Pub Date : 2022-08-15DOI: 10.1177/10949968221102825
Valeria Penttinen, Robert Ciuchita, Martina Čaić
Consumer-to-consumer (C2C) online reviews are important sources of information that help consumers decide which products and services to buy. Although C2C reviews in video format (e.g., on YouTube) have become increasingly popular, research remains focused primarily on textual reviews. This article emphasizes the importance of C2C video reviews in influencing consumer outcomes through parasocial interaction, a special—albeit one-sided—connection with reviewers. Interactivity and self-disclosure are suggested as online communication techniques reviewers can use to foster parasocial interaction with their viewers in a single encounter. Parasocial interaction is further established as a psychological mechanism that underlines the impacts of interactivity and self-disclosure on source credibility, leading to improved consumer purchase intentions. The authors also propose that strong parasocial interaction with reviewers exerts a particularly powerful influence on the purchase decisions of consumers who experience low levels of decision confidence, while arguing for the importance of C2C video reviews in guiding the decisions of various consumer groups. Research recommendations reveal how managers can encourage consumers to create and share video reviews on different platforms and offer guidance on the ways companies can foster parasocial interaction through firm-related marketing communications.
{"title":"YouTube It Before You Buy It: The Role of Parasocial Interaction in Consumer-to-Consumer Video Reviews","authors":"Valeria Penttinen, Robert Ciuchita, Martina Čaić","doi":"10.1177/10949968221102825","DOIUrl":"https://doi.org/10.1177/10949968221102825","url":null,"abstract":"Consumer-to-consumer (C2C) online reviews are important sources of information that help consumers decide which products and services to buy. Although C2C reviews in video format (e.g., on YouTube) have become increasingly popular, research remains focused primarily on textual reviews. This article emphasizes the importance of C2C video reviews in influencing consumer outcomes through parasocial interaction, a special—albeit one-sided—connection with reviewers. Interactivity and self-disclosure are suggested as online communication techniques reviewers can use to foster parasocial interaction with their viewers in a single encounter. Parasocial interaction is further established as a psychological mechanism that underlines the impacts of interactivity and self-disclosure on source credibility, leading to improved consumer purchase intentions. The authors also propose that strong parasocial interaction with reviewers exerts a particularly powerful influence on the purchase decisions of consumers who experience low levels of decision confidence, while arguing for the importance of C2C video reviews in guiding the decisions of various consumer groups. Research recommendations reveal how managers can encourage consumers to create and share video reviews on different platforms and offer guidance on the ways companies can foster parasocial interaction through firm-related marketing communications.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"57 1","pages":"561 - 582"},"PeriodicalIF":11.8,"publicationDate":"2022-08-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42981942","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 : 2022-08-11DOI: 10.1177/10949968221111083
J. Rößler, D. Schoder
Choosing the correct method to predict the incremental effect of a treatment on customer response is critical to optimize targeting policies in many important applications such as churn management and patient care. Two research streams, uplift modeling and heterogeneous treatment effects (HTE), have emerged that scrutinize the incremental effect of a treatment on customer response. So far, these research streams mostly remain independent, with few studies comparing methods across these communities. However, if the goal is to estimate the incremental effect in the best possible way or to make a new contribution in the context of targeting policies, ignoring either uplift modeling or HTE methods is a serious omission. To fill this research gap, the authors benchmark 15 methods from both literatures on synthetic and real-world data sets. They perform benchmarking to contrast the performance of different methods from both research streams and to highlight the importance of evaluating methods from uplift modeling and HTE. The results show that although most methods suffer from volatility, some methods perform better and are more robust than others. In addition, the authors demonstrate that using the incremental effect can substantially improve a targeting policy, but only if academics and practitioners evaluate various methods from both uplift modeling and HTE.
