Journal of Interactive Marketing最新文献_第9页

Effects of Home Voice Assistants' Autonomy on Instrusiveness and Usefulness: Direct, Indirect, and Moderating Effects of Interactivity 家庭语音助理自主性对辅助性和有用性的影响:互动性的直接、间接和调节作用

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Journal of Interactive Marketing Pub Date : 2021-11-01 DOI: 10.1016/j.intmar.2021.03.005

Laura Lucia-Palacios, Raúl Pérez-López

引用次数: 27

Digital Health Experience: A Regulatory Focus Perspective 数字健康体验:监管焦点视角

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2021-11-01 DOI: 10.1016/j.intmar.2021.07.002

Genevieve E. O'Connor , Susan Myrden , Linda Alkire (née Nasr) , Kyungwon Lee , Sören Köcher , Jay Kandampully , Jerome D. Williams

引用次数: 9

Let's Give Them Something to Talk About: Which Social Media Engagements Predict Purchase Frequency? 让我们给他们一些话题:哪种社交媒体参与预测购买频率?

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Journal of Interactive Marketing Pub Date : 2021-11-01 DOI: 10.1016/j.intmar.2021.05.003

Timothy J. Halloran , Richard J. Lutz

{"title":"Let's Give Them Something to Talk About: Which Social Media Engagements Predict Purchase Frequency?","authors":"Timothy J. Halloran , Richard J. Lutz","doi":"10.1016/j.intmar.2021.05.003","DOIUrl":"10.1016/j.intmar.2021.05.003","url":null,"abstract":"<div><p>Although marketers spend billions of dollars on social media platforms in an effort to make a connection with their customers, few know if their social media activation in the form of Social Network Advertising (SNA) is positively affecting their business. For example, little research exists as to which types of Digital Consumer Engagement (DCE) (if any) are associated with purchase frequency. Advancing a theoretical framework of social media engagement, the authors test the association between various forms of DCE and customer behavior using archived field data. By matching store visit data from 1,066 loyalty program members of a leading national fast casual restaurant with their engagements on the brand's Facebook page, the authors are able to compare the strength of the relationships between various forms of engagement and store visit frequency. Results reveal that some Facebook engagements are significantly associated with increased or decreased store visits while others exhibit no discernible effects. Empirical support is provided for a proposed hierarchy of DCE, with engagements perceived as reflecting strong DCE being more strongly associated with purchase frequency than those with moderate or weak DCE.</p></div>","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"56 ","pages":"Pages 83-95"},"PeriodicalIF":11.8,"publicationDate":"2021-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43677322","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: 7

Inside Front Cover: TOC 内封面:TOC

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Journal of Interactive Marketing Pub Date : 2021-11-01 DOI: 10.1016/S1094-9968(21)00055-4

引用次数: 0

Buddies as In-Group Influencers in Online Support Groups: A Social Network Analysis of Processes and Outcomes 好友作为在线支持小组中的群体内影响者：过程和结果的社交网络分析

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2021-09-17 DOI: 10.1177/10949968221076144

Ali Esmaeeli, C. Pechmann, J. Prochaska

{"title":"Buddies as In-Group Influencers in Online Support Groups: A Social Network Analysis of Processes and Outcomes","authors":"Ali Esmaeeli, C. Pechmann, J. Prochaska","doi":"10.1177/10949968221076144","DOIUrl":"https://doi.org/10.1177/10949968221076144","url":null,"abstract":"Buddies, serving as in-group influencers to aid demographically similar cobuddies, are extensively used in face-to-face support groups to enhance positive social influence. The authors examine the efficacy of buddies in online support groups and investigate underlying mediating processes using social network analysis. They observe what happens when members of support groups for quitting smoking, including members who are relatively active and less active in the group, after a few days are called on to be buddies and assigned to specific cobuddies. The findings indicate that, consistent with normative expectations for buddies, members form especially strong ties with their designated cobuddies. The more active buddies are in the group, the stronger the ties they form with their cobuddies and, in turn, their cobuddies form stronger ties with group members overall, which then relates to cobuddy goal attainment. The findings suggest that interactive marketers should consider using buddies in online support groups but observe activity levels before making buddy assignments, because positive outcomes are contingent on buddies being active in the group. Marketers should also ensure that online support group members post to everyone, not just their buddies, because ties formed among group members as a whole are crucial for goal attainment.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"57 1","pages":"198 - 211"},"PeriodicalIF":11.8,"publicationDate":"2021-09-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44813080","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 Influence of Consumer–Brand Relationship on the Personalized Advertising Privacy Calculus in Social Media 消费者-品牌关系对社交媒体个性化广告隐私计算的影响

