International Journal of Research in Marketing最新文献_第2页

Decoding blockchain data for research in marketing: New insights through an analysis of share of wallet 解码区块链数据用于营销研究：通过分析钱包份额获得新见解

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2024.12.002

Björn Hanneke , Bernd Skiera , Thilo Gerwien Kraft , Oliver Hinz

引用次数: 0

Not all AI is created equal: A meta-analysis revealing drivers of AI resistance across markets, methods, and time 并非所有人工智能都是平等的：一项荟萃分析揭示了不同市场、方法和时间对人工智能的抵制驱动因素

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2025.02.005

Meike Zehnle , Christian Hildebrand , Ana Valenzuela

{"title":"Not all AI is created equal: A meta-analysis revealing drivers of AI resistance across markets, methods, and time","authors":"Meike Zehnle , Christian Hildebrand , Ana Valenzuela","doi":"10.1016/j.ijresmar.2025.02.005","DOIUrl":"10.1016/j.ijresmar.2025.02.005","url":null,"abstract":"<div><div>While artificial intelligence (AI) is used by billions of consumers daily through tools like ChatGPT, prior research often documents that consumers are resistant to it. The current research proposes that such resistance is strongly context-dependent, rapidly evolving, and often an artifact of how researchers study it. We provide a comprehensive synthesis of consumer responses to AI by analyzing 440 effect sizes from 76,142 unique participants across two decades of experimental research. Our meta-analysis reveals three key insights about consumer aversion towards AI (average Cohen’s <em>d</em> = −0.21). First, consumer responses vary systematically by AI label and domain, with the most negative responses to embodied forms of AI (e.g., robots) compared to AI assistants or mere algorithms. We also identify substantial domain differences in areas such as transportation and public safety, which trigger more negative responses compared to areas where AI improves productivity and performance, such as in business and management. Second, we document a temporal evolution towards increasingly less negative responses, particularly for cognitive consumer responses (e.g., performance or competence judgements), with aversion approaching a null-effect in most recent years. Third, we demonstrate overall shrinking effect sizes with greater ecological validity. This work advances our understanding of when and why consumers resist AI and provides directions for future research on consumer-AI interactions.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 3","pages":"Pages 729-751"},"PeriodicalIF":7.5,"publicationDate":"2025-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145049866","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

Unveiling investment vs. ownership perspectives among NFT buyers: A segmentation study exploring engagement patterns in NFT markets 揭示NFT买家的投资与所有权观点：一项探索NFT市场参与模式的细分研究

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2025.01.005

Arnd Vomberg , Mats von Gegerfelt

{"title":"Unveiling investment vs. ownership perspectives among NFT buyers: A segmentation study exploring engagement patterns in NFT markets","authors":"Arnd Vomberg , Mats von Gegerfelt","doi":"10.1016/j.ijresmar.2025.01.005","DOIUrl":"10.1016/j.ijresmar.2025.01.005","url":null,"abstract":"<div><div>Companies continue to explore the marketing potential of non-fungible tokens (NFTs). To succeed, they must understand the core motivations of NFT buyers. This explanatory study provides descriptive insights about NFT buyers and identifies key operational principles within the NFT market. It addresses the critical questions: What NFT buyer segments exist? Which segments should companies target, and how? Surveying 703 NFT buyers, the study identifies five distinct NFT buyer segments: curious speculators (18%), cautious investors (5%), utility-driven buyers (35%), tech-savvy investors (29%), and status-seeking socializers (13%). The first two segments are primarily motivated by investment, purchasing NFTs mainly for resale. In contrast, the remaining segments are driven by ownership motives, purchasing NFTs not only for financial potential but also for personal use, technological interest, and their social values. Drawing on customer engagement theory, the study highlights these three ownership-oriented segments as particularly attractive for companies. Beyond a high willingness to buy branded NFTs, these segments actively recommend NFTs to new buyers and show substantial engagement in NFT communities, a critical success factor for NFT markets. The study further shows that companies can enhance NFT buyer engagement through incentivized referrals and provide marketers with a strategic guide for effectively targeting these segments.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 3","pages":"Pages 536-556"},"PeriodicalIF":7.5,"publicationDate":"2025-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145057176","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

