Pub Date : 2024-11-22DOI: 10.1177/00222429241304322
Savannah Wei Shi, Seoungwoo Lee, Kirthi Kalyanam, Michel Wedel
The authors develop and test a theoretical framework to examine the impact of app crashes on app engagement. The framework predicts that consumers increase engagement after encountering a single crash due to their need-for-closure and curiosity, yet reduce engagement after experiencing repeated and concentrated crashes, primarily because of frustration and perceived task unattainability; the recency of crashes moderates these effects. Field data analysis reveals that while a crash truncates a session and reduces content consumption, it increases page views in the following session. However, this increase in page views does not compensate for the loss during the crashed session. Frequent and more concentrated crashes curtail engagement. Three experiments in which crashes are exogenously manipulated in a different context support the validity and generalizability of these findings, confirm the proposed mediators, and demonstrate how to lessen the negative impact of repeated crashes with post-crash messages. The research adds new dimensions to the task pursuit literature and provides managers with a framework to quantify the economic impact of crashes, analyze content substitution behavior, and assess the bias of a transactional view of crash incidents. Additionally, it offers insights into targeted feature release to more tolerant users and strategic design of post-crash messages.
{"title":"EXPRESS: The Impact of App Crashes on Consumer Engagement","authors":"Savannah Wei Shi, Seoungwoo Lee, Kirthi Kalyanam, Michel Wedel","doi":"10.1177/00222429241304322","DOIUrl":"https://doi.org/10.1177/00222429241304322","url":null,"abstract":"The authors develop and test a theoretical framework to examine the impact of app crashes on app engagement. The framework predicts that consumers increase engagement after encountering a single crash due to their need-for-closure and curiosity, yet reduce engagement after experiencing repeated and concentrated crashes, primarily because of frustration and perceived task unattainability; the recency of crashes moderates these effects. Field data analysis reveals that while a crash truncates a session and reduces content consumption, it increases page views in the following session. However, this increase in page views does not compensate for the loss during the crashed session. Frequent and more concentrated crashes curtail engagement. Three experiments in which crashes are exogenously manipulated in a different context support the validity and generalizability of these findings, confirm the proposed mediators, and demonstrate how to lessen the negative impact of repeated crashes with post-crash messages. The research adds new dimensions to the task pursuit literature and provides managers with a framework to quantify the economic impact of crashes, analyze content substitution behavior, and assess the bias of a transactional view of crash incidents. Additionally, it offers insights into targeted feature release to more tolerant users and strategic design of post-crash messages.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"129 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142690925","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 : 2024-11-22DOI: 10.1177/00222429241303387
Lili Wang, Maferima Touré-Tillery
This article examines the motivational consequences of anthropomorphizing the means of goal pursuit. Eight studies show that consumers are more motivated to pursue fitness and academic goals with anthropomorphized (vs. non-anthropomorphized) means because such means elicit a greater sense of companionship and thus stronger beliefs that (a) goal pursuit is enjoyable (perceived enjoyability) and that (b) the goal is attainable (goal expectancy). We first find that participants work out harder when using an anthropomorphized (vs. non-anthropomorphized) treadmill (Study 1) and jump rope (Study 2). We then show that this effect occurs due to a greater sense of companionship, which in turn increases both perceived enjoyability and goal expectancy (sequential mediations; Study 3). We further demonstrate these underlying mechanisms through moderation: the effect attenuates when a human companion is present (Study 4), for means perceived as inherently fun (Study 5), and when self-efficacy is high (Study 6). Study 7 identifies a boundary condition: the effect disappears when the means takes on a supervisor (rather than partner) role. Finally, Study 8 shows the downstream consequence of the effect on subsequent choice of means. These findings contribute to research on motivation and anthropomorphism, with practical implications for marketers and consumers.
