Journal of Interactive Marketing最新文献_第9页

Value Creation (vs Value Destruction) as an Unintended Consequence of Negative Comments on [Innocuous] Brand Social Media Posts 【无害】品牌社交媒体帖子负面评论的意外结果——价值创造（vs价值破坏）

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-02-01 DOI: 10.1177/10949968221075820

Lauren I. Labrecque, Ereni Markos, Mujde Yuksel, Tracy A. Khan

{"title":"Value Creation (vs Value Destruction) as an Unintended Consequence of Negative Comments on [Innocuous] Brand Social Media Posts","authors":"Lauren I. Labrecque, Ereni Markos, Mujde Yuksel, Tracy A. Khan","doi":"10.1177/10949968221075820","DOIUrl":"https://doi.org/10.1177/10949968221075820","url":null,"abstract":"Social media allows brands a place to reinforce their identities and build positive interactions with their customers. Despite all the benefits social media offers to brands, it is also is a place where consumers can post negative comments (unintended consequence #1) with the intention to cause harm (value-destruction). But could these value destruction attempts backfire, resulting in value-creation for the brand (unintended consequence #2)? Study 1 (qualitative online content analysis) uses 237 real consumer comments on brand posts to explore the initial unintended consequence—the phenomenon of consumers posting negative comments on innocuous brand posts and identifies four categorizations based on two distinct comment types (personal vs. brand) and tones (lecturing vs. mocking). Building on Study 1, Study 2a investigates how observing consumers view the four different comment categorizations identified in Study 1 and explores whether they vary in terms of their justification (i.e., justified vs. not). Study 2b identifies which categorizations impact observing consumers’ perceptions of a comment as “complaining” or “trolling”. Lastly, Study 3 utilizes an experiment to test unintended consequence #2—we find that “trolling” negative comments on innocuous brand posts can increase observing consumers’ likelihood to engage with the brand.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2022-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42691944","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

Feeding the Trolling: Understanding and Mitigating Online Trolling Behavior as an Unintended Consequence 助长网络喷子:理解和减轻网络喷子行为的意外后果

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-02-01 DOI: 10.1177/10949968221075315

M. Golf-Papez, E. Veer

{"title":"Feeding the Trolling: Understanding and Mitigating Online Trolling Behavior as an Unintended Consequence","authors":"M. Golf-Papez, E. Veer","doi":"10.1177/10949968221075315","DOIUrl":"https://doi.org/10.1177/10949968221075315","url":null,"abstract":"Trolling is a form of consumer misbehavior that involves deliberate, deceptive, and mischievous attempts to provoke reactions from other online users. This research draws on actor-network theory to explore the assemblages of human and non-human entities that allow and perpetuate online trolling behaviors. By taking a practice-focused multi-sited ethnographic research approach, the research shows that online trolling is often an unintended consequence of interactions between human and non-human entities that are joined in the performance of trolling behavior. These entities include: troll(s), target(s), a medium of exchange, audience(s), other trolls, trolling artifacts, regulators, revenue streams, and assistants. Some of these actors (i.e., troll, target, medium) are playing a role in initiating, and other actors are (un)intentionally sustaining trolling by celebrating it, boosting it, facilitating it, and normalizing it. The findings highlight the role of nontraditional actors in the performance of misbehaviors and suggest that effective management of online consumer misbehaviors such as trolling will include managing the socio-technical networks that allow and fuel these misbehaviors.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2022-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42031675","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

Sponsored Influencer Vlogs and Young Viewers: When Sponsorship Disclosure Does not Enhance Advertising Literacy, and Parental Mediation Backfires 赞助影响者Vlogs和年轻观众：当赞助披露不能提高广告素养，父母调解反击

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-02-01 DOI: 10.1177/10949968221075834

