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Showing or Hiding? The Impact of Visibility of General Conditions of Use on Retargeted Ad Intrusiveness and Perceived Ethicality of Mobile Apps Journal of Interactive Marketing (IF 11.8) Pub Date : 2024-02-12 Jean-François Toti, Nadia Steils
Although it is legally required to have consumers’ consent to collect and use their personal data for retargeting practices, managers ignore how to design and communicate about privacy policies to drive subsequent acceptance of personalized advertising. Hence, this research examines the impact of the visibility of general conditions of use (GCU) on consumers’ perception of retargeting practices (perceived
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Resonance of Review Behavior: Will People Follow in Their Friends’ Footsteps? Journal of Interactive Marketing (IF 11.8) Pub Date : 2024-02-07 Zhaoyang Yu, Zili Zhang, Rob Law, Ziqiong Zhang
This study investigates factors affecting users’ review behavior on electronic word-of-mouth platforms, with a focus on the motivating influence of friends’ review contributions. Drawing on the theory of competitive altruism, the authors analyze how users perceive reputation-related competition on a platform. They additionally identify attributes related to friends, users, and companies that influence
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How Important Is Word of Mouth? Development, Validation, and Application of a Scale Journal of Interactive Marketing (IF 11.8) Pub Date : 2024-01-23 Jan-Michael Becker, Franziska Völckner, Henrik Sattler
Companies spend large amounts of money to induce word of mouth (WOM) and spread it among consumers. This research introduces the concept of “WOM relevance,” which measures the importance of WOM for consumers’ purchase-decision process in a specific category. It uses three studies to develop and validate a parsimonious scale to measure WOM relevance at the consumer level across various product categories
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Neural Responses to Hedonic and Utilitarian Banner Ads: An fMRI Study Journal of Interactive Marketing (IF 11.8) Pub Date : 2022-04-28 Luis-Alberto Casado-Aranda,Juan Sánchez-Fernández,María I. Viedma-del-Jesús
Previous interactive marketing literature has concluded that banner attributes are key drivers of ad effectiveness and online consumer behaviors. In particular, prior advertising studies have largely defined the two most commonly used ad appeals in online settings: hedonic (i.e., visually attractive, joy-focused, and interactive) and utilitarian (i.e., informative, convenient, and functional). However
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Buddies as In-Group Influencers in Online Support Groups: A Social Network Analysis of Processes and Outcomes Journal of Interactive Marketing (IF 11.8) Pub Date : 2022-04-26 Ali Esmaeeli,Cornelia (Connie) Pechmann,Judith J. Prochaska
Buddies, serving as in-group influencers to aid demographically similar cobuddies, are extensively used in face-to-face support groups to enhance positive social influence. The authors examine the efficacy of buddies in online support groups and investigate underlying mediating processes using social network analysis. They observe what happens when members of support groups for quitting smoking, including
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Hope You’re Not Totally Commercial! Toward a Better Understanding of Advertising Recognition's Impact on Influencer Marketing Effectiveness Journal of Interactive Marketing (IF 11.8) Pub Date : 2022-04-26 Gerrit Sundermann,Juha Munnukka
Social media influencers (SMIs) have become an effective channel for reaching targeted customers. The present study explores the influence process of advertising recognition on consumer responses in the SMI marketing context. The authors examined an Instagram post featuring the endorsement of a brand and created an experimental design with four conditions related to advertising recognition and the
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Impact of Unmet Privacy Expectations Across Information, Time, and Space: Evidence from Four Countries Journal of Interactive Marketing (IF 11.8) Pub Date : 2022-04-21 Kunal Swani,George R. Milne
Globally, consumers and firms are negotiating rising privacy expectations. This article advances research by developing a multidimensional privacy measure that captures the idea of privacy as an expectation to be left alone through control and access of their personal information, time, and space. Drawing on boundary regulation perspectives from law and environmental psychology, the authors conceptualize
