Journal of the Academy of Marketing Science最新文献_第9页

Highlighting Discrepancies in Brand Messaging Increases Social Media Engagement 突出品牌信息的差异可以提高社交媒体参与度

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2023-11-13 DOI: 10.1007/s11747-023-00983-x

Todd Pezzuti

{"title":"Highlighting Discrepancies in Brand Messaging Increases Social Media Engagement","authors":"Todd Pezzuti","doi":"10.1007/s11747-023-00983-x","DOIUrl":"https://doi.org/10.1007/s11747-023-00983-x","url":null,"abstract":"How can marketers increase social media engagement? This research argues that a simple adjustment to the language used in brand messaging can help. Specifically, that marketers can increase social media engagement by using language that directs the attention of consumers to a discrepancy. A field study that analyzed the text of brand messages across 17 product categories found that consumers are more likely to interact with brands when their messages include words that direct attention to discrepancies between actual and desired states (e.g., words such as could, should, wish, want, and lacking). Controlled experiments reveal the mechanism underlying this effect. Specifically, that using language that directs attention to a discrepancy about the self makes messages seem more relevant, which, in turn, increases the likelihood that consumers will interact with the brand. This type of language is especially effective at making messages seem more relevant (and hence more engaging) among consumers that feel like they lack personal control in their lives. These findings provide marketers with a simple, yet theoretically-grounded technique for engaging more consumers with their brand messaging.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"30 1","pages":""},"PeriodicalIF":18.2,"publicationDate":"2023-11-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"91398699","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

Recall environment and post-recall stock market response 召回环境与召回后股市反应

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2023-11-11 DOI: 10.1007/s11747-023-00979-7

Amir Javadinia, Manpreet Gill, Satish Jayachandran

{"title":"Recall environment and post-recall stock market response","authors":"Amir Javadinia, Manpreet Gill, Satish Jayachandran","doi":"10.1007/s11747-023-00979-7","DOIUrl":"https://doi.org/10.1007/s11747-023-00979-7","url":null,"abstract":"When a firm announces a product recall it typically incurs a market penalty in the form of a decline in its stock price. But a specific recall announcement often happens among recalls by other firms in the industry. Could recent recalls by other firms in the industry impact the market penalty for a new recall announcement? To capture and test this effect, the authors conceptualize recall environment intensity. Using salience theory, they identify the dimensions of the recall environment intensity construct, confirm these dimensions using interviews and a survey, and develop a measure for the construct. The authors then develop hypotheses for the effect of recall environment intensity on the stock penalty for a new recall announcement and propose boundary conditions for the effect. The hypotheses are tested using data from the automobile industry to show that a firm that announces a recall in a high intensity recall environment will have a smaller decline in stock price, though the effect varies with the reliability reputation of the brand and the age of the recalled products. The study provides a nuanced understanding of the stock market response to recall announcements and offers guidance on how to conceptualize and measure recall environment intensity.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"62 6","pages":""},"PeriodicalIF":18.2,"publicationDate":"2023-11-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72365244","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

Deploying artificial intelligence in services to AID vulnerable consumers 在援助弱势消费者的服务中部署人工智能

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2023-11-11 DOI: 10.1007/s11747-023-00986-8

Erik Hermann, Gizem Yalcin Williams, Stefano Puntoni

引用次数: 0

How within-person research can extend marketing knowledge 人内研究如何扩展营销知识

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2023-11-03 DOI: 10.1007/s11747-023-00978-8

