Journal of Marketing Analytics最新文献

This study explores the effect of perceived risk PR and perceived affective and cognitive trust, PAT and PCT, respectively, on the intention to engage with Facebook FB adverts. Most of the literature explores the intention to engage pre-purchase, and only limited studies address all behavioral manifestations of the intention to engage -other than eWoM- post-purchase. In this study we explore the effect of PR, PAT and PCT on the intention to endorse, comment, and pass-on in the pre- and post-purchase when satisfied or dissatisfied. We collected quantitative data from young FB users in Southeast Asia, aged between 17 and 30. By supplementing the PLS-SEM analysis with accuracy scores resulting from classification-based machine learning (ML) algorithms, we explore the mediating effect of PR in the pre-purchase stage and its moderating effect in the post-purchase intention to engage. Our findings support the negative mediation effect of PR on the association between PAT and PCT and the intention to comment, and its positive mediation to endorse and share pre-purchase. Whereas the PR positive moderation effect is confirmed in the post-purchase intention to engage. The study proposes several academic and managerial implications.

Social media has emerged as being of pivotal importance for both marketing and analytics due to its unstructured data as a source of rich insights. The increasing adoption of natural language processing (NLP) technologies and solutions has created new marketing opportunities on social media. However, scholars have not devoted sufficient attention to understanding of the barriers and associated challenges of NLP solutions as a social media marketing tool, hindering the full potential of these technologies. The purpose of the paper aims to fill this void in research and practice. We employed a qualitative research approach to identify fourteen challenges and discuss the primary barrier areas: (1) credibility, (2) customization, (3) cross-modality, and (4) convergence. Based on these findings, we initiate a path of future research questions for a deeper understanding of successful adoption of NLP technologies and solutions in marketing practices on social media. Thus, the study advances research in this growing area and fosters future research across different disciplines to improve the practice of marketing in language-rich digital environments.

The implemented research investigates the switch in consumer expectations and purchasing. The COVID-19 pandemic may have been the cause for a switch in consumer expectations and behaviour with respect to in-store versus online grocery purchases. If consumers preferred to shop almost exclusively in physical stores before pandemic-imposed restrictions, many consumers may have changed their preferences, expectations and consumer purchasing behaviour due to sanitary restrictions, social distancing, pandemic-induced fear, certainty when shopping and reduced peer interactions. The implemented research investigates the switch in consumer expectations and purchasing behaviour after the pandemic in terms of how customers decide to buy groceries in response to the impact of the COVID-19 pandemic. Based on the extant literature, a conceptual model is proposed, and a quantitative survey of Romanian consumers analysed using Smart PLS structural equation modelling. The findings indicate that switching behaviour exerted a significant influence on consumer purchasing behaviour after the pandemic but did not determine it. From a theoretical standpoint, this study expands the understanding and application of the Protection Motivation Theory (PMT). From a managerial standpoint, this study offers managers a clearer picture of consumer purchasing behaviour, and the extent of altered consumer purchasing behaviour as a result of the COVID-19 pandemic. Pandemic-related research issues as addressed by the authors do not have a long-standing tradition within our management discipline, and the same observation is true regarding the phased levels of our investigation, i.e., before, during and after (the COVID-19 crisis) as performed in our study. This is, to the best of our knowledge, the first attempt to use a switch concept related to COVID-19 and consumer purchasing behaviour in retail. When elaborating our research model, the main challenges included the necessity to blend traditional retail and SCM literature streams. Indeed, logistics academia traditionally focuses on B2B settings, whereas our research reflects a consumer-centric approach.

