Journal of Marketing最新文献_第7页

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

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