Journal of the Academy of Marketing Science最新文献

Influencer marketing unlocked: Understanding the value chains driving the creator economy

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-01-24 DOI: 10.1007/s11747-024-01073-2

Barak Libai, Ana Babić Rosario, Maximilian Beichert, Bas Donkers, Michael Haenlein, Reto Hofstetter, P. K. Kannan, Ralf van der Lans, Andreas Lanz, H. Alice Li, Dina Mayzlin, Eitan Muller, Daniel Shapira, Jeremy Yang, Lingling Zhang

{"title":"Influencer marketing unlocked: Understanding the value chains driving the creator economy","authors":"Barak Libai, Ana Babić Rosario, Maximilian Beichert, Bas Donkers, Michael Haenlein, Reto Hofstetter, P. K. Kannan, Ralf van der Lans, Andreas Lanz, H. Alice Li, Dina Mayzlin, Eitan Muller, Daniel Shapira, Jeremy Yang, Lingling Zhang","doi":"10.1007/s11747-024-01073-2","DOIUrl":"https://doi.org/10.1007/s11747-024-01073-2","url":null,"abstract":"As influencer marketing evolves into a dominant force in the marketing landscape, it necessitates a deeper theoretical exploration to understand its strategic implementations and impacts. This article examines the dynamics of influencer marketing within the growing creator economy, emphasizing the interactions among firms, influencers, followers, and digital platforms. We introduce a novel, equity-driven framework that analyzes how influencers contribute to customer equity, how influencers manage and leverage the value from their followers, and how platforms maximize the value from their users. We detail the complex relationships and value exchanges within the influencer marketing ecosystem, highlighting the challenges of measuring the return on investment and influencers’ strategic use of content to maintain authenticity and influence. By synthesizing diverse academic literature and current industry practices, this manuscript provides a comprehensive overview of the mechanisms of value creation and exchange in influencer marketing, offers strategic implications for marketers aiming to optimize their influencer engagements, and outlines future work in the form of the eleven “INFLUENCERS” research directions.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"38 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-01-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143026629","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

Assortment management strategies that people see: Insights from a meta-analysis of experimental research on perceived assortment variety 人们看到的分类管理策略：来自感知分类多样性实验研究的元分析的见解

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-01-18 DOI: 10.1007/s11747-024-01075-0

Victor D. Mejía

{"title":"Assortment management strategies that people see: Insights from a meta-analysis of experimental research on perceived assortment variety","authors":"Victor D. Mejía","doi":"10.1007/s11747-024-01075-0","DOIUrl":"https://doi.org/10.1007/s11747-024-01075-0","url":null,"abstract":"Assortment “variety” is a major factor influencing consumer attraction. Brands and firms use five assortment management strategies to improve consumers’ perception of variety (size, composition, arrangement, visual layout, and textual information). This paper breaks down Perceived Assortment Variety (PAV) into its constituent parts (numerosity and diversity) and investigates the effect of each strategy on each component of PAV through meta-regressions on experimental studies (61 papers, 135 studies, cumulative N = 66,638). Assortment size increase has a linear positive effect on perceived numerosity, but a positive and marginally decreasing effect on perceived diversity. In contrast, arrangement and visual layout have a negative and marginally increasing effect on perceived diversity, and a stronger effect than assortment size increase on diversity perception above 38 and 58 items respectively. These findings have practical and theoretical implications for assortment management. A supplementary analysis on 44 non-experimental papers extends the results for PAV to behavioral outcomes.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"98 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2025-01-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142988775","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

Breaking bad news: How frontline employees cope with bad news disclosure to customers 突发坏消息：一线员工如何应对向客户披露的坏消息

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2025-01-16 DOI: 10.1007/s11747-024-01079-w

Cécile Delcourt, Dwayne D. Gremler, Dominique A. Greer

引用次数: 0

How generative AI Is shaping the future of marketing 生成式人工智能如何塑造营销的未来

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-12-14 DOI: 10.1007/s11747-024-01064-3

