Showing papers in "Journal of Marketing in 2019"
TL;DR: A review of the academic literature from marketing and behavioral science that exa... as mentioned in this paper highlights the important role of marketing in encouraging sustainable consumption, and presents a review of marketing and behavioural science literature that support sustainable consumption.
Abstract: Highlighting the important role of marketing in encouraging sustainable consumption, the current research presents a review of the academic literature from marketing and behavioral science that exa...
650 citations
TL;DR: The last decade has seen the emergence of the sharing economy as well as the rise of a diverse array of research on this topic both inside and outside the marketing discipline as discussed by the authors, however, the sharing...
Abstract: The last decade has seen the emergence of the sharing economy as well as the rise of a diverse array of research on this topic both inside and outside the marketing discipline. However, the sharing...
379 citations
TL;DR: In this article, the authors studied the factors that drive success of online brand engagement at different stages of the consumer purchase funnel and found that influencer marketing is prevalent in firm strategies.
Abstract: Influencer marketing is prevalent in firm strategies, yet little is known about the factors that drive success of online brand engagement at different stages of the consumer purchase funnel. The fi...
255 citations
TL;DR: In this paper, the authors test five theoretically derived hypotheses about what drives video ad sharing across multiple social media platforms, and two independent field studies test these hypotheses using 11 emotio...
Abstract: The authors test five theoretically derived hypotheses about what drives video ad sharing across multiple social media platforms. Two independent field studies test these hypotheses using 11 emotio...
218 citations
TL;DR: Across 16 experiments, this research investigates how 13 unique design elements shape four dimensions of the online customer experience and thus influence purchase and provides managers with clear strategic guidance on how to build effective web pages.
Abstract: Creating effective online customer experiences through well-designed product web pages is critical to success in online retailing. How such web pages should look specifically, however, remains uncl...
197 citations
TL;DR: In this article, the authors developed a comprehensive framework that integrates different drivers of negative eWOM and the response approaches that firms use to engage in and disengage from online conversations with complaining customers.
Abstract: Online firestorms pose severe threats to online brand communities. Any negative electronic word of mouth (eWOM) has the potential to become an online firestorm, yet not every post does, so finding ways to detect and respond to negative eWOM constitutes a critical managerial priority. The authors develop a comprehensive framework that integrates different drivers of negative eWOM and the response approaches that firms use to engage in and disengage from online conversations with complaining customers. A text-mining study of negative eWOM demonstrates distinct impacts of high and low arousal emotions, structural tie strength, and linguistic style match (between sender and brand community) on firestorm potential. The firm’s response must be tailored to the intensity of arousal in the negative eWOM to limit the virality of potential online firestorms. The impact of initiated firestorms can be mitigated by distinct firm responses over time, and the effectiveness of different disengagement approaches also varies with their timing. For managers, these insights provide guidance on how to detect and reduce the virality of online firestorms.
191 citations
TL;DR: In this paper, the authors examined the role of firms' social media engagement initiatives surrounding customers' experiential interaction events in influencing the sentiment of customers' digital engagement and highlighted sentiment's role as a leading indicator for customer lifetime value.
Abstract: Despite the demonstrated importance of customer sentiment in social media for outcomes such as purchase behavior and of firms’ increasing use of customer engagement initiatives, surprisingly few studies have investigated firms’ ability to influence the sentiment of customers’ digital engagement. Many firms track buyers’ offline interactions, design online content to coincide with customers’ experiences, and face varied performance during events, enabling the modification of marketer-generated content to correspond to the event outcomes. This study examines the role of firms’ social media engagement initiatives surrounding customers’ experiential interaction events in influencing the sentiment of customers’ digital engagement. Results indicate that marketers can influence the sentiment of customers’ digital engagement beyond their performance during customers’ interactions, and for unfavorable event outcomes, informational marketer-generated content, more so than emotional content, can enhance customer sentiment. This study also highlights sentiment’s role as a leading indicator for customer lifetime value.