{"title":"Bridging the Gap: A Systematic Benchmarking of Uplift Modeling and Heterogeneous Treatment Effects Methods","authors":"J. Rößler, D. Schoder","doi":"10.1177/10949968221111083","DOIUrl":"https://doi.org/10.1177/10949968221111083","url":null,"abstract":"Choosing the correct method to predict the incremental effect of a treatment on customer response is critical to optimize targeting policies in many important applications such as churn management and patient care. Two research streams, uplift modeling and heterogeneous treatment effects (HTE), have emerged that scrutinize the incremental effect of a treatment on customer response. So far, these research streams mostly remain independent, with few studies comparing methods across these communities. However, if the goal is to estimate the incremental effect in the best possible way or to make a new contribution in the context of targeting policies, ignoring either uplift modeling or HTE methods is a serious omission. To fill this research gap, the authors benchmark 15 methods from both literatures on synthetic and real-world data sets. They perform benchmarking to contrast the performance of different methods from both research streams and to highlight the importance of evaluating methods from uplift modeling and HTE. The results show that although most methods suffer from volatility, some methods perform better and are more robust than others. In addition, the authors demonstrate that using the incremental effect can substantially improve a targeting policy, but only if academics and practitioners evaluate various methods from both uplift modeling and HTE.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"57 1","pages":"629 - 650"},"PeriodicalIF":11.8,"publicationDate":"2022-08-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48822302","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 : 2022-07-19DOI: 10.1177/10949968221102306
Sanghwa Kim, Jeonghye Choi, Seung Hyun Kim
Despite the technological advances in online retailing, the human touch continues to be essential to relationships between retailers and customers. Although a handwritten note is proposed as a simple means to help establish a personal relationship, its economic significance and alignment with current practices have been insufficiently studied. In this article, the authors evaluate the benefits of a handwritten note for an online retailer and reveal the boundary conditions of its benefits. A randomized field experiment demonstrates that presenting a handwritten note has a positive and significant effect on customer spending. More importantly, the authors observe that an additional marketing incentive (i.e., giveaway, price discount) attenuates this beneficial effect. Further, the study shows that these two effects arise with loyal customers, but not with nonloyal customers. A follow-up experiment reveals that warmth underlies the key findings, lending support for the theoretical prediction. The article concludes with a general discussion that the authors hope will inspire future research on relationship management in online retailing.
{"title":"Do Handwritten Notes Benefit Online Retailers? A Field Experiment","authors":"Sanghwa Kim, Jeonghye Choi, Seung Hyun Kim","doi":"10.1177/10949968221102306","DOIUrl":"https://doi.org/10.1177/10949968221102306","url":null,"abstract":"Despite the technological advances in online retailing, the human touch continues to be essential to relationships between retailers and customers. Although a handwritten note is proposed as a simple means to help establish a personal relationship, its economic significance and alignment with current practices have been insufficiently studied. In this article, the authors evaluate the benefits of a handwritten note for an online retailer and reveal the boundary conditions of its benefits. A randomized field experiment demonstrates that presenting a handwritten note has a positive and significant effect on customer spending. More importantly, the authors observe that an additional marketing incentive (i.e., giveaway, price discount) attenuates this beneficial effect. Further, the study shows that these two effects arise with loyal customers, but not with nonloyal customers. A follow-up experiment reveals that warmth underlies the key findings, lending support for the theoretical prediction. The article concludes with a general discussion that the authors hope will inspire future research on relationship management in online retailing.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"57 1","pages":"651 - 664"},"PeriodicalIF":11.8,"publicationDate":"2022-07-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41972131","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 : 2022-07-04DOI: 10.1177/10949968221095557
Laetitia Lambillotte, Yakov Bart, Ingrid Poncin
Companies increasingly use personalization to offer a better experience to their customers. Online personalization enables them to learn from customers’ data and adapt their website content accordingly. Although customers may value personalization, it may also trigger privacy concerns. In this context, both regulators and firms need a better understanding of the process underlying the effect of personalization on privacy concerns, as well as the role of information transparency in this process. Drawing on signaling theory, the authors propose how perceived control may mediate the negative impact of personalization on privacy concerns and hypothesize that the interaction effect of personalization and information transparency depends on customer need for cognition. Findings from two experimental studies show that perceived control is lower on personalized websites than on nonpersonalized websites, which leads to privacy concerns. However, the presence of a transparency message can mitigate the negative effect of website personalization for customers who are in low need for cognition.
