Journal of Interactive Marketing最新文献

EXPRESS: How Star Power Drives Video Game Success 快讯：明星效应如何推动电子游戏取得成功

IF 6.8 1区管理学

Journal of Interactive Marketing Pub Date : 2024-08-09 DOI: 10.1177/10949968241274693

André Marchand, Nicolas R. Weber

引用次数: 0

This We Promise You 我们向您承诺

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2024-06-09 DOI: 10.1177/10949968241258575

Peeter W. J. Verlegh, Beth Fossen

引用次数: 0

EXPRESS: Adoption of Virtual-Reality Headsets: the Role of Metaverse Trials for Consumers’ Usage and Purchase Intentions 快讯虚拟现实头盔的采用：元宇宙试验对消费者使用和购买意向的作用

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2024-06-06 DOI: 10.1177/10949968241263353

Thorsten Hennig-Thurau, Alina M. Herting, David Jütte

{"title":"EXPRESS: Adoption of Virtual-Reality Headsets: the Role of Metaverse Trials for Consumers’ Usage and Purchase Intentions","authors":"Thorsten Hennig-Thurau, Alina M. Herting, David Jütte","doi":"10.1177/10949968241263353","DOIUrl":"https://doi.org/10.1177/10949968241263353","url":null,"abstract":"Stand-alone virtual-reality (VR) headsets such as Meta’s Quest series enable highly immersive social experiences. As part of a trend toward a trillion dollar “metaverse,” a virtual social environment for which headsets constitute the major access device, these headsets have been predicted to grow the market for VR hardware substantially. Despite huge investments from companies, adoption of headsets has not reached the mass market yet. While some see the reason in the limited value that accessing the metaverse via VR headsets offers consumers, others blame the experience character of headsets as an adoption barrier. To shed light on this market shaping issue, this research introduces the concept of metaverse trials as a special case of consumer product trials in which consumers test VR headsets for engaging in direct experiences in virtual worlds together with others, and it explores how such a trial affects headset adoption. Using a sample of almost 100 participants of an extensive metaverse trial and a matched sample of non-trialists, the authors find trialists’ intention to use VR headsets in the future to be higher, while their intention to purchase VR headsets is lower. They also study determinants and outcomes of key facets of the metaverse experience.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2024-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141377276","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: Community Gifting and Recipients Engagement with Peers and Influencers: Evidence from Natural Experiments on Twitch 快递：社区馈赠与受赠者与同行和影响者的互动：来自 Twitch 自然实验的证据

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2024-05-15 DOI: 10.1177/10949968241257891

Alexander Chaudhry, Yang Wang, Erya Ouyang

{"title":"EXPRESS: Community Gifting and Recipients Engagement with Peers and Influencers: Evidence from Natural Experiments on Twitch","authors":"Alexander Chaudhry, Yang Wang, Erya Ouyang","doi":"10.1177/10949968241257891","DOIUrl":"https://doi.org/10.1177/10949968241257891","url":null,"abstract":"Community gifting, the phenomenon of donating digital goods to peers without selecting specific recipients, is one of live streaming's key social technologies for engaging online communities. In this study, we investigate the causal relationship between receiving a community gift and the recipient's subsequent social and monetary engagement behaviors by exploiting the randomization of recipient assignment on the popular live streaming platform, Twitch. We find that, relative to nonrecipients within a five-minute window of a community gifting event, community gift recipients exhibit a 69% chance of directing an additional message toward their peers, a 35% chance of directing an additional message toward the streamer and a 5% chance of gifting an incremental subscription to the community. However, recipients are no more likely to tip the streamer. We apply computational linguistics methods to illustrate that recipients' increased social engagement is accompanied by elevated sentiment and an increased likelihood of joining existing conversations. Finally, we conduct a series of moderator analyses, and find that recipients' gifting behavior is less frequent when there are more gifting events prior to the focal community gift, i.e., allowing the recipient to hide. Moreover, the social engagement effect of receiving a community gift is greater when prior chatter is more voluminous and discontinuous, i.e., when it is easier for the recipient to jump into the chat. We conclude that the spillovers to social engagement are more important than those to financial reciprocity given the positive feedback loop implied by our moderator analysis. Our results reveal how and when community gifting impacts audience engagement.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2024-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140973062","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

