Marketing Intelligence & PlanningTable of Contents for Marketing Intelligence & Planning. List of articles from the current issue, including Just Accepted (EarlyCite)https://www.emerald.com/insight/publication/issn/0263-4503/vol/42/iss/2?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestMarketing Intelligence & PlanningEmerald Publishing LimitedMarketing Intelligence & PlanningMarketing Intelligence & Planninghttps://www.emerald.com/insight/proxy/containerImg?link=/resource/publication/journal/d4a7c7245dbe134b096894227b0ee16b/urn:emeraldgroup.com:asset:id:binary:mip.cover.jpghttps://www.emerald.com/insight/publication/issn/0263-4503/vol/42/iss/2?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestBarriers to online second-hand purchase behaviorhttps://www.emerald.com/insight/content/doi/10.1108/MIP-03-2023-0093/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestIn this context, the aim of the present research is to examine what factors determine that consumers restrain from shopping used products through the Internet. So, this research aims to analyze what makes consumers prevent from shopping second-hand products online. For this purpose, the authors propose and empirically test a conceptual model of the barriers towards online second-hand shopping behavior. Drawing on a sample of 405 consumers data were analyzed through structural equation modeling (SEM). The findings reveal that contamination effects and the lack of trust towards the online store, followed by the low perceived product reliability and the poor product perceived quality prevent consumers from shopping used products online. Conversely, consumer embarrassment for shopping second-hand products and the purchase uncertainty do not influence consumers' second-hand shopping behavior. This study contributes to the marketing literature on second-hand shopping, being an attempt to explore the factors that prevent consumers from purchasing used products through the Internet.Barriers to online second-hand purchase behavior
Cristina Calvo-Porral, Javier Orosa-González, Nuria Viejo-Fernández
Marketing Intelligence & Planning, Vol. 42, No. 2, pp.213-233

In this context, the aim of the present research is to examine what factors determine that consumers restrain from shopping used products through the Internet. So, this research aims to analyze what makes consumers prevent from shopping second-hand products online.

For this purpose, the authors propose and empirically test a conceptual model of the barriers towards online second-hand shopping behavior. Drawing on a sample of 405 consumers data were analyzed through structural equation modeling (SEM).

The findings reveal that contamination effects and the lack of trust towards the online store, followed by the low perceived product reliability and the poor product perceived quality prevent consumers from shopping used products online. Conversely, consumer embarrassment for shopping second-hand products and the purchase uncertainty do not influence consumers' second-hand shopping behavior.

This study contributes to the marketing literature on second-hand shopping, being an attempt to explore the factors that prevent consumers from purchasing used products through the Internet.

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Barriers to online second-hand purchase behavior10.1108/MIP-03-2023-0093Marketing Intelligence & Planning2023-12-19© 2023 Emerald Publishing LimitedCristina Calvo-PorralJavier Orosa-GonzálezNuria Viejo-FernándezMarketing Intelligence & Planning4222023-12-1910.1108/MIP-03-2023-0093https://www.emerald.com/insight/content/doi/10.1108/MIP-03-2023-0093/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Modelling the traits of consumer resilience: implications to emerging marketshttps://www.emerald.com/insight/content/doi/10.1108/MIP-05-2023-0196/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe author identifies the traits of consumer resilience in emerging markets, classifies these major traits into five categories and analyses the influence relationships among them with distinctive focus on the psychological and personal resilience aspects. The influence relations among the traits of consumer resilience from an expert perspective were identified with typical focus on electronic supply chains, and later the same was analysed through an intelligent influence modelling method, the grey causal modelling (GCM). The major traits were analysed using the GCM, where the cause–consequence relations were observed for various objectives and the situational effects are noted. By constructing a magnitude plot and further a causal magnitude table, the important influence traits of consumer resilience for the considered case were observed and the same were auxiliary validated using an interpretive structural modelling (ISM) based approach. As perceived from the results, it is evident that social support and recommendations from customers emerge as the principal influence traits of consumer resilience from an expert perspective, considering the case. The study can be further extended empirically to validate the findings. Altogether, the author can recommend for practitioners that the influence of family, society, friends, peers as well as ratings from the customers can determine the level of consumer resilience. Hence, practitioners of customer relationship management can focus on improving the product and brand awareness among customers, so that more customers may recommend for typical products. Consumer resilience depend on several factors, where the author has identified 25 major traits of the same and classified them into five major categories, including individual psychological factors, individual attitudes, individual socio demographic factors, micro environmental factors and macro environmental factors and the influence relations among them were studied from an expert perspective.Modelling the traits of consumer resilience: implications to emerging markets
R. Rajesh
Marketing Intelligence & Planning, Vol. 42, No. 2, pp.234-261

The author identifies the traits of consumer resilience in emerging markets, classifies these major traits into five categories and analyses the influence relationships among them with distinctive focus on the psychological and personal resilience aspects.

