Pub Date : 2024-02-16DOI: 10.1177/00222429241236142
Peter Guenther, Miriam Guenther, Bryan A. Lukas, Christian Homburg
Marketing scholars have extensively studied marketing’s effect on firm value and developed metrics and dashboards to help establish marketing accountability. However, empirical evidence of marketing accountability’s specific outcomes is scarce and mainly derived from surveys. It also lacks consideration of outcomes beyond the marketing function’s standing in the firm, thus overlooking possible downsides and outcomes with regard to external stakeholders such as investors. Using a natural experiment — Australia’s change from a non-restrictive to a restrictive accounting regime — this study investigates how accountability for the financial value of marketing assets (marketing asset accountability) affects a firm’s marketing management focus on short-term vis-à-vis long-term marketing efficiency, its cost of capital, and the degree to which its stock price reflects actual future performance (i.e., stock price informativeness). The results show that marketing asset accountability improves long-term marketing efficiency, reduces cost of equity, and improves stock price informativeness, but does not consistently affect short-term marketing efficiency and cost of debt. Moreover, although marketing-intensive firms are commonly assumed to benefit most from marketing asset accountability, this is not the case. These results have implications for researchers, managers, and public policy decision-makers.
{"title":"EXPRESS: Consequences of Marketing Asset Accountability – a Natural Experiment","authors":"Peter Guenther, Miriam Guenther, Bryan A. Lukas, Christian Homburg","doi":"10.1177/00222429241236142","DOIUrl":"https://doi.org/10.1177/00222429241236142","url":null,"abstract":"Marketing scholars have extensively studied marketing’s effect on firm value and developed metrics and dashboards to help establish marketing accountability. However, empirical evidence of marketing accountability’s specific outcomes is scarce and mainly derived from surveys. It also lacks consideration of outcomes beyond the marketing function’s standing in the firm, thus overlooking possible downsides and outcomes with regard to external stakeholders such as investors. Using a natural experiment — Australia’s change from a non-restrictive to a restrictive accounting regime — this study investigates how accountability for the financial value of marketing assets (marketing asset accountability) affects a firm’s marketing management focus on short-term vis-à-vis long-term marketing efficiency, its cost of capital, and the degree to which its stock price reflects actual future performance (i.e., stock price informativeness). The results show that marketing asset accountability improves long-term marketing efficiency, reduces cost of equity, and improves stock price informativeness, but does not consistently affect short-term marketing efficiency and cost of debt. Moreover, although marketing-intensive firms are commonly assumed to benefit most from marketing asset accountability, this is not the case. These results have implications for researchers, managers, and public policy decision-makers.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"39 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-02-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139939000","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 : 2024-01-08DOI: 10.1177/00222429241227145
Joy Lu, Eric T. Bradlow, J. W. Hutchinson
Following trends in entertainment streaming services, online educational platforms are increasingly offering users flexible “on-demand” content options. It is important to understand how the timing of content release affects learning behaviors and firm revenue drivers. The current research studies over 67,000 users taking a marketing course before vs. after a natural experiment where the platform switched the course from a scheduled weekly-release format to an on-demand format with all content immediately available. The switch to on-demand positively impacted short-term firm revenue by increasing the number and proportion of certificate-paying users, suggesting that on-demand content can attract a broader set of consumers who value flexibility. On the downside, the switch resulted in users exhibiting lower lecture completion rates and quiz performance, and taking fewer additional business courses on the platform, representing a long-term cost. The results were robust to propensity score matching and stratification. The analyses also revealed that on-demand content enabled learning patterns that deviated from a standard evenly-paced schedule, including “strategic” binge learning and stretching out engagement past the recommended course period. Thus, while on-demand formats can boost revenues by bringing in more paying users, managers must consider new strategies for maintaining performance and engagement levels within these environments.
