Pub Date : 2025-02-05DOI: 10.1016/j.jbusres.2025.115232
Pratima (Tima) Bansal , Ju Young Lee , Alice Mascena , Stephanie Rüegger , Elizabeth M. Miller
Sustainable development offers the promise of economic prosperity into the future by recognizing the importance of sustaining the regenerative capacity of natural resources. Yet, current organizational practices are damaging the natural environment at such a rapid rate that economic development cannot be sustained. In response, many organizations have set targets to reduce their environmental and social impacts to past levels, aiming to restore historical baselines. While learning from the past is essential, we illustrate that an exclusive focus on the past for future actions can actually hamper progress toward sustainability. Instead, we advocate for a future-focused approach that inspires innovative new practices, with specific recommendations for business scholarship.
{"title":"Sustainable development at a temporal crossroads: Learning from the past while focusing on the future","authors":"Pratima (Tima) Bansal , Ju Young Lee , Alice Mascena , Stephanie Rüegger , Elizabeth M. Miller","doi":"10.1016/j.jbusres.2025.115232","DOIUrl":"10.1016/j.jbusres.2025.115232","url":null,"abstract":"<div><div>Sustainable development offers the promise of economic prosperity into the future by recognizing the importance of sustaining the regenerative capacity of natural resources. Yet, current organizational practices are damaging the natural environment at such a rapid rate that economic development cannot be sustained. In response, many organizations have set targets to reduce their environmental and social impacts to past levels, aiming to restore historical baselines. While learning from the past is essential, we illustrate that an exclusive focus on the past for future actions can actually hamper progress toward sustainability. Instead, we advocate for a future-focused approach that inspires innovative new practices, with specific recommendations for business scholarship.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"190 ","pages":"Article 115232"},"PeriodicalIF":10.5,"publicationDate":"2025-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143094995","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-02-05DOI: 10.1016/j.jbusres.2025.115235
Lefa Teng , Chenxin Xie , Xue Huang , Jun Ma
Branding strategy serves as a comprehensive and forward-looking framework that guides firms’ decisions and behaviors. This research highlights the importance of branding strategy in boosting competitiveness and achieving long-term growth, particularly its driving role in firm innovation. Using a combination of qualitative and quantitative analyses, this research elucidates the concept and dimensions of branding strategy to specifically illustrate how the firms implement branding strategy. From the internal and external perspectives, both organization-oriented branding strategy and market-oriented branding strategy are shown to positively influence innovation investment, thereby enhancing brand equity. Further, this research demonstrates that executives’ long-term and innovation-oriented mindsets amplify the positive relationship between dual-oriented branding strategies and innovation investment. These findings contribute a fresh perspective to the interdisciplinary literature on branding and innovation while offering firms nuanced understanding and evaluation criteria for their strategic planning.
{"title":"The effects of dual-oriented branding strategies on brand equity through innovation investment","authors":"Lefa Teng , Chenxin Xie , Xue Huang , Jun Ma","doi":"10.1016/j.jbusres.2025.115235","DOIUrl":"10.1016/j.jbusres.2025.115235","url":null,"abstract":"<div><div>Branding strategy serves as a comprehensive and forward-looking framework that guides firms’ decisions and behaviors. This research highlights the importance of branding strategy in boosting competitiveness and achieving long-term growth, particularly its driving role in firm innovation. Using a combination of qualitative and quantitative analyses, this research elucidates the concept and dimensions of branding strategy to specifically illustrate how the firms implement branding strategy. From the internal and external perspectives, both organization-oriented branding strategy and market-oriented branding strategy are shown to positively influence innovation investment, thereby enhancing brand equity. Further, this research demonstrates that executives’ long-term and innovation-oriented mindsets amplify the positive relationship between dual-oriented branding strategies and innovation investment. These findings contribute a fresh perspective to the interdisciplinary literature on branding and innovation while offering firms nuanced understanding and evaluation criteria for their strategic planning.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"190 ","pages":"Article 115235"},"PeriodicalIF":10.5,"publicationDate":"2025-02-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143094996","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-02-04DOI: 10.1016/j.jbusres.2025.115231
Neil A. Morgan , Ajay Menon , Bernard J. Jaworski , Giuseppe Musarra
The successful implementation of planned marketing strategy is widely held to be an important driver of firm performance. For managers, however, implementing marketing strategy is a time- consuming, problem-ridden process, with frequent failures. Yet, despite past research attention we still have little understanding of why this continues to be the case. This study synthesizes insights from fieldwork interviews, the marketing and strategic management literature, and focus groups with managers to enhance understanding of why implementing marketing strategy is so hard. In delineating important components of marketing strategy implementation, mapping the strategy implementation process, and identifying new causes of common problems inherent in the resulting understanding of the marketing strategy implementation phenomenon, our study offers an explanation for frequently observed gaps between “intended” and “realized” marketing strategy. Strategy implementation is revealed as a complex phenomenon that involves inherent trade-offs between different aspects and stages of implementation, making “silver bullet” solutions to commonly observed marketing strategy implementation problems unlikely. This offers a rich foundation for a new generation of marketing strategy implementation research. We also offer some guidance—with associated downside trade-offs highlighted—for managers to consider in efforts to enhance marketing strategy implementation effectiveness.