The influence relations among the traits of consumer resilience from an expert perspective were identified with typical focus on electronic supply chains, and later the same was analysed through an intelligent influence modelling method, the grey causal modelling (GCM).

The major traits were analysed using the GCM, where the cause–consequence relations were observed for various objectives and the situational effects are noted. By constructing a magnitude plot and further a causal magnitude table, the important influence traits of consumer resilience for the considered case were observed and the same were auxiliary validated using an interpretive structural modelling (ISM) based approach.

As perceived from the results, it is evident that social support and recommendations from customers emerge as the principal influence traits of consumer resilience from an expert perspective, considering the case. The study can be further extended empirically to validate the findings.

Altogether, the author can recommend for practitioners that the influence of family, society, friends, peers as well as ratings from the customers can determine the level of consumer resilience. Hence, practitioners of customer relationship management can focus on improving the product and brand awareness among customers, so that more customers may recommend for typical products.

Consumer resilience depend on several factors, where the author has identified 25 major traits of the same and classified them into five major categories, including individual psychological factors, individual attitudes, individual socio demographic factors, micro environmental factors and macro environmental factors and the influence relations among them were studied from an expert perspective.

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Modelling the traits of consumer resilience: implications to emerging markets10.1108/MIP-05-2023-0196Marketing Intelligence & Planning2023-12-22© 2023 Emerald Publishing LimitedR. RajeshMarketing Intelligence & Planning4222023-12-2210.1108/MIP-05-2023-0196https://www.emerald.com/insight/content/doi/10.1108/MIP-05-2023-0196/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Exploring the role of self-conscious emotions between consumer minimalism and rental behaviorhttps://www.emerald.com/insight/content/doi/10.1108/MIP-07-2023-0322/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis research aims to examine how consumer minimalism (CM), self-conscious feelings (such as consumer guilt (CG) and consumer pride (CP)) and the inclination to use rental services interact. It also looks at how attitudes toward pro-environmental advertisements affect these relationships as a moderator, recognizing the importance of pro-environmental advertising in influencing consumer behavior. This study employed a quantitative methodology to investigate the aforementioned associations. Survey questionnaires are used to collect data, which is then analyzed using AMOS 25 and Process Macro to generate meaningful insights. The findings indicate that the willingness to use rental services is directly associated with CM, while self-conscious emotions (SCEs) play the role of a mediator in this relationship. It is essential to recognize the limitations of this study. There may be other variables at play, but the research focuses on SCEs (CG and CP) and their role as mediators. The findings must be interpreted based on the selected research methodology and sample size. Future research could investigate additional variables and enlarge the sample size to increase generalizability. Targeted marketing can leverage CM, SCEs and willingness to use rental services. Recognizing the moderating effect of attitude toward pro-environmental advertisements can help create more effective campaigns promoting environmental behavior. Underpinned by SCEs, the current study is one of the initial studies to explain how CM encourages responsible environmental behavior through access-based consumption models.Exploring the role of self-conscious emotions between consumer minimalism and rental behavior
Sita Mishra, Tapas Ranjan Moharana, Ravi Chatterjee
Marketing Intelligence & Planning, Vol. 42, No. 2, pp.262-283

This research aims to examine how consumer minimalism (CM), self-conscious feelings (such as consumer guilt (CG) and consumer pride (CP)) and the inclination to use rental services interact. It also looks at how attitudes toward pro-environmental advertisements affect these relationships as a moderator, recognizing the importance of pro-environmental advertising in influencing consumer behavior.

This study employed a quantitative methodology to investigate the aforementioned associations. Survey questionnaires are used to collect data, which is then analyzed using AMOS 25 and Process Macro to generate meaningful insights.

