样式: 排序: IF: - GO 导出 标记为已读
-
Big data analytics capability, marketing agility, and firm performance: a conceptual framework Journal of Marketing Theory and Practice Pub Date : 2024-03-01 Mikko Vesterinen, Joel Mero, Mika Skippari
This study proposes that the proficient use of big data enables organizations to respond swiftly to market opportunities and threats, leading to positive business outcomes. Drawing on research from...
-
Decoding and integrating the facets of consumer empowerment: a study with consumers of high-involvement Product(s) Journal of Marketing Theory and Practice Pub Date : 2024-03-01 Ratan Kumar, Niva Bhandari, Vibhava Srivastava
This study presents an integrated framework for consumer empowerment, expanding on psychological empowerment and analyzing enablers, determinants, and outcomes in the context of high-involvement pr...
-
The effects of visual design on eco-labels evaluations: guidelines for effective green advertising Journal of Marketing Theory and Practice Pub Date : 2024-02-20 Carmela Donato, Feray Adıgüzel
Through three survey designs using 15 real eco-labels we explored four design elements on consumers’ attitude toward the eco-label logo, showing that visual complexity, text amount, and green color...
-
Making of a social buyer: the role of knowledge capital authenticity and inter-firm communication in B2B sales situations Journal of Marketing Theory and Practice Pub Date : 2024-02-20 Priyavrat Sanyal, Rakesh Singh, Ramendra Singh
This study explores the mediating role of knowledge capital repository and inter-firm communication on the relationship between social media adoption by business-to-business (B2B) seller firms and ...
-
The effect of national identity on brand name language preference: evidence of nonlinear and moderated moderation effects Journal of Marketing Theory and Practice Pub Date : 2024-01-29 Atefeh Talebnejad, Mohammad Sharifi-Tehrani
This study, based on social identity theory, probes the effect of national identity (NI) on consumer preference for local and foreign language branding considering direct, moderation, and moderated...
-
A signaling theory-based analysis of website features, investment perception and trust propensity in initial trust formation on unfamiliar small online retailers Journal of Marketing Theory and Practice Pub Date : 2024-01-29 Varinder M. Sharma, Andreas Klein
Unfamiliar online retailers far exceed the number of familiar stores, yet they lack consumer trust that may result in lower sales and, ultimately, failure. This study develops and tests a conceptua...
-
Firm performance and perceptions of market orientation Journal of Marketing Theory and Practice Pub Date : 2024-01-29 Thomas L. Powers, Dawn B. Valentine, Karen N. Kennedy
This article investigates the relationship of the internal perception of market orientation by managers and salespeople, as well as the external perspectives of customers, across varying levels of ...
-
The role of risk preference in referral reward programs Journal of Marketing Theory and Practice Pub Date : 2024-01-29 Tuo Wang, Chanho Song, Michael Y. Hu
This study explores the impacts of the referrer’s risk preference and reward size on the number of referrals and type of friends referred (i.e., tie strength). Risk preference (i.e., appetite for r...
-
How ethical leaders foster salesperson creativity: exploring the roles of social power, job autonomy, and internal competitive work environment Journal of Marketing Theory and Practice Pub Date : 2024-01-29 Colin Gabler, Ashish Kalra
While the benefits of salesforce creativity are well-documented, recent calls underscore the lack of research on how to develop a creative salesforce. Adopting social learning theory, we position e...
-
The impact of the decision-making role on perceived satisfaction, value for money, and reinvest intentions at varying levels of perceived financial performance in the context of Big Data Marketing Analytics Journal of Marketing Theory and Practice Pub Date : 2024-01-29 Kai Haverila, Matti Haverila, Akshaya Rangarajan
Business resources and processes such as Big Data Marketing Analytics (BDMA) are becoming increasingly focused on meeting the needs and objectives of customers. Consequently, this research aims to ...
-
Unraveling the effects of “living the brand”: a resource generating outlook Journal of Marketing Theory and Practice Pub Date : 2024-01-22 Sonia Kashyap, Lakhwinder Singh Kang
Grounded in the Job Demands-Resources (JD-R), Conservation of Resources (COR) model, and Social Exchange Theory (SET), the present study has developed an integrated model where internal branding ac...
-
One value does not ‘fit’ all: value-laden luxury advertising through the lens of consumer individuality Journal of Marketing Theory and Practice Pub Date : 2023-11-28 Antigone G. Kyrousi, Eirini Koronaki, Athina Y. Zotou, Anastasios Panopoulos
This paper investigates how consumers’ individual differences (personal values and characteristics in the adaptations level of personality) affect responses to luxury advertising laden with two opp...
