Suchergebnisse

PurposeLive streaming sales (LSS) is an emerging and flourishing practice in the retail industry. While its implementation has been pervasively attempted, there is a lack of systematic and academic exploration of the practice. Therefore, the aim of this study was to investigate the LSS ecosystem and its development through a literature review and an industry analysis. Moreover, by pinpointing the pitfalls in current practices, this paper presents the practical implications of LSS and provides recommendations and directions for future academic exploration.Design/methodology/approachThe aim of the present study was to investigate the developing trajectory, exclusive elements (such as multi-channel networks (MCNs) and live streamers) and other critical components of the LSS ecosystem using a mixed-methods approach that comprises content analysis of newspaper articles and press releases, literature view and industry analysis.FindingsThe results of the analyses indicate the presence of several nonfungible modular components in the LSS ecosystem, including upstream suppliers, MCNs, live streamers and platforms. It was also found that inequalities and hierarchies are inherent to the LSS ecosystem as it currently exists: low-end participants in the LSS industry and small- and medium-sized enterprise owners, who constitute the majority of LSS practitioners, cannot reach the break-even point via LSS hosted by top-level live streamers or others (low-level live streamers, employees, etc.).Originality/valueThis article discusses the LSS ecosystem based on the nature of the nonfungible modules within it. In addition, it discusses the modules (roles) and relationships among them based on the theory of ecosystem developed by previous studies. Furthermore, drawing from an analysis of the pitfalls in the LSS ecosystem, this article highlights strategies for two critical e-commerce processes: 1) choosing which type of LSS to apply based on the factors of brands, products and consumers and 2) integrating LSS to optimize post-sale service and appeal to the sustainability of development.

PurposeThis study deployed a bibliometric analysis of 604 academic articles on celebrity endorsement collected from the Scopus database from January 1960 to August 2021 (the first published article dated back to 1976). This study integrated three bibliometric analyses: timeline visualization, co-citation cluster analysis, and historical direct citation analysis. This study conducted a qualitative review to further examine the obtained quantitative results.Design/methodology/approachThis study reviewed the existing research on the celebrity endorsement domain. Based on a bibliometric review of existing literature, this study aimed to provide main theoretical roots and research trajectories and propose new research avenues concerning the theory, context, characteristics, and research methodologies adopted within the marketing discipline.FindingsThe findings revealed that the existing relevant research focused on celebrity endorsement in different periods. The main theoretical roots and research trajectories identified were developed under the influence of primary articles from co-citation analysis and historical direct citation.Research limitations/implicationsBased on the quantitative bibliometric analysis and a qualitative literature review, this study has provided a comprehensive overview of the current stage of this domain. The study also has underscored an abundance of celebrity endorsement literature and revealed the research topics that require further investigations to theoretically and empirically advance the understanding of celebrity endorsement.Practical implicationsSome topics were recommended for further research within the theory, context, characteristics, and methodology aspects. Some practical examples and suggestions are also given in the study.Originality/valueThis study proposed a bibliometric overview of celebrity endorsement in the marketing discipline, especially based on timeline visualization, co-citation cluster analysis, and historical direct citation analysis. Furthermore, this study offered a research agenda for further studies in the marketing discipline.

PurposeThis study quantifies the casino-industry-specific intangible assets and brand equity models from a different perspective (relative to Interbrand approach, or EquiTrend approach) to investigate the relationship between advertising expenditure and firms' intangible assets in the casino industry.Design/methodology/approachThis study collected the casino's data from the financial reports during the period of 2007–2018. The proposed model incorporates a brand structure moderator, and the peculiar characteristics (e.g. ΔS, HHI) of the casino industry based on previous research. We constructed three models for dependent variables using Tobin's Q−1. Model (1, 2, 3) as the primary regressions to firms' intangible assets (and thus serving as tests of hypotheses), as depicted in the diagrams of the firm's brand equity in different scenarios.FindingsThe results suggest that: (1) advertising expenditure has an adverse effect on firms' intangible assets; (2) the coefficients associated with brand structure dummy variables are both positive and significant; and the adverse effect is stronger for firms with house-of-brand's (HOB) and brand of house (BH) structure than for those with mixed branding structure (BH-HOB hybrid); (3) global brands have higher brand equity than local brands, with higher variance over time.Originality/valueThis study gives new evidence of the negative effect of advertising on the casino industry, which primarily reports the adverse effect of advertising in a sinful industry. Meanwhile, the proposed FBBE models can be an efficient tool to monitor a firm's annual brand equity performance with respect to their major competitors in the market.

Purpose
The purpose of this paper is to investigate the effects of celebrity's poses on consumer attitudes towards the endorsement advertisement by drawing from perceptual fluency hypotheses.


