Journal of Interactive Marketing最新文献_第8页

Owned Social Media Advertising: Cannibalization and Competition 自有社交媒体广告:同类相食与竞争

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-05-18 DOI: 10.1177/10949968221095555

Hualu Zheng, Lu Huang

{"title":"Owned Social Media Advertising: Cannibalization and Competition","authors":"Hualu Zheng, Lu Huang","doi":"10.1177/10949968221095555","DOIUrl":"https://doi.org/10.1177/10949968221095555","url":null,"abstract":"Businesses often rely on owned social media (brand pages on networking sites) to advertise their brands, and multibrand companies frequently manage individual brand pages, rather than representing all company brands together on one firm page. Because advertising results in cross-brand effects, companies need to understand how such effects manifest across their pages. This study investigates the cross effects of owned social media advertising by distinguishing between intra- and interbrand portfolio scenarios. It also compares the effects between television advertising and owned social media advertising. With a focus on the U.S. soft drink market, this study reveals that brand page advertising results in cannibalization within company portfolios, whereas positive spillover results from television advertising. The cross effects migrate to brands outside the portfolios, thereby intensifying competition. Accounting for the combined effects of cannibalization and competition reveals that owned social media increase portfolio demand more effectively than television advertising overall, which implies some key managerial recommendations for developing brand page strategies.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2022-05-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42607299","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

The Language of Brands in Social Media: Using Topic Modeling on Social Media Conversations to Drive Brand Strategy 社交媒体中的品牌语言:利用社交媒体对话的话题建模来推动品牌战略

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-05-01 DOI: 10.1177/10949968221088275

V. Swaminathan, H. A. Schwartz, Rowan Menezes, Shawndra Hill

{"title":"The Language of Brands in Social Media: Using Topic Modeling on Social Media Conversations to Drive Brand Strategy","authors":"V. Swaminathan, H. A. Schwartz, Rowan Menezes, Shawndra Hill","doi":"10.1177/10949968221088275","DOIUrl":"https://doi.org/10.1177/10949968221088275","url":null,"abstract":"This article highlights how social media data and language analysis can help managers understand brand positioning and brand competitive spaces to enable them to make various strategic and tactical decisions about brands. The authors use the output of topic models at the brand level to evaluate similarities between brands and to identify potential cobrand partners. In addition to using average topic probabilities to assess brands’ relationships to each other, they incorporate a differential language analysis framework, which implements scientific inference with multi-test-corrected hypothesis testing, to evaluate positive and negative topic correlates of brand names. The authors highlight the various applications of these approaches in decision making for brand management, including the assessment of brand positioning and future cobranding partnerships, design of marketing communication, identification of new product introductions, and identification of potential negative brand associations that can pose a threat to a brand's image. Moreover, they introduce a new metric, “temporal topic variability,” that can serve as an early warning of future changes in consumer preference. The authors evaluate social media analytic contributions against offline survey data. They demonstrate their approach with a sample of 193 brands, representing a broad set of categories, and discuss its implications.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2022-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47702724","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

A Seasonal Model with Dropout to Improve Forecasts of Purchase Levels 一个带有退出的季节性模型，用于改进采购水平的预测

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-05-01 DOI: 10.1177/10949968221087249

Robin Wünderlich, N. Wünderlich, F. Wangenheim

{"title":"A Seasonal Model with Dropout to Improve Forecasts of Purchase Levels","authors":"Robin Wünderlich, N. Wünderlich, F. Wangenheim","doi":"10.1177/10949968221087249","DOIUrl":"https://doi.org/10.1177/10949968221087249","url":null,"abstract":"Predicting future purchase levels is an important and constant challenge for marketing professionals, as purchase patterns often vary over time and across customers. Moreover, purchases often follow individual and cross-sectional seasonal patterns, which affect forecasts of purchase propensity and customer dropout. The authors develop the hierarchical Bayesian seasonal model with dropout (HSMDO), which captures the interrelation between individual and cross-sectional seasonality, purchase, and dropout rates, with the aim of improving forecast accuracy at specific points in time. They perform (1) a parameter recovery analysis with synthetic data; (2) an empirical validation on three noncontractual retail data sets; (3) an analysis of different model variants to isolate the effects of dropout, seasonality, and hierarchical seasonality; and (4) a comparison with several probabilistic models from the marketing literature. The results demonstrate that the HSMDO provides increased forecast accuracy and that tracking errors decrease further with data exhibiting strong seasonality and high customer retention. The HSMDO yields a measure of individual seasonality that has high discriminative power even with sparse data sets and is useful to customer relationship management analysts for customer segmentation, portfolio management, and improvement in the timing of marketing actions.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2022-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48090971","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

