Abstract Journal rankings convey important information to researchers and influence processes related to promotion, remuneration, research funding, and resource allocation in academe. The present research uses direct responses from an international sample of 203 active marketing scholars in a web-based survey to endogenously rank 138 marketing journals by quality, awareness, and importance. We employ regression estimation with nested random journal-within-tier effects to comprehensively rank the marketing journals into four ordered tiers (A–D), and then in turn, subdivide journals in each tier, into “upper,” “middle,” and “lower” groups (e.g. Tier A: A+, A and A−). Our methodology, Active Scholar Assessment (ASA), produces an independent ranking of marketing journals that aggregates individual expert opinion regarding journals by researchers from 68 countries. Subsequently, we compare our ASA-developed marketing journal rankings and categories with prominent citation-based ranking systems (Scimago, Clarivate Analytics’ Journal Citation Reports, Association of Business Schools, and the Australian Business Deans Council) to demonstrate that the opinions of active scholars are comparatively more stable and capture additional information (that is not reflected by computations based solely on citations), and provide useful strategic information and direction to scholars.
{"title":"Marketing Journal Rankings: Active Scholar Assessment","authors":"Russell Currie, Gurupdesh Pandher, Peter Voyer","doi":"10.1515/roms-2022-0076","DOIUrl":"https://doi.org/10.1515/roms-2022-0076","url":null,"abstract":"Abstract Journal rankings convey important information to researchers and influence processes related to promotion, remuneration, research funding, and resource allocation in academe. The present research uses direct responses from an international sample of 203 active marketing scholars in a web-based survey to endogenously rank 138 marketing journals by quality, awareness, and importance. We employ regression estimation with nested random journal-within-tier effects to comprehensively rank the marketing journals into four ordered tiers (A–D), and then in turn, subdivide journals in each tier, into “upper,” “middle,” and “lower” groups (e.g. Tier A: A+, A and A−). Our methodology, Active Scholar Assessment (ASA), produces an independent ranking of marketing journals that aggregates individual expert opinion regarding journals by researchers from 68 countries. Subsequently, we compare our ASA-developed marketing journal rankings and categories with prominent citation-based ranking systems (Scimago, Clarivate Analytics’ Journal Citation Reports, Association of Business Schools, and the Australian Business Deans Council) to demonstrate that the opinions of active scholars are comparatively more stable and capture additional information (that is not reflected by computations based solely on citations), and provide useful strategic information and direction to scholars.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-05-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45064008","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}
Abstract In marketing, authority figures are often used to convince the audience: think of the doctor in the white coat or the professor recommending a product. Some of these techniques can be translated to the world of email marketing, which sparked our interest to see if recipients are more eager to open an email when it is send by the CEO of a company. For this project, we collaborated with a digital marketing company and run two randomized field experiments: examining if a small change in the email design – adding CEO to the sender line – has an effect on performance. Our results indicate that organizations can use authority figures to improve the performance of their email campaigns. However, there might be important differences between target groups, suggesting that specific audiences are more easily seduced by job titles than others.
{"title":"How to Improve the Performance of Email Marketing Campaigns? A Field Experiment Using the Authority Principle to Improve Email Performance","authors":"Laurens Defau, Alexander Zauner, Anna Sycik","doi":"10.1515/roms-2022-0095","DOIUrl":"https://doi.org/10.1515/roms-2022-0095","url":null,"abstract":"Abstract In marketing, authority figures are often used to convince the audience: think of the doctor in the white coat or the professor recommending a product. Some of these techniques can be translated to the world of email marketing, which sparked our interest to see if recipients are more eager to open an email when it is send by the CEO of a company. For this project, we collaborated with a digital marketing company and run two randomized field experiments: examining if a small change in the email design – adding CEO to the sender line – has an effect on performance. Our results indicate that organizations can use authority figures to improve the performance of their email campaigns. However, there might be important differences between target groups, suggesting that specific audiences are more easily seduced by job titles than others.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-04-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41337240","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}
Abstract Expanding expenditures and emphasis on sustainable marketing necessitate additional research to comprehend how to effectively influence sustainable attitudes and behaviour, particularly in the under-researched realms of social media. The role of social media in creating and building attitudes towards sustainable purchasing is vastly underexplored. Based on social learning theory and the theory of planned behaviour, the present study has been endeavoured to investigate the factors that influence consumers’ sustainable purchase attitudes and intentions. With the data sets obtained from three hundred 50 respondents, structural equation modelling (SEM) was employed using AMOS 22.0. From the study findings, it is observed that social media usage, social influence, drive for environmental responsibility, and perceived trust in social media are the major antecedents of consumers’ sustainable purchasing attitudes, which in turn influence their sustainable purchase intentions. It is pertinent for prominent stakeholders, including governments and regulatory agencies, to employ the findings of this study while designing campaigns to encourage individuals to practise sustainable buying behaviour. Fostering sustainable buying behaviour could help mitigate the negative consequences of impulsive purchasing on human beings and the environment. Thus, deciphering the function of social media in promoting sustainable purchasing attitudes makes the current research novel and valuable.
