Pub Date : 2023-09-28DOI: 10.1007/s11002-023-09698-z
Kristen A. Ferguson, Kelly B. Herd
{"title":"Don't get embarrassed, get creative! How creative thinking helps mitigate consumer embarrassment","authors":"Kristen A. Ferguson, Kelly B. Herd","doi":"10.1007/s11002-023-09698-z","DOIUrl":"https://doi.org/10.1007/s11002-023-09698-z","url":null,"abstract":"","PeriodicalId":48068,"journal":{"name":"Marketing Letters","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135344635","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-14DOI: 10.1007/s11002-023-09700-8
Georgios Filippou, Athanasios G. Georgiadis, Ashish Kumar Jha
Abstract Marketing professionals and business owners strive to evaluate the effectiveness of their marketing investments. With multiple marketing channels at their disposal, understanding how these channels interact and influence each other is crucial. Digital analytics tools, such as Google Analytics, tend to measure the isolated success of each marketing channel. However, the intertwined effects and interdependencies between channels are often undervalued. This study, therefore, ventures into this territory. It focuses on the association between website traffic from various digital marketing channels and the purchases made by users visiting websites through direct traffic sources. We analyzed 89,394 purchases from an e-commerce business in Europe. We conclude that three marketing channels can explain 61% of the variance. By shedding light on this overlooked aspect, we aim to guide advertisers toward a more holistic understanding of digital marketing channels.
{"title":"Establishing the link: Does web traffic from various marketing channels influence direct traffic source purchases?","authors":"Georgios Filippou, Athanasios G. Georgiadis, Ashish Kumar Jha","doi":"10.1007/s11002-023-09700-8","DOIUrl":"https://doi.org/10.1007/s11002-023-09700-8","url":null,"abstract":"Abstract Marketing professionals and business owners strive to evaluate the effectiveness of their marketing investments. With multiple marketing channels at their disposal, understanding how these channels interact and influence each other is crucial. Digital analytics tools, such as Google Analytics, tend to measure the isolated success of each marketing channel. However, the intertwined effects and interdependencies between channels are often undervalued. This study, therefore, ventures into this territory. It focuses on the association between website traffic from various digital marketing channels and the purchases made by users visiting websites through direct traffic sources. We analyzed 89,394 purchases from an e-commerce business in Europe. We conclude that three marketing channels can explain 61% of the variance. By shedding light on this overlooked aspect, we aim to guide advertisers toward a more holistic understanding of digital marketing channels.","PeriodicalId":48068,"journal":{"name":"Marketing Letters","volume":"144 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134912768","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-13DOI: 10.1007/s11002-023-09702-6
Raeesah Chohan, Ellen Schmidt-Devlin
Abstract The metaverse is transforming how sports fans consume sports, express their fandom, and interact with sports brands representing professional sports leagues, teams and athletes. However, scholars and practitioners lack an understanding of how sports brands can effectively appeal to their fans using the metaverse. This conceptual study aims to address this gap by combining marketplace evidence and extant research through the lens of social identity theory. The study suggests that sports brands should engage their fans in the metaverse by offering exclusive experiences that strengthen fans’ identification as a fan, facilitating opportunities for fans to demonstrate their fandom and reinforce their association with the fan community, and fostering immersive experiences that enable fans to interact with each other and the sports brand. This study outlines several potential areas for future research based on three themes, namely experiences, personalization, and inclusivity. By addressing these areas, sports brands can better understand and optimize their engagement strategies with fans using the metaverse.