{"title":"Marketing strategy implementation: Why is it so hard?","authors":"Neil A. Morgan , Ajay Menon , Bernard J. Jaworski , Giuseppe Musarra","doi":"10.1016/j.jbusres.2025.115231","DOIUrl":"10.1016/j.jbusres.2025.115231","url":null,"abstract":"<div><div>The successful implementation of planned marketing strategy is widely held to be an important driver of firm performance. For managers, however, implementing marketing strategy is a time- consuming, problem-ridden process, with frequent failures. Yet, despite past research attention we still have little understanding of why this continues to be the case. This study synthesizes insights from fieldwork interviews, the marketing and strategic management literature, and focus groups with managers to enhance understanding of why implementing marketing strategy is so hard. In delineating important components of marketing strategy implementation, mapping the strategy implementation process, and identifying new causes of common problems inherent in the resulting understanding of the marketing strategy implementation phenomenon, our study offers an explanation for frequently observed gaps between “intended” and “realized” marketing strategy. Strategy implementation is revealed as a complex phenomenon that involves inherent trade-offs between different aspects and stages of implementation, making “silver bullet” solutions to commonly observed marketing strategy implementation problems unlikely. This offers a rich foundation for a new generation of marketing strategy implementation research. We also offer some guidance—with associated downside trade-offs highlighted—for managers to consider in efforts to enhance marketing strategy implementation effectiveness.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"190 ","pages":"Article 115231"},"PeriodicalIF":10.5,"publicationDate":"2025-02-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143099261","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-02-04DOI: 10.1016/j.jbusres.2025.115197
Judith Anne Garretson Folse , Dora E. Bock , Stephanie M. Mangus , Kristina K. Lindsey Hall
This research examines the effects of dialogical interaction within online chat (DIOC) on satisfaction, given the marketplace prevalence of these online customer–agent interactions and limited scholarly evidence about their impact. Drawing on service-dominant logic, person–environment fit theory, and existing dialogical interaction (DI) literature, the authors assess predictions using six experiments, including one on the live chat platform Slack, to demonstrate that DIOC significantly boosts satisfaction, especially among customers with utilitarian versus hedonic motives. This effect is explained by goal congruency. The authors also investigate boundary conditions where DIOC’s impact varies, finding it more beneficial for utilitarian-motivated customers when customer–agent similarity is low. Further, dialogical interaction with chatbots and human agents yields similar levels of customer satisfaction for utilitarian-motivated customers. In contrast, hedonically driven customers have higher levels of satisfaction when interacting with human agents. These findings offer practical implications for optimizing customers’ experiences in online chats.
{"title":"Online chat encounters: Satisfying customers through dialogical interaction","authors":"Judith Anne Garretson Folse , Dora E. Bock , Stephanie M. Mangus , Kristina K. Lindsey Hall","doi":"10.1016/j.jbusres.2025.115197","DOIUrl":"10.1016/j.jbusres.2025.115197","url":null,"abstract":"<div><div>This research examines the effects of dialogical interaction within online chat (DIOC) on satisfaction, given the marketplace prevalence of these online customer–agent interactions and limited scholarly evidence about their impact. Drawing on service-dominant logic, person–environment fit theory, and existing dialogical interaction (DI) literature, the authors assess predictions using six experiments, including one on the live chat platform Slack, to demonstrate that DIOC significantly boosts satisfaction, especially among customers with utilitarian versus hedonic motives. This effect is explained by goal congruency. The authors also investigate boundary conditions where DIOC’s impact varies, finding it more beneficial for utilitarian-motivated customers when customer–agent similarity is low. Further, dialogical interaction with chatbots and human agents yields similar levels of customer satisfaction for utilitarian-motivated customers. In contrast, hedonically driven customers have higher levels of satisfaction when interacting with human agents. These findings offer practical implications for optimizing customers’ experiences in online chats.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"190 ","pages":"Article 115197"},"PeriodicalIF":10.5,"publicationDate":"2025-02-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143099262","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study explores how concerns around misinformation, data integrity, and information asymmetry fuel psychological reactance among small business owners, impeding their adaptability to climate change initiatives. Through interviews with 25 small business owners across four countries, we uncover this reactance stemming from information risks. We propose the ’Business Ecology Nexus’ framework to address these challenges. Grounded in co-creation and customer engagement principles, this framework manages psychological reactance by balancing ecological and business values, providing a strategic pathway for small businesses to mitigate information risks and drive climate change adaptation. Our work offers actionable recommendations for businesses, climate authorities, technical experts, and policymakers to implement environmental strategies that protect businesses, consumers, and ecosystems.
