Showing papers in "Journal of Marketing Management in 2018"
TL;DR: The use of emojis has become quintessential elements of social media communication; yet, their use in social media requires a marketing rhetoric that embraces emerging language use and shifting communication norms as discussed by the authors.
Abstract: Social media require a marketing rhetoric that embraces emerging language use and shifting communication norms. Emojis have become quintessential elements of social media communication; yet, their ...
133 citations
TL;DR: The fundamental positioning of netnography as a research method, its marketing-oriented point of difference, relevant to digital humanities artists, library and information scientists, sociologists, cultural anthropologists, marketing practitioners and consumer researchers alike, is also rather clear.
Abstract: The basis of netnography is rather simple. It is grounded by the principle that the perspective of an embodied, temporally, historically and culturally situated human being with anthropological training is, for purposes relating to identity, language, ritual, imagery, symbolism, subculture and many other elements that require cultural understanding, a far better analyst of people’s contemporary online experience than a disembodied algorithm programmed by statistics and marketing research scientists.1
1. Of course, computer scientists are having their day, currently. And there is no doubt that there are many macro behaviours and precise measurements which are handled far better using statistical methods operating on large decontextualised data sets than they are by human participant-observers. But that really is not the point of netnography, of this paragraph or of this special section.
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The fundamental positioning of netnography as a research method, its marketing-oriented point of difference, relevant to digital humanities artists, library and information scientists, sociologists, cultural anthropologists, marketing practitioners and consumer researchers alike, is also rather clear. It is that the knowledge we gain from machine understanding of human experience is often sorely limited, and the ethics of the investigatory situation fraught, no matter how large the data set, how cleverly programmed the machine learning algorithms or how extensive the public surveillance.
90 citations
TL;DR: In this paper, the authors examine how firms implement social media systematically to drive strategic marketing actions, and they conceptualize social media implementation as a business process, rather than a social media platform.
Abstract: The purpose of this study is to examine how firms implement social media systematically to drive strategic marketing actions. To this end, the study conceptualises social media implementation as a ...
70 citations
TL;DR: In this paper, large data sets of social media can be analyzed through bridging the divide between the small, rich and contextually nuanced data that is the hallmark of netnography and the scope and scale of data made possible through social media listening conventions.
Abstract: Netnography is constantly evolving as technologies and access to online data develop. Our paper outlines how large data sets of social media can be analysed through bridging the divide between the small, rich and contextually nuanced data that is the hallmark of netnography and the scope and scale of data made possible through social media listening conventions. We define this approach as netnographic sensibility and with the use of a short case study discuss the process through which social media data could be gathered, triangulated and analysed. We orientate the paper around two interrelated questions: investigating how netnographic insights can be extended using social media monitoring tools, and asking how this can be used to add richness and depth to understanding mass consumer realities. Our contribution complements the widely established methodological approach of netnography as we argue that netnography has the capacity and capability to embrace technological advances within the domain of ...
69 citations
TL;DR: Much consumption-related activity online is outside of what is understood traditionally as community and is via user-generated content (UGC), of which blogs and YouTube channels in particular domin... as mentioned in this paper.
Abstract: Much consumption-related activity online is outside of what is understood traditionally as community and is via user-generated content (UGC), of which blogs and YouTube channels in particular domin...
58 citations
TL;DR: In this paper, a more-than-human netnography approach is proposed to account more clearly for the role of human and non-human actors in networked sociality and examine the interactions of people, technology and socio-material practices.
Abstract: Drawing on actor-network theory (ANT), this paper develops a ‘more-than-human’ conception of netnography to extend current thinking on the scope, focus and methods of netnographic research. The proposed approach seeks to account more clearly for the role of human and non-human actors in networked sociality and sets out to examine the interactions of people, technology and socio-material practices. The paper critiques reductive applications of netnography, bound by proceduralism, and advocates research that embraces the complex, multi-temporal, multi-spatial nature of internet and technology-mediated sociality. It challenges researchers to examine and account for the performative capacities of actors and their practices of enactment. By synthesising insights from ANT and emerging work in marketing and consumer research that adopts relational approaches, this paper outlines the challenges and opportunities in developing more-than-human netnographies as an approach to extend current netnography.