{"title":"When Does Information Transparency Reduce Downside of Personalization? Role of Need for Cognition and Perceived Control","authors":"Laetitia Lambillotte, Yakov Bart, Ingrid Poncin","doi":"10.1177/10949968221095557","DOIUrl":"https://doi.org/10.1177/10949968221095557","url":null,"abstract":"Companies increasingly use personalization to offer a better experience to their customers. Online personalization enables them to learn from customers’ data and adapt their website content accordingly. Although customers may value personalization, it may also trigger privacy concerns. In this context, both regulators and firms need a better understanding of the process underlying the effect of personalization on privacy concerns, as well as the role of information transparency in this process. Drawing on signaling theory, the authors propose how perceived control may mediate the negative impact of personalization on privacy concerns and hypothesize that the interaction effect of personalization and information transparency depends on customer need for cognition. Findings from two experimental studies show that perceived control is lower on personalized websites than on nonpersonalized websites, which leads to privacy concerns. However, the presence of a transparency message can mitigate the negative effect of website personalization for customers who are in low need for cognition.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"57 1","pages":"393 - 420"},"PeriodicalIF":11.8,"publicationDate":"2022-07-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"65408702","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 : 2022-06-23DOI: 10.1177/10949968221095548
N. Dhiman, Ajay Kumar
The recent rise of consumer happiness research in marketing literature is noticeable. This article presents a systematic review of consumer happiness research from 1991 to 2020. From an initial pool of 600 articles on consumer happiness from 158 marketing journals in the ABS and ABDC lists, 71 articles were selected. The procedure was as follows: (1) search of articles, (2) quality assessment, (3) extraction of data from articles, and (4) thematic synthesis. The review concluded that the term “consumer happiness” does not have a standardized definition in the existing literature. However, happiness has been studied in a variety of contexts, and consumer research is one of these contexts. Further, the review concluded that consumer happiness research is largely segregated across three themes: marketing beyond satisfaction, marketing for health and mind, and digital felicity. Seven areas of future research on consumer happiness are also proposed. The authors present academic and managerial contributions with scholarly implications for the literature in the areas of consumer well-being, the role of marketing/interactive marketing, and the positive side of marketing. The authors also suggest that marketers not only seek consumers’ need fulfillment and satisfaction from their product or service consumption but also try to elicit hedonic associations with their products or services.
{"title":"What We Know and Don’t Know About Consumer Happiness: Three-Decade Review, Synthesis, and Research Propositions","authors":"N. Dhiman, Ajay Kumar","doi":"10.1177/10949968221095548","DOIUrl":"https://doi.org/10.1177/10949968221095548","url":null,"abstract":"The recent rise of consumer happiness research in marketing literature is noticeable. This article presents a systematic review of consumer happiness research from 1991 to 2020. From an initial pool of 600 articles on consumer happiness from 158 marketing journals in the ABS and ABDC lists, 71 articles were selected. The procedure was as follows: (1) search of articles, (2) quality assessment, (3) extraction of data from articles, and (4) thematic synthesis. The review concluded that the term “consumer happiness” does not have a standardized definition in the existing literature. However, happiness has been studied in a variety of contexts, and consumer research is one of these contexts. Further, the review concluded that consumer happiness research is largely segregated across three themes: marketing beyond satisfaction, marketing for health and mind, and digital felicity. Seven areas of future research on consumer happiness are also proposed. The authors present academic and managerial contributions with scholarly implications for the literature in the areas of consumer well-being, the role of marketing/interactive marketing, and the positive side of marketing. The authors also suggest that marketers not only seek consumers’ need fulfillment and satisfaction from their product or service consumption but also try to elicit hedonic associations with their products or services.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"58 1","pages":"115 - 135"},"PeriodicalIF":11.8,"publicationDate":"2022-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47371153","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 : 2022-06-09DOI: 10.1177/10949968221096591
Adrian Waltenrath, C. Brenner, O. Hinz
This study investigates the value of influencer endorsement within brand-owned social media posts in terms of engagement and online store performance. Specifically, it focuses on how endorser-caused engagement translates to online store performance. The authors examine metrics that capture short-term performance (online shop visits and immediate sales) by tracking immediate responses to social media posts. They conduct an empirical analysis based on real Facebook posts published over 1.5 years by a leading European online fashion retailer that targets young adults. To confirm results and shed light on the underlying mechanisms, the authors further conduct a randomized online experiment (N = 305) that mimics the field study. They find that influencer endorsements are associated with increased engagement and that engagement is associated with higher online store performance. The results show that endorsement negatively moderates the effect of engagement because it distracts from the products (i.e., the “vampire effect”). The authors conclude that consumers’ underlying intentions of engaging with social media posts vary, which implies that engagement caused by an endorser has less economic value than engagement motivated by other (e.g., product-related) reasons. From a practical perspective, social media brand post endorsement should be considered a tool for brand marketing rather than for performance marketing, and social media metrics should be interpreted with care, because not all engagement may help online store performance.
