Journal of Interactive Marketing最新文献

This research investigates whether interactivity of home voice assistants can reduce the consumer's perceptions of intrusiveness when using these products because of their autonomy. To do so, the authors applied structural equation modeling to 607 questionnaires. The results show that autonomy has a quadratic effect on intrusiveness and usefulness, being more intense for high levels of autonomy. Interactivity reduces intrusiveness both directly and indirectly through brand trust, and interactivity has a positive effect on usefulness. Furthermore, interactivity moderates the effect of autonomy on intrusiveness. These results lead to interesting managerial implications, such as the inclusion of interactive characteristics in smart products to enable consumers to control and communicate with them.

Digital technology is an integral part of today's healthcare, yet little is known about how these technologies affect healthcare customers' experience. This study uses regulatory focus theory to understand how consumers' role clarity, perceived usefulness, ease of use (i.e., promotion orientation), security, and trust (i.e., prevention orientation) when using digital health technology affect their experience. A nationwide study shows that customer experience is driven by promotion- and prevention-related variables concurrently. Results also show that customer experience with digital health technology positively affects customers' attitudes toward using digital technology. This study offers valuable insights for marketers, technology developers, and healthcare managers interested in understanding and improving healthcare customer experience.

Although marketers spend billions of dollars on social media platforms in an effort to make a connection with their customers, few know if their social media activation in the form of Social Network Advertising (SNA) is positively affecting their business. For example, little research exists as to which types of Digital Consumer Engagement (DCE) (if any) are associated with purchase frequency. Advancing a theoretical framework of social media engagement, the authors test the association between various forms of DCE and customer behavior using archived field data. By matching store visit data from 1,066 loyalty program members of a leading national fast casual restaurant with their engagements on the brand's Facebook page, the authors are able to compare the strength of the relationships between various forms of engagement and store visit frequency. Results reveal that some Facebook engagements are significantly associated with increased or decreased store visits while others exhibit no discernible effects. Empirical support is provided for a proposed hierarchy of DCE, with engagements perceived as reflecting strong DCE being more strongly associated with purchase frequency than those with moderate or weak DCE.

Advertisers increasingly use personalized advertising that is tailored to consumers based on data concerning their preferences and behaviors, which is gained by collecting their personal information. The present study examines the role of consumer–brand relationships and social media platform contexts in effective personalized advertising. Consumers weigh the benefits of personalized brand information against forfeiting privacy by disclosing personal information. For the first time, a 2 (consumer–brand relationship: weaker/stronger) X 2 (data collection method: overt/covert) X 2 (platform: Facebook/Twitter) national online experiment was conducted to examine the personalization–privacy paradox in a social media context. The findings suggested that strong consumer–brand relationships affect the perceived value of information disclosure by bolstering the perceived benefits and mitigating perceived risks of disclosure whereas perceived risks dominated privacy calculus decisions when weak consumer–brand relationships were present. Theoretical and practical implications are discussed.

Throughout a distribution channel, multiple sales platforms and technologies are leveraged to expand market reach and manage offering assortments. Yet, the literature is limited on how buyers who are channel intermediaries make purchase decisions across sales platforms particularly when platforms vary in their degree of technology enablement. This research investigates how B2B buyers respond to the offering, in terms of numerical assortment and quality, when the sales environments vary in their level of technology enablement. We examine the buyer's sales platform choice, purchase quantity, and tackle the seller's challenge of assortment integration. Buyers have a choice of purchasing from a low-tech platform where buyers are in-person and an auction determines sales, an Internet-enabled platform where remotely located buyers are price takers, and a hybrid platform that has a high level of technology enablement such that co-located and remotely located potential buyers simultaneously bid on the offering. A Hidden Markov Model captures the impact of different need states on buyers' decisions. Our findings: (1) uncover three distinct buyer profiles that have unique sales platform preferences and multiplatform buying tendencies that relate to their comfort with technology-enabled markets, (2) show that buyers exhibit distinct and dynamic needs that affect their sales platform choices and response to the platform offerings, (3) reveal that buyers experience diminishing returns to product assortment and condition at varying rates depending on their need state. Supporting our key findings, we find evidence of similar behaviors among consumers in a B2C multichannel context that includes an omnichannel. Additionally, we offer recommendations for B2B sellers regarding allocating and adjusting assortments to drive sales platform choice and revenues per buyer.

The mobile environment of the 2020s is experiencing a vertical video revolution. The portrait, or vertical, screen format is replacing the traditional landscape, or horizontal, format to become the default for mobile video production and consumption. With the increasing use of vertical videos, an important, yet unanswered, question is how mobile users respond to this format. Therefore, we examine the effectiveness of mobile vertical versus horizontal video advertisements in terms of consumer interest, engagement, and processing fluency, as well as the underlying mechanism of the effort of watching the video ad on a smartphone in three studies. In a large-scale field study, we demonstrate that mobile vertical video ads increase consumer interest and engagement compared to horizontal video ads. In two experimental studies, we further show that mobile users process vertical video ads more fluently than horizontal video ads. Exploring the underlying mechanism for this effect, we find that mobile users experience less effort when watching a video ad vertically (vs. horizontally) on the smartphone in full-screen, as watching a vertical video does not require turning the phone. Importantly, we find that mobile users' age moderates this indirect effect, as younger mobile users (Generation Z) process mobile vertical video ads more fluently than older Generations X and Y. This article closes with implications for theory and suggestions for mobile marketers.

Triggered emails are personalized messages that are automatically sent as a response to specific actions or states of customers. Typical examples of this type of campaign include cross-selling recommendations, cart abandonment reminders, and re-engagement emails. Despite the widespread growth of these strategies, there has been no formal evaluation of their effectiveness. This paper investigates the impact of one type of triggered email campaign by using an experimental approach. We identify customers who had recently browsed the website of a multichannel retailer but had abandoned the process before making a purchase. Approximately half of the sample was randomly selected to receive automated emails with different configurations, while the other half receive no message at all. Comparison of the sales of these two groups indicates that browse abandonment emails have increase revenues in the online channel and in the triggered category. In terms of the design of the campaign, we found that the implementation of triggered emails plays an important role in their effectiveness. In this regard our result indicates that retargeting based on longer navigation histories is associated with larger conversions and that recommendations of wider assortments are associated with larger revenues.