Dhruv Grewal, Cinthia B. Satornino, Thomas Davenport, Abhijit Guha

引用次数: 0

The impact of analyst stock recommendations on firms’ relative exploration orientation 分析师股票推荐对企业相对探索取向的影响

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-12-09 DOI: 10.1007/s11747-024-01070-5

Xinchun Wang, Anna Shaojie Cui

引用次数: 0

Shifting perspectives: How communicating user innovations’ self-focus enhances adoption 转变观点：如何沟通用户创新的自我关注提高采用

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-11-30 DOI: 10.1007/s11747-024-01068-z

Helen Si Wang, Chi Kin (Bennett) Yim

{"title":"Shifting perspectives: How communicating user innovations’ self-focus enhances adoption","authors":"Helen Si Wang, Chi Kin (Bennett) Yim","doi":"10.1007/s11747-024-01068-z","DOIUrl":"https://doi.org/10.1007/s11747-024-01068-z","url":null,"abstract":"Each year, millions of user inventors spend billions of dollars creating innovations for their own use and to satisfy their own needs. Many user entrepreneurs also commercialize their user innovations to the mass market to benefit others and generate financial return. However, because user innovations are inherently self-focused, they often fail to achieve adoption in the mass market, leading to significant social welfare losses. Extant research suggests deploying customer-focused design modifications to improve the diffusion of user innovations. As an alternative to this customer-focused perspective, the authors propose a novel communication strategy that evokes adopters’ creativity to increase adoption. In particular, presenting user innovations’ self-focused goals and related key attributes in a sequence that mismatches adopters’ default innovation learning sequences can evoke adopters’ creative thinking regarding the self-relevance of the user innovations, and in turn enhances adoption. Furthermore, deploying self-focused, user inventor solo (vs. customer-focused, open customer participation) enhancement strategy sustains (vs. attenuates) the proposed effects.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"1 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2024-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142753565","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

There is business like show business! What marketing scholars and managers can learn from 40 years of entertainment science research 有生意就有演艺圈！营销学者和管理者可以从 40 年的娱乐科学研究中学到什么

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-11-16 DOI: 10.1007/s11747-024-01057-2

Ronny Behrens, Ann-Kristin Kupfer, Thorsten Hennig-Thurau

{"title":"There is business like show business! What marketing scholars and managers can learn from 40 years of entertainment science research","authors":"Ronny Behrens, Ann-Kristin Kupfer, Thorsten Hennig-Thurau","doi":"10.1007/s11747-024-01057-2","DOIUrl":"https://doi.org/10.1007/s11747-024-01057-2","url":null,"abstract":"For over four decades, scholars have developed the field of entertainment science, establishing a thorough understanding of the business behind filmed, recorded, written, and programmed media products and services, encompassing consumer behavior and strategic decision-making. Building on six foundational characteristics that jointly define entertainment offerings (i.e., their hedonic, narrative, cultural, creative, innovative, and digital nature), we synthesize key findings from entertainment science research. Since each of these characteristics can be found individually in various industries, this review offers substantial potential for learning beyond the entertainment world. Leveraging the entertainment industry’s pioneering role in major cross-industry trends, including virtual worlds and generative AI, we then provide best practices for adapting to these developments. We conclude by proposing a comprehensive agenda for future research on each of the foundational entertainment characteristics within the field of entertainment science and beyond.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"247 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2024-11-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142642993","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

Expressions of customer rumination in online posts and firm responses 客户在网络帖子中的反刍表达和公司的回应

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-11-16 DOI: 10.1007/s11747-024-01061-6