140 citations
TL;DR: The authors proposes that consumers think about what becomes of those recyclables and proposes that product transformation salience (thinking about recyclingables turning into new products) is a predictor of product saliency.
Abstract: Recycling campaigns abound, but do consumers think about what becomes of those recyclables? This research proposes that product transformation salience (thinking about recyclables turning into new ...
87 citations
TL;DR: For example, the authors argues that no common understanding of authenticity in advertising exists, and empirically proves that authenticity is an essential element for effective advertising, but no common definition of authenticity is defined.
Abstract: Marketing managers and creatives alike believe that authenticity is an essential element for effective advertising. However, no common understanding of authenticity in advertising exists, and empir...
86 citations
TL;DR: In this paper, the role of power distance beliefs in influencing brand preference was examined and the role that user-design approach is and is not effective in strengthening the brand preference of consumers.
Abstract: This article evaluates when a user-design approach is and is not effective in strengthening brand preference. It specifically delves into the role of power-distance beliefs in influencing preferenc...
64 citations
TL;DR: The authors argue that the critical feature of the sharing economy is not its crowdsourced nature, but rather its digital-economy nature, which means data are now considered the key factor of production that drives how markets are organized and operate.
Abstract: The sharing economy is changing consumer and firm behavior around the world. We present two challenges to the proposed view of marketing in the sharing economy. First, we argue that the critical feature of the sharing economy is not its crowdsourced nature, but rather its digital-economy nature, which means data are now considered the key factor of production that drives how markets are organized and operate. Second, the market environment for the sharing economy in emerging markets lacks the institutional basis found in developed markets, which creates unique consumer and firm problems. These two challenges change marketing within the sharing economy in ways important to practitioners and scholars.
TL;DR: Seeded marketing campaigns (SMCs) have become part of the marketing mix for many fast-moving consumer goods (FMCG) companies as discussed by the authors, making large investments in advertising and sales promot...
Abstract: Seeded marketing campaigns (SMCs) have become part of the marketing mix for many fast-moving consumer goods (FMCG) companies. In addition to making large investments in advertising and sales promot...
TL;DR: In this paper, the effects of the type and timing of moderating feedback to tournament participants on their participation intensity, and on the effect of the latter on idea quality were investigated.
Abstract: Firms increasingly use innovation tournaments to crowdsource innovation ideas from customers. This paper uncovers antecedents and consequences of customers’ participation intensity over the course of a tournament. More specifically, the authors theorize on the effects of the type and timing of moderating feedback to tournament participants on their participation intensity, and on the effect of the latter on idea quality. Through two longitudinal experiments using a commercial innovation tournament platform, they show that moderating feedback stimulates ideators’ participation intensity.
They find that negative feedback increases participation intensity, as compared to no feedback or to positive feedback. Moreover, negative feedback - either provided in isolation or together with positive feedback - is more effective during the early stages than in the later stages of a tournament. Through a large-scale survey among managers, the authors show that higher participation intensity leads to higher idea quality and better business performance. The effect of participation intensity on idea quality is stronger than the effect of number of ideas and as strong as the effect of number of participants on idea quality.
TL;DR: Eckhardt et al. as discussed by the authors examine the sharing economy from remarkably diverse perspectives and methodological approaches, representing marketing strategy, empirical modeling, analytic modeling, mainstream consumer research, and consumer cultural theory.
