International Journal of Research in Marketing最新文献

Standing out from the crowd: When and why color complexity in social media images increases user engagement 从人群中脱颖而出:社交媒体图像中的色彩复杂性何时以及为什么会增加用户参与度

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2024-06-01 DOI: 10.1016/j.ijresmar.2023.08.007

Vamsi K. Kanuri , Christian Hughes , Brady T. Hodges

{"title":"Standing out from the crowd: When and why color complexity in social media images increases user engagement","authors":"Vamsi K. Kanuri , Christian Hughes , Brady T. Hodges","doi":"10.1016/j.ijresmar.2023.08.007","DOIUrl":"10.1016/j.ijresmar.2023.08.007","url":null,"abstract":"<div><p>Firms increasingly rely on images to drive user engagement with their social media content. However, evidence is limited on when and why image characteristics can draw social media users’ attention and increase engagement. In this research, the authors theorize that color complexity in images can serve as an external cue that draws social media users’ attention and provokes a shift from the peripheral processing mode to the central processing mode. This shift can result in deeper processing of the social media post that features the image, thus increasing the likelihood of the users’ engagement with the post. They further reveal heterogeneity in the effect of color complexity due to the time of day when the users are exposed to the image, image height, and sentiment and complexity in the text accompanying the image. The results are consistent across an empirical analysis of two proprietary Facebook datasets from distinct industries and time periods and confirmed by two biometric eye-tracking experiments that provide process evidence. The findings have important implications for both content marketers and academics as they seek to identify content features that can maximize user engagement on social media.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"41 2","pages":"Pages 174-193"},"PeriodicalIF":7.0,"publicationDate":"2024-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48204998","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"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

Reported and communicated shifts in strategic emphasis and firm performance 战略重点与企业绩效的报告和沟通转变

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2024-06-01 DOI: 10.1016/j.ijresmar.2023.08.006

Sonja Gensler , Karlo Oehring , Thorsten Wiesel

{"title":"Reported and communicated shifts in strategic emphasis and firm performance","authors":"Sonja Gensler , Karlo Oehring , Thorsten Wiesel","doi":"10.1016/j.ijresmar.2023.08.006","DOIUrl":"10.1016/j.ijresmar.2023.08.006","url":null,"abstract":"<div><p>In light of scarce resources, firms strategically weigh off between investments in value creation and value appropriation. They do so by placing more emphasis on one of the two strategic orientations which defines their strategic emphasis. So far, literature has relied on accounting data – specifically on reported investments in R&D and advertising – to operationalize <em>reported strategic emphasis</em> and studied its association with a firm’s financial performance. Previous studies suggest that firms benefit from emphasizing value appropriation. However, we show that the association between shifts in reported strategic emphasis and stock returns has actually changed over time. These days, the stock market wants firms to balance their strategic orientation. Moreover, this study not only takes a firm’s reported strategic emphasis into account but also considers what firms communicate about their strategic orientation. The study infers <em>communicated strategic emphasis</em> from a firm’s ‘Management Discussion & Analysis’ (MD&A) section of its Form 10-K filings. The authors develop a special purpose dictionary and show that what firms say about their strategic emphasis matters to investors in addition to what they report. The authors further discuss differences in the relevance of shifts in strategic emphasis across industries. Especially, the distinction between reported and communicated shifts in strategic emphasis provides novel managerial insights and avenues for future marketing strategy research.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"41 2","pages":"Pages 220-240"},"PeriodicalIF":7.0,"publicationDate":"2024-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49058387","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"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

Sharing information with AI (versus a human) impairs brand trust: The role of audience size inferences and sense of exploitation 与人工智能(vs人类)共享信息损害品牌信任:受众规模推断和剥削感的作用

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2024-03-01 DOI: 10.1016/j.ijresmar.2023.08.011

