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Mapping the most competitive journals in advertising research. A bibliometric analysis in a 25-year period 绘制广告研究领域最具竞争力的期刊。25年的文献计量分析
IF 1.6 Q1 Social Sciences Pub Date : 2022-05-25 DOI: 10.1080/21639159.2021.1986098
Leslier Valenzuela-Fernández, Ignacio Munoz Quezada, J. Merigó
ABSTRACT Purpose This research presents a bibliometric analysis of the main advertising trends used as a means of investigation in the business area. This article identifies leading journals and provides a collaborative network researcher for future use in the generation of knowledge. Design/Methodology/Approach This study examines 4,449 publications from the Web of Science Core Collection database for the 1992–2016 period. The authors analyze bibliometric indicators including the number of publications and citations, the citations per paper, five-year period analysis (quinquennial), h-index, citation thresholds and co-occurrence of authors keywords analysis. It develops bibliographical coupling and co-citations analysis by using the visualization of similarities Viewer Software. Findings Results show a growing trend in the number of advertising´s publications. The Journal of Advertising has been the most cited and the Journal of Advertising Research has the largest number of papers. In regards to the h-index, the three most relevant journals in advertising are Journal of Advertising, Journal of Advertising Research, and the International Journal of Advertising. Originality This article is the first one that contributes with a complete overview of the field of advertising research as a mean of investigation, in a 25-year period. Especially from the business scientific research area through bibliometric indicators, journal rankings, content, citations, and bibliographic coupling, co-citations, and keywords analysis.
摘要目的本研究对商业领域的主要广告趋势进行了文献计量分析,作为一种调查手段。本文确定了领先的期刊,并为未来的知识生成提供了一个协作网络研究人员。设计/方法/方法本研究检查了1992-2016年期间Web of Science Core Collection数据库中的4,449篇出版物。论文计量指标包括论文发表数和被引次数、论文被引次数、五年期分析(五年期)、h指数、被引阈值和作者关键词共现分析。利用相似度查看器软件的可视化开发了书目耦合和共引分析。调查结果显示,广告出版物的数量呈增长趋势。《广告杂志》被引用最多,《广告研究杂志》的论文数量最多。在h指数方面,与广告最相关的三种期刊是《广告杂志》、《广告研究杂志》和《国际广告杂志》。这篇文章是第一篇在25年的时间里以调查的方式对广告研究领域进行全面概述的文章。特别是从商业科研领域通过文献计量指标、期刊排名、内容、引文、书目耦合、共被引、关键词等分析。
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引用次数: 1
Tangible and intangible quality cues in service advertising: A construal level theory perspective 服务广告中有形和无形的质量线索:一个构念层面的理论视角
IF 1.6 Q1 Social Sciences Pub Date : 2022-05-13 DOI: 10.1080/21639159.2022.2062023
Utkarsh
ABSTRACT Several researchers have recommended utilizing tangible cues in ads to minimize perceived risk; some have favored intangible cues for service differentiation. However, studies remain scarce on the effectiveness of quality cues (tangible vs. intangible cues) in the service type context (experience vs. credence). Furthermore, studies exploring differences in consumer evaluation of quality cues when making a purchase decision under varied temporal distance (e.g. the next day vs. six months later) remain inadequate. The first experiment (n = 124) demonstrates that an experience service ad designed using tangible cues is relatively more effective when the temporal distance is not salient. The second experiment (n = 281) reveals that in a distant temporal situation, an experience service ad employing intangible cues is relatively more effective in generating positive perceptions. Furthermore, no difference was observed in the evaluation of quality cues in credence services under varied temporal distance. The study offers crucial theoretical and managerial implications.