{"title":"How Does Social Media Impact Consumers’ Sustainable Purchase Intention?","authors":"Nilesh Arora, M. Rana, S. Prashar","doi":"10.1515/roms-2022-0072","DOIUrl":"https://doi.org/10.1515/roms-2022-0072","url":null,"abstract":"Abstract Expanding expenditures and emphasis on sustainable marketing necessitate additional research to comprehend how to effectively influence sustainable attitudes and behaviour, particularly in the under-researched realms of social media. The role of social media in creating and building attitudes towards sustainable purchasing is vastly underexplored. Based on social learning theory and the theory of planned behaviour, the present study has been endeavoured to investigate the factors that influence consumers’ sustainable purchase attitudes and intentions. With the data sets obtained from three hundred 50 respondents, structural equation modelling (SEM) was employed using AMOS 22.0. From the study findings, it is observed that social media usage, social influence, drive for environmental responsibility, and perceived trust in social media are the major antecedents of consumers’ sustainable purchasing attitudes, which in turn influence their sustainable purchase intentions. It is pertinent for prominent stakeholders, including governments and regulatory agencies, to employ the findings of this study while designing campaigns to encourage individuals to practise sustainable buying behaviour. Fostering sustainable buying behaviour could help mitigate the negative consequences of impulsive purchasing on human beings and the environment. Thus, deciphering the function of social media in promoting sustainable purchasing attitudes makes the current research novel and valuable.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48441037","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}
André Luiz Maranhão de Souza-Leão, B. M. Moura, Mariana Almeida DE Souza Lopes, Marília Abigail Meneses Batista, Maria Eduarda da Mota Melo, Juliana Francisca Dutra dos Santos
Abstract Fans’ relationship with media product franchises is strongly based on the symbolic value and sense of belonging that nurtures their consumer practices, a fact that indicates the love relationship with these brands. Entertainment brands increasingly resort to paratexts in order to expand their relationship with fans. Thus, the aim of the current research is to investigate how the paratextualization of franchise productions by the entertainment industry is used to trigger love towards their brands. In order to do so, it applied the Foucauldian Discourse Analysis to news reports and information published on websites of three of the most successful brands in the entertainment industry, namely: Star Wars, Wizarding World and Game of Thrones. Based on the results, these brands promote both the value and the continuity of the aforementioned sagas as means to develop an affective brand for their fans.
{"title":"Developing Affective Brands: Paratextualization in the Entertainment Industry","authors":"André Luiz Maranhão de Souza-Leão, B. M. Moura, Mariana Almeida DE Souza Lopes, Marília Abigail Meneses Batista, Maria Eduarda da Mota Melo, Juliana Francisca Dutra dos Santos","doi":"10.1515/roms-2022-0021","DOIUrl":"https://doi.org/10.1515/roms-2022-0021","url":null,"abstract":"Abstract Fans’ relationship with media product franchises is strongly based on the symbolic value and sense of belonging that nurtures their consumer practices, a fact that indicates the love relationship with these brands. Entertainment brands increasingly resort to paratexts in order to expand their relationship with fans. Thus, the aim of the current research is to investigate how the paratextualization of franchise productions by the entertainment industry is used to trigger love towards their brands. In order to do so, it applied the Foucauldian Discourse Analysis to news reports and information published on websites of three of the most successful brands in the entertainment industry, namely: Star Wars, Wizarding World and Game of Thrones. Based on the results, these brands promote both the value and the continuity of the aforementioned sagas as means to develop an affective brand for their fans.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-01-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46702525","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}
Abstract Social marketing is all about creating, communicating, and delivering value to selected target markets; this value benefits society via the solution of major issues such as public health, safety, the environment, etc. Sadly, it seems that political mismanagement has created long-lasting or permanent ecological damage, a major public issue. Ecological environment issues impact future generations and humankind’s quality of life. This study aims to answer a crucial question: What do the political players due to help solve this problem? According to The CIS Model1, a government, a political party, or a politician not only need to create a political product (idea/proposal) but also needs to inform people about the product and support it. Given that The CIS Model is new, no studies were found to examine how a government can use The CIS Model as a strategy to advance Global Warming solutions for the benefit of the young generation (Generation Z). A sample of 205 adults aged 18–25 (Generation Z) from the USA, Europe, Asia, and Africa participated in the current study. According to the results of this study, the more a government uses The CIS Strategy to package global warming products, the higher Generation Z’s satisfaction (SFC), and the higher Generation Z’s loyalty to the government (LYT). The current study provides managerial implications and directions for future research.