Does Posting About Diversity and Inclusion (D&I) Improve Engagement in Social Media? Antecedents and Impact of D&I Communication Decisions 发布有关多元化与包容性 (D&I) 的信息是否会提高社交媒体的参与度？多元化与包容性交流决策的前因和影响

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2024-05-06 DOI: 10.1177/10949968241239285

N. Bombaij, Sadaf Mokarram‐Dorri

{"title":"Does Posting About Diversity and Inclusion (D&I) Improve Engagement in Social Media? Antecedents and Impact of D&I Communication Decisions","authors":"N. Bombaij, Sadaf Mokarram‐Dorri","doi":"10.1177/10949968241239285","DOIUrl":"https://doi.org/10.1177/10949968241239285","url":null,"abstract":"The emergence of social media has increased consumer–brand connectedness and raised awareness of societal issues such as diversity and inclusion (D&I). This means that brands are confronted with the decision of whether to talk about D&I in their marketing communication—a choice that remains highly fragmented in practice. The authors analyze more than 3 million posts from 289 brands over five years to identify the antecedents of brand D&I communication decisions, as well as their subsequent impact on social media engagement. The results reveal that message content (more positive sentiment, fewer emojis) and message features (longer messages, more hashtags and mentions) are (positively) related to a brand's decision to post about D&I. In addition, D&I communication leads to greater engagement on average, though the magnitude of this effect is contingent on the message characteristics. These results hold true for both generic and topic-specific D&I messages. The findings have practical implications for brand managers in their strategic D&I communication decisions and for social media marketers in their message content design.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2024-05-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141011283","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: A Suite of Metrics to Understand Return on Investments in Customers EXPRESS：了解客户投资回报的一套指标

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2024-04-22 DOI: 10.1177/10949968241252843

N. Bendle, Paul Farris, Raj Venkatesan, J. A. Petersen

{"title":"EXPRESS: A Suite of Metrics to Understand Return on Investments in Customers","authors":"N. Bendle, Paul Farris, Raj Venkatesan, J. A. Petersen","doi":"10.1177/10949968241252843","DOIUrl":"https://doi.org/10.1177/10949968241252843","url":null,"abstract":"When making customer investments under resource constraints, approaches based upon next period accounting profit fail to consider the long-term. As we show, marketers’ suggested solutions often omit retention spend from the customer investment, understating the required committed marketing spend. Unfortunately, the logical outcome is a focus on the wrong (high retention cost) customers. Marketers may even try to acquire customers as long-term investments, then refuse to invest in their retention. We develop a suite of metrics to consider investments in customers, including customer return on investment (CROI), acquisition return on investment (AROI), retention return on investment (RROI), and option return on investment (OROI). Using the suite can help marketers calculate meaningful ROIs, even when they cannot clearly differentiate between acquisition and retention marketing spend. Our key contributions show how to assess the value of customer investments and treat customer acquisition as gaining an option to spend on retention. We outline the connection between the metrics, detail when each are appropriate, and show how to apply the suite of metrics to a variety of simulated datasets.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2024-04-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140674542","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: Getting the Recipe Right: How Content Combinations Drive Social Media Engagement Behaviors 快讯正确掌握配方：内容组合如何推动社交媒体参与行为

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2024-04-16 DOI: 10.1177/10949968241251694

Sara Lapresta-Romero, Larissa Becker, Blanca Hernández-Ortega, Harri Terho, Jose L. Franco

引用次数: 0

EXPRESS: Mixing User- and Publisher-Generated Content: Quantifying UGC Spillover Effect in a Hybrid Content Environment 快讯：混合用户和出版商生成的内容：量化混合内容环境中的 UGC 溢出效应

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2024-04-15 DOI: 10.1177/10949968241249949

