Abstract In the world of online advertising, demand for banner slots by advertisers is matched with the inventory available at different publishers by an intermediary (Ad Network or an Exchange). One important feature of auctions in the online advertising space is that publishers typically have multiple slots and advertisers are not necessarily interested in purchasing one unit but are rather interested in purchasing thousands of impressions. Furthermore, an ad network may have different types of publishers with varying quality of advertising space available. Consequently, bidders may value slots in one set of publishers very differently from slots in a different set. For instance, firms selling financial products and services may value slots at CNN.com’s financial section or WSJ.com very differently from slots available at people.com or even the weather section in CNN.com. So, the dilemma confronting an ad network that has inventory from different publishers, facing demand from say, advertisers selling financial products is whether to pool the inventory and conduct a single auction or conduct separate auctions so that the advertisers know that they are bidding for slots on CNN.com’s financial section or on WSJ.com and not for slots on the weather section on CNN.com or some other less preferred slots. Given the critical role that ad networks play, in serving the request of advertisers to get their advertising banners displayed in online media we examine the economic incentives of these intermediaries to derive implications for the optimal market design. More specifically, we seek answers to the following questions. Given the variation in the quality of inventory available from different publishers under what market conditions should the intermediary pool the inventory across the different publishers and conduct a single (undisclosed) auction and when would it be more profitable to conduct different (disclosed) auctions? Given a fixed number of bidders, if the intermediary chooses to conduct two auctions how many bidders should be allocated to each auction and how do market parameters such as the number of bidders or the inventory available of each type affect the allocation rule. Finally, if the intermediary chooses to conduct two auctions should they charge the same commission or different commissions in each auction? We find that when the number of advertisers is small then pooling inventory and conducting a single auction is the optimal strategy. Under these conditions when the inventory of the publishers is sufficiently differentiated it may even be optimal for the intermediary to conduct a single auction but ignore the inventory of the publisher that is valued lower. When the number of advertisers is large, we find very interestingly that conducting multiple auctions is not always optimal. Indeed, when the inventory of publishers is sufficiently differentiated conducting a single auction and ignoring the inventory of the publisher that is va
{"title":"On the Role of Ad Networks: To Endogenize or Not to Endogenize the Number of Bidders in Auctions?","authors":"Parneet Pahwa","doi":"10.1515/roms-2022-0032","DOIUrl":"https://doi.org/10.1515/roms-2022-0032","url":null,"abstract":"Abstract In the world of online advertising, demand for banner slots by advertisers is matched with the inventory available at different publishers by an intermediary (Ad Network or an Exchange). One important feature of auctions in the online advertising space is that publishers typically have multiple slots and advertisers are not necessarily interested in purchasing one unit but are rather interested in purchasing thousands of impressions. Furthermore, an ad network may have different types of publishers with varying quality of advertising space available. Consequently, bidders may value slots in one set of publishers very differently from slots in a different set. For instance, firms selling financial products and services may value slots at CNN.com’s financial section or WSJ.com very differently from slots available at people.com or even the weather section in CNN.com. So, the dilemma confronting an ad network that has inventory from different publishers, facing demand from say, advertisers selling financial products is whether to pool the inventory and conduct a single auction or conduct separate auctions so that the advertisers know that they are bidding for slots on CNN.com’s financial section or on WSJ.com and not for slots on the weather section on CNN.com or some other less preferred slots. Given the critical role that ad networks play, in serving the request of advertisers to get their advertising banners displayed in online media we examine the economic incentives of these intermediaries to derive implications for the optimal market design. More specifically, we seek answers to the following questions. Given the variation in the quality of inventory available from different publishers under what market conditions should the intermediary pool the inventory across the different publishers and conduct a single (undisclosed) auction and when would it be more profitable to conduct different (disclosed) auctions? Given a fixed number of bidders, if the intermediary chooses to conduct two auctions how many bidders should be allocated to each auction and how do market parameters such as the number of bidders or the inventory available of each type affect the allocation rule. Finally, if the intermediary chooses to conduct two auctions should they charge the same commission or different commissions in each auction? We find that when the number of advertisers is small then pooling inventory and conducting a single auction is the optimal strategy. Under these conditions when the inventory of the publishers is sufficiently differentiated it may even be optimal for the intermediary to conduct a single auction but ignore the inventory of the publisher that is valued lower. When the number of advertisers is large, we find very interestingly that conducting multiple auctions is not always optimal. Indeed, when the inventory of publishers is sufficiently differentiated conducting a single auction and ignoring the inventory of the publisher that is va","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":"43387047","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 While the rapid worldwide integration has facilitated the emergence of global consumer culture (GCC), local consumer culture (LCC) still holds a strong influence. Brands, be they global or local, are critical marketplace resources in consumer culture for constructing individual and collective identities. As attitudes toward GCC and LCC guide consumers’ choice between global and local brands, the article addresses which brand meanings (functions) drive the choice and use of brands by consumers embracing GCC/LCC. Theoretically, I advance the literature by connecting GCC/LCC and reactions to brand stimuli. Specially, I examine correlations between the two attitudinal constructs and the salience of four brand meanings: quality, personal identity (self-identity, group-identity, and status), values (similar to social responsibility), and traditions. The results suggest that global brands should focus on personal identity, but not quality in positioning and communications. Local brands should develop their iconic status through ties with tradition and heritage, but not by personal identity. Thus, personal identity and traditions are the most important brand associations to be utilized by global and local brands.