56 citations
TL;DR: A detailed analysis of organizational ambidexterity can be found in this article, where the authors identify the burning research questions marketing scholars should give urgent attention to advance theory and practice.
Abstract: Organizational ambidexterity is an important topic in management research having grown meteorically over the past 17 years. Yet, very few studies in marketing examine organizational ambidexterity. Where studies do exist, seldom do they do justice to its theoretical richness and complexity. This complexity is a significant hurdle for scholars and managers alike, but theory and practice on organizational ambidexterity can benefit substantively from the input of scholars outside the realm of management. This paper provides scholars and managers with a detailed analyses, documentary and corpus of reference material documenting the development, definition, theoretical assumptions and conceptual treatment, measurement and empirical findings to do with organizational ambidexterity. Drawing on this detailed analysis, the paper identifies the burning research questions marketing scholars should give urgent attention to advance theory and practice on organizational ambidexterity. Summary statement of contribution: This paper provides readers with detailed analyses and documentary of the development, definition, theoretical and conceptual treatment, measurement and empirical findings to do with organizational ambidexterity. It identifies the fundamental elements and key assumptions of organizational ambidexterity and reveals implications of conflicts among these elements and assumptions. The paper identifies the burning research questions in need of urgent attention to advance theory and practice.
49 citations
TL;DR: This article explored the implications of using social media in the context of food retailers' corporate social responsibility (CSR) and found that attributions play a key role in determining the extent to which consumers interact with user-generated content (UGC), influencing whether it shapes their scepticism.
Abstract: As companies rely on social media to communicate corporate social responsibility (CSR), the need to understand the implications of using this channel grows. This study explored such implications in the context of food retailers’ CSR. Drawing on attribution theory, it adopts a mixed method approach to explain how social media communication shapes CSR attributions and influences consumers' scepticism towards CSR. Results identify company-generated social media communication as an important antecedent of CSR attributions. It finds that attributions play a key role in determining the extent to which consumers interact with user-generated content (UGC), influencing whether it shapes their scepticism. The study offers several implications for academics and practitioners, extending current theoretical arguments related to the use of social media for CSR communication.
39 citations
TL;DR: In this article, the authors present and validate a framework to motivate consumers to engage with branded mobile applications, or apps, by means of binding involvement, perceptions of how apps' benefits meet individual needs (and resulting experiences for consumers) and a couple of key outcomes crucial to the success of apps.
Abstract: Combining qualitative and quantitative insights, this research presents and validates a framework, which illustrates how to motivate consumers to engage with branded mobile applications, or apps. The framework shows that consumer involvement with branded apps underpins two sets of consumer perceptions of the benefits that the app offers, which reflect the different motives for engaging with the app, as consumers experience them. These perceptions include the utilitarian motives of security, usefulness and ease of use; and the hedonic motives of interpersonal utility, attachment (with the device) and entertainment. This range of motives leads to two key outcomes, i.e. the willingness to pay for the app (including in-app purchases) and the willingness to recommend the app. As a result, this research contributes to marketing research and theory by clarifying specific details of the psychological process through which it is possible to motivate consumer engagement with branded apps - i.e. by means of binding involvement, perceptions of how apps’ benefits meet individual needs (and resulting experiences for consumers) and a couple of key outcomes crucial to the success of apps. The findings also yield managerial relevance. Above all, the outcomes of this research suggest that, by involving and motivating consumers through the improvement of the benefits that a branded app offers, it is possible to increase the app’s revenues and to encourage word-of-mouth, creating value for app providers and consumers.
34 citations
TL;DR: In this article, the authors examine how brand authenticity is established and maintained, and respond to calls for longitudinal research to explore its relationship with trustworthiness and trustworthiness in the context of marketing.
Abstract: This article examines how brand authenticity is established and maintained. Existing studies focus on building authenticity; this article responds to calls for longitudinal research to explore its ...
30 citations
TL;DR: Through a micro-ethnographic engagement with consumers' binge-watching experiences of the web-TV series House of Cards, the authors explores what they consider to be the "extended frontiers" of the Web.
Abstract: Through a micro-ethnographic engagement with consumers’ binge-watching experiences of the web-TV series House of Cards, this videography explores what we consider to be the ‘extended frontiers’ of ...
