Journal of the Academy of Marketing Science最新文献

Chief marketing officer role design 首席营销官角色设计

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-05-14 DOI: 10.1007/s11747-025-01104-6

Kimberly A. Whitler, Lopo L. Rego, Neil A. Morgan

引用次数: 0

Big data or big brother: When is recontacting the digital customer OK? 大数据还是老大哥：什么时候才能重新联系数字客户？

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-05-13 DOI: 10.1007/s11747-025-01101-9

Yin Bai, Yan Wang, Xingyao Ren

引用次数: 0

They’re not my people: When inclusive marketing backfires 他们不是我的人：当包容性营销适得其反时

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-05-10 DOI: 10.1007/s11747-025-01105-5

Louise May Hassan, Miriam McGowan, Edward Shiu

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Using consumption emotional features to predict web-show viewership 利用消费情感特征预测网络节目收视率

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-04-30 DOI: 10.1007/s11747-025-01094-5

Zheyin Jane Gu, Han Yue, Weining Bao, Hongfu Liu

{"title":"Using consumption emotional features to predict web-show viewership","authors":"Zheyin Jane Gu, Han Yue, Weining Bao, Hongfu Liu","doi":"10.1007/s11747-025-01094-5","DOIUrl":"https://doi.org/10.1007/s11747-025-01094-5","url":null,"abstract":"Today an increasing number of TV shows and movies are released on online video streaming platforms. This study proposes a forecasting modeling framework that uses measures of a show’s consumption emotional features, or viewer sentiments triggered by the show’s production emotional features such as plot, as predictors to forecast a web show’s viewership. Our forecasting modeling framework has three components: feature construction, feature selection through in-sample prediction, and out-of-sample forecasting. In feature construction, we take advantage of the increasingly popular live commenting function in video streaming, which allows viewers to post spontaneous, visceral comments while watching. We utilize machine learning techniques to process the voluminous, unstructured live comment data to form “emotion waves,” which depict the evolution in viewers’ moment-to-moment sentiments throughout the show. We characterize emotion waves to form measures of consumption emotional features. We separately characterize positive and negative emotion waves, as well as their relative positions, and also separately characterize emotion waves in different narrative segments of a show. In feature selection, we use an in-sample prediction model to verify our proposed measures and use only key measures with significant impacts to build the forecasting model. Lastly, in out-of-sample forecasting, we show that a small number of key measures formed over a small sample of live comments available shortly after a show’s release can effectively forecast the show’s viewership accumulated in an extended period after its release.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"12 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143889562","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

Exploring the interaction between television and branded search advertising: Implications for real-time syncing strategies 探索电视与品牌搜索广告之间的互动：对实时同步策略的启示

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-04-29 DOI: 10.1007/s11747-025-01103-7

Ivan A. Guitart, Guillaume Hervet

{"title":"Exploring the interaction between television and branded search advertising: Implications for real-time syncing strategies","authors":"Ivan A. Guitart, Guillaume Hervet","doi":"10.1007/s11747-025-01103-7","DOIUrl":"https://doi.org/10.1007/s11747-025-01103-7","url":null,"abstract":"Although the adoption of real-time syncing services—that is, services that synchronize online and television ads—is rising, there is still limited evidence about their effectiveness. We address this gap by examining the impact of coordinating branded search engine and television ads for a small direct-to-consumer company. We conducted a field experiment during a national television advertising campaign, randomly enabling and pausing the company’s branded text (text-based links triggered by the brand name) and shopping ads (visual product listing ads) across different geographic regions. The results show that television ads generate more website visits when text ads and both text and shopping ads are enabled compared to when search ads are paused. We also find that television ads alone decrease the conversion rate, but enabling shopping ads attenuates this decrease. The results demonstrate that search and television ads interact, which is a necessary condition for a real-time syncing strategy to increase revenues. Because the interactions occur at different stages of the path to purchase, we run a revenue analysis to assess the implications for real-time syncing. The analysis indicates that a real-time syncing strategy would have likely increased the focal company’s revenue compared with strategies that do not coordinate search and television ads.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"35 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-04-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143884883","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

Hijacked, blindfolded, and handcuffed: Navigating the turbulent consumer journey for mental illness treatment services 劫持、蒙住眼睛、戴上手铐：引导躁动的心理疾病治疗服务的消费者旅程

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-04-28 DOI: 10.1007/s11747-025-01102-8

Ann M. Mirabito, Justine Rapp Farrell, Jane E. Machin, Elizabeth Crosby, Natalie Ross Adkins

引用次数: 0

A multiple-stakeholder view of open and user innovation: Systematic review and future research agenda 开放和用户创新的多利益相关者观点：系统回顾和未来研究议程

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-04-23 DOI: 10.1007/s11747-025-01092-7

Keith Marion Smith, Matthew S. O’Hern, Mason R. Jenkins, Paul W. Fombelle, Charles H. Noble

