Pub Date : 2022-06-28DOI: 10.1108/mip-07-2021-0238
Vijaya Patil, Hema Date, S Kumar, Weng Marc Lim, Naveen Donthu
PurposeThis study explores the making of box-office collection using the Indian film industry, Bollywood, as a case.Design/methodology/approachThis study conducts in-depth interviews with cinematic experts in the Indian film industry and analyzes the interview transcripts using thematic analysis.FindingsThis study uncovers several noteworthy findings. First, films that drew both general (MASS audience) and niche (CLASS audience) viewers dominate the box office. Second, viewers prefer to see films that are based on true events, and their engagement will be deeper if the subject of the film resonates with them. Third, stakeholder share is variable and changes over time. Fourth, the marketing budget for a film is typically higher than its production budget, and it is determined by the producer's financial resources. Fifth, the dominance of big over small banner films motivates the latter to pursue online rather than cinematic releases. Finally, Internet access creates value and returns on investment through sales of satellite and musical rights, while strategic promotion and distribution reap maximum benefit for box-office collection.Originality/valueUnlike past studies that rely on secondary data, this study uses primary qualitative data to explore the making of box-office collection. This study also focuses on an alternative film industry, Bollywood, as it is a vast context that remains underexplored.
{"title":"The making of box-office collection: qualitative insights from Bollywood","authors":"Vijaya Patil, Hema Date, S Kumar, Weng Marc Lim, Naveen Donthu","doi":"10.1108/mip-07-2021-0238","DOIUrl":"https://doi.org/10.1108/mip-07-2021-0238","url":null,"abstract":"PurposeThis study explores the making of box-office collection using the Indian film industry, Bollywood, as a case.Design/methodology/approachThis study conducts in-depth interviews with cinematic experts in the Indian film industry and analyzes the interview transcripts using thematic analysis.FindingsThis study uncovers several noteworthy findings. First, films that drew both general (MASS audience) and niche (CLASS audience) viewers dominate the box office. Second, viewers prefer to see films that are based on true events, and their engagement will be deeper if the subject of the film resonates with them. Third, stakeholder share is variable and changes over time. Fourth, the marketing budget for a film is typically higher than its production budget, and it is determined by the producer's financial resources. Fifth, the dominance of big over small banner films motivates the latter to pursue online rather than cinematic releases. Finally, Internet access creates value and returns on investment through sales of satellite and musical rights, while strategic promotion and distribution reap maximum benefit for box-office collection.Originality/valueUnlike past studies that rely on secondary data, this study uses primary qualitative data to explore the making of box-office collection. This study also focuses on an alternative film industry, Bollywood, as it is a vast context that remains underexplored.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129241461","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 : 2022-06-27DOI: 10.1108/mip-01-2022-0042
S. Mukherjee, Abhinav Srivastava, B. Datta, Subhojit Sengupta
PurposeThis article aims to examine political marketing strategies adopted by the politicians operating in base of the pyramid (BOP) areas and their impact on the BOP voters using the tenets of the social influence theory.Design/methodology/approachThe authors resorted to a qualitative phenomenological inquiry for this study. The responses obtained from two qualitative studies were subjected to thematic analysis. Two thematic maps were integrated into a conceptual model.FindingsStudy 1 indicates that the politicians operating at the BOP resort to vote-bank segmentation, clientelism, mobilizing opinion leaders, short guerilla war against opposition and communication bombarding. Study 2 has elaborated on how poor voters perceive these strategies and form their opinions towards the party/candidate.Social implicationsThe findings of this study highlight the need for essential policy formulation to protect BOP consumers from deceptive political tactics.Originality/valueThis study develops a model of the effectiveness of voting strategies at the BOP. It also contributes to the literature on social influence theory by indicating how the three social influence processes (compliance, identification and internalization) result in different ways of accepting political influence.