The findings indicate that the willingness to use rental services is directly associated with CM, while self-conscious emotions (SCEs) play the role of a mediator in this relationship.

It is essential to recognize the limitations of this study. There may be other variables at play, but the research focuses on SCEs (CG and CP) and their role as mediators. The findings must be interpreted based on the selected research methodology and sample size. Future research could investigate additional variables and enlarge the sample size to increase generalizability.

Targeted marketing can leverage CM, SCEs and willingness to use rental services. Recognizing the moderating effect of attitude toward pro-environmental advertisements can help create more effective campaigns promoting environmental behavior.

Underpinned by SCEs, the current study is one of the initial studies to explain how CM encourages responsible environmental behavior through access-based consumption models.

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Exploring the role of self-conscious emotions between consumer minimalism and rental behavior10.1108/MIP-07-2023-0322Marketing Intelligence & Planning2023-12-29© 2023 Emerald Publishing LimitedSita MishraTapas Ranjan MoharanaRavi ChatterjeeMarketing Intelligence & Planning4222023-12-2910.1108/MIP-07-2023-0322https://www.emerald.com/insight/content/doi/10.1108/MIP-07-2023-0322/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Beyond the storefront: empirical insights into consumers' responses to omnichannel apparel retailershttps://www.emerald.com/insight/content/doi/10.1108/MIP-06-2023-0306/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis research investigates apparel consumers' psychological and behavioral responses to omnichannel (OC) integration. Specifically, the study applies the cognitive–affective–conative (CAC) model to reveal consumers' decision-making process under the impact of channel integration quality (CIQ), perceived fluency (PF) and cognitive and affective trust (AT). Primary data were collected through an online survey. In total, 657 eligible responses were received. This study applied partial least square structural equation modeling for data analysis. The findings demonstrate that the extrinsic cognitive factor, CIQ, substantially affects consumers' intrinsic cognition (cognitive trust [CT] and PF), which consequently fosters consumers' AT and shopping intentions. Specifically, integrated promotion and transaction information positively affects CT, while integrated product and price and information access negatively impact CT. All the dimensions of CIQ, except integrated promotion (IP), significantly affect PF. CT and AT exhibit mediation effects in the CAC model. Apparel brands and retailers may apply the findings to effectively design their retail channels and implement channel integration to boost consumers' shopping intentions and trust. This study is one of the pioneering studies applying the CAC model to empirically examine OC consumers' decision-making process. It is also among the first to determine that cognitive and AT have theoretical distinctions in the OC retailing setting.Beyond the storefront: empirical insights into consumers' responses to omnichannel apparel retailers
Yini Chen, Ting Chi
Marketing Intelligence & Planning, Vol. 42, No. 2, pp.284-303

This research investigates apparel consumers' psychological and behavioral responses to omnichannel (OC) integration. Specifically, the study applies the cognitive–affective–conative (CAC) model to reveal consumers' decision-making process under the impact of channel integration quality (CIQ), perceived fluency (PF) and cognitive and affective trust (AT).

Primary data were collected through an online survey. In total, 657 eligible responses were received. This study applied partial least square structural equation modeling for data analysis.

The findings demonstrate that the extrinsic cognitive factor, CIQ, substantially affects consumers' intrinsic cognition (cognitive trust [CT] and PF), which consequently fosters consumers' AT and shopping intentions. Specifically, integrated promotion and transaction information positively affects CT, while integrated product and price and information access negatively impact CT. All the dimensions of CIQ, except integrated promotion (IP), significantly affect PF. CT and AT exhibit mediation effects in the CAC model.

Apparel brands and retailers may apply the findings to effectively design their retail channels and implement channel integration to boost consumers' shopping intentions and trust.

This study is one of the pioneering studies applying the CAC model to empirically examine OC consumers' decision-making process. It is also among the first to determine that cognitive and AT have theoretical distinctions in the OC retailing setting.

