International Journal of Research in Marketing最新文献_第8页

The impact of face presence in user-generated videos on consumer Engagement: Insights into How, When, and who 用户生成视频中面孔出现对消费者参与的影响：如何、何时、何人的洞察

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-12-01 Epub Date: 2025-02-17 DOI: 10.1016/j.ijresmar.2025.02.003

Xia Wang , Ying Ding , Ying Hu

{"title":"The impact of face presence in user-generated videos on consumer Engagement: Insights into How, When, and who","authors":"Xia Wang , Ying Ding , Ying Hu","doi":"10.1016/j.ijresmar.2025.02.003","DOIUrl":"10.1016/j.ijresmar.2025.02.003","url":null,"abstract":"<div><div>In the era of influencer economy, it is prevalent for influencers to show their faces in user-generated videos (UGVs). However, a comprehensive understanding of who benefits most from face presence and the optimal strategies for how and when to incorporate faces into UGVs is limited. Through four studies—analyses of one large-scale real-world dataset, two controlled experiments, and an eye-tracking study—we systematically examine the impact of face presence on consumer engagement. Our findings indicate that face presence in UGVs is generally associated with higher consumer engagement; however, this relationship weakens for influencers with larger follower bases (over 160,000). Additionally, moderate face presence (30–40% of video frames) yields the highest engagement. Furthermore, early face presence is particularly effective in grabbing attention and driving engagement for influencers with smaller follower counts (fewer than 100,000). These insights advance the understanding of dynamics between face presence in UGVs and consumer engagement and offer actionable guidelines for strategically managing faces in UGVs.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 4","pages":"Pages 1323-1342"},"PeriodicalIF":7.5,"publicationDate":"2025-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145760584","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

Exploring player cocreation dynamics on the gaming platform: Interplay of goal fulfillments, orchestration actions, and platform affordances 探索游戏平台上的玩家共同创造动态：目标实现、协调行动和平台支持的相互作用

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-12-01 Epub Date: 2024-12-31 DOI: 10.1016/j.ijresmar.2024.12.003

Hsiu-Yu Hung , Ajay Kumar , V. Kumar , Chih-Cheng Lin , Kim Hua Tan

{"title":"Exploring player cocreation dynamics on the gaming platform: Interplay of goal fulfillments, orchestration actions, and platform affordances","authors":"Hsiu-Yu Hung , Ajay Kumar , V. Kumar , Chih-Cheng Lin , Kim Hua Tan","doi":"10.1016/j.ijresmar.2024.12.003","DOIUrl":"10.1016/j.ijresmar.2024.12.003","url":null,"abstract":"<div><div>Understanding player co-creation dynamics on gaming platforms is crucial for fostering engagement and driving innovation in digital marketing. This study investigates these dynamics on the Roblox platform, proposing an integrated framework that connects platform capabilities with player-driven orchestration actions and the pursuit of diverse goals − a model applicable to various digital marketing contexts. We identify three types of gaming platform affordances and three types of developers’ orchestration actions, ultimately shaping co-creation activities in terms of creative and social engagement. Using web crawling and text mining methodologies, we analyze a large, longitudinal dataset from Roblox developers engaged in co-creation projects. We employ three observable metrics to quantify co-creation activities, applying different perspectives including equality-based, effort-based weighted, and specialized measures of creative and social engagement. Our findings confirm the direct effects of platform affordances and orchestration actions on co-creation activities, with post-hoc analyses revealing goal fulfillment as an important antecedent mechanism. To validate our results, we conducted a two-stage survey with 206 experienced Roblox developers, providing additional robustness to our empirical findings. This research advances our understanding of digital co-creation and offers practical implications for designing more engaging and innovative gaming platforms. As gaming and digital marketing converge, particularly in the evolving metaverse landscape, this study underscores the importance of leveraging co-creation dynamics to enhance user engagement and drive platform growth.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 4","pages":"Pages 1125-1142"},"PeriodicalIF":7.5,"publicationDate":"2025-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145749953","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 gender expectations on the evaluation of video game livestreaming content 性别期望对视频游戏直播内容评估的影响

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-12-01 Epub Date: 2025-09-27 DOI: 10.1016/j.ijresmar.2025.09.007