{"title":"Impact of political marketing strategies on the BOP voters in India","authors":"S. Mukherjee, Abhinav Srivastava, B. Datta, Subhojit Sengupta","doi":"10.1108/mip-01-2022-0042","DOIUrl":"https://doi.org/10.1108/mip-01-2022-0042","url":null,"abstract":"PurposeThis article aims to examine political marketing strategies adopted by the politicians operating in base of the pyramid (BOP) areas and their impact on the BOP voters using the tenets of the social influence theory.Design/methodology/approachThe authors resorted to a qualitative phenomenological inquiry for this study. The responses obtained from two qualitative studies were subjected to thematic analysis. Two thematic maps were integrated into a conceptual model.FindingsStudy 1 indicates that the politicians operating at the BOP resort to vote-bank segmentation, clientelism, mobilizing opinion leaders, short guerilla war against opposition and communication bombarding. Study 2 has elaborated on how poor voters perceive these strategies and form their opinions towards the party/candidate.Social implicationsThe findings of this study highlight the need for essential policy formulation to protect BOP consumers from deceptive political tactics.Originality/valueThis study develops a model of the effectiveness of voting strategies at the BOP. It also contributes to the literature on social influence theory by indicating how the three social influence processes (compliance, identification and internalization) result in different ways of accepting political influence.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"158 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114257344","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 : 2022-06-24DOI: 10.1108/mip-04-2022-0170
M. Klepek, Daniel Kvíčala
PurposeThe purpose of this paper is to identify how fashion and cosmetics e-stores compete and grow to help e-commerce managers set the corresponding marketing strategy. It describes the relevance of customer acquisition and retention to market share as the essential performance metrics.Design/methodology/approachAn empirical generalization approach where patterns in data appearing across studies are described by a mathematical or graphical method is used. To do that, the authors observed real transactional data and the effect of how e-stores benefit from new and returning customers and gain a larger market share. The authors have analysed behavioural data from nearly 124,000 e-commerce customers in two highly popular product categories (fashion and cosmetics) in the size of 10,000,000 euros in sales or more.FindingsFashion and cosmetics e-stores with more market penetration tend to have a higher market share measured both by the number of total purchases and the number of sales in euro. In other words, market penetration is a solid predictor of market share in all circumstances. Interestingly, no significant difference in loyalty has been observed in relation to market share growth except in the situation where the market partition was excluded from the product category.Research limitations/implicationsThe businesses under study derived only from one country and only two product categories were observed. Thus, there is a potential limitation in generalizing the findings to the whole e-commerce market from a geographical and category perspective. The length of the observation period may also play a role as a longer period increases the chance of repeat buying.Practical implicationsE-commerce managers can gain long-term market share growth mainly via higher market penetration (acquisition of new customers) and should avoid misleading overfocus on loyalty tactics (retention of current customers). The study also provides important benchmarks for e-commerce businesses in the fashion and cosmetic categories.Originality/valueIn the market share growth literature, only a handful of studies focus on stores and not on products. Moreover, there is a dominance of fast-moving consumer goods categories. Surprisingly, studies analysing ever-growing e-commerce markets are scarce. Thus, this research is original because it describes, using empirical data, how brands online, at the store level and within the fashion and cosmetics category, grow their market share. It is also one of the few studies that work with real business transactional data.