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Beyond the storefront: empirical insights into consumers' responses to omnichannel apparel retailers10.1108/MIP-06-2023-0306Marketing Intelligence & Planning2023-12-29© 2023 Emerald Publishing LimitedYini ChenTing ChiMarketing Intelligence & Planning4222023-12-2910.1108/MIP-06-2023-0306https://www.emerald.com/insight/content/doi/10.1108/MIP-06-2023-0306/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Real versus virtual celebrity endorsement: presentation of online product information and consumer attitudes toward digital productshttps://www.emerald.com/insight/content/doi/10.1108/MIP-06-2023-0288/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis paper aims to reveal the influence of the presentation of online product information (POPI) on consumer attitudes in the context of online buying digital products. Two main experimental designs are used to collect data. The ANOVA, t-test and Bootstrap methods are applied to check hypotheses. Findings of Study 1 indicate that if the POPI is combined with different types of celebrity endorsement (CE) (real vs virtual), the self-brand connection will be changed and further influence consumer attitudes toward digital products. Study 2 verifies the diverse moderating effects of the type of virtual CE. The CRP (central-route presentation) online product information with SVCE (super-realistic-digital virtual CE) can decrease consumer attitudes, while the PRP (peripheral-route presentation) online product information with AVCE (anthropomorphic virtual CE) can enhance consumer attitudes. E-commerce enterprises should optimize the current layout of POPI by considering diverse matchings between POPI and CE to increase consumer attitudes. Moreover, marketers could make various schemes of POPI considering (virtual) CE and self-brand connection. Findings contribute to understanding the relationship between POPI and consumer attitudes considering the mediation of self-brand connection and the mediations of virtual/real CE. Additionally, this study bridges the gap between research on virtual CE and business practices.Real versus virtual celebrity endorsement: presentation of online product information and consumer attitudes toward digital products
Baoku Li, Yafeng Nan
Marketing Intelligence & Planning, Vol. 42, No. 2, pp.304-328

This paper aims to reveal the influence of the presentation of online product information (POPI) on consumer attitudes in the context of online buying digital products.

Two main experimental designs are used to collect data. The ANOVA, t-test and Bootstrap methods are applied to check hypotheses.

Findings of Study 1 indicate that if the POPI is combined with different types of celebrity endorsement (CE) (real vs virtual), the self-brand connection will be changed and further influence consumer attitudes toward digital products. Study 2 verifies the diverse moderating effects of the type of virtual CE. The CRP (central-route presentation) online product information with SVCE (super-realistic-digital virtual CE) can decrease consumer attitudes, while the PRP (peripheral-route presentation) online product information with AVCE (anthropomorphic virtual CE) can enhance consumer attitudes.

E-commerce enterprises should optimize the current layout of POPI by considering diverse matchings between POPI and CE to increase consumer attitudes. Moreover, marketers could make various schemes of POPI considering (virtual) CE and self-brand connection.

Findings contribute to understanding the relationship between POPI and consumer attitudes considering the mediation of self-brand connection and the mediations of virtual/real CE. Additionally, this study bridges the gap between research on virtual CE and business practices.

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Real versus virtual celebrity endorsement: presentation of online product information and consumer attitudes toward digital products10.1108/MIP-06-2023-0288Marketing Intelligence & Planning2023-12-29© 2023 Emerald Publishing LimitedBaoku LiYafeng NanMarketing Intelligence & Planning4222023-12-2910.1108/MIP-06-2023-0288https://www.emerald.com/insight/content/doi/10.1108/MIP-06-2023-0288/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
A comparison of short form Marlowe–Crowne and “best friends” social desirability bias measureshttps://www.emerald.com/insight/content/doi/10.1108/MIP-06-2023-0258/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this study is to compare two different types of measures of social desirability bias (SDB), a short form of the Marlowe–Crowne measure, a popular direct measure, and an example of a projective technique where half of the respondents record the views of their “best friends”. The data were collected using an online survey of members of a consumer panel. The context chosen to test the SDB measures was that of attitudes toward counterfeit products and xenocentrism in Colombia. Counterfeit proneness, attitude toward counterfeit products and consumer xenocentrism were selected as variables likely to be affected by SDB. Vertical and horizontal collectivism were included as variables likely to influence the first group of variables while not being themselves subject to SDB. The projective technique consistently identified higher levels of SDB effects, as hypothesized. Marked differences emerged in the apparent strength of the relationships between the operational constructs depending upon which measure of SDB was used. At times, whether any such relationship might exist depended on the SDB measure used. Contrary to some prior work, no systematic gender effects were identified using either approach. The first study to provide evidence of the comparative effects of different types of measures of SDB in research into ethical issues. One of the few to demonstrate how apparent relationships between variables can be created by SDB.A comparison of short form Marlowe–Crowne and “best friends” social desirability bias measures
José I. Rojas-Méndez, Gary Davies
Marketing Intelligence & Planning, Vol. 42, No. 2, pp.329-345

The purpose of this study is to compare two different types of measures of social desirability bias (SDB), a short form of the Marlowe–Crowne measure, a popular direct measure, and an example of a projective technique where half of the respondents record the views of their “best friends”.

