J. Farrell, Jane Machin, Ann M. Mirabito, J. Drenten, Christina Y. Chan-Park, Elizabeth Crosby, N. Adkins
Marketing scholars wield untapped potential to expand research into the wellbeing of consumers with mental illness beyond existing clinical and medical perspectives, enriching the field with unique insights into consumer behavior, market dynamics, and strategic interventions. This scoping review maps over 50 years of research at the intersection of mental illness and marketing in business disciplines. We examine a corpus of 1064 peer‐reviewed journal articles using the population, concept, and context framework to integrate extant knowledge and identify research gaps. We present a comprehensive future‐facing research framework that highlights gaps at the consumer, market, policy, and society levels that marketing researchers are particularly qualified to investigate. Through a series of illustrative research directives, we highlight areas of opportunities for better understanding and addressing the interdependencies that exist within this complex and multidisciplinary domain.
{"title":"Mental illness and marketing: A 50‐year scoping review and future research framework","authors":"J. Farrell, Jane Machin, Ann M. Mirabito, J. Drenten, Christina Y. Chan-Park, Elizabeth Crosby, N. Adkins","doi":"10.1002/mar.22070","DOIUrl":"https://doi.org/10.1002/mar.22070","url":null,"abstract":"Marketing scholars wield untapped potential to expand research into the wellbeing of consumers with mental illness beyond existing clinical and medical perspectives, enriching the field with unique insights into consumer behavior, market dynamics, and strategic interventions. This scoping review maps over 50 years of research at the intersection of mental illness and marketing in business disciplines. We examine a corpus of 1064 peer‐reviewed journal articles using the population, concept, and context framework to integrate extant knowledge and identify research gaps. We present a comprehensive future‐facing research framework that highlights gaps at the consumer, market, policy, and society levels that marketing researchers are particularly qualified to investigate. Through a series of illustrative research directives, we highlight areas of opportunities for better understanding and addressing the interdependencies that exist within this complex and multidisciplinary domain.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141801082","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Prosocial consumer behaviours, or actions taken by consumers intended to benefit others, are essential for society's stability. Thus, marketers need to systematically develop strategies that promote such intentions among consumers. Influencer marketing is a particularly effective strategy. We systematically review and propose how to encourage prosocial consumer behaviour, depending on consumers' capability, opportunity, and motivation. In Study 1, a scoping review of 15 articles on influencer marketing encouraging prosocial consumer behaviour yields a research map that confirms the relevance of influencer marketing in encouraging such behaviour. In Study 2, a bibliometric review of 867 articles on prosocial consumer behaviour results in a keyword map that identifies critical factors influencing prosocial consumer behaviour. The findings offer future research directions on influencer marketing to encourage prosocial consumer behaviour. More importantly, we propose practical digital interventions for encouraging prosocial consumer behaviour. This research provides a state‐of‐the‐art overview of prosocial consumer behaviour and illustrates how influencer marketing can promote prosocial consumer behaviour.
{"title":"Encouraging prosocial consumer behaviour: A review of influencer and digital marketing literature","authors":"Xiaoqian Li, Yeyi Liu, Jingyu Zhu, Jingyi Lou","doi":"10.1002/mar.22079","DOIUrl":"https://doi.org/10.1002/mar.22079","url":null,"abstract":"Prosocial consumer behaviours, or actions taken by consumers intended to benefit others, are essential for society's stability. Thus, marketers need to systematically develop strategies that promote such intentions among consumers. Influencer marketing is a particularly effective strategy. We systematically review and propose how to encourage prosocial consumer behaviour, depending on consumers' capability, opportunity, and motivation. In Study 1, a scoping review of 15 articles on influencer marketing encouraging prosocial consumer behaviour yields a research map that confirms the relevance of influencer marketing in encouraging such behaviour. In Study 2, a bibliometric review of 867 articles on prosocial consumer behaviour results in a keyword map that identifies critical factors influencing prosocial consumer behaviour. The findings offer future research directions on influencer marketing to encourage prosocial consumer behaviour. More importantly, we propose practical digital interventions for encouraging prosocial consumer behaviour. This research provides a state‐of‐the‐art overview of prosocial consumer behaviour and illustrates how influencer marketing can promote prosocial consumer behaviour.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141799303","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Complaint management is often considered a significant cost center, and it may be difficult for companies to treat all complainers equally in physical settings where complainers can observe each other's treatment. How do complainers feel when other complainers receive a response from the company, but they do not? We introduce and conceptualize a complainer exclusion construct that incorporates the complainer's observation of theirs and other complainers' treatment. Drawing on the theory of ostracism, three studies employing varying industry and complaint settings, reveal that perceptions of exclusion underpin complainers' re‐complaining intentions (Study 1). Moreover, this effect is intensified when earlier complainers witness the later complainers receive a response, suggesting temporal order of complaints as an important boundary condition (Study 2). Contrarily, shifting complainers' primary focus away from the unpleasant experience through a distraction weakens the re‐complaining intentions among complainers feeling exclusion (Study 3). This research has significant implications for managing complaint management systems, avoiding perceived exclusion among complainers, and effectively reducing the likelihood of worse outcomes for all stakeholders.