Balancing generosity with profitability: The role of relative market price and value perceptions in crypto philanthropy 平衡慷慨与盈利能力：相对市场价格和价值观念在加密慈善事业中的作用

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2025.02.001

Hyunjung Crystal Lee , Eline L.E. De Vries , Rahil Hosseini

{"title":"Balancing generosity with profitability: The role of relative market price and value perceptions in crypto philanthropy","authors":"Hyunjung Crystal Lee , Eline L.E. De Vries , Rahil Hosseini","doi":"10.1016/j.ijresmar.2025.02.001","DOIUrl":"10.1016/j.ijresmar.2025.02.001","url":null,"abstract":"<div><div>Considering the exponential increases in donations made in cryptocurrencies in recent years, the decision-making process that underlies crypto philanthropy demands deeper insights. Given that both individual donors and recipients are motivated to own multiple types of cryptocurrencies to strategically diversify their investment, our research examines the influence of different cryptocurrencies’ relative market price on the donation amount. The results derived from on-chain data and five experiments indicate that donors tend to set a lower donation amount for higher-priced cryptocurrency than for lower-priced cryptocurrency to protect the profitability of their crypto portfolios. To alleviate the profitability concerns and encourage larger donations in higher-priced cryptocurrencies, potential recipients could intensify donation campaigns at times when analysts predict lower future values, or emphasize the number of cryptocurrency coins that would remain in the donor’s wallet after donation. By uncovering new insights into the effects of relative market prices, future value predictions, and crypto-wallet designs, our findings provide guidance for marketers, practitioners, and policymakers interested in crypto philanthropy.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 3","pages":"Pages 668-683"},"PeriodicalIF":7.5,"publicationDate":"2025-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145057221","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

Virtual luxury in the metaverse: NFT-enabled value recreation in luxury brands 元宇宙中的虚拟奢侈品：奢侈品牌的 NFT 价值再造

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2024.01.002

Wuxia Bao , Liselot Hudders , Shubin Yu , Emma Beuckels

引用次数: 0

On the persistent mischaracterization of Google and Facebook A/B tests: How to conduct and report online platform studies 关于谷歌和Facebook A/B测试的持续错误描述：如何进行和报告在线平台研究

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2024.12.004

Johannes Boegershausen , Yann Cornil , Shangwen Yi , David J. Hardisty

{"title":"On the persistent mischaracterization of Google and Facebook A/B tests: How to conduct and report online platform studies","authors":"Johannes Boegershausen , Yann Cornil , Shangwen Yi , David J. Hardisty","doi":"10.1016/j.ijresmar.2024.12.004","DOIUrl":"10.1016/j.ijresmar.2024.12.004","url":null,"abstract":"<div><div>Marketing research has increasingly relied on <em>online platform studies</em>, which are studies conducted in a naturalistic online environment and which leverage the A/B testing tool provided by platforms such as Facebook or Google Ads. These studies allow researchers to compare the effectiveness of different ads and the way they are delivered, and to study “real” consumer behavior, such as clicking on ads. However, they lack true random assignment of ads to consumers, preventing causal inference. In this manuscript, we present a comprehensive review of 133 published online platform studies revealing how researchers have, so far, utilized and characterized these studies; we find that most of these studies are mistakenly presented as (randomized) experiments and most of their findings are erroneously described as causal. Our review suggests limited awareness of the inherent confoundedness of online platform studies (i.e., the inability to attribute user responses to ad creatives versus the platform’s targeting algorithms). Importantly, the prevalence of these undesirable practices has remained relatively constant over time. Against this backdrop, we offer clear guidance on how to position, conduct, and report online platform studies for researchers interested in this method and for reviewers invited to evaluate it.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 3","pages":"Pages 886-903"},"PeriodicalIF":7.5,"publicationDate":"2025-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145049863","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