Neural Responses to Hedonic and Utilitarian Banner Ads: An fMRI Study 对享乐主义和功利主义横幅广告的神经反应：功能磁共振成像研究

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-04-28 DOI: 10.1177/10949968221087259

Luis-Alberto Casado-Aranda, J. Sánchez-Fernández, M. I. Viedma-del-Jesús

{"title":"Neural Responses to Hedonic and Utilitarian Banner Ads: An fMRI Study","authors":"Luis-Alberto Casado-Aranda, J. Sánchez-Fernández, M. I. Viedma-del-Jesús","doi":"10.1177/10949968221087259","DOIUrl":"https://doi.org/10.1177/10949968221087259","url":null,"abstract":"Previous interactive marketing literature has concluded that banner attributes are key drivers of ad effectiveness and online consumer behaviors. In particular, prior advertising studies have largely defined the two most commonly used ad appeals in online settings: hedonic (i.e., visually attractive, joy-focused, and interactive) and utilitarian (i.e., informative, convenient, and functional). However, no unanimous conclusions have been drawn about their effects on online consumer behavior. Furthermore, no studies have assessed the psychological mechanisms underlying the processing of hedonic and utilitarian banner ads, which could be crucial given the unconscious, internal, and introspective nature of ad evaluation and online purchasing decisions. In this research, the authors used neuroimaging (functional magnetic resonance imaging [fMRI]) to identify the neural mechanisms underlying the evaluation of hedonic and utilitarian banners. The results reveal that whereas hedonic layouts engage brain areas associated with reward, self-relevance, and emotion, utilitarian banner ads trigger brain networks related to object identification and recognition, reasoning, executive function, and cognitive control. This research also examines the extent to which neural data derived from processing hedonic and utilitarian banners complement the ability of self-reported banner effectiveness to predict online consumer behavior. The results reveal that neural data from banner appeals help predict between 9% and 18% of online consumer behavior beyond that indicated by the perceived ad effectiveness reported by consumers. Taken together, these results provide new insights into the connection between neuropsychological data and real-world online consumer behavior.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2022-04-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47023577","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

Hope You’re Not Totally Commercial! Toward a Better Understanding of Advertising Recognition's Impact on Influencer Marketing Effectiveness 希望你不完全商业化！更好地理解广告认知对影响力营销效果的影响

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-04-26 DOI: 10.1177/10949968221087256

Gerrit Sundermann, Juha Munnukka

引用次数: 4

Impact of Unmet Privacy Expectations Across Information, Time, and Space: Evidence from Four Countries 未满足的隐私期望对信息、时间和空间的影响：来自四个国家的证据

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-04-21 DOI: 10.1177/10949968221087265

Kunal Swani, George R. Milne

{"title":"Impact of Unmet Privacy Expectations Across Information, Time, and Space: Evidence from Four Countries","authors":"Kunal Swani, George R. Milne","doi":"10.1177/10949968221087265","DOIUrl":"https://doi.org/10.1177/10949968221087265","url":null,"abstract":"Globally, consumers and firms are negotiating rising privacy expectations. This article advances research by developing a multidimensional privacy measure that captures the idea of privacy as an expectation to be left alone through control and access of their personal information, time, and space. Drawing on boundary regulation perspectives from law and environmental psychology, the authors conceptualize, develop, and measure the meeting privacy expectations (MPE) scale. Six studies show the reliability and stability of the 12-item MPE scale in depicting the three subdimensions and in meeting reliability and validity criteria. The results indicate that the MPE scale is not only distinct from previously established privacy scales but also a better predictor of behavioral intentions. Moreover, the scale is invariant across different cultures and influences cognitive trust and emotional violation. The authors find that meeting privacy expectations vary in their levels and outcomes cross-culturally. Marketers can use the MPE scale to globally track, assess, manage, and plan for meeting the changing consumer privacy expectations. The MPE scale is a good candidate to address the rising public policy issues related to privacy.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2022-04-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42357075","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: 1