{"title":"They forgot me! The exclusionary effects among complaining consumers when others receive a response","authors":"Zhiying Ben, Paurav Shukla","doi":"10.1002/mar.22080","DOIUrl":"https://doi.org/10.1002/mar.22080","url":null,"abstract":"Complaint management is often considered a significant cost center, and it may be difficult for companies to treat all complainers equally in physical settings where complainers can observe each other's treatment. How do complainers feel when other complainers receive a response from the company, but they do not? We introduce and conceptualize a complainer exclusion construct that incorporates the complainer's observation of theirs and other complainers' treatment. Drawing on the theory of ostracism, three studies employing varying industry and complaint settings, reveal that perceptions of exclusion underpin complainers' re‐complaining intentions (Study 1). Moreover, this effect is intensified when earlier complainers witness the later complainers receive a response, suggesting temporal order of complaints as an important boundary condition (Study 2). Contrarily, shifting complainers' primary focus away from the unpleasant experience through a distraction weakens the re‐complaining intentions among complainers feeling exclusion (Study 3). This research has significant implications for managing complaint management systems, avoiding perceived exclusion among complainers, and effectively reducing the likelihood of worse outcomes for all stakeholders.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141814543","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Most advertisements highlight a product's positive attributes to attract consumers. Yet, some brands deliberately criticize themselves by employing self‐deprecation within their communications, such as Carlsberg's “Probably not the best beer in the world” campaign. This research examines whether, when, and why consumers react more favorably to self‐deprecating advertisements. In six experiments, we demonstrate that when the self‐deprecated attribute holds less importance to consumers, self‐deprecating (vs. self‐promoting) advertisements enhance brand trust by elevating the brand's social attractiveness and diminishing consumer skepticism. Importantly, self‐deprecation in advertisements also lowers consumers' tendency to avoid them. We empirically rule out several alternative explanations (i.e., consumer engagement, sentiment, nonconformity, and novelty) for these effects. Our research builds on prior studies in impression management and social psychology, contributing to the literature on advertising, self‐deprecation, and consumer skepticism by promoting the strategic use of self‐deprecating advertisements to bolster brand trust and reduce advertising avoidance. We offer actionable insights for managers and practitioners, highlighting how self‐deprecation can effectively address the challenges of building trust in diverse consumer‐facing marketing contexts.
{"title":"Impressive insults: How do consumers respond to self‐deprecating advertisements?","authors":"Vaishnavi Kale, E. Sayin","doi":"10.1002/mar.22078","DOIUrl":"https://doi.org/10.1002/mar.22078","url":null,"abstract":"Most advertisements highlight a product's positive attributes to attract consumers. Yet, some brands deliberately criticize themselves by employing self‐deprecation within their communications, such as Carlsberg's “Probably not the best beer in the world” campaign. This research examines whether, when, and why consumers react more favorably to self‐deprecating advertisements. In six experiments, we demonstrate that when the self‐deprecated attribute holds less importance to consumers, self‐deprecating (vs. self‐promoting) advertisements enhance brand trust by elevating the brand's social attractiveness and diminishing consumer skepticism. Importantly, self‐deprecation in advertisements also lowers consumers' tendency to avoid them. We empirically rule out several alternative explanations (i.e., consumer engagement, sentiment, nonconformity, and novelty) for these effects. Our research builds on prior studies in impression management and social psychology, contributing to the literature on advertising, self‐deprecation, and consumer skepticism by promoting the strategic use of self‐deprecating advertisements to bolster brand trust and reduce advertising avoidance. We offer actionable insights for managers and practitioners, highlighting how self‐deprecation can effectively address the challenges of building trust in diverse consumer‐facing marketing contexts.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141819380","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Since 1982, the decoy effect has been one of consumer behavior literature's most discussed and documented phenomena. It has several managerial implications in gaining strategic advantages, such as product management and profit maximization. Numerous attempts have been made to explain the decoy effect. However, there is no clear consensus in the literature regarding the underlying mechanism of the decoy effect. This paper presents a systematic literature review to integrate the four decades of decoy effect research. We analyze the contribution of literature, establish linkages between them, and provide a holistic view of understanding the decoy effect that is beneficial for academicians and practitioners. We discuss and differentiate four types of decoy alternatives that produce three types of decoy effects: attraction effect, compromise effect, and phantom decoy effect. We provide a comprehensive list of moderating factors of the decoy effect. Further, we critically review and integrate various explanatory models to better understand the underlying mechanism of the decoy effect. Finally, we discuss several promising avenues for future research.