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Bridging Imagination Gaps on the Path to Purchase with Augmented Reality: Field and Experimental Evidence Journal of Interactive Marketing (IF 11.8) Pub Date : 2022-04-13 Tim Hilken,Jonas Heller,Debbie I. Keeling,Mathew Chylinski,Dominik Mahr,Ko de Ruyter
Many firms use augmented reality (AR) that projects lifelike product holograms into the physical environment to assist customers in bridging so-called “imagination gaps,” which can arise on their path to purchase. However, research has not yet studied whether and how AR might help customers address two pertinent sources of such imagination gaps: (1) increased cognitive load when evaluating multiple
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Drivers of Consumers’ Willingness to Answer an eWOM Solicitation for a Time-Limited Offer Journal of Interactive Marketing (IF 11.8) Pub Date : 2022-04-11 Camille Lacan,Emmanuelle Le Nagard,Pierre Desmet
To quickly develop awareness of time-limited offers, marketers use an increasing number of eWOM solicitations, whereby they ask their customers to spread statements to their friends and acquaintances about products or a company. Despite growing interest in this communication tool, very little is known about what makes an efficient solicitation strategy. This research examines the drivers of consumers’
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The Role of Humor in Management Response to Positive Consumer Reviews Journal of Interactive Marketing (IF 11.8) Pub Date : 2022-04-11 Junyun Liao,Chunyu Li,Raffaele Filieri
Marketing managers increasingly monitor their company's online reputation and respond to online consumer reviews on various digital platforms. The current literature provides valuable insights into effectively initiating management response (MR) to negative reviews. However, research on how companies should respond to positive reviews is limited, despite their prevalence in MR practice. In this study
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When Disclosures Backfire: Aversive Source Effects for Personalization Disclosures on Less Trusted Platforms Journal of Interactive Marketing (IF 11.8) Pub Date : 2022-04-07 Iris van Ooijen
Recent studies indicate that transparency about data collection practices for personalized advertising in the form of disclosures increases advertising effectiveness. This work, however, demonstrates that for advertising platforms with an untrustworthy reputation, personalization disclosures may backfire because the motives of placing such disclosures are perceived as insincere. Study 1 shows that
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The Unanticipated Dynamics of Promoting Crowdfunding Donation Campaigns on Social Media Journal of Interactive Marketing (IF 11.8) Pub Date : 2022-02-01 Yashar Dehdashti,Aidin Namin,Brian T. Ratchford,Lawrence B. Chonko
Crowdfunding is an online method of fundraising from a large audience. Digital Word of Mouth (DWOM) via social media has become a popular promotion platform for crowdfunding campaigns due to its negligible nominal cost. While one may expect that promoting these campaigns on social media may steadily increase donations, the exact dynamics of such promotions have not been studied for donation-based crowdfunding
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Sponsorship Disclosure of Influencers – A Curse or a Blessing? Journal of Interactive Marketing (IF 11.8) Pub Date : 2022-02-01 Andrea Giuffredi-Kähr,Alisa Petrova,Lucia Malär
Influencer marketing has become increasingly important in the field of marketing communication as an effective way to reach the appropriate target group. Using their own social media channels, influencers often give the impression that they have a personal rather than a commercial relationship with the brand and the products they promote. Therefore, when influencers post sponsored content, consumers
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Paradoxes of Social Support in Virtual Support Communities: A Mixed-Method Inquiry of the Social Dynamics in Health and Wellness Facebook Groups Journal of Interactive Marketing (IF 11.8) Pub Date : 2022-02-01 Ana Babić Rosario,Cristel Antonia Russell,Doreen Ellen Shanahan
From parenting to health and wellness, the number of virtual support communities (VSCs) keeps growing. The interactive marketing discipline has primarily documented the positive social dynamics of VSCs: communities provide informational and socio-emotional support that helps members achieve their goals. Yet evidence is mounting that VSCs also exhibit judgment and pressure that ultimately hurt community