{"title":"How do e-stores grow their market share?","authors":"M. Klepek, Daniel Kvíčala","doi":"10.1108/mip-04-2022-0170","DOIUrl":"https://doi.org/10.1108/mip-04-2022-0170","url":null,"abstract":"PurposeThe purpose of this paper is to identify how fashion and cosmetics e-stores compete and grow to help e-commerce managers set the corresponding marketing strategy. It describes the relevance of customer acquisition and retention to market share as the essential performance metrics.Design/methodology/approachAn empirical generalization approach where patterns in data appearing across studies are described by a mathematical or graphical method is used. To do that, the authors observed real transactional data and the effect of how e-stores benefit from new and returning customers and gain a larger market share. The authors have analysed behavioural data from nearly 124,000 e-commerce customers in two highly popular product categories (fashion and cosmetics) in the size of 10,000,000 euros in sales or more.FindingsFashion and cosmetics e-stores with more market penetration tend to have a higher market share measured both by the number of total purchases and the number of sales in euro. In other words, market penetration is a solid predictor of market share in all circumstances. Interestingly, no significant difference in loyalty has been observed in relation to market share growth except in the situation where the market partition was excluded from the product category.Research limitations/implicationsThe businesses under study derived only from one country and only two product categories were observed. Thus, there is a potential limitation in generalizing the findings to the whole e-commerce market from a geographical and category perspective. The length of the observation period may also play a role as a longer period increases the chance of repeat buying.Practical implicationsE-commerce managers can gain long-term market share growth mainly via higher market penetration (acquisition of new customers) and should avoid misleading overfocus on loyalty tactics (retention of current customers). The study also provides important benchmarks for e-commerce businesses in the fashion and cosmetic categories.Originality/valueIn the market share growth literature, only a handful of studies focus on stores and not on products. Moreover, there is a dominance of fast-moving consumer goods categories. Surprisingly, studies analysing ever-growing e-commerce markets are scarce. Thus, this research is original because it describes, using empirical data, how brands online, at the store level and within the fashion and cosmetics category, grow their market share. It is also one of the few studies that work with real business transactional data.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129993588","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 : 2022-06-23DOI: 10.1108/mip-08-2021-0253
Ramakrishna Salagrama, A. Mattila, S. Prashar, Sai Vijay Tata
PurposeThe present research examines the interaction between explanation type and regulatory focus on informational justice (IJ) and satisfaction with service recovery.Design/methodology/approachThe authors conducted two experiments with 538 respondents.FindingsThe findings imply that the effectiveness of the explanation type depends on the regulatory focus of the recipient and the severity of the failure. Specifically, with low severity failures, promotion-oriented respondents were sensitive to explanations about why failures happened. Conversely, their prevention-oriented counterparts were sensitive to explanations about how failures happened. With high severity failures, respondents were sensitive to how the failure happened irrespective of their regulatory focus orientation. Moreover, IJ is the psychological mechanism explaining such effects on satisfaction with service recovery.Originality/valueThe research contributes to the service recovery literature showing that explanations provided by the service providers should match the regulatory focus of the customers. The study provides new insights to the practicing managers to enhance the effectiveness of the explanations thus reducing recovery dissatisfaction.
{"title":"Matching explanations with regulatory focus","authors":"Ramakrishna Salagrama, A. Mattila, S. Prashar, Sai Vijay Tata","doi":"10.1108/mip-08-2021-0253","DOIUrl":"https://doi.org/10.1108/mip-08-2021-0253","url":null,"abstract":"PurposeThe present research examines the interaction between explanation type and regulatory focus on informational justice (IJ) and satisfaction with service recovery.Design/methodology/approachThe authors conducted two experiments with 538 respondents.FindingsThe findings imply that the effectiveness of the explanation type depends on the regulatory focus of the recipient and the severity of the failure. Specifically, with low severity failures, promotion-oriented respondents were sensitive to explanations about why failures happened. Conversely, their prevention-oriented counterparts were sensitive to explanations about how failures happened. With high severity failures, respondents were sensitive to how the failure happened irrespective of their regulatory focus orientation. Moreover, IJ is the psychological mechanism explaining such effects on satisfaction with service recovery.Originality/valueThe research contributes to the service recovery literature showing that explanations provided by the service providers should match the regulatory focus of the customers. The study provides new insights to the practicing managers to enhance the effectiveness of the explanations thus reducing recovery dissatisfaction.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"87 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129483934","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 : 2022-06-22DOI: 10.1108/mip-01-2022-0016
He Wei, Dong Shan, Shaoying Zhu, Decheng Wu, Bei Lyu
PurposeTo examine the relationship between online comments, merchant replies and online sales of tourism products and focus on the moderating role of tourist destination.Design/methodology/approachThis article uses crawler technology and regression analysis methods.FindingsThe researchers found the following: (1) The number of pictures uploaded with online comments, the number of merchant replies and the length of merchant replies have a significant positive effect on sales of tourism products, while the length of comments and the similarity of merchant replies negatively affect sales of tourism products. The emotional scores of the reviews do not significantly affect sales of tourism products. (2) Tourist destination moderates the relationship between user comments and sales of tourism products. The length of comments has a greater negative effect on sales of domestic tourism products, while the number of comments has a greater positive effect on sales of overseas tourism products. (3) Tourist destination moderates the relationship between merchant replies and sales of tourism products. Consumers who choose domestic tourism products pay more attention to the interactivity reflected by merchant replies (e.g. number and length of merchant replies), while consumers who choose overseas tourism products hope to receive replies that are more useful, such as reply similarity.Originality/valueThe research conclusions enrich the relevant research in the field of online review research and has practical significance for how companies increase sales of tourism products.