Design/methodology/approach
Study 1 used a single-factor, two-condition (distinctive pose and casual pose) between-subject design. Both Study 2a and Study 2b employed a single-factor, two-condition (distinctive pose, casual pose) between-subject design and tested the mediator of pose matchiness. Study 3 employed a 2 (pose condition: distinctive, casual)×2 (cognitive capacity: no load, load) between-subject design to test the moderator. All data were sourced from more than 600 respondents in China.


Findings
Study 1 illustrated that the existence of a distinctive pose can lead to higher consumer attitudes regarding advertising stimuli and the endorsed brands as well as more positive behavioural intentions towards endorsed products. Study 2a and Study 2b replicated such finding and demonstrated that the feeling of pose matchiness mediates the relationship between celebrities' pose and endorsement outcomes. Study 3 further revealed that the cognitive capacity moderates such a relationship, that is, that the effect of a distinctive pose is stronger (lesser) when audiences' cognitive capacity is loaded (not loaded).


Originality/value
Research efforts to date examining the nature of celebrity advertisement have been limited to celebrity's faces and facial expressions. Little investigation in the marketing domain has considered the consequences of celebrities' poses. This study takes the first step in revealing the positive effect of distinctive celebrity poses in product endorsement.

Understanding patrons' repurchase intentions is a key area of focus for marketers, given its effect on survival and growth in competitive environments. Four types of relationships based on patron's satisfaction, product preference, product involvement, induced emotions and repurchasing intention were modelled to illustrate how current consumption influenced the repurchase intentions of performing arts patrons. An empirical study on an East Asian traditional culture performance from 671 patrons was conducted by using structural equation modelling (SEM) techniques. The result indicated that patrons' satisfaction was not the most direct determinant of their own repurchase intention, as initially theorized. Instead, patron preferences and involvement are the most proximal predictors of repurchase intent. Performing arts represent a leisure market sector that provides educational, entertainment and experiential services. Arts marketers can identify the factors that influence the patrons' repurchase responses to improve their' inherently experiential offerings. This study represents a sophisticated nature of the relationship with theatre patrons and offers theoretical and practical mediating attributes for arts marketing managers to consider in communication.

PurposeThe purpose of this study is to enhance the understanding of the marketing placebo effect (MPE) by proposing and empirically testing a model of antecedents and consequences of MPE for reduced-sugar labeled products in the food industry.Design/methodology/approachAn online survey was conducted on a sample of 409 consumers to collect data on their health consciousness, sugar-induced anxiety, self-congruity, fresh start mindset and MPE of reduced front-of-pack sugar labeling in food products. Structural equation modeling (SEM) was used to analyze the data and test the hypotheses.FindingsThe results highlight the sugar-induced anxiety as the most pronounced determinant for the proposed placebo effect. Health consciousness was observed to indirectly influence the MPE via mediators (sugar-induced anxiety and self-congruity). Furthermore, the supporting role of the fresh start mindset moderates the relationships between health consciousness, sugar-induced anxiety, self-congruity and the MPE.Research limitations/implicationsThis study is one of the few to investigate the moderating effects of having a fresh start mindset on the MPE of reduced-sugar labeled products. Moreover, the study contributes to the growing body of research on the indirect effects of health consciousness on consumer behavior, highlighting the important role of emotional (anxiety) and self-congruity factors in shaping the MPE toward reduced-sugar labeled products.Practical implicationsBy understanding the complex interplay between the variables of the antecedents and consequences of MPE for reduced-sugar labeled products, which engenders consumer attitude and belief about sugar intake, marketers and policymakers can develop more effective campaign strategies to promote such products and, consequently, a healthy diet and lifestyle.Originality/valueThis study is one of the few to investigate the moderating effects of the fresh start mindset on the MPE of reduced-sugar labeled products. Moreover, the study contributes to the growing body of research on the indirect effects of health consciousness on consumer behavior, highlighting the critical role emotional (i.e. anxiety) and cognitive (i.e. self-congruity) factors play in shaping the outcome of the MPE of reduced-sugar labeling in products.

PurposeThis study aims to provide the theoretical roots, research trajectories and promising research directions of green marketing in marketing and related fields.Design/methodology/approachThis study integrates three bibliometric analyses, i.e. co-citation analysis, historical direct citation analysis and co-occurrence analysis, and a qualitative review to examine the 781 publications that matched the search criteria between January 1991 and December 2021 from the Web of Science (WoS) database.FindingsThe research findings show that eleven groups of cited references characterize the theoretical roots of green marketing in marketing and related fields. Besides, the two main research trajectories identified were found to be developed under the impact of prior studies. Moreover, the four research themes concerning this research domain are presented. The results also highlight promising research directions.Research limitations/implicationsBased on the quantitative bibliometric analysis and qualitative literature reviews, this study has provided a comprehensive overview of the current stage of this domain. The study also has underscored an abundance of green marketing literature and revealed the research topics that require further investigations to theoretically and empirically advance the understanding of green marketing.Practical implicationsSome topics about green marketing were recommended for further research. Some practical examples and suggestions are also given in the study.Originality/valueThis study reviewed 781 publications at the intersection of green marketing research domain in marketing and related fields to identify the theoretical roots, research trajectories and research themes and to propose promising research avenues.