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2021-08-01 DOI: 10.1016/j.intmar.2021.01.001

Jameson L. Hayes , Nancy H. Brinson , Gregory J. Bott , Claire M. Moeller

{"title":"The Influence of Consumer–Brand Relationship on the Personalized Advertising Privacy Calculus in Social Media","authors":"Jameson L. Hayes , Nancy H. Brinson , Gregory J. Bott , Claire M. Moeller","doi":"10.1016/j.intmar.2021.01.001","DOIUrl":"10.1016/j.intmar.2021.01.001","url":null,"abstract":"<div><p>Advertisers increasingly use personalized advertising that is tailored to consumers based on data concerning their preferences and behaviors, which is gained by collecting their personal information. The present study examines the role of consumer–brand relationships and social media platform contexts in effective personalized advertising. Consumers weigh the benefits of personalized brand information against forfeiting privacy by disclosing personal information. For the first time, a 2 (consumer–brand relationship: weaker/stronger) X 2 (data collection method: overt/covert) X 2 (platform: Facebook/Twitter) national online experiment was conducted to examine the personalization–privacy paradox in a social media context. The findings suggested that strong consumer–brand relationships affect the perceived value of information disclosure by bolstering the perceived benefits and mitigating perceived risks of disclosure whereas perceived risks dominated privacy calculus decisions when weak consumer–brand relationships were present. Theoretical and practical implications are discussed.</p></div>","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"55 ","pages":"Pages 16-30"},"PeriodicalIF":11.8,"publicationDate":"2021-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1016/j.intmar.2021.01.001","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43372824","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: 50

Investigating the Role of Product Assortment in Technology-Enabled Sales Platforms 调查产品组合在技术支持的销售平台中的作用

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2021-08-01 DOI: 10.1016/j.intmar.2020.12.001

Jacquelyn S. Thomas , Sandy D. Jap , William R. Dillon , Richard A. Briesch

{"title":"Investigating the Role of Product Assortment in Technology-Enabled Sales Platforms","authors":"Jacquelyn S. Thomas , Sandy D. Jap , William R. Dillon , Richard A. Briesch","doi":"10.1016/j.intmar.2020.12.001","DOIUrl":"10.1016/j.intmar.2020.12.001","url":null,"abstract":"<div><p>Throughout a distribution channel, multiple sales platforms and technologies are leveraged to expand market reach and manage offering assortments. Yet, the literature is limited on how buyers who are channel intermediaries make purchase decisions across sales platforms particularly when platforms vary in their degree of technology enablement. This research investigates how B2B <em>buyers</em> respond to the offering, in terms of numerical assortment and quality, when the sales environments vary in their level of technology enablement. We examine the buyer's sales platform choice, purchase quantity, and tackle the <em>seller's</em> challenge of assortment integration. Buyers have a choice of purchasing from a low-tech platform where buyers are in-person and an auction determines sales, an Internet-enabled platform where remotely located buyers are price takers, and a hybrid platform that has a high level of technology enablement such that co-located and remotely located potential buyers simultaneously bid on the offering. A Hidden Markov Model captures the impact of different <em>need states</em> on buyers' decisions. Our findings: (1) uncover three distinct buyer profiles that have unique sales platform preferences and multiplatform buying tendencies that relate to their comfort with technology-enabled markets, (2) show that buyers exhibit distinct and dynamic needs that affect their sales platform choices and response to the platform offerings, (3) reveal that buyers experience diminishing returns to product assortment and condition at varying rates depending on their need state. Supporting our key findings, we find evidence of similar behaviors among consumers in a B2C multichannel context that includes an omnichannel. Additionally, we offer recommendations for B2B sellers regarding allocating and adjusting assortments to drive sales platform choice and revenues per buyer.</p></div>","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"55 ","pages":"Pages 31-51"},"PeriodicalIF":11.8,"publicationDate":"2021-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1016/j.intmar.2020.12.001","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41957557","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: 4