{"title":"Packaging Global Warming Products: The CIS Strategy as a Driver of Gen Z’s Satisfaction and Loyalty","authors":"N. Antoniades","doi":"10.1515/roms-2022-0084","DOIUrl":"https://doi.org/10.1515/roms-2022-0084","url":null,"abstract":"Abstract Social marketing is all about creating, communicating, and delivering value to selected target markets; this value benefits society via the solution of major issues such as public health, safety, the environment, etc. Sadly, it seems that political mismanagement has created long-lasting or permanent ecological damage, a major public issue. Ecological environment issues impact future generations and humankind’s quality of life. This study aims to answer a crucial question: What do the political players due to help solve this problem? According to The CIS Model1, a government, a political party, or a politician not only need to create a political product (idea/proposal) but also needs to inform people about the product and support it. Given that The CIS Model is new, no studies were found to examine how a government can use The CIS Model as a strategy to advance Global Warming solutions for the benefit of the young generation (Generation Z). A sample of 205 adults aged 18–25 (Generation Z) from the USA, Europe, Asia, and Africa participated in the current study. According to the results of this study, the more a government uses The CIS Strategy to package global warming products, the higher Generation Z’s satisfaction (SFC), and the higher Generation Z’s loyalty to the government (LYT). The current study provides managerial implications and directions for future research.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-01-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46662967","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}
Abstract The purpose of this article is to analyze higher educational institutions’ contents in terms of post variables and engagement volume based on categorical classification of theme to understand which factors affect the overall engagement. The sample included 29,814 Facebook, Instagram, and Twitter posts from the top 10 largest and global higher education institutions by community size as of January 1, 2021. The platform’s publically available dashboard metrics were used to analyze the engagement. A negative binomial regression model was used to estimate the impact of selected variables on engagement. Instagram has the highest potential for engagement growth and also dominates the other platforms for engagement per post. Twitter has been observed as the most preferred platform by volume of activity and also the least efficient of all. Facebook has the highest volume of engagement and second-highest efficiency. There is a huge gap between the publisher’s activity priority and engagement pattern across the selected platforms. The findings highlight the importance of developing a systematic procedure for analyzing content engagement potential and designing post strategies for each platform. This study contributes to the literature by designing a framework to analyze post efficiency as per content category for any given platform based on public level data. This adds up to the ability of the competitors with social media to analyze their position in terms of engagement and helps in estimation. These enhancements resulted in a framework with more explanatory power while projecting post efficiency.
{"title":"A Systematic Analysis of Higher Educational Content Over Social Media for Engagement Optimization","authors":"Prakrit Saikia, H. Barman","doi":"10.1515/roms-2022-0050","DOIUrl":"https://doi.org/10.1515/roms-2022-0050","url":null,"abstract":"Abstract The purpose of this article is to analyze higher educational institutions’ contents in terms of post variables and engagement volume based on categorical classification of theme to understand which factors affect the overall engagement. The sample included 29,814 Facebook, Instagram, and Twitter posts from the top 10 largest and global higher education institutions by community size as of January 1, 2021. The platform’s publically available dashboard metrics were used to analyze the engagement. A negative binomial regression model was used to estimate the impact of selected variables on engagement. Instagram has the highest potential for engagement growth and also dominates the other platforms for engagement per post. Twitter has been observed as the most preferred platform by volume of activity and also the least efficient of all. Facebook has the highest volume of engagement and second-highest efficiency. There is a huge gap between the publisher’s activity priority and engagement pattern across the selected platforms. The findings highlight the importance of developing a systematic procedure for analyzing content engagement potential and designing post strategies for each platform. This study contributes to the literature by designing a framework to analyze post efficiency as per content category for any given platform based on public level data. This adds up to the ability of the competitors with social media to analyze their position in terms of engagement and helps in estimation. These enhancements resulted in a framework with more explanatory power while projecting post efficiency.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-01-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49548940","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}
G. Fruchter, Thomas Reutterer, Stephan Dickert, Martina Vacondio