{"title":"An integrative review of the decoy effect on choice behavior","authors":"Pravesh K. Padamwar, Jagrook Dawra","doi":"10.1002/mar.22076","DOIUrl":"https://doi.org/10.1002/mar.22076","url":null,"abstract":"Since 1982, the decoy effect has been one of consumer behavior literature's most discussed and documented phenomena. It has several managerial implications in gaining strategic advantages, such as product management and profit maximization. Numerous attempts have been made to explain the decoy effect. However, there is no clear consensus in the literature regarding the underlying mechanism of the decoy effect. This paper presents a systematic literature review to integrate the four decades of decoy effect research. We analyze the contribution of literature, establish linkages between them, and provide a holistic view of understanding the decoy effect that is beneficial for academicians and practitioners. We discuss and differentiate four types of decoy alternatives that produce three types of decoy effects: attraction effect, compromise effect, and phantom decoy effect. We provide a comprehensive list of moderating factors of the decoy effect. Further, we critically review and integrate various explanatory models to better understand the underlying mechanism of the decoy effect. Finally, we discuss several promising avenues for future research.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141821055","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Jan‐Hinrich Meyer, Felix Friederich, Jorge Matute, Michelle Schwarz
Cryptocurrencies (cryptos) have detrimental environmental effects due to their massive energy consumption. While several green crypto coins have been launched, the mainstream—environmentally unfriendly coins—still lead the market. In this study, we explore if influencer marketing, specifically fear‐of‐missing‐out (FOMO) appeals, can contribute to promoting green crypto coin purchases to encourage sustainable investments. The results of five studies (two lab experiments using neurobiological sensors, two online experiments, and a discrete choice experiment) show that social media postings conveying FOMO appeals decrease (increase) green crypto (normal crypto) coin investments. The results further show that message congruence and emotional value perceptions mediate this effect. Finally, we demonstrate that the observed results hold when adding governance and regulatory crypto support as well as the crypto price path evolution to the choice. The results provide notable theoretical contributions and implications for policymakers concerned with fostering more sustainable consumption behavior in the crypto context.
{"title":"My money—My problem: How fear‐of‐missing‐out appeals can hinder sustainable investment decisions","authors":"Jan‐Hinrich Meyer, Felix Friederich, Jorge Matute, Michelle Schwarz","doi":"10.1002/mar.22077","DOIUrl":"https://doi.org/10.1002/mar.22077","url":null,"abstract":"Cryptocurrencies (cryptos) have detrimental environmental effects due to their massive energy consumption. While several green crypto coins have been launched, the mainstream—environmentally unfriendly coins—still lead the market. In this study, we explore if influencer marketing, specifically fear‐of‐missing‐out (FOMO) appeals, can contribute to promoting green crypto coin purchases to encourage sustainable investments. The results of five studies (two lab experiments using neurobiological sensors, two online experiments, and a discrete choice experiment) show that social media postings conveying FOMO appeals decrease (increase) green crypto (normal crypto) coin investments. The results further show that message congruence and emotional value perceptions mediate this effect. Finally, we demonstrate that the observed results hold when adding governance and regulatory crypto support as well as the crypto price path evolution to the choice. The results provide notable theoretical contributions and implications for policymakers concerned with fostering more sustainable consumption behavior in the crypto context.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141827787","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The present research examines how a temporal dimension of the Chief Executive Officer (CEO) fashion style—consistent (vs. variable) fashion—influences stakeholders' perceptions of CEO competence. Based on the temporal aspect of attribution theory, we hypothesize that stakeholders perceive those CEOs who are consistent in their clothing across various occasions as more competent than CEOs who do not portray consistency. We also consider CEO gender a key moderator of the link between fashion consistency and perceived competence. Based on gender stereotypes and relatively unclear rules about women's clothing within professional settings, we hypothesize that the enhancement of perceived competence from a consistent fashion style is mitigated for female CEOs. Furthermore, by applying a zero‐sum belief in time management to CEOs' clothing decisions, we hypothesize that perceived work engagement mediates the “gender” moderation. Three studies, including a survey and two scenario‐based experiments in which we manipulate fashion consistency and CEO gender, largely supported the hypotheses. The results emphasize the importance for CEOs to strategically manage visual cues, like fashion style, focusing on either their consistency or variability when interacting with stakeholders across different occasions.
