In this article, we define and develop the concept of avant-garde market driving, a process whereby producers transform an industry by rebelling against the status quo as a means of social-industrial critique rather than in response to market demand. Avant-garde market driving is primarily driven by a desire to rebel against the status quo, at the expense of widespread acceptance; it involves a multiplicity of like-minded individuals such as other producers, intermediaries and consumers; it occurs particularly in contexts where like-minded consumers seek hedonic or aesthetic novelty or social distinction. Breaking new ground comes with substantial challenges. How do rebel producers overcome the challenges of introducing radically different products and successfully sustain avant-garde market driving? Analyzing the wine market in France, we find that avant-garde market driving is initiated and sustained by symbolic disruption and vertical collaboration among producers and intermediaries. This process can provide a strategic advantage to smaller, low-status firms. Based on our analysis, we provide actionable recommendations for producers and intermediaries who wish to engage in avant-garde market driving.
{"title":"EXPRESS: Avant-garde Market Driving","authors":"Delphine Dion, Gregory Carpenter, Ashlee Humphreys","doi":"10.1177/00222429251377752","DOIUrl":"https://doi.org/10.1177/00222429251377752","url":null,"abstract":"In this article, we define and develop the concept of avant-garde market driving, a process whereby producers transform an industry by rebelling against the status quo as a means of social-industrial critique rather than in response to market demand. Avant-garde market driving is primarily driven by a desire to rebel against the status quo, at the expense of widespread acceptance; it involves a multiplicity of like-minded individuals such as other producers, intermediaries and consumers; it occurs particularly in contexts where like-minded consumers seek hedonic or aesthetic novelty or social distinction. Breaking new ground comes with substantial challenges. How do rebel producers overcome the challenges of introducing radically different products and successfully sustain avant-garde market driving? Analyzing the wine market in France, we find that avant-garde market driving is initiated and sustained by symbolic disruption and vertical collaboration among producers and intermediaries. This process can provide a strategic advantage to smaller, low-status firms. Based on our analysis, we provide actionable recommendations for producers and intermediaries who wish to engage in avant-garde market driving.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"25 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144924454","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 : 2025-08-26DOI: 10.1177/00222429251375403
Daniel Villanova, Rajesh Bagchi
Consumers are often faced with multiple unit offers (e.g., $40 for 5 lbs of coffee) in the marketplace and must figure out how to evaluate them. While the total price (e.g., $40) is always provided, the associated rate information is not (e.g., $8/lb for coffee). The focus of this research is on understanding the role that these rates play in influencing consumer decision-making. The authors find that regardless of whether rates are provided by managers or calculated by consumers, consumers are more sensitive to promotional offers with dollar per unit (vs. unit per dollar) rates because dollar per unit rates increase price salience. Additionally, when rate information is not provided, the authors document how these rates are computed by consumers. The authors find that consumers prefer to use the larger numerosity element as their rate’s numerator, which leads to calculating units per dollar rates when the multiple unit offer’s quantity is larger in numerosity than the price but dollars per unit rates when price is larger in numerosity than the quantity. The authors discuss theoretical, practical, and policy implications.
