Journal of Interactive Marketing最新文献

{"title":"The Role of Service-Dominant Logic Strategic Orientations in Driving Customer Engagement in Online Retailing","authors":"Georgia D. Katsifaraki, Marios Theodosiou","doi":"10.1177/10949968231180497","DOIUrl":"https://doi.org/10.1177/10949968231180497","url":null,"abstract":"Motivating customers’ engagement can be a crucial differentiating factor for the dynamically changing landscape of online retailing. This study draws on service-dominant (S-D) logic and behavioral literature to propose a conceptual model that depicts how a firm's S-D orientation and strategic capabilities stimulate customer engagement, leading to enhanced performance. The model captures the underlying mechanism of value cocreation in an online retailing context. The authors test the model using an experimental research design: 872 participants navigated a quest toward a hypothetical purchase in nine versions of a mock e-commerce website specializing in cycling equipment, and which contained various cues representing different S-D orientations. Findings suggest that S-D orientation has a positive impact on customers’ brand attitudes, affecting their engagement dispositions, purchase intentions, and ultimately (dis)engagement behaviors. In addition, relational, individuated, and developmental strategic capabilities appear to have a stronger impact on customer engagement in online retailing.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":" ","pages":""},"PeriodicalIF":11.8,"publicationDate":"2023-08-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44288218","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}

{"title":"The Drivers and Consequences of Ad Blocking: A Self-Filtering Mechanism That Increases Ad Effectiveness","authors":"Evert de Haan","doi":"10.1177/10949968231180500","DOIUrl":"https://doi.org/10.1177/10949968231180500","url":null,"abstract":"A growing group of consumers uses ad-blocking software, preventing advertisers from reaching them and resulting in a loss of ad revenue for publishers. Ways to resolve this issue include blocking these users, disguising ads, or paying the developer of the ad blocker so that ads will not be blocked. The question is to what extent these solutions are effective and desired. This study uses an experimental setup followed by an extensive survey to answer this question. The findings show that, when banner ads are forced on ad blocker users, these users (vs. ad blocker nonusers) spend 10%–20% less time on the web page, evaluate the website as worse, and pay less attention to the banners, while the ads are 190% more effective for ad blocker nonusers. Thus, ad blocking serves as a self-filtering mechanism that filters out consumers who are less responsive to advertising. Ad blockers thus help advertisers target the right consumers and increase the value of the remaining ad slots for publishers. Moreover, ad blocker users are more likely to pay for ad-free content, offering publishers an alternative business model for these consumers.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":" ","pages":""},"PeriodicalIF":11.8,"publicationDate":"2023-08-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45952252","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}

{"title":"The Impact of Forced and Reinforced Channel Migration Strategies on Churn: Evidence from a Quasi-Natural Experiment","authors":"Anastasia Dikareva-Brugman, Jonne Y. Guyt, U. Konus","doi":"10.1177/10949968231173885","DOIUrl":"https://doi.org/10.1177/10949968231173885","url":null,"abstract":"Firms increasingly face decisions about eliminating or downsizing channels that are costly or less efficient. Firms can employ several channel migration strategies to steer customers toward alternative channels. In this study, the authors focus on three different channel migration strategies: (1) forced migration, eliminating the phone channel; (2) reinforced migration, making the phone channel less visible; and (3) voluntary migration, giving consumers complete freedom to choose a channel. The authors investigate customers’ responses to these migration strategies in a contractual setting with a large-scale European insurance services provider. The results reveal that while reinforced channel migration does not lead to higher churn rates relative to voluntary migration, forced channel migration increases the average churn by 11.27 percentage points in absolute terms, representing a relative increase of 47%. The results suggest that reducing the visibility of a channel may provide benefits (fewer expenses) without affecting churn, whereas eliminating the channel provides more cost benefits (no channel expenses) while increasing churn. To help managers understand which approach (reinforced migration vs. forced migration) is preferable for a firm, the authors provide calculations showing that reinforced channel migration delivers higher customer lifetime value.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":" ","pages":""},"PeriodicalIF":11.8,"publicationDate":"2023-07-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49036065","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}

{"title":"How Chatbot Language Shapes Consumer Perceptions: The Role of Concreteness and Shared Competence","authors":"Jano Jiménez-Barreto, Natalia Rubio, S. Molinillo","doi":"10.1177/10949968231177618","DOIUrl":"https://doi.org/10.1177/10949968231177618","url":null,"abstract":"In service settings, chatbots frequently are associated with substandard care, depersonalization, and linguistic misunderstandings. Drawing on assemblage theory (i.e., the examination of how heterogeneous parts, through their ongoing interaction, create an emergent whole with new capacities that the parts themselves do not have), the authors investigate how chatbots’ language concreteness—the specificity of words used during interactions with consumers—can help improve satisfaction, willingness to use the chatbot, and perceived shopping efficiency. Across three experiments, the findings reveal a psychological mechanism driven by concrete chatbot language that makes chatbots seem competent and reinforces consumer self-competence, in turn boosting satisfaction, willingness to use the chatbot, and perceived shopping efficiency. This pattern of results contributes to consumer behavior by providing evidence of the chatbot language concreteness effect on consumer–chatbot interactions. For practitioners, the authors outline conversational designs that could help optimize implementation of chatbots in customer service.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"58 1","pages":"380 - 399"},"PeriodicalIF":11.8,"publicationDate":"2023-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44202464","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}