{"title":"Sports fandom in the metaverse: marketing implications and research agenda","authors":"Raeesah Chohan, Ellen Schmidt-Devlin","doi":"10.1007/s11002-023-09702-6","DOIUrl":"https://doi.org/10.1007/s11002-023-09702-6","url":null,"abstract":"Abstract The metaverse is transforming how sports fans consume sports, express their fandom, and interact with sports brands representing professional sports leagues, teams and athletes. However, scholars and practitioners lack an understanding of how sports brands can effectively appeal to their fans using the metaverse. This conceptual study aims to address this gap by combining marketplace evidence and extant research through the lens of social identity theory. The study suggests that sports brands should engage their fans in the metaverse by offering exclusive experiences that strengthen fans’ identification as a fan, facilitating opportunities for fans to demonstrate their fandom and reinforce their association with the fan community, and fostering immersive experiences that enable fans to interact with each other and the sports brand. This study outlines several potential areas for future research based on three themes, namely experiences, personalization, and inclusivity. By addressing these areas, sports brands can better understand and optimize their engagement strategies with fans using the metaverse.","PeriodicalId":48068,"journal":{"name":"Marketing Letters","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135740777","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-13DOI: 10.1007/s11002-023-09697-0
Sara Loughran Dommer, Jeffrey R. Parker
{"title":"Cued-recall asymmetries: the case of brand names and logos","authors":"Sara Loughran Dommer, Jeffrey R. Parker","doi":"10.1007/s11002-023-09697-0","DOIUrl":"https://doi.org/10.1007/s11002-023-09697-0","url":null,"abstract":"","PeriodicalId":48068,"journal":{"name":"Marketing Letters","volume":"155 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135742192","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-25DOI: 10.1007/s11002-023-09696-1
Menglin Li, Sining Kou, Jun Pang, Wangshuai Wang
{"title":"Take me back to the past: the impact of social identity conflict on nostalgic consumption","authors":"Menglin Li, Sining Kou, Jun Pang, Wangshuai Wang","doi":"10.1007/s11002-023-09696-1","DOIUrl":"https://doi.org/10.1007/s11002-023-09696-1","url":null,"abstract":"","PeriodicalId":48068,"journal":{"name":"Marketing Letters","volume":" ","pages":""},"PeriodicalIF":3.6,"publicationDate":"2023-08-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47958294","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-24DOI: 10.1007/s11002-023-09693-4
Tanya Mark, Tirtha Dhar, P. Verhoef, Katherine N. Lemon
{"title":"How is retargeting related to purchase incidence, channel choice, and purchase quantity?","authors":"Tanya Mark, Tirtha Dhar, P. Verhoef, Katherine N. Lemon","doi":"10.1007/s11002-023-09693-4","DOIUrl":"https://doi.org/10.1007/s11002-023-09693-4","url":null,"abstract":"","PeriodicalId":48068,"journal":{"name":"Marketing Letters","volume":"1 1","pages":""},"PeriodicalIF":3.6,"publicationDate":"2023-08-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42203325","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-09DOI: 10.1007/s11002-023-09694-3
Liangyan Wang, Xun Deng, H. Chen
{"title":"A rose by any other name would smell as sweet? The impact of hierarchical labeling on consumers’ choices in tiered pricing plans","authors":"Liangyan Wang, Xun Deng, H. Chen","doi":"10.1007/s11002-023-09694-3","DOIUrl":"https://doi.org/10.1007/s11002-023-09694-3","url":null,"abstract":"","PeriodicalId":48068,"journal":{"name":"Marketing Letters","volume":" ","pages":""},"PeriodicalIF":3.6,"publicationDate":"2023-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44105942","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-07DOI: 10.1007/s11002-023-09695-2
Bert Weijters, Berre Deltomme, Karen Gorissen, H. Baumgartner
{"title":"Measuring latent individual difference variables with a conjoint design and structural equation modeling","authors":"Bert Weijters, Berre Deltomme, Karen Gorissen, H. Baumgartner","doi":"10.1007/s11002-023-09695-2","DOIUrl":"https://doi.org/10.1007/s11002-023-09695-2","url":null,"abstract":"","PeriodicalId":48068,"journal":{"name":"Marketing Letters","volume":" ","pages":""},"PeriodicalIF":3.6,"publicationDate":"2023-08-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43949511","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-20DOI: 10.1007/s11002-023-09691-6
Sumitra Auschaitrakul, Dan King, Yanfen You
{"title":"From physical space to mental space: feelings of being physically constrained increase consumer preference for mind-expanding products","authors":"Sumitra Auschaitrakul, Dan King, Yanfen You","doi":"10.1007/s11002-023-09691-6","DOIUrl":"https://doi.org/10.1007/s11002-023-09691-6","url":null,"abstract":"","PeriodicalId":48068,"journal":{"name":"Marketing Letters","volume":"1 1","pages":""},"PeriodicalIF":3.6,"publicationDate":"2023-07-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"52426027","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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