On the role of provenance in NFT trades 论出处在NFT交易中的作用

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2024.10.008

Soogand Alavi , Ernan Haruvy , Ying Xie

引用次数: 0

Oops! Sorry, my bad: How apologizing for trivial mistakes in direct email campaigns leads to positive customer evaluations 哦!对不起，我的错：为直接电子邮件活动中的小错误道歉如何带来积极的客户评价

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2024.11.004

Laura De Kerpel , Anneleen Van Kerckhove , Tina Tessitore

{"title":"Oops! Sorry, my bad: How apologizing for trivial mistakes in direct email campaigns leads to positive customer evaluations","authors":"Laura De Kerpel , Anneleen Van Kerckhove , Tina Tessitore","doi":"10.1016/j.ijresmar.2024.11.004","DOIUrl":"10.1016/j.ijresmar.2024.11.004","url":null,"abstract":"<div><div>Many companies are reluctant to apologize to their customers for <em>trivial</em> mistakes, which often go unnoticed and may seem too minor to warrant an apology. However, some companies have adopted the practice of apologizing for trivial mistakes via email to a large portion of their customer base, regardless of whether customers were directly affected by the mistake or not. This study explores whether acknowledging, and apologizing for, such trivial mistakes can be an effective persuasion tactic in direct email marketing. First, a field experiment that relies on real-life data demonstrates the beneficial impact of apologizing for trivial mistakes. Three (lab and online) experiments show that (1) apologizing for trivial mistakes positively affects customer evaluations of the company; (2) an increase in the company’s perceived warmth explains this impact, while a concomitant decrease in perceived competence is absent; and (3) the positive effect disappears when the apology stems from a company that is already perceived as high in warmth. Finally, the study concludes with a discussion of theoretical and practical implications, acknowledging certain limitations and avenues for future research.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 3","pages":"Pages 752-767"},"PeriodicalIF":7.5,"publicationDate":"2025-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145050457","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

The impact of nutrition claims on purchase behavior for food products 营养声明对食品购买行为的影响

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2024.11.001

Niels Holtrop , Kathleen Cleeren , Kelly Geyskens , Peter C. Verhoef

{"title":"The impact of nutrition claims on purchase behavior for food products","authors":"Niels Holtrop , Kathleen Cleeren , Kelly Geyskens , Peter C. Verhoef","doi":"10.1016/j.ijresmar.2024.11.001","DOIUrl":"10.1016/j.ijresmar.2024.11.001","url":null,"abstract":"<div><div>Faced by increasing emphasis on health, manufacturers try to persuade consumers by using nutrition claims on their packaging. Although experimental research suggests that such claims influence consumer behavior in different ways, it remains unknown whether and to what extent they have an effect in actual grocery situations with large amounts of information to process. In this study, the authors investigate the effect of presence (stressing the presence of a healthy ingredient) and absence nutrition claims (stressing the absence of an unhealthy ingredient) on consumer purchase behavior using UK household scanner purchase data from 17 product categories during the years 2009–2012. They find that presence nutrition claims increase choice while absence nutrition claims decrease choice. Both types of nutrition claims do not influence the quantity purchased. Importantly, a nutrition claim’s effectiveness depends on SKU and category characteristics. Presence nutrition claims are more effective in healthy categories, and absence nutrition claims for SKUs with fewer promotions. At the same time, both nutrition claims are less effective for higher priced SKUs and more effective for brands with higher advertising spending. Absence nutrition claims are more effective when fewer SKUs in the category have the same type of nutrition claim, but presence nutrition claims benefit when more SKUs have the same type of nutrition claim.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 3","pages":"Pages 788-808"},"PeriodicalIF":7.5,"publicationDate":"2025-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145050459","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

The value of distinctiveness: Product uniqueness in crypto marketing 独特性的价值：加密货币营销中的产品独特性

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-09-01 DOI: 10.1016/j.ijresmar.2024.06.003

Sophie M. Berghueser, Martin Spann

引用次数: 0