{"title":"Some Interactions Are More Equal Than Others: The Effect of Influencer Endorsements in Social Media Brand Posts on Engagement and Online Store Performance","authors":"Adrian Waltenrath, C. Brenner, O. Hinz","doi":"10.1177/10949968221096591","DOIUrl":"https://doi.org/10.1177/10949968221096591","url":null,"abstract":"This study investigates the value of influencer endorsement within brand-owned social media posts in terms of engagement and online store performance. Specifically, it focuses on how endorser-caused engagement translates to online store performance. The authors examine metrics that capture short-term performance (online shop visits and immediate sales) by tracking immediate responses to social media posts. They conduct an empirical analysis based on real Facebook posts published over 1.5 years by a leading European online fashion retailer that targets young adults. To confirm results and shed light on the underlying mechanisms, the authors further conduct a randomized online experiment (N = 305) that mimics the field study. They find that influencer endorsements are associated with increased engagement and that engagement is associated with higher online store performance. The results show that endorsement negatively moderates the effect of engagement because it distracts from the products (i.e., the “vampire effect”). The authors conclude that consumers’ underlying intentions of engaging with social media posts vary, which implies that engagement caused by an endorser has less economic value than engagement motivated by other (e.g., product-related) reasons. From a practical perspective, social media brand post endorsement should be considered a tool for brand marketing rather than for performance marketing, and social media metrics should be interpreted with care, because not all engagement may help online store performance.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"57 1","pages":"541 - 560"},"PeriodicalIF":11.8,"publicationDate":"2022-06-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49590867","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 : 2022-06-03DOI: 10.1177/10949968221095546
T. Wen, C. Chuan, W. Tsai, Jing Yang
This study illuminates the varied emotional mechanisms underlying consumer response to ads paired with emotionally congruent versus incongruent content in different placement positions. This work expands the media planning literature that has narrowly focused on thematic (in)congruency. Focusing on music videos, Study 1 empirically tests the affect regulation effect on consumer response to ads paired with emotionally incongruent music videos and the affect priming effect in congruent pairings. Furthermore, this study incorporates affective computing algorithms to pair ads with music videos based on emotional (in)congruency to advance the emerging field of computational advertising. The results from two experimental studies demonstrate that consumers prefer the emotional flow from a negative to a positive state when the ad and media context are emotionally incongruent. In the emotional congruency condition, regardless of ad position, the positively valenced ad produces more favorable responses. Study 2 further illuminates the boundary conditions of emotional (in)congruency and ad valence, suggesting that consumers’ preference for positively valenced ads in the affect regulation and affect priming processes is more prominent when consumers are less involved. When involvement level is high, negative ads are rated as more persuasive than positive ones. Involvement level also reduces ad skipping, especially when the ad and the media program are emotionally incongruent.
{"title":"Decoding Emotional (In)Congruency: A Computational Approach Toward Ad Placement on YouTube","authors":"T. Wen, C. Chuan, W. Tsai, Jing Yang","doi":"10.1177/10949968221095546","DOIUrl":"https://doi.org/10.1177/10949968221095546","url":null,"abstract":"This study illuminates the varied emotional mechanisms underlying consumer response to ads paired with emotionally congruent versus incongruent content in different placement positions. This work expands the media planning literature that has narrowly focused on thematic (in)congruency. Focusing on music videos, Study 1 empirically tests the affect regulation effect on consumer response to ads paired with emotionally incongruent music videos and the affect priming effect in congruent pairings. Furthermore, this study incorporates affective computing algorithms to pair ads with music videos based on emotional (in)congruency to advance the emerging field of computational advertising. The results from two experimental studies demonstrate that consumers prefer the emotional flow from a negative to a positive state when the ad and media context are emotionally incongruent. In the emotional congruency condition, regardless of ad position, the positively valenced ad produces more favorable responses. Study 2 further illuminates the boundary conditions of emotional (in)congruency and ad valence, suggesting that consumers’ preference for positively valenced ads in the affect regulation and affect priming processes is more prominent when consumers are less involved. When involvement level is high, negative ads are rated as more persuasive than positive ones. Involvement level also reduces ad skipping, especially when the ad and the media program are emotionally incongruent.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"57 1","pages":"421 - 441"},"PeriodicalIF":11.8,"publicationDate":"2022-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48531578","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 : 2022-06-03DOI: 10.1177/10949968221095556
Joni O. Salminen, M. Mustak, Juan Corporan, Soon-Gyo Jung, B. Jansen
Artificial intelligence, particularly machine learning, carries high potential to automatically detect customers’ pain points, which is a particular concern the customer expresses that the company can address. However, unstructured data scattered across social media make detection a nontrivial task. Thus, to help firms gain deeper insights into customers’ pain points, the authors experiment with and evaluate the performance of various machine learning models to automatically detect pain points and pain point types for enhanced customer insights. The data consist of 4.2 million user-generated tweets targeting 20 global brands from five separate industries. Among the models they train, neural networks show the best performance at overall pain point detection, with an accuracy of 85% (F1 score = .80). The best model for detecting five specific pain points was RoBERTa 100 samples using SYNONYM augmentation. This study adds another foundational building block of machine learning research in marketing academia through the application and comparative evaluation of machine learning models for natural language–based content identification and classification. In addition, the authors suggest that firms use pain point profiling, a technique for applying subclasses to the identified pain point messages to gain a deeper understanding of their customers’ concerns.