-
The use of offline and online paid media, earned social media, and organic search in explaining supermarket’s performance: a cyclical Echoverse model Journal of Marketing Theory and Practice Pub Date : 2023-11-10 Vinicius Castilho Vargas, Valter Afonso Vieira, Luiz Rodrigo Cunha Moura, Cid Gonçalves Filho
Offline paid media (e.g. TV and radio) and online paid media (e.g. Google AdWords and Facebook) are complementary advertising channels that create a cyclical Echoverse effect for the communication ...
-
Defining the Metaverse with challenges and opportunities in the business environment Journal of Marketing Theory and Practice Pub Date : 2023-11-09 Roberto Bruni, Michela Piccarozzi, Federica Caboni
This paper defines the Metaverse in the business environment using a holistic lens, highlighting opportunities and challenges. The research is based on a systematic literature review (SLR) that col...
-
10 years of consumer behavior in collaborative consumption: a systematic literature review of open access articles Journal of Marketing Theory and Practice Pub Date : 2023-09-22 Purva Kansal, Saubhagya Bhalla
Collaborative consumption (CC) is becoming a key concept in marketing. Despite the topic’s relevance, the academic literature on consumer behavior in collaborative consumption remains very fragment...
-
Motivational intricacies behind volunteerism Journal of Marketing Theory and Practice Pub Date : 2023-09-18 Audhesh K. Paswan, Rajasree K. Rajamma, Qin Sun, Retno Tanding Suryandari
The purpose of this study was to investigate the motivations behind consumer intention to volunteer. Intrinsic motivations, attribution of blame, and collective responsibility were examined as ante...
-
The role of informational versus transformational ad appeals in building consumer-based brand equity for low involvement products Journal of Marketing Theory and Practice Pub Date : 2023-08-25 Wael Nuweihed, Olivier Trendel
ABSTRACT Prior literature suggests that, for low involvement products, transformational advertising should be favored over informational advertising. The current study on 927 consumers from the United Kingdom indicates that transformational and informational ad appeals are equally effective in enhancing brand awareness, but informational ad appeals are more effective in increasing positive quality
-
An integrated SEM-ANN-NCA approach to predict the factors influencing CSR authenticity and CRM purchase intentions: an attribution theory perspective Journal of Marketing Theory and Practice Pub Date : 2023-08-22 Sudhir Pandey, Sujo Thomas, Viral Bhatt, Ritesh Patel, Vinod Malkar
ABSTRACT This study, anchored on attribution theory, examines the role of CSR motives and perceived CSR authenticity in influencing CRM purchase intentions in the context of CRM-oriented online retailers. This study employed integrated SEM-ANN-NCA approach to establish a model’s necessity logic and determine the key predictors that impact CRM purchase intention. The findings of ANN indicated that CSR
-
Lean on me: the positive effects of brand resources and brand love during stressful life transitions Journal of Marketing Theory and Practice Pub Date : 2023-07-28 Ginger Killian, Jennifer Siemens, Anastasia Thyroff, Scott Smith
ABSTRACT Drawing on Conservation of Resources (COR) theory, this research develops and tests a conceptual model of the positive influence of brand resources and brand love during consumers’ stressful life transitions. Our online survey of consumers going through a life transition finds that when brands provide social and financial resources, the resulting brand love leads to increased brand equity
-
Influencer marketing research: review and future research agenda Journal of Marketing Theory and Practice Pub Date : 2023-07-28 Eugene Cheng-Xi Aw, Raj Agnihotri
ABSTRACT Influencer marketing has been lauded as one of the most thriving marketing strategies within the contemporary marketing landscape. Nonetheless, numerous opportunities and challenges within the influencer marketing sphere remain to be probed, and its trajectory is somewhat ambiguous in light of emerging technologies and changes in consumers’ consumption patterns. This article delves into the
-
Dignity in the workplace: a frontline service employee perspective Journal of Marketing Theory and Practice Pub Date : 2023-06-09 Breanne A. Mertz, Jennifer A. Locander, Barron W. Brown, William B. Locander
ABSTRACT The present study examines how work-life balance, social impact, and ethical leadership contribute to perceptions of frontline employee dignity in the workplace. The authors theorize that promoting and respecting human dignity in the workplace positively affects frontline employee well-being, increases organizational commitment, and decreases turnover intention. Data from a Qualtrics sample
-
Channel choices and interaction patterns in continuously provided services: a customer journey perspective Journal of Marketing Theory and Practice Pub Date : 2023-06-09 Andrea Tracogna, Tun-I Hu
ABSTRACT This research investigates channel choice antecedents in service industries, specifically referring to the online/offline dichotomy. We focus on continuously provided services in which prolonged interaction occurs between the provider and the customer in the post-purchase phase. Using a survey sample of 311 cross-service cases relating to bank accounts, mobile telecom, and electricity services
