International Journal of Research in Marketing最新文献_第10页

How institutional logics shape fairness in crowdsourcing: The case of Threadless 制度逻辑如何塑造众包的公平性:以无线程为例

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-06-01 DOI: 10.1016/j.ijresmar.2022.10.002

Annetta Grant , Henri Weijo , Peter A. Dacin

{"title":"How institutional logics shape fairness in crowdsourcing: The case of Threadless","authors":"Annetta Grant , Henri Weijo , Peter A. Dacin","doi":"10.1016/j.ijresmar.2022.10.002","DOIUrl":"10.1016/j.ijresmar.2022.10.002","url":null,"abstract":"<div><p>Fairness is essential for successful crowdsourcing. Without it, companies run the risk of consumers not participating, or worse, sabotaging the crowdsourcing initiative. Yet little is known about how consumers determine what is fair in crowdsourcing. Building on theories of organizational justice and institutional logics, and using a longitudinal netnography of Threadless, a popular crowdsourcing platform, this paper shows how experiences of fairness stem from the interaction between two conflicting crowdsourcing logics: <em>the logic of renewal</em> and <em>the logic of community</em>. The two logics inform notions of fairness in crowdsourcing contests across procedural, distributive, and interactional justice dimensions. A balance between the two logics is ideal for maintaining fairness among a crowdsourcing community. We show the conditions in which crowdsourcing participants tolerate transgressions to each justice dimension, consequently emphasizing one logic over the other. Overall, our study advances theory on crowdsourcing logics and how they guide notions of procedural, distributive, and interactional fairness in crowdsourcing. Our study also offers new guidance on how to manage fairness in crowdsourcing.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"40 2","pages":"Pages 378-397"},"PeriodicalIF":7.0,"publicationDate":"2023-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44785944","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

Cross-reward effects in a coalition loyalty program: The impact of a point currency devaluation 联盟忠诚度计划中的交叉奖励效应：点货币贬值的影响

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-06-01 DOI: 10.1016/j.ijresmar.2022.08.003

Valeria Stourm , Eric T. Bradlow

{"title":"Cross-reward effects in a coalition loyalty program: The impact of a point currency devaluation","authors":"Valeria Stourm , Eric T. Bradlow","doi":"10.1016/j.ijresmar.2022.08.003","DOIUrl":"10.1016/j.ijresmar.2022.08.003","url":null,"abstract":"<div><p>While single-brand reward programs encourage customers to remain loyal to that one brand, coalition programs encourage customers to be “promiscuous” by offering points redeemable across partner stores. Despite the benefits of this “open relationship” with customers, store managers face uncertainty as to how rewards offered by partners influence transactions at their own stores. We use a model of multi-store purchase incidence and spend to show how the value of points shared among partner stores can explain patterns in customer-level purchases across them. We also allow reward spillovers to be moderated by three measures of store affinity that characterize a coalition’s portfolio: the relative popularity, geographic distance, and overlap in product categories between each pair of stores.</p><p>For the coalition studied, popularity affinity was the main determinant of the valence of cross-reward effects, both before and after the devaluation. In contrast, category and geographic affinity had a smaller and more heterogenous impact. Through the use of an event where the loyalty program uniformly devalued the entire coalition’s value of reward points, we show that cross-reward effects changed (lessened), leading to larger financial losses for the most popular stores. While we do not observe changes to the composition of the coalition’s portfolio, our results also suggest that the value of a shared reward currency may be driven by the inclusion of smaller partners.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"40 2","pages":"Pages 276-293"},"PeriodicalIF":7.0,"publicationDate":"2023-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42801854","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

Winner of the 2023 Jan-Benedict E.M. Steenkamp Award for Long-Term Impact 2023年Jan Benedict E.M.Steenkamp奖长期影响奖得主

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-06-01 DOI: 10.1016/S0167-8116(23)00027-7

引用次数: 0

Winner 2022 IJRM Best Article 荣获2022年IJRM最佳文章奖

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-06-01 DOI: 10.1016/S0167-8116(23)00028-9

引用次数: 0

Satiation and cross promotion: Selling and swapping users in mobile games 饱和和交叉推广:手机游戏中的用户销售和交换

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-06-01 DOI: 10.1016/j.ijresmar.2022.12.001