{"title":"Comments and responses' combination: tourist destination's moderating effect","authors":"He Wei, Dong Shan, Shaoying Zhu, Decheng Wu, Bei Lyu","doi":"10.1108/mip-01-2022-0016","DOIUrl":"https://doi.org/10.1108/mip-01-2022-0016","url":null,"abstract":"PurposeTo examine the relationship between online comments, merchant replies and online sales of tourism products and focus on the moderating role of tourist destination.Design/methodology/approachThis article uses crawler technology and regression analysis methods.FindingsThe researchers found the following: (1) The number of pictures uploaded with online comments, the number of merchant replies and the length of merchant replies have a significant positive effect on sales of tourism products, while the length of comments and the similarity of merchant replies negatively affect sales of tourism products. The emotional scores of the reviews do not significantly affect sales of tourism products. (2) Tourist destination moderates the relationship between user comments and sales of tourism products. The length of comments has a greater negative effect on sales of domestic tourism products, while the number of comments has a greater positive effect on sales of overseas tourism products. (3) Tourist destination moderates the relationship between merchant replies and sales of tourism products. Consumers who choose domestic tourism products pay more attention to the interactivity reflected by merchant replies (e.g. number and length of merchant replies), while consumers who choose overseas tourism products hope to receive replies that are more useful, such as reply similarity.Originality/valueThe research conclusions enrich the relevant research in the field of online review research and has practical significance for how companies increase sales of tourism products.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130768460","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 : 2022-06-21DOI: 10.1108/mip-03-2022-0113
Bo Wang
PurposeThis study examines whether the absolute number heuristic holds for consumers' responses to higher-priced versus lower-priced products. Further, it explores whether the different construal level as induced from presence or absence of a product image can be a boundary condition for the absolute number heuristic.Design/methodology/approachFour experiments were conducted. In Experiments 1 and 2, participants were presented with a discount either in the amount off or percent off format, for products whose prices were 99 Yuan, 100 Yuan and 101 Yuan, respectively. In Experiment 3, the prices were changed to be 90 Yuan, 900 Yuan and 9,000 Yuan, respectively. In Experiment 4, the prices were 48 Yuan and 480 Yuan, respectively.FindingsExperiment 1 showed neither main effect of discount frame nor interaction between price level and discount frame for all dependent variables (i.e. willingness to pay or WTP, purchase intention, attitude and perceived value), thus posing a challenge to the absolute number heuristic. Notably, the lack of main effect and interaction for purchase intention, attitude and perceived value were replicated in Experiments 2, 3 and 4. With WTP being the dependent variable, however, Experiment 4 showed that the effect of discount frame was dependent on price level.Research limitations/implicationsThe current findings pose a challenge to the absolute number heuristic and contribute to the literature by revealing that the joint effects of price level and discount frame can be moderated by whether an ad contains the product image.Practical implicationsIt is necessary for marketers to realize that inclusion of a product image may eliminate the effect of discount frame. Specifically, in terms of promoting a relatively expensive product, in order for the percent off discount to enhance the amount of money that consumers are willing to pay, an ad without a product image may be more favorable.Originality/valueThe current study is the first to challenge the absolute number heuristic by showing that the interaction between price level and discount frame is contingent on whether an ad contains the product image.