{"title":"EXPRESS: Cardio with Mr. Treadmill: How Anthropomorphizing the Means of Goal Pursuit Increases Motivation","authors":"Lili Wang, Maferima Touré-Tillery","doi":"10.1177/00222429241303387","DOIUrl":"https://doi.org/10.1177/00222429241303387","url":null,"abstract":"This article examines the motivational consequences of anthropomorphizing the means of goal pursuit. Eight studies show that consumers are more motivated to pursue fitness and academic goals with anthropomorphized (vs. non-anthropomorphized) means because such means elicit a greater sense of companionship and thus stronger beliefs that (a) goal pursuit is enjoyable (perceived enjoyability) and that (b) the goal is attainable (goal expectancy). We first find that participants work out harder when using an anthropomorphized (vs. non-anthropomorphized) treadmill (Study 1) and jump rope (Study 2). We then show that this effect occurs due to a greater sense of companionship, which in turn increases both perceived enjoyability and goal expectancy (sequential mediations; Study 3). We further demonstrate these underlying mechanisms through moderation: the effect attenuates when a human companion is present (Study 4), for means perceived as inherently fun (Study 5), and when self-efficacy is high (Study 6). Study 7 identifies a boundary condition: the effect disappears when the means takes on a supervisor (rather than partner) role. Finally, Study 8 shows the downstream consequence of the effect on subsequent choice of means. These findings contribute to research on motivation and anthropomorphism, with practical implications for marketers and consumers.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"53 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142690786","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 : 2024-11-16DOI: 10.1177/00222429241302814
Irina V. Kozlenkova, Caleb Warren, Suresh Kotha, Reihane Boghrati, Robert W. Palmatier
Conceptual research is fundamental to advancing theory and, thus, science. Conceptual articles launch new research streams, resolve conflicting findings, explain new phenomena, and integrate divergent research areas. Yet, compared with other disciplines, marketing publishes little conceptual research. This paper provides a multidisciplinary perspective of conceptual research to help increase the quality and quantity of conceptual research in marketing. First, the authors compare conceptual research approaches across marketing, management, psychology, and sociology to provide a synthesis of existing conceptual research frameworks. Second, using citation analyses, the authors provide insights into the academic impact of conceptual research across disciplines, across marketing domains, and over time; they also assess its impact outside of academia. Third, to assist researchers, the paper offers a step-by-step process or “how to” guide for developing high-impact conceptual research, based on insights from the multidisciplinary analysis and interviews with conceptual researchers from different disciplines. Fourth, drawing on the interviews and keyword analysis of recent conceptual marketing articles, the authors suggest emerging opportunities for conceptual research and how to increase the value of conceptual papers for practitioners.
{"title":"EXPRESS: Conceptual Research: Multidisciplinary Insights for Marketing","authors":"Irina V. Kozlenkova, Caleb Warren, Suresh Kotha, Reihane Boghrati, Robert W. Palmatier","doi":"10.1177/00222429241302814","DOIUrl":"https://doi.org/10.1177/00222429241302814","url":null,"abstract":"Conceptual research is fundamental to advancing theory and, thus, science. Conceptual articles launch new research streams, resolve conflicting findings, explain new phenomena, and integrate divergent research areas. Yet, compared with other disciplines, marketing publishes little conceptual research. This paper provides a multidisciplinary perspective of conceptual research to help increase the quality and quantity of conceptual research in marketing. First, the authors compare conceptual research approaches across marketing, management, psychology, and sociology to provide a synthesis of existing conceptual research frameworks. Second, using citation analyses, the authors provide insights into the academic impact of conceptual research across disciplines, across marketing domains, and over time; they also assess its impact outside of academia. Third, to assist researchers, the paper offers a step-by-step process or “how to” guide for developing high-impact conceptual research, based on insights from the multidisciplinary analysis and interviews with conceptual researchers from different disciplines. Fourth, drawing on the interviews and keyword analysis of recent conceptual marketing articles, the authors suggest emerging opportunities for conceptual research and how to increase the value of conceptual papers for practitioners.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"77 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-11-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142645940","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 : 2024-11-16DOI: 10.1177/00222429241302808
J. Jason Bell, Felipe Thomaz, Andrew T. Stephen
Prior research on advertising media mixes has mostly focused on single channels (e.g., television), pairwise cross-elasticities, or budget optimization within single campaigns. This is starkly detached from advertising practice where (i) there is an increasingly large number of media channels available to marketers, (ii) media plans employ complex combinations of channels, and (iii) marketers manage complementarities among many (i.e., more than pairs) channels. This research empirically learns complex channel complementaries using Latent Class analysis. Latent classes have three useful properties: (i) they account for non-random selection of channels into campaigns, (ii) they capture pairwise and higher-order interactions between channels, and (iii) they allow for meaningful interpretation. We empirically describe the most common media channel archetypes and estimate their relationship to the effectiveness of a set advertising campaigns on a set of common brand-related performance metrics. We use a dataset of 1,083 advertising campaigns from around the world run between 2008 and 2019. We find that there is not a systematically “best” media mix that correlates to dominant performance across all metrics, but clear patterns emerge given specific metrics. We find that traditional channels (TV, outdoor) are commonly paired with digital channels (Facebook, YouTube) in high-performing campaigns. We also find that current marketing practice appears far from optimal, and simple strategies have the potential to increase brand mindset metric lifts by 50% or more.