{"title":"EXPRESS: Multiple Unit Offers and Rate Calculations: How Rates Influence Price and Promotion Sensitivity","authors":"Daniel Villanova, Rajesh Bagchi","doi":"10.1177/00222429251375403","DOIUrl":"https://doi.org/10.1177/00222429251375403","url":null,"abstract":"Consumers are often faced with multiple unit offers (e.g., $40 for 5 lbs of coffee) in the marketplace and must figure out how to evaluate them. While the total price (e.g., $40) is always provided, the associated rate information is not (e.g., $8/lb for coffee). The focus of this research is on understanding the role that these rates play in influencing consumer decision-making. The authors find that regardless of whether rates are provided by managers or calculated by consumers, consumers are more sensitive to promotional offers with dollar per unit (vs. unit per dollar) rates because dollar per unit rates increase price salience. Additionally, when rate information is not provided, the authors document how these rates are computed by consumers. The authors find that consumers prefer to use the larger numerosity element as their rate’s numerator, which leads to calculating units per dollar rates when the multiple unit offer’s quantity is larger in numerosity than the price but dollars per unit rates when price is larger in numerosity than the quantity. The authors discuss theoretical, practical, and policy implications.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"1 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-08-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144897879","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 : 2025-08-13DOI: 10.1177/00222429251371702
Hauke Roggenkamp, Johannes Boegershausen, Christian Hildebrand
This article introduces Digital In-Context Experiments (DICE), an experimental paradigm that enables researchers to study entire social media feeds while tracking users’ granular behavioral data at the post level. Current research paradigms (vignette-based experiments, online platform studies, and observational studies) predominantly focus on isolated social media posts without examining how users consume content within the broader context of a feed. This isolation overlooks the competing attention between content (e.g., sponsored posts or ads) within a feed and contextual spillovers that occur when users scroll through continuous streams of content. DICE complements existing paradigms by presenting posts within scrollable feeds , more closely resembling how users experience content on social media. This allows researchers to systematically manipulate entire feed compositions while unobtrusively tracking participants’ scrolling behavior. To demonstrate the potential of DICE, the article presents two illustrative case studies that examine contextual spillovers and predict ad recall in environments where content competes for attention. The authors conclude with directions for future research and managerial perspectives derived from expert interviews with marketing professionals. An accompanying open-source app, available at https://dice-app.org , enables researchers to conveniently integrate the experimental paradigm into their preferred workflow.
{"title":"EXPRESS: Dice: Advancing Social Media Research through Digital In-Context Experiments","authors":"Hauke Roggenkamp, Johannes Boegershausen, Christian Hildebrand","doi":"10.1177/00222429251371702","DOIUrl":"https://doi.org/10.1177/00222429251371702","url":null,"abstract":"This article introduces Digital In-Context Experiments (DICE), an experimental paradigm that enables researchers to study entire social media feeds while tracking users’ granular behavioral data at the post level. Current research paradigms (vignette-based experiments, online platform studies, and observational studies) predominantly focus on isolated social media posts without examining how users consume content within the broader context of a feed. This isolation overlooks the competing attention between content (e.g., sponsored posts or ads) within a feed and contextual spillovers that occur when users scroll through continuous streams of content. DICE complements existing paradigms by presenting posts within <jats:italic>scrollable feeds</jats:italic> , more closely resembling how users experience content on social media. This allows researchers to systematically manipulate entire feed compositions while unobtrusively tracking participants’ scrolling behavior. To demonstrate the potential of DICE, the article presents two illustrative case studies that examine contextual spillovers and predict ad recall in environments where content competes for attention. The authors conclude with directions for future research and managerial perspectives derived from expert interviews with marketing professionals. An accompanying open-source app, available at <jats:ext-link xmlns:xlink=\"http://www.w3.org/1999/xlink\" ext-link-type=\"uri\" xlink:href=\"https://dice-app.org\">https://dice-app.org</jats:ext-link> , enables researchers to conveniently integrate the experimental paradigm into their preferred workflow.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"177 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-08-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144897955","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 : 2025-08-11DOI: 10.1177/00222429251370752
CHIRAAG MITTAL, REZA MOUSAVI, KELLY L. HAWS
We investigate how acute stress and social support jointly influence indulgent food decision making using lab experiments and a unique combination of large-scale datasets. Our experiments reveal that social support moderates the effect of stress on indulgent food choices, with individuals with lower support more likely to indulge under stress. We argue that this occurs because social support provides psychological resources that help individuals regulate their behavior under stress. Using a process-by-moderation approach, we demonstrate that providing contextual support, enhancing perceived control, and promoting deliberative thinking attenuate the effect of low social support on indulgent behavior under stress. At a broader level, we test these predictions by analyzing the impact of Hurricane Sandy, an exogenous stressor, on indulgent food purchases. A Difference-in-Difference (DiD) analysis in a natural experiment reveals that while Sandy-affected areas experienced a significant rise in indulgent food sales, this increase was attenuated in communities with higher social support, suggesting that the availability of social resources plays a critical role in moderating stress-driven consumption. Together, our research highlights how social support shapes stress-induced consumption patterns and identifies novel factors that affect indulgent food choices on a real-world and large-scale basis.