Deniz Lefkeli , Mustafa Karataş , Zeynep Gürhan-Canli

{"title":"Sharing information with AI (versus a human) impairs brand trust: The role of audience size inferences and sense of exploitation","authors":"Deniz Lefkeli , Mustafa Karataş , Zeynep Gürhan-Canli","doi":"10.1016/j.ijresmar.2023.08.011","DOIUrl":"10.1016/j.ijresmar.2023.08.011","url":null,"abstract":"<div><p>This research examines whether and why disclosing information to AI as opposed to humans influences an important brand-related outcome—consumers’ trust in brands. Results from two pilot studies and nine controlled experiments (n = 2,887) show that consumers trust brands less when they disclose information to AI as opposed to humans. The effect is driven by consumers’ inference that AI shares information with a larger audience, which increases consumers’ sense of exploitation. This, in turn, decreases their trust in brands. In line with our theorizing, the effect is stronger among consumers who are relatively more concerned about the privacy of their data. Furthermore, the negative consequences for brands can be mitigated when (1) customers are informed that the confidentiality of their information is protected, (2) AI is anthropomorphized, and (3) the disclosed information is relatively less relevant.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"41 1","pages":"Pages 138-155"},"PeriodicalIF":7.0,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0167811623000654/pdfft?md5=618e37ca0779d612a6b0cc0cf08446cf&pid=1-s2.0-S0167811623000654-main.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48486669","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The intended and unintended effects of synced advertising: When persuasion knowledge could help or backfire 同步广告的预期和非预期效果:说服知识何时起作用或起反作用

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2024-03-01 DOI: 10.1016/j.ijresmar.2023.07.001

Claire M. Segijn , Eunah Kim , Garim Lee , Chloe Gansen , Sophie C. Boerman

{"title":"The intended and unintended effects of synced advertising: When persuasion knowledge could help or backfire","authors":"Claire M. Segijn , Eunah Kim , Garim Lee , Chloe Gansen , Sophie C. Boerman","doi":"10.1016/j.ijresmar.2023.07.001","DOIUrl":"10.1016/j.ijresmar.2023.07.001","url":null,"abstract":"<div><p>Developments in digital technologies have extended the abilities of marketers to collect, process, and share consumer data to optimize personalized messages across media in real time, a strategy known as synced advertising. Previous research has found promising effects related to synced advertising. At the same time, consumer knowledge appears to be low, and informing consumers could increase their critical attitudes towards synced ads. Our eye-tracking lab study (<em>N</em> = 163) showed that informing consumers on synced advertising helps them to understand and increase their knowledge about this new marketing strategy. Moreover, this strategy increases recall of the product mentioned on TV as well as perceived surveillance. Finally, we found that all participants closed the synced ad with an average of 6.5 s and fixated on it for an average of 1.3 s. This study contributes to the growing literature on synced advertising by empirically investigating the impact of consumer knowledge on the tensions and opportunities of this new marketing strategy.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"41 1","pages":"Pages 156-169"},"PeriodicalIF":7.0,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0167811623000459/pdfft?md5=3d7051fe7f1d2abd325bae69060dc0c8&pid=1-s2.0-S0167811623000459-main.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41491475","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Consumer responses to firm-owned devices in self-service technologies: Insights from a data privacy perspective 消费者对自助服务技术中公司拥有的设备的反应:从数据隐私角度的见解

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2024-03-01 DOI: 10.1016/j.ijresmar.2023.08.003

Stefanie Sohn , Oliver Schnittka , Barbara Seegebarth

{"title":"Consumer responses to firm-owned devices in self-service technologies: Insights from a data privacy perspective","authors":"Stefanie Sohn , Oliver Schnittka , Barbara Seegebarth","doi":"10.1016/j.ijresmar.2023.08.003","DOIUrl":"10.1016/j.ijresmar.2023.08.003","url":null,"abstract":"<div><p>While self-service technologies (SSTs) enable customers to produce services such as food ordering, hotel check-in, and retail store checkout on their own, they involve the use of devices that are either firm-owned (e.g., the retailer provides a handheld device for self-checkout) or customer-owned (e.g., a customer uses a personal smartphone for self-checkout). With the increasing relevance of customer-owned devices, the role of firm-owned devices is an open question. Therefore, this study examines the role of devices in SSTs. In a series of six empirical studies and drawing on data privacy theory, we explore consumer responses to firm-owned (vs. customer-owned) devices. The findings reveal that consumers prefer firm-owned devices in SSTs and that their general need for data privacy guides these preferences. The findings also show that the interaction with firm-owned (vs. customer-owned) devices is associated with increasing perceptions of data privacy because consumers feel less vulnerable when interacting with firm-owned devices. However, this effect changes depending on the service firm’s practices of customer data usage (data sensitivity and transparency). These findings add to knowledge about consumer response to SSTs and devices, and thereby unfold how devices are interwoven with consumer data privacy. Practitioners learn how consumers respond to device ownership in SSTs and when firm-owned (vs. customer-owned) devices induce favorable customer responses.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"41 1","pages":"Pages 77-92"},"PeriodicalIF":7.0,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0167811623000496/pdfft?md5=c50655a27df310f70c5568fa9cae78ae&pid=1-s2.0-S0167811623000496-main.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41693683","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Overwhelming targeting options: Selecting audience segments for online advertising 压倒性的目标选择：选择在线广告的受众群体