{"title":"Should We Feed the Trolls? Using Marketer-Generated Content to Explain Average Toxicity and Product Usage","authors":"M. Nepomuceno, Hooman Rahemi, Tolga Cenesizoglu, Laurent Charlin","doi":"10.1177/10949968231172153","DOIUrl":"https://doi.org/10.1177/10949968231172153","url":null,"abstract":"Marketers and researchers recognize the importance and impact on consumer behavior of marketer-generated content (MGC) in social media channels. In this study, the authors present a method to classify MGC using a combination of unsupervised and supervised machine learning. They gather a large data set of posts from Facebook, Instagram, and Twitter and use a time-series model (panel-data vector autoregression) to demonstrate how MGC can be used to explain average toxicity on the part of users. They contribute to the field by examining what types of MGC lead to toxic comments and how these toxic comments impact product usage. The authors find that MGC that demonstrates the quality of products and MGC that is aimed at creating a sense of belonging to a group are more likely to increase average toxicity. Furthermore, the authors find that higher average toxicity in social media communities leads to an increase in usage of the focal product. Finally, the results contribute to the literature by providing insights on the impact of MGC on product usage.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"58 1","pages":"440 - 462"},"PeriodicalIF":11.8,"publicationDate":"2023-06-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41499922","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}

{"title":"A Multimodal Emotion Perspective on Social Media Influencer Marketing: The Effectiveness of Influencer Emotions, Network Size, and Branding on Consumer Brand Engagement Using Facial Expression and Linguistic Analysis","authors":"S. Holiday, Jameson L. Hayes, Haseon Park, Yuanwei Lyu, Yang Zhou","doi":"10.1177/10949968231171104","DOIUrl":"https://doi.org/10.1177/10949968231171104","url":null,"abstract":"Social media influencers rely on emotional connection to maintain and grow their followings and have value for brands. To date, however, no research has quantitatively examined the impact of emotion in the facial expressions and caption text that influencers use in their video posts on consumer engagement through likes, comments, and views of posts. Grounded in consumer brand engagement, psychological sense of community, and the behavior ecology view of facial displays, this study uses social media analytics, facial expression analysis, and computational linguistic analysis to assess the emotional substance of 402 video posts by prominent micro-, macro-, and mega-influencer mothers, known as InstaMoms, as exemplars of Instagram influencers. The study identifies that the amount of emotion used and specific discrete emotions have a meaningful influence on engagement, and both follower count and presence of branding saliently contribute to a more robust understanding of the relationship. Theoretical and practical implications are identified and discussed.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"58 1","pages":"414 - 439"},"PeriodicalIF":11.8,"publicationDate":"2023-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45777794","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}

{"title":"Understanding the Role of Social Media Content in Brand Loyalty: A Meta-Analysis of User-Generated Content Versus Firm-Generated Content","authors":"Olli Tyrväinen, Heikki Karjaluoto, D. Ukpabi","doi":"10.1177/10949968231157281","DOIUrl":"https://doi.org/10.1177/10949968231157281","url":null,"abstract":"The enormous growth of social media has increased interest in this platform among marketers and marketing academics. However, the previous literature has not provided a clear consensus regarding the influence of social media content on consumers’ brand loyalty. The meta-analysis presented in this article integrates results from 223 independent samples, with a total of 97,709 respondents. The study synthesizes previous research to develop a conceptual framework around the dimensions of brand loyalty (cognitive, affective, and conative loyalty), user-generated and firm-generated social media content attributes, and the moderating effects of contextual characteristics and control variables. Selected content attributes (information quality, information credibility, information usefulness, positive emotions, interactivity, and self-congruity) emerged as triggers in social media for dimensions of brand loyalty. Specifically, the authors show that the impact of the attributes on the brand loyalty dimension is stronger for firm-generated content than for user-generated content for most of the relationships. The results indicate that these effects are dependent on contextual characteristics (e.g., low involvement vs. high involvement, hedonic vs. utilitarian, nondurable vs. durable, Human Development Index, and social media platform). The contributions to theory and managerial implications of these findings are discussed, and future research directions are developed.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"58 1","pages":"400 - 413"},"PeriodicalIF":11.8,"publicationDate":"2023-05-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41750248","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}