{"title":"Overcoming reactance to climate change: The business-ecology nexus","authors":"Gajendra Liyanaarachchi , Thilini Chathurika Gamage , Giampaolo Viglia , Florence Charton-Vachet","doi":"10.1016/j.jbusres.2025.115229","DOIUrl":"10.1016/j.jbusres.2025.115229","url":null,"abstract":"<div><div>This study explores how concerns around misinformation, data integrity, and information asymmetry fuel psychological reactance among small business owners, impeding their adaptability to climate change initiatives. Through interviews with 25 small business owners across four countries, we uncover this reactance stemming from information risks. We propose the ’Business Ecology Nexus’ framework to address these challenges. Grounded in co-creation and customer engagement principles, this framework manages psychological reactance by balancing ecological and business values, providing a strategic pathway for small businesses to mitigate information risks and drive climate change adaptation. Our work offers actionable recommendations for businesses, climate authorities, technical experts, and policymakers to implement environmental strategies that protect businesses, consumers, and ecosystems.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"190 ","pages":"Article 115229"},"PeriodicalIF":10.5,"publicationDate":"2025-02-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143094993","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-02-01DOI: 10.1016/j.jbusres.2025.115203
Sunyee Yoon , Danny JM Kim , Jeffrey P. Boichuk
Animal welfare is increasingly attracting attention from both consumers and companies, making it crucial for academics to study the motivations behind consumers’ choices of animal welfare products, which we define as products produced with consideration for the welfare of animals in supply chains. The current research demonstrates that high- (vs. low-) power consumers prefer animal welfare products due to their greater perceived responsibility toward vulnerable and powerless victims (e.g., animals in supply chains). However, when animals are anthropomorphized, low- (vs. high-) power consumers show a greater preference for such products. This reversal happens because high- and low-power consumers no longer differ in their perceived responsibility, as anthropomorphized entities are deemed more autonomous and capable. Conversely, low- (vs. high-) power consumers feel more connected to anthropomorphized animals due to their motives to bond with social targets. This research provides managerial implications to practitioners who wish to promote animal welfare products.
{"title":"Preference for animal welfare products: The effect of power and animal anthropomorphism","authors":"Sunyee Yoon , Danny JM Kim , Jeffrey P. Boichuk","doi":"10.1016/j.jbusres.2025.115203","DOIUrl":"10.1016/j.jbusres.2025.115203","url":null,"abstract":"<div><div>Animal welfare is increasingly attracting attention from both consumers and companies, making it crucial for academics to study the motivations behind consumers’ choices of animal welfare products, which we define as products produced with consideration for the welfare of animals in supply chains. The current research demonstrates that high- (vs. low-) power consumers prefer animal welfare products due to their greater perceived responsibility toward vulnerable and powerless victims (e.g., animals in supply chains). However, when animals are anthropomorphized, low- (vs. high-) power consumers show a greater preference for such products. This reversal happens because high- and low-power consumers no longer differ in their perceived responsibility, as anthropomorphized entities are deemed more autonomous and capable. Conversely, low- (vs. high-) power consumers feel more connected to anthropomorphized animals due to their motives to bond with social targets. This research provides managerial implications to practitioners who wish to promote animal welfare products.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"190 ","pages":"Article 115203"},"PeriodicalIF":10.5,"publicationDate":"2025-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143094998","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-02-01DOI: 10.1016/j.jbusres.2025.115233
Christine Lai-Bennejean , Aaron D Arndt
This research investigates how salesperson autonomy in negotiation decision-making influences their anticipated preparation effort and the setting of initial positions in multi-issue negotiations. While extensive literature examines price negotiations within sales organizations, the factors shaping salespeople’s preparation for multi-issue negotiations remains underexplored. This research focuses on two types of negotiation autonomy, engagement autonomy related to the decision to negotiate and, issue autonomy related to setting specific terms. Three between-subjects scenario-based experimental studies involving 139, 103, and 132 salespeople/customer service employees, respectively, are conducted. The results show that, when granted higher engagement autonomy, salespeople anticipate investing more preparation effort into multi-issue negotiations. We also observed greater anticipated preparation effort when both engagement and issue autonomy related to price were constrained. Yet, this increased anticipated effort was accompanied by more customer-favorable initial positions, suggesting that higher anticipated preparation effort does not necessarily lead to stronger initial positions.