{"title":"EXPRESS: Healthy Relationships and Healthy Eating: How Stressful Events and Social Support Affect Indulgence","authors":"CHIRAAG MITTAL, REZA MOUSAVI, KELLY L. HAWS","doi":"10.1177/00222429251370752","DOIUrl":"https://doi.org/10.1177/00222429251370752","url":null,"abstract":"We investigate how acute stress and social support jointly influence indulgent food decision making using lab experiments and a unique combination of large-scale datasets. Our experiments reveal that social support moderates the effect of stress on indulgent food choices, with individuals with lower support more likely to indulge under stress. We argue that this occurs because social support provides psychological resources that help individuals regulate their behavior under stress. Using a process-by-moderation approach, we demonstrate that providing contextual support, enhancing perceived control, and promoting deliberative thinking attenuate the effect of low social support on indulgent behavior under stress. At a broader level, we test these predictions by analyzing the impact of Hurricane Sandy, an exogenous stressor, on indulgent food purchases. A Difference-in-Difference (DiD) analysis in a natural experiment reveals that while Sandy-affected areas experienced a significant rise in indulgent food sales, this increase was attenuated in communities with higher social support, suggesting that the availability of social resources plays a critical role in moderating stress-driven consumption. Together, our research highlights how social support shapes stress-induced consumption patterns and identifies novel factors that affect indulgent food choices on a real-world and large-scale basis.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"14 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-08-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144897959","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 : 2025-07-31DOI: 10.1177/00222429251367342
Jordan W. Moffett, Natalie Chisam, Kelly D. Martin, Robert W. Palmatier
To address rising customer concerns about data privacy, some firms adopt strong privacy practices. However, such investments are costly, both financially and in terms of limiting the ability to leverage customer data, leading many firms to treat privacy primarily as a risk to be managed. The current research proposes a different perspective, in which data privacy is a strategic opportunity. Specifically, this article introduces the concept of customer data privacy stewardship : a customer-facing, strategic approach to responsible data privacy management. With three multimethod studies, the authors establish a positive relationship of privacy stewardship with performance at firm, brand, and customer levels. Critically, the strength of this beneficial relationship depends on customers’ perceptions of firms’ motives, such that data dependence weakens the relationship, but brand affinity strengthens it. The relationship also varies with perceptions of data risk; a history of data breaches strengthens the relationship, and strong industry-level protections weaken it. Customers’ perceptions of privacy benevolence and privacy concerns mediate the positive relationship between privacy stewardship and performance too. By moving beyond risk mitigation to emphasize strategic value creation, this conceptualization advances privacy research and offers actionable guidance for aligning privacy stewardship with public perceptions of firm motives and data risk.
{"title":"EXPRESS: Customer Data Privacy Stewardship","authors":"Jordan W. Moffett, Natalie Chisam, Kelly D. Martin, Robert W. Palmatier","doi":"10.1177/00222429251367342","DOIUrl":"https://doi.org/10.1177/00222429251367342","url":null,"abstract":"To address rising customer concerns about data privacy, some firms adopt strong privacy practices. However, such investments are costly, both financially and in terms of limiting the ability to leverage customer data, leading many firms to treat privacy primarily as a risk to be managed. The current research proposes a different perspective, in which data privacy is a strategic opportunity. Specifically, this article introduces the concept of <jats:italic>customer data privacy stewardship</jats:italic> : a customer-facing, strategic approach to responsible data privacy management. With three multimethod studies, the authors establish a positive relationship of privacy stewardship with performance at firm, brand, and customer levels. Critically, the strength of this beneficial relationship depends on customers’ perceptions of firms’ motives, such that data dependence weakens the relationship, but brand affinity strengthens it. The relationship also varies with perceptions of data risk; a history of data breaches strengthens the relationship, and strong industry-level protections weaken it. Customers’ perceptions of privacy benevolence and privacy concerns mediate the positive relationship between privacy stewardship and performance too. By moving beyond risk mitigation to emphasize strategic value creation, this conceptualization advances privacy research and offers actionable guidance for aligning privacy stewardship with public perceptions of firm motives and data risk.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"27 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144748242","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 : 2025-07-25DOI: 10.1177/00222429251365531
Jingjing Ma, Yuanjie Zhao, Yitian (Sky) Liang
Charitable donations are increasingly shifting to online fundraising platforms, where numerous campaigns are displayed simultaneously. This research examines the role of campaign titles in attracting online traffic in this competitive environment, focusing specifically on a major category of medical fundraising. While fundraisers commonly include the names of critical illnesses in campaign titles (critical illness titles), our findings suggest that this emotion-laden driver can negatively impact donation performance. A series of seven studies—combining secondary data, field and controlled experiments—provides robust evidence for this undesirable critical illness title effect. Moreover, three studies offer mediation and moderation evidence showing that anticipated distress drives this effect. Donors tend to avoid critical illness title campaigns, opting instead for alternatives that still allow them to express empathy. However, this effect diminishes when there is a non-distress cue or when the alternatives are non-justifiable. This research contributes to the literature on charitable crowdfunding, prosocial behavior, and title effect, offering important practical implications for fundraisers.