Roman Welden , Laurel Johnston , Jonathan Hasford

{"title":"The impact of gender expectations on the evaluation of video game livestreaming content","authors":"Roman Welden , Laurel Johnston , Jonathan Hasford","doi":"10.1016/j.ijresmar.2025.09.007","DOIUrl":"10.1016/j.ijresmar.2025.09.007","url":null,"abstract":"<div><div>As the market for livestreaming video game content grows, there is an increasing need to understand how consumers evaluate livestreamers. We propose that gender stereotypes associated with video games spill over into consumer judgments of livestreamers, their content, and the brands they promote. Specifically, consumers have different expectations of performance for female and male livestreamers, which, when violated, lead to negative downstream consequences for streamers and brands that support them. Across a pilot study and five experiments (n = 2402), we demonstrate that when livestreamers violate expectations of video game performance, consumers high in emotional intelligence (EI) are less likely to engage with them. Specifically, consumers high in EI are less likely to engage with a female (male) streamer when they perform well (poorly). Additionally, we find that while marketing interventions can enhance evaluations of brand partners among high EI consumers, they are less effective in altering consumer evaluations of female streamers. These findings contribute to our understanding of consumer engagement with livestreamers, the role of gender in video game subcultures, and the impact of consumer EI on consumption.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 4","pages":"Pages 957-974"},"PeriodicalIF":7.5,"publicationDate":"2025-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145749956","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 rise of the subscription model in the video game console industry: Unveiling the commercial consequences for platform owners and video game sellers 电子游戏主机产业中订阅模式的兴起：揭示平台所有者和电子游戏销售商的商业后果

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-12-01 Epub Date: 2025-02-28 DOI: 10.1016/j.ijresmar.2025.02.006

Michiel Van Crombrugge , Stefan Stremersch

{"title":"The rise of the subscription model in the video game console industry: Unveiling the commercial consequences for platform owners and video game sellers","authors":"Michiel Van Crombrugge , Stefan Stremersch","doi":"10.1016/j.ijresmar.2025.02.006","DOIUrl":"10.1016/j.ijresmar.2025.02.006","url":null,"abstract":"<div><div>Prior research in the video game console industry empirically examined the interdependence of hardware (i.e., console) sales, software (i.e., video game) sales and software supply. Recently, we have witnessed the rise of the subscription model (such as Microsoft’s Xbox Game Pass and Sony’s PlayStation Plus) as a new business model among platform owners. The impact of this new business model on platform owner revenues, video game seller revenues, and video game supply are unknown to date. Does this new model fuel growth for all sides of the market or does it come at the expense of console and/or video game sales revenue? We study the past launches of Microsoft’s Xbox Game Pass and Sony’s PlayStation Plus on which now the dust has settled enough to examine the commercial consequences thereof. Our research provides first evidence that the introduction of the respective subscription models in proprietary video game console markets: (1) enhanced console revenue, (2) had limited impact on video game revenue (contrary to the cannibalizing effects observed in the music, movie and TV industry), and (3) created a healthier video game supply, either by increasing the quantity of video game introductions (i.e., for PlayStation) or increasing their average quality (i.e., for Xbox).</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 4","pages":"Pages 1058-1083"},"PeriodicalIF":7.5,"publicationDate":"2025-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145749947","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

Personalized game design for improved user retention and monetization in freemium games 个性化游戏设计，提高免费游戏的用户留存率和盈利能力

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-12-01 Epub Date: 2025-01-20 DOI: 10.1016/j.ijresmar.2025.01.006

Eva Ascarza , Oded Netzer , Julian Runge

{"title":"Personalized game design for improved user retention and monetization in freemium games","authors":"Eva Ascarza , Oded Netzer , Julian Runge","doi":"10.1016/j.ijresmar.2025.01.006","DOIUrl":"10.1016/j.ijresmar.2025.01.006","url":null,"abstract":"<div><div>One of the most significant levers available to gaming companies in designing digital games is setting the level of difficulty, which essentially regulates the user’s ability to progress within the game. This aspect is particularly significant in free-to-play (F2P) games, where the paid version often aims to enhance the player’s experience and facilitate faster progression. In this paper, we leverage a large randomized control trial to assess the effect of dynamically adjusting game difficulty on players’ behavior and game monetization in the context of a popular F2P mobile game. The results highlight the intertwined dynamics of customer retention and monetization in such settings. As expected, offering players an easier game significantly decreases purchases in the specific round played — faced with an easier game, users do not need to resort to in-game purchases to make progress. However, because lowering the game difficulty increases both immediate engagement and long-term retention, lower difficulty levels result in a significant increase in customer spending both in the short and long run. We find substantial heterogeneity in the strength of these effects. Customers who are more prone to making progress in the game exhibit stronger effects in both the short and long run, whereas customers who previously spent money on the game exhibit stronger effects primarily in long-term monetization. We leverage these insights to demonstrate how the focal firm can use game difficulty adjustment to further increase revenues from both advertising and premium services and to recommend personalized product design strategies for freemium apps more broadly.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 4","pages":"Pages 975-995"},"PeriodicalIF":7.5,"publicationDate":"2025-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145749951","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

Algorithmic pricing: Effects on consumer trust and price search 算法定价：对消费者信任和价格搜索的影响