{"title":"Attitudes Toward Global and Local Consumer Culture and the Meanings of Brands","authors":"Jung Seek Kim","doi":"10.1515/roms-2022-0035","DOIUrl":"https://doi.org/10.1515/roms-2022-0035","url":null,"abstract":"Abstract While the rapid worldwide integration has facilitated the emergence of global consumer culture (GCC), local consumer culture (LCC) still holds a strong influence. Brands, be they global or local, are critical marketplace resources in consumer culture for constructing individual and collective identities. As attitudes toward GCC and LCC guide consumers’ choice between global and local brands, the article addresses which brand meanings (functions) drive the choice and use of brands by consumers embracing GCC/LCC. Theoretically, I advance the literature by connecting GCC/LCC and reactions to brand stimuli. Specially, I examine correlations between the two attitudinal constructs and the salience of four brand meanings: quality, personal identity (self-identity, group-identity, and status), values (similar to social responsibility), and traditions. The results suggest that global brands should focus on personal identity, but not quality in positioning and communications. Local brands should develop their iconic status through ties with tradition and heritage, but not by personal identity. Thus, personal identity and traditions are the most important brand associations to be utilized by global and local brands.","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":"41847638","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 present study adopts a qualitative approach to explore the nature and sources of consumer-based brand equity (CBBE) in the cryptocurrency market. Drawing on thirty-two semi-structured interviews with crypto investors in the UK, our findings reveal three main sources of CBBE for crypto brands (i.e. blockchain-based features, crypto brand identity, psychological factors). Also, we supply insights into how the nature and features of blockchain technology shape consumers’ attitude towards crypto brands. Our findings also reveal the key elements of cryptos’ brand identity (i.e. white papers, brand purpose, ICOs) as well as various psychological factors (i.e. psychological distance, escapism, curiosity) that shape consumer perceptions of crypto brands. Our work extends the cryptocurrency and branding literatures in identifying the main sources of CBBE in the crypto market.
{"title":"Exploring the Sources of Consumer-Based Brand Equity in the Cryptocurrency Market","authors":"Achilleas Boukis","doi":"10.1515/roms-2022-0025","DOIUrl":"https://doi.org/10.1515/roms-2022-0025","url":null,"abstract":"Abstract The present study adopts a qualitative approach to explore the nature and sources of consumer-based brand equity (CBBE) in the cryptocurrency market. Drawing on thirty-two semi-structured interviews with crypto investors in the UK, our findings reveal three main sources of CBBE for crypto brands (i.e. blockchain-based features, crypto brand identity, psychological factors). Also, we supply insights into how the nature and features of blockchain technology shape consumers’ attitude towards crypto brands. Our findings also reveal the key elements of cryptos’ brand identity (i.e. white papers, brand purpose, ICOs) as well as various psychological factors (i.e. psychological distance, escapism, curiosity) that shape consumer perceptions of crypto brands. Our work extends the cryptocurrency and branding literatures in identifying the main sources of CBBE in the crypto market.","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":"43542060","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 Studies on the relationship between brand equity and long-term promotional effectiveness have many issues. Brand equity measures can be classified as either consumer-based (CB) or firm-based (FB) measures. Previous literature has mostly focused on one or the other type of measure, mostly due to computational difficulties or data limitations, making it difficult to determine whether the results can be generalized to all types of measure. In addition, long-term promotional effectiveness remains a debatable issue due to complicated long-term effects. Our study is the first to include both CB and FB brand equity measures in a long-term promotional effectiveness study. Using weekly scanner data in the breakfast category covering a three-year period, we are able to compute a variety of popular operationalizations of brand equity measures by employing the aggregate demand model and capture total long-term effects via the persistence model. Our major finding is that the general consensus that higher brand equity generates higher promotional effectiveness applies only to typical FB measures—not CB measures. Moreover, we show a positive accumulated long-term effectiveness and an absence of permanent effects for all our brands. These results offer new insights into the differentiation of major brand equity measures and long-term promotional effectiveness.