TL;DR: The authors suggest that it is useful to distinguish analytically between capital's primal, often direct violence against bodies and a systemic form of violence that is at the same time reproductively reproducible.
Abstract: My goal is to suggest that it is useful to distinguish analytically between capital’s primal, often direct violence against bodies and a systemic form of violence that is at the same time reproduct...
TL;DR: This paper argued that marketing scholars should be paying a lot more attention to the rhetorical form which the economic historian Philip Mirowski followed the novelist David Foster Wallace, following the novelist's rhetorical form.
Abstract: This paper argues that marketing scholars should be paying a lot more attention to the rhetorical form which the economic historian Philip Mirowski – following the novelist David Foster Wallace – c...
TL;DR: In this paper, the authors investigated why mainstream consumers who would not typically engage in illegal behaviour routinely resort to online piracy of copyrighted software. But they did not provide answers to this research query.
Abstract: Why do mainstream consumers who would not typically engage in illegal behaviour routinely resort to online piracy of copyrighted software? This paper provides answers to this research query by appl...
TL;DR: The authors argue that corporate reputation generates a "halo effect" where products from companies with better reputations are more likely to be chosen, and that corporate reputations generate a "Halo effect".
Abstract: Previous work suggests that corporate reputation generates a ‘halo effect’ where products from companies with better reputations are more likely to be chosen. We argue that corporate reputa...
TL;DR: In this article, a definition of violence to unearth the generally unrecognised violence perpetrated by the logic of the market as is was constructed through a history of modern thought and modern thought.
Abstract: In this paper, I discuss a definition of violence to unearth the generally unrecognised violence perpetrated by the logic of the market as is was constructed through a history of modern thought and...
TL;DR: Sustainability marketing addresses market-related issues that threaten quality of life as mentioned in this paper, while its major research strands belong to the same research domain, its theoretically fragmented app ecosystem is different.
Abstract: Sustainability marketing addresses market-related issues that threaten quality of life. While its major research strands belong to the same research domain, its theoretically fragmented app...
TL;DR: As a research toolkit grounded in the philosophy and practice of critical analysis, critical "historical research method" (critical HRM) can help explain marketing-related phenomena that shape and are shaped by social context and human agency as discussed by the authors.
Abstract: As a research toolkit grounded in the philosophy and practice of critical analysis, critical ‘historical research method’ (critical HRM) can help explain marketing-related phenomena that shape and are shaped by social context and human agency The value to marketing scholarship of critical HRM, which relies on critical realism (CR) and abductive reasoning (AR), is shown by (1) presenting elements of effective historical research, and (2) arguing historical research that entails social factors and their interactions compels a methodology for capturing the social and dynamic features of research objects Implications of critical HRM for theory building and marketing practice are then summarised
TL;DR: This article examined the ways in which men and women consume soap operas as a means of reflecting on and discussing sociocultural taboos through interpretive research, and found that women consume them more than men.
Abstract: This study illuminates the ways in which men and women consume soap operas as a means of reflecting on and discussing sociocultural taboos. Through interpretive research we examine the ways in whic...
TL;DR: In this paper, the authors conceptualized fans as active, commanding and critical influence on football fans and co-creation, through the lens of service-dominant logic, and defined fans as "active, commanding, and critical influencers".
Abstract: To date, research on football fans and co-creation has been limited. Prior research, through the lens of service-dominant logic, has conceptualised fans as active, commanding and critical influence...
TL;DR: Hietanen et al. as discussed by the authors defined videography as the practice of crafting research, and published innovative academic works that find ways to challenge dominant textual conventions by embracing video as a focal or sole element of their contribution.
