Pub Date : 2024-03-21DOI: 10.1177/00222437241244736
Remi Daviet, Gideon Nave
The exponential expansion of consumer genetic testing has led to an accumulation of massive genomic datasets owned by governments and firms. The prospect of leveraging genetic data for enhancing consumer’s health, well-being and satisfaction, through improved personalization, segmentation, and targeting is promising. Nonetheless, this potential has not been studied empirically to date and it is unknown whether and when resources should be invested into incorporating genetic data into strategies and processes. We address this gap in a study of taste preferences, important drivers of food and beverages consumption. Using a large UK-based sample, we find that with sample sizes currently available, genetic data is expected to significantly improve prediction of taste preferences above traditionally used metrics such as demographics, behavioral variables, and even past consumption, especially for tastes that are uncommon in the local diet (e.g., spicy and sour) as they are less expressed behaviorally. We conclude that genetic data shows immense promise for prediction-based applications when other data sources are limited or uninformative. These findings could have significant implications for public health initiatives, potentially aiding development of personalized nutrition plans and dietary interventions.
{"title":"EXPRESS: The Value of Genetic Data in Predicting Preferences: a Study of Food Taste","authors":"Remi Daviet, Gideon Nave","doi":"10.1177/00222437241244736","DOIUrl":"https://doi.org/10.1177/00222437241244736","url":null,"abstract":"The exponential expansion of consumer genetic testing has led to an accumulation of massive genomic datasets owned by governments and firms. The prospect of leveraging genetic data for enhancing consumer’s health, well-being and satisfaction, through improved personalization, segmentation, and targeting is promising. Nonetheless, this potential has not been studied empirically to date and it is unknown whether and when resources should be invested into incorporating genetic data into strategies and processes. We address this gap in a study of taste preferences, important drivers of food and beverages consumption. Using a large UK-based sample, we find that with sample sizes currently available, genetic data is expected to significantly improve prediction of taste preferences above traditionally used metrics such as demographics, behavioral variables, and even past consumption, especially for tastes that are uncommon in the local diet (e.g., spicy and sour) as they are less expressed behaviorally. We conclude that genetic data shows immense promise for prediction-based applications when other data sources are limited or uninformative. These findings could have significant implications for public health initiatives, potentially aiding development of personalized nutrition plans and dietary interventions.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"11 1","pages":""},"PeriodicalIF":6.1,"publicationDate":"2024-03-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140197880","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 : 2024-03-07DOI: 10.1177/00222437241240694
Annika Abell, Carter Morgan, Marisabel Romero
Average product ratings are displayed on many major websites, including online retailers, search engines, and social media sites. Research in both academia and industry has shown that consumers rely heavily on product ratings when making purchase decisions. Websites may show customer ratings in different shapes, colors, or formats. For example, some websites present their rating in a numerical format (e.g., 4.0/5) while others utilize an analog format (e.g., êêêêê). The present research investigates how a website’s rating presentation may influence magnitude perceptions of the rating, which subsequently affect choices and purchase intentions. We propose and find that when the average customer rating is at or above the midpoint (i.e., .5 - .9) of each rating level (i.e., 1 – 5 on a 5-pt. scale) the numerical (vs. analog) rating format is perceived to be lower in magnitude due to left-digit anchoring, leading to differences in choice likelihood, purchase intent, and ad click likelihood for products and services. Across nine experiments, including an eye tracking study, and a multiple-ad study without holdout, we show robust evidence for our proposed effect.