Abstract: The technological and digital revolutions experienced over recent decades have fundamentally transformed marketing practice, consumer behavior, and competitive dynamics and presented new policy and societal challenges. At the same time, the world’s many economic, social, and political problems can benefit from proactive, purpose-driven marketing thought. On this stage of dynamic change and unprecedented opportunity, the marketing discipline is poised to offer new knowledge that contributes to the full range of marketing stakeholders, including the students we educate. Despite this potential, a great deal of marketing scholarship remains safely within the confines of its present boundaries— relying on mainstream assumptions, theories, and methods that tend to reinforce, not challenge, our thinking. Like most scientific communities, marketing has the trappings of Kuhn’s (1962, p. 5) “normal science,” which “is predicated on the assumption that the scientific community knows what the world is like,” a “willingness to defend that assumption, if necessary at considerable cost,” and a tendency to suppress novelties “subversive of its basic commitments.” There are many reasons for this inertia. Institutional and individual rewards are tilted toward incremental research that safely builds programmatic streams for tenure while a riskaverse journal review process can easily stamp out innovation. Given these forces, many early-career marketing scholars operate within the safe boundaries of the discipline while pledging to return to innovative opportunities in the later stages of their careers. Unfortunately, most never do. It is within this context that we introduce a series of innovative articles designed to inform and inspire research that broadens the current boundaries of marketing, including the phenomena, theories, methods, and findings the field considers important and interesting. Articles in this series include conceptual reexaminations that challenge assumptions in wellestablished research areas. These articles do so by questioning current boundaries and offering fresh research agendas. Other articles highlight new challenges to the field by offering conceptual frameworks to structure new research approaches with the potential to transform the discipline. The first of these “Challenging the Boundaries of Marketing” articles appears in the current issue and focuses on “Marketing in the Sharing Economy” (Eckhardt et al. 2019). We asked this team of authors to investigate the changing nature of marketing in the sharing economy—a critical perspective that has been missing from most research published in marketing journals. Defining the sharing economy as a scalable socioeconomic system that employs technology-enabled platforms to provide users with temporary access to tangible and intangible resources that may be crowdsourced, the paper examines how the sharing economy forces us to rethink three foundations of marketing: institutions (e.g., consumers, firms and channels, regulators), processes (e.g., innovation, brands, customer experience, value appropriation), and value creation (e.g., value for consumers, value for firms, value for society). Importantly, the article offers wide-ranging future research opportunities that confront the boundaries of marketing thought. These authors, Giana Eckhardt, Mark Houston, Baojun Jiang, Cait Lamberton, Aric Rindfleisch, and Georgios Zervas, examine the sharing economy from remarkably diverse perspectives and methodological approaches, representing marketing strategy, empirical modeling, analytic modeling, mainstream consumer research, and consumer cultural theory. This interdisciplinary perspective reinforces the Journal of Marketing’s (JM’s) position as the discipline’s broadest and most inclusive journal and reflects our view that the discipline will be stronger when we unite to solve the field’s most pressing questions and problems. Consistent with this view, the second article in the series, “Uniting the Tribes: Using Text for Marketing Insight,” is coauthored by Jonah Berger, Ashlee
TL;DR: In this paper, the authors have shown that managers have a limited understanding of how local-global identity influences consumers' price perceptions and behavior, and they have not been able to understand how globalization has substantially influenced the world economy.
Abstract: Globalization has substantially influenced the world economy. However, managers have a limited understanding of how local–global identity influences consumers’ price perceptions and behavior. In th...
TL;DR: In this article, the authors argue that marketers should help customers infer such product stories by highlighting the products' tattered past identities, which induces narrative thoughts about these products' biographies, which in turn allows customers to feel special.
Abstract: Like Cinderella, many repurposed products involve a biographical transformation, from a tattered past identity (e.g., an old airbag) to a product with a valuable but different new identity (e.g., a backpack made from an airbag). In this article, the authors argue that marketers should help customers infer such product stories by highlighting the products’ tattered past identities. Three field experiments and four controlled experiments show that making a product’s past identity salient boosts demand across a variety of repurposed products. This is because past identity salience induces narrative thoughts about these products’ biographies, which in turn allows customers to feel special. Results also suggest that this strategy of past identity salience needs to be particularly well-crafted for products with easily discernible past identities. These findings highlight a promising new facet of storytelling (i.e., stories that customers self-infer in response to minimal marketer input); create new opportunities for promoting products with a prior life; and deliver detailed guidance for the largely unexplored, growing market for upcycled and recycled products.
