Pub Date : 2024-08-09DOI: 10.1177/10949968241274693
André Marchand, Nicolas R. Weber
Well-known actors, or stars, clearly are relevant for movies. Today, their influence also extends to interactive video games, for which budgets have reached triple-digit millions of dollars. Yet no existing research addresses the economic impact of star power on video game success, across various game traits and reviews. Analyzing video games released on the popular distribution platform Steam between 2008 and 2022, the current study reveals that casting stars as game characters has positive effects on the valence of professional reviews, which in turn affect game success. Stars can therefore increase the quality of a game and also reduce uncertainty about it. This impact varies depending on game traits though. Based on these results, the authors develop an interactive dashboard that managers can use to simulate how they can strategically leverage star power to increase game success.
{"title":"EXPRESS: How Star Power Drives Video Game Success","authors":"André Marchand, Nicolas R. Weber","doi":"10.1177/10949968241274693","DOIUrl":"https://doi.org/10.1177/10949968241274693","url":null,"abstract":"Well-known actors, or stars, clearly are relevant for movies. Today, their influence also extends to interactive video games, for which budgets have reached triple-digit millions of dollars. Yet no existing research addresses the economic impact of star power on video game success, across various game traits and reviews. Analyzing video games released on the popular distribution platform Steam between 2008 and 2022, the current study reveals that casting stars as game characters has positive effects on the valence of professional reviews, which in turn affect game success. Stars can therefore increase the quality of a game and also reduce uncertainty about it. This impact varies depending on game traits though. Based on these results, the authors develop an interactive dashboard that managers can use to simulate how they can strategically leverage star power to increase game success.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":6.8,"publicationDate":"2024-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141924965","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-06-09DOI: 10.1177/10949968241258575
Peeter W. J. Verlegh, Beth Fossen
{"title":"This We Promise You","authors":"Peeter W. J. Verlegh, Beth Fossen","doi":"10.1177/10949968241258575","DOIUrl":"https://doi.org/10.1177/10949968241258575","url":null,"abstract":"","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2024-06-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141368105","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-06-06DOI: 10.1177/10949968241263353
Thorsten Hennig-Thurau, Alina M. Herting, David Jütte
Stand-alone virtual-reality (VR) headsets such as Meta’s Quest series enable highly immersive social experiences. As part of a trend toward a trillion dollar “metaverse,” a virtual social environment for which headsets constitute the major access device, these headsets have been predicted to grow the market for VR hardware substantially. Despite huge investments from companies, adoption of headsets has not reached the mass market yet. While some see the reason in the limited value that accessing the metaverse via VR headsets offers consumers, others blame the experience character of headsets as an adoption barrier. To shed light on this market shaping issue, this research introduces the concept of metaverse trials as a special case of consumer product trials in which consumers test VR headsets for engaging in direct experiences in virtual worlds together with others, and it explores how such a trial affects headset adoption. Using a sample of almost 100 participants of an extensive metaverse trial and a matched sample of non-trialists, the authors find trialists’ intention to use VR headsets in the future to be higher, while their intention to purchase VR headsets is lower. They also study determinants and outcomes of key facets of the metaverse experience.
{"title":"EXPRESS: Adoption of Virtual-Reality Headsets: the Role of Metaverse Trials for Consumers’ Usage and Purchase Intentions","authors":"Thorsten Hennig-Thurau, Alina M. Herting, David Jütte","doi":"10.1177/10949968241263353","DOIUrl":"https://doi.org/10.1177/10949968241263353","url":null,"abstract":"Stand-alone virtual-reality (VR) headsets such as Meta’s Quest series enable highly immersive social experiences. As part of a trend toward a trillion dollar “metaverse,” a virtual social environment for which headsets constitute the major access device, these headsets have been predicted to grow the market for VR hardware substantially. Despite huge investments from companies, adoption of headsets has not reached the mass market yet. While some see the reason in the limited value that accessing the metaverse via VR headsets offers consumers, others blame the experience character of headsets as an adoption barrier. To shed light on this market shaping issue, this research introduces the concept of metaverse trials as a special case of consumer product trials in which consumers test VR headsets for engaging in direct experiences in virtual worlds together with others, and it explores how such a trial affects headset adoption. Using a sample of almost 100 participants of an extensive metaverse trial and a matched sample of non-trialists, the authors find trialists’ intention to use VR headsets in the future to be higher, while their intention to purchase VR headsets is lower. They also study determinants and outcomes of key facets of the metaverse experience.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2024-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141377276","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-05-15DOI: 10.1177/10949968241257891