本研究探讨了首席执行官（CEO）时尚风格的时间维度--一致的（与多变的）时尚--如何影响利益相关者对 CEO 能力的看法。基于归因理论的时间维度，我们假设利益相关者认为在不同场合穿着一致的首席执行官比穿着不一致的首席执行官更有能力。我们还认为首席执行官的性别是服装一致性与感知能力之间联系的关键调节因素。基于性别刻板印象和职业环境中对女性服装相对不明确的规定，我们假设，对于女性首席执行官来说，一致的时尚风格对其感知能力的提升会有所减弱。此外，通过将时间管理中的零和信念应用到首席执行官的服装决策中，我们假设感知到的工作投入会对 "性别 "调节起到中介作用。我们进行了三项研究，包括一项调查和两项基于情景的实验，在实验中我们对时尚的一致性和首席执行官的性别进行了操纵，结果在很大程度上支持了上述假设。研究结果强调了首席执行官在不同场合与利益相关者互动时，对视觉线索（如时尚风格）进行战略管理的重要性，重点关注其一致性或可变性。
{"title":"CEO fashion matters? Effect of consistent versus variable fashion style on perceived competence","authors":"MinChung Kim, Jacob C. Lee","doi":"10.1002/mar.22072","DOIUrl":"https://doi.org/10.1002/mar.22072","url":null,"abstract":"The present research examines how a temporal dimension of the Chief Executive Officer (CEO) fashion style—consistent (vs. variable) fashion—influences stakeholders' perceptions of CEO competence. Based on the temporal aspect of attribution theory, we hypothesize that stakeholders perceive those CEOs who are consistent in their clothing across various occasions as more competent than CEOs who do not portray consistency. We also consider CEO gender a key moderator of the link between fashion consistency and perceived competence. Based on gender stereotypes and relatively unclear rules about women's clothing within professional settings, we hypothesize that the enhancement of perceived competence from a consistent fashion style is mitigated for female CEOs. Furthermore, by applying a zero‐sum belief in time management to CEOs' clothing decisions, we hypothesize that perceived work engagement mediates the “gender” moderation. Three studies, including a survey and two scenario‐based experiments in which we manipulate fashion consistency and CEO gender, largely supported the hypotheses. The results emphasize the importance for CEOs to strategically manage visual cues, like fashion style, focusing on either their consistency or variability when interacting with stakeholders across different occasions.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141829007","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Brand activism is a widespread phenomenon, yet strategies for leveraging activism messages to yield positive consumer responses and enhance brand equity are not well understood. This study investigated the effects and mechanisms of activism message framing (hope vs. frustration) from the perspectives of message and inspiration. The results of five experimental studies revealed that (hope‐framed vs. frustration‐framed) activism messages can inspire consumers and enhance their purchase intentions towards related brands. The stimulation of growth mindsets among consumers amplifies the positive effects of activism message framing, while the salience of activism issues can reverse the negative reactions caused by frustrating messages and consumers' fixed mindsets. These insights not only contribute to existing brand activism literature by explaining the psychological mechanisms and influential elements of activism message framing effects, but also provide valuable guidance to marketers in developing brand activism strategies and effectively communicating relevant information.