Inyoung Chae, David A. Schweidel, Theodoros Evgeniou, V. Padmanabhan

{"title":"EXPRESS: Mixing User- and Publisher-Generated Content: Quantifying UGC Spillover Effect in a Hybrid Content Environment","authors":"Inyoung Chae, David A. Schweidel, Theodoros Evgeniou, V. Padmanabhan","doi":"10.1177/10949968241249949","DOIUrl":"https://doi.org/10.1177/10949968241249949","url":null,"abstract":"Publishers are increasingly turning to user-generated content (UGC) to supplement the content they produce. However, what is the relationship between the consumption of UGC and publisher-generated content (PGC)? Consumption of different types of UGC may have different effects, one creating a positive synergy with PGC consumption that nets more ad revenue, while another stymies PGC consumption and has adverse financial consequences. In this research, we empirically investigate content consumption in a hybrid content environment when publishers’ main revenue resource relies on traffic on PGC pages. Using data from a major online portal, we examine the spillover effect generated by different types of UGC, including how soon users are likely to return to the website and the type of content they are likely to consume. Although higher forum consumption promotes revisits and increased PGC consumption, blog and album consumption do not contribute positively to revisits and PGC consumption. We illustrate via simulations that one type of UGC may increase PGC consumption by 18% more than other types and that ignoring the UGC spillover effect can significantly affect the publisher’s monetization strategy. We quantify these spillover effects by UGC type and compare strategies for optimizing the mix of PGC and different types of UGC for monetization.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2024-04-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140699024","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 Do Implausible Tensile Price Claims Affect Consumer Perceptions of Deceptiveness and Consumer Willingness to Purchase in Online Environments? 快讯：在网络环境中，似是而非的拉伸价格声明如何影响消费者对欺骗性的感知以及消费者的购买意愿？

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2024-04-15 DOI: 10.1177/10949968241249660

Xinyu Chang, Hualu Zheng, Shuai Yang, Lu Huang, William T. Ross

{"title":"EXPRESS: How Do Implausible Tensile Price Claims Affect Consumer Perceptions of Deceptiveness and Consumer Willingness to Purchase in Online Environments?","authors":"Xinyu Chang, Hualu Zheng, Shuai Yang, Lu Huang, William T. Ross","doi":"10.1177/10949968241249660","DOIUrl":"https://doi.org/10.1177/10949968241249660","url":null,"abstract":"The study explores how and why an embedded implausible tensile price claim (TPC) affects consumers’ decisions as to whether to click on the associated online advertisement and their subsequent purchases. The authors conduct a field experiment by designing a structured set of search advertisements with implausible TPCs for a global apparel brand and launching them on Baidu, the largest search engine in China. Using a hierarchical Bayesian model, the authors quantify how implausible TPCs influence consumers’ two-stage decisions, clicking on the advertisement and purchasing the product. Using two laboratory experiments, the authors further demonstrate that the purchase decision is mediated by consumers’ perceptions of deception in the advertisement, despite the fact that the click decision is not. Results show that implausible TPCs in a search advertisement motivate consumers to click on the promotion. However, the discrepancy between the advertised and the actual discounts makes the advertisement seem deceptive to consumers, which reduces their likelihood of purchasing the product and leads them to search for other products and promotions. Our results address advertising deception in online price claims, offer critical policy implications regarding implausible TPCs, and shed light on designing and executing implausible TPCs in online advertising.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2024-04-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140699809","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

Email Campaigns That Suit the Candidate: Leveraging Automated Text Analysis to Increase Political Donations 适合候选人的电子邮件营销活动：利用自动文本分析增加政治捐款

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2024-04-08 DOI: 10.1177/10949968241240453

Simha Mummalaneni, Rebecca Jen-Hui Wang, Mathew S. Isaac

{"title":"Email Campaigns That Suit the Candidate: Leveraging Automated Text Analysis to Increase Political Donations","authors":"Simha Mummalaneni, Rebecca Jen-Hui Wang, Mathew S. Isaac","doi":"10.1177/10949968241240453","DOIUrl":"https://doi.org/10.1177/10949968241240453","url":null,"abstract":"This research employs automated text analysis to explore how textual characteristics in campaign emails affect monetary donations received by political candidates. The authors outline a new methodological framework that combines a machine learning approach for natural language processing with fixed effect regressions, thereby enabling researchers to study and interpret the impact of textual characteristics on donations while also accounting for individual differences across candidates and their email recipients. Using this framework, the authors analyze 764 emails from 19 candidates in the 2020 U.S. Democratic presidential primary election and evaluate how certain textual characteristics (e.g., empathy, vulnerability) in campaign emails affect donation outcomes. Identifying these effects would enable candidates to improve their email text and increase their donations by 9% on average. This research provides a practical and flexible roadmap for automated text analysis in situations where political campaigns do not have clear a priori hypotheses about which textual characteristics will be effective for them.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2024-04-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140729633","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