{"title":"EXPRESS: More Likely to Pay but Less Engaged: the Effects of Switching Online Courses from Scheduled to On-Demand Release on User Behavior","authors":"Joy Lu, Eric T. Bradlow, J. W. Hutchinson","doi":"10.1177/00222429241227145","DOIUrl":"https://doi.org/10.1177/00222429241227145","url":null,"abstract":"Following trends in entertainment streaming services, online educational platforms are increasingly offering users flexible “on-demand” content options. It is important to understand how the timing of content release affects learning behaviors and firm revenue drivers. The current research studies over 67,000 users taking a marketing course before vs. after a natural experiment where the platform switched the course from a scheduled weekly-release format to an on-demand format with all content immediately available. The switch to on-demand positively impacted short-term firm revenue by increasing the number and proportion of certificate-paying users, suggesting that on-demand content can attract a broader set of consumers who value flexibility. On the downside, the switch resulted in users exhibiting lower lecture completion rates and quiz performance, and taking fewer additional business courses on the platform, representing a long-term cost. The results were robust to propensity score matching and stratification. The analyses also revealed that on-demand content enabled learning patterns that deviated from a standard evenly-paced schedule, including “strategic” binge learning and stretching out engagement past the recommended course period. Thus, while on-demand formats can boost revenues by bringing in more paying users, managers must consider new strategies for maintaining performance and engagement levels within these environments.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"37 9","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-01-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139446344","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 : 2023-12-21DOI: 10.1177/00222429231224748
Ming-Hui Huang, R. Rust
Customer care is important for its role in relationship-building. This role has traditionally been performed by human customer agents, given the less mature feeling intelligence of AI. The emergence of interactive generative AI (GenAI) shows the potential for using AI for customer care in such emotionally charged interactions. Bridging practice and the academic literatures in marketing and computer science, this paper develops an AI-enabled customer care journey, beginning from accurate emotion recognition to empathetic response, emotional management support, and finally, the establishment of an emotional connection. Marketing requirements for each of the stages are derived from in-depth top manager interviews and a CMO survey. By juxtaposing these requirements against the current feeling capabilities of GenAI, the technological challenges that need to be tackled by engineers are highlighted. This paper wraps up with a set of marketing tenets for implementing and researching the caring machine. These marketing tenets encompass verifying emotion recognition accuracy using marketing emotion theories through multiple emotion signals and methods, utilizing prompt engineering to let customers reveal their thinking and feeling to enhance emotion understanding, employing “response engineering” for knowledge of customer preferences to personalize emotion management recommendation, and strategically deploying GenAI for emotional connection to simultaneously enhance customer emotional well-being and customer lifetime value.
{"title":"EXPRESS: The Caring Machine: Feeling AI for Customer Care","authors":"Ming-Hui Huang, R. Rust","doi":"10.1177/00222429231224748","DOIUrl":"https://doi.org/10.1177/00222429231224748","url":null,"abstract":"Customer care is important for its role in relationship-building. This role has traditionally been performed by human customer agents, given the less mature feeling intelligence of AI. The emergence of interactive generative AI (GenAI) shows the potential for using AI for customer care in such emotionally charged interactions. Bridging practice and the academic literatures in marketing and computer science, this paper develops an AI-enabled customer care journey, beginning from accurate emotion recognition to empathetic response, emotional management support, and finally, the establishment of an emotional connection. Marketing requirements for each of the stages are derived from in-depth top manager interviews and a CMO survey. By juxtaposing these requirements against the current feeling capabilities of GenAI, the technological challenges that need to be tackled by engineers are highlighted. This paper wraps up with a set of marketing tenets for implementing and researching the caring machine. These marketing tenets encompass verifying emotion recognition accuracy using marketing emotion theories through multiple emotion signals and methods, utilizing prompt engineering to let customers reveal their thinking and feeling to enhance emotion understanding, employing “response engineering” for knowledge of customer preferences to personalize emotion management recommendation, and strategically deploying GenAI for emotional connection to simultaneously enhance customer emotional well-being and customer lifetime value.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"60 13","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138950855","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 : 2023-12-20DOI: 10.1177/00222429231224333
Qihui Chen, Yajin Wang, Ying Zhang
Does parents’ status motivation affect their educational product choices for their children? Across seven studies, we find that when parents believe that society provides enough opportunities for individuals to achieve higher social status through hard work (i.e., high social mobility), they prioritize the status advancement goal and prefer products to help maximize a child’s strengths. However, when parents believe that even if one works hard, the opportunity to climb up the social ladder is limited (i.e., low social mobility), they focus on maintaining their current status and prefer products that help remedy a child’s weaknesses. Moreover, the research demonstrates that this effect diminishes when the strength and weakness are in the domains that have low relevance to status. Finally, we find that when parents believe that children with specialties are more likely to succeed, they prefer products for maximizing strengths; whereas when they believe that well-rounded children are more likely to succeed, they prefer products for remedying weaknesses, regardless of their perception of social mobility.