{"title":"EXPRESS: The Power of a Star Rating: Differential Effects of Customer Rating Formats on Magnitude Perceptions and Consumer Reactions","authors":"Annika Abell, Carter Morgan, Marisabel Romero","doi":"10.1177/00222437241240694","DOIUrl":"https://doi.org/10.1177/00222437241240694","url":null,"abstract":"Average product ratings are displayed on many major websites, including online retailers, search engines, and social media sites. Research in both academia and industry has shown that consumers rely heavily on product ratings when making purchase decisions. Websites may show customer ratings in different shapes, colors, or formats. For example, some websites present their rating in a numerical format (e.g., 4.0/5) while others utilize an analog format (e.g., êêêêê). The present research investigates how a website’s rating presentation may influence magnitude perceptions of the rating, which subsequently affect choices and purchase intentions. We propose and find that when the average customer rating is at or above the midpoint (i.e., .5 - .9) of each rating level (i.e., 1 – 5 on a 5-pt. scale) the numerical (vs. analog) rating format is perceived to be lower in magnitude due to left-digit anchoring, leading to differences in choice likelihood, purchase intent, and ad click likelihood for products and services. Across nine experiments, including an eye tracking study, and a multiple-ad study without holdout, we show robust evidence for our proposed effect.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"85 1","pages":""},"PeriodicalIF":6.1,"publicationDate":"2024-03-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140075637","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 : 2024-02-22DOI: 10.1177/00222437241237483
Szu-chi Huang, Michal Maimaran, Daniella Kupor
We examine how price discounts—a classic marketing incentive—drive children’s healthy choices in the understudied context of a developing economy. We partnered with UNICEF to launch three field experiments in Panamá among 2,418 children to examine four pillars of price discount promotions for children: What to discount (product selection), how to discount (message design), whom to target (children’s age), and whether to discount again (repetition). We uncovered four previously undocumented insights. First, we found that price discounts alone effectively increase demand among children 6-11 years old, reconciling conflicting findings in prior literature. Second, product selection based on relative price—a particularly crucial factor in developing regions—drives opposing post-promotion effects: Ironically, marketers should not discount expensive healthy options but rather moderately priced ones. Third, different from prior literature’s practice of directly communicating final prices, discount messages that require older children to derive final prices are more effective. Fourth, repetition can amplify or undermine discounts’ efficacy depending on message complexity and children’s age. Our research offers concrete guidelines for researchers and practitioners, uncovering both positive and negative effects of price promotions on children, and shedding light on price promotion interventions that most powerfully nudge children of different ages to act.
{"title":"EXPRESS: Using Price Promotions to Drive Children’s Healthy Choices in a Developing Economy","authors":"Szu-chi Huang, Michal Maimaran, Daniella Kupor","doi":"10.1177/00222437241237483","DOIUrl":"https://doi.org/10.1177/00222437241237483","url":null,"abstract":"We examine how price discounts—a classic marketing incentive—drive children’s healthy choices in the understudied context of a developing economy. We partnered with UNICEF to launch three field experiments in Panamá among 2,418 children to examine four pillars of price discount promotions for children: What to discount (product selection), how to discount (message design), whom to target (children’s age), and whether to discount again (repetition). We uncovered four previously undocumented insights. First, we found that price discounts alone effectively increase demand among children 6-11 years old, reconciling conflicting findings in prior literature. Second, product selection based on relative price—a particularly crucial factor in developing regions—drives opposing post-promotion effects: Ironically, marketers should not discount expensive healthy options but rather moderately priced ones. Third, different from prior literature’s practice of directly communicating final prices, discount messages that require older children to derive final prices are more effective. Fourth, repetition can amplify or undermine discounts’ efficacy depending on message complexity and children’s age. Our research offers concrete guidelines for researchers and practitioners, uncovering both positive and negative effects of price promotions on children, and shedding light on price promotion interventions that most powerfully nudge children of different ages to act.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"39 1","pages":""},"PeriodicalIF":6.1,"publicationDate":"2024-02-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139956753","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 : 2023-12-21DOI: 10.1177/00222437231221425
Rebecca W. Hamilton
{"title":"Leveraging Opportunities and Managing Risks in Marketing Research","authors":"Rebecca W. Hamilton","doi":"10.1177/00222437231221425","DOIUrl":"https://doi.org/10.1177/00222437231221425","url":null,"abstract":"","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"51 10","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138952501","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}
Business-to-business suppliers invest in safety training programs believing such programs mitigate safety hazards, prevent workplace injuries, and create value for their customers. However, causal evidence of these effects is sparse. Study 1 uses site-level monthly data from a global oilfield services company. Exploiting sharp discontinuities in safety training hours due to catastrophic accidents, the authors find that a 10% increase in safety training hours per capita decreases safety hazards per capita by 6.45%−9.57%. Study 2 measures the causal impact of business establishments’ safety training intensity on preventing their workplace injuries: it leverages Local Law 196 requiring workers at construction establishments in New York City to complete at least ten hours of safety training. This legislation led to a 15.56%–18.84% decrease in injury rates at construction establishments in New York City relative to their counterparts. Study 3, a choice-based conjoint study of business-to-business procurement professionals, documents that the focal supplier’s investment in safety training increases the probability of its proposal being selected by those procurement professionals. Collectively, these findings validate the need for suppliers to invest in safety training programs as a risk-mitigation vehicle that has positive implications for business-to-business buying decisions.