This Way Up: The Effectiveness of Mobile Vertical Video Marketing This Way Up：移动垂直视频营销的有效性

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2021-08-01 DOI: 10.1016/j.intmar.2020.12.002

Lana Mulier, Hendrik Slabbinck, Iris Vermeir

{"title":"This Way Up: The Effectiveness of Mobile Vertical Video Marketing","authors":"Lana Mulier, Hendrik Slabbinck, Iris Vermeir","doi":"10.1016/j.intmar.2020.12.002","DOIUrl":"10.1016/j.intmar.2020.12.002","url":null,"abstract":"<div><p>The mobile environment of the 2020s is experiencing a vertical video revolution. The portrait, or vertical, screen format is replacing the traditional landscape, or horizontal, format to become the default for mobile video production and consumption. With the increasing use of vertical videos, an important, yet unanswered, question is how mobile users respond to this format. Therefore, we examine the effectiveness of mobile vertical versus horizontal video advertisements in terms of consumer interest, engagement, and processing fluency, as well as the underlying mechanism of the effort of watching the video ad on a smartphone in three studies. In a large-scale field study, we demonstrate that mobile vertical video ads increase consumer interest and engagement compared to horizontal video ads. In two experimental studies, we further show that mobile users process vertical video ads more fluently than horizontal video ads. Exploring the underlying mechanism for this effect, we find that mobile users experience less effort when watching a video ad vertically (vs. horizontally) on the smartphone in full-screen, as watching a vertical video does not require turning the phone. Importantly, we find that mobile users' age moderates this indirect effect, as younger mobile users (Generation Z) process mobile vertical video ads more fluently than older Generations X and Y. This article closes with implications for theory and suggestions for mobile marketers.</p></div>","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"55 ","pages":"Pages 1-15"},"PeriodicalIF":11.8,"publicationDate":"2021-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1016/j.intmar.2020.12.002","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47808155","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: 27

The Effectiveness of Triggered Email Marketing in Addressing Browse Abandonments 触发式电子邮件营销在解决用户放弃浏览行为方面的有效性

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2021-08-01 DOI: 10.1016/j.intmar.2021.02.002

Marcel Goic , Andrea Rojas , Ignacio Saavedra

{"title":"The Effectiveness of Triggered Email Marketing in Addressing Browse Abandonments","authors":"Marcel Goic , Andrea Rojas , Ignacio Saavedra","doi":"10.1016/j.intmar.2021.02.002","DOIUrl":"10.1016/j.intmar.2021.02.002","url":null,"abstract":"<div><p>Triggered emails are personalized messages that are automatically sent as a response to specific actions or states of customers. Typical examples of this type of campaign include cross-selling recommendations, cart abandonment reminders, and re-engagement emails. Despite the widespread growth of these strategies, there has been no formal evaluation of their effectiveness. This paper investigates the impact of one type of triggered email campaign by using an experimental approach. We identify customers who had recently browsed the website of a multichannel retailer but had abandoned the process before making a purchase. Approximately half of the sample was randomly selected to receive automated emails with different configurations, while the other half receive no message at all. Comparison of the sales of these two groups indicates that browse abandonment emails have increase revenues in the online channel and in the triggered category. In terms of the design of the campaign, we found that the implementation of triggered emails plays an important role in their effectiveness. In this regard our result indicates that retargeting based on longer navigation histories is associated with larger conversions and that recommendations of wider assortments are associated with larger revenues.</p></div>","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"55 ","pages":"Pages 118-145"},"PeriodicalIF":11.8,"publicationDate":"2021-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1016/j.intmar.2021.02.002","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45193440","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: 18

Inside Front Cover: TOC 内封面:TOC

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2021-08-01 DOI: 10.1016/S1094-9968(21)00038-4

引用次数: 0