摘要:一些研究人员建议在广告中使用有形的线索,以最大限度地减少感知风险;一些人青睐无形的服务差异化线索。然而,关于质量线索(有形与无形线索)在服务类型背景下(经验与信任)的有效性的研究仍然很少。此外,探索消费者在不同时间距离下(例如,第二天与六个月后)做出购买决定时对质量线索评估差异的研究仍然不足。第一个实验(n = 124)证明了当时间距离不显著时,使用有形线索设计的体验服务广告相对更有效。第二个实验(n = 281)揭示了在遥远的时间情况下,使用无形线索的体验服务广告在产生积极感知方面相对更有效。此外,在不同的时间距离下,信任服务的质量线索评估没有观察到差异。该研究提供了重要的理论和管理启示。
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引用次数: 0
How perceived effectiveness of social media platform and satisfaction affect continuance intention in a pandemic: The moderating role of perceived benefit 社交媒体平台的感知有效性和满意度如何影响大流行中的延续意愿:感知利益的调节作用
IF 1.6 Q1 Social Sciences Pub Date : 2022-05-12 DOI: 10.1080/21639159.2022.2062024
K. Tran, Lobel Trong Thuy Tran
ABSTRACT Firms facing a global pandemic need to shift to online supply to satisfy customer demand. This study develops a valid measure of the perceived effectiveness of social media platforms (PESMP) and analyzes its effect on customer satisfaction in predicting continuance intentions under the boundary condition of perceived benefit. Drawing on the uses and gratification theory and a sample of 508 customers, the authors substantiate perceived benefit’s moderating role. At high levels of perceived benefit, PESMP exerts a strong effect on satisfaction that increases continuance intention. Implications to increase strategic effectiveness are also discussed.
面对全球流行病的企业需要转向在线供应以满足客户需求。本研究开发了一种有效的社交媒体平台感知有效性(PESMP)测量方法,并分析了在感知利益边界条件下,社交媒体平台感知有效性对客户满意度预测持续意向的影响。利用使用与满足理论和508名客户的样本,作者证实了感知利益的调节作用。在高水平的感知利益中,PESMP对满意度产生强烈的影响,从而增加了继续意愿。本文还讨论了提高战略有效性的意义。
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引用次数: 2
Influencing students into sales careers through a speed selling event 通过快速销售活动影响学生进入销售职业
IF 1.6 Q1 Social Sciences Pub Date : 2022-05-10 DOI: 10.1080/21639159.2022.2052340
L. Matthews, D. Edmondson
ABSTRACT Even though employers constantly solicit new sales professionals at numerous universities, students remain reluctant to pursue this career path. One intervening approach to alter the attitudes of students towards sales careers is to include a speed selling event in the introductory sales class, or perhaps even in the introductory course to overcome misperceptions about sales. One hundred sixty-two professional selling students from a southeastern public university participated in a pre- and post-event survey that assessed their attitudes toward sales careers and grit (courage & resolve to continue). Self-reflection papers from these students were a component of the evaluation. At the same time, eight participating employers completed a post-event survey of the speed selling event. Results indicate improved attitudes towards sales careers and higher levels of grit after the event. Students also frequently commented about increased confidence and job opportunities because of their participation. These results showcase how interventions such as the speed selling event can positively impact students’ attitudes towards sales careers and; therefore, increase the likelihood that they would pursue a career in sales.