{"title":"EXPRESS: Developing Strengths or Remedying Weaknesses? How Perceived Social Mobility Affects Parents’ Purchase Preferences for Children’s Educational Products","authors":"Qihui Chen, Yajin Wang, Ying Zhang","doi":"10.1177/00222429231224333","DOIUrl":"https://doi.org/10.1177/00222429231224333","url":null,"abstract":"Does parents’ status motivation affect their educational product choices for their children? Across seven studies, we find that when parents believe that society provides enough opportunities for individuals to achieve higher social status through hard work (i.e., high social mobility), they prioritize the status advancement goal and prefer products to help maximize a child’s strengths. However, when parents believe that even if one works hard, the opportunity to climb up the social ladder is limited (i.e., low social mobility), they focus on maintaining their current status and prefer products that help remedy a child’s weaknesses. Moreover, the research demonstrates that this effect diminishes when the strength and weakness are in the domains that have low relevance to status. Finally, we find that when parents believe that children with specialties are more likely to succeed, they prefer products for maximizing strengths; whereas when they believe that well-rounded children are more likely to succeed, they prefer products for remedying weaknesses, regardless of their perception of social mobility.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"71 10","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138954342","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 : 2023-12-14DOI: 10.1177/00222429231223420
Jacob Goldenberg, Andreas Lanz, Daniel Shapira, Florian Stahl
On user-generated content platforms, individuals and firms alike seek to build and expand their follower base to eventually increase the reach of the content they upload. The bulk of the seeding literature in marketing suggests targeting users with a large follower base—the high-status influencers. In contrast, some recent studies find targeting lower-status influencers to be a more effective seeding policy. In this multi-method paper, we shift the focus from the follower base of the seeding target to the focal content creator. We propose accelerating natural triadic closure by leveraging the first-degree followers as interconnectors to target the second-degree followers––i.e., the nearby (low-status) influencers (who are interconnected with the focal content creator). Empirical studies document that this seeding target is much more effective for building and expanding the follower base, compared to targeting influencers who are not interconnected with the focal content creator––i.e., the remote (both high- and low-status) influencers by 2,300% and 46%, respectively. These studies on the acceleration of natural triadic closure are augmented by a pre-registered field experiment to obtain convergent validity of the findings.
{"title":"EXPRESS: Targeting Nearby Influencers: the Acceleration of Natural Triadic Closure by Leveraging Interconnectors","authors":"Jacob Goldenberg, Andreas Lanz, Daniel Shapira, Florian Stahl","doi":"10.1177/00222429231223420","DOIUrl":"https://doi.org/10.1177/00222429231223420","url":null,"abstract":"On user-generated content platforms, individuals and firms alike seek to build and expand their follower base to eventually increase the reach of the content they upload. The bulk of the seeding literature in marketing suggests targeting users with a large follower base—the high-status influencers. In contrast, some recent studies find targeting lower-status influencers to be a more effective seeding policy. In this multi-method paper, we shift the focus from the follower base of the seeding target to the focal content creator. We propose accelerating natural triadic closure by leveraging the first-degree followers as interconnectors to target the second-degree followers––i.e., the nearby (low-status) influencers (who are interconnected with the focal content creator). Empirical studies document that this seeding target is much more effective for building and expanding the follower base, compared to targeting influencers who are not interconnected with the focal content creator––i.e., the remote (both high- and low-status) influencers by 2,300% and 46%, respectively. These studies on the acceleration of natural triadic closure are augmented by a pre-registered field experiment to obtain convergent validity of the findings.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"60 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-12-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138971347","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 : 2023-12-11DOI: 10.1177/00222429231222269
Nehal Elhelaly, Sourav Ray
When a firm collaborates with its suppliers, it expands its access to external know-how, and thus, can enhance its innovation performance. Such collaborations are common and argued to have significant impact on the firm’s market outcomes. However, such collaborations also expose the firm to various transactional hazards including knowledge spillovers and opportunism. This trade-off looms over the firm’s commitment to a market positioning strategy and the functional capabilities it draws upon to generate its strategy dividend. Recent accounts suggest the verdict on supplier collaborations is noisy and that partner perceptions of these collaborations do not align on key issues of governance, strategy, and value generation. To investigate this, we study 202 formal co-development contracts of high-tech original equipment manufacturers that collaborated with suppliers from 1985 to 2016. Drawing upon the governance value analysis framework, we show how misalignment between the firm’s co-development contracts, capabilities, and market positioning strategy significantly erodes its innovation performance. Thus, blanket prescriptions for one or the other types of contracts are misdirected, their effectiveness being a contingent outcome dependent on the firm’s market positioning strategy and functional capabilities. Our paper presents one of the most complete tests of the governance value analysis framework to date.
