International Journal of Research in Marketing最新文献_第7页

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

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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

Do great powers come with great responsibility? Opportunities and tensions of new technologies in marketing 权力越大责任越大吗？营销新技术的机遇与挑战

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2024-03-01 DOI: 10.1016/j.ijresmar.2024.01.006

J. Jeffrey Inman, Robert J. Meyer, David A. Schweidel, Raji Srinivasan

引用次数: 0

How video conferencing promotes preferences for self-enhancement products 视频会议如何促进人们对自我提升产品的偏好

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2024-03-01 DOI: 10.1016/j.ijresmar.2023.09.001

Li Huang , Laura Pricer

引用次数: 0

The role of reviewer badges in the dynamics of online reviews 评论者徽章在在线评论动态中的作用

IF 5.9 2区管理学

International Journal of Research in Marketing Pub Date : 2024-01-29 DOI: 10.1016/j.ijresmar.2024.01.003

{"title":"The role of reviewer badges in the dynamics of online reviews","authors":"","doi":"10.1016/j.ijresmar.2024.01.003","DOIUrl":"10.1016/j.ijresmar.2024.01.003","url":null,"abstract":"<div><p>In this research, we examine the role of reviewer badges in the spread of opinion in the context of online reviews. Specifically, we investigate how ratings from badged and non-badged reviewers influence the opinions of subsequent reviewers, how this influence varies depending on whether the subsequent reviewer is badged, and the dynamics of review time and recent product popularity. Using a multimethod approach and archival data covering a two-year period of 458,305 reviews for products in both hedonic and utilitarian categories on Amazon (with data from TripAdvisor as a robustness check), we uncover several unique insights. First, badged reviewers tend to give lower ratings than non-badged reviewers. Second, prior ratings from badged reviewers have a <em>smaller</em> positive influence on subsequent reviewers than ratings from non-badged reviewers. Third, when we distinguish between badged and non-badged subsequent reviewers, we find that ratings from prior non-badged reviewers have a <em>negative</em> effect on ratings awarded by subsequent badged reviewers. These three effects are consistent with badged reviewers’ drive to differentiate their reviews. Finally, we find that badged reviewers tend toward stronger differentiation behavior when the reviewed product has recently become available online and when it has a high proportion of recent reviews from non-badged reviewers. The findings have important implications for marketing managers seeking to influence the review-generation process for their products and for platform managers working to incentivize the quantity and quality of reviews on their websites by awarding badges or other forms of recognition.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"41 3","pages":"Pages 547-566"},"PeriodicalIF":5.9,"publicationDate":"2024-01-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139580129","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 2区管理学

International Journal of Research in Marketing Pub Date : 2024-01-04 DOI: 10.1016/j.ijresmar.2024.01.002

Wuxia Bao, Liselot Hudders, Shubin Yu, Emma Beuckels

引用次数: 0

Branded response to generic entry: Detailing beyond the patent cliff 品牌应对仿制药进入：专利悬崖之外的细节

IF 5.9 2区管理学

International Journal of Research in Marketing Pub Date : 2023-12-21 DOI: 10.1016/j.ijresmar.2023.12.004

{"title":"Branded response to generic entry: Detailing beyond the patent cliff","authors":"","doi":"10.1016/j.ijresmar.2023.12.004","DOIUrl":"10.1016/j.ijresmar.2023.12.004","url":null,"abstract":"<div><p>The literature on pharmaceutical marketing devotes little attention to the promotion of branded drugs after generic competitors enter the market. This paper addresses this gap in the literature and explores how the sales of branded drugs respond to specific promotional strategies following generic entry. We focus on physician detailing, and specifically, firms’ post-generic-entry decisions regarding overall detailing spending and physician-level allocation (i.e., which physicians to visit). We utilize a novel, custom-built dataset containing information on aggregate-level sales, prescriptions, and promotional budget for 72 brands and their competitors; our dataset further includes detailed physician-level data on detailing visits and prescription behavior for 25 of these brands. We first describe the detailing strategies that brands use in practice, and then analyze the outcomes associated with changes in detailing spending and allocation. Our analyses reveal that, on average, brands’ detailing spending decreases after generic entry, yet the ROI on such spending increases compared to before generic entry. Refocusing of detailing efforts after generic entry such that physicians with higher brand preference are targeted is more likely to lead to an increase in detailing ROI than other allocation strategies post entry. However, in practice, many brands do not undertake such reallocation and do not enhance their ROIs. Our findings are of clear practical relevance to manufacturers of branded drugs, as well as to policy makers who wish to curb detailing efforts for branded drugs when generic alternatives are available, so as to lower healthcare costs.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"41 3","pages":"Pages 567-588"},"PeriodicalIF":5.9,"publicationDate":"2023-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138824110","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

Announcement: New IJRM Editor 公告:新的IJRM编辑器

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-11-20 DOI: 10.1016/S0167-8116(23)00078-2

引用次数: 0

Customer success management, customer health, and retention in B2B industries B2B行业中的客户成功管理、客户健康和保留

IF 7 2区管理学

International Journal of Research in Marketing Pub Date : 2023-09-16 DOI: 10.1016/j.ijresmar.2023.09.002

Bryan Hochstein , Clay M. Voorhees , Alexander B. Pratt , Deva Rangarajan , Duane M. Nagel , Vijay Mehrotra

{"title":"Customer success management, customer health, and retention in B2B industries","authors":"Bryan Hochstein , Clay M. Voorhees , Alexander B. Pratt , Deva Rangarajan , Duane M. Nagel , Vijay Mehrotra","doi":"10.1016/j.ijresmar.2023.09.002","DOIUrl":"10.1016/j.ijresmar.2023.09.002","url":null,"abstract":"<div><p>Customer Success (CS) Management is an emerging B2B marketing strategy. The task of CS management is to increase customer retention through dedicated and ongoing proactive attention to improving the value customers realize from a product or solution. Leveraging a theories-in-use approach, we demonstrate the adoption of CS management across a wide range of B2B settings and unpack how the implementation of a CS strategy can complement existing sales and service efforts to increase customer retention. We find that a central element to CS management is the tracking of customer health, which is a new marketing metric that is viewed as the pulse of CS strategy. Customer health is a formative metric comprised of objective and subjective data points that track (1) relationship quality, (2) product usage, and (3) customer value realization. CS managers leverage customer health data to proactively manage B2B relationships and reduce churn. While CS management has been widely adopted, we also find that not all CS implementations are initially successful. As such, we describe contingency factors related to short-term ambiguities within the organization and long-term factors that impact implementation of CS management. Given the nascent nature of research on CS management in the marketing literature, our article closes with a comprehensive set of future research opportunities and emerging challenges for firms focusing on customer success.</p></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"40 4","pages":"Pages 912-932"},"PeriodicalIF":7.0,"publicationDate":"2023-09-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135347050","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