Michael Haenlein , Barak Libai , Eitan Muller

{"title":"Satiation and cross promotion: Selling and swapping users in mobile games","authors":"Michael Haenlein , Barak Libai , Eitan Muller","doi":"10.1016/j.ijresmar.2022.12.001","DOIUrl":"10.1016/j.ijresmar.2022.12.001","url":null,"abstract":"<div><p>One of the main challenges facing the mobile game industry is an alarming level of satiation, that is, a decline in user engagement and consequently in ad viewing, spending, and retention. Satiation lowers users’ CLV to an extent that renders acquisition from the likes of Facebook and Google untenable, driving game publishers to cross-promote, that is, sell and swap users among themselves. We model this cross-promotion as first, a <strong><em>screening mechanism</em></strong>, in that the fact of playing a game indicates specific preferences that might be suitable to an exchange with similar games; and second, as a <strong><em>resetting mechanism</em></strong> that enables the swapped users to reset their engagement in the new game, thus rendering the swap or sell beneficial to both buyer and seller. We show that there exists an optimal level of satiation with a game, and with this level, we show the conditions under which the game publisher cross promotes, and when it does, what the conditions are for selling rather than swapping. We extend the analysis to the case in which advertising costs and conversion rates are related; explain why they might be negatively correlated, and show that our main results still hold.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"40 2","pages":"Pages 342-361"},"PeriodicalIF":7.0,"publicationDate":"2023-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49131403","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: 2

Till the cloud do us part: Technological disruption and brand retention in the enterprise software industry 直到云把我们分开：企业软件行业的技术颠覆和品牌保留

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-06-01 DOI: 10.1016/j.ijresmar.2022.11.001

Barış Kocaman , Sarah Gelper , Fred Langerak

{"title":"Till the cloud do us part: Technological disruption and brand retention in the enterprise software industry","authors":"Barış Kocaman , Sarah Gelper , Fred Langerak","doi":"10.1016/j.ijresmar.2022.11.001","DOIUrl":"https://doi.org/10.1016/j.ijresmar.2022.11.001","url":null,"abstract":"<div><p>As customers in technologically disrupted markets migrate from the old to the new technology, they concurrently decide whether to retain their brand or churn. Yet little is known about brand retention at the time of technology migration, which is the topic of this study. Focusing on cloud disruption in the enterprise software industry, we examine the brand retention of software customers migrating from the old on-premise to the new cloud technology. We combine a large panel of 4,659 customers across 30 brands and five horizontal markets (CRM, BI, HR, ERP, Finance) with brand classification data from industry experts. Our findings reveal that brand retention is the lowest at the time of technology migration (compared to before or after migration), yet some brands are significantly more vulnerable to churn of migrating customers than others. Brand retention at the time of migration is lower for brands that face the same rivals across multiple horizontal markets (i.e., high multimarket contact) than for brands that do not, and the retention disadvantage of such high multimarket contact brands even aggravates as the cloud technology diffuses. Furthermore, top-tier brands are less vulnerable than bottom-tier brands, but their advantage levels out as the cloud technology diffuses. Our findings help brands evaluate their vulnerability to churn of migrating customers and hence are highly relevant for B2B brands in technologically disrupted markets. To facilitate such evaluation, we present a simple assessment tool and provide guidance on mitigating vulnerability to churn.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"40 2","pages":"Pages 316-341"},"PeriodicalIF":7.0,"publicationDate":"2023-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"50182588","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: 2

Image features and demand in the sharing economy: A study of Airbnb 共享经济中的形象特征与需求——基于Airbnb的研究

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-04-20 DOI: 10.1016/j.ijresmar.2023.04.001

Jiaxiu He , Bingqing Li , Xin (Shane) Wang

{"title":"Image features and demand in the sharing economy: A study of Airbnb","authors":"Jiaxiu He , Bingqing Li , Xin (Shane) Wang","doi":"10.1016/j.ijresmar.2023.04.001","DOIUrl":"10.1016/j.ijresmar.2023.04.001","url":null,"abstract":"<div><p>Peer-to-peer marketplaces and the sharing economy are reshaping many markets. Airbnb is attractive to many customers because of its non-standardized, diverse selections and superior value over hotels, but Airbnb properties also come with more uncertainty than hotels. Images of the property can help resolve uncertainty. This study focuses on the background image (the image displayed in search results) and examines how the background image’s content features (living room, bedroom, and interior design) and aesthetic features (clarity, brightness, and contrast) affect the booking rate during a 16-night end-of-year holiday period. The authors develop a model that includes the amount of visual information, property characteristics, and host characteristics, and correct for endogeneity by using a pair of markets (New York City and San Francisco) to calculate propensity scores and construct instrumental variables. The results show that having a background image that features the living room and shows more interior design elements increases the booking rate, while featuring a bedroom decreases it. The effects of the content features are larger than the effects of the aesthetic features, and the effects are economically significant: for example, the effect of featuring the living room in the background image translates into a 35% increase in the booking rate, which amounts to $728 more revenue during the holiday period.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"40 4","pages":"Pages 760-780"},"PeriodicalIF":7.0,"publicationDate":"2023-04-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46158014","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: 1