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Sponsored Influencer Vlogs and Young Viewers: When Sponsorship Disclosure Does not Enhance Advertising Literacy, and Parental Mediation Backfires Journal of Interactive Marketing (IF 11.8) Pub Date : 2022-02-01 Bianca Harms,Janny C. Hoekstra,Tammo H. A. Bijmolt
Using unique data from 609 parent–daughter (8–16 years of age) dyads, in an online experiment we studied two pivotal antecedents of young viewers’ cognitive advertising literacy: influencer-generated sponsorship disclosure (written and/or spoken) and parental mediation style (active or restrictive). A between-subjects, single-factor design was applied with three experimental conditions: written disclosure
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I am Not What I Like: Endorsing Brands on Social Media Negatively Affects Consumers’ Self-Evaluation Journal of Interactive Marketing (IF 11.8) Pub Date : 2022-02-01 Stefan F. Bernritter,Annemijn C. Loermans,Anniek W. Eigenraam,Peeter W. J. Verlegh
To what extent do consumers incorporate the identity of brands they endorse on social media into their self-concept? We argue that, contrary to popular belief, online brand endorsements may not necessarily lead to inclusion of the brand into the self and may, consequently, lead to contrast effects that negatively affect consumers’ self-evaluations. We test our hypotheses across five studies and find
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Sarcastic or Assertive: How Should Brands Reply to Consumers’ Uncivil Comments on Social Media in the Context of Brand Activism? Journal of Interactive Marketing (IF 11.8) Pub Date : 2022-02-01 Juliana Moreira Batista,Lucia S. G. Barros,Fabricia V. Peixoto,Delane Botelho
Brands are increasingly embracing social activism and adopting positions on controversial issues, prompting some consumers to react by making uncivil comments on social media. How should brands reply to such incivility while maintaining their positions and protecting their reputations? Two common types of reply include either a sarcastic or an assertive tone, but the effects of these types of communication
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Value Creation (vs Value Destruction) as an Unintended Consequence of Negative Comments on [Innocuous] Brand Social Media Posts Journal of Interactive Marketing (IF 11.8) Pub Date : 2022-02-01 Lauren I. Labrecque,Ereni Markos,Mujde Yuksel,Tracy A. Khan
Social media allows brands a place to reinforce their identities and build positive interactions with their customers. Despite all the benefits social media offers to brands, it is also is a place where consumers can post negative comments (unintended consequence #1) with the intention to cause harm (value-destruction). But could these value destruction attempts backfire, resulting in value-creation
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Feeding the Trolling: Understanding and Mitigating Online Trolling Behavior as an Unintended Consequence Journal of Interactive Marketing (IF 11.8) Pub Date : 2022-02-01 Maja Golf-Papez,Ekant Veer
Trolling is a form of consumer misbehavior that involves deliberate, deceptive, and mischievous attempts to provoke reactions from other online users. This research draws on actor-network theory to explore the assemblages of human and non-human entities that allow and perpetuate online trolling behaviors. By taking a practice-focused multi-sited ethnographic research approach, the research shows that
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Let's Give Them Something to Talk About: Which Social Media Engagements Predict Purchase Frequency? Journal of Interactive Marketing (IF 11.8) Pub Date : 2021-09-23 Timothy J. Halloran, Richard J. Lutz
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
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Fleeting, But Not Forgotten: Ephemerality as a Means to Increase Recall of Advertising Journal of Interactive Marketing (IF 11.8) Pub Date : 2021-08-27 Colin Campbell, Sean Sands, Emily Treen, Brent McFerran
Ephemeral social media is growing in popularity and brands are increasingly using this method to engage with and advertise to consumers. Yet, little research attention has been paid to how consumers perceive and retain social media content, particularly marketing communications, when they are aware it will disappear. Across five studies we find that when viewers know content is ephemeral, their recall
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Branded Content Experience in Social Media: Conceptualization, Scale Development, and Validation Journal of Interactive Marketing (IF 11.8) Pub Date : 2021-09-25 Muhammad Waqas, Noor Akma Mohd Salleh, Zalfa Laili Hamzah