摘要尽管许多大学的用人单位不断招聘新的销售专业人才,但学生们仍然不愿走上这条职业道路。改变学生对销售职业态度的一种干预方法是在介绍性销售课程中加入快速销售活动,甚至可能在介绍性课程中加入,以克服对销售的误解。来自东南部一所公立大学的162名专业销售学生参加了一项活动前后的调查,评估了他们对销售职业的态度和毅力(继续下去的勇气和决心)。这些学生的自我反思论文是评估的一个组成部分。与此同时,八位参与的雇主完成了一项关于速售活动的事后调查。结果表明,活动结束后,人们对销售职业的态度有所改善,毅力也有所增强。学生们还经常评论说,由于他们的参与,信心和工作机会增加了。这些结果展示了快速销售活动等干预措施如何积极影响学生对销售职业的态度;因此,增加了他们从事销售职业的可能性。
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引用次数: 2
Selling the value: Perceptions of value from key stakeholders in university sales centers 销售价值:大学销售中心主要利益相关者对价值的感知
IF 1.6 Q1 Social Sciences Pub Date : 2022-05-10 DOI: 10.1080/21639159.2022.2036626
Matthew M. Lastner, L. Scribner, Mark J. Pelletier
ABSTRACT The presence and influence of university-based sales centers are growing at a substantial rate, with 61 universities having membership in the University Sales Center Alliance (USCA) as of 2021, up from 52 in 2020 and 8 in 2002. While the function and appeal of having an interface exist between sales students, sales faculty, and sales center partners are apparent, the value created by sales centers for these diverse stakeholders remains underexplored. The present research explores the value derived by these stakeholder groups by conducting and analyzing 41 depth interviews of students, university faculty and administration, and members of partnering firms who are currently involved with university-based sales centers. A 3 × 2 matrix of the perceived value derived from sales centers, consisting of other vs. self-oriented, intrinsic vs. extrinsic, and active vs. passive, is presented across these stakeholder groups. The results suggest that value stemming from university-based sales centers often differs between stakeholders, suggesting that sales center administrators should not assume that value derived from sales centers is static or universal across the stakeholder groups.
摘要大学销售中心的存在和影响力正在以惊人的速度增长,截至2021年,已有61所大学加入了大学销售中心联盟(USCA),高于2020年的52所和2002年的8所。虽然销售学生、销售人员和销售中心合作伙伴之间存在接口的功能和吸引力是显而易见的,但销售中心为这些不同的利益相关者创造的价值仍然没有得到充分挖掘。本研究通过对学生、大学教职员工和行政人员以及目前参与大学销售中心的合作公司成员进行41次深度访谈,探讨了这些利益相关者群体所获得的价值。从销售中心获得的感知价值的3×2矩阵,包括其他与自我导向、内在与外在以及主动与被动,在这些利益相关者群体中呈现。研究结果表明,来自大学销售中心的价值在利益相关者之间往往不同,这表明销售中心管理员不应认为来自销售中心的值在利益相关群体中是静态的或普遍的。
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引用次数: 0
Collaborative consumption participation intentions: A cross-cultural study of Indian and U.S. consumers 合作消费参与意向:印度和美国消费者的跨文化研究
IF 1.6 Q1 Social Sciences Pub Date : 2022-05-10 DOI: 10.1080/21639159.2022.2052341
B. Perera, Pia A. Albinsson, Lubna Nafees, L. Matthews
ABSTRACT Worldwide, the emergence and growth of collaborative consumption (CC) based companies increasingly offer consumers new consumption opportunities and experiences. Given the importance of culture in shaping consumers’ behavior, to advance knowledge on similarities and differences in CC engagement, this research examines select motivating factors as antecedents to CC participation intention (CCPI) in the U.S. and India. Partial least squares-structural equation modeling (PLS-SEM) is used to analyze consumer panel data to investigate the relationships between resource motivation, risk-propensity, trust, generosity, materialism and attitude as antecedents to consumers’ CCPI. Results indicate that in both countries, risk-propensity has a positive impact on materialism, trust is positively related to materialism and attitude, while generosity is negatively related to materialism and attitude. Individual country differences, and theoretical and practical implications are discussed.
