Journal of Marketing最新文献_第8页

EXPRESS: Developing Strengths or Remedying Weaknesses? How Perceived Social Mobility Affects Parents’ Purchase Preferences for Children’s Educational Products 快讯：发展优势还是弥补劣势？感知到的社会流动性如何影响家长对儿童教育产品的购买偏好

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-12-20 DOI: 10.1177/00222429231224333

Qihui Chen, Yajin Wang, Ying Zhang

{"title":"EXPRESS: Developing Strengths or Remedying Weaknesses? How Perceived Social Mobility Affects Parents’ Purchase Preferences for Children’s Educational Products","authors":"Qihui Chen, Yajin Wang, Ying Zhang","doi":"10.1177/00222429231224333","DOIUrl":"https://doi.org/10.1177/00222429231224333","url":null,"abstract":"Does parents’ status motivation affect their educational product choices for their children? Across seven studies, we find that when parents believe that society provides enough opportunities for individuals to achieve higher social status through hard work (i.e., high social mobility), they prioritize the status advancement goal and prefer products to help maximize a child’s strengths. However, when parents believe that even if one works hard, the opportunity to climb up the social ladder is limited (i.e., low social mobility), they focus on maintaining their current status and prefer products that help remedy a child’s weaknesses. Moreover, the research demonstrates that this effect diminishes when the strength and weakness are in the domains that have low relevance to status. Finally, we find that when parents believe that children with specialties are more likely to succeed, they prefer products for maximizing strengths; whereas when they believe that well-rounded children are more likely to succeed, they prefer products for remedying weaknesses, regardless of their perception of social mobility.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"71 10","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138954342","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: Targeting Nearby Influencers: the Acceleration of Natural Triadic Closure by Leveraging Interconnectors 快讯：瞄准附近的影响者：利用互联器加速自然三体闭合

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-12-14 DOI: 10.1177/00222429231223420

Jacob Goldenberg, Andreas Lanz, Daniel Shapira, Florian Stahl

{"title":"EXPRESS: Targeting Nearby Influencers: the Acceleration of Natural Triadic Closure by Leveraging Interconnectors","authors":"Jacob Goldenberg, Andreas Lanz, Daniel Shapira, Florian Stahl","doi":"10.1177/00222429231223420","DOIUrl":"https://doi.org/10.1177/00222429231223420","url":null,"abstract":"On user-generated content platforms, individuals and firms alike seek to build and expand their follower base to eventually increase the reach of the content they upload. The bulk of the seeding literature in marketing suggests targeting users with a large follower base—the high-status influencers. In contrast, some recent studies find targeting lower-status influencers to be a more effective seeding policy. In this multi-method paper, we shift the focus from the follower base of the seeding target to the focal content creator. We propose accelerating natural triadic closure by leveraging the first-degree followers as interconnectors to target the second-degree followers––i.e., the nearby (low-status) influencers (who are interconnected with the focal content creator). Empirical studies document that this seeding target is much more effective for building and expanding the follower base, compared to targeting influencers who are not interconnected with the focal content creator––i.e., the remote (both high- and low-status) influencers by 2,300% and 46%, respectively. These studies on the acceleration of natural triadic closure are augmented by a pre-registered field experiment to obtain convergent validity of the findings.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"60 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-12-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138971347","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: Collaborating to Innovate: Balancing Strategy Dividend and Transactional Efficiencies 快讯：合作创新：平衡战略红利与交易效率

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-12-11 DOI: 10.1177/00222429231222269

Nehal Elhelaly, Sourav Ray

{"title":"EXPRESS: Collaborating to Innovate: Balancing Strategy Dividend and Transactional Efficiencies","authors":"Nehal Elhelaly, Sourav Ray","doi":"10.1177/00222429231222269","DOIUrl":"https://doi.org/10.1177/00222429231222269","url":null,"abstract":"When a firm collaborates with its suppliers, it expands its access to external know-how, and thus, can enhance its innovation performance. Such collaborations are common and argued to have significant impact on the firm’s market outcomes. However, such collaborations also expose the firm to various transactional hazards including knowledge spillovers and opportunism. This trade-off looms over the firm’s commitment to a market positioning strategy and the functional capabilities it draws upon to generate its strategy dividend. Recent accounts suggest the verdict on supplier collaborations is noisy and that partner perceptions of these collaborations do not align on key issues of governance, strategy, and value generation. To investigate this, we study 202 formal co-development contracts of high-tech original equipment manufacturers that collaborated with suppliers from 1985 to 2016. Drawing upon the governance value analysis framework, we show how misalignment between the firm’s co-development contracts, capabilities, and market positioning strategy significantly erodes its innovation performance. Thus, blanket prescriptions for one or the other types of contracts are misdirected, their effectiveness being a contingent outcome dependent on the firm’s market positioning strategy and functional capabilities. Our paper presents one of the most complete tests of the governance value analysis framework to date.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"11 9","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-12-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138980338","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: Adoption of New Technology Vaccines 快讯采用新技术疫苗

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2023-11-29 DOI: 10.1177/00222429231220295

Laura Zimmermann, J. Somasundaram, Barsha Saha

{"title":"EXPRESS: Adoption of New Technology Vaccines","authors":"Laura Zimmermann, J. Somasundaram, Barsha Saha","doi":"10.1177/00222429231220295","DOIUrl":"https://doi.org/10.1177/00222429231220295","url":null,"abstract":"Extensive research has examined the diffusion of innovations for products that can be trialed, and where the most adverse outcome, if a product fails, is a financial loss. However, less research has explored consumer responses to innovations in highly uncertain contexts characterized by health losses, lack of trialability, and the opportunity to free-ride on other’s adoption. This research focuses on vaccine decision-making as a unique case within such contexts and extends the findings to other domains. Four studies (Ntotal = 1,796, five supplementary studies, Ntotal = 643) test the propositions of a formal model that incorporates uncertainty and other’s choices into the adoption decision. The results show that consumers are surprisingly averse to products that are described as employing a new technology (e.g., mRNA technology) and require an ‘efficacy premium’ to compensate for higher perceived uncertainty. However, considerable heterogeneity exists due to individual differences in technology readiness, trust in government, and risk attitudes. Notably, despite the prominent threat of free-riding, a social proof nudge (communicating increasing population adoption) effectively reduces aversion to new technology. In this context, social proof information does not merely drive conformity or social learning, but instead increases adoption of new technology by alleviating perceived uncertainty.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"13 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-11-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139214104","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

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