{"title":"EXPRESS: Too Painful to Donate: Why Don’t People Donate to Critical Illness Campaigns?","authors":"Jingjing Ma, Yuanjie Zhao, Yitian (Sky) Liang","doi":"10.1177/00222429251365531","DOIUrl":"https://doi.org/10.1177/00222429251365531","url":null,"abstract":"Charitable donations are increasingly shifting to online fundraising platforms, where numerous campaigns are displayed simultaneously. This research examines the role of campaign titles in attracting online traffic in this competitive environment, focusing specifically on a major category of medical fundraising. While fundraisers commonly include the names of critical illnesses in campaign titles (critical illness titles), our findings suggest that this emotion-laden driver can negatively impact donation performance. A series of seven studies—combining secondary data, field and controlled experiments—provides robust evidence for this undesirable critical illness title effect. Moreover, three studies offer mediation and moderation evidence showing that anticipated distress drives this effect. Donors tend to avoid critical illness title campaigns, opting instead for alternatives that still allow them to express empathy. However, this effect diminishes when there is a non-distress cue or when the alternatives are non-justifiable. This research contributes to the literature on charitable crowdfunding, prosocial behavior, and title effect, offering important practical implications for fundraisers.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"128 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144712310","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 : 2025-07-25DOI: 10.1177/00222429251365883
Matt Meister, Nicholas Reinholtz
Experience with a product is shaped by two things: (i) aspects of the product itself and (ii) aspects of the environment in which the product is consumed. This paper documents evidence that when translating their experiences into ratings for products, consumers overly attribute their experience to products, and under-attribute experience to context—the environment in which the product is consumed. First, 218,918 ratings collected from REI.com demonstrate that ratings for cold-weather gear (products designed to keep people warm) are positively correlated with temperature: These products get lower ratings when the weather is cold and higher ratings when the weather is warm, controlling for climate and season. Ratings for other products (e.g., bicycles, tents, skis) are not affected by temperature. This effect generalizes to other products and contexts both in the REI data (e.g., rain jackets and rain) and in a laboratory experiment. The paper also identifies attenuating conditions for this effect. Specifically, the effect seems to be smaller when reviewers explicitly consider context, and when context information is made more accessible, while rating. These findings inform several possible interventions for platforms, which are assessed and validated.