{"title":"EXPRESS: The Value of Safety Training for Business-to-Business Firms","authors":"Yixing Chen, Shrihari Sridhar, Kyuhong Han, Sonam Singh, Vikas Mittal, Taeho Im","doi":"10.1177/00222437231222857","DOIUrl":"https://doi.org/10.1177/00222437231222857","url":null,"abstract":"Business-to-business suppliers invest in safety training programs believing such programs mitigate safety hazards, prevent workplace injuries, and create value for their customers. However, causal evidence of these effects is sparse. Study 1 uses site-level monthly data from a global oilfield services company. Exploiting sharp discontinuities in safety training hours due to catastrophic accidents, the authors find that a 10% increase in safety training hours per capita decreases safety hazards per capita by 6.45%−9.57%. Study 2 measures the causal impact of business establishments’ safety training intensity on preventing their workplace injuries: it leverages Local Law 196 requiring workers at construction establishments in New York City to complete at least ten hours of safety training. This legislation led to a 15.56%–18.84% decrease in injury rates at construction establishments in New York City relative to their counterparts. Study 3, a choice-based conjoint study of business-to-business procurement professionals, documents that the focal supplier’s investment in safety training increases the probability of its proposal being selected by those procurement professionals. Collectively, these findings validate the need for suppliers to invest in safety training programs as a risk-mitigation vehicle that has positive implications for business-to-business buying decisions.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"21 6","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-12-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138977133","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 : 2023-11-29DOI: 10.1177/00222437231220327
Eric Anderson, Chaoqun Chen, A. Israeli, Duncan Simester
Past customer spending in a category is generally a positive signal of future customer spending. We show that there exist “canary categories” for which the reverse is true. Purchases in these categories are a signal that customers are less likely to return to that retailer. We demonstrate the robustness of this finding at two retailers. We propose an explanation for the existence of canary categories and then develop a stylized model that illustrates four contributing factors: the probability a customer finds their favorite brand, customers’ willingness to substitute brands, the cost and attractiveness of visiting other stores, and expectations about future brand availability. We use both field data and experiments to investigate these factors. The findings suggest that canary categories exist (at least in part) because store assortments are not completely adjusted to local preferences. An implication is that canary categories are endogenous to each retailer; the same category may be a canary category at one retailer and a destination category at a competing retailer.
{"title":"EXPRESS: Canary Categories","authors":"Eric Anderson, Chaoqun Chen, A. Israeli, Duncan Simester","doi":"10.1177/00222437231220327","DOIUrl":"https://doi.org/10.1177/00222437231220327","url":null,"abstract":"Past customer spending in a category is generally a positive signal of future customer spending. We show that there exist “canary categories” for which the reverse is true. Purchases in these categories are a signal that customers are less likely to return to that retailer. We demonstrate the robustness of this finding at two retailers. We propose an explanation for the existence of canary categories and then develop a stylized model that illustrates four contributing factors: the probability a customer finds their favorite brand, customers’ willingness to substitute brands, the cost and attractiveness of visiting other stores, and expectations about future brand availability. We use both field data and experiments to investigate these factors. The findings suggest that canary categories exist (at least in part) because store assortments are not completely adjusted to local preferences. An implication is that canary categories are endogenous to each retailer; the same category may be a canary category at one retailer and a destination category at a competing retailer.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"20 1","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-11-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139211259","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 : 2023-11-23DOI: 10.1177/00222437231218969
John JianJun Zhu, Ling Tuo, Yanfen You, Qiang Fei, Matthew Thomson
Data breaches have the potential to weaken employee morale, corporate reputations, and customer and supplier relationships, while also disrupting marketing investments and financial performance. Research on reducing their frequency and harm focuses on tactical solutions though breaches represent serious, even existential threats to firms. To date, research has not attempted to simultaneously address the closely connected phenomena of preventing and recovering from data breaches. The authors propose that corporate social responsibility (CSR) is a strategic variable offering dual protection: reducing the likelihood of data breaches and attenuating harm when breaches occur. Drawing on Stakeholder Theory, the authors distinguish between internal (addressing primary stakeholders) and external (addressing secondary stakeholders) CSR. Study 1 shows external CSR has no prophylactic effect while moderate and high levels of internal CSR are equally effective at preventing data breaches compared to low levels of internal CSR. Study 2 assesses mitigation following a data breach by examining (a) short-term effects (in the form of an event study on cumulative abnormal returns) and (b) long-term effects (with time series analysis of Tobin's Q). The results suggest internal CSR props up financial performance only at high levels while the positive effect of external CSR is short-lived.