B. Harms, J. Hoekstra, Tammo H. A. Bijmolt

{"title":"Sponsored Influencer Vlogs and Young Viewers: When Sponsorship Disclosure Does not Enhance Advertising Literacy, and Parental Mediation Backfires","authors":"B. Harms, J. Hoekstra, Tammo H. A. Bijmolt","doi":"10.1177/10949968221075834","DOIUrl":"https://doi.org/10.1177/10949968221075834","url":null,"abstract":"Using unique data from 609 parent–daughter (8–16 years of age) dyads, in an online experiment we studied two pivotal antecedents of young viewers’ cognitive advertising literacy: influencer-generated sponsorship disclosure (written and/or spoken) and parental mediation style (active or restrictive). A between-subjects, single-factor design was applied with three experimental conditions: written disclosure, spoken disclosure, and both written and spoken disclosure, and a control condition—no disclosure. Variance-based partial least squares structural equation modeling in Smart-PLS 3.0 shows that policy makers’ and parental measures to safeguard young consumers from negative consequences of sponsored vlogs can lead to unanticipated effects. While the combination of written and spoken sponsorship disclosure information as well as an active parental mediation style increase cognitive advertising literacy, restrictive parental mediation negatively affects cognitive advertising literacy. In addition, cognitive advertising literacy negatively affects young viewers’ evaluation of the vlogger and positively affects the attitude toward the sponsored brand. Our findings provide important insights for parents, practitioners, and regulators and contribute to the discussion of how to make influencer marketing more effective and ethical.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2022-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43868360","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

I am Not What I Like: Endorsing Brands on Social Media Negatively Affects Consumers’ Self-Evaluation 我不是我喜欢的样子:在社交媒体上为品牌代言会对消费者的自我评价产生负面影响

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-02-01 DOI: 10.1177/10949968221075993

S. F. Bernritter, A. Loermans, Anniek W. Eigenraam, P. Verlegh

{"title":"I am Not What I Like: Endorsing Brands on Social Media Negatively Affects Consumers’ Self-Evaluation","authors":"S. F. Bernritter, A. Loermans, Anniek W. Eigenraam, P. Verlegh","doi":"10.1177/10949968221075993","DOIUrl":"https://doi.org/10.1177/10949968221075993","url":null,"abstract":"To what extent do consumers incorporate the identity of brands they endorse on social media into their self-concept? We argue that, contrary to popular belief, online brand endorsements may not necessarily lead to inclusion of the brand into the self and may, consequently, lead to contrast effects that negatively affect consumers’ self-evaluations. We test our hypotheses across five studies and find that consumers who endorse a brand on social media subsequently negatively adjust their self-evaluations on traits that reflect the brand's key personality traits. This effect occurs only if they endorse the brand (i.e., by “liking” or “following” it), but not when they just visit the brand's social media page. Moreover, the effect is moderated by brand symbolism, with stronger effects if the brand is perceived to have low brand symbolism. The downwards shift in consumers’ self-evaluations negatively affects brand outcomes. We also explore the role of incentives as counter mechanism. In conclusion, our findings reveal a dark side to promoting consumer endorsement of brands on social media, one with implications not only for consumers but also for brands.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2022-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48765425","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

The Unanticipated Dynamics of Promoting Crowdfunding Donation Campaigns on Social Media 在社交媒体上推广众筹捐赠活动的意外动态

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-02-01 DOI: 10.1177/10949968221074726