{"title":"EXPRESS: Quality in Context: Experience-Relevant Consumption Context Influences Product Ratings","authors":"Matt Meister, Nicholas Reinholtz","doi":"10.1177/00222429251365883","DOIUrl":"https://doi.org/10.1177/00222429251365883","url":null,"abstract":"Experience with a product is shaped by two things: (i) aspects of the product itself and (ii) aspects of the environment in which the product is consumed. This paper documents evidence that when translating their experiences into ratings for products, consumers overly attribute their experience to products, and under-attribute experience to context—the environment in which the product is consumed. First, 218,918 ratings collected from REI.com demonstrate that ratings for cold-weather gear (products designed to keep people warm) are positively correlated with temperature: These products get lower ratings when the weather is cold and higher ratings when the weather is warm, controlling for climate and season. Ratings for other products (e.g., bicycles, tents, skis) are not affected by temperature. This effect generalizes to other products and contexts both in the REI data (e.g., rain jackets and rain) and in a laboratory experiment. The paper also identifies attenuating conditions for this effect. Specifically, the effect seems to be smaller when reviewers explicitly consider context, and when context information is made more accessible, while rating. These findings inform several possible interventions for platforms, which are assessed and validated.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"708 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144712308","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 : 2025-07-25DOI: 10.1177/00222429251365938
Yashar Atefi, Sebastian Hohenberg, Saeed Janani, Wei Zhou
This paper investigates “growth departments,” an increasingly popular governance structure in modern organizations. Using a multimethod approach across five studies, the authors examine the purpose, responsibilities, and effectiveness of these departments. In Studies 1A and 1B the authors analyze job ads to understand the growth department. Study 2 expands this understanding via interviews with Chief Growth Officers. Findings show that the growth department is a cross-functional unit distinct from marketing and sales departments, designed to unify and orchestrate growth throughout the organization. Studies 3 and 4 assess their impact on firm outcomes, drawing from boundary spanning and organizational ambidexterity theories. In startups, hiring a growth leader results in better advancement through funding rounds, a key proxy of startup growth, than hiring a marketing or sales leader (Study 3). In public firms, a powerful growth department improves performance metrics including Tobin’s Q, cash flow, and ROA (Study 4). The paper also identifies contingency factors influencing the growth department’s effectiveness, including the growth leader’s past sales or marketing experience and the firm’s strategic emphasis on exploration versus exploitation. Together, the findings advance theory and practice by clarifying what growth departments are, how they operate, and under what conditions they enhance firm performance.
{"title":"EXPRESS: The Growth Department: The Emerging Role and Impact of Chief Growth Officers and their Cross-Functional Teams","authors":"Yashar Atefi, Sebastian Hohenberg, Saeed Janani, Wei Zhou","doi":"10.1177/00222429251365938","DOIUrl":"https://doi.org/10.1177/00222429251365938","url":null,"abstract":"This paper investigates “growth departments,” an increasingly popular governance structure in modern organizations. Using a multimethod approach across five studies, the authors examine the purpose, responsibilities, and effectiveness of these departments. In Studies 1A and 1B the authors analyze job ads to understand the growth department. Study 2 expands this understanding via interviews with Chief Growth Officers. Findings show that the growth department is a cross-functional unit distinct from marketing and sales departments, designed to unify and orchestrate growth throughout the organization. Studies 3 and 4 assess their impact on firm outcomes, drawing from boundary spanning and organizational ambidexterity theories. In startups, hiring a growth leader results in better advancement through funding rounds, a key proxy of startup growth, than hiring a marketing or sales leader (Study 3). In public firms, a powerful growth department improves performance metrics including Tobin’s Q, cash flow, and ROA (Study 4). The paper also identifies contingency factors influencing the growth department’s effectiveness, including the growth leader’s past sales or marketing experience and the firm’s strategic emphasis on exploration versus exploitation. Together, the findings advance theory and practice by clarifying what growth departments are, how they operate, and under what conditions they enhance firm performance.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"283 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144712408","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 : 2025-07-25DOI: 10.1177/00222429251363144
Michael W. Wu, Sung H. Ham
There has been little exploration on how audience content consumption may change in response to advertising permissions on live streaming platforms. Ads are utilized by brands to generate revenue through ad exposure, but is this benefit thwarted by the reduction of audience consumption of content? Using a dataset containing over 12 million observations in the live streaming space and a difference-in-differences estimation approach, we study the effects of a policy intervention by a live streaming platform which provided (some) streamers the ability to display mid-roll advertisements (MRAs). Although the ad avoidance literature infers that ad-supported content should be viewed unfavorably by audiences, our results indicate that providing the mere ability to introduce MRAs has a notable positive effect on live streaming content consumption (average viewership and total hours watched). We discover that a viable explanation for this response is through increases in broadcasting airtime, stream frequency (somewhat) and quality by streamers after the intervention, as these adjustments are drastically easier to implement in a live streaming setting when compared to more “traditional” forms of media. We further explore heterogeneity in these effects in relation to initial success, streaming tenure, content activity, culture (of the streamer), and impact across time.