Alexander Chaudhry, Yang Wang, Erya Ouyang
Community gifting, the phenomenon of donating digital goods to peers without selecting specific recipients, is one of live streaming's key social technologies for engaging online communities. In this study, we investigate the causal relationship between receiving a community gift and the recipient's subsequent social and monetary engagement behaviors by exploiting the randomization of recipient assignment on the popular live streaming platform, Twitch. We find that, relative to nonrecipients within a five-minute window of a community gifting event, community gift recipients exhibit a 69% chance of directing an additional message toward their peers, a 35% chance of directing an additional message toward the streamer and a 5% chance of gifting an incremental subscription to the community. However, recipients are no more likely to tip the streamer. We apply computational linguistics methods to illustrate that recipients' increased social engagement is accompanied by elevated sentiment and an increased likelihood of joining existing conversations. Finally, we conduct a series of moderator analyses, and find that recipients' gifting behavior is less frequent when there are more gifting events prior to the focal community gift, i.e., allowing the recipient to hide. Moreover, the social engagement effect of receiving a community gift is greater when prior chatter is more voluminous and discontinuous, i.e., when it is easier for the recipient to jump into the chat. We conclude that the spillovers to social engagement are more important than those to financial reciprocity given the positive feedback loop implied by our moderator analysis. Our results reveal how and when community gifting impacts audience engagement.
{"title":"EXPRESS: Community Gifting and Recipients Engagement with Peers and Influencers: Evidence from Natural Experiments on Twitch","authors":"Alexander Chaudhry, Yang Wang, Erya Ouyang","doi":"10.1177/10949968241257891","DOIUrl":"https://doi.org/10.1177/10949968241257891","url":null,"abstract":"Community gifting, the phenomenon of donating digital goods to peers without selecting specific recipients, is one of live streaming's key social technologies for engaging online communities. In this study, we investigate the causal relationship between receiving a community gift and the recipient's subsequent social and monetary engagement behaviors by exploiting the randomization of recipient assignment on the popular live streaming platform, Twitch. We find that, relative to nonrecipients within a five-minute window of a community gifting event, community gift recipients exhibit a 69% chance of directing an additional message toward their peers, a 35% chance of directing an additional message toward the streamer and a 5% chance of gifting an incremental subscription to the community. However, recipients are no more likely to tip the streamer. We apply computational linguistics methods to illustrate that recipients' increased social engagement is accompanied by elevated sentiment and an increased likelihood of joining existing conversations. Finally, we conduct a series of moderator analyses, and find that recipients' gifting behavior is less frequent when there are more gifting events prior to the focal community gift, i.e., allowing the recipient to hide. Moreover, the social engagement effect of receiving a community gift is greater when prior chatter is more voluminous and discontinuous, i.e., when it is easier for the recipient to jump into the chat. We conclude that the spillovers to social engagement are more important than those to financial reciprocity given the positive feedback loop implied by our moderator analysis. Our results reveal how and when community gifting impacts audience engagement.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2024-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140973062","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-05-06DOI: 10.1177/10949968241239285
N. Bombaij, Sadaf Mokarram‐Dorri
The emergence of social media has increased consumer–brand connectedness and raised awareness of societal issues such as diversity and inclusion (D&I). This means that brands are confronted with the decision of whether to talk about D&I in their marketing communication—a choice that remains highly fragmented in practice. The authors analyze more than 3 million posts from 289 brands over five years to identify the antecedents of brand D&I communication decisions, as well as their subsequent impact on social media engagement. The results reveal that message content (more positive sentiment, fewer emojis) and message features (longer messages, more hashtags and mentions) are (positively) related to a brand's decision to post about D&I. In addition, D&I communication leads to greater engagement on average, though the magnitude of this effect is contingent on the message characteristics. These results hold true for both generic and topic-specific D&I messages. The findings have practical implications for brand managers in their strategic D&I communication decisions and for social media marketers in their message content design.
