Marketing Intelligence & Planning最新文献

Purpose

Underpinning social identity theory (SIT) and service-dominant logic (SDL), the current paper seeks to explore the effect of self-presentation on online brand advocacy (OBA). Furthermore, this paper investigates the mediating role of hedonic value and the moderating role of customer interaction with e-commerce websites (i.e. Amazon, Walmart and eBay).

Design/methodology/approach

Data were collected from customers of three e-commerce platforms (i.e. Walmart, Amazon and eBay) using a structured questionnaire – multi-group analysis applied on SmartPLS 4.4.

Findings

Self-presentation has a positive role in increasing hedonic value and its impact on OBA. The moderating effect of customer interaction on these relationships is also investigated and found to be significant.

Social implications

Our findings underscore the significance of fostering inclusive online communities and favorable online settings. Existing findings are consistent with overarching objectives of digital empowerment and enhanced online interaction quality. This paper contributes to harmonious and collaborative digital societies by encouraging personalized experiences that foster a sense of belonging among diverse customers.

Originality/value

This paper adds to the existing body of knowledge by comparing customer behavior on three major e-commerce platforms, going beyond the traditional focus on a single platform. Drawing on SIT and SDL, this paper provides a distinct nomological framework for OBA that unifies disparate constructs, filling theoretical gaps in our understanding of online customer behavior.

Purpose

The manuscript aims to introduce the managerial practice of content recycling – that is, a firm's recycling of its posts on social media platforms. I define and distinguish the phenomenon from related ones and offer propositions for future research to test empirically.

Design/methodology/approach

Review of the practitioner literature, in-situ observations with content managers, and a survey of content managers and Facebook users.

Findings

Managers recycle their posts to recoup the costs of content. Under some conditions, recycled content may yield more benefits than costs.

Research limitations/implications

I define the phenomenon of content recycling and differentiate it from related terms. I offer propositions for future research.

Practical implications

I inform managers of the benefits and costs of recycling content and conditions under which benefits may override costs.

Originality/value

The research is novel and helps develop a common managerial practice.

Purpose

This study broadens the understanding of how omnichannel service convenience, shopping value and channel congruence affect customer perceived trust and satisfaction and, in turn, affect selection intention after an omnichannel shopping experience.

Design/methodology/approach

Target participants were recruited based on previous purchases from the Japanese clothing brand Uniqlo. A questionnaire was distributed via social media. In total, 341 valid responses were collected for structural equation modelling (SEM).

Findings

The results revealed that in omnichannel shopping context, perceived trust and satisfaction are positively affected by service convenience and shopping value and are especially affected by channel congruence. Further analysis showed that perceived trust and satisfaction have a positive effect on omnichannel selection intention, with satisfaction playing a mediating role in the relationships of omnichannel service convenience, shopping value and channel congruence with omnichannel selection intention.

Originality/value

This study contributes to the literature on omnichannel customer behaviour by shedding light on the antecedents of intention to select omnichannel retailers from the customer’s perspective.

Purpose

This study aims to examine the effect of marketing agility of startup companies on their new product creativity and new product performance while examining the moderating role of technological turbulence.

Design/methodology/approach

Data were collected from 319 South Korean startups and empirically analyzed using structural equations modeling technique.

Findings

First, marketing agility is a potent catalyst that positively influences the novelty and meaningfulness of new products, thereby enhancing new product creativity. Second, marketing agility contributes significantly to new product performance across multiple dimensions, including market, financial, and customer performances. Third, this study underscores the pivotal role of new product creativity, with both novelty and meaningfulness proving to be key drivers of improved new product performance. Technological turbulence is revealed as a moderating force, amplifying the positive relationship between new product novelty and performance. However, while it substantiates some moderating effects, the study does not find significant support for the role of technological turbulence in moderating the relationships among new product meaningfulness, marketing agility, and new product performance.

Originality/value

To the best of our knowledge, this study is the first to analyze the effect of startups’ marketing agility on new product creativity and performance considering the moderating effect of technological turbulence, especially in the South Korean context. This study offers practical insights emphasizing the indispensability of marketing agility for startups operating in rapidly evolving markets. Additionally, it advocates a strategic emphasis on novelty in high-tech turbulence scenarios to bolster new product performance.

Purpose

In this era of technological advancement, the capabilities of devices and telecommunications have changed the pattern of media consumption among consumers. This study examined the research landscape and advancements in OTT services.

Design/methodology/approach

This study adopted a hybrid review consisting of bibliometric and thematic analyses to present advancements in the OTT platforms. A hybrid review integrates both systematic and narrative approaches by emphasizing a literature search strategy and the study selection process.

Findings

This study focuses on previous literature to understand recent developments in the domain. The authors derive six major OTT themes: OTT infrastructure and technology advancement, OTT consumption behaviour, shifting trends towards OTT platforms, viewers’ engagement in digital media, OTT in the global market, OTT policies and regulatory mechanisms.

Practical implications

The findings of this study will be useful for marketers/stakeholders associated with the entertainment and media industries, such as sales promotion teams, media planners/advertisers, content management companies and policy regulators, to penetrate OTT viewers.

Originality/value

The literature related to OTT is progressively rising, but it remains highly fragmented because of inconsistencies in the methodologies and theories used in the domain of OTT. This study offers directions in terms of theory, methodology and future research on OTT services.