Abstract: The visual character of contemporary consumer culture is a matter of extensive record. So too is the fascination audiences express for cinema, television, video streaming and all manner of related digital media culture circulated by ubiquitous screens, both small and large (e.g. Bolter & Grusin, 2000; Denzin, 1991). Beyond the intense emotional engagement of immersive moments of visual consumption, the potent impact of video on consumer/researcher imaginations and their infinite remixability provide compelling reasons for rethinking spaces of affect and agency, intelligibility, immanence and bodily encounters with the audiovisual moving image (see Barker, 2009; Cubitt, 1993; Lemke, 2007; Marks, 2000; Merchant, 2011; Olkowski, 1999). We have indeed entered the ‘era of video’, and it is time for marketing and consumer research scholars to increasingly recognise not only the epistemological promise but also the stakes involved in expressing research through the flickering screen. This Special Issue hopes to promote filmic imaginations and facilitate engagements in research utilising videographic methodology, but it also aims to endorse critical thought about the video medium. It seems to us that the status of image and film-making practices in research engagements warrants much further consideration; for in a world of everyday screening praxis, images are not mere innocent representations of reality but have a life as embedded and powerfully agentic forms of cultural production (Hietanen & Rokka, 2017; Hietanen, Rokka, & Schouten, 2014). In this sense, videos are immediately problematic, yet open up opportunities for contributing to the emerging literature pertaining to the ontology of the medium, the cultural role of video and the methodological practice of videography. Fitting these motifs, we are excited to publish innovative academic works that find ways to challenge dominant textual conventions by embracing video as a focal – or sole – element of their contribution. To our knowledge, this Special Issue marks one of the very few events where videographic work is published as a stand-alone format in the context of leading academic journals. We hope to continue the trajectory of the emerging filmic school of research inaugurated over 10 years ago by Belk and Kozinets (2005; see also Kozinets & Belk, 2006) and known as videography in marketing and consumer research. While the term ‘videography’ often continues to be used very loosely to refer to nearly any form of academic film production, researcher-made footage, video data source or documentary film, we have come to define videography as the practice of crafting research JOURNAL OF MARKETING MANAGEMENT 2018, VOL. 34, NOS. 5–6, 421–431 https://doi.org/10.1080/0267257X.2017.1403112
TL;DR: In this paper, the authors present a journey guide for auto-netnography that can be used in online communities in social media by practitioners, organisations, and scholars, which is composed of six elements: (1) the traveller, (2) the map, (3) the routes, (4) the learning, (5) the telling and (6) the safety of the trip.
Abstract: Supported by the previous literature, the author explores the method of auto-netnography, delimiting and differentiating its scope and boundaries. This article contributes to the literature with a Journey Guide for Auto-Netnography that can be used in online communities in social media by practitioners, organisations and scholars. That guide is constituted by six elements: (1) the traveller, (2) the map, (3) the routes, (4) the learning, (5) the telling and (6) the safety of the trip. The article also advances the literature by identifying and discussing the novel concept of brand auto-netnography. For illustrative purposes, the author uses an example of his own efforts to perform an auto-netnographic study in the context of a presidential candidate’s Facebook community; the author was the candidate’s campaign manager.
TL;DR: This article developed a conceptual framework of advertising intrusiveness that extends previous research on the topic by examining both drivers and consequences, and used this framework to examine both the drivers and the consequences.
Abstract: This study develops a conceptual framework of advertising intrusiveness that extends previous research on the topic by examining both drivers and consequences. To achieve this, the work dra...
TL;DR: A systematic discussion of the theoretical and methodological underpinnings of focusing ethnographic research by comparing different schools of thought and suggesting a practice theory-based approach is provided in this article.
Abstract: Building theory with ethnography and filmic research increasingly requires focussing on key practices or settings, instead of painting a broad panorama of a culture. But few authors discuss why and how to focus. This article provides a systematic discussion of the theoretical and methodological underpinnings of focusing ethnographic research by comparing different schools of thought and suggesting a practice theory-based approach. It argues that many research projects are focused but do not reflect on the process of focusing, describes how to identify focal settings or practices, and introduces sequential analysis as a tool for studying them. Analysing videos, documents and language are discussed in turn, and methods for ensuring quality in focused ethnography are suggested. Finally, the article provides recommendations for publishing focused ethnography as text or film.
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TL;DR: In this paper, a semi-structured interview with 55 Eurostar passengers from 14 countries was conducted to understand how people define narratives, why they need them, and how they experience the effects of need for narrative.
Abstract: What do consumers need from a narrative? How can videographers satisfy those needs? Through semi-structured interviews with 55 Eurostar passengers from 14 countries, this film documents how people define narratives, why they need them, and how they experience the effects of need for narrative. The adjoining commentary contributes to the development of videography as an attractive method by introducing the videographer’s perspective and elucidating key story elements that can help satisfy viewers’ needs for narrative. The suggested approach maintains the vivid quality of videography and respects its methodological rigour, while increasing its effectiveness in close alignment with a consumer society that visual communication increasingly permeates. As such, the commentary and the film jointly unveil videographers’ etic and viewers’ emic use and evaluation of the videographic method.