{"title":"Absolute number heuristic in discount frames","authors":"Bo Wang","doi":"10.1108/mip-03-2022-0113","DOIUrl":"https://doi.org/10.1108/mip-03-2022-0113","url":null,"abstract":"PurposeThis study examines whether the absolute number heuristic holds for consumers' responses to higher-priced versus lower-priced products. Further, it explores whether the different construal level as induced from presence or absence of a product image can be a boundary condition for the absolute number heuristic.Design/methodology/approachFour experiments were conducted. In Experiments 1 and 2, participants were presented with a discount either in the amount off or percent off format, for products whose prices were 99 Yuan, 100 Yuan and 101 Yuan, respectively. In Experiment 3, the prices were changed to be 90 Yuan, 900 Yuan and 9,000 Yuan, respectively. In Experiment 4, the prices were 48 Yuan and 480 Yuan, respectively.FindingsExperiment 1 showed neither main effect of discount frame nor interaction between price level and discount frame for all dependent variables (i.e. willingness to pay or WTP, purchase intention, attitude and perceived value), thus posing a challenge to the absolute number heuristic. Notably, the lack of main effect and interaction for purchase intention, attitude and perceived value were replicated in Experiments 2, 3 and 4. With WTP being the dependent variable, however, Experiment 4 showed that the effect of discount frame was dependent on price level.Research limitations/implicationsThe current findings pose a challenge to the absolute number heuristic and contribute to the literature by revealing that the joint effects of price level and discount frame can be moderated by whether an ad contains the product image.Practical implicationsIt is necessary for marketers to realize that inclusion of a product image may eliminate the effect of discount frame. Specifically, in terms of promoting a relatively expensive product, in order for the percent off discount to enhance the amount of money that consumers are willing to pay, an ad without a product image may be more favorable.Originality/valueThe current study is the first to challenge the absolute number heuristic by showing that the interaction between price level and discount frame is contingent on whether an ad contains the product image.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"119 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124613990","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 : 2022-06-20DOI: 10.1108/mip-05-2021-0170
P. H. Yeow, Yee Leng Lee, Yee Yen Yuen
PurposeThis study aimed to investigate the mediating roles of social and personal norms in the relationships between transcendent values (i.e. altruistic and biospheric) and responsible computer acquisition behaviour (RCAB). Previous studies suggested the role of norms in explaining the value–behaviour relationship. However, they did not provide sufficient evidence of the mediating roles of both personal and social norms.Design/methodology/approachA self-administered questionnaire was employed to gather data from 571 consumers in Malaysia. The data were analysed using the structural equation modelling method.FindingsIt was found that personal and social norms partially mediate the relationship between altruistic values and RCAB. Social norms also partially mediate the relationship between altruistic values and personal norms. However, there was no significant relationship between biospheric values and RCAB; thus, the norms have no mediation roles.Practical implicationsIt provides policymakers and marketers insights into ways of encouraging pro-environmental behaviour such as RCAB.Originality/valueThis research provides empirical evidence of the mediating roles of personal and social norms in value–behaviour relationships in an emerging market context.