Bridging Imagination Gaps on the Path to Purchase with Augmented Reality: Field and Experimental Evidence 用增强现实弥合购买道路上的想象差距:实地和实验证据

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-04-13 DOI: 10.1177/10949968221083555

Tim Hilken, Jonas Heller, D. Keeling, Mathew B. Chylinski, D. Mahr, Ko de Ruyter

{"title":"Bridging Imagination Gaps on the Path to Purchase with Augmented Reality: Field and Experimental Evidence","authors":"Tim Hilken, Jonas Heller, D. Keeling, Mathew B. Chylinski, D. Mahr, Ko de Ruyter","doi":"10.1177/10949968221083555","DOIUrl":"https://doi.org/10.1177/10949968221083555","url":null,"abstract":"Many firms use augmented reality (AR) that projects lifelike product holograms into the physical environment to assist customers in bridging so-called “imagination gaps,” which can arise on their path to purchase. However, research has not yet studied whether and how AR might help customers address two pertinent sources of such imagination gaps: (1) increased cognitive load when evaluating multiple products together (e.g., in a bundle) and (2) extended physical distance to the point-of-sale (e.g., out-of-store, at home). Building on mental imagery theorizing, we explain how AR supports customers in bridging these gaps, and, through a series of field and experimental studies, we evidence effects on customer purchase intentions and behavior. Specifically, we show that AR-generated imagery of bundled (versus individual) products enhances intended and actual purchases at the point-of-sale. Furthermore, when deployed at distant points in the purchase funnel (out-of-store, at-home), AR increases purchases through improved self-projection, which we describe as the psychological mechanism customers use to mentally bridge distance to the point-of-sale. We qualify this mediating mechanism through an important moderating process, where the effect of AR-generated imagery on self-projection is suppressed for customers with a holistic (versus analytic) thinking style.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2022-04-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46713557","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

The Role of Humor in Management Response to Positive Consumer Reviews 幽默在管理者对积极消费者评价的反应中的作用

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-04-11 DOI: 10.1177/10949968221083095

Junyun Liao, Chunyu Li, Raffaele Filieri

引用次数: 6

Drivers of Consumers’ Willingness to Answer an eWOM Solicitation for a Time-Limited Offer 消费者愿意回答电子口碑限时优惠的驱动因素

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-04-11 DOI: 10.1177/10949968221083096

Camille Lacan, Emmanuelle Le Nagard, Pierre Desmet

引用次数: 1

When Disclosures Backfire: Aversive Source Effects for Personalization Disclosures on Less Trusted Platforms 当披露适得其反:在信任度较低的平台上个性化披露的厌恶源效应

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-04-07 DOI: 10.1177/10949968221080499

I. van Ooijen

{"title":"When Disclosures Backfire: Aversive Source Effects for Personalization Disclosures on Less Trusted Platforms","authors":"I. van Ooijen","doi":"10.1177/10949968221080499","DOIUrl":"https://doi.org/10.1177/10949968221080499","url":null,"abstract":"Recent studies indicate that transparency about data collection practices for personalized advertising in the form of disclosures increases advertising effectiveness. This work, however, demonstrates that for advertising platforms with an untrustworthy reputation, personalization disclosures may backfire because the motives of placing such disclosures are perceived as insincere. Study 1 shows that a personalization disclosure framed as a warning that is placed alongside an advertisement by the untrustworthy platform itself decreases advertising effectiveness compared to when the personalization disclosure is placed by a more trusted third party. Notably, these effects of disclosure source decrease when the disclosure is merely framed as notification. Study 2 replicates this backfire effect for a different disclosure source and examines the underlying process. When a disclosure is placed by the untrustworthy platform itself, the effect of the disclosure backfires because the motives of placing the disclosure are perceived to be insincere, which decreases advertising effectiveness. When the disclosure source is external, the backfire effect reverses, decreasing the perceived insincerity of motives and increasing advertising effectiveness. Study 3 manipulates a fictive platform's trustworthiness and replicates the backfire effect, confirming the notion that especially for untrustworthy platforms placement of personalization disclosures by a company source decreases advertising effectiveness.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2022-04-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48856114","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: 3