The data were collected using an online survey of members of a consumer panel. The context chosen to test the SDB measures was that of attitudes toward counterfeit products and xenocentrism in Colombia. Counterfeit proneness, attitude toward counterfeit products and consumer xenocentrism were selected as variables likely to be affected by SDB. Vertical and horizontal collectivism were included as variables likely to influence the first group of variables while not being themselves subject to SDB.

The projective technique consistently identified higher levels of SDB effects, as hypothesized. Marked differences emerged in the apparent strength of the relationships between the operational constructs depending upon which measure of SDB was used. At times, whether any such relationship might exist depended on the SDB measure used. Contrary to some prior work, no systematic gender effects were identified using either approach.

The first study to provide evidence of the comparative effects of different types of measures of SDB in research into ethical issues. One of the few to demonstrate how apparent relationships between variables can be created by SDB.

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A comparison of short form Marlowe–Crowne and “best friends” social desirability bias measures10.1108/MIP-06-2023-0258Marketing Intelligence & Planning2024-01-01© 2023 Emerald Publishing LimitedJosé I. Rojas-MéndezGary DaviesMarketing Intelligence & Planning4222024-01-0110.1108/MIP-06-2023-0258https://www.emerald.com/insight/content/doi/10.1108/MIP-06-2023-0258/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
The influence of quality of big data marketing analytics on marketing capabilities: the impact of perceived market performance!https://www.emerald.com/insight/content/doi/10.1108/MIP-07-2023-0319/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestBig data marketing analytics (BDMA) has been discovered to be a key contributing factor to developing necessary marketing capabilities. This research aims to investigate the impact of the technology and information quality of BDMA on the critical marketing capabilities by differentiating between firms with low and high perceived market performance. The responses were collected from marketing professionals familiar with BDMA in North America (N = 236). The analysis was done with partial least squares-structural equation modelling (PLS-SEM). The results indicated positive and significant relationships between the information and technology quality as exogenous constructs and the endogenous constructs of the marketing capabilities of marketing planning, implementation and customer relationship management (CRM) with mainly moderate effect sizes. Differences in the path coefficients in the structural model were detected between firms with low and high perceived market performance. This research indicates the critical role of technology and information quality in developing marketing capabilities. The study discovered heterogeneity in the sample population when using the low and high perceived market performance as the source of potential heterogeneity, the presence of which would likely cause a threat to the validity of the results in case heterogeneity is not considered. Thus, this research builds on previous research by considering this issue.The influence of quality of big data marketing analytics on marketing capabilities: the impact of perceived market performance!
Matti Juhani Haverila, Kai Christian Haverila
Marketing Intelligence & Planning, Vol. 42, No. 2, pp.346-372

Big data marketing analytics (BDMA) has been discovered to be a key contributing factor to developing necessary marketing capabilities. This research aims to investigate the impact of the technology and information quality of BDMA on the critical marketing capabilities by differentiating between firms with low and high perceived market performance.

The responses were collected from marketing professionals familiar with BDMA in North America (N = 236). The analysis was done with partial least squares-structural equation modelling (PLS-SEM).

The results indicated positive and significant relationships between the information and technology quality as exogenous constructs and the endogenous constructs of the marketing capabilities of marketing planning, implementation and customer relationship management (CRM) with mainly moderate effect sizes. Differences in the path coefficients in the structural model were detected between firms with low and high perceived market performance.

This research indicates the critical role of technology and information quality in developing marketing capabilities. The study discovered heterogeneity in the sample population when using the low and high perceived market performance as the source of potential heterogeneity, the presence of which would likely cause a threat to the validity of the results in case heterogeneity is not considered. Thus, this research builds on previous research by considering this issue.