{"title":"Detecting Pain Points from User-Generated Social Media Posts Using Machine Learning","authors":"Joni O. Salminen, M. Mustak, Juan Corporan, Soon-Gyo Jung, B. Jansen","doi":"10.1177/10949968221095556","DOIUrl":"https://doi.org/10.1177/10949968221095556","url":null,"abstract":"Artificial intelligence, particularly machine learning, carries high potential to automatically detect customers’ pain points, which is a particular concern the customer expresses that the company can address. However, unstructured data scattered across social media make detection a nontrivial task. Thus, to help firms gain deeper insights into customers’ pain points, the authors experiment with and evaluate the performance of various machine learning models to automatically detect pain points and pain point types for enhanced customer insights. The data consist of 4.2 million user-generated tweets targeting 20 global brands from five separate industries. Among the models they train, neural networks show the best performance at overall pain point detection, with an accuracy of 85% (F1 score = .80). The best model for detecting five specific pain points was RoBERTa 100 samples using SYNONYM augmentation. This study adds another foundational building block of machine learning research in marketing academia through the application and comparative evaluation of machine learning models for natural language–based content identification and classification. In addition, the authors suggest that firms use pain point profiling, a technique for applying subclasses to the identified pain point messages to gain a deeper understanding of their customers’ concerns.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"57 1","pages":"517 - 539"},"PeriodicalIF":11.8,"publicationDate":"2022-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44977118","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 : 2022-05-29DOI: 10.1177/10949968221095554
Xuebin Cui, Yacheng Sun, Yubo Chen, Banggang Wu
This research is a first empirical investigation into the effect of mobile social app usage on consumers’ decisions to visit offline stores and how such an effect varies across consumers and carries over time. The analysis combines data on mobile app usage at the individual consumer level with a fine-grained geolocation data set. The authors find a positive effect of social app usage on consumers’ visits to brick-and-mortar stores. This effect is amplified by the consumer's mobility level and the offline store density in the consumer's neighborhood. The positive impact of social app usage carries over for up to nine days, indicating a short-term effect. Additional analyses indicate that such an effect is likely due to consumers’ social discovery of product- and store-related information via word of mouth on strong-tie social apps (i.e., instant messaging apps). These results point to new opportunities for offline retailers seeking to acquire customers via the mobile channel.