TL;DR: In this article, internal branding is increasingly acknowledged as a potential route to acquiring sustainable competitive advantage, but to date no systematic attempt has been made to operationalise from an oracle.
Abstract: Internal branding is increasingly acknowledged as a potential route to acquiring sustainable competitive advantage. However, to date no systematic attempt has been made to operationalise from an or...
TL;DR: In this article, a collection of short, invited essays on the topic of marketing as rhetoric is presented, dealing with a variety of issues that demonstrate the centrality of rhetoric and rhetorical considerations to the marketing process.
Abstract: In this collection of short, invited essays on the topic of marketing (as) rhetoric we deal with a variety of issues that demonstrate the centrality of rhetoric and rhetorical considerations to the ...
TL;DR: The liberalisation of Western society has led to the destruction of certain taboos, but on the individual level, taboo destruction may be curtailed by opposing conventions as mentioned in this paper, and this study investigates the role of opposing conventions.
Abstract: The liberalisation of Western society has led to the destruction of certain taboos, but on the individual level, taboo destruction may be curtailed by opposing conventions. This study investigates ...
TL;DR: The Journal of Marketing Management (JMM) as discussed by the authors was accepted into the Clarivate Analytics Social Sciences Citation Index (SSCI) in 2018, which means that the JMM will receive an impact factor in due course.
Abstract: It is 2018 and the year has started very, very well for the Journal of Marketing Management (JMM). The quality of the material that we publish is excellent and continues to improve; the citation rate of the JMM is constantly rising; and this has been registered. To get to the point, the JMM has just been accepted into the Clarivate Analytics Social Sciences Citation Index (SSCI). Put simply, this means that the JMM will receive an impact factor in due course. But, for the moment, let me just return to an editorial that was written in 2016 (Tadajewski, 2016a). In that paper, I wrote that I had severe concerns about journal ranking lists, impact factors and any shortcuts to thinking that are involved when these are used as performance measures for individual academics. Journal ranking lists tell us nothing about individual papers; actually reading those manuscripts gives us information about their quality. Continuing in this vein, an impact factor is an indicator of the median number of cites that an article in a journal in a given period has received. These can be skewed by a number of high performing papers. The majority of articles, as most academics register (Parker, 2018), are cited by a fairly small number of other works, with some areas being more popular than others. As I made apparent in my earlier paper, my own position and that as the Editor of the JMM do inflect each other; to assert otherwise would be disingenuous. I have, of course, been aware of the importance ascribed to these metrics for a long time. We are all subject to similar research pressures to publish, secure large grants (the vagueness of what constitutes ‘large’ often does not help matters) and the current uncertainty over pensions cannot be easing matters for many people. Speaking mainly about the pressures to publish, I have to say that as an Editor, I hear all too frequently the worries of those who are experiencing extreme levels of stress courtesy of the research and grant pressures being placed upon them by overzealous managers (who are presumably being pressurised themselves). Receiving such accounts, sometimes indirectly, sometimes directly, is a cause of much emotional disturbance. It gives you a reason to try to make a difference, to push yourself harder to help those who would benefit from any assistance you can offer, whether through editorially driven improvements or simply listening to their worries, fears and concerns. And, in an attempt to help mitigate these kinds of issues, the JMM editorial team – Editor, Deputy Editor, Associate Editors and Administrators – have all been working hard to ensure the content we publish reaches the highest possible level in terms of paradigm specific evaluation guidelines. The hard work of the team that I have been proud to lead has paid off. Equally, it reinforces the credibility that the JMM possesses which certain ranking systems only appreciate when academic outlets possess an impact factor. My position on the JOURNAL OF MARKETING MANAGEMENT, 2018 VOL. 34, NOS. 1–2, 1–15 https://doi.org/10.1080/0267257X.2018.1453695
TL;DR: In this article, the authors focus on the online activities within brand communities, focusing on the on-site actions and leaving aside online activity within the brand communities and the online community.
Abstract: Sustainability marketing research on collective consumption practices has often examined on-site actions, leaving aside online activity within brand communities. This study focuses on the online pr...