European Journal of Marketing最新文献

{"title":"How consumers with hedonic (vs utilitarian) purchase motive use item-price (vs price-item) presentation order as a mechanism to justify their hedonic purchase","authors":"Jungsil Choi, Hyun Young Park","doi":"10.1108/ejm-08-2022-0583","DOIUrl":"https://doi.org/10.1108/ejm-08-2022-0583","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to investigate the moderating role of hedonic and utilitarian purchase motives for the presentation order effect. Although past research finds that presenting item first and price later (e.g. 70 items for $29) increases consumers’ purchase intention more than presenting the information in the opposite order (e.g. $29 for 70 items), the effect was mostly examined in a hedonic consumption context. This study examines whether the effect is applicable for hedonic purchases but is less applicable for utilitarian purchases, and why.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Seven experiments tested the moderating effect of purchase motives for the presentation order effect. Two serial mediation analyses were conducted to examine the underlying mechanism.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The “item-price” (vs “price-item”) order increases hedonic purchases, but not utilitarian purchases. Because consumers feel guilty about hedonic purchases, they engage in motivated information processing to perceive greater value from their hedonic purchase when item (benefit) information is presented first and price (cost) information is presented later. Perceiving greater value reduces guilt, which consequently increases hedonic purchases. In contrast, the order effect is not observed for utilitarian purchases that do not elicit guilt. When a price discount is offered, the order effect is reversed because actual savings justify hedonic purchases better than perceived savings resulting from motivated information processing.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>When promoting hedonic products, marketers are recommended to present item information before price information, unless a price discount is offered, in which case the price should be presented first.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research introduces a novel moderator for the presentation order effect and a novel underlying mechanism, driven by the motivation to alleviate guilt associated with hedonic purchases.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-05-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141149120","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Going beyond the untold facts in PLS–SEM and moving forward","authors":"Joe F. Hair, Marko Sarstedt, Christian M. Ringle, Pratyush N. Sharma, Benjamin Dybro Liengaard","doi":"10.1108/ejm-08-2023-0645","DOIUrl":"https://doi.org/10.1108/ejm-08-2023-0645","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to discuss recent criticism related to partial least squares structural equation modeling (PLS-SEM).</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Using a combination of literature reviews, empirical examples, and simulation evidence, this research demonstrates that critical accounts of PLS-SEM paint an overly negative picture of PLS-SEM’s capabilities.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Criticisms of PLS-SEM often generalize from boundary conditions with little practical relevance to the method’s general performance, and disregard the metrics and analyses (e.g., Type I error assessment) that are important when assessing the method’s efficacy.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>We believe the alleged “fallacies” and “untold facts” have already been addressed in prior research and that the discussion should shift toward constructive avenues by exploring future research areas that are relevant to PLS-SEM applications.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>All statistical methods, including PLS-SEM, have strengths and weaknesses. Researchers need to consider established guidelines and recent advancements when using the method, especially given the fast pace of developments in the field.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research addresses criticisms of PLS-SEM and offers researchers, reviewers, and journal editors a more constructive view of its capabilities.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-05-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141258557","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Conceptualizing ephemerality in online marketing communication for consumers and firms","authors":"Lane Wakefield","doi":"10.1108/ejm-05-2022-0366","DOIUrl":"https://doi.org/10.1108/ejm-05-2022-0366","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Consumers send billions of messages with high ephemerality each day, yet the effects of this type of communication are relatively unknown. Online ephemeral communication refers to sending and receiving information with a predetermined, finite lifespan in computer-mediated environments. The purpose of this paper is to conceptually understand online marketing communications with high ephemerality relative to messages with low ephemerality within a consumer’s goal system.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This paper is an attempt to conceptually understand how high ephemerality differs from low ephemerality, particularly as online ephemeral communication has emerged and is widely used by consumers and firms. Goal systems theory is applied to understand how ephemerality is a means for consumers to reach their communication goals.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Consumers are more likely to use messages with high ephemerality to impress with narrowly relevant content, regulate emotions, build social relationships, persuade others through peripheral cues and protect privacy, but messages with high ephemerality are less likely to help consumers manage their impression, acquire or share useful information or present strong arguments. It is also proposed that messages with high ephemerality can help marketers increase interest through frequent peripheral cues, including fun and friendly content, drive sales by creating a sense of urgency and increase loyalty, but are less likely to increase awareness, build interest through flattering or informative content or drive sales through transactional messages.