TL;DR: In this paper, the authors studied how herding effects from reference groups (i.e., crow groups) affect consumers' postpurchase evaluations, and found that the effect of reference groups on postpurchase evaluation is not well understood.
Abstract: Consumers’ postpurchase evaluations have received much attention due to the strong link between ratings and sales. However, less is known about how herding effects from reference groups (i.e., crow...
TL;DR: The authors investigated how provision of caloriesper-serving information on serving size labels affects snack consumption quantity, drawing from expectancy-disconfirmation theory, and found that the provision of calorie per serving information significantly affects the consumption of a snack.
Abstract: This research investigates how provision of calories-per-serving information on serving size labels affects snack consumption quantity. Drawing from expectancy-disconfirmation theory, this research...
TL;DR: In business-to-business (B2B) markets, the success of key account management (KAM) teams depends on how they are structured and how they handle customer relationships.
Abstract: In business-to-business (B2B) markets, the success of key account management (KAM) teams depends on how they are structured and how they handle customer relationships. The authors conceptualize rel...
TL;DR: In this article, the authors explore how companies should frame the methods they use to derive their recommendati cations, and how to improve the quality of the recommendation process of these methods.
Abstract: Companies frequently offer product recommendations to customers, according to various algorithms. This research explores how companies should frame the methods they use to derive their recommendati...
TL;DR: In recent years, many news providers have begun monetizing online content through paywalls as mentioned in this paper, and while the premise behind paywall is that the subscription revenue can be a new source of income, the ext...
Abstract: In recent years, many news providers have begun monetizing online content through paywalls. While the premise behind paywalls is that the subscription revenue can be a new source of income, the ext...
TL;DR: In this article, the authors investigated the mechanism by which the aesthetic premium placed on produce contributes to consumers' rejection of safe, edible, yet aesthetically unattractive, fruits and vegetables.
Abstract: This research investigates the mechanism by which the aesthetic premium placed on produce contributes to consumers’ rejection of safe, edible, yet aesthetically unattractive, fruits and vegetables,...
TL;DR: In this article, the authors examine whether firms respond in an alternate manner to shareholders' complaints, and find that firms rarely directly address the actual issues raised in these complaints, yet they do respond to the shareholders' concerns.
Abstract: Shareholder complaints put pressure on publicly listed firms, yet firms rarely directly address the actual issues raised in these complaints. The authors examine whether firms respond in an alterna...
TL;DR: In this article, the authors used multimethod approaches to develop a conceptual foundation for and empirical evidence of the performance implications of business-to-government (B2G) relationships.
Abstract: This article uses multimethod approaches to develop a conceptual foundation for and empirical evidence of the performance implications of business-to-government (B2G) relationships. In-depth interv...
TL;DR: In this article, the authors merged minute-by-minute brand search and price search to evaluate TV ad spots by their immediate effects on important online activities and found that the results of the search can be used to understand the effect of TV ads on online activities.
Abstract: This study aims to deepen the understanding of evaluating TV ad spots by their immediate effects on important online activities The authors merged minute-by-minute brand search and price search da
TL;DR: In this article, the authors argue that firms sometimes engage in myopic management (e.g., cutting marketing spending, providing lenient credit to customers to improve short-term results).
Abstract: Firms sometimes engage in myopic management (e.g., cutting marketing spending, providing lenient credit to customers to improve short-term results). Although marketing is at the center of such myop...
TL;DR: The Journal of Marketing (JM) as discussed by the authors has played an important role in the field of marketing for over 83 years, and the role of marketing journals has been discussed extensively in the literature.