Understanding customer experience with branded content on social media has become critical as brands allocate a considerable budget to the creation and dissemination of branded content. Customers interact with social media branded content such as brand-related images, videos, and text posts, and respond by engaging with content on social media. However, despite growing scholarly interest in social
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Digital Health Experience: A Regulatory Focus Perspective Journal of Interactive Marketing (IF 11.8) Pub Date : 2021-10-06 Genevieve E. O'Connor, Susan Myrden, Linda Alkire (née Nasr), Kyungwon Lee, Sören Köcher, Jay Kandampully, Jerome D. Williams
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
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More Trust in Fewer Followers: Diverging Effects of Popularity Metrics and Green Orientation Social Media Influencers Journal of Interactive Marketing (IF 11.8) Pub Date : 2021-07-24 Matthew Pittman, Annika Abell
Digital marketing campaigns increasingly utilize social media influencers. Research in influencer marketing has investigated popularity metrics but found conflicting results on how the number of followers and likes on posts might influence consumers' behaviors. The present research investigates green living orientation of influencers as a moderating characteristic that leads to differential interpretation
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A Brand-New Look at You: Predicting Brand Personality in Social Media Networks with Machine Learning Journal of Interactive Marketing (IF 11.8) Pub Date : 2021-07-08 Utku Pamuksuz, Joseph T. Yun, Ashlee Humphreys
Tools for analyzing social media text data to gain marketing insight have recently emerged. While a wealth of research has focused on automated human personality assessment, little research has focused on advancing methods for obtaining brand personality from social media content. Brand personality is a nuanced aspect of brands that has a consistent set of traits aside from its functional benefits
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Effects of Home Voice Assistants' Autonomy on Instrusiveness and Usefulness: Direct, Indirect, and Moderating Effects of Interactivity Journal of Interactive Marketing (IF 11.8) Pub Date : 2021-06-24 Laura Lucia-Palacios, Raúl Pérez-López
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
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Revisiting Trust and Privacy Concern in Consumers' Perceptions of Marketing Information Management Practices: Replication and Extension Journal of Interactive Marketing (IF 11.8) Pub Date : 2021-06-01 Kunal Swani, George R. Milne, Alec N. Slepchuk
The marketing literature has continued to examine trust and consumer privacy concern. A 1999 study that examined 17 industries found that improving trust and reducing privacy concern are two distinct approaches to managing consumer information, with the former being a more effective strategy than the latter (Milne & Boza, 1999). However, considering the shifting levels of consumer vulnerability due
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Do You Like What You (Can't) See? The Differential Effects of Hardware and Software Upgrades on High-Tech Product Evaluations Journal of Interactive Marketing (IF 11.8) Pub Date : 2021-06-01 Nico Wiegand, Monika Imschloss
“Over-the-air” software upgrades are a recent trend in the automotive industry to distribute firmware directly to customers via the Internet. These upgrades can endow the vehicle with completely new functions that enhance safety, convenience, and performance. The US manufacturer Tesla was the first to integrate such upgrades on a regular basis to let customers participate in continuous innovation,
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Is the Buzz on? – A Buzz Detection System for Viral Posts in Social Media Journal of Interactive Marketing (IF 11.8) Pub Date : 2021-06-01 Nora Jansen, Oliver Hinz, Clemens Deusser, Thorsten Strufe
Today, online social networks (OSNs) constitute a major part of our lives and have, to a large extent, replaced traditional media for direct communication, as well as information dissemination and gathering. In the vast amount of posts that get published in OSNs each day, some posts do not draw any attention while others catch on, become viral, and develop as so-called buzzes. Buzzes are defined through
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The Effects of Animistic Thinking, Animistic Cues, and Superstitions on Brand Responses on Social Media Journal of Interactive Marketing (IF 11.8) Pub Date : 2021-05-26 Malgorzata Karpinska-Krakowiak, Martin Eisend