{"title":"EXPRESS: Beyond the Pair: Media Archetypes and Complex Channel Synergies in Advertising","authors":"J. Jason Bell, Felipe Thomaz, Andrew T. Stephen","doi":"10.1177/00222429241302808","DOIUrl":"https://doi.org/10.1177/00222429241302808","url":null,"abstract":"Prior research on advertising media mixes has mostly focused on single channels (e.g., television), pairwise cross-elasticities, or budget optimization within single campaigns. This is starkly detached from advertising practice where (i) there is an increasingly large number of media channels available to marketers, (ii) media plans employ complex combinations of channels, and (iii) marketers manage complementarities among many (i.e., more than pairs) channels. This research empirically learns complex channel complementaries using Latent Class analysis. Latent classes have three useful properties: (i) they account for non-random selection of channels into campaigns, (ii) they capture pairwise and higher-order interactions between channels, and (iii) they allow for meaningful interpretation. We empirically describe the most common media channel archetypes and estimate their relationship to the effectiveness of a set advertising campaigns on a set of common brand-related performance metrics. We use a dataset of 1,083 advertising campaigns from around the world run between 2008 and 2019. We find that there is not a systematically “best” media mix that correlates to dominant performance across all metrics, but clear patterns emerge given specific metrics. We find that traditional channels (TV, outdoor) are commonly paired with digital channels (Facebook, YouTube) in high-performing campaigns. We also find that current marketing practice appears far from optimal, and simple strategies have the potential to increase brand mindset metric lifts by 50% or more.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"168 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-11-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142645938","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 : 2024-11-05DOI: 10.1177/00222429241293990
George S. Day
{"title":"Becoming More Socially Profit Oriented","authors":"George S. Day","doi":"10.1177/00222429241293990","DOIUrl":"https://doi.org/10.1177/00222429241293990","url":null,"abstract":"","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"31 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142588664","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 : 2024-11-05DOI: 10.1177/00222429241299392
Jeehye Christine Kim, Young Eun Huh, Brent McFerran
Perceived healthiness of food is generally regarded as a positive attribute in food choices as it positively impacts consumers’ preferences. The current research demonstrates that in contexts where there is a time delay between a food’s production and its consumption (referred to as “about-to-expire” food), strong perceptions of a food’s healthiness can be detrimental. This is because consumers hold a lay theory that healthy food expires more quickly. In eight studies ( N = 3,552), we find that merely portraying food as healthy increases the perception that it expires quickly and that this effect attenuates when consumers hold the lay theory weakly or have a high level of knowledge about food expiration. Importantly, this lay theory leads consumers to avoid consuming healthy (vs. non-healthy) about-to-expire food, resulting in increased disposal intentions and decreased preferences. In designing sales promotions for about-to-expire food, managers should consider the healthiness of food products, as consumers prefer different types of sales promotions and require different magnitudes of price discounts for healthy (vs. non-healthy) about-to-expire food. Finally, adding an expiration date label that provides unambiguous guidance (i.e., “consume by”) can effectively mitigate the detrimental effect of perceived healthiness on the consumption for about-to-expire food.