Dayle Childs, Nick Lee, John W. Cadogan, Belinda Dewsnap

{"title":"How within-person research can extend marketing knowledge","authors":"Dayle Childs, Nick Lee, John W. Cadogan, Belinda Dewsnap","doi":"10.1007/s11747-023-00978-8","DOIUrl":"https://doi.org/10.1007/s11747-023-00978-8","url":null,"abstract":"Much existing research in marketing examines theory using between-persons research designs, yet draws implications that are based on within-person causal logics. This mismatch is problematic in developing marketing knowledge, and in impacting marketing practice effectively. The present article discusses the importance of conducting within-person research in marketing, alongside suggesting marketing constructs that could benefit from within-person analyses. We provide details on how to conceptualize within-person theories, and compare them with the more common between-persons approach. Furthermore, a set of important methodological considerations and recommendations for designing within-person studies is elaborated on, and theoretical and empirical principles are applied to an empirical demonstration. The results show how theories and relationships can sometimes differ across levels, but in other instances can remain consistent. We draw out a set of important implications and directions for future marketing research, and encourage researchers to incorporate within-person approaches into their toolkit of theoretical and empirical methods.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"77 13","pages":""},"PeriodicalIF":18.2,"publicationDate":"2023-11-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"71435710","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 capability and the turnaround of financially distressed firms 营销能力和财务困境公司的周转

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2023-10-31 DOI: 10.1007/s11747-023-00985-9

Abhi Bhattacharya, Joseph Johnson, Ashkan Faramarzi, Niket Jindal, Ross W. Johnson

引用次数: 0

The ubiquity of scarcity 稀缺性无处不在

1区管理学

Journal of the Academy of Marketing Science Pub Date : 2023-10-28 DOI: 10.1007/s11747-023-00984-w

Russell W. Belk, Gopal Das, Shailendra Pratap Jain

引用次数: 0

How lack of knowledge on emissions and psychological biases deter consumers from taking effective action to mitigate climate change 缺乏排放知识和心理偏见如何阻碍消费者采取有效行动减缓气候变化

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2023-10-23 DOI: 10.1007/s11747-023-00981-z

Karen Page Winterich, Rebecca Walker Reczek, Tamar Makov

引用次数: 0

Get the picture? Using visuals to represent theory 明白了吗?用视觉来表现理论

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2023-10-19 DOI: 10.1007/s11747-023-00980-0

Dina Rasolofoarison, Cristel Antonia Russell

引用次数: 0

The positive effects of integrated advertising, featuring diverse ensembles, on societal identification and mainstream brand value 多元组合的整合广告对社会认同和主流品牌价值的积极影响

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2023-10-05 DOI: 10.1007/s11747-023-00977-9

Conor M. Henderson, Marc Mazodier, Jamel Khenfer

{"title":"The positive effects of integrated advertising, featuring diverse ensembles, on societal identification and mainstream brand value","authors":"Conor M. Henderson, Marc Mazodier, Jamel Khenfer","doi":"10.1007/s11747-023-00977-9","DOIUrl":"https://doi.org/10.1007/s11747-023-00977-9","url":null,"abstract":"The present research employs the Assess Symptoms, Diagnose Causes, Identify and Test Interventions paradigm to measure, understand, and address a grand challenge facing prominent brands: weakness with minority consumers in increasingly diverse societies. First, an analysis of six-hundred thousand consumer-brand ratings reveals that the purchase intention advantage enjoyed by more prominent brands weakens among racial minorities. We posit that these symptoms of weakness are due to the erosion of ingroup identification that would advantage mainstream brands. A diagnostic survey of American consumers confirms the role of societal identification and points to symbolic marginalization from segregation in advertising as one contributor under brands’ influence. Minorities are less likely to report that advertising depicts diverse people together, which predicts lower societal identification and mainstream brand purchase intentions. Experiments confirm that advertising with minority representation and featuring (but lacking) diversification through multi-racial ensembles lessens (perpetuates) a sense of segregation, strengthens (undermines) societal identification, and strengthens (weakens) prominent brands’ value. Advertisements with representation and diversification can contribute to greater societal unification while protecting advantages afforded by social influence, an opportunity for brands to do good while doing well.","PeriodicalId":17194,"journal":{"name":"Journal of the Academy of Marketing Science","volume":"17 3","pages":""},"PeriodicalIF":18.2,"publicationDate":"2023-10-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50167001","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

Short-Asking with Long-Encouraging (SALE): A simple method to increase purchase quantity 短售加长激励(SALE):一种增加购买数量的简单方法

IF 18.2 1区管理学

Journal of the Academy of Marketing Science Pub Date : 2023-10-05 DOI: 10.1007/s11747-023-00975-x

Zoe Y. Lu, Christopher K. Hsee, Kaiyang Wu

引用次数: 0