Although marketers have been using various message tactics to breathe life into their brands, the concepts of animism and animistic cues, particularly in social media marketing, have received little theoretical and empirical attention. Therefore, we conducted two studies to uncover what drives animistic thinking on social media, how animism is linked to anthropomorphism, how animism can benefit brands
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The Effectiveness of Triggered Email Marketing in Addressing Browse Abandonments Journal of Interactive Marketing (IF 11.8) Pub Date : 2021-05-27 Marcel Goic, Andrea Rojas, Ignacio Saavedra
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
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Buying a New Product with Inconsistent Product Reviews from Multiple Sources: The Role of Information Diagnosticity and Advertising Journal of Interactive Marketing (IF 11.8) Pub Date : 2021-05-12 Kyung-ah (Kay) Byun, Minghui Ma, Kevin Kim, Taeghyun Kang
Product reviews are critical high-scope non-marketing cues for consumers to obtain useful product information from various perspectives. However, the effects of inconsistent reviews among multiple sources on new product sales are underexplored. Based on the cue-diagnosticity framework, this research investigates how multi-source review inconsistency (MSRI) affects purchase intention and new product
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Using Speech Acts to Elicit Positive Emotions for Complainants on Social Media Journal of Interactive Marketing (IF 11.8) Pub Date : 2021-04-20 Young Anna Argyris, Kafui Monu, Yongsuk Kim, Yilu Zhou, Zuhui Wang, Zhaozheng Yin
A carefully tailored tone in response to a complaint on social media can create positive emotions for an upset customer. However, very few studies have identified what response tones, based on an established theory, would be most effective for complaint management. This study conceptualizes a service agent's response tones based on Ballmer and Brennenstuhl's (1981) classification of speech acts and
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Examining the Deferred Effects of Gaming Platform and Game Speed of Advergames on Memory, Attitude, and Purchase Intention Journal of Interactive Marketing (IF 11.8) Pub Date : 2021-03-31 Tathagata Ghosh, Sreejesh S., Yogesh K. Dwivedi
Advergames are digital games through which advertisers promote their brands. While many studies have explored the influence of the gamification of advertising, little is known about the effects of important advergame attributes such as gaming platform (device used to play games) and game speed (overall pace of games) on consumers' immediate and delayed memory, delayed attitude, and delayed intention
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Investigating the Role of Product Assortment in Technology-Enabled Sales Platforms Journal of Interactive Marketing (IF 11.8) Pub Date : 2021-03-26 Jacquelyn S. Thomas, Sandy D. Jap, William R. Dillon, Richard A. Briesch
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
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This Way Up: The Effectiveness of Mobile Vertical Video Marketing Journal of Interactive Marketing (IF 11.8) Pub Date : 2021-02-23 Lana Mulier, Hendrik Slabbinck, Iris Vermeir
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Corrigendum to ‘The Role of Marketing in Digital Business Platforms’ [Journal of Interactive Marketing 51 (2020) p. 72–90] Journal of Interactive Marketing (IF 11.8) Pub Date : 2021-02-01 Arvind Rangaswamy,Nicole Moch,Claudio Felten,Gerrit van Bruggen,Jaap E. Wieringa,Jochen Wirtz
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Empirical Analyses of Nonlinear Effects of Reserve Prices on Ending Prices in Online Auctions Journal of Interactive Marketing (IF 11.8) Pub Date : 2021-01-25 Jidong Han, Peter T.L. Popkowski Leszczyc, Zelin Zhang
Empirical results about the effect of open reserve price on ending prices in auctions are mixed, with some researchers finding a positive effect on ending price and others reporting a negative or no effect. The objective of this research is to propose a new theoretical framework. First, without an open reserve price, auctions attract more bidders, resulting in increased competition and higher ending
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An Empirical Analysis of Location-Based Mobile Advertising—Determinants, Success Factors, and Moderating Effects Journal of Interactive Marketing (IF 11.8) Pub Date : 2021-01-06 Oliver T. Kurtz, Bernd W. Wirtz, Paul F. Langer