{"title":"Does Posting About Diversity and Inclusion (D&I) Improve Engagement in Social Media? Antecedents and Impact of D&I Communication Decisions","authors":"N. Bombaij, Sadaf Mokarram‐Dorri","doi":"10.1177/10949968241239285","DOIUrl":"https://doi.org/10.1177/10949968241239285","url":null,"abstract":"The emergence of social media has increased consumer–brand connectedness and raised awareness of societal issues such as diversity and inclusion (D&I). This means that brands are confronted with the decision of whether to talk about D&I in their marketing communication—a choice that remains highly fragmented in practice. The authors analyze more than 3 million posts from 289 brands over five years to identify the antecedents of brand D&I communication decisions, as well as their subsequent impact on social media engagement. The results reveal that message content (more positive sentiment, fewer emojis) and message features (longer messages, more hashtags and mentions) are (positively) related to a brand's decision to post about D&I. In addition, D&I communication leads to greater engagement on average, though the magnitude of this effect is contingent on the message characteristics. These results hold true for both generic and topic-specific D&I messages. The findings have practical implications for brand managers in their strategic D&I communication decisions and for social media marketers in their message content design.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2024-05-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141011283","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-04-22DOI: 10.1177/10949968241252843
N. Bendle, Paul Farris, Raj Venkatesan, J. A. Petersen
When making customer investments under resource constraints, approaches based upon next period accounting profit fail to consider the long-term. As we show, marketers’ suggested solutions often omit retention spend from the customer investment, understating the required committed marketing spend. Unfortunately, the logical outcome is a focus on the wrong (high retention cost) customers. Marketers may even try to acquire customers as long-term investments, then refuse to invest in their retention. We develop a suite of metrics to consider investments in customers, including customer return on investment (CROI), acquisition return on investment (AROI), retention return on investment (RROI), and option return on investment (OROI). Using the suite can help marketers calculate meaningful ROIs, even when they cannot clearly differentiate between acquisition and retention marketing spend. Our key contributions show how to assess the value of customer investments and treat customer acquisition as gaining an option to spend on retention. We outline the connection between the metrics, detail when each are appropriate, and show how to apply the suite of metrics to a variety of simulated datasets.
{"title":"EXPRESS: A Suite of Metrics to Understand Return on Investments in Customers","authors":"N. Bendle, Paul Farris, Raj Venkatesan, J. A. Petersen","doi":"10.1177/10949968241252843","DOIUrl":"https://doi.org/10.1177/10949968241252843","url":null,"abstract":"When making customer investments under resource constraints, approaches based upon next period accounting profit fail to consider the long-term. As we show, marketers’ suggested solutions often omit retention spend from the customer investment, understating the required committed marketing spend. Unfortunately, the logical outcome is a focus on the wrong (high retention cost) customers. Marketers may even try to acquire customers as long-term investments, then refuse to invest in their retention. We develop a suite of metrics to consider investments in customers, including customer return on investment (CROI), acquisition return on investment (AROI), retention return on investment (RROI), and option return on investment (OROI). Using the suite can help marketers calculate meaningful ROIs, even when they cannot clearly differentiate between acquisition and retention marketing spend. Our key contributions show how to assess the value of customer investments and treat customer acquisition as gaining an option to spend on retention. We outline the connection between the metrics, detail when each are appropriate, and show how to apply the suite of metrics to a variety of simulated datasets.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2024-04-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140674542","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-04-16DOI: 10.1177/10949968241251694
Sara Lapresta-Romero, Larissa Becker, Blanca Hernández-Ortega, Harri Terho, Jose L. Franco
Social media has become a key touchpoint in contemporary customer journeys. Consequently, prior studies have investigated how social media content drives outcomes. However, much of this research has focused on the design of individual, isolated content elements, paying limited attention to how individuals respond to their holistic combinations. Drawing on multimodality, this study investigates how combinations of content elements drive social media engagement behaviors (SMEBs), a critical social media outcome. Through a fuzzy-set qualitative comparative analysis with 516 Instagram stories, the findings reveal four content element configurations that can drive high SMEBs: the loud, the informative, the affective, and the relational. These findings contribute to the literature by demonstrating that multiple configurations of content elements can simultaneously drive SMEBs, thus challenging the dominant view in the literature, which has focused on the effectiveness of isolated elements on diverse outcomes.