{"title":"EXPRESS: A Preemptive and Curative Solution to Mitigate Data Breaches: the Double-Layer of Protection from Corporate Social Responsibility","authors":"John JianJun Zhu, Ling Tuo, Yanfen You, Qiang Fei, Matthew Thomson","doi":"10.1177/00222437231218969","DOIUrl":"https://doi.org/10.1177/00222437231218969","url":null,"abstract":"Data breaches have the potential to weaken employee morale, corporate reputations, and customer and supplier relationships, while also disrupting marketing investments and financial performance. Research on reducing their frequency and harm focuses on tactical solutions though breaches represent serious, even existential threats to firms. To date, research has not attempted to simultaneously address the closely connected phenomena of preventing and recovering from data breaches. The authors propose that corporate social responsibility (CSR) is a strategic variable offering dual protection: reducing the likelihood of data breaches and attenuating harm when breaches occur. Drawing on Stakeholder Theory, the authors distinguish between internal (addressing primary stakeholders) and external (addressing secondary stakeholders) CSR. Study 1 shows external CSR has no prophylactic effect while moderate and high levels of internal CSR are equally effective at preventing data breaches compared to low levels of internal CSR. Study 2 assesses mitigation following a data breach by examining (a) short-term effects (in the form of an event study on cumulative abnormal returns) and (b) long-term effects (with time series analysis of Tobin's Q). The results suggest internal CSR props up financial performance only at high levels while the positive effect of external CSR is short-lived.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"273 ","pages":""},"PeriodicalIF":6.1,"publicationDate":"2023-11-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139242847","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 : 2023-10-15DOI: 10.1177/00222437231210267
Zijun Tian, Ryan Dew, Raghuram Iyengar
Influencer marketing, in which companies sponsor social media personalities to promote their brands, has exploded in popularity in recent years. One common criterion for selecting an influencer partner is popularity. While some firms collaborate with “mega” influencers with millions of followers, other firms partner with “micro” influencers with only several thousand followers, but who also cost less to sponsor. To quantify this trade-off between popularity and cost, we develop a framework for estimating the follower elasticity of impressions, or FEI, which measures a video’s percentage gain in impressions (i.e., views) corresponding to a percentage increase in the number of followers of its creator. Computing FEI involves estimating the causal effect of an influencer’s popularity on the view counts of their videos, which we achieve through a combination of: (1) a unique dataset collected from TikTok, (2) a representation learning model for quantifying video content, and (3) a machine learning-based causal inference method. We find that FEI is always positive, averaging 0.10, but often nonlinearly related to follower size. We examine the factors that predict variation in these FEI curves and show how firms can use these results to better determine influencer partnerships.
{"title":"EXPRESS: Mega or Micro? Influencer Selection Using Follower Elasticity","authors":"Zijun Tian, Ryan Dew, Raghuram Iyengar","doi":"10.1177/00222437231210267","DOIUrl":"https://doi.org/10.1177/00222437231210267","url":null,"abstract":"Influencer marketing, in which companies sponsor social media personalities to promote their brands, has exploded in popularity in recent years. One common criterion for selecting an influencer partner is popularity. While some firms collaborate with “mega” influencers with millions of followers, other firms partner with “micro” influencers with only several thousand followers, but who also cost less to sponsor. To quantify this trade-off between popularity and cost, we develop a framework for estimating the follower elasticity of impressions, or FEI, which measures a video’s percentage gain in impressions (i.e., views) corresponding to a percentage increase in the number of followers of its creator. Computing FEI involves estimating the causal effect of an influencer’s popularity on the view counts of their videos, which we achieve through a combination of: (1) a unique dataset collected from TikTok, (2) a representation learning model for quantifying video content, and (3) a machine learning-based causal inference method. We find that FEI is always positive, averaging 0.10, but often nonlinearly related to follower size. We examine the factors that predict variation in these FEI curves and show how firms can use these results to better determine influencer partnerships.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"33 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136185548","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 : 2023-10-01DOI: 10.1177/00222437221135188
Johann Melzner, Priya Raghubir
This research aims to advance the understanding of audio branding by investigating the effect of an understudied auditory attribute, timbre, in the context of brand audio logos. Specifically, the authors propose, and provide evidence in ten studies, that timbral sound quality in audio logos (i.e., roughness/smoothness) informs abstract judgments of brand personality (i.e., ruggedness/sophistication). Study 1 shows that the industry practice of altering instrumentation, and thus timbre, in audio logos can change personality perceptions of even well-known brands. This effect persists when the sound source is kept constant with various instruments (Studies 2a–2d), with a combination of instruments (Study 3), and in the absence of an identifiable sound source (Study 4). The authors test specific acoustic underpinnings of timbral sound quality perceptions (Study 4) and show that the effect on brand personality judgments is counteracted by incongruent sensory information from another modality (Study 5). The results of Study 6 suggest that the influence of timbral sound quality on brand personality perceptions is nonconscious, as consumers are unaware of the extent to which the stimulus affects their judgments. Study 7 shows downstream consequences for purchase intentions. Practical implications, theoretical contributions, and directions for future research are discussed.
