Journal of Interactive Marketing最新文献_第6页

The Effect of Mobile Payments on Retailer Firm Value: The Moderating Role of Promotions, Customer Segment, and Rollout Strategy 移动支付对零售商企业价值的影响：促销、客户细分和推广策略的调节作用

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-11-10 DOI: 10.1177/10949968221134805

Simbarashe Pasirayi, Patrick B. Fennell

{"title":"The Effect of Mobile Payments on Retailer Firm Value: The Moderating Role of Promotions, Customer Segment, and Rollout Strategy","authors":"Simbarashe Pasirayi, Patrick B. Fennell","doi":"10.1177/10949968221134805","DOIUrl":"https://doi.org/10.1177/10949968221134805","url":null,"abstract":"Mobile payment technology platforms are quickly gaining popularity. Despite this growth, academic research offers little insight into how adopting mobile payment technology impacts firm value. Further, extant studies are silent on the factors that determine the outcome of pursuing this strategy. Results from an event study of 152 announcements of mobile payments show an increase in firm value by an average of 1.03%, highlighting their effectiveness. Further analysis reveals characteristics of mobile payments that can augment this change in firm value. Specifically, positive firm value accrues when retailers promote the use of mobile payments to their customers. The authors also find that, compared with retailers whose target market comprises older customers, retailers targeting younger customers benefit more from adopting mobile payments. Finally, this study reveals an early-mover advantage, which is maximized in conjunction with an expansive, national rollout strategy. In fact, although a national rollout can be more beneficial early, the results show that for retailers that adopt mobile payments later, there is no difference between using an expansive rollout or a more limited, phased rollout strategy.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2022-11-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49279536","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

Rage Against the Machine: Experimental Insights into Customers’ Negative Emotional Responses, Attributions of Responsibility, and Coping Strategies in Artificial Intelligence–Based Service Failures 对机器的愤怒：基于人工智能的服务故障中客户负面情绪反应、责任归属和应对策略的实验研究

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-11-04 DOI: 10.1177/10949968221134492

Giulia Pavone, L. Meyer-Waarden, Andreas Munzel

{"title":"Rage Against the Machine: Experimental Insights into Customers’ Negative Emotional Responses, Attributions of Responsibility, and Coping Strategies in Artificial Intelligence–Based Service Failures","authors":"Giulia Pavone, L. Meyer-Waarden, Andreas Munzel","doi":"10.1177/10949968221134492","DOIUrl":"https://doi.org/10.1177/10949968221134492","url":null,"abstract":"In their interactions with chatbots, consumers often encounter technology failures that evoke negative emotions, such as anger and frustration. To clarify the effects of such encounters, this article addresses how service failures involving artificial intelligence–based chatbots affect customers’ emotions, attributions of responsibility, and coping strategies. In addition to comparing the outcomes of a service failure involving a human agent versus a chatbot (Study 1), the research framework integrates the potential influences of anthropomorphic visual cues and intentionality (Studies 2 and 3). Through three experimental designs, the study reveals that when interacting with chatbots, customers blame the company more for the negative outcome, experiencing mainly frustration, compared with when they interact with a human agent. As the chatbot is perceived as not having intentions and control over them, it is not considered responsible. Thus, the company bears more responsibility for the poor service performance. However, the authors suggest that anthropomorphic visual cues might help mitigate the negative attributions to the company. The attribution of humanlike characteristics also helps promote both problem-focused coping, which helps consumers actively handle the service failure, and emotion-focused coping, which helps restore the emotional balance disrupted by the negative event.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2022-11-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48926715","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: 5

Content That Engages Your Customers: The Role of Brand Congruity and Promotions in Social Media 吸引客户的内容:品牌一致性和社交媒体推广的作用

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-10-26 DOI: 10.1177/10949968221129817

E. Montaguti, Sara Valentini, Federica Vecchioni

{"title":"Content That Engages Your Customers: The Role of Brand Congruity and Promotions in Social Media","authors":"E. Montaguti, Sara Valentini, Federica Vecchioni","doi":"10.1177/10949968221129817","DOIUrl":"https://doi.org/10.1177/10949968221129817","url":null,"abstract":"Every day, social network users worldwide spend an average of 1 hour and 47 minutes on platforms such as Facebook, Instagram, Twitter, and YouTube, and they forward online content to friends. Nonetheless, 87% of posts to brand Facebook pages go unanswered. To reduce this negative outcome and attract fans’ attention, companies post content that is not necessarily congruent with their brand and that contains promotion-based themes. The question is whether this strategy is effective in boosting rebroadcasting. The authors propose a conceptual framework that explains how two key post themes—congruency and promotions—influence consumers’ propensity to share and why. They validate it through a multimethod approach. First, the authors document the existence of the effect between congruency, promotions, and rebroadcasting by analyzing one year of posts for four leading brands. Second, the authors run a field experiment with Samsung Mobile. They find that the degree of congruency between online content and the brand positively affects the amount of rebroadcasting. Posts that include promotional incentives generate fewer shares, but this negative effect reverses when the post is congruent with the brand. Third, the authors conduct two online lab experiments to explain why this happens and show that fans’ reactance and altruistic motives play a central role.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2022-10-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41745210","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: 2

Let's Laugh About It! Using Humor to Address Complainers’ Online Incivility 让我们一笑而过吧!用幽默解决网上抱怨者的不文明行为

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-10-22 DOI: 10.1177/10949968221129268

Mathieu Béal, Yany Grégoire, François A. Carrillat

引用次数: 2

Digital Engagement on Social Media: How Food Image Content Influences Social Media and Influencer Marketing Outcomes 社交媒体上的数字参与：食品形象内容如何影响社交媒体和影响力营销结果