{"title":"The Effects of Linguistic Coordination on Perceived Quality of Consumer Reviews: A Dual Process Perspective","authors":"A. Liu, Yinglei Wang, Jurui Zhang","doi":"10.1177/10949968221150933","DOIUrl":"https://doi.org/10.1177/10949968221150933","url":null,"abstract":"Online consumer reviews, as a major source of information and influence, are of great interest to marketing researchers and practitioners. This study investigates the effects of linguistic coordination on perceived review quality. Drawing on the elaboration likelihood model, the authors theorize that two types of linguistic coordination—topic matching (semantic component) and language style matching (lexical component)—have profound effects on perceived review quality. Utilizing natural language processing tools and a novel clustering technique to measure matching, empirical analyses based on an IMDb data set support the positive direct effects of both types of matching. Moreover, the authors find that there is a negative interaction between topic matching and language style matching in affecting perceived review quality. The findings contribute to the understanding of online review quality, and the application of natural language processing enriches the methodological tool kit available to researchers.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"58 1","pages":"361 - 379"},"PeriodicalIF":11.8,"publicationDate":"2023-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48855529","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}

{"title":"Information Technologies and Consumers’ Well-Being: Latest Research and Future Research Directions","authors":"M. Benvenuti, Daniele Scarpi, Lia Zarantonello","doi":"10.1177/10949968231161722","DOIUrl":"https://doi.org/10.1177/10949968231161722","url":null,"abstract":"Since our 2021 call for a special issue in the Journal of Interactive Marketing on Information Technologies and Consumers’ Well-Being, interest in this topic has continued to grow. The database Business Source Premier identifies 76 publications since 2021 that have “technology” in the title and include “well-being” in the author-supplied abstract, as well as 447 publications with both “technology” and “well-being” in the abstract. Calls for special issues on technology and wellbeing topics have also appeared in other major marketing journals in the last two years, including the Journal of Consumer Affairs and Psychology & Marketing. This ever-growing interest in the topic of new technologies and consumers’ well-being can be explained by considering, on one side, the unprecedented development in information and communications technologies, and, on the other side, the increased usage of such technologies by large numbers of consumers in many countries around the world. The accelerating role that the COVID-19 pandemic has had in this process has been acknowledged (Amankwah-Amoah et al. 2021), with the result that new technologies, such as artificial intelligence (AI), the Internet of Things, and augmented and virtual reality, among others, have become increasingly important in consumers’ everyday life and are changing consumers’ experiences in the context of products, services, and brands (Hoyer et al. 2020; Pantano and Scarpi 2022; Puntoni et al. 2021; Zarantonello and Schmitt 2023). Understanding how information technologies are affecting consumers’ well-being therefore represents an area of primary importance. A total of 39 papers from China, Finland, France, India, Italy, Lebanon, Poland, Türkiye, and the United Kingdom were submitted in response to our call for papers, and 12 of them successfully went through the review process and are presented in this special issue. These articles advance our understanding of the relationship between new technologies and consumers’ well-being from different perspectives and through the use of different research methodologies. The aim of this editorial is to discuss the state of current research on information technologies and consumers’ well-being. Accordingly, it provides an overview of the articles in the special issue and highlights how they contribute to the growing literature on the topic. It also identifies and outlines future research directions by indicating and discussing areas that require further investigation.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"58 1","pages":"109 - 114"},"PeriodicalIF":11.8,"publicationDate":"2023-04-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41722345","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}

{"title":"The Impact of Mukbang Live Streaming Commerce on Consumers’ Overconsumption Behavior","authors":"Daisy Lee, C. Wan","doi":"10.1177/10949968231156104","DOIUrl":"https://doi.org/10.1177/10949968231156104","url":null,"abstract":"Food live streaming shopping, which features a host eating and promoting the products to viewers, has become a new form of food marketing. In three studies, the authors examine the impact of content, influencer, and channel factors of mukbang live streaming on consumers’ perceived value and subsequent impulse purchase and food consumption behavior. Study 1, an experiment with 216 participants, reveals that a non–autonomous sensory meridian response (non-ASMR) video in which the mukbanger talks to viewers while eating regular (i.e., nonjunk) food is more influential in enhancing the video's perceived value and increasing impulse purchase and consumption. Study 2, with 624 participants, introduces influencer factors into the experiment. It shows that a credible and parasocial influencer significantly affects consumers’ perceived value, regardless of the food featured, resulting in impulse purchase and consumption. Study 3, which excludes the content factors fully mediated by influencer factors, examines the impact of the live streaming influencer and the shopping platform on perceived value and food well-being. A cross-sectional survey of 630 respondents finds that channel factors (food product offerings and convenience) and influencer factors (credibility and parasocial relationship) significantly enhance consumers’ perceived value, leading to impulse purchase and overconsumption. The authors provide theoretical and practical implications to enrich future research and responsible business practices in online food marketing.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"58 1","pages":"198 - 221"},"PeriodicalIF":11.8,"publicationDate":"2023-04-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45991879","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}