-
Determinants of continuous intention to use retail apps: A hybrid PLS-ANN approach Journal of Marketing Theory and Practice Pub Date : 2023-06-09 Ghazanfar Ali Abbasi, Y. N. Goh, Mohammad Iranmanesh, Fransisco Liebana-Cabanillas
ABSTRACT Although consumers’ intent to use retail applications (apps) over time is crucial to their success, academics have paid less attention to this factor. Using the attractiveness of alternatives as a moderator, this study aims to determine how users’ perceptions of app quality affect their propensity to use the app in the future through measures of performance confirmation and trust. The study
-
Does reference-group comparison impact compensatory consumption for bottom of the pyramid (BOP) consumers? Journal of Marketing Theory and Practice Pub Date : 2023-06-09 Fairuz Chowdhury, Srinivasan Swaminathan
ABSTRACT This article investigates the effect of reference group comparison on compensatory consumption for bottom-of-the-pyramid (BOP) consumers. While existing research reveals a relationship between upward social comparisons and compensatory consumption, there has been minimal focus on how BOP consumers react to such comparisons. By conducting multiple studies targeting low-income but educated employees
-
Do brand influencers matter on TikTok? A social influence theory perspective Journal of Marketing Theory and Practice Pub Date : 2023-06-09 Sunil Hazari, Salil Talpade, Cheryl O’Meara Brown
ABSTRACT Businesses are advertising on TikTok by using brand influencers to create awareness, promote, and sell products. Using the lens of the social influence theory, this study investigated engagement, loyalty, and purchase likelihood as constructs that impact brand influencer advertising. Structural equation modeling was used to analyze data in this study. The findings showed that brand influencer
-
Into the matrix: collecting psychometric data from consumers immersed in virtual worlds Journal of Marketing Theory and Practice Pub Date : 2023-05-15 Kamal Ahmmad, Elizabeth Howlett, Andrew Perkins
ABSTRACT Consumer-oriented virtual reality (VR) brand experiences are becoming increasing popular despite the paucity of information about marketing best practices. This research describes a technique for embedding traditional psychometric measures into virtual environments that allows for the collection of data from consumers immersed in a simulated experience. Additionally, we provide proof-of-concept
-
Redefining brand globalness: an interpretive inquiry Journal of Marketing Theory and Practice Pub Date : 2023-04-28 Muhammad Kashif, Maduka Udunuwara
ABSTRACT This study explores brand globalness from an internal customer’s (i.e. employee) perspective. Data is collected employing virtual interviews and analyzed utilizing a thematic analysis. The thematic data analysis revealed four new dimensions of corporate brand globalness, i.e. global vision, global talent development, global iconness, and global value system. Based on the analysis, we redefine
-
Revisiting online reviews: signals of latent reviewer traits mediate the review length-helpfulness relationship Journal of Marketing Theory and Practice Pub Date : 2023-04-07 Yiru Wang, Christina A. Kuchmaner
ABSTRACT Consumers evaluate the helpfulness of online reviews using both characteristics of the review and the reviewer. We explore whether online review length signals latent information about the reviewer’s credibility, reflected by the reviewer’s honesty and social status. Analyzing a dataset of online reviews, we show that review length has opposing curvilinear relationships with reviewer honesty
-
Social media snap judgments: the effect of social media-based brand cues on purchase intention Journal of Marketing Theory and Practice Pub Date : 2023-03-30 Kristin Stewart, Rebeca Perren
ABSTRACT Social media has credence value for a brand, and one way a firm might provide cues to consumers is through design elements on its website. A second way a firm might signal its social presence is to expose customers to testimonials about a social media experience with the company. Findings from two studies examining these two tactics demonstrate that positive social media cues lead to favorable
-
Influential entrepreneurs and entrepreneurial influencers: are they two sides of the same coin? Journal of Marketing Theory and Practice Pub Date : 2023-03-30 Victoria L. Crittenden, William F. Crittenden, April Kemp
ABSTRACT Throughout time, there have been influencers who possess the power to affect decisions of others, and this power has become particularly evident in the current multibilliondollar marketplace of influencer marketing. Practitioners and scholars are focusing on the power of social media to affect change, and the popular press has begun to refer to entrepreneurs as influencers and influencers
-
Beyond stars: role of discrete emotions on online consumer review helpfulness Journal of Marketing Theory and Practice Pub Date : 2023-03-10 Vartika Srivastava, Arti D. Kalro, Gaurav Raizada, Dinesh Sharma
Traditional Word-of-Mouth (WOM) literature shows that emotions embedded in advertising appeals or referrals/reviews influence consumer buying journey. However, there is a paucity of research explor...