The financial hardships caused by global disruptions, such as the COVID-19 pandemic, have historically led airlines to adopt various cost-cutting measures such as layoffs, furloughs, and salary reductions. While these actions yielded short-term financial benefits, they resulted in long-term operational challenges such as pilot shortages. These shortages increased flight cancellations, delays, and missed connections, ultimately harming customer satisfaction and damaging the brand’s reputation. This study introduces a strategic optimization model for long-term pilot planning that integrates real-world industry practices to ensure adequate pilot availability and adherence to aviation regulations and standards during and post-crisis. By integrating critical parameters such as pilot-aircraft ratio, minimum flight hours, and captain-to-first officer ratios, the model aims to optimize workforce efficiency by determining the number of pilots hired, laid off, and promoted without compromising service quality. The findings highlight the importance of strategic workforce adjustments such as tiered salary reductions over more drastic measures like mass layoffs. This suggests careful management can minimize financial losses and maintain airline operational integrity and service quality during and after the crisis. Moreover, the model’s long-term focus assists airlines in preparing for future growth plans and disruptions effectively, sustaining an adequate and experienced pilot workforce for safe and reliable operations, and safeguarding brand image and customer loyalty. This research provides airline executives with actionable insights and a robust framework for sustainable workforce management, significantly improving the resilience of airlines in facing unforeseen industry disruptions.

This article explores consumer behavior when buying premium fashion brands like clothing and shoes to display their social status via digital platforms, which established a correlation between “masstige” (mass prestige) and brand satisfaction, and how one’s social self-ideal and self-awareness affect this connection, this study will scrutinize the shopping tendencies of two generations of consumers: Gen Z and Gen X, both known for being discerning shoppers. We received 607 responses, and 347 were completed by consumers who use gamified mobile apps on digital platforms to purchase high-end fashion brands to showcase their social status. This study is exceptional in exploring (1) how consumers experience using mass premium brands that offer prestige and (2) how different generations pursue this value. The article provides interesting theoretical and managerial implications to marketing analytics and societal implications of high interest for marketing academia and marketing managers.

The technological revolution in the present century resulted in the meteoric expansion of digital payments in the banking industry. Despite the escalating significance of digitalization in several sectors, existing literature largely neglected the underlying relationship between compatibility and trust in digital payments and users’ intention to use them. Anchored in the theory of technology acceptance (TAM), this study aims to devise a conceptual model to scrutinize the boundary conditions propelling individuals to use digital payments in the context of the banking industry. The model is evaluated through the data collected from 507 respondents from account holders in a middle-income country, India. The dynamic interplay among the key variables was tested after checking the measurement properties using LISREL software for structural equation modeling. The results from the hierarchical regression and PROCESS macros reveal that (i) perceived ease of use (PEOU) and perceived usefulness (PU) are positively associated with the actual use of digital payments, (ii) actual use of digital payments is significant and positively related to customer satisfaction, and (iii) customer satisfaction is a precursor to customers’ intention to continue using digital payments. The results also support the three-way interaction between (i) PEOU, compatibility, and trust and (ii) PU, compatibility, and trust in influencing the actual use of digital payments. The findings indicate that perceived enjoyment significantly and positively moderated the relationship between the actual use of digital payments and customer satisfaction. This study offers several recommendations for practicing managers in companies engaging in digital transactions. This study underscores the importance of PEOU and emphasizes the minimization of steps in completing digital payments. Further, this study recommends that companies identify the conditions under which customers feel digital transactions could be more helpful. By demystifying the antecedents to the use of digital payments, the findings from this study accentuate the pivotal role of trust, compatibility, and perceived enjoyment and enrich the theoretical landscape of TAM.

Online shopping behaviour has undergone a metamorphosis due to new technological advancements. With the increasing popularity and dominance of e-commerce sites, the factors influencing an enhanced shopping experience, including high impulse buying tendencies, have evolved significantly. Recent studies have pointed out a lack of clarity in understanding the indirect effects of cognitive and affective components leading to increased impulse buying motivation on e-commerce platforms. This study aims to address this gap by examining the mediating effects of relevant cognitive (website credibility, visual appeal), affective (hedonic shopping motivation), and haptic (need for touch) factors on online impulse buying. Cognitive Appraisal Theory (CAT) is employed to illustrate the appraisal impact of these intervening constructs. The findings indicate that hedonic shopping motivation has a direct and multiple mediation effect on online impulse buying. Furthermore, results suggest that the need for touch (autotelic) positively influences hedonic shopping motivation, which subsequently mediates its effect on online impulse buying. This study contributes to the existing academic literature on impulse buying and extends the application of CAT through multiple mediation approaches. It provides valuable insights for industry players in fashion and e-commerce regarding key aspects of online selling.