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2024-03-01 DOI: 10.1016/j.ijresmar.2023.08.004

Iman Ahmadi , Nadia Abou Nabout , Bernd Skiera , Elham Maleki , Johannes Fladenhofer

{"title":"Overwhelming targeting options: Selecting audience segments for online advertising","authors":"Iman Ahmadi , Nadia Abou Nabout , Bernd Skiera , Elham Maleki , Johannes Fladenhofer","doi":"10.1016/j.ijresmar.2023.08.004","DOIUrl":"10.1016/j.ijresmar.2023.08.004","url":null,"abstract":"<div><p>Even as online advertising continues to grow, a central question remains: Who to target? Yet, advertisers know little about how to select from the hundreds of audience segments for targeting (and combinations thereof) for a profitable online advertising campaign. Utilizing insights from a field experiment on Facebook (Study 1), we develop a model that helps advertisers solve the cold-start problem of selecting audience segments for targeting. Our model enables advertisers to calculate the break-even performance of an audience segment to make a targeted ad campaign at least as profitable as an untargeted one. Advertisers can use this novel model to decide whether to test specific audience segments in their campaigns (e.g., in randomized controlled trials). We apply our model to data from the Spotify ad platform to study the profitability of different audience segments (Study 2). Approximately half of those audience segments require the click-through rate to double compared to an untargeted campaign, which is unrealistically high for most ad campaigns. Our model also shows that narrow segments require a lift that is likely not attainable, specifically when the data quality of these segments is poor. We confirm this theoretical finding in an empirical study (Study 3): A decrease in data quality due to Apple’s introduction of the App Tracking Transparency (ATT) framework more negatively affects the click-through rate of narrow (versus broad) audience segments.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"41 1","pages":"Pages 24-40"},"PeriodicalIF":7.0,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0167811623000502/pdfft?md5=43eec0d90b481e2c8bbe2fb657faad9d&pid=1-s2.0-S0167811623000502-main.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46073582","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Consumer preferences and firm technology choice 消费者偏好与企业技术选择

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2024-03-01 DOI: 10.1016/j.ijresmar.2023.06.008

Yi Liu , Pinar Yildirim , Z. John Zhang

{"title":"Consumer preferences and firm technology choice","authors":"Yi Liu , Pinar Yildirim , Z. John Zhang","doi":"10.1016/j.ijresmar.2023.06.008","DOIUrl":"10.1016/j.ijresmar.2023.06.008","url":null,"abstract":"<div><p>Advances in technology change the way consumers search and shop for products. Emerging is the trend of home-shopping devices such as Amazon’s Alexa and Google Home, which allow consumers to search or order products. We investigate how consumer brand and technology preferences may interact with the functionalities of technology-enabled shopping (TES) devices to determine the channel structure and market competition.</p><p>In specific, we break the functionalities of the TES devices into two: (1) the shopping support functionality (SSF), and (2) the ordering convenience functionality (OCF). Via a series of experiments, we document that stronger brand preferences are negatively correlated with the willingness to use a TES device that offers SSF. However, there is no association with brand preferences and desire to use a TES device when it offers OCF.</p><p>We build an analytical model integrating the findings from these experiments, and then derive the equilibrium channel and pricing strategies for two competing retailers. Our findings show that the functionality of TES devices results in vastly different distribution and pricing strategies in retail markets. In particular, consumers’ heterogeneous valuation of the SSF results in a monopolistic adoption of TES devices by the retailers in equilibrium, and generates Pareto improvements for both. In contrast, when the TES devices offer OCF, in equilibrium, retailers adopt TES channels competitively, resulting in a prisoners' dilemma outcome. In the extensions, studying a third-party technology developer's decision to invest in OCF and SSF technologies, we show that the contrast between the channel strategies under the OCF and the SSF also impact the incentives to develop TES. We show that in some cases, in an effort to mitigate downstream retail competition, the provider may prefer <em>not</em> to offer the best possible OCF technology to consumers. These findings shed light on the future adoption and the functionalities of shopping technologies offered by retailers.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"41 1","pages":"Pages 41-55"},"PeriodicalIF":7.0,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46087870","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"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