{"title":"The Impact of Mobile Social App Usage on Offline Shopping Store Visits","authors":"Xuebin Cui, Yacheng Sun, Yubo Chen, Banggang Wu","doi":"10.1177/10949968221095554","DOIUrl":"https://doi.org/10.1177/10949968221095554","url":null,"abstract":"This research is a first empirical investigation into the effect of mobile social app usage on consumers’ decisions to visit offline stores and how such an effect varies across consumers and carries over time. The analysis combines data on mobile app usage at the individual consumer level with a fine-grained geolocation data set. The authors find a positive effect of social app usage on consumers’ visits to brick-and-mortar stores. This effect is amplified by the consumer's mobility level and the offline store density in the consumer's neighborhood. The positive impact of social app usage carries over for up to nine days, indicating a short-term effect. Additional analyses indicate that such an effect is likely due to consumers’ social discovery of product- and store-related information via word of mouth on strong-tie social apps (i.e., instant messaging apps). These results point to new opportunities for offline retailers seeking to acquire customers via the mobile channel.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"57 1","pages":"457 - 471"},"PeriodicalIF":11.8,"publicationDate":"2022-05-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45854371","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 : 2022-05-25DOI: 10.1177/10949968221095552
Jacquelyn S. Thomas, Chao-Jung Chen, D. Iacobucci
Email marketing is an important staple of marketing communications. Emails from companies to customers may be promotional in nature, to drive short-term purchasing, or relational in nature, for customer relationship management (CRM) and brand-building objectives. Emails are also issued when customers have opted in to receive alerts and notifications. The authors posit that these different types of emails (promotional, CRM, alerts) reflect both overt and more subtle attempts at persuasion and are associated with different levels of persuasion knowledge. Insights from the persuasion knowledge model ( Friestad and Wright 1994) and advertising wear-out are offered as explanations to understand consumer response to different types of emails. The authors test a model comparing the relative effectiveness of these types of emails on the email opening rate, the spending amount, and the shopping cart abandonment rate. They show that emails associated with relatively lower levels of persuasion knowledge are the most effective at increasing the opening rate and spending amount but are counterproductive for reducing shopping cart abandonment. In contrast, emails that likely trigger higher levels of persuasion knowledge are better for reducing cart abandonment. Alert notifications are mostly ineffective at driving our focal outcomes. The authors show that email effectiveness varies over time and is different for each type of email. They assert that combinations of specific email types, if strategically managed, can be used to enhance the spending of customers who opt in to receive specific alert messages.
电子邮件营销是营销传播的重要组成部分。公司发给客户的电子邮件可能是促销性质的，以推动短期购买，或者是关系性质的，以实现客户关系管理(CRM)和品牌建设的目标。当客户选择接收提醒和通知时，也会发出电子邮件。作者认为，这些不同类型的电子邮件(促销、客户关系管理、提醒)既反映了公开的说服尝试，也反映了更微妙的说服尝试，并且与不同层次的说服知识有关。从说服知识模型(Friestad and Wright 1994)和广告损耗的见解被提供作为解释，以了解消费者对不同类型的电子邮件的反应。作者测试了一个模型，比较了这些类型的电子邮件在电子邮件打开率、消费金额和购物车放弃率方面的相对有效性。他们表明，与相对较低水平的说服知识相关的电子邮件在提高打开率和消费金额方面最有效，但在减少购物车放弃方面却适得其反。相比之下，电子邮件可能会触发更高层次的说服知识，更有利于减少购物车放弃。警报通知在推动我们的焦点结果方面大多是无效的。作者表示，电子邮件的有效性随着时间的推移而变化，每种类型的电子邮件也有所不同。他们断言，如果有策略地管理特定电子邮件类型的组合，可以用来增加选择接收特定提醒信息的客户的支出。
{"title":"Email Marketing as a Tool for Strategic Persuasion","authors":"Jacquelyn S. Thomas, Chao-Jung Chen, D. Iacobucci","doi":"10.1177/10949968221095552","DOIUrl":"https://doi.org/10.1177/10949968221095552","url":null,"abstract":"Email marketing is an important staple of marketing communications. Emails from companies to customers may be promotional in nature, to drive short-term purchasing, or relational in nature, for customer relationship management (CRM) and brand-building objectives. Emails are also issued when customers have opted in to receive alerts and notifications. The authors posit that these different types of emails (promotional, CRM, alerts) reflect both overt and more subtle attempts at persuasion and are associated with different levels of persuasion knowledge. Insights from the persuasion knowledge model ( Friestad and Wright 1994) and advertising wear-out are offered as explanations to understand consumer response to different types of emails. The authors test a model comparing the relative effectiveness of these types of emails on the email opening rate, the spending amount, and the shopping cart abandonment rate. They show that emails associated with relatively lower levels of persuasion knowledge are the most effective at increasing the opening rate and spending amount but are counterproductive for reducing shopping cart abandonment. In contrast, emails that likely trigger higher levels of persuasion knowledge are better for reducing cart abandonment. Alert notifications are mostly ineffective at driving our focal outcomes. The authors show that email effectiveness varies over time and is different for each type of email. They assert that combinations of specific email types, if strategically managed, can be used to enhance the spending of customers who opt in to receive specific alert messages.","PeriodicalId":48260,"journal":{"name":"Journal of Interactive Marketing","volume":"57 1","pages":"377 - 392"},"PeriodicalIF":11.8,"publicationDate":"2022-05-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"65408614","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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