{"title":"EXPRESS: To Dispose or Eat? the Impact of Perceived Healthiness on Consumption Decisions for About-to-Expire Foods","authors":"Jeehye Christine Kim, Young Eun Huh, Brent McFerran","doi":"10.1177/00222429241299392","DOIUrl":"https://doi.org/10.1177/00222429241299392","url":null,"abstract":"Perceived healthiness of food is generally regarded as a positive attribute in food choices as it positively impacts consumers’ preferences. The current research demonstrates that in contexts where there is a time delay between a food’s production and its consumption (referred to as “about-to-expire” food), strong perceptions of a food’s healthiness can be detrimental. This is because consumers hold a lay theory that healthy food expires more quickly. In eight studies ( N = 3,552), we find that merely portraying food as healthy increases the perception that it expires quickly and that this effect attenuates when consumers hold the lay theory weakly or have a high level of knowledge about food expiration. Importantly, this lay theory leads consumers to avoid consuming healthy (vs. non-healthy) about-to-expire food, resulting in increased disposal intentions and decreased preferences. In designing sales promotions for about-to-expire food, managers should consider the healthiness of food products, as consumers prefer different types of sales promotions and require different magnitudes of price discounts for healthy (vs. non-healthy) about-to-expire food. Finally, adding an expiration date label that provides unambiguous guidance (i.e., “consume by”) can effectively mitigate the detrimental effect of perceived healthiness on the consumption for about-to-expire food.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"33 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142588671","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}
Donation-based crowdfunding platforms often claim to pursue equitable outcomes for all beneficiaries, yet many face criticism for failing to do so across different demographic profiles. In response, platform managers are eager to understand how these inequities emerge and explore solutions to address them. In this research, we show that the degree of facial emotional expressiveness of beneficiaries in uploaded images can differentially impact donation amounts for White vs Black beneficiaries. Drawing on social vision theory, we propose that facial emotional expressiveness in images combined with the race of the faces activates racial stereotypes of emotion expression that result in differential donation amounts to Black and White individuals. Analyzing a sample of 4,153 campaigns from GoFundMe between June 2021 and September 2022, along with a follow-up experiment, we find that higher facial emotional expressiveness is associated with significantly lower donation amounts for Black compared to White beneficiaries. Further exploring our moderating constructs reveals that the use of call-to-action cues, affective messaging, and race-gender homophily cues can attenuate the activation of stereotypes and therefore reduce differences in donation amounts between racial groups. Based on these findings, we offer targeted recommendations for platform managers to help reduce racial inequities in crowdfunding outcomes.
{"title":"EXPRESS: Racial Inequity in Donation-based Crowdfunding Platforms: the Role of Facial Emotional Expressiveness","authors":"Elham Yazdani, Anindita Chakravarty, Jeffrey Inman","doi":"10.1177/00222429241300320","DOIUrl":"https://doi.org/10.1177/00222429241300320","url":null,"abstract":"Donation-based crowdfunding platforms often claim to pursue equitable outcomes for all beneficiaries, yet many face criticism for failing to do so across different demographic profiles. In response, platform managers are eager to understand how these inequities emerge and explore solutions to address them. In this research, we show that the degree of facial emotional expressiveness of beneficiaries in uploaded images can differentially impact donation amounts for White vs Black beneficiaries. Drawing on social vision theory, we propose that facial emotional expressiveness in images combined with the race of the faces activates racial stereotypes of emotion expression that result in differential donation amounts to Black and White individuals. Analyzing a sample of 4,153 campaigns from GoFundMe between June 2021 and September 2022, along with a follow-up experiment, we find that higher facial emotional expressiveness is associated with significantly lower donation amounts for Black compared to White beneficiaries. Further exploring our moderating constructs reveals that the use of call-to-action cues, affective messaging, and race-gender homophily cues can attenuate the activation of stereotypes and therefore reduce differences in donation amounts between racial groups. Based on these findings, we offer targeted recommendations for platform managers to help reduce racial inequities in crowdfunding outcomes.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"90 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142588663","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 : 2024-11-04DOI: 10.1177/00222429241293973
Alessandro Benneton
{"title":"Driving Social Profit: Frontline Insights from an Entrepreneur Committed to Sustainable Innovation","authors":"Alessandro Benneton","doi":"10.1177/00222429241293973","DOIUrl":"https://doi.org/10.1177/00222429241293973","url":null,"abstract":"","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"4 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-11-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142574600","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 : 2024-10-29DOI: 10.1177/00222429241296459
Zeynep Arsel, Maria Carolina Zanette, Carolina da Rocha Melo
Sponsored content allows brands to partner with creators to reach creators’ audiences on digital platforms. However, both creators’ and brands’ incomplete understanding of this object generates two critical ambiguities: how to determine the value of sponsored content and how to effectively co-produce it. To better understand these ambiguities, we theorize sponsored content as an epistemic market object: an object that facilitates marketing functions but is only partially understood by the actors who use it . We analyze a data set of interviews, podcasts, media articles, and third-party platform reviews about—and by—content creators, brands, and intermediaries. Our findings show that brands, creators, and intermediaries create and apply knowledge to address valuation and co-production ambiguities. However, this knowledge work is incomplete, creating asymmetries in value outcomes and power relationships in a brand-creator partnership. Our paper contributes to marketing literature and practice by highlighting the role of epistemic market objects in transformative market disruptions that alter the roles of, and the relationships between, market actors. Our findings are transferable to other substantive areas such as Generative AI, Metaverse, NFTs, online news, and the sharing economy.