{"title":"EXPRESS: Collaborating to Innovate: Balancing Strategy Dividend and Transactional Efficiencies","authors":"Nehal Elhelaly, Sourav Ray","doi":"10.1177/00222429231222269","DOIUrl":"https://doi.org/10.1177/00222429231222269","url":null,"abstract":"When a firm collaborates with its suppliers, it expands its access to external know-how, and thus, can enhance its innovation performance. Such collaborations are common and argued to have significant impact on the firm’s market outcomes. However, such collaborations also expose the firm to various transactional hazards including knowledge spillovers and opportunism. This trade-off looms over the firm’s commitment to a market positioning strategy and the functional capabilities it draws upon to generate its strategy dividend. Recent accounts suggest the verdict on supplier collaborations is noisy and that partner perceptions of these collaborations do not align on key issues of governance, strategy, and value generation. To investigate this, we study 202 formal co-development contracts of high-tech original equipment manufacturers that collaborated with suppliers from 1985 to 2016. Drawing upon the governance value analysis framework, we show how misalignment between the firm’s co-development contracts, capabilities, and market positioning strategy significantly erodes its innovation performance. Thus, blanket prescriptions for one or the other types of contracts are misdirected, their effectiveness being a contingent outcome dependent on the firm’s market positioning strategy and functional capabilities. Our paper presents one of the most complete tests of the governance value analysis framework to date.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"11 9","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-12-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138980338","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 : 2023-11-29DOI: 10.1177/00222429231220295
Laura Zimmermann, J. Somasundaram, Barsha Saha
Extensive research has examined the diffusion of innovations for products that can be trialed, and where the most adverse outcome, if a product fails, is a financial loss. However, less research has explored consumer responses to innovations in highly uncertain contexts characterized by health losses, lack of trialability, and the opportunity to free-ride on other’s adoption. This research focuses on vaccine decision-making as a unique case within such contexts and extends the findings to other domains. Four studies (Ntotal = 1,796, five supplementary studies, Ntotal = 643) test the propositions of a formal model that incorporates uncertainty and other’s choices into the adoption decision. The results show that consumers are surprisingly averse to products that are described as employing a new technology (e.g., mRNA technology) and require an ‘efficacy premium’ to compensate for higher perceived uncertainty. However, considerable heterogeneity exists due to individual differences in technology readiness, trust in government, and risk attitudes. Notably, despite the prominent threat of free-riding, a social proof nudge (communicating increasing population adoption) effectively reduces aversion to new technology. In this context, social proof information does not merely drive conformity or social learning, but instead increases adoption of new technology by alleviating perceived uncertainty.
{"title":"EXPRESS: Adoption of New Technology Vaccines","authors":"Laura Zimmermann, J. Somasundaram, Barsha Saha","doi":"10.1177/00222429231220295","DOIUrl":"https://doi.org/10.1177/00222429231220295","url":null,"abstract":"Extensive research has examined the diffusion of innovations for products that can be trialed, and where the most adverse outcome, if a product fails, is a financial loss. However, less research has explored consumer responses to innovations in highly uncertain contexts characterized by health losses, lack of trialability, and the opportunity to free-ride on other’s adoption. This research focuses on vaccine decision-making as a unique case within such contexts and extends the findings to other domains. Four studies (Ntotal = 1,796, five supplementary studies, Ntotal = 643) test the propositions of a formal model that incorporates uncertainty and other’s choices into the adoption decision. The results show that consumers are surprisingly averse to products that are described as employing a new technology (e.g., mRNA technology) and require an ‘efficacy premium’ to compensate for higher perceived uncertainty. However, considerable heterogeneity exists due to individual differences in technology readiness, trust in government, and risk attitudes. Notably, despite the prominent threat of free-riding, a social proof nudge (communicating increasing population adoption) effectively reduces aversion to new technology. In this context, social proof information does not merely drive conformity or social learning, but instead increases adoption of new technology by alleviating perceived uncertainty.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"13 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-11-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139214104","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 : 2023-11-26DOI: 10.1177/00222429231213154
Christine Moorman, H. J. Heerde, C. P. Moreau, Robert W. Palmatier, John C. Narver
{"title":"Marketing in the Health Care Sector: Disrupted Exchanges and New Research Directions","authors":"Christine Moorman, H. J. Heerde, C. P. Moreau, Robert W. Palmatier, John C. Narver","doi":"10.1177/00222429231213154","DOIUrl":"https://doi.org/10.1177/00222429231213154","url":null,"abstract":"","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"60 1","pages":"1 - 14"},"PeriodicalIF":12.9,"publicationDate":"2023-11-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139235501","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 : 2023-11-16DOI: 10.1177/00222429231217471
Maximilian Beichert, Andreas Bayerl, Jacob Goldenberg, Andreas Lanz
Direct-to-consumer (DTC) firms increasingly believe that influencer marketing is an effective option for seeding. However, the current managerially relevant question for DTC firms of whether to target low- or high-followership influencers to generate immediate revenue is still unresolved. In this article, the authors’ goal is to answer this question by considering for the first time the whole influencer-marketing funnel, i.e., from followers on user-generated content networks (e.g., on Instagram), to reached followers, to engagement, to actual revenue, while accounting for the cost of paid endorsements. The authors find that low-followership targeting outperforms high-followership targeting by order of magnitude across three performance (ROI) metrics. A mediation analysis reveals that engagement can explain the negative relationship between the influencer followership levels and ROI. This is in line with the rationale based on social capital theory that with higher followership levels of an influencer, the engagement between an influencer and his/her followers decreases. These two findings are derived from secondary sales data of 1,881,533 purchases and results of three full-fledged field studies with hundreds of paid influencer endorsements, establishing the robustness of the findings.