{"title":"Empowering salespeople in complex negotiations: autonomy and leeway in preparation and concession-making","authors":"Christine Lai-Bennejean , Aaron D Arndt","doi":"10.1016/j.jbusres.2025.115233","DOIUrl":"10.1016/j.jbusres.2025.115233","url":null,"abstract":"<div><div>This research investigates how salesperson autonomy in negotiation decision-making influences their anticipated preparation effort and the setting of initial positions in multi-issue negotiations. While extensive literature examines price negotiations within sales organizations, the factors shaping salespeople’s preparation for multi-issue negotiations remains underexplored. This research focuses on two types of negotiation autonomy, engagement autonomy related to the decision to negotiate and, issue autonomy related to setting specific terms. Three between-subjects scenario-based experimental studies involving 139, 103, and 132 salespeople/customer service employees, respectively, are conducted. The results show that, when granted higher engagement autonomy, salespeople anticipate investing more preparation effort into multi-issue negotiations. We also observed greater anticipated preparation effort when both engagement and issue autonomy related to price were constrained. Yet, this increased anticipated effort was accompanied by more customer-favorable initial positions, suggesting that higher anticipated preparation effort does not necessarily lead to stronger initial positions.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"190 ","pages":"Article 115233"},"PeriodicalIF":10.5,"publicationDate":"2025-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143094994","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The rise of Industry 4.0′s digital transformations has revolutionised organisational practices and significantly influenced analysis methods. One effective strategy affected by smart technologies is growth hacking. Growth hacking equips organisations with skills in product enhancement and customer acquisition tools, drastically enhancing efficiency and effectiveness. It strengthens organisations and accelerates growth through agile processes, enabling them to maintain competitive advantages. This study aims to identify and analyse technological resources and their impacts on growth hacking features to familiarise organisations and adopt agile strategies based on learning and creativity. Using a mixed-method approach, a systematic literature review (SLR) and content analysis (CA) uncover growth hacking and smart technology features. The Bayesian best-worst method (BBWM) assesses their importance, while a set-covering based mathematical model identifies key smart technologies that bolster growth hacking features. Accordingly, the growth hacking approach includes seven features, with innovation and creativity being the most important. Furthermore, it was revealed that Big Data and Artificial Intelligence are among the most important technologies impacting the growth hacking features. Interestingly, artificial intelligence has the potential to promote all features and increase the efficiency and speed of analysis in growth hacking.
{"title":"Harnessing technological resources for effective growth hacking: A mixed-method framework using systematic literature review, content analysis, and multi-layer decision-Making","authors":"Hannan Amoozad Mahdiraji , Hojatallah Sharifpour Arabi , Keru Duan , Demetris Vrontis","doi":"10.1016/j.jbusres.2025.115180","DOIUrl":"10.1016/j.jbusres.2025.115180","url":null,"abstract":"<div><div>The rise of Industry 4.0′s digital transformations has revolutionised organisational practices and significantly influenced analysis methods. One effective strategy affected by smart technologies is growth hacking. Growth hacking equips organisations with skills in product enhancement and customer acquisition tools, drastically enhancing efficiency and effectiveness. It strengthens organisations and accelerates growth through agile processes, enabling them to maintain competitive advantages. This study aims to identify and analyse technological resources and their impacts on growth hacking features to familiarise organisations and adopt agile strategies based on learning and creativity. Using a mixed-method approach, a systematic literature review (SLR) and content analysis (CA) uncover growth hacking and smart technology features. The Bayesian best-worst method (BBWM) assesses their importance, while a set-covering based mathematical model identifies key smart technologies that bolster growth hacking features. Accordingly, the growth hacking approach includes seven features, with innovation and creativity being the most important. Furthermore, it was revealed that Big Data and Artificial Intelligence are among the most important technologies impacting the growth hacking features. Interestingly, artificial intelligence has the potential to promote all features and increase the efficiency and speed of analysis in growth hacking.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"190 ","pages":"Article 115180"},"PeriodicalIF":10.5,"publicationDate":"2025-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143094999","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Firms increasingly employ non-market strategies (NMS), including corporate political activity (CPA) and strategic corporate social responsibility (CSR). Yet, the literature has not come to univocal hypotheses on how and under what conditions NMS, alone or jointly, enhances organizational performance.