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-12-01 Epub Date: 2024-10-24 DOI: 10.1016/j.ijresmar.2024.10.006

Arnd Vomberg , Christian Homburg , Panagiotis Sarantopoulos

{"title":"Algorithmic pricing: Effects on consumer trust and price search","authors":"Arnd Vomberg , Christian Homburg , Panagiotis Sarantopoulos","doi":"10.1016/j.ijresmar.2024.10.006","DOIUrl":"10.1016/j.ijresmar.2024.10.006","url":null,"abstract":"<div><div>With the widespread use of pricing algorithms in online markets, prices are increasingly fluctuating, contradicting consumers’ desire for price stability. This research examines the central form of algorithmic pricing in online markets—namely, algorithmic dynamic pricing (ADP). In five studies, including one real-world ADP encounter and four incentive-based experimental studies (in addition to two <span><span>Web Appendix</span></span> studies), we use price fairness and range–frequency theory to examine how ADP affects consumers’ trust in ADP retailers and the extent of their price search. The findings reveal that ADP reduces trust in the ADP retailer, though this effect diminishes after consumers become accustomed to ADP. Furthermore, ADP prolongs price search duration, which lengthens with consumer ADP experience and shortens as ADP becomes the market norm. These findings suggest that retailers can implement ADP, as consumer backlash can be short-term. ADP retailers can also actively build consumers’ trust and affect their search for prices through price-matching strategies. In particular, retailers can communicate their use of reactive ADP (i.e., ADP aligned with competitive prices) and offer price-matching guarantees.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 4","pages":"Pages 1166-1186"},"PeriodicalIF":7.5,"publicationDate":"2025-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145760558","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

Sounds cute: Exploring the role of sound reduplication in brand names 听起来很可爱：探索声音重复在品牌名称中的作用

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-12-01 Epub Date: 2025-02-05 DOI: 10.1016/j.ijresmar.2025.02.002

Kosuke Motoki , Sayo Iseki , Abhishek Pathak

引用次数: 0

Introduction to the Special Issue: The Game of Life – The Role of Videogames in Marketing 特刊导论：生活的游戏——电子游戏在市场营销中的作用

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-12-01 Epub Date: 2025-10-17 DOI: 10.1016/j.ijresmar.2025.10.005

P.K. Kannan , Michael Haenlein

引用次数: 0

From fame and followers to fortune: How person-brands capture value in the creator economy 从名声和追随者到财富：个人品牌如何在创造者经济中获取价值

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-12-01 Epub Date: 2025-03-22 DOI: 10.1016/j.ijresmar.2025.03.004

Pierre-Yann Dolbec , Andrew N. Smith

{"title":"From fame and followers to fortune: How person-brands capture value in the creator economy","authors":"Pierre-Yann Dolbec , Andrew N. Smith","doi":"10.1016/j.ijresmar.2025.03.004","DOIUrl":"10.1016/j.ijresmar.2025.03.004","url":null,"abstract":"<div><div>Person-brands are key market actors in the creator economy, yet we lack a comprehensive understanding about how they capture the value they create. This research answers how by analyzing over 100 person-brands across diverse markets. We develop a novel framework for theorizing value capture by introducing the concept of value capture mode. We then detail three modes—Advertiser, Entrepreneur, and Professional—each involving unique strategies, resource bundling practices, activities, and risks. Our research reveals how person-brands bundle resources from value networks in the creator economy comprising audiences, brands, and platforms. It further explains how person-brands grow value capture through concentration, mode-spanning, and field-bridging approaches, providing insights into value network expansion and extraction by person-brands. We offer recommendations and research avenues for three key actors in the creator economy: person-brands, organizations, and platforms. For person-brands, we recommend targeting high-return opportunities through scalable, recurring, aligned, and recursive activities, and optimizing network positions by building communities, balancing centralization and diversification, establishing direct communication channels, and developing independent platforms. For organizations, we suggest investing in person-brands as partners rather than marketing tools, with specific strategies for each mode. For platforms, we recommend providing tailored tools and features to support person-brands’ value capture efforts in each mode.</div></div>","PeriodicalId":48298,"journal":{"name":"International Journal of Research in Marketing","volume":"42 4","pages":"Pages 1264-1283"},"PeriodicalIF":7.5,"publicationDate":"2025-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145760581","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

Awe helps NFTs. The added value of object-inspired awe for blockchain-based digital art 敬畏可以帮助nft。基于区块链的数字艺术的物体启发的敬畏的附加价值

IF 7.5 2区管理学

International Journal of Research in Marketing Pub Date : 2025-09-01 Epub Date: 2025-05-26 DOI: 10.1016/j.ijresmar.2025.05.002

Jana-Verena Gerhart , Aysu Senyuz , Bernadette Kamleitner

引用次数: 0