在世界范围内,基于协作消费(CC)的公司的出现和发展越来越多地为消费者提供新的消费机会和体验。鉴于文化在塑造消费者行为方面的重要性,为了进一步了解CC参与的异同,本研究考察了美国和印度的CC参与意愿(CCPI)的激励因素。采用偏最小二乘结构方程模型(PLS-SEM)对消费者面板数据进行分析,探讨资源动机、风险倾向、信任、慷慨、物质主义和态度对消费者CCPI的影响。结果表明,风险倾向对物质主义有正向影响,信任对物质主义和态度有正向影响,慷慨对物质主义和态度有负向影响。讨论了个别国家的差异,以及理论和实践意义。
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引用次数: 4
Digital influencer marketing: How message credibility and media credibility affect trust and impulsive buying 数字影响者营销:信息可信度和媒体可信度如何影响信任和冲动购买
IF 1.6 Q1 Social Sciences Pub Date : 2022-05-10 DOI: 10.1080/21639159.2022.2052342
Komal Shamim, Tahir Islam
ABSTRACT This study develops an underlying mechanism outlining the impact of digital influencers on consumer impulse-buying behavior in the context of social networking sites (SNSs). Based on signaling theory, this research examines the role of message credibility (informational value and vicarious expressions) and media credibility (perceived interactivity and transparency) in developing trust in digital influencers, resulting in impulse buying. Moreover, this study explores the moderating effect of social commerce (s-commerce) experience on the relationship between urge-to-buy (UTB) and impulse buying. This study collects data from SNS users. Findings reveal that message credibility and media credibility play a significant role in developing trust in digital influencers, thereby enhancing the urge to buy impulsively on SNSs. In addition, results show that s-commerce experience does not moderate the relationship between UTB and impulsive buying. Finally, this study provides critical insights to marketers and policymakers.
摘要本研究揭示了社交网站背景下数字影响者对消费者冲动购买行为的影响机制。基于信号理论,本研究探讨了信息可信度(信息价值和替代表达)和媒体可信度(感知交互性和透明度)在发展对数字影响者的信任,从而导致冲动购买中的作用。此外,本研究还探讨了社交商务(s-commerce)体验对冲动购买与冲动购买之间关系的调节作用。本研究收集了社交网络用户的数据。研究发现,信息可信度和媒体可信度在发展数字影响者的信任中发挥了重要作用,从而增强了社交媒体上的冲动购买冲动。此外,研究结果表明,s-commerce体验并没有调节UTB与冲动购买之间的关系。最后,本研究为营销人员和决策者提供了重要的见解。
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引用次数: 15
So, you want to start a sales center? An organizational learning approach to sales center formation and growth 你想开个销售中心吗?销售中心形成与成长的组织学习方法
IF 1.6 Q1 Social Sciences Pub Date : 2022-03-31 DOI: 10.1080/21639159.2022.2048959
Cindy B. Rippé, Shannon Cummins, Olivia J. DeGeorge
ABSTRACT Growth in demand for qualified salespeople has resulted in an increase in both university sales programs and the number of schools that want to transition their programs into sales centers and institutes. Despite this interest, few published articles provide direction on how to plan and launch a sales center. This research examines the views and experiences of existing and aspiring sales center directors to gain deeper insights into the tactics and techniques used for sales center creation and management. Leveraging an organizational learning theory approach, this work uses a mixed-method design to compare aspiring centers’ concerns with the experience and advice of existing center directors.
摘要对合格销售人员需求的增长导致了大学销售项目的增加,以及希望将其项目转变为销售中心和机构的学校数量的增加。尽管有这种兴趣,但很少有发表的文章提供如何规划和启动销售中心的指导。本研究考察了现有和有抱负的销售中心主管的观点和经验,以更深入地了解用于创建和管理销售中心的策略和技术。利用组织学习理论方法,这项工作使用混合方法设计,将有抱负的中心的关注点与现有中心主任的经验和建议进行比较。
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引用次数: 1
Are structural equation models theories and does it matter? 结构方程模型是理论吗?它重要吗?