{"title":"Personal and social norms in responsible computer acquisition","authors":"P. H. Yeow, Yee Leng Lee, Yee Yen Yuen","doi":"10.1108/mip-05-2021-0170","DOIUrl":"https://doi.org/10.1108/mip-05-2021-0170","url":null,"abstract":"PurposeThis study aimed to investigate the mediating roles of social and personal norms in the relationships between transcendent values (i.e. altruistic and biospheric) and responsible computer acquisition behaviour (RCAB). Previous studies suggested the role of norms in explaining the value–behaviour relationship. However, they did not provide sufficient evidence of the mediating roles of both personal and social norms.Design/methodology/approachA self-administered questionnaire was employed to gather data from 571 consumers in Malaysia. The data were analysed using the structural equation modelling method.FindingsIt was found that personal and social norms partially mediate the relationship between altruistic values and RCAB. Social norms also partially mediate the relationship between altruistic values and personal norms. However, there was no significant relationship between biospheric values and RCAB; thus, the norms have no mediation roles.Practical implicationsIt provides policymakers and marketers insights into ways of encouraging pro-environmental behaviour such as RCAB.Originality/valueThis research provides empirical evidence of the mediating roles of personal and social norms in value–behaviour relationships in an emerging market context.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"13 11","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114038129","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 : 2022-06-20DOI: 10.1108/mip-02-2022-0061
Vikas Kumar
PurposeThis study conceptualizes and validates a model of participation intentions in online brand communities by including perceived brand authenticity and consumer-brand relationship as its antecedents.Design/methodology/approachData were collected from different online brand communities' members. In total, 465 responses were analyzed through structural equation modeling.FindingsThe study's findings establish that the continuity, credibility, and integrity dimensions of perceived brand authenticity significantly strengthen the consumer-brand relationship, which ultimately influences the consumers' participation intentions in online brand communities.Research limitations/implicationsFuture research should examine the applicability of the proposed model to the customer-created online brand communities. Consumer participation intentions may be compared across product categories.Originality/valueThe findings contribute to the emerging and important area in marketing by highlighting the importance of brand authenticity and consumer-brand relationship in developing an urge to participate in online brand communities.
{"title":"Enhancing participation intentions in online brand communities","authors":"Vikas Kumar","doi":"10.1108/mip-02-2022-0061","DOIUrl":"https://doi.org/10.1108/mip-02-2022-0061","url":null,"abstract":"PurposeThis study conceptualizes and validates a model of participation intentions in online brand communities by including perceived brand authenticity and consumer-brand relationship as its antecedents.Design/methodology/approachData were collected from different online brand communities' members. In total, 465 responses were analyzed through structural equation modeling.FindingsThe study's findings establish that the continuity, credibility, and integrity dimensions of perceived brand authenticity significantly strengthen the consumer-brand relationship, which ultimately influences the consumers' participation intentions in online brand communities.Research limitations/implicationsFuture research should examine the applicability of the proposed model to the customer-created online brand communities. Consumer participation intentions may be compared across product categories.Originality/valueThe findings contribute to the emerging and important area in marketing by highlighting the importance of brand authenticity and consumer-brand relationship in developing an urge to participate in online brand communities.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131252596","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 : 2022-06-14DOI: 10.1108/mip-09-2021-0310
Y. Bu, Joy Parkinson, Park Thaichon
PurposeThis study aims to investigate the relationships between sponsorship disclosure, influencer type and audience value co-creation behaviour in influencer marketing.Design/methodology/approachThis study explores audience value co-creation behaviour in influencer marketing through sponsorship disclosure and influencer type using a 3 (sponsorship disclosure: explicit vs implicit vs no disclosure) × 3 (influencer type: micro vs meso vs macro) factorial between-subjects design.FindingsThis study finds that the influence of explicit disclosure on audience value co-creation behaviour (participation behaviour and citizenship behaviour) is greater than when that information is either implied or not disclosed. Likewise, the influence of macro-influencers on audience participation behaviour is higher than that of micro-influencers and meso-influencers. The findings also show that the interaction effect between influencer type and sponsorship disclosure significantly impacts audience participation behaviour.Originality/valueThis study introduces value co-creation behaviour into influencer marketing and expands research on sponsorship disclosure and influencer type. The study further enriches the value co-creation behaviour antecedent research in influencer marketing.