Abstract: We are excited and honored to assume leadership of the Journal of Marketing (JM). Through its 83-year history, JM has played an important role in our discipline. We are grateful to the prior editors, V. Kumar, Vikas Mittal, and Neil Morgan, for their dedicated service in leading the journal. Before we share our philosophy and upcoming initiatives, we thought it would be worthwhile to step back and consider the role of journals in general and that of JM in particular. Journals are, at their core, an artifact—a digital or paper repository of ideas, findings, and implications. However, we believe this view limits our appreciation of the important role of journals. Journals are also reflections of the community that produces and uses them. In the words of former JM editor, Dave Stewart (1999, p. 1), “Placed in a larger perspective, a journal is the tangible manifestation of an intellectual community.” At their best, journals are bustling marketplaces of ideas that offer insight, challenge, debate, innovation, impact, and solutions. “Sellers” are authors and “buyers” are other authors, educators, managers, policy makers, consumers, and other societal stakeholders. “Commerce” is driven by values and principles that develop the “product”—ideas. At its worst, the marketplace narrows, and the people, methods, and, ultimately, the ideas become restricted to limited taste regimes. At its best, the marketplace is broad and deep—flush with a wide assortment of ideas across a range of topics and methods from authors around the world. As we step into our role as editors, we have set our sights on a JM that is a vibrant marketplace of ideas. We envision a JM that is not merely a repository of well-honed studies, but a platform for people, processes, and aspirations that shape the discipline in important ways. We see JM as the “market maker” of the field’s biggest and most robust marketplace of ideas, ensuring that interesting and important marketing knowledge is developed, disseminated, and used by members globally. In the spirit of this view, we have created the following mission statement for JM: The Journal of Marketing develops and disseminates knowledge about real-world marketing questions useful to scholars, educators, managers, policy makers, consumers, and other societal stakeholders around the world.
TL;DR: In this article, customer presence in the boardroom of business-to-business (B2B) firms brings customer orientation and customer knowledge to the board of directors and thereby enhances the performance of the board.
Abstract: The authors hypothesize that customer presence in the boardroom of business-to-business (B2B) firms brings customer orientation and customer knowledge to the board of directors and thereby enhances...
TL;DR: In this paper, the authors highlight three research directions that will contribute the greatest value to marketing in our digital future: (1) understanding how the relationship between consumer value and cultural meaning is altered by the blurring of lines between the personal and the commercial, (2) understand how social motives and the desire for human connection meld with commercial objectives to cocreate consumer value in sharing-economy experiences and alter the calculus of consumer choice, and (3) understanding the evolving interplay between decentralized digital cues and centralized corporate brands in generating consumer trust at scale.
Abstract: The economic and societal changes collectively labeled the “sharing economy” represent new digitally enabled ways of organizing economic activity that will reshape the world economy over the twenty-first century, blurring established lines between personal and commercial assets, consumers and producers, markets and hierarchies, and casual labor and full-time work. As platforms supersede firms as the preeminent institutions of society, they will challenge accepted business thinking that assumes an economy comprised primarily of large hierarchical organizations. This trajectory of change has spawned important new research in economics, management, and operations, largely centered on marketplace design, yield management, choosing an appropriate organizational scope, and creating effective labor policy. The contribution by Eckhardt et al. (2019) is a comprehensive and timely call to action for the marketing discipline, outlining an excellent and diverse range of open questions raised by the growth of the sharing economy, spanning those that affect marketing institutions, marketing processes, and models of creating stakeholder value. Building on Eckhardt et al. (2019), I highlight three research directions that I believe will contribute the greatest value to marketing in our digital future: (1) understanding how the relationship between consumer value and cultural meaning is altered by the blurring of lines between the personal and the commercial, (2) understanding how social motives and the desire for human connection meld with commercial objectives to cocreate consumer value in sharing-economy experiences and alter the calculus of consumer choice, and (3) understanding the evolving interplay between decentralized digital cues and centralized corporate brands in generating consumer trust at scale.
TL;DR: This paper focused on the importance of brand sponsor-team congruence in the context of Brand Sponsorship and found that it is important to connect brands with a large, passionate audience.
Abstract: Brand sponsorship connects brands with large, passionate audiences. The sponsorship literature emphasizes the importance of brand sponsor–team congruence; however, prior research has largely focuse...