IF 1.6 Q1 Social Sciences Pub Date : 2022-03-08 DOI: 10.1080/21639159.2022.2048960
D. Trafimow, M. Hyman, Alena Kostyk
ABSTRACT In their introductory marketing, management, and social psychology courses, undergraduates learn that correlation coefficients provide weak evidence for causal conclusions. Nonetheless, researchers conclude causally from correlation coefficients by drawing causal arrows in their structural equation models (SEMs). Although most researchers avoid describing their findings in causal language, obligatory recommendations for applying those findings insert causation. Researchers’ standard rejoinder to validity challenges is “the critics have ignored theory’s role in rendering our SEM internally and externally valid”. To evaluate this rejoinder, we explore SEMs based on comprehensive underlying theories and as stand-alone and testable context-specific theories that blend previously published hypotheses and findings. In most cases, the rejoinder is unconvincing.
摘要在市场营销、管理和社会心理学导论课程中,本科生了解到相关系数为因果结论提供了薄弱的证据。尽管如此,研究人员通过在结构方程模型(SEM)中绘制因果箭头,从相关系数得出因果结论。尽管大多数研究人员避免用因果语言描述他们的发现,但应用这些发现的强制性建议插入了因果关系。研究人员对有效性挑战的标准回应是“批评者忽视了理论在使我们的SEM内部和外部有效方面的作用”。为了评估这一反驳,我们基于全面的基础理论,以及融合了先前发表的假设和发现的独立和可测试的特定情境理论,探索了SEM。在大多数情况下,反驳是不令人信服的。
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引用次数: 1
Essential item purchases during COVID-19: A cluster analysis of psychographic traits COVID-19期间基本物品购买:心理特征聚类分析
IF 1.6 Q1 Social Sciences Pub Date : 2022-02-07 DOI: 10.1080/21639159.2022.2033132
Pearlyn Ng, X. Quach, Omar H. Fares, Myuri Mohan, Seung Hwan (Mark) Lee
ABSTRACT This research seeks to profile consumer segments formed during the COVID-19 pandemic via a set of psychographic consumption traits: Narcissism, Psychological Entitlement, Status Consumption, Fear of Embarrassment, and Fear of Missing Out. Based on a cluster analysis of 281 consumers, the data generated four distinct groups: Egalitarians, Agentic Egoists, Communal Egoists, and Conformists. Further, we compared the segments in their acquisition behavior as it pertains to importance of purchase, quantity of purchase, sharing of purchase, and willingness to pay for essential items. Our results showed that each cluster was associated with a unique set of consumer preferences. For instance, Egalitarians placed less importance on medical items. Conformists placed greater importance on acquiring disposable masks than others. Communal Egoists were interested in food-related items such as bottled waters and snacks. Agentic Egoists reported that they would spend more money on cold/cough medicines than Egalitarians and Conformists. Overall, our findings provide key insights and recommendations to retail managers. Some limitations include our sampling approach (i.e. US consumers) and determining clusters based on select psychographic traits. We acknowledge that there are other characteristics that can differentially influence consumers’ acquisition behavior during the pandemic.
摘要本研究旨在通过一系列心理消费特征来描述新冠肺炎大流行期间形成的消费者群体:自恋、心理权利、地位消费、对尴尬的恐惧和对错过的恐惧。基于对281名消费者的聚类分析,数据产生了四个不同的群体:平等主义者、代理利己主义者、共同利己主义者和一致主义者。此外,我们比较了各细分市场的购买行为,因为它与购买的重要性、购买数量、购买份额和购买必需品的意愿有关。我们的研究结果表明,每个集群都与一组独特的消费者偏好相关。例如,平等主义者对医疗用品的重视程度较低。保形主义者比其他人更重视获得一次性口罩。社区利己主义者对瓶装水和零食等与食品相关的物品感兴趣。代理利己主义者报告说,他们在感冒/咳嗽药物上的花费比平等主义者和保形主义者更多。总的来说,我们的研究结果为零售经理提供了重要的见解和建议。一些局限性包括我们的抽样方法(即美国消费者)和基于选定的心理特征确定集群。我们承认,在疫情期间,还有其他特征会对消费者的购买行为产生不同的影响。
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引用次数: 1
期刊
Journal of Global Scholars of Marketing Science
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