{"title":"Influencer marketing: sponsorship disclosure and value co-creation behaviour","authors":"Y. Bu, Joy Parkinson, Park Thaichon","doi":"10.1108/mip-09-2021-0310","DOIUrl":"https://doi.org/10.1108/mip-09-2021-0310","url":null,"abstract":"PurposeThis study aims to investigate the relationships between sponsorship disclosure, influencer type and audience value co-creation behaviour in influencer marketing.Design/methodology/approachThis study explores audience value co-creation behaviour in influencer marketing through sponsorship disclosure and influencer type using a 3 (sponsorship disclosure: explicit vs implicit vs no disclosure) × 3 (influencer type: micro vs meso vs macro) factorial between-subjects design.FindingsThis study finds that the influence of explicit disclosure on audience value co-creation behaviour (participation behaviour and citizenship behaviour) is greater than when that information is either implied or not disclosed. Likewise, the influence of macro-influencers on audience participation behaviour is higher than that of micro-influencers and meso-influencers. The findings also show that the interaction effect between influencer type and sponsorship disclosure significantly impacts audience participation behaviour.Originality/valueThis study introduces value co-creation behaviour into influencer marketing and expands research on sponsorship disclosure and influencer type. The study further enriches the value co-creation behaviour antecedent research in influencer marketing.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130412613","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 : 2022-06-13DOI: 10.1108/mip-03-2022-0117
Cecilia Souto Maior, Danielle Mantovani, D. C. Pinto, Mário Boto Ferreira
PurposeEarlier research indicates that brand choices may display different identity signals, such as altruism and benevolence for green brands or high status and exclusiveness for premium brands. This research adds to the literature by exploring how opting for green (vs premium) brands leads consumers to feel authentic (vs hubristic) pride.Design/methodology/approachThree experimental studies were conducted to test the hypotheses related to green versus premium choices (Studies 1–3), public accountability (Study 2) and the underlying process of anticipated judgment (Study 3).FindingsThe findings reveal that choosing a green (vs premium) brand results in higher authentic pride and lower hubristic pride. However, the green pride effects were only observed when consumers' brand choices were publicly accountable. Finally, anticipated judgment mediates changes in authentic pride driven by green (vs premium) brands.Originality/valueThe study findings contribute preponderantly to the green consumer behavior literature and practice by providing primary evidence that green (vs premium) branding can trigger distinct patterns of pride in comparative decisions.
{"title":"Green pride in sustainable versus premium brand decisions","authors":"Cecilia Souto Maior, Danielle Mantovani, D. C. Pinto, Mário Boto Ferreira","doi":"10.1108/mip-03-2022-0117","DOIUrl":"https://doi.org/10.1108/mip-03-2022-0117","url":null,"abstract":"PurposeEarlier research indicates that brand choices may display different identity signals, such as altruism and benevolence for green brands or high status and exclusiveness for premium brands. This research adds to the literature by exploring how opting for green (vs premium) brands leads consumers to feel authentic (vs hubristic) pride.Design/methodology/approachThree experimental studies were conducted to test the hypotheses related to green versus premium choices (Studies 1–3), public accountability (Study 2) and the underlying process of anticipated judgment (Study 3).FindingsThe findings reveal that choosing a green (vs premium) brand results in higher authentic pride and lower hubristic pride. However, the green pride effects were only observed when consumers' brand choices were publicly accountable. Finally, anticipated judgment mediates changes in authentic pride driven by green (vs premium) brands.Originality/valueThe study findings contribute preponderantly to the green consumer behavior literature and practice by providing primary evidence that green (vs premium) branding can trigger distinct patterns of pride in comparative decisions.","PeriodicalId":402197,"journal":{"name":"Marketing Intelligence & Planning","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127159038","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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