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-10-19 DOI: 10.1177/10949968221128556

Annika Abell, Dipayan Biswas

引用次数: 6

How Humor Reduces the Impact of Negative Feedback on Social Media 幽默如何减少负面反馈对社交媒体的影响

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-09-15 DOI: 10.1177/10949968221123771

Ying Yu, Li Huang, Ping Qing, Tong Chen

引用次数: 2

The Electronic Word-of-Mouth (eWOM) Implications of Mainstream Channel Distribution and Sales by Niche Brands 小众品牌主流渠道分销与销售的电子口碑影响

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-09-13 DOI: 10.1177/10949968221118333

J. Hoskins, Jameson K. M. Watts

引用次数: 1

Leveraging Social Interaction Among Customers: Referral Reward Versus Collective Buying 利用顾客之间的社会互动:推荐奖励与集体购买

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-09-08 DOI: 10.1177/10949968221112624

Feihong Xia, Rabikar Chatterjee, R. Venkatesh

{"title":"Leveraging Social Interaction Among Customers: Referral Reward Versus Collective Buying","authors":"Feihong Xia, Rabikar Chatterjee, R. Venkatesh","doi":"10.1177/10949968221112624","DOIUrl":"https://doi.org/10.1177/10949968221112624","url":null,"abstract":"Over the past decade, the developed and emerging markets have witnessed an exponential growth in online selling strategies that leverage social interaction among customers and enable sellers to offer discounts or rewards on the basis of the size of the buyer pool. This article classifies these diverse strategies into two categories—referral reward (e.g., Uber) and collective buying (e.g., GroupGets)—with associated subtypes. The authors employ an analytical model in which the seller faces customers with heterogeneity in their knowledge and/or intrinsic valuation of a product. Informed customers may inform and increase their less-informed peers’ valuation of the product. The study's richer behavioral model and consideration of a broader strategy space, relative to the existing analytical models, provide new insights into when and how specific strategies are optimal. Referral reward and collective buying encourage information sharing with less-informed potential customers and are typically superior to the individual selling strategy (under which the seller does not incentivize information sharing among customers), except when information sharing is significantly difficult. The authors conduct model refinements and robustness checks and identify clear qualitative managerial implications that can aid strategic decisions under different product-market characteristics. The authors conclude by suggesting future research opportunities to build on this article and add new theoretical insights and managerial guidance.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2022-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47276401","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

YouTube It Before You Buy It: The Role of Parasocial Interaction in Consumer-to-Consumer Video Reviews 在你购买它之前YouTube:在消费者对消费者的视频评论中副社交互动的作用

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-08-15 DOI: 10.1177/10949968221102825

Valeria Penttinen, Robert Ciuchita, Martina Čaić

{"title":"YouTube It Before You Buy It: The Role of Parasocial Interaction in Consumer-to-Consumer Video Reviews","authors":"Valeria Penttinen, Robert Ciuchita, Martina Čaić","doi":"10.1177/10949968221102825","DOIUrl":"https://doi.org/10.1177/10949968221102825","url":null,"abstract":"Consumer-to-consumer (C2C) online reviews are important sources of information that help consumers decide which products and services to buy. Although C2C reviews in video format (e.g., on YouTube) have become increasingly popular, research remains focused primarily on textual reviews. This article emphasizes the importance of C2C video reviews in influencing consumer outcomes through parasocial interaction, a special—albeit one-sided—connection with reviewers. Interactivity and self-disclosure are suggested as online communication techniques reviewers can use to foster parasocial interaction with their viewers in a single encounter. Parasocial interaction is further established as a psychological mechanism that underlines the impacts of interactivity and self-disclosure on source credibility, leading to improved consumer purchase intentions. The authors also propose that strong parasocial interaction with reviewers exerts a particularly powerful influence on the purchase decisions of consumers who experience low levels of decision confidence, while arguing for the importance of C2C video reviews in guiding the decisions of various consumer groups. Research recommendations reveal how managers can encourage consumers to create and share video reviews on different platforms and offer guidance on the ways companies can foster parasocial interaction through firm-related marketing communications.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2022-08-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42981942","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: 9

Bridging the Gap: A Systematic Benchmarking of Uplift Modeling and Heterogeneous Treatment Effects Methods 弥合差距：隆起建模和异质治疗效果方法的系统基准

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-08-11 DOI: 10.1177/10949968221111083

J. Rößler, D. Schoder

{"title":"Bridging the Gap: A Systematic Benchmarking of Uplift Modeling and Heterogeneous Treatment Effects Methods","authors":"J. Rößler, D. Schoder","doi":"10.1177/10949968221111083","DOIUrl":"https://doi.org/10.1177/10949968221111083","url":null,"abstract":"Choosing the correct method to predict the incremental effect of a treatment on customer response is critical to optimize targeting policies in many important applications such as churn management and patient care. Two research streams, uplift modeling and heterogeneous treatment effects (HTE), have emerged that scrutinize the incremental effect of a treatment on customer response. So far, these research streams mostly remain independent, with few studies comparing methods across these communities. However, if the goal is to estimate the incremental effect in the best possible way or to make a new contribution in the context of targeting policies, ignoring either uplift modeling or HTE methods is a serious omission. To fill this research gap, the authors benchmark 15 methods from both literatures on synthetic and real-world data sets. They perform benchmarking to contrast the performance of different methods from both research streams and to highlight the importance of evaluating methods from uplift modeling and HTE. The results show that although most methods suffer from volatility, some methods perform better and are more robust than others. In addition, the authors demonstrate that using the incremental effect can substantially improve a targeting policy, but only if academics and practitioners evaluate various methods from both uplift modeling and HTE.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2022-08-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48822302","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: 2