{"title":"EXPRESS: Revenue Generation through Influencer Marketing","authors":"Maximilian Beichert, Andreas Bayerl, Jacob Goldenberg, Andreas Lanz","doi":"10.1177/00222429231217471","DOIUrl":"https://doi.org/10.1177/00222429231217471","url":null,"abstract":"Direct-to-consumer (DTC) firms increasingly believe that influencer marketing is an effective option for seeding. However, the current managerially relevant question for DTC firms of whether to target low- or high-followership influencers to generate immediate revenue is still unresolved. In this article, the authors’ goal is to answer this question by considering for the first time the whole influencer-marketing funnel, i.e., from followers on user-generated content networks (e.g., on Instagram), to reached followers, to engagement, to actual revenue, while accounting for the cost of paid endorsements. The authors find that low-followership targeting outperforms high-followership targeting by order of magnitude across three performance (ROI) metrics. A mediation analysis reveals that engagement can explain the negative relationship between the influencer followership levels and ROI. This is in line with the rationale based on social capital theory that with higher followership levels of an influencer, the engagement between an influencer and his/her followers decreases. These two findings are derived from secondary sales data of 1,881,533 purchases and results of three full-fledged field studies with hundreds of paid influencer endorsements, establishing the robustness of the findings.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"21 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2023-11-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139267489","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 : 2023-11-14DOI: 10.1177/00222429231216910
Blakeley B. McShane, Eric T. Bradlow, John G. Lynch, Robert J. Meyer
Null hypothesis significance testing (NHST) is the default approach to statistical analysis and reporting in marketing and the biomedical and social sciences more broadly. Despite its default role, NHST has long been criticized by both statisticians and applied researchers including those within marketing. Therefore, the authors propose a major transition in statistical analysis and reporting. Specifically, they propose moving beyond binary: abandoning NHST as the default approach to statistical analysis and reporting. To facilitate this, they briefly review some of the principal problems associated with NHST. They next discuss some principles that they believe should underlie statistical analysis and reporting. They then use these principles to motivate some guidelines for statistical analysis and reporting. They next provide some examples that illustrate statistical analysis and reporting that adheres to their principles and guidelines. They conclude with a brief discussion.
{"title":"EXPRESS: “Statistical Significance” and Statistical Reporting: Moving Beyond Binary","authors":"Blakeley B. McShane, Eric T. Bradlow, John G. Lynch, Robert J. Meyer","doi":"10.1177/00222429231216910","DOIUrl":"https://doi.org/10.1177/00222429231216910","url":null,"abstract":"Null hypothesis significance testing (NHST) is the default approach to statistical analysis and reporting in marketing and the biomedical and social sciences more broadly. Despite its default role, NHST has long been criticized by both statisticians and applied researchers including those within marketing. Therefore, the authors propose a major transition in statistical analysis and reporting. Specifically, they propose moving beyond binary: abandoning NHST as the default approach to statistical analysis and reporting. To facilitate this, they briefly review some of the principal problems associated with NHST. They next discuss some principles that they believe should underlie statistical analysis and reporting. They then use these principles to motivate some guidelines for statistical analysis and reporting. They next provide some examples that illustrate statistical analysis and reporting that adheres to their principles and guidelines. They conclude with a brief discussion.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"6 8","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134992138","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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