{"title":"EXPRESS: More Ads, More Viewers? Analyzing Behavioral Shifts from Advertising Permissions to Live Streaming Consumption","authors":"Michael W. Wu, Sung H. Ham","doi":"10.1177/00222429251363144","DOIUrl":"https://doi.org/10.1177/00222429251363144","url":null,"abstract":"There has been little exploration on how audience content consumption may change in response to advertising permissions on live streaming platforms. Ads are utilized by brands to generate revenue through ad exposure, but is this benefit thwarted by the reduction of audience consumption of content? Using a dataset containing over 12 million observations in the live streaming space and a difference-in-differences estimation approach, we study the effects of a policy intervention by a live streaming platform which provided (some) streamers the ability to display mid-roll advertisements (MRAs). Although the ad avoidance literature infers that ad-supported content should be viewed unfavorably by audiences, our results indicate that providing the mere ability to introduce MRAs has a notable positive effect on live streaming content consumption (average viewership and total hours watched). We discover that a viable explanation for this response is through increases in broadcasting airtime, stream frequency (somewhat) and quality by streamers after the intervention, as these adjustments are drastically easier to implement in a live streaming setting when compared to more “traditional” forms of media. We further explore heterogeneity in these effects in relation to initial success, streaming tenure, content activity, culture (of the streamer), and impact across time.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"160 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144712410","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 : 2025-07-25DOI: 10.1177/00222429251364737
Mariia Koval, Viacheslav Iurkov, Stefan Wuyts
Prior alliance research in marketing has largely focused on factors enhancing alliance stability. Yet also alliance terminations can be valuable. They are intricately linked with firms’ strategies to (re)allocate resources to create financial value. The basic premise of this study is that an alliance termination increases firm value when investors interpret it as the firm’s intention to reallocate resources towards more promising market opportunities. The key question is how investors arrive at that interpretation. The prior literature suggests that the diversity of a firm’s alliance portfolio informs investors about its resource (re)allocation strategy. This argument relies on three assumptions: (1) firms face uncertainty, (2) resources invested in the terminated alliance are redeployable, and (3) the diverse alliance portfolio offers resource reallocation opportunities. These assumptions form the basis for the development of a contingency framework. Moderators are identified to capture (1) firms’ competitive environment and exposure to macroeconomic risk, (2) the fungible nature versus alliance-specificity of resources invested in the terminated alliance, and (3) efficiency and overlap with the other alliances in the portfolio. An event study of 427 firm-alliance termination announcements during 1985-2020 supports the predictions. The combined findings shed new light on alliance terminations, contributing to marketing theory and practice.
{"title":"EXPRESS: Breaking Up to Move Forward: The Value Gains of Alliance Terminations","authors":"Mariia Koval, Viacheslav Iurkov, Stefan Wuyts","doi":"10.1177/00222429251364737","DOIUrl":"https://doi.org/10.1177/00222429251364737","url":null,"abstract":"Prior alliance research in marketing has largely focused on factors enhancing alliance stability. Yet also alliance terminations can be valuable. They are intricately linked with firms’ strategies to (re)allocate resources to create financial value. The basic premise of this study is that an alliance termination increases firm value when investors interpret it as the firm’s intention to reallocate resources towards more promising market opportunities. The key question is how investors arrive at that interpretation. The prior literature suggests that the diversity of a firm’s alliance portfolio informs investors about its resource (re)allocation strategy. This argument relies on three assumptions: (1) firms face uncertainty, (2) resources invested in the terminated alliance are redeployable, and (3) the diverse alliance portfolio offers resource reallocation opportunities. These assumptions form the basis for the development of a contingency framework. Moderators are identified to capture (1) firms’ competitive environment and exposure to macroeconomic risk, (2) the fungible nature versus alliance-specificity of resources invested in the terminated alliance, and (3) efficiency and overlap with the other alliances in the portfolio. An event study of 427 firm-alliance termination announcements during 1985-2020 supports the predictions. The combined findings shed new light on alliance terminations, contributing to marketing theory and practice.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"26 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2025-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144712309","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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