Abstract The evolution of quality expectations over time is an important driver of customer satisfaction and retention. This study investigated the dynamic properties of customers’ quality expectation updating from an analytical perspective and provides new evidence on the psychological correlates of the discrepancies between expectations and experiences in the realm of consumer decision making. In doing so, we focus on the dynamics of expectation formation by adopting a nonlinear complex systems approach based on well-established behavioral theories. Using stability analysis, we find analytical results which are supported empirically by an experiment that there is considerable heterogeneity in how consumers calibrate their quality expectations. Specifically, we demonstrate analytically that in some cases individuals will converge to a specific quality expectation (reach a stable fixed point), while in other cases their expectations will oscillate between a small number of points periodically. This is remarkable because the existence of the latter is not due to changes in quality performance but merely accrue endogenously and depend on individuals’ disconfirmation functions. To our knowledge, this is the first time in the marketing literature that the corresponding gaps between quality expectations and quality provided are analyzed in the long run. Our analytical and empirical findings also suggest that being more responsive to a person’s expectations can increase the portion of those individuals that are able to better calibrate. Finally, we also demonstrate that calibration ability is associated with how thoughtful or impulsive information is used to update one’s expectation. A more deliberative processing style, which includes using a wider range of information, seems to be related to fewer unrealistic expectations and better calibrations, while a more impulsive processing style is related to more unrealistic expectations. In addition to providing a better understanding of dynamic expectation formation, these results can pave the way for interventions that foster more accurate quality expectations. From a managerial perspective, our findings imply that communicating quality perceptions are only to a certain extent under managerial control. To recognize this, firms are advised to segment customers based on their information processing style and to customize their marketing actions accordingly.
{"title":"Dynamic Formation of Quality Expectations: Theory and Empirical Evidence","authors":"G. Fruchter, Thomas Reutterer, Stephan Dickert, Martina Vacondio","doi":"10.1515/roms-2022-0096","DOIUrl":"https://doi.org/10.1515/roms-2022-0096","url":null,"abstract":"Abstract The evolution of quality expectations over time is an important driver of customer satisfaction and retention. This study investigated the dynamic properties of customers’ quality expectation updating from an analytical perspective and provides new evidence on the psychological correlates of the discrepancies between expectations and experiences in the realm of consumer decision making. In doing so, we focus on the dynamics of expectation formation by adopting a nonlinear complex systems approach based on well-established behavioral theories. Using stability analysis, we find analytical results which are supported empirically by an experiment that there is considerable heterogeneity in how consumers calibrate their quality expectations. Specifically, we demonstrate analytically that in some cases individuals will converge to a specific quality expectation (reach a stable fixed point), while in other cases their expectations will oscillate between a small number of points periodically. This is remarkable because the existence of the latter is not due to changes in quality performance but merely accrue endogenously and depend on individuals’ disconfirmation functions. To our knowledge, this is the first time in the marketing literature that the corresponding gaps between quality expectations and quality provided are analyzed in the long run. Our analytical and empirical findings also suggest that being more responsive to a person’s expectations can increase the portion of those individuals that are able to better calibrate. Finally, we also demonstrate that calibration ability is associated with how thoughtful or impulsive information is used to update one’s expectation. A more deliberative processing style, which includes using a wider range of information, seems to be related to fewer unrealistic expectations and better calibrations, while a more impulsive processing style is related to more unrealistic expectations. In addition to providing a better understanding of dynamic expectation formation, these results can pave the way for interventions that foster more accurate quality expectations. From a managerial perspective, our findings imply that communicating quality perceptions are only to a certain extent under managerial control. To recognize this, firms are advised to segment customers based on their information processing style and to customize their marketing actions accordingly.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46651539","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}
Abstract The current study investigated how sport fans and those of popular athletic footwear brands Nike and Adidas perceived and behaved toward their favorite and relevant rival brands. First, sport fans were compared with fans of athletic footwear brands to determine if differences were present in their favorite and rival brand perceptions. Sport fans reported higher identity toward their favorite brand, and more derogation toward a rival team than fans of the Nike and Adidas athletic footwear brands. Analysis also revealed that identifying as a fan of both sport and athletic footwear was associated with more positive attitudes directed at the favored footwear brand, while fans of Nike and Adidas did not differ in how they viewed their favorite and rival athletic footwear brands. Discussion and implications for researchers and marketing professionals is included, along with avenues for future research.