AI on the street: Context-dependent responses to artificial intelligence 街头人工智能：对人工智能的情境相关反应

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2024-03-01 DOI: 10.1016/j.ijresmar.2023.08.010

Matilda Dorotic , Emanuela Stagno , Luk Warlop

{"title":"AI on the street: Context-dependent responses to artificial intelligence","authors":"Matilda Dorotic , Emanuela Stagno , Luk Warlop","doi":"10.1016/j.ijresmar.2023.08.010","DOIUrl":"10.1016/j.ijresmar.2023.08.010","url":null,"abstract":"<div><p>As artificial intelligence (AI) applications proliferate, their creators seemingly anticipate that users will make similar trade-offs between costs and benefits across various commercial and public applications, due to the technological similarity of the provided solutions. With a multimethod investigation, this study reveals instead that users develop idiosyncratic evaluations of benefits and costs depending on the context of AI implementation. In particular, the tensions that drive AI adoption depend on perceived personal costs and choice autonomy relative to the perceived (personal vs. societal) benefits. The tension between being served rather than exploited is lowest for public AI directed at infrastructure (cf. commercial AI), due to lower perceived costs. Surveillance AI evaluations are driven by fears beyond mere privacy breaches, which overcome the societal and safety benefits. Privacy-breaching applications are more acceptable when public entities implement them (cf. commercial). The authors provide guidelines for public policy and AI practitioners, based on how consumers trade off solutions that differ in their benefits, costs, data transparency, and privacy enhancements.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"41 1","pages":"Pages 113-137"},"PeriodicalIF":7.0,"publicationDate":"2024-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0167811623000642/pdfft?md5=68ed01484082e6575877bb0288e5f25a&pid=1-s2.0-S0167811623000642-main.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46431778","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

DEPART: Decomposing prices using atheoretical regression trees DEPART：使用算术回归树分解价格

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-09-03 DOI: 10.1016/j.ijresmar.2023.08.009

Huidi Lu , Ralf van der Lans , Kristiaan Helsen , Dinesh K. Gauri

{"title":"DEPART: Decomposing prices using atheoretical regression trees","authors":"Huidi Lu , Ralf van der Lans , Kristiaan Helsen , Dinesh K. Gauri","doi":"10.1016/j.ijresmar.2023.08.009","DOIUrl":"10.1016/j.ijresmar.2023.08.009","url":null,"abstract":"<div><p>Regular prices and temporary discounts are important elements for retailers’ and brands’ pricing decisions. These two variables need to be considered separately because consumer sensitivities to their changes typically differ. Although the scope and richness of retail datasets have grown rapidly in recent years, most of them only record actual prices paid by customers and lack direct information about regular prices and discounts. A systematic review involving close to five hundred publications that investigated pricing variables using retail scanner data confirms this, as 63% of them only observed actual prices. To solve this missing data problem, these studies often adopted heuristics to decompose actual prices into regular prices and discount depths. However, there are many such heuristics and their accuracies have not been assessed. This research introduces DEPART, a new machine learning approach based on regression trees with a publicly available R package and benchmarks it against previously used heuristics in two different datasets. The results show that on average the proposed method outperforms previously used heuristics by 26.5% or more. Additional analyses illustrate the potential economic benefits of adopting DEPART to improve pricing decisions.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"40 4","pages":"Pages 781-800"},"PeriodicalIF":7.0,"publicationDate":"2023-09-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43392268","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"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

Sending mixed signals: How congruent versus incongruent signals of popularity affect product appeal 发出混合信号：一致与不一致的流行信号如何影响产品吸引力

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-09-01 DOI: 10.1016/j.ijresmar.2023.08.008

Sarit Moldovan , Meyrav Shoham , Yael Steinhart

引用次数: 0