Hai-Anh Tran, Yuliya Strizhakova, Bach Nguyen, Samuel G. B. Johnson

{"title":"Expressions of customer rumination in online posts and firm responses","authors":"Hai-Anh Tran, Yuliya Strizhakova, Bach Nguyen, Samuel G. B. Johnson","doi":"10.1007/s11747-024-01061-6","DOIUrl":"https://doi.org/10.1007/s11747-024-01061-6","url":null,"abstract":"When faced with service failures, customers tend to ruminate, i.e., engage in repetitive negative thoughts about service failures and their causes/consequences. Some customers express these ruminative thoughts in online posts, making the internal cognitive process of rumination publicly visible to prospective customers who read the posts. This research proposes a novel conceptualization and operationalization of customer expressions of rumination as the repetitive use of words related to (a) service failure aspects and (b) service failure causes/consequences. Across two field studies, one survey, and two experiments, this research demonstrates that rumination expressions in online posts about service failures are linked to lower sales, weaker prospective customers’ purchase intention, and more “likes” of the post. Responses expressing empathetic apologies are more effective in handling rumination expressions about service failure aspects, whereas responses mentioning compensation are more effective in handling rumination expressions about service failure causes/consequences. We urge managers to recognize the visibility and harmfulness of rumination expressions in digital outlets and provide solutions to minimize their damage.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"13 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2024-11-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142642996","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 paradox of product scarcity: Catalyzing the speed of innovation diffusion 产品稀缺的悖论：催化创新传播的速度

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-11-13 DOI: 10.1007/s11747-024-01060-7

Surya Pathak, P. V. Sundar Balakrishnan

{"title":"The paradox of product scarcity: Catalyzing the speed of innovation diffusion","authors":"Surya Pathak, P. V. Sundar Balakrishnan","doi":"10.1007/s11747-024-01060-7","DOIUrl":"https://doi.org/10.1007/s11747-024-01060-7","url":null,"abstract":"Product shortages are known to slow down the diffusion process. However, we counterintuitively theorize and empirically demonstrate that under specific conditions of social influence, the diffusion process may be accelerated by early product scarcity. Using an Agent-Based framework and Genetic Algorithm-based estimation, we analyzed 20 product categories to identify the critical trade-off influencing diffusion: the interplay of the social influence ratio of waiting customers to adopters, the external influence, and level of product scarcity. Strategic managerial actions can accelerate the adoption of products. For example, in the case of fitness trackers, we were able to simulate speed-up by up to two years compared to the standard Bass model. Importantly, we introduce a novel framework to study competition dynamics, analyzing how the timing of market entry and the production capacity of competitors, along with the initial installed capacity of the pioneering firm affect diffusion speed. This acceleration, whether due to managerial foresight or serendipity, necessitates careful orchestration to harness the enthusiasm of waiting customers and strategically allocate marketing spending on social media platforms, thereby differentially amplifying the influence of adopters and potential customers.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"1 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2024-11-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142601925","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

Recycle right: How to decrease recycling contamination with informational point-of-disposal signage 正确回收：如何利用信息处置点标识减少回收污染

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2024-11-05 DOI: 10.1007/s11747-024-01058-1

Aylin Cakanlar, Megan Hunter, Gergana Y. Nenkov

{"title":"Recycle right: How to decrease recycling contamination with informational point-of-disposal signage","authors":"Aylin Cakanlar, Megan Hunter, Gergana Y. Nenkov","doi":"10.1007/s11747-024-01058-1","DOIUrl":"https://doi.org/10.1007/s11747-024-01058-1","url":null,"abstract":"Plastic pollution represents a grand challenge facing society, yet the amount of plastic being recycled is only about 5%. This recycling crisis has intensified with the growing problem of recycling contamination (i.e., incorrect placement of unrecyclable materials in recycling receptacles). This research investigates the potential for informational point-of-disposal recycling signage to decrease recycling contamination. In a longitudinal field study and three experiments, the authors demonstrate that providing schema-congruent prescriptive information (“Recycle these items”) does not reduce recycling contamination and may inadvertently lead to over-recycling. In contrast, the presence of proscriptive information that is moderately incongruent with established schemas (“Do not recycle these items”) prompts more effortful, piecemeal processing. This encourages individuals to integrate the information into their recycling decisions, diminishing their dependence on pre-existing beliefs and expectations regarding recycling and, consequently, lowering contamination rates. Recycling expertise is found to moderate the effects of point-of-disposal recycling signage. By examining such nuanced recycling communication strategies, this research aims to shift the conversation from “recycle more” to “recycle right.”","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"153 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2024-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142580314","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