The emergence of Location-Based Mobile Advertising (LBA) on mobile phones is a recent phenomenon that has profoundly changed consumers' shopping behavior. In this context, little is known about the influence of LBA on the purchasing intention of users. Based on the Theory of Reasoned Action (TRA) and the Privacy Calculus Theory (PCT), this study develops an impact model and empirically tests it using
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Let Me Entertain You? The Importance of Authenticity in Online Customer Engagement Journal of Interactive Marketing (IF 11.8) Pub Date : 2020-12-21 Anniek W. Eigenraam, Jiska Eelen, Peeter W.J. Verlegh
Should all brands initiate online customer engagement activities to entertain consumers beyond informing them? This work presents the idea that (in)consistency between the nature of an engagement initiative (i.e., entertaining or informative) and the perception of the brand (i.e., warm versus competent) influences the extent to which consumers perceive the initiative to be authentic. This in turn influences
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Predicting Tie Strength with Ego Network Structures Journal of Interactive Marketing (IF 11.8) Pub Date : 2020-12-02 Simon Stolz, Christian Schlereth
Not all social media “friends” are close friends, but distinguishing them from mere acquaintances is an important task in marketing. The notion of a close friend is reflected in the metric tie strength, but the true tie strength is often unobserved in online social networks. With this research, we propose an approach that predicts real-world tie strength via online data measures of similarity, interaction
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Self-Service Technology Recovery: The Effect of Recovery Initiation and Locus of Responsibility Journal of Interactive Marketing (IF 11.8) Pub Date : 2020-10-27 Hung M. Dao, Aristeidis Theotokis
Failures of self-service technologies (SSTs) are commonplace, yet empirical investigations into effective SST recovery methods are still few and far between. This research investigates two important elements of SST recovery using three experimental studies, namely recovery initiation and locus of responsibility. Studies 1 and 2 reveal that employee-initiated recovery (vs. customer-initiated recovery)
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How You Remind Me! The Influence of Mobile Push Notifications on Success Rates in Last-Minute Bidding Journal of Interactive Marketing (IF 11.8) Pub Date : 2020-10-20 Armin März, Michael Lachner, Christian G. Heumann, Jan H. Schumann, Florian von Wangenheim
Last-minute bidding is a prevalent strategy in which bidders submit their bids at the very end of an online auction; mobile push notifications can remind these bidders of upcoming deadlines and thus might determine bidding success. Using field data, this study demonstrates that last-minute bidders use mobile push notifications purposefully and strategically as well as more frequently than bidders with
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“Now You See Me”: The Attention-Grabbing Effect of Product Similarity and Proximity in Online Shopping Journal of Interactive Marketing (IF 11.8) Pub Date : 2020-10-17 Bo Huang, Carolane Juaneda, Sylvain Sénécal, Pierre-Majorique Léger
While past research has extensively investigated how a specific product attracts attention, little is known about how the display of other products in the same visual field affects the consumer's attention. Drawing from the Biased Competition Model and the Gestalt Principles, the current research seeks to examine the effect of distracting products' similarity and proximity on a focal product in a goal-oriented
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Past, Present, and Future of Electronic Word of Mouth (EWOM) Journal of Interactive Marketing (IF 11.8) Pub Date : 2020-09-28 Sanjeev Verma, Neha Yadav
Communication platforms are undergoing a transition from physical to digital spaces. The Internet has radically changed the business scenario wherein people have become the “media” for collaborating to share information. Practitioners have started using electronic word of mouth (eWOM) for consumer insight through text analytics, sentiment, hashtag analytics, and other machine learning tools. Due to
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Emoji, Playfulness, and Brand Engagement on Twitter Journal of Interactive Marketing (IF 11.8) Pub Date : 2020-09-25 Lindsay McShane, Ethan Pancer, Maxwell Poole, Qi Deng
Brands, both human and corporate, are increasingly communicating with their consumers using emojis. The current work examines if and how these pictographs shape online brand engagement on Twitter (i.e., likes & retweets). To do so, we first examine datasets generated by scraping the tweets of the most popular celebrity brands and most popular corporate brands (Study 1). This study demonstrates that