-
Purposeful practice as the key to superior sales performance: An exploratory analysis Journal of Marketing Theory and Practice Pub Date : 2023-01-27 Anja Taylor, Helen Jossberger, Hans Gruber
Although sales performance is well researched, relatively little is known about what salespeople actively do to improve and achieve superior reproducible performance. We extend existing research by...
-
Exploring antecedents and outcomes of salesperson change agility: a social exchange theory perspective Journal of Marketing Theory and Practice Pub Date : 2023-01-25 Ashish Kalra, Na Young Lee, Riley Dugan
ABSTRACT Dynamic business environments can cause unexpected disruptions that can force firms to embrace new ways of working. In such situations, salesforce change agility can be a key to success. However, scant research has examined the factors that promote the development of change agility, or the consequences thereof. We address these notable omissions by using a sample of 237 B2B salespeople to
-
Touch or click? The effect of direct and indirect human-computer interaction on consumer responses Journal of Marketing Theory and Practice Pub Date : 2023-01-25 Jifei Wu, Yimin Zhu, Xiang Fang, Pramit Banerjee
This paper examines how input devices of human-computer interaction (HCI) affect consumers’ attitudes and purchase intentions. Across four studies (one study with two secondary data and three exper...
-
The current and future state of the marketing management profession Journal of Marketing Theory and Practice Pub Date : 2023-01-25 Samer Elhajjar
This study evaluates the current responsibilities, skills, and knowledge sets required by marketing managers. Furthermore, it seeks to make projections about the future of the marketing management ...
-
Are negative marketing events evaluated equally: the role of service characteristics and brand positioning Journal of Marketing Theory and Practice Pub Date : 2023-01-25 Terence Motsi
This paper studies the impact of brand transgression in a hedonic and utilitarian service industry context. I used expectancy violation theory to show how expectation of brands shift depending on t...
-
Observers’ complaint language perceptions: a new measure to aid social media service recovery evaluations Journal of Marketing Theory and Practice Pub Date : 2022-11-22 Todd J. Bacile
Brands continue to offer social media customer service despite many unexplored challenges. One unknown aspect is observers’ perceptions of another customer’s complaint language, in particular, when...
-
Impact of consumers’ impulsiveness and variety-seeking traits on self-brand connection and communal-brand connection with high- vs. low-involvement products Journal of Marketing Theory and Practice Pub Date : 2022-11-22 Reza Fazli-Salehi, Ivonne M. Torres, Rozbeh Madadi, Miguel Ángel Zúñiga
This study explores the impact of consumers’ impulsiveness and variety-seeking traits on self-brand and communal-brand connection with high- vs. low-involvement products. This study’s experiment em...
-
Exploring the relationship between co-creation (DART), brand experience strength, and brand satisfaction: a brand engagement perspective Journal of Marketing Theory and Practice Pub Date : 2022-10-03 Ove Oklevik, Herbjørn Nysveen, Per E. Pedersen
Although a few studies have examined the influences of the co-creation elements of dialogue, access, risk assessment, and transparency (DART), little is known about the mechanisms underlying these ...
-
How engaged are your employees?: enhancing engagement through autonomy and skill discretion in today’s changing environment Journal of Marketing Theory and Practice Pub Date : 2022-09-19 Diane R. Edmondson, Lucy M. Matthews
This study investigates antecedents to physical and emotional engagement using PLS-SEM. These antecedents include two organizational (i.e. autonomy and skill discretion) and two individual (i.e. sa...