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This study primarily advances the goal systems literature by introducing ephemerality. The defining feature of ephemerality, lifespan, also has research implications for studies of word-of-mouth marketing. The propositions in this study are ready for empirical investigation as to when consumers and firms choose to send messages with low or high ephemerality.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Firms need to understand how consumers are using messages sent with low and high ephemerality in order for firms to best move consumers through the sales funnel.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of the author’s knowledge, this is the first paper to differentiate messages with low and high ephemerality, identify the presence and effects of ephemerality in offline and online communication and explain how and why sending messages with low or high ephemerality can help consumers and firms reach their communication goals. There is only one other paper in marketing on ephemerality in online marketing communications and no other conceptual work.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-05-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141169767","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Having less or saving more: the role of social responsibility perception in reducing guilt over luxury purchases","authors":"Sameeullah Khan, A. Fazili, Park Thaichon, S. Quach, Mohd Ashraf Parry, Irfan Bashir","doi":"10.1108/ejm-10-2022-0744","DOIUrl":"https://doi.org/10.1108/ejm-10-2022-0744","url":null,"abstract":"\u0000Purpose\u0000This paper aims to challenge the notion that “having-less” – limiting consumption of scarce resources to a select few – represents a social responsibility route toward guilt reduction. It rather argues that “saving-more” – the purposeful pursuit of conscious and collaborative consumption – captures consumers’ true representations of responsible luxury which in turn reduces anticipated guilt.\u0000\u0000\u0000Design/methodology/approach\u0000Six experiments using different operationalizations of saving-more (vs. having-less) and a mix of fictitious and real luxury brands were conducted on real luxury buyers.\u0000\u0000\u0000Findings\u0000The findings demonstrate that saving-more (vs. having-less) leads to a stronger purchase intention; an effect explained by a higher responsible luxury perception and lower anticipated guilt associated with saving-more (vs. having-less). Furthermore, the ability of saving-more (vs. having-less) in building responsible luxury perception and reducing anticipated guilt is stronger (vs. weaker) when luxury is distributed based on deservingness (vs. entitlement).\u0000\u0000\u0000Research limitations/implications\u0000This research proposes a novel distinction between two responsible luxury approaches: promoting limited consumption for business goals, that is, having-less and promoting conscious consumption for societal goals, that is, saving-more.\u0000\u0000\u0000Practical implications\u0000Brand managers can enhance responsible luxury perception and reduce consumer guilt through corporate communication, product communication and collaborative product accessibility modes. Managers must also convince consumers that their access to luxury is based on real achievements.\u0000\u0000\u0000Originality/value\u0000This study empirically invalidates the notion that merely invoking scarcity and rarity tactics is an expression of social responsibility. It integrates social responsibility and fairness accounts of guilt into a coherent theory of guilt over luxury consumption.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-05-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141098258","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The role of health-related claims and situational skepticism on consumers’ food choices","authors":"Vartika Chaudhary, Dinesh Sharma, Anish Nagpal, Arti D. Kalro","doi":"10.1108/ejm-08-2022-0621","DOIUrl":"https://doi.org/10.1108/ejm-08-2022-0621","url":null,"abstract":"\u0000Purpose\u0000This paper aims to examine the effect of three types of health-related claims (health, nutrition and ingredient) and product healthiness on situational skepticism toward the claims that appear on the front-of-package of food products. The effect of situational skepticism on the purchase intention of the product is further examined.\u0000\u0000\u0000Design/methodology/approach\u0000Two experimental studies were conducted with a 3 (health-related claims: health claim vs nutrition claim vs ingredient claim) × 2 (product healthiness: healthy vs unhealthy) between-subjects factorial design. Study 1 investigates the effects within a single product category (Biscuits) and Study 2 the effects across product categories (Salad and Pizza).\u0000\u0000\u0000Findings\u0000The results demonstrate that situational skepticism is the highest for health claims, followed by nutrition claims and the least for ingredient claims. In addition, situational skepticism is higher for claims appearing on unhealthy products vis-à-vis healthy ones. Finally, situational skepticism mediates the relationship between claim type, product healthiness and product purchase intention.\u0000\u0000\u0000Research limitations/implications\u0000This study contributes to the field of nutrition labeling by advancing research on information processing of nutrition labels through the lens of the persuasion knowledge model (Friestad and Wright, 1994). Specifically, this study contributes to a nuanced understanding of claim formats on how the language properties of the claim – its vagueness, specificity and verifiability – can affect consumer perception. This study finds that higher specificity, verifiability and lower vagueness of ingredient claims lead to lower skepticism and hence higher purchase intention.\u0000\u0000\u0000Practical implications\u0000Furthermore, this study incrementally contributes to the ongoing discussion about the claim–carrier combination by showing that health-related claims are better perceived on healthy compared to unhealthy products. Hence, managers should avoid health washing, as this can backfire and cause harm to the reputation of the firm.\u0000\u0000\u0000Social implications\u0000From a public policy point of view, this study makes a case for strong monitoring and regulations of ingredient claims, as consumers believe these claims easily and hence can be misled by false ingredient claims made by unethical marketers.