{"title":"The Sound of Music: The Effect of Timbral Sound Quality in Audio Logos on Brand Personality Perception","authors":"Johann Melzner, Priya Raghubir","doi":"10.1177/00222437221135188","DOIUrl":"https://doi.org/10.1177/00222437221135188","url":null,"abstract":"This research aims to advance the understanding of audio branding by investigating the effect of an understudied auditory attribute, timbre, in the context of brand audio logos. Specifically, the authors propose, and provide evidence in ten studies, that timbral sound quality in audio logos (i.e., roughness/smoothness) informs abstract judgments of brand personality (i.e., ruggedness/sophistication). Study 1 shows that the industry practice of altering instrumentation, and thus timbre, in audio logos can change personality perceptions of even well-known brands. This effect persists when the sound source is kept constant with various instruments (Studies 2a–2d), with a combination of instruments (Study 3), and in the absence of an identifiable sound source (Study 4). The authors test specific acoustic underpinnings of timbral sound quality perceptions (Study 4) and show that the effect on brand personality judgments is counteracted by incongruent sensory information from another modality (Study 5). The results of Study 6 suggest that the influence of timbral sound quality on brand personality perceptions is nonconscious, as consumers are unaware of the extent to which the stimulus affects their judgments. Study 7 shows downstream consequences for purchase intentions. Practical implications, theoretical contributions, and directions for future research are discussed.","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"60 1","pages":"932 - 949"},"PeriodicalIF":6.1,"publicationDate":"2023-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45738719","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 : 2023-09-29DOI: 10.1177/00222437231207323
Andreas Lanz, Jacob Goldenberg, Daniel Shapira, Florian Stahl
Excessive monetary compensation and existing contractual agreements of influencers limit the ability of many firms to engage in effective influencer seeding. We suggest a forward-looking approach of targeting prospective influencers—while they are still largely unknown (e.g., a few months after their platform registration)—and signing them to endorse the firm in the future (e.g., more than a year later). This approach has the potential to significantly reduce costs. However, as only rarely do newly registered users ultimately become influencers (and as signals are weak), we propose a novel framework to cope with this rare-event problem. For empirical demonstration and application, we conduct data-based simulations using a dataset from a worldwide leading audio platform. Every wave of newly registered users is associated with a profit potential stemming from future endorsements by prospective influencers. With knowledge about the order of magnitude of the return on successful influencer spend, applying the framework can extract around 20% of this profit potential (if the return is around three times the spend).
{"title":"EXPRESS: Buying Future Endorsements from Prospective Influencers on User-Generated Content Platforms","authors":"Andreas Lanz, Jacob Goldenberg, Daniel Shapira, Florian Stahl","doi":"10.1177/00222437231207323","DOIUrl":"https://doi.org/10.1177/00222437231207323","url":null,"abstract":"Excessive monetary compensation and existing contractual agreements of influencers limit the ability of many firms to engage in effective influencer seeding. We suggest a forward-looking approach of targeting prospective influencers—while they are still largely unknown (e.g., a few months after their platform registration)—and signing them to endorse the firm in the future (e.g., more than a year later). This approach has the potential to significantly reduce costs. However, as only rarely do newly registered users ultimately become influencers (and as signals are weak), we propose a novel framework to cope with this rare-event problem. For empirical demonstration and application, we conduct data-based simulations using a dataset from a worldwide leading audio platform. Every wave of newly registered users is associated with a profit potential stemming from future endorsements by prospective influencers. With knowledge about the order of magnitude of the return on successful influencer spend, applying the framework can extract around 20% of this profit potential (if the return is around three times the spend).","PeriodicalId":48465,"journal":{"name":"Journal of Marketing Research","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135243167","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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