{"title":"EXPRESS: Getting the Recipe Right: How Content Combinations Drive Social Media Engagement Behaviors","authors":"Sara Lapresta-Romero, Larissa Becker, Blanca Hernández-Ortega, Harri Terho, Jose L. Franco","doi":"10.1177/10949968241251694","DOIUrl":"https://doi.org/10.1177/10949968241251694","url":null,"abstract":"Social media has become a key touchpoint in contemporary customer journeys. Consequently, prior studies have investigated how social media content drives outcomes. However, much of this research has focused on the design of individual, isolated content elements, paying limited attention to how individuals respond to their holistic combinations. Drawing on multimodality, this study investigates how combinations of content elements drive social media engagement behaviors (SMEBs), a critical social media outcome. Through a fuzzy-set qualitative comparative analysis with 516 Instagram stories, the findings reveal four content element configurations that can drive high SMEBs: the loud, the informative, the affective, and the relational. These findings contribute to the literature by demonstrating that multiple configurations of content elements can simultaneously drive SMEBs, thus challenging the dominant view in the literature, which has focused on the effectiveness of isolated elements on diverse outcomes.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2024-04-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140695294","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-04-15DOI: 10.1177/10949968241249949
Inyoung Chae, David A. Schweidel, Theodoros Evgeniou, V. Padmanabhan
Publishers are increasingly turning to user-generated content (UGC) to supplement the content they produce. However, what is the relationship between the consumption of UGC and publisher-generated content (PGC)? Consumption of different types of UGC may have different effects, one creating a positive synergy with PGC consumption that nets more ad revenue, while another stymies PGC consumption and has adverse financial consequences. In this research, we empirically investigate content consumption in a hybrid content environment when publishers’ main revenue resource relies on traffic on PGC pages. Using data from a major online portal, we examine the spillover effect generated by different types of UGC, including how soon users are likely to return to the website and the type of content they are likely to consume. Although higher forum consumption promotes revisits and increased PGC consumption, blog and album consumption do not contribute positively to revisits and PGC consumption. We illustrate via simulations that one type of UGC may increase PGC consumption by 18% more than other types and that ignoring the UGC spillover effect can significantly affect the publisher’s monetization strategy. We quantify these spillover effects by UGC type and compare strategies for optimizing the mix of PGC and different types of UGC for monetization.
越来越多的出版商开始使用用户生成内容（UGC）来补充他们制作的内容。然而，UGC 消费与出版商生成内容（PGC）之间的关系是什么？不同类型的 UGC 消费可能会产生不同的效果，一种 UGC 消费会与 PGC 消费产生积极的协同作用，从而带来更多的广告收入，而另一种 UGC 消费则会阻碍 PGC 消费，产生不利的财务后果。在本研究中，我们对混合内容环境下的内容消费进行了实证调查，在这种环境下，出版商的主要收入来源依赖于 PGC 页面的流量。利用一家大型门户网站的数据，我们研究了不同类型的 UGC 所产生的溢出效应，包括用户可能多久会再次访问网站以及他们可能消费的内容类型。虽然较高的论坛消费会促进用户的再次访问并增加 PGC 消费，但博客和相册消费并不会对用户的再次访问和 PGC 消费产生积极影响。我们通过模拟说明，一种类型的 UGC 可能比其他类型的 UGC 多增加 18% 的 PGC 消费，而忽视 UGC 的溢出效应会严重影响出版商的货币化策略。我们按 UGC 类型量化了这些溢出效应，并比较了优化 PGC 和不同类型 UGC 货币化组合的策略。
{"title":"EXPRESS: Mixing User- and Publisher-Generated Content: Quantifying UGC Spillover Effect in a Hybrid Content Environment","authors":"Inyoung Chae, David A. Schweidel, Theodoros Evgeniou, V. Padmanabhan","doi":"10.1177/10949968241249949","DOIUrl":"https://doi.org/10.1177/10949968241249949","url":null,"abstract":"Publishers are increasingly turning to user-generated content (UGC) to supplement the content they produce. However, what is the relationship between the consumption of UGC and publisher-generated content (PGC)? Consumption of different types of UGC may have different effects, one creating a positive synergy with PGC consumption that nets more ad revenue, while another stymies PGC consumption and has adverse financial consequences. In this research, we empirically investigate content consumption in a hybrid content environment when publishers’ main revenue resource relies on traffic on PGC pages. Using data from a major online portal, we examine the spillover effect generated by different types of UGC, including how soon users are likely to return to the website and the type of content they are likely to consume. Although higher forum consumption promotes revisits and increased PGC consumption, blog and album consumption do not contribute positively to revisits and PGC consumption. We illustrate via simulations that one type of UGC may increase PGC consumption by 18% more than other types and that ignoring the UGC spillover effect can significantly affect the publisher’s monetization strategy. We quantify these spillover effects by UGC type and compare strategies for optimizing the mix of PGC and different types of UGC for monetization.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2024-04-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140699024","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-04-15DOI: 10.1177/10949968241249660
Xinyu Chang, Hualu Zheng, Shuai Yang, Lu Huang, William T. Ross
The study explores how and why an embedded implausible tensile price claim (TPC) affects consumers’ decisions as to whether to click on the associated online advertisement and their subsequent purchases. The authors conduct a field experiment by designing a structured set of search advertisements with implausible TPCs for a global apparel brand and launching them on Baidu, the largest search engine in China. Using a hierarchical Bayesian model, the authors quantify how implausible TPCs influence consumers’ two-stage decisions, clicking on the advertisement and purchasing the product. Using two laboratory experiments, the authors further demonstrate that the purchase decision is mediated by consumers’ perceptions of deception in the advertisement, despite the fact that the click decision is not. Results show that implausible TPCs in a search advertisement motivate consumers to click on the promotion. However, the discrepancy between the advertised and the actual discounts makes the advertisement seem deceptive to consumers, which reduces their likelihood of purchasing the product and leads them to search for other products and promotions. Our results address advertising deception in online price claims, offer critical policy implications regarding implausible TPCs, and shed light on designing and executing implausible TPCs in online advertising.