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LSTM Response Models for Direct Marketing Analytics: Replacing Feature Engineering with Deep Learning Journal of Interactive Marketing (IF 11.8) Pub Date : 2020-09-21 Mainak Sarkar, Arnaud De Bruyn
In predictive modeling, firms often deal with high-dimensional data that span multiple channels, websites, demographics, purchase types, and product categories. Traditional customer response models rely heavily on feature engineering, and their performance depends on the analyst's domain knowledge and expertise to craft relevant predictors. As the complexity of data increases, however, traditional
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Seeing It Is Like Touching It: Unraveling the Effective Product Presentations on Online Apparel Purchase Decisions and Brain Activity (An fMRI Study) Journal of Interactive Marketing (IF 11.8) Pub Date : 2020-09-17 Tun-Min (Catherine) Jai, Dan Fang, Forrest S. Bao, Russell N. James, Tianwen Chen, Weidong Cai
Unlike brick-and-mortar stores where consumers can use all of their senses to examine a product, online retailers must properly present products to shoppers via a computer-mediated interface. In this exploratory study, we investigate how the brain makes purchase decisions when it encounters different types of visual presentation strategies. Specifically, we use event-related fMRI to study brain activation
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The Role of Social Media Content Format and Platform in Users' Engagement Behavior Journal of Interactive Marketing (IF 11.8) Pub Date : 2020-09-17 Hamidreza Shahbaznezhad, Rebecca Dolan, Mona Rashidirad
The purpose of this study is to understand the role of social media content on users' engagement behavior. More specifically, we investigate: (i)the direct effects of format and platform on users' passive and active engagement behavior, and (ii) we assess the moderating effect of content context on the link between each content type (rational, emotional, and transactional content) and users' engagement
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Certainty in Language Increases Consumer Engagement on Social Media Journal of Interactive Marketing (IF 11.8) Pub Date : 2020-09-15 Todd Pezzuti, James M. Leonhardt, Caleb Warren
Brands regularly attempt to stimulate consumer engagement by posting messages on social media platforms (e.g., Facebook), but their messages are often ignored. How can managers write social media messages that engage consumers? The present research sheds light on how the language of brand messages influences consumer engagement. Text analyses of brand messages posted on Facebook and Twitter shows that
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Spot-On Creativity: Creativity Biases and Their Differential Effects on Consumer Responses in (Non-)Real-Time Marketing Journal of Interactive Marketing (IF 11.8) Pub Date : 2020-08-31 Komala Mazerant, Lotte M. Willemsen, Peter C. Neijens, Guda van Noort
A challenge in digital content marketing is to create meaningful messages on meaningful moments. To do so, brands frequently align social media messages with topical moments, also known as Real-time Marketing (RTM). While RTM aims to make meaningful connections, the creative development is subject to time pressure due to its real-time nature, which could have a negative effect on originality and craftsmanship
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Menu-Based Choice Models for Customization: On the Recoverability of Reservation Prices, Model Fit, and Predictive Validity Journal of Interactive Marketing (IF 11.8) Pub Date : 2020-08-25 Christian Neuerburg, Nicole Koschate-Fischer, Christian Pescher
An increasing number of companies engage in the customization of products to reap the benefits of increased sales and the potential to charge higher prices. Online configurators, which allow customers to assemble “customized” versions of a product, play an important role in customization. In particular, they help companies learn about user preferences and generate reliable forecasts. Therefore, menu-based
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Consumer Responses to Conflict-Management Strategies on Non-Profit Social Media Fan Pages Journal of Interactive Marketing (IF 11.8) Pub Date : 2020-08-09 Denitsa Dineva, Jan Breitsohl, Brian Garrod, Philip Megicks
Past research has demonstrated that consumer-to-consumer (C2C) conflicts, here defined as uncivil social interactions between consumers, can have a negative impact on consumers’ engagement in social media fan pages (SMFPs). Little is known, however, about how best to manage such conflicts, and this is particularly true in the non-profit context. This paper follows a mixed-method approach in order to