{"title":"How Do Different Brand Equity Measures Affect Long-Term Promotional Effectiveness?","authors":"Yuying Shi","doi":"10.1515/roms-2022-0003","DOIUrl":"https://doi.org/10.1515/roms-2022-0003","url":null,"abstract":"Abstract Studies on the relationship between brand equity and long-term promotional effectiveness have many issues. Brand equity measures can be classified as either consumer-based (CB) or firm-based (FB) measures. Previous literature has mostly focused on one or the other type of measure, mostly due to computational difficulties or data limitations, making it difficult to determine whether the results can be generalized to all types of measure. In addition, long-term promotional effectiveness remains a debatable issue due to complicated long-term effects. Our study is the first to include both CB and FB brand equity measures in a long-term promotional effectiveness study. Using weekly scanner data in the breakfast category covering a three-year period, we are able to compute a variety of popular operationalizations of brand equity measures by employing the aggregate demand model and capture total long-term effects via the persistence model. Our major finding is that the general consensus that higher brand equity generates higher promotional effectiveness applies only to typical FB measures—not CB measures. Moreover, we show a positive accumulated long-term effectiveness and an absence of permanent effects for all our brands. These results offer new insights into the differentiation of major brand equity measures and long-term promotional effectiveness.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-07-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48526200","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 paper is to evaluate the Service Dominant Orientation (S-DO), Responsive Market Orientation (RMO) and Proactive Market Orientation (PMO) complementary effect on Brand Performance in the Brazilian agribusiness B2B context. We conducted a survey with 147 Brazilian agribusiness firms that sell supplies directly to farmers. The data were analysed through a three-model hierarchical regression analysis. The results indicated that S-DO complemented by PMO and RMO impacts and explains brand performance at more significant levels than S-DO by itself. The complementary effect is highlighted when firms give voice and partner up with their customers that leads the proactively innovative research based on their latent needs. The study allows agribusiness marketing managers to reflect on the insertion of the B2B customer in the firm’s value co-creation process through a guided innovative research process.
{"title":"Service Dominant Logic and Market Orientation: A Case Study of Brazilian Agribusiness Firms","authors":"Mariangela Duarte Soares Albuquerque, T. Martins","doi":"10.1515/roms-2021-0054","DOIUrl":"https://doi.org/10.1515/roms-2021-0054","url":null,"abstract":"Abstract The purpose of this paper is to evaluate the Service Dominant Orientation (S-DO), Responsive Market Orientation (RMO) and Proactive Market Orientation (PMO) complementary effect on Brand Performance in the Brazilian agribusiness B2B context. We conducted a survey with 147 Brazilian agribusiness firms that sell supplies directly to farmers. The data were analysed through a three-model hierarchical regression analysis. The results indicated that S-DO complemented by PMO and RMO impacts and explains brand performance at more significant levels than S-DO by itself. The complementary effect is highlighted when firms give voice and partner up with their customers that leads the proactively innovative research based on their latent needs. The study allows agribusiness marketing managers to reflect on the insertion of the B2B customer in the firm’s value co-creation process through a guided innovative research process.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-04-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45958730","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 the context of the continuous expansion of e-commerce worldwide, online consumer reviews have become the most accessible and influential form of electronic worth-of-mouth available to everyone on the internet. This raises a challenge for companies with local as well as global customers. It is germane to know whether there are cultural differences reflected in online reviews, as consumers from distinctively different cultures might trust the evaluation of the same product or service differently. In the present study, Dutch and Japanese individuals (N = 166) were presented with two variations of an online excursion review on a holiday booking website. The review with a profile photo of the reviewer was perceived as more realistic. However, this did not directly influence consumers’ booking intention. Meanwhile, the degree of trust in the review affected the inclination to book the excursion. Some cultural differences were found. The Dutch group reported higher booking intentions and trust than the Japanese group, both with the photo-absent review as well as the photo-present review. The implications of these findings contribute to a better understanding of cultural specifics and global universals in e-commerce, enabling the development of more effective online marketing communications.