Yashar Dehdashti, Aidin Namin, B. Ratchford, L. Chonko

{"title":"The Unanticipated Dynamics of Promoting Crowdfunding Donation Campaigns on Social Media","authors":"Yashar Dehdashti, Aidin Namin, B. Ratchford, L. Chonko","doi":"10.1177/10949968221074726","DOIUrl":"https://doi.org/10.1177/10949968221074726","url":null,"abstract":"Crowdfunding is an online method of fundraising from a large audience. Digital Word of Mouth (DWOM) via social media has become a popular promotion platform for crowdfunding campaigns due to its negligible nominal cost. While one may expect that promoting these campaigns on social media may steadily increase donations, the exact dynamics of such promotions have not been studied for donation-based crowdfunding. We collect panel data on several unique donation campaigns from a major donation-based crowdfunding website (gofundme.com) and analyze them employing a variety of econometric techniques. We specifically provide empirical evidence that promoting crowdfunded charitable campaigns using social media follows three phases throughout a campaign's lifecycle. Our results indicate that the general pattern of behavior is the same for charitable campaigns as it is for reward-based campaigns. This suggests that the psychological motives outlined in the literature are important for both types of campaigns. Because the economic motives are not present, this finding would not be clearly anticipated. We show that the contributing role of social media in a campaign's success varies over time and that it is most helpful in the first ten days of initiating a campaign. We also provide preliminary evidence that promoting charitable campaigns on social media can lead to slacktivism, an unexpected consequence of using social media as a promotion tool resulting in less donations and more social media flurry. We also find that if a campaign does not reach at least 70 percent of its goal after twenty days since launch, it is not likely to be successful. Fundraisers and charitable marketers can use our findings in gauging the effectiveness of raising awareness about their campaigns in the online world. They could also streamline the timing of social media promotions to enhance their impact on collecting donations for charitable causes.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2022-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49236320","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: 10

Sarcastic or Assertive: How Should Brands Reply to Consumers’ Uncivil Comments on Social Media in the Context of Brand Activism? 讽刺还是武断:品牌行动主义背景下，品牌应该如何回应消费者在社交媒体上的不文明评论?

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-02-01 DOI: 10.1177/10949968221075817

Juliana Moreira Batista, L. Barros, F. V. Peixoto, Delane Botelho

{"title":"Sarcastic or Assertive: How Should Brands Reply to Consumers’ Uncivil Comments on Social Media in the Context of Brand Activism?","authors":"Juliana Moreira Batista, L. Barros, F. V. Peixoto, Delane Botelho","doi":"10.1177/10949968221075817","DOIUrl":"https://doi.org/10.1177/10949968221075817","url":null,"abstract":"Brands are increasingly embracing social activism and adopting positions on controversial issues, prompting some consumers to react by making uncivil comments on social media. How should brands reply to such incivility while maintaining their positions and protecting their reputations? Two common types of reply include either a sarcastic or an assertive tone, but the effects of these types of communication on consumers’ attitudes toward brands remain largely unexplored. Results from a series of five studies exploring different causes (LGBT+ phobia, sexism, and racial equity) show that consumers evaluate brands that reply using an assertive tone more favorably than those using a sarcastic tone, which can be partially explained by the perceived aggressiveness of sarcasm. Additionally, support for a brand's stance acts as a boundary condition on the effect the type of reply adopted by the brand has on consumer attitudes toward the brand. So, the more someone supports a brand's stance, the less their perception of aggressiveness will negatively influence their attitude to that brand. We discuss the implications of these findings for marketing theory and practice.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2022-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41259513","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

Paradoxes of Social Support in Virtual Support Communities: A Mixed-Method Inquiry of the Social Dynamics in Health and Wellness Facebook Groups 虚拟支持社区中社会支持的悖论:健康和健康Facebook群组中社会动态的混合方法调查

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-02-01 DOI: 10.1177/10949968221075819

Ana Babić Rosario, C. Russell, D. Shanahan

{"title":"Paradoxes of Social Support in Virtual Support Communities: A Mixed-Method Inquiry of the Social Dynamics in Health and Wellness Facebook Groups","authors":"Ana Babić Rosario, C. Russell, D. Shanahan","doi":"10.1177/10949968221075819","DOIUrl":"https://doi.org/10.1177/10949968221075819","url":null,"abstract":"From parenting to health and wellness, the number of virtual support communities (VSCs) keeps growing. The interactive marketing discipline has primarily documented the positive social dynamics of VSCs: communities provide informational and socio-emotional support that helps members achieve their goals. Yet evidence is mounting that VSCs also exhibit judgment and pressure that ultimately hurt community relationships and engagement. We adopted a mixed-methods approach: a qualitative phase, comprised of netnography and interviews, to explore members’ experiences of a VSC and its complex social dynamics, followed by a quantitative phase to test the emerging model with cross-sectional survey data collected from members of a large number of health- and wellness-related VSCs. The two studies provide empirical evidence of many paradoxical social dynamics of VSCs and their relational and engagement consequences. We find that positive group perceptions can generate the social empathy that ensures the group's informational value is helpful to members’ goals; however, we also find that negative group perceptions create social pressure that can be helpful to relational and engagement outcomes if it increases social empathy but can also be detrimental if it turns into angst. Our findings contribute to research on VSCs, inform interactive marketing practices, and suggest further research opportunities on the social dynamics of VSCs.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2022-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41668388","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