{"title":"Power from words: The influence of brand activism message framing on consumer purchase intention","authors":"Shengcheng Xie, Haiying Wei, Siyun Chen","doi":"10.1002/mar.22073","DOIUrl":"https://doi.org/10.1002/mar.22073","url":null,"abstract":"Brand activism is a widespread phenomenon, yet strategies for leveraging activism messages to yield positive consumer responses and enhance brand equity are not well understood. This study investigated the effects and mechanisms of activism message framing (hope vs. frustration) from the perspectives of message and inspiration. The results of five experimental studies revealed that (hope‐framed vs. frustration‐framed) activism messages can inspire consumers and enhance their purchase intentions towards related brands. The stimulation of growth mindsets among consumers amplifies the positive effects of activism message framing, while the salience of activism issues can reverse the negative reactions caused by frustrating messages and consumers' fixed mindsets. These insights not only contribute to existing brand activism literature by explaining the psychological mechanisms and influential elements of activism message framing effects, but also provide valuable guidance to marketers in developing brand activism strategies and effectively communicating relevant information.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141653499","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This research investigates how product evaluations are impacted by two strategies for presenting an ingredient: with its common name or with its scientific name. We find that using the scientific name of a major ingredient enhances product evaluations when the product is perceived as utilitarian, whereas using the common name for that ingredient has a positive impact on product evaluations when the product is perceived as hedonic. The above fit effects are mediated by the consumer's enhanced sense of “feeling right.” Furthermore, we find that using the scientific name for a harmful ingredient that has been removed is more likely to enhance product evaluations than referring to the removed ingredient by its common name. Our findings provide important insights that can help marketers choose the ingredient name that most effectively promotes their products.
{"title":"“Ascorbic Acid” or “Vitamin C?” When and how scientifically or commonly named ingredients enhance product evaluations","authors":"Dickson Tok, Xi Chen, Chun‐Tuan Chang, X. Chu","doi":"10.1002/mar.22068","DOIUrl":"https://doi.org/10.1002/mar.22068","url":null,"abstract":"This research investigates how product evaluations are impacted by two strategies for presenting an ingredient: with its common name or with its scientific name. We find that using the scientific name of a major ingredient enhances product evaluations when the product is perceived as utilitarian, whereas using the common name for that ingredient has a positive impact on product evaluations when the product is perceived as hedonic. The above fit effects are mediated by the consumer's enhanced sense of “feeling right.” Furthermore, we find that using the scientific name for a harmful ingredient that has been removed is more likely to enhance product evaluations than referring to the removed ingredient by its common name. Our findings provide important insights that can help marketers choose the ingredient name that most effectively promotes their products.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141652807","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Darlene Walsh, Argiro Kliamenakis, Michel Laroche, Sarah Jabado
This research examines how sponsored user‐generated content influences consumer engagement on TikTok across three studies. In the first study, we demonstrate that when content creators endorse brands through sponsorship, they are perceived as less authentic. This perceived lack of authenticity, in turn, reduces consumer engagement with brands. In the second study, we show that the influence of sponsorship on consumer engagement is moderated by the content creator's popularity, as reflected by their follower count. Specifically, the negative effect of sponsorship on consumer engagement is observed only among popular creators with large followings, while less popular creators do not experience the same negative impact. In the third study, we show that for popular creators, sponsorship can enhance consumer engagement when the endorsed brand is perceived as small, compared to when it is perceived as large. Together, these findings extend our theoretical understanding of how sponsored user‐generated content shapes consumer engagement on TikTok. Additionally, our research provides valuable insights for brand managers aiming to develop effective digital marketing strategies and for content creators looking to optimize engagement with their audience.
{"title":"Authenticity in TikTok: How content creator popularity and brand size influence consumer engagement with sponsored user‐generated content","authors":"Darlene Walsh, Argiro Kliamenakis, Michel Laroche, Sarah Jabado","doi":"10.1002/mar.22075","DOIUrl":"https://doi.org/10.1002/mar.22075","url":null,"abstract":"This research examines how sponsored user‐generated content influences consumer engagement on TikTok across three studies. In the first study, we demonstrate that when content creators endorse brands through sponsorship, they are perceived as less authentic. This perceived lack of authenticity, in turn, reduces consumer engagement with brands. In the second study, we show that the influence of sponsorship on consumer engagement is moderated by the content creator's popularity, as reflected by their follower count. Specifically, the negative effect of sponsorship on consumer engagement is observed only among popular creators with large followings, while less popular creators do not experience the same negative impact. In the third study, we show that for popular creators, sponsorship can enhance consumer engagement when the endorsed brand is perceived as small, compared to when it is perceived as large. Together, these findings extend our theoretical understanding of how sponsored user‐generated content shapes consumer engagement on TikTok. Additionally, our research provides valuable insights for brand managers aiming to develop effective digital marketing strategies and for content creators looking to optimize engagement with their audience.","PeriodicalId":188459,"journal":{"name":"Psychology & Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141662478","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：