{"title":"Profile Photos’ Impact in Online Reviews: The Effect of Cultural Differences","authors":"Peter Broeder","doi":"10.1515/roms-2021-0074","DOIUrl":"https://doi.org/10.1515/roms-2021-0074","url":null,"abstract":"Abstract In the context of the continuous expansion of e-commerce worldwide, online consumer reviews have become the most accessible and influential form of electronic worth-of-mouth available to everyone on the internet. This raises a challenge for companies with local as well as global customers. It is germane to know whether there are cultural differences reflected in online reviews, as consumers from distinctively different cultures might trust the evaluation of the same product or service differently. In the present study, Dutch and Japanese individuals (N = 166) were presented with two variations of an online excursion review on a holiday booking website. The review with a profile photo of the reviewer was perceived as more realistic. However, this did not directly influence consumers’ booking intention. Meanwhile, the degree of trust in the review affected the inclination to book the excursion. Some cultural differences were found. The Dutch group reported higher booking intentions and trust than the Japanese group, both with the photo-absent review as well as the photo-present review. The implications of these findings contribute to a better understanding of cultural specifics and global universals in e-commerce, enabling the development of more effective online marketing communications.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-04-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46697420","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 present research has been steered by the growing use of social media in every sphere of human interaction, including the marketing and advertising of brands. Hence, this research intends to develop and test a model of social media advertising with perceived ad personalization, ad incentivization, self-brand congruity, and social influence as major predictors for social media user’s attitude. Further, the study explores the influence of social networking sites involvement and social influence on electronic word of mouth intentions. The study also ascertains the impact of user attitude on e-WoM and further e-WoM on purchase intentions. Data was collected using a structured questionnaire from 456 respondents. Two-step structural equation modelling was applied using AMOS 22.0 to analyse the data. The conceptual model is framed on the grounds of a theory of reasoned action and Elaboration likelihood model. The findings reveal that ad personalization, and social influence plays an important role in framing user attitude towards social media ads. Also, SNS involvement and social influence significantly influence the e-WoM intention of the user which further influences the social media user’s purchase intention. Subsequently, this research will give a prescient model to design an effective social media advertising programme in the social media advertising domain.
{"title":"Predicting User Response Behaviour towards Social Media Advertising and e-WoM Antecedents","authors":"M. Rana, Nilesh Arora","doi":"10.1515/roms-2022-0006","DOIUrl":"https://doi.org/10.1515/roms-2022-0006","url":null,"abstract":"Abstract The present research has been steered by the growing use of social media in every sphere of human interaction, including the marketing and advertising of brands. Hence, this research intends to develop and test a model of social media advertising with perceived ad personalization, ad incentivization, self-brand congruity, and social influence as major predictors for social media user’s attitude. Further, the study explores the influence of social networking sites involvement and social influence on electronic word of mouth intentions. The study also ascertains the impact of user attitude on e-WoM and further e-WoM on purchase intentions. Data was collected using a structured questionnaire from 456 respondents. Two-step structural equation modelling was applied using AMOS 22.0 to analyse the data. The conceptual model is framed on the grounds of a theory of reasoned action and Elaboration likelihood model. The findings reveal that ad personalization, and social influence plays an important role in framing user attitude towards social media ads. Also, SNS involvement and social influence significantly influence the e-WoM intention of the user which further influences the social media user’s purchase intention. Subsequently, this research will give a prescient model to design an effective social media advertising programme in the social media advertising domain.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-03-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42187854","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 Through the years, a great deal of research had been dedicated to understanding how consumers think, feel, and behave in the marketplace. From its early development to the present, consumer researchers have adopted different methods and followed different approaches to describe the consumption phenomena. By pursuing a probabilistic approach, the current study aims to provide in-depth insight into consumer behavior research’s evolution and transformation between 1980 and 2020. The results exhibit a strong increase on subjects like consumer trust, self-identity, digital consumption, social media engagement, consumer culture theory, consumer motivation, and brand–consumer relationships. The citation analysis shows the most impactful articles and topics in consumer behavior research. The results indicate that articles on customer service satisfaction, experiential consumption, consumer trust, digital consumption, and social media engagement tend are heavily cited. And to understand each journals contribution an analysis based on citations, journal impact and topical diversity is also included. The study also includes the possible research directions for the future of consumer behavior.