Sponsorship Disclosure of Influencers – A Curse or a Blessing? 影响力人物的赞助披露——诅咒还是祝福？

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2022-02-01 DOI: 10.1177/10949968221075686

Andrea Giuffredi-Kähr, A. Petrova, Lucia Malär

{"title":"Sponsorship Disclosure of Influencers – A Curse or a Blessing?","authors":"Andrea Giuffredi-Kähr, A. Petrova, Lucia Malär","doi":"10.1177/10949968221075686","DOIUrl":"https://doi.org/10.1177/10949968221075686","url":null,"abstract":"Influencer marketing has become increasingly important in the field of marketing communication as an effective way to reach the appropriate target group. Using their own social media channels, influencers often give the impression that they have a personal rather than a commercial relationship with the brand and the products they promote. Therefore, when influencers post sponsored content, consumers often experience difficulty making accurate distinctions as to whether the influencer is offering a personal recommendation or doing a promotion. Given this issue, we examine to what extent sponsored posts of different influencer types affect consumers’ evaluations of the sponsoring brand and the influencer as well as what role the sponsorship disclosure plays therein. Across four experimental studies, we demonstrate that sponsored posts of mega influencers increase consumers’ persuasion knowledge relative to the posts of nano influencers, which decreases the trustworthiness of those posts and in turn negatively impact both brand and influencer evaluations. Interestingly, our results reveal that this indirect effect is only present when the sponsorship is not disclosed. Thus, more transparency by disclosing such sponsorship can eliminate the negative impacts of persuasion knowledge on the trustworthiness of posts and subsequent evaluations of the brand and the influencer. These findings have important implications for marketing practice and research.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2022-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44732850","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: 13

A Brand-New Look at You: Predicting Brand Personality in Social Media Networks with Machine Learning 全新的你:用机器学习预测社交媒体网络中的品牌个性

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2021-11-01 DOI: 10.1016/j.intmar.2021.05.001

Utku Pamuksuz , Joseph T. Yun , Ashlee Humphreys

{"title":"A Brand-New Look at You: Predicting Brand Personality in Social Media Networks with Machine Learning","authors":"Utku Pamuksuz , Joseph T. Yun , Ashlee Humphreys","doi":"10.1016/j.intmar.2021.05.001","DOIUrl":"10.1016/j.intmar.2021.05.001","url":null,"abstract":"<div><p>Tools for analyzing social media text data to gain marketing insight have recently emerged. While a wealth of research has focused on automated human personality assessment, little research has focused on advancing methods for obtaining brand personality from social media content. Brand personality is a nuanced aspect of brands that has a consistent set of traits aside from its functional benefits. In this study, we introduce a novel, automated, and generalizable data analytics approach to extract near real-time estimates of brand personalities in social media networks. This method can be used to track attempts to change brand personality over time, measure brand personality of competitors, and assess congruence in brand personality. Applied to consumer data, firms can assess how consumers perceive brand personality and study the effects of brand–consumer congruence in personality. Our approach develops a novel hybrid machine learning algorithmic design (LDA2Vec), which bypasses often extensive manual coding tasks, thus providing an adaptable and scalable tool that can be used for a range of management studies. Our approach enhances the theoretical understanding of channeled and perceived brand personality as it is represented in social media networks and provides practitioners with the ability to foster branding strategies by using big data resources.</p></div>","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2021-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1016/j.intmar.2021.05.001","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44803156","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

In this Edition 在本版本中

IF 11.8 1区管理学

Journal of Interactive Marketing Pub Date : 2021-11-01 DOI: 10.1016/s1094-9968_21_00055-4

引用次数: 0