By adopting an econometric simulation, corroborated by a fsQCA analysis, we unveil various configurations that combine CSR and CPA strategies, with different dimensions of firms’ performance (namely, economic results and access to resources) and the country’s institutional climate. Our analysis relies on a sample of companies that invested in electricity infrastructure projects in sub-Saharan Africa from 2000 to 2014.
Our findings confirm the complex causal nexus between NMS and the firm’s performance. Neither CPA nor CSR alone is sufficient to achieve high organizational performance, but their co-presence is associated with the enhancement of both types of performance, especially in politically unstable environments. Asymmetrically, organizational performances are hindered by the lack of one or the other NMS, independently of the political climate.
{"title":"Non-market strategies and firms’ organizational performance. Evidence from the energy sector in Sub-Saharan Africa","authors":"Francesca Albino , Jonathan Doh , Paola Garrone , Lucia Piscitello","doi":"10.1016/j.jbusres.2025.115211","DOIUrl":"10.1016/j.jbusres.2025.115211","url":null,"abstract":"<div><div>Firms increasingly employ non-market strategies (NMS), including corporate political activity (CPA) and strategic corporate social responsibility (CSR). Yet, the literature has not come to univocal hypotheses on how and under what conditions NMS, alone or jointly, enhances organizational performance.</div><div>By adopting an econometric simulation, corroborated by a fsQCA analysis, we unveil various configurations that combine CSR and CPA strategies, with different dimensions of firms’ performance (namely, economic results and access to resources) and the country’s institutional climate. Our analysis relies on a sample of companies that invested in electricity infrastructure projects in sub-Saharan Africa from 2000 to 2014.</div><div>Our findings confirm the complex causal nexus between NMS and the firm’s performance. Neither CPA nor CSR alone is sufficient to achieve high organizational performance, but their co-presence is associated with the enhancement of both types of performance, especially in politically unstable environments. Asymmetrically, organizational performances are hindered by the lack of one or the other NMS, independently of the political climate.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"190 ","pages":"Article 115211"},"PeriodicalIF":10.5,"publicationDate":"2025-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143094997","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2025-01-30DOI: 10.1016/j.jbusres.2025.115193
Yun Zhang , Xia Li , Rongqin Liu , Qinghong Shuai , Caiyan Huang
Given the pivotal role streamers play in live streaming commerce, this study explores the influences of their facial features on consumer purchase intention, drawing on the modified Brunswikian lens model and stereotype content model. By identifying invariant (i.e., eye size, mouth width and facial width-to-height ratio) and changeable (i.e., facial expressions and eye gaze) facial features, we found that facial cues (e.g., eye size, mouth width, and facial expressions) of streamers significantly impact perceptions of warmth and competence, which further impact purchase intention. Our findings illuminate the subtle dynamics of how streamers’ facial characteristics sway consumer purchase intention, providing insightful implications for leveraging these features for marketing success in live streaming commerce.
{"title":"How facial cues of streamers drive purchase intention in live streaming commerce: Based on a lens model","authors":"Yun Zhang , Xia Li , Rongqin Liu , Qinghong Shuai , Caiyan Huang","doi":"10.1016/j.jbusres.2025.115193","DOIUrl":"10.1016/j.jbusres.2025.115193","url":null,"abstract":"<div><div>Given the pivotal role streamers play in live streaming commerce, this study explores the influences of their facial features on consumer purchase intention, drawing on the modified Brunswikian lens model and stereotype content model. By identifying invariant (i.e., eye size, mouth width and facial width-to-height ratio) and changeable (i.e., facial expressions and eye gaze) facial features, we found that facial cues (e.g., eye size, mouth width, and facial expressions) of streamers significantly impact perceptions of warmth and competence, which further impact purchase intention. Our findings illuminate the subtle dynamics of how streamers’ facial characteristics sway consumer purchase intention, providing insightful implications for leveraging these features for marketing success in live streaming commerce.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"190 ","pages":"Article 115193"},"PeriodicalIF":10.5,"publicationDate":"2025-01-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143095000","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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