{"title":"EXPRESS: How Do Implausible Tensile Price Claims Affect Consumer Perceptions of Deceptiveness and Consumer Willingness to Purchase in Online Environments?","authors":"Xinyu Chang, Hualu Zheng, Shuai Yang, Lu Huang, William T. Ross","doi":"10.1177/10949968241249660","DOIUrl":"https://doi.org/10.1177/10949968241249660","url":null,"abstract":"The study explores how and why an embedded implausible tensile price claim (TPC) affects consumers’ decisions as to whether to click on the associated online advertisement and their subsequent purchases. The authors conduct a field experiment by designing a structured set of search advertisements with implausible TPCs for a global apparel brand and launching them on Baidu, the largest search engine in China. Using a hierarchical Bayesian model, the authors quantify how implausible TPCs influence consumers’ two-stage decisions, clicking on the advertisement and purchasing the product. Using two laboratory experiments, the authors further demonstrate that the purchase decision is mediated by consumers’ perceptions of deception in the advertisement, despite the fact that the click decision is not. Results show that implausible TPCs in a search advertisement motivate consumers to click on the promotion. However, the discrepancy between the advertised and the actual discounts makes the advertisement seem deceptive to consumers, which reduces their likelihood of purchasing the product and leads them to search for other products and promotions. Our results address advertising deception in online price claims, offer critical policy implications regarding implausible TPCs, and shed light on designing and executing implausible TPCs in online advertising.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2024-04-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140699809","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-04-08DOI: 10.1177/10949968241240453
Simha Mummalaneni, Rebecca Jen-Hui Wang, Mathew S. Isaac
This research employs automated text analysis to explore how textual characteristics in campaign emails affect monetary donations received by political candidates. The authors outline a new methodological framework that combines a machine learning approach for natural language processing with fixed effect regressions, thereby enabling researchers to study and interpret the impact of textual characteristics on donations while also accounting for individual differences across candidates and their email recipients. Using this framework, the authors analyze 764 emails from 19 candidates in the 2020 U.S. Democratic presidential primary election and evaluate how certain textual characteristics (e.g., empathy, vulnerability) in campaign emails affect donation outcomes. Identifying these effects would enable candidates to improve their email text and increase their donations by 9% on average. This research provides a practical and flexible roadmap for automated text analysis in situations where political campaigns do not have clear a priori hypotheses about which textual characteristics will be effective for them.
{"title":"Email Campaigns That Suit the Candidate: Leveraging Automated Text Analysis to Increase Political Donations","authors":"Simha Mummalaneni, Rebecca Jen-Hui Wang, Mathew S. Isaac","doi":"10.1177/10949968241240453","DOIUrl":"https://doi.org/10.1177/10949968241240453","url":null,"abstract":"This research employs automated text analysis to explore how textual characteristics in campaign emails affect monetary donations received by political candidates. The authors outline a new methodological framework that combines a machine learning approach for natural language processing with fixed effect regressions, thereby enabling researchers to study and interpret the impact of textual characteristics on donations while also accounting for individual differences across candidates and their email recipients. Using this framework, the authors analyze 764 emails from 19 candidates in the 2020 U.S. Democratic presidential primary election and evaluate how certain textual characteristics (e.g., empathy, vulnerability) in campaign emails affect donation outcomes. Identifying these effects would enable candidates to improve their email text and increase their donations by 9% on average. This research provides a practical and flexible roadmap for automated text analysis in situations where political campaigns do not have clear a priori hypotheses about which textual characteristics will be effective for them.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":11.8,"publicationDate":"2024-04-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140729633","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"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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