\u0000\u0000\u0000Originality/value\u0000The scope of research on skepticism has largely been limited to examining a general individual tendency of being suspicious (i.e. dispositional skepticism) in health-related claims as well as other areas of marketing. In this research, the authors extend the scope by examining how specific types of claims (health vs nutrition vs ingredient) and product healthiness jointly impact consumer skepticism, i.e. situational skepticism.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-05-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141118034","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Social purpose branding approaches: a typology of how brands engage with a social purpose","authors":"Harriet Gray, Rebecca Dolan, Dean Wilkie, Jodie Conduit, Amelie Burgess","doi":"10.1108/ejm-08-2022-0588","DOIUrl":"https://doi.org/10.1108/ejm-08-2022-0588","url":null,"abstract":"\u0000Purpose\u0000As brands progressively become instruments for consumers to advocate for social change, many feel pressure to engage in social purpose branding (SPB) through addressing social issues. In a rush to remain socially relevant, brands have approached SPB differently; some genuinely intend to advance the social issue, while some intend to capitalise on social movements to mobilise the brand. This paper aims to explain these differences by theoretically outlining various approaches to SPB.\u0000\u0000\u0000Design/methodology/approach\u0000This mixed method paper draws on theory, interviews with marketing practitioners, and practical exemplars to present a typology of SPB approaches. \u0000\u0000\u0000Findings\u0000Using institutional logics theory, SPB is categorised into four approaches: social purpose-driving, social purpose-driven, social purpose-aligning and social purpose-washing.\u0000\u0000\u0000Research limitations/implications\u0000The typological framework for SPB advances this domain to outline effective and ineffective ways for brands to engage with social issues. A detailed agenda for further research is provided to guide ongoing SPB research. \u0000\u0000\u0000Practical implications\u0000The typology presented reduces complexity and helps marketers understand the different approaches to engaging with a social issue. Given the growing intertwinement of brands and social issues, this research is essential for brands seeking to advance a social issue and remain relevant.\u0000\u0000\u0000Originality/value\u0000This paper offers a novel conceptualisation of SPB by defining it, identifying a framework of its characteristics, and detailing four SPB approaches. \u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140961856","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"How consumers evaluate costs in complex services: the case of mutual fund fees","authors":"Jonas Nilsson, Jeanette Carlsson Hauff, Anders Carlander","doi":"10.1108/ejm-06-2021-0466","DOIUrl":"https://doi.org/10.1108/ejm-06-2021-0466","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>In modern societies, consumer well-being is dependent on choices regarding complex services, such as investments, health care, insurance and lending. However, evaluating costs of such services is often difficult for consumers due to a combination of limited cognitive resources and complexity of the service. The purpose of this study is to empirically examine to what extent three specific consequences of complexity influence consumer tendencies to make mistakes when evaluating the costs (or price) of complex services.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Three studies were conducted (survey: <em>n</em> = 153, experiment: <em>n</em> = 332 and conjoint analysis: <em>n</em> = 225), all focusing on how consumers evaluate costs in the complex mutual fund setting.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The authors find that consumers struggle with estimating and using cost information in decision-making in the complex services setting. Consumers of complex services frequently underestimate the costs over the long-term, may see costs as a signal of service quality and are susceptible to influence from presentation formats when evaluating costs.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The study investigates mutual funds, which is one example of a complex service. In order to get a full picture of how consumers deal with costs in complex setting, future research needs to expand this focus to other types of complex services.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The results have implications for both marketers of complex services and policymakers. For marketers, this paper highlights that competing with a low-cost strategy may be difficult in the complex services setting as consumers may lack the ability to actually evaluate what they pay over the long term. For policymakers, increased simplification of prices may be an attractive option. However, it is important that this simplification is done in a way that increases the possibility to compare prices.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>As complexity influences several aspects of decision-making, an understanding of how consumers evaluate costs in complex settings is dependent on taking a multidimensional research approach. This paper makes a novel contribution to the literature on pricing by showing that consumers struggle with multiple aspects when evaluating costs in complex contexts. Understanding these effects is important to policy, as well as to research on the cognitive value of simplicity that is currently gaining traction in marketing research.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141258559","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Relationship qualities of brand heritage: warmth, competence and the moderating roles of anthropomorphic factors","authors":"Caroline Meyer, Bente Henrike Albert, Gregory Rose, Ulrich R. Orth","doi":"10.1108/ejm-06-2021-0417","DOIUrl":"https://doi.org/10.1108/ejm-06-2021-0417","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Research has started exploring how brand heritage perceptions affect people. However, little attention has been paid to the underlying mechanisms and the link between brand heritage and relational outcomes. This study aims to integrate research on brand heritage with the stereotype-content model (SCM) to offer a novel explanation of why and when consumers identify with heritage brands.