{"title":"A multiple-stakeholder view of open and user innovation: Systematic review and future research agenda","authors":"Keith Marion Smith, Matthew S. O’Hern, Mason R. Jenkins, Paul W. Fombelle, Charles H. Noble","doi":"10.1007/s11747-025-01092-7","DOIUrl":"https://doi.org/10.1007/s11747-025-01092-7","url":null,"abstract":"The open and user innovation (OUI) literature indicates that a variety of actors can play pivotal roles in the innovation process, but to date, many of these roles are under researched and poorly understood. Through a multiple stakeholder view combined with a systematic review of the OUI literature, we identify three key stakeholder roles (creator, contributor, customer) and three separate types of actors (individuals, firms, groups) to create a 3 × 3 OUI Stakeholder Matrix typology. This matrix encompasses the major stakeholders found in the OUI literature and is designed to foster closer collaboration between open innovation and user innovation scholars. Specifically, this article prioritizes identifying and understanding overlooked innovation stakeholders to clarify how their activities might create value for both customers and firms. The authors conclude by developing a series of actionable research questions centered on four primary themes that relate to stakeholder power, stakeholder role transitions and multi-role stakeholders, firms’ beliefs around what drives value in an OUI initiative, and the possible emergence of new stakeholders in OUI programs.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"6 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143863024","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

A whole new world, a new fantastic point of view: Charting unexplored territories in consumer research with generative artificial intelligence 一个全新的世界，一个新的奇妙的观点：用生成式人工智能绘制消费者研究中未开发的领域

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-04-11 DOI: 10.1007/s11747-025-01097-2

Kiwoong Yoo, Michael Haenlein, Kelly Hewett

{"title":"A whole new world, a new fantastic point of view: Charting unexplored territories in consumer research with generative artificial intelligence","authors":"Kiwoong Yoo, Michael Haenlein, Kelly Hewett","doi":"10.1007/s11747-025-01097-2","DOIUrl":"https://doi.org/10.1007/s11747-025-01097-2","url":null,"abstract":"Integrating generative artificial intelligence (AI), particularly large multimodal models (LMMs) like ChatGPT, into the research process offers significant opportunities for marketing scholars. This manuscript provides a field guide into the potential advantages and possible limitations of using LMMs in different stages of consumer research, including idea generation, theory development, pretesting and pilot testing, data collection for experimental designs, data analysis, and reporting. We illustrate LMMs’ capabilities by replicating the consumer research stages of 35 articles from five marketing journals using ChatGPT-4o. Our findings suggest that LMMs enhance the efficiency and effectiveness of consumer research, though their performance varies across stages. LMMs excel in developing theoretical frameworks and collecting data for experimental designs, offer moderate support for idea generation, pre-/pilot testing, and reporting but perform less effectively in data analysis (e.g., silicon sampling). This manuscript underscores generative AI’s potential in consumer research and calls for further exploration into ethical guidelines and best practices to ensure high-quality work.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"139 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143819887","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

Salesperson pricing discretion: Exploring the contingent effects and customer outcomes 销售人员的定价自由裁量权：探索或然效应和客户结果

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-04-10 DOI: 10.1007/s11747-025-01093-6

Amalesh Sharma, Tarun K. Sharma, Wyatt A. Schrock, Eli Jones

{"title":"Salesperson pricing discretion: Exploring the contingent effects and customer outcomes","authors":"Amalesh Sharma, Tarun K. Sharma, Wyatt A. Schrock, Eli Jones","doi":"10.1007/s11747-025-01093-6","DOIUrl":"https://doi.org/10.1007/s11747-025-01093-6","url":null,"abstract":"There is tension among practitioners regarding whether to offer salesperson-level pricing discretion beyond discounts in B2B sales, with the literature providing mixed evidence. Using a multi-study approach, we explore the dynamics surrounding salesperson pricing discretion, addressing crucial gaps within the existing pricing discretion literature, especially concerning the contingent factors that can drive salesperson pricing discretion’s effects. Using 504,446 transactions, Study 1 offers an in-depth examination of the effects stemming from salesperson-exercised pricing discretion. Besides finding a non-linear relationship between salesperson-exercised pricing discretion and manufacturer performance, in contrast to the existing literature, which primarily considers market- and firm-level factors, the current paper identifies three pivotal salesperson-level variables that moderate the impact of exercised pricing discretion on manufacturer profitability. Study 2 extends our exploration with a field investigation focusing on pricing discretion's effects on customer-level outcomes, showing that discretion positively affects B2B customer satisfaction, purchase quantities, and downstream customer performance.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"58 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143813904","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

The past, present, and future of adaptive selling: Toward an integrative framework 适应性销售的过去、现在和未来：走向一个整合的框架

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-03-28 DOI: 10.1007/s11747-025-01096-3

Nawar N. Chaker, Rhett T. Epler, Gabriel Moreno, Dana Amiri, Elizabeth G. McDougal, Jay O’Toole

{"title":"The past, present, and future of adaptive selling: Toward an integrative framework","authors":"Nawar N. Chaker, Rhett T. Epler, Gabriel Moreno, Dana Amiri, Elizabeth G. McDougal, Jay O’Toole","doi":"10.1007/s11747-025-01096-3","DOIUrl":"https://doi.org/10.1007/s11747-025-01096-3","url":null,"abstract":"Adaptive selling represents a notable and influential concept in the marketing literature. Despite being discussed in scholarly research and managerial practice for over forty years and mixed findings about its impact, a comprehensive understanding of the construct of adaptive selling remains missing. To remedy this critical knowledge gap, we conduct a comprehensive review of 188 articles across twenty-seven journals. We combine three approaches in our survey of the literature, including a systematic review, a main path analysis, and a bibliographic analysis. Together, this three-prong review offers profound insights into the state of adaptive selling research by (1) mapping the key stages of evolution of research in this domain over the last four decades, (2) delineating various conceptualizations and operational measures of the construct of adaptive selling, and (3) advancing an integrated framework of the nomological network of adaptive selling. Based on these insights, we outline five major opportunities for future theoretical development and empirical research to move the domain forward.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"64 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-03-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143723578","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