PurposeThe purpose of this study was to theorize and examine a Pygmalion perspective in how leader and coworker expectations predict in-role and ex-role employee green behavior (EGB).Design/methodology/approachUsing a time-lagged field study, data were collected from a sample of 71 leaders and 340 members to examine the hypothesized relationships with a multilevel model (group level and individual level).FindingsThe results showed that leader green behavior and self-efficacy for EGB (i.e. the Pygmalion process) mediate the relationship between leader expectations and EGB, while self-efficacy mediates the relationship between coworker expectations and EGB. In addition, this study found that the effect of coworker expectations and EGB via self-efficacy is stronger when leaders themselves demonstrate a higher level of green behavior.Originality/valueThis study also aims to provide a multilevel theory and investigates the interplay between multilevel variables in encouraging EGB. It also extends previous EGB literature through investigating a different process (i.e. the Pygmalion process) relating leader expectations for EGB to EGB. Moreover, this study develops implications of Pygmalion process on EGB from theoretical and practical perspectives.

PurposeThis study aims to examine how the clickbait headlines influence the perceived source credibility, subjective norm, perceived benefit and purchasing intention of customers on social commerce through social media platforms in different interpersonal relationship strength scenarios.Design/methodology/approachA total of three studies were employed online to test the hypotheses. Study 1 used a single-factor, two-condition (clickbait: yes vs no) between-subject design. Both study 2 and study 3 employed a 2 (clickbait: yes vs no) × 2 (relationships: close friend vs stranger) between-subject design. All data were sourced randomly from 729 respondents in China. Data and models were analyzed by using SPSS and Mplus.FindingsStudy 1 illustrated that clickbait has a negative effect on perceived credibility and purchase intention, and the perceived credibility mediated the relationship between clickbait and purchase intention. Study 2 replicated such finding and demonstrated that the interpersonal relationship strength interacts with the influence from clickbait to purchase intention. Study 3 enhanced the mechanism of source credibility found in the above studies and further revealed that perceived benefit and perceived norm had a mediating role in the purchase-making process online.Originality/valueResearch efforts to date concentrate on how to detect and reduce clickbait headlines. This paper adopts a different perspective, considering the consequences of clickbait in the marketing domain. This study reveals the effects of clickbait on purchase intention and the mechanism behind this process under different scenarios.

PurposeThe study aims to integrate the insights gained from the gambling industry into a value creation conceptual framework for analyzing the influence of digital technology application. Both primary and secondary data from industry practitioners are examined and discussed.Design/methodology/approachIn-depth interviews covering top management from six major casinos in Macau were conducted with industry experts, who provided the pioneering feedback on digitalization technology implemented with examples from major casino cities, including Macau, Las Vegas, Monte Carlo, Singapore, Seoul and some others.FindingsThe study provides an overview of the current status of the application of digital technology in the gambling industry and the level of the feasibility, practicability and profitability of this development on the casino floor. Digital technologies are found to augment the gambling industry in aspects of the product, service and operational structure. Research also discovers that benefits and values gained by the casino can be categorized in three dimensions: (1) value perceived by the customer, (2) value obtained from the customer and (3) value gained by the firm.Originality/valueThe research serves as a reference for Macau policymakers regarding regulations on emerging digital technologies in the gambling industry, as well as for casino management seeking to understand new potential business opportunities and future developments in digitalization.

PurposeThis research extends the theory of planned behaviour (TPB) and aims to study the underlying factors that influence Chinese consumers' purchase intentions towards green products. The conceptual model encompasses four elements (subjective norms, perceived behaviour control, moral norms and attitude) and one consumer response (purchase intention).Design/methodology/approachThe current research employs a questionnaire survey and two experiments. In Study 1, the hypotheses were tested using structural equation modelling with 485 consumers in China. Study 2 employed a single-factor, two-condition (morally engaged vs control), between-subject design.FindingsThe findings reveal that the morally extended TPB framework is more applicable in predicting Chinese consumers' green purchase intentions than the original TPB model. Attitude plays the most significant role in predicting purchase intentions, and moral norms prove to be a mediator of the relationship between the original construct of subjective norms and purchase intentions. The findings further revealed that moral norms comprise the underlying mechanism of the relationship between subjective norms and attitude.Originality/valueThis study therefore expands the TPB theory by including moral norms. Moreover, it contributes to the literature by clarifying the direct, indirect and total effects of each TPB element on the purchase intentions towards green products. Finally, managerial implications are given.