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Two quasi-experimental studies with consumers in Germany (<em>N</em> = 312 and <em>N</em> = 300) focus on multiple real brands to test the mediating roles of warmth and competence. Given the central role of anthropomorphism in brand applications of the SCM, two corresponding variables are examined as moderators, one relating to the brand (brand anthropomorphism) and the other relating to the individual (a person’s feeling of loneliness). Category involvement, state anxiety, brand familiarity, past orientation and consumer age are included as controls.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings indicate that warmth and competence mediate the brand heritage consumer–brand identification relationship. In addition, they highlight the moderating role of brand anthropomorphism and loneliness.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This study offers a novel process explanation for how brand heritage perceptions influence consumer–brand relationships, contingent upon loneliness and anthropomorphism.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The findings help marketers better understand how and when warmth and competence transmit positive brand heritage effects, resulting in more favorable responses.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of the authors’ knowledge, this work is among the first to adopt a stereotype-content and anthropomorphic perspective on consumer responses to brand heritage perceptions.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-05-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140941132","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Who can afford to blame? Sender effects in blame-shifting crisis communications","authors":"Paolo Antonetti, Ilaria Baghi","doi":"10.1108/ejm-05-2022-0331","DOIUrl":"https://doi.org/10.1108/ejm-05-2022-0331","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>When companies face a crisis, they sometimes deliver blame-shifting communications, trying to shift blame onto another actor to protect their reputation. While previous research has considered how different features of the message affect its persuasiveness, little is known about whether specific senders can blame more effectively. This paper aims to contribute to research in this domain through an investigation of the sender’s social perception as a critical moderator to the persuasiveness of blame shifting.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The authors conduct four between-subjects scenario experiments to test the research hypotheses. In each experiment, participants are presented with a realistic crisis scenario and the crisis communications delivered by the company. The authors assess the extent to which perceptions of the sender influence the message’s ability to reduce negative word-of-mouth intentions and to increase purchase intentions.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The authors show that blame shifting is more likely to be effective when deployed by senders that are small (Study 1) or have a positive CSR track record (Study 2). Furthermore, The authors find that even large senders can successfully deploy blame shifting if they can benefit from being known for their CSR programs (Study 3). Finally, the authors show that the effect of blame shifting depends on the receiver’s level of concern about the crisis: stakeholders significantly concerned by the crisis reject blame-shifting communications (Study 4).</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Further research should examine the impact of information about brand competence on blame-shifting effectiveness. Further research is also needed to explore sender effects for other defensive crisis communication strategies such as denial or the use of excuses or justifications.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The study offers critical information for marketers considering the use of defensive crisis communications strategies such as blame shifting.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The study extends the understanding of how sender effects influence blame-shifting communications. The analysis allows us to clarify why this strategy is effective for certain senders and certain receivers while, for others, it tends to backfire. Blame shifting backfires for large senders unless they can boast a strong CSR record.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-04-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140812981","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Consumer responses to CEO activism: an impression management approach","authors":"Frank Gregory Cabano, Mengge Li, Fernando R. Jiménez","doi":"10.1108/ejm-07-2022-0553","DOIUrl":"https://doi.org/10.1108/ejm-07-2022-0553","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to examine how and why consumers respond to chief executive officer (CEO) activism on social media. The authors developed a conceptual model that proposes impression management as a mechanism for consumer response to CEO activism.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>In Study 1a, the authors examined 83,259 tweets from 90 CEOs and compared consumer responses between controversial and noncontroversial tweets. In Study 1b, the authors replicated the analysis, using a machine-learning topic modeling approach. In Studies 2 and 3, the authors used experimental designs to test the theoretical mechanism.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>On average, consumers tend to respond more to CEO posts dealing with noncontroversial issues. Consumers’ relative reluctance to like and share controversial posts is motivated by fear of rejection. However, CEO fame reverses this effect. Consumers are more likely to engage in controversial activist threads by popular CEOs. This effect holds for consumers high (vs low) in public self-consciousness. CEO fame serves as a “shield” behind which consumers protect their online image.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The study focused on Twitter (aka “X”) in the USA. Future research may replicate the study in other social media platforms and countries. The authors introduce “shielding” – liking and sharing content authored by a recognizable source – as a tactic for impression management on social media.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Famous CEOs should speak up about controversial issues on social media because their voice helps consumers engage more in such conversations.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This paper offers a theoretical framework to understand consumer reactions to CEO activism.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-04-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140613362","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}