Purpose

This paper aims to explore factors contributing to music popularity using machine learning approaches.

Design/methodology/approach

A dataset comprising 204,853 songs from Spotify was used for analysis. The popularity of a song was predicted using predictive machine learning models, with the results showing the superiority of the random forest model across key performance metrics.

Findings

The analysis identifies crucial genre and audio features influencing music popularity. Additionally, genre specific analysis reveals that the impact of music features on music popularity varies across different genres.

Practical implications

The findings offer valuable insights for music artists, digital marketers and music platform researchers to understand and focus on the most impactful music features that drive the success of digital music, to devise more targeted marketing strategies and tactics based on popularity predictions, and more effectively capitalize on popular songs in this digital streaming age.

Originality/value

While previous research has explored different factors that may contribute to the popularity of music, this study makes a pioneering effort as the first to consider the intricate interplay between genre and audio features in predicting digital music popularity.

Purpose

Digitally driven virtual streamers are increasingly utilized in live-streaming commerce, possessing distinct advantages compared to human streamers. However, the applicable scenarios of virtual streamers are still unclear. Focusing on product attribute variances, this paper compares the livestreaming effects of virtual and human streamers to clarify the applicable scenarios for each and assist companies in strategically choosing suitable streamers.

Design/methodology/approach

We conducted four experiments utilizing both images and video as stimulus materials, and each experiment employed different products. To test the proposed model, a total of 1,068 valid participants were recruited, encompassing a diverse group of individuals, including undergraduates and employed workers.

Findings

The results indicate no significant difference between virtual and human streamers in increasing consumers’ purchase intention for utilitarian products. In contrast, human streamers are more effective in enhancing consumer purchase intention for hedonic products, with a mediating role of mental imagery quality. Consumers’ implicit personality variances also influence their willingness to accept virtual streamers.

Originality/value

This paper is the first to compare the effects of virtual and human streamers in promoting different products to enhance our comprehension of virtual streamers. Given the potential risks associated with human streamers, a comprehensive understanding of the role of virtual streamers is imperative for brands when deploying live-streaming commerce activities.

Purpose

The present study aims to examine the households’ attitudes and intentions to adopt an indoor air purifier against the smog crisis in India by using a comprehensive theoretical framework based on the combination of the Protective Action Decision Model (PADM) and the Theory of Planned Behavior (TPB). The United Nations Sustainable Development Goals (SDGs) 2030 also emphasized ensuring a healthy and safe life, especially by achieving SDG-3, SDG-11 and SDG-13.

Design/methodology/approach

Using purposive sampling, the data were collected through a survey questionnaire distributed to 382 households, and study hypotheses were assessed by using partial least squares structural equation modeling employing SmartPLS.

Findings

The results revealed that mental health risk perception (MHRP) was the most influential determinant of households’ attitudes toward adopting air purifiers, followed by smog knowledge, physical health risk perception (PHRP), information seeking and product knowledge. Notably, results revealed that households’ attitude is a leading determinant of their adoption intention toward the air purifier compared to subjective norms (SN) and perceived behavioral control (PBC).

Originality/value

To the best of the authors’ knowledge, the present study is the first to provide new insights into an individual’s protective behavior response toward ecological hazards by examining the households’ adoption intention toward the air purifier against the smog crisis using PADM and TPB model inclusively. In addition, the present study analyzes the impact of both PHRP and MHRP on individuals’ protective behavior separately. Also, this study provides theoretical contributions and important practical implications for the government, manufacturers and air purifier sellers.

Purpose

This paper aims to examine the influence of overconfident or conservative CEOs on the performance feedback of R&D investment, as well as the combined impact of CEO overconfidence and demographic characteristics on the relationship between performance feedback of R&D investments.

Design/methodology/approach

Grounded in the upper echelon theory, listed companies in China are selected as samples, and the Heckman two-stage model is used to examine all the models.

Findings

This paper reveals that overconfident CEOs tend to make suboptimal investment decisions. These decisions are influenced by cognitive biases that have a negative impact on the performance of R&D investments. However, the negatively moderating effects of CEO overconfidence can be mitigated if they have overseas experience or academic background, or they are younger.

Originality/value

These mechanisms highlight the various ways in which CEO psychological factors and demographic characteristics can complement each other.

Purpose

A novel phenomenon in product and service promotions, social coupons facilitate group buying at lower prices, bringing key benefits to customers, merchants and coupon aggregators. This study maps the evolution and innovations in social couponing, identifies knowledge gaps in the domain and sets the future research agenda.

Design/methodology/approach

Through a detailed systematic literature review and bibliometric analysis, this study maps the evolution of social coupons over time. The analysis examines social coupon research by studying research outputs by authors, institutes, countries and research themes. It also explores how the social couponing phenomenon has benefited the three key stakeholders: customers, merchants and coupon aggregators.

Findings

An innovation in couponing, social coupons are discount coupons that feature group buying, pre-purchase and daily deals. Based on the extensive review of extant literature, the study proposes a conceptual model for the social couponing process. The study also provides inputs for future research on social coupons and delineates their academic and managerial implications.

Originality/value

This study makes a pioneering endeavor to comprehensively map the knowledge structure of social coupons from multiple dimensions.