Purpose This paper aims to learn about consumers' information disclosing patterns in the mobile internet context by investigating how demographic, geographic and psychological factors influence their information disclosing willingness (IDW).Design/methodology/approach Drawing on self-disclosure theory, the authors carried out simple linear regression analyses on a Chinese sample of 10,000 participants.Findings The results revealed that significant gender differences exist between males and females in their IDW in mobile internet context, and females have higher IDW than males do. And the authors also found that first-tier (third tier) citizens have the lowest (highest) IDW in their mobile internet usage.Originality/value This study offers three implications. First, this paper captures the insight of IDW within the mobile internet context, while previous studies mostly focus on the desktop internet context. Second, the results show that females have higher willingness to disclose than males do in the context of mobile internet, which is different from the findings of prior studies that females have higher privacy concerns and lower disclosing willingness in the context of desktop internet. Thirdly, this research introduces city tiers as a new approach to the study of IDW, which is one of the first studies exploring the geographical effect on information privacy.

Purpose
The purpose of this paper is to investigate the marketing results of video blogging (vlogging). In particular, the authors are interested in understanding which video bloggers (vloggers) can better help marketers develop their brand image, which vlog viewers tend to evaluate vlogger-endorsed brands more positively, and how these effects occur.


Design/methodology/approach
A questionnaire survey was conducted with a convenience sample online. A total of 401 valid responses were collected. Regression analyses and bootstrapping were used to test the hypotheses.


Findings
The authors found that vloggers' physical and social attractiveness and the audience's viewing motives (entertainment motive and relationship-building motive) and behavior (time spent on the media) increased the audience's evaluations of the brands endorsed by the vloggers (perceived brand quality, brand affect and brand preference). The authors also found that these relationships were mediated by the parasocial interaction (PSI) between the vloggers and the audience.


Practical implications
The findings of this study suggest that marketers can develop relationships with consumers and enhance their brand evaluations via vloggers. This strategy is more effective when brand managers use more attractive vloggers and target viewers who spend a lot of time on vlogs seeking entertainment or hoping to build relationships.


Originality/value
This study contributes to the literature by showing that vlogging can affect brand evaluations through the development of PSI between vloggers and viewers. The authors extended the focus of vlog marketing research from consumers' watching and sharing behaviors and their perception of vloggers to brand evaluations, from vloggers' characteristics to viewers' characteristics and from the Western to the Eastern context.

PurposeThis study aims to introduce a compelling customer value score method (CVSM), which is applicable for different product categories, and elaborates customer values in three components (direct economic value, depth of direct economic value and breadth of the indirect economic value) throughout three stages of customer journey.Design/methodology/approachThis study collected data from the Internet-shopping platforms, namely Taobao and T-Mall from 2019 to 2020 with particular focus on three product categories: lipstick (fast-moving consumer goods), mobile phones (durable goods) and alcohol (a hybrid of the other two product types) from 37 selected firms. The CVSM employs an entropy-based multiple criteria analysis, of which the weight of each indictor is not fixed artificially, but computed by the entropy-based method that calculates informative differences among the indicators (profit, revenue, positive reviews, search index and likes and favorites).FindingsThe result shows that product categories and market status have a moderation effect on three components in customer values. The findings suggested marketing strategies for different consumer goods, where the fast-moving consumer goods like lipstick should focus on the pre-purchase stage while the durable goods should emphasize post-purchase stage when the market is rapidly changing.Originality/valueThe study brings new insights to Kumar's customer value theory by integrating product categories and the market status, revealing that three components of customer values differ in their contributions to the whole customer values. This paper further contributed managerial suggestions for marketers with regards to three stages of customer journey.

AbstractLimited‐edition advertising on a limited quantity available to be sold (limited quantity scarcity) is used to increase product value, thereby enticing consumers. This type of limited‐edition advertising has been proven to be effective for luxury brands; as a result, its adoption has increased over the years. However, are limited editions effective across all consumption situations? The current study argues that limited‐edition advertising may not always work as well as previously thought and that it is only effective when (1) consumers are in emotional (vs. cognitive) consumption contexts; (2) the consumption is socially visible (vs. invisible); and (3) the country of origin where the luxury product was made is favorable (vs. unfavorable). The results of two experiments using 807 participants confirmed the study's hypotheses. More importantly, the findings showed that limited‐edition advertising had detrimental effects in a cognitive consumption context; that is, using limited‐edition advertising in a cognitive consumption context decreased consumers' purchase intentions. Theoretical and managerial implications are discussed.