This study investigates the feasibility of introducing Electric Vertical Take-Off and Landing (eVTOL) aircraft operations in São Paulo, Brazil, leveraging existing infrastructure and emerging eVTOL technology. With São Paulo being a major financial hub in Brazil, its bustling helicopter operations at numerous helipads make it a prime candidate for eVTOL integration. By analyzing data from the National Civil Aviation Agency (ANAC) and the Airspace Control Department (DECEA), we assess the city’s helipad infrastructure and current helicopter operations, concluding that São Paulo possesses the operational capacity to support eVTOL operations, either by replacing helicopters or by supplementing existing flights. Additionally, we explore the environmental benefits of transitioning from traditional helicopters to electric aircraft, highlighting the potential for significant reductions in pollutant emissions and the lucrative market for carbon credits. Projections indicate that, under comparable flight conditions (6.5FH/Day), eVTOL operators could generate substantial revenue, such as €891,580 in the European Union compliance market over a 10-year period per vehicle. This research underscores the promising prospects and environmental advantages of adopting eVTOL technology in São Paulo’s urban airspace.

This research challenges the conventional method of textual sentiment analysis in evaluating advertising effectiveness. We examined two distinct video ads for a cosmetics brand, employing video sentiment analysis to gauge their emotional impact on 35 female participants. This assessment was conducted using a self-reported questionnaire and a biometric platform integrating facial detection analysis (using Affdex software by Affectiva) and Galvanic Skin Response (GSR). Both video and text sentiment analyses were performed on two 30-s television ads—one promoting women’s empowerment and the other emphasizing anti-aging properties. While the textual analysis suggested a generally positive tone for both ads, video sentiment analysis, incorporating facial expressions via the Face API, revealed a significant contrast. The ad highlighting youthful appearance displayed higher positive emotional content, particularly “surprise,” compared to the “femvertising” ad promoting women’s empowerment. This heightened emotional response, as identified by video sentiment analysis, had a notable impact on participants’ emotional reactions to the ad, correlating with increased purchase intention and ad enjoyment. Conversely, no significant correlations were observed between emotions, purchase intent, and ad enjoyment for the femvertising ad. This outcome underscores the superiority of video sentiment analysis over traditional textual analysis, which fails to capture the emotional nuances conveyed through facial expressions. In summary, this study demonstrates the potential of video sentiment analysis in predicting purchase intent and assessing advertising appeal.

This study investigates a novel mapping approach for the systematic analysis of empirical research, termed Variable Science Mapping (VSM). This approach enhances the current capabilities of Systematic Literature Reviews (SLRs) by incorporating variables and their interrelationships, surpassing traditional methods, such as Science Mapping (SM), which primarily analyze keywords, citations, and authorship. We present a step-by-step conceptual protocol for implementing the VSM approach. Subsequently, the strengths and limitations of VSM compared to SM are examined across 12 SLR stages. To this end, we assess the actual usage of SM for each stage based on an analysis of 63 papers employing the SM approach. Additionally, expert interviews are conducted to evaluate the utility of both SM and VSM across identical analytical stages. Notably, a distinct alignment emerged between the outcomes of the SLR and expert assessments pertaining to SM. The findings reveal VSM’s favorable ratings in eight out of 12 stages. Equivalence in expert ratings between SM and VSM surfaced in one stage, while SM was deemed more beneficial in three stages. This nuanced evaluation underscores the contextual strengths and limitations of both approaches. The implications extend to both scientific and managerial domains, offering valuable insights into the prospective advancements in SLRs. In conclusion, this analysis not only sheds light on the potential advantages of VSM but also serves as a foundation for guiding future research methodologies to widen capabilities among different SLR stages.