialize? Diversify? Do patients care? The authors investigate the demand-side effects of a hospital's portfolio strategy, which entails decisions about the depth and breadth of its service offerings. Positing that both depth (focus) and breadth (related focus) signal expertise, the authors use both archival and experimental evidence to examine these effects. The archival study is based on Florida's State Inpatient Databases for 2006–2015 and spans all major departments in health care delivery. The empirical analysis exploits plausible exogenous variation from other health care markets and reveals that patient choice is positively influenced by a hospital's depth (focus) and breadth (related focus) of expertise in a department. Complementing the archival evidence, the authors also conducted online experiments to examine the signaling effects of hospital portfolio strategy on patient choice behavior. The results provide support for the idea that hospital portfolio strategy influences patients’ perceptions of hospital expertise in focal and related areas and, subsequently, their choice behavior. The authors also highlight potential synergistic effects between focus and related focus and heterogeneity in the effects across departments, payer types, and hospital profit status. These findings underscore the need for managers to adopt a targeted approach to portfolio decisions in health care.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135667428","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: 1

Acknowledgments 致谢

1区管理学

Journal of Marketing Pub Date : 2023-10-10 DOI: 10.1177/00222429231203302

引用次数: 0