{"title":"Revisiting the Recent History of Consumer Behavior in Marketing Journals: A Topic Modeling Perspective","authors":"Tuğçe Ozansoy Çadırcı","doi":"10.1515/roms-2021-0086","DOIUrl":"https://doi.org/10.1515/roms-2021-0086","url":null,"abstract":"Abstract Through the years, a great deal of research had been dedicated to understanding how consumers think, feel, and behave in the marketplace. From its early development to the present, consumer researchers have adopted different methods and followed different approaches to describe the consumption phenomena. By pursuing a probabilistic approach, the current study aims to provide in-depth insight into consumer behavior research’s evolution and transformation between 1980 and 2020. The results exhibit a strong increase on subjects like consumer trust, self-identity, digital consumption, social media engagement, consumer culture theory, consumer motivation, and brand–consumer relationships. The citation analysis shows the most impactful articles and topics in consumer behavior research. The results indicate that articles on customer service satisfaction, experiential consumption, consumer trust, digital consumption, and social media engagement tend are heavily cited. And to understand each journals contribution an analysis based on citations, journal impact and topical diversity is also included. The study also includes the possible research directions for the future of consumer behavior.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-03-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47439954","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}
Kleopatra Konstantoulaki, Ioannis Rizomyliotis, Konstantinos Lionakis, Yiheng Chen
Abstract The purpose of this research is to examine the key content factors of short videos and their influence on parents’ attitudes, behavioural intentions and consideration of alternatives in the education sector. In particular, the current study is the first to explore elements of online short videos (informative content, user interactivity, perceived usefulness, trust, entertainment and invasiveness) as predictors of parents’ attitudes toward, consideration of and intention to choose a nursery school. Using a sample of 178 participants, a conclusive research design applying structural equation modelling was employed to assess the effect of the aforementioned short videos’ key characteristics on attitude, intention and consideration. According to the results, short videos with informative and trusted content tend to enhance parents’ attitudes, consideration and behavioural intentions regarding the provider being promoted. Attitude is also affected by entertainment, while perceived usefulness, interactive features and lack of invasiveness increase scores pertaining to inclusion of alternatives in parents’ consideration choice sets and expression of intentions to ultimately select them. Managers in childcare operators should find a delicate balance among the aforementioned elements in order to include the appropriate ones into their videos depending on the promotional goals or indented outcomes and the targeted audience. Managerial implications and suggestions for future research are thoroughly discussed.
{"title":"On the Determinants of Online Short Videos’ Effectiveness Relative to Parents’ Attitudes, Behavioural Intentions and Consideration of Alternatives","authors":"Kleopatra Konstantoulaki, Ioannis Rizomyliotis, Konstantinos Lionakis, Yiheng Chen","doi":"10.1515/roms-2021-0063","DOIUrl":"https://doi.org/10.1515/roms-2021-0063","url":null,"abstract":"Abstract The purpose of this research is to examine the key content factors of short videos and their influence on parents’ attitudes, behavioural intentions and consideration of alternatives in the education sector. In particular, the current study is the first to explore elements of online short videos (informative content, user interactivity, perceived usefulness, trust, entertainment and invasiveness) as predictors of parents’ attitudes toward, consideration of and intention to choose a nursery school. Using a sample of 178 participants, a conclusive research design applying structural equation modelling was employed to assess the effect of the aforementioned short videos’ key characteristics on attitude, intention and consideration. According to the results, short videos with informative and trusted content tend to enhance parents’ attitudes, consideration and behavioural intentions regarding the provider being promoted. Attitude is also affected by entertainment, while perceived usefulness, interactive features and lack of invasiveness increase scores pertaining to inclusion of alternatives in parents’ consideration choice sets and expression of intentions to ultimately select them. Managers in childcare operators should find a delicate balance among the aforementioned elements in order to include the appropriate ones into their videos depending on the promotional goals or indented outcomes and the targeted audience. Managerial implications and suggestions for future research are thoroughly discussed.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-01-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44864293","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}
Pub Date : 2021-09-01DOI: 10.1515/roms-2021-frontmatter1
{"title":"Frontmatter","authors":"","doi":"10.1515/roms-2021-frontmatter1","DOIUrl":"https://doi.org/10.1515/roms-2021-frontmatter1","url":null,"abstract":"","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2021-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44003531","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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