{"title":"EXPRESS: Sponsored Content as an Epistemic Market Object: How Platformization of Brand-Creator Partnerships Disrupts Valuation, Co-production, and the Relationship between Market Actors","authors":"Zeynep Arsel, Maria Carolina Zanette, Carolina da Rocha Melo","doi":"10.1177/00222429241296459","DOIUrl":"https://doi.org/10.1177/00222429241296459","url":null,"abstract":"Sponsored content allows brands to partner with creators to reach creators’ audiences on digital platforms. However, both creators’ and brands’ incomplete understanding of this object generates two critical ambiguities: how to determine the value of sponsored content and how to effectively co-produce it. To better understand these ambiguities, we theorize sponsored content as an epistemic market object: an object that facilitates marketing functions but is only partially understood by the actors who use it . We analyze a data set of interviews, podcasts, media articles, and third-party platform reviews about—and by—content creators, brands, and intermediaries. Our findings show that brands, creators, and intermediaries create and apply knowledge to address valuation and co-production ambiguities. However, this knowledge work is incomplete, creating asymmetries in value outcomes and power relationships in a brand-creator partnership. Our paper contributes to marketing literature and practice by highlighting the role of epistemic market objects in transformative market disruptions that alter the roles of, and the relationships between, market actors. Our findings are transferable to other substantive areas such as Generative AI, Metaverse, NFTs, online news, and the sharing economy.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"29 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-10-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142536449","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}
Social media platforms have been used by firms for a variety of purposes - for building firms’ brand image, increasing customer engagement, providing customer service, among others. However, there is very little research on content strategies adopted by traditional rival firms competing on online social media platforms. This paper seeks to fill this gap by examining whether retailers, traditionally identified as close competitors, mirror this rivalry in their social media content strategies on Twitter. To this end, this study introduces a new metric for assessing competition on online social media, based on content similarity. The authors find that retailers competing closely in traditional context show greater divergence in their content strategies on social media, and firms whose social media content strategies are less similar to content strategies of their close traditional rivals benefit from higher engagement and acquire new followers faster. In examining the mechanism of the effect, the authors find that these divergent firms’ improved performance is attributable to their superior ability to leverage the higher-level affordances of Twitter as compared to their rivals. The results of this study offer valuable insights for firms seeking to distinguish their social media content from that of their competitors.
{"title":"EXPRESS: Retailer Differentiation in Social Media: an Investigation of Firm-Generated Content on Twitter","authors":"Mikhail Lysyakov, P.K. Kannan, Siva Viswanathan, Kunpeng Zhang","doi":"10.1177/00222429241298654","DOIUrl":"https://doi.org/10.1177/00222429241298654","url":null,"abstract":"Social media platforms have been used by firms for a variety of purposes - for building firms’ brand image, increasing customer engagement, providing customer service, among others. However, there is very little research on content strategies adopted by traditional rival firms competing on online social media platforms. This paper seeks to fill this gap by examining whether retailers, traditionally identified as close competitors, mirror this rivalry in their social media content strategies on Twitter. To this end, this study introduces a new metric for assessing competition on online social media, based on content similarity. The authors find that retailers competing closely in traditional context show greater divergence in their content strategies on social media, and firms whose social media content strategies are less similar to content strategies of their close traditional rivals benefit from higher engagement and acquire new followers faster. In examining the mechanism of the effect, the authors find that these divergent firms’ improved performance is attributable to their superior ability to leverage the higher-level affordances of Twitter as compared to their rivals. The results of this study offer valuable insights for firms seeking to distinguish their social media content from that of their competitors.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"75 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-10-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142536448","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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