{"title":"Walk in Someone Else’s Shoes: Fan Group Behavior and Rivalry in Sport and Athletic Footwear Brands","authors":"C. Havard, L. Reams, Michael Hutchinson","doi":"10.1515/roms-2022-0089","DOIUrl":"https://doi.org/10.1515/roms-2022-0089","url":null,"abstract":"Abstract The current study investigated how sport fans and those of popular athletic footwear brands Nike and Adidas perceived and behaved toward their favorite and relevant rival brands. First, sport fans were compared with fans of athletic footwear brands to determine if differences were present in their favorite and rival brand perceptions. Sport fans reported higher identity toward their favorite brand, and more derogation toward a rival team than fans of the Nike and Adidas athletic footwear brands. Analysis also revealed that identifying as a fan of both sport and athletic footwear was associated with more positive attitudes directed at the favored footwear brand, while fans of Nike and Adidas did not differ in how they viewed their favorite and rival athletic footwear brands. Discussion and implications for researchers and marketing professionals is included, along with avenues for future research.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49622300","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}
Abstract With the spread of crypto assets, Non-Fungible Token (NFT) technology has become more and more discussed on social media platforms. The idea of uniqueness is in the background of the NFT technology used to make digital assets tradable and registerable. This study investigates the effect of consumers’ social media interaction and the need for uniqueness on NFT purchase intention. The research data was collected from 488 consumers who follow NFT purchasing sites. The results highlight the critical role of the need for uniqueness to leverage the NFT purchase intention. Analyzes were made with SPSS and AMOS statistical package programs. The validity and reliability of the scales used were tested and found to have acceptable values. The study tested possible cause-and-effect relationships between all variables using structural equation modeling. According to the findings, social media interaction, creative choice, unpopular choice, and similarity avoidance positively and significantly affected purchasing intention.
{"title":"The Rise of the Non-Fungible Token (NFT) Market in Turkey: The Effect of Social Media Interaction and the Need for Uniqueness on NFT Purchase Intention*","authors":"Ibrahim Halil Efendioglu","doi":"10.1515/roms-2022-0065","DOIUrl":"https://doi.org/10.1515/roms-2022-0065","url":null,"abstract":"Abstract With the spread of crypto assets, Non-Fungible Token (NFT) technology has become more and more discussed on social media platforms. The idea of uniqueness is in the background of the NFT technology used to make digital assets tradable and registerable. This study investigates the effect of consumers’ social media interaction and the need for uniqueness on NFT purchase intention. The research data was collected from 488 consumers who follow NFT purchasing sites. The results highlight the critical role of the need for uniqueness to leverage the NFT purchase intention. Analyzes were made with SPSS and AMOS statistical package programs. The validity and reliability of the scales used were tested and found to have acceptable values. The study tested possible cause-and-effect relationships between all variables using structural equation modeling. According to the findings, social media interaction, creative choice, unpopular choice, and similarity avoidance positively and significantly affected purchasing intention.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-11-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44883227","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}
E. Herrero, Daielly Melina Nassif Mantovani, E. Lopes
Abstract This study aims to identify mental triggers that explain the placebo effect process in marketing studies. To accomplish this, we conducted two experimental studies in which 62 university students (Study 1) and 121 volunteers from a teaching hospital (Study 2) participated. These studies evaluated different cosmetic products, in which we manipulated the perceived luxury of the packaging. Joint analysis of the results indicates that: a) the placebo effect affects both cognitive assessments and consumer behavioral responses; b) unlike other scientific fields, we did not verify the double mediation of expectation and motivation in the relationship between stimuli and response variables, and; c) consumer expectation was significant only in explaining the response variable when moderated at high levels by the persuasion of authority. We conclude our paper with our finding’s theoretical and managerial implications.
{"title":"Why Is the Placebo Effect Different in Marketing? A Study on Moderating Persuasion by Authority","authors":"E. Herrero, Daielly Melina Nassif Mantovani, E. Lopes","doi":"10.1515/roms-2022-0007","DOIUrl":"https://doi.org/10.1515/roms-2022-0007","url":null,"abstract":"Abstract This study aims to identify mental triggers that explain the placebo effect process in marketing studies. To accomplish this, we conducted two experimental studies in which 62 university students (Study 1) and 121 volunteers from a teaching hospital (Study 2) participated. These studies evaluated different cosmetic products, in which we manipulated the perceived luxury of the packaging. Joint analysis of the results indicates that: a) the placebo effect affects both cognitive assessments and consumer behavioral responses; b) unlike other scientific fields, we did not verify the double mediation of expectation and motivation in the relationship between stimuli and response variables, and; c) consumer expectation was significant only in explaining the response variable when moderated at high levels by the persuasion of authority. We conclude our paper with our finding’s theoretical and managerial implications.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42478627","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}
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