One-of-a-kind products: Leveraging strict uniqueness in mass customization 独一无二的产品:在大规模定制中充分利用严格的独特性

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-04-17 DOI: 10.1016/j.ijresmar.2023.04.002

Franziska Krause , Jonas Görgen , Emanuel de Bellis , Nikolaus Franke , Pia Burghartz , Ilse-Maria Klanner , Gerald Häubl

{"title":"One-of-a-kind products: Leveraging strict uniqueness in mass customization","authors":"Franziska Krause , Jonas Görgen , Emanuel de Bellis , Nikolaus Franke , Pia Burghartz , Ilse-Maria Klanner , Gerald Häubl","doi":"10.1016/j.ijresmar.2023.04.002","DOIUrl":"10.1016/j.ijresmar.2023.04.002","url":null,"abstract":"<div><p>This research examines product uniqueness in its most pure form—products that are literally one of a kind. It does so in mass customization (MC) settings where consumers configure their own products. Due to extremely large solution spaces that are typically available in MC, a specific product configured by a consumer is often one of a kind in that it has never been produced before. How might firms leverage such strict product uniqueness to enhance consumer value? A natural way of doing so is to simply inform consumers that the product they have configured is one of a kind—through a feedback message that is either present-oriented (e.g., “this specific product has never been produced before”) or future-oriented (e.g., “this product will remain one of a kind in perpetuity”). Evidence from five experiments, including a large-scale field experiment, shows that one-of-a-kind feedback can cause a substantial increase in consumers’ product valuation. This value-enhancing effect of one-of-a-kind feedback specifically occurs in product domains that are primarily matters of subjective taste. By contrast, such feedback tends to reduce consumers’ product valuation in domains that are primarily matters of objective quality. These findings advance our understanding of the concept of product uniqueness, and of how firms can harness the one-of-a-kindness of mass-customized products to unlock consumer value.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"40 4","pages":"Pages 823-840"},"PeriodicalIF":7.0,"publicationDate":"2023-04-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0167811623000186/pdfft?md5=2b8b58723a9235bbed04a30ea00d8b7c&pid=1-s2.0-S0167811623000186-main.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46135732","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

Complementing human effort in online reviews: A deep learning approach to automatic content generation and review synthesis 在线评论中的人力互补：一种自动内容生成和评论合成的深度学习方法

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-03-01 DOI: 10.1016/j.ijresmar.2022.02.004

Keith Carlson , Praveen K. Kopalle , Allen Riddell , Daniel Rockmore , Prasad Vana

{"title":"Complementing human effort in online reviews: A deep learning approach to automatic content generation and review synthesis","authors":"Keith Carlson , Praveen K. Kopalle , Allen Riddell , Daniel Rockmore , Prasad Vana","doi":"10.1016/j.ijresmar.2022.02.004","DOIUrl":"10.1016/j.ijresmar.2022.02.004","url":null,"abstract":"<div><p>Online product reviews are ubiquitous and helpful sources of information available to consumers for making purchase decisions. Consumers rely on both the quantitative aspects of reviews such as valence and volume as well as textual descriptions to learn about product quality and fit. In this paper we show how new achievements in natural language processing can provide an important assist for different kinds of review-related writing tasks. Working in the interesting context of wine reviews, we demonstrate that machines are capable of performing the critical marketing task of writing expert reviews directly from a fairly small amount of product attribute data (metadata). We conduct a kind of “Turing Test” to evaluate human response to our machine-written reviews and show strong support for the assertion that machines can write reviews that are indistinguishable from those written by experts. Rather than replacing the human review writer, we envision a workflow wherein machines take the metadata as inputs and generate a human readable review as a first draft of the review and thereby assist an expert reviewer in writing their review. We next modify and apply our machine-writing technology to show how machines can be used to write a synthesis of a set of product reviews. For this last application we work in the context of beer reviews (for which there is a large set of available reviews for each of a large number of products) and produce machine-written review syntheses that do a good job – measured again through human evaluation – of capturing the ideas expressed in the reviews of any given beer. For each of these applications, we adapt the Transformer neural net architecture. The work herein is broadly applicable in marketing, particularly in the context of online reviews. We close with suggestions for additional applications of our model and approach as well as other directions for future research.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"40 1","pages":"Pages 54-74"},"PeriodicalIF":7.0,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46386681","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: 8

Designing Distributed Ledger technologies, like Blockchain, for advertising markets 为广告市场设计分布式账本技术，如区块链

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-03-01 DOI: 10.1016/j.ijresmar.2022.08.004

Mingyu Joo , Seung Hyun Kim , Anindya Ghose , Kenneth C. Wilbur

引用次数: 7