-
Shoppers’ susceptibility to information overload: scale development and validation Journal of Marketing Theory and Practice Pub Date : 2022-09-15 Gary L. Hunter, Steven A. Taylor, Pia Hildegard Kallen
This manuscript investigates whether shoppers differ in their perceptions of their likelihood of experiencing negative effects from exposure to too much information (i.e. information overload), and...
-
Segmenting customer adoption of new consumer packaged goods using latent growth curve modeling Journal of Marketing Theory and Practice Pub Date : 2022-09-13 Arthur W. Allaway, Heath McCullough, Kyoungmi (Kate) Kim, Gregory McAmis
This study identifies latent customer adoption segments based on the statistical similarity of the shapes and temporal patterns of customers’ behavior responses to 35 newly launched successful and ...
-
Examining the effects of Facebook’s personalized advertisements on brand love Journal of Marketing Theory and Practice Pub Date : 2022-09-12 Trang P. Tran, Tiffany M. Blanchflower, Chien-Wei (Wilson) Lin
Personalized advertisements have been increasingly employed as a marketing strategy that enables a company to build strong relationship with customers. Results from two studies show that perceived ...
-
Artificial intelligence marketing (AIM): connecting-the-dots using bibliometrics Journal of Marketing Theory and Practice Pub Date : 2022-08-24 Shaista Anayat, Gowhar Rasool
This study provides a detailed bibliometric analysis of AI in marketing by analyzing 328 existing studies using performance analysis and science mapping. Prominent topics in the field found through...
-
The impact of Artificial Intelligence on the marketing practices of Professional Services Firms Journal of Marketing Theory and Practice Pub Date : 2022-08-24 Carl Bezuidenhout, Troy Heffernan, Roba Abbas, Michael Mehmet
Artificial intelligence (AI) is rapidly evolving, influencing service industries and Professional Services Firms (PSFs) embracing AI to improve margins. In this paper, we reveal how AI impacts the ...
-
The impact of perceived manipulation, motives, and ethicality in cause-related marketing: a CRM+ model Journal of Marketing Theory and Practice Pub Date : 2022-07-22 Nathan W. Twyman, Sarah M. Stanley, Cassandra C. Elrod, Tamara M. Masters
ABSTRACT We developed a CRM+ Model using experimentation and structural equation modeling analysis. CRM+ demonstrates previously unexplored interrelationships among consumer-perceived manipulation, brand motives, perceived ethicality of the Cause-related Marketing, and brand attitude. CRM+ reveals that perceived ethicality of the CRM has a significant positive effect on brand attitude, though it is
-
Conflicting consumer cultures, shopping rituals, and the challenges of measuring consumer-based brand equity Journal of Marketing Theory and Practice Pub Date : 2022-07-22 Monika Hajdas, Joanna Radomska, Aleksandra Szpulak, Susana C. Silva
Despite the increasing social perspective in branding research, accompanied by more firms creating brands including environmental issues, no studies so far have investigated whether brand narrative...
-
The impact of Persuasion knowledge cues on social media engagement: a look at pet influencer marketing Journal of Marketing Theory and Practice Pub Date : 2022-07-22 Susan Myers, Sandipan Sen, Holly Syrdal, Parker Woodroof
With influencer marketing expenditures set to exceed $16 billion in 2022, pet influencers are leveraging their entertaining content to capitalize on this growing market. Utilizing a dataset of 557 ...
-
Clearance vs. sale: promotion keywords and their implications for retailers and public policy Journal of Marketing Theory and Practice Pub Date : 2022-07-22 Brian Gillespie, Kenneth C. Manning, O.C. Ferrell, Linda Ferrell
Promotion keywords (e.g. sale, clearance) are a frequent component of retail advertising, store signage, and point-of-purchase displays. Despite retailers’ frequent use of promotion keywords, past ...
-
How, when, and why do stores’ humor climates affect retail customer purchase? Journal of Marketing Theory and Practice Pub Date : 2022-07-22 Michel Tremblay
This study examines the influence of affiliative and aggressive humor climate levels and variability of humor climates on customer purchase, and the mediating effect of customer perceptions of serv...
-
How and when brand coolness transforms product quality judgments into positive word of mouth and intentions to buy/use Journal of Marketing Theory and Practice Pub Date : 2022-06-21 Richard P. Bagozzi, Mozhde Khoshnevis
Brand coolness is a relatively understudied but important marketing phenomenon that only recently has received systematic scrutiny. We investigate a multidimensional structure of brand coolness and...