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A Combination of Self-Reported Data and Social-Related Neural Measures Forecasts Viral Marketing Success on Social Media Journal of Interactive Marketing (IF 11.8) Pub Date : 2020-08-06 Kosuke Motoki, Shinsuke Suzuki, Ryuta Kawashima, Motoaki Sugiura
Consumers often share product-related content (e.g., advertising), and highly shared advertising has a huge impact on consumer behavior. Despite its apparent effectiveness, prediction of whether such advertising will be highly shared is a poorly understood area of marketing. Advances in brain imaging techniques may allow researchers to forecast aggregate consumer behavior beyond subjective reports
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The Role of Marketing in Digital Business Platforms Journal of Interactive Marketing (IF 11.8) Pub Date : 2020-07-16 Arvind Rangaswamy, Nicole Moch, Claudio Felten, Gerrit van Bruggen, Jaap E. Wieringa, Jochen Wirtz
Digital business platforms (DBPs) such as eBay, Google, and Uber Technologies have seen enormous growth; this paper explores their salient characteristics, the role of marketing in helping DBPs succeed, and important research topics for theory and practice. A new conceptual framework based on insights from transaction cost analysis outlines the role and impact of marketing in DBPs. A key role for marketing
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Challenges and Opportunities for Marketing Scholars in Times of the Fourth Industrial Revolution Journal of Interactive Marketing (IF 11.8) Pub Date : 2020-07-12 Manfred Krafft, Laszlo Sajtos, Michael Haenlein
Artificial Intelligence (AI) and 5G connectivity have been identified as drivers of the so-called Fourth Industrial Revolution (FIR). AI and 5G, through emerging technologies such as blockchain, gene editing, Internet of Things sensors, nanotechnology, or 3D printing accelerate a blurring of boundaries between digital, biological, and physical spheres. In this editorial, we introduce the term boundary
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Digital Analytics: Modeling for Insights and New Methods Journal of Interactive Marketing (IF 11.8) Pub Date : 2020-06-28 Shaphali Gupta, Agata Leszkiewicz, V. Kumar, Tammo Bijmolt, Dmitriy Potapov
Firms are increasingly turning towards new-age technologies such as artificial intelligence (AI), the internet of things (IoT), blockchain, and drones, among others, to assist in interacting with their customers. Further, with the prominence of personalization and customer engagement as the go-to customer management strategies, it is essential for firms to understand how to integrate new-age technologies
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Artificial Intelligence and Marketing: Pitfalls and Opportunities Journal of Interactive Marketing (IF 11.8) Pub Date : 2020-06-28 Arnaud De Bruyn, Vijay Viswanathan, Yean Shan Beh, Jürgen Kai-Uwe Brock, Florian von Wangenheim
This article discusses the pitfalls and opportunities of AI in marketing through the lenses of knowledge creation and knowledge transfer. First, we discuss the notion of “higher-order learning” that distinguishes AI applications from traditional modeling approaches, and while focusing on recent advances in deep neural networks, we cover its underlying methodologies (multilayer perceptron, convolutional
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Negative Consequences of Storytelling in Native Advertising Journal of Interactive Marketing (IF 11.8) Pub Date : 2020-06-28 Jamie L. Grigsby, Hillary N. Mellema
Native advertising and storytelling are both increasingly popular advertising strategies. This research explores the effectiveness of storytelling in a native advertising context on social media. While most research recommends the use of stories as a way to build trust and relationships with consumers, the current research suggests that in the form of native ads on social media, narratives may be less
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Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs) Journal of Interactive Marketing (IF 11.8) Pub Date : 2020-06-27 Cristian Buzeta, Patrick De Pelsmacker, Nathalie Dens
Using a six-dimension uses and gratifications (U&G) framework, we explore how social media use motivations drive consumers' online brand-related activities (COBRAs: consumption, contribution, and creation of brand-related content). We examine these relationships for different social media types by drawing on two previously suggested dimensions, namely their nature of connections and level of customization