-
Design aesthetics in predominantly-utilitarian versus predominantly-hedonic services: the “what is beautiful is good” and “Ulysses” effects Journal of Marketing Theory and Practice Pub Date : 2022-06-21 Walid Chaouali, Nizar Souiden
This study is the first that uses quadratic effects to explore when design aesthetics can generate the opposite effect. It complements the “what is beautiful is good” effect by introducing the “Uly...
-
The generalized exchange framework: A guide for managing norms in traditional & non-traditional markets Journal of Marketing Theory and Practice Pub Date : 2022-06-14 Alexander S. Rose, Kelly Hewett, Randall L. Rose
ABSTRACT While the sharing literature makes claims of uniqueness relative to traditional markets, we show how any market can be understood by positioning salient actors in terms of social distance, and understanding the degree of mutuality in their norms. We introduce the Generalized Exchange Framework, which offers a theoretically rigorous model for understanding and managing any market. An ethnographic
-
The impact of neuroticism on compulsive buying behavior: the mediating role of the past-negative time perspective and the moderating role of the consumer’s need for uniqueness Journal of Marketing Theory and Practice Pub Date : 2022-06-06 Beyza Aksoy, Ayhan Akpınar, Behçet Yalın Özkara
ABSTRACT Around 300 million people are affected by consumption-related psychological disorders. Despite the prominence of this problem, which impacts 1 in every 20 people, the number of studies on consumption-related problems in marketing is limited. Furthermore, although marketing scholarship focuses on identifying antecedents of compulsive buying, the potential variables involved in this complex
-
The gender earnings gap in sharing economy services: The role of price, number of stays, and guests accommodated on Airbnb Journal of Marketing Theory and Practice Pub Date : 2022-06-03 Alexander Davidson, Mark R. Gleim
Sharing economy platforms present a unique work opportunity for service providers seeking freedom and flexibility, yet discrepancies in earnings between genders are found to persist. Extracting dat...
-
Reducing service sabotage: the influence of supervisor social undermining, job stress, turnover intention and ethical conflict Journal of Marketing Theory and Practice Pub Date : 2022-06-03 Charles H. Schwepker Jr., Christina K. Dimitriou
The purpose of this research is to better understand the relationship between supervisor social undermining and service sabotage through related mediating and moderating variables among customer-co...
-
Gratitude stimulates word-of-mouth more than words of thanks Journal of Marketing Theory and Practice Pub Date : 2022-06-03 Dr. Fiona Cownie, James Haft, Van Vu, Natalia Natalia, Monsak Chaiveeradech
This study examines the impact of feelings and expressions of gratitude on word-of-mouth communication applying a quantitative method and PLS-SEM. It is the first study evidencing the power of feel...
-
Eric is bad, but Erica is worse: greater negativity bias toward female brands Journal of Marketing Theory and Practice Pub Date : 2022-04-25 Timucin Ozcan, Michael Hair, Ahmet M. Hattat
ABSTRACT We predicted that brand gender moderates the effect of information valence on attitude change, such that negative information leads to a greater decline in attitude for female brands due to differences in trust change. We conducted three studies to test this prediction. Study 1 (N = 260) and Study 2 (N = 205) results reveal a conditional direct effect of negative information on attitude change
-
Digital analytics approach to understanding short video advertising in digital marketing Journal of Marketing Theory and Practice Pub Date : 2022-04-25 Prince Clement Addo, Samuel Kofi Akpatsa, Philip Nukpe, Asare Andy Ohemeng, Nora Bakabbey Kulbo
ABSTRACT This study relied on datasets from global B2C and C2C to investigate the relationship between short video advertising (SV), customer satisfaction, price, quality signals, and sales in digital marketing. Using the web-scraping mining technique, the results from over twenty-three thousand online shops indicate that logistics service quality overrides the relevance of location in digital marketing
-
“PLS-SEM: indeed a silver bullet” – retrospective observations and recent advances Journal of Marketing Theory and Practice Pub Date : 2022-04-12 Marko Sarstedt, Joseph F. Hair Jr., Christian M. Ringle
ABSTRACT In 2011, the Journal of Marketing Theory & Practice published “PLS-SEM: Indeed a silver bullet,” which became a cornerstone contribution in marketing. Critical reflection of research work is a fundamental building block of science, including one’s own writing. In this spirit, we offer a review of our own 2011 paper, assuming we were reviewers with today’s background knowledge of the method