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The influence of quality of big data marketing analytics on marketing capabilities: the impact of perceived market performance!10.1108/MIP-07-2023-0319Marketing Intelligence & Planning2024-01-02© 2023 Emerald Publishing LimitedMatti Juhani HaverilaKai Christian HaverilaMarketing Intelligence & Planning4222024-01-0210.1108/MIP-07-2023-0319https://www.emerald.com/insight/content/doi/10.1108/MIP-07-2023-0319/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Service contract type and consumer choice behavior: the contributory roles of perceived value, brand reputation and consumer incentiveshttps://www.emerald.com/insight/content/doi/10.1108/MIP-01-2023-0028/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestTo minimize customer churn, many service providers offer consumers the option of automatic contract renewal at the end of a contract period. Such agreements are known as rollover service contracts (RSCs). This research quantifies the effect of RSCs and other related factors, such as incentives, on consumers' service choice decisions. The study adopts choice-based conjoint analysis to assess the effect of RSCs on consumers' choices and to determine whether effect size varies when selecting a cell phone network or gym/leisure club provider, which represent lower-priced utilitarian and higher-priced hedonic services. It was found that RSCs produce negative perceptions and intended behaviors for the majority of consumers across different product types. Nevertheless, as explained by social exchange theory, many individuals may be persuaded to enter into a RSC on the basis of reciprocity if they are offered an incentive such as a price discount or free product add-on. In the marketing domain, this is the first comprehensive study to quantify the role of contract type among a range of other factors in consumers' decision-making when selecting a service. The authors' results offer context-specific implications for service marketers. First, RSCs are perceived more negatively in high-priced hedonistic categories, especially among those with lower incomes. Second, price discounts are more effective than product add-ons for motivating hedonic purchases, while product add-ons work better with utilitarian services.Service contract type and consumer choice behavior: the contributory roles of perceived value, brand reputation and consumer incentives
Stephen Wilkins, John J. Ireland, Joe Hazzam, Philip Megicks
Marketing Intelligence & Planning, Vol. 42, No. 2, pp.373-392

To minimize customer churn, many service providers offer consumers the option of automatic contract renewal at the end of a contract period. Such agreements are known as rollover service contracts (RSCs). This research quantifies the effect of RSCs and other related factors, such as incentives, on consumers' service choice decisions.

The study adopts choice-based conjoint analysis to assess the effect of RSCs on consumers' choices and to determine whether effect size varies when selecting a cell phone network or gym/leisure club provider, which represent lower-priced utilitarian and higher-priced hedonic services.

It was found that RSCs produce negative perceptions and intended behaviors for the majority of consumers across different product types. Nevertheless, as explained by social exchange theory, many individuals may be persuaded to enter into a RSC on the basis of reciprocity if they are offered an incentive such as a price discount or free product add-on.

In the marketing domain, this is the first comprehensive study to quantify the role of contract type among a range of other factors in consumers' decision-making when selecting a service. The authors' results offer context-specific implications for service marketers. First, RSCs are perceived more negatively in high-priced hedonistic categories, especially among those with lower incomes. Second, price discounts are more effective than product add-ons for motivating hedonic purchases, while product add-ons work better with utilitarian services.

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Service contract type and consumer choice behavior: the contributory roles of perceived value, brand reputation and consumer incentives10.1108/MIP-01-2023-0028Marketing Intelligence & Planning2024-01-04© 2023 Emerald Publishing LimitedStephen WilkinsJohn J. IrelandJoe HazzamPhilip MegicksMarketing Intelligence & Planning4222024-01-0410.1108/MIP-01-2023-0028https://www.emerald.com/insight/content/doi/10.1108/MIP-01-2023-0028/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Celebrity endorser scandal: a literature review and future research agendahttps://www.emerald.com/insight/content/doi/10.1108/MIP-03-2023-0121/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestIn recent years, negative spokesperson incidents have raised significant concerns in academia and industry. While several studies have addressed celebrity endorser scandals, comprehensive analyses of current knowledge are lacking. Therefore, this study systematically reviewed the related literature to better understand trends and suggest future research directions for advancing this field. This study employs the theory–context–characteristics–methodology (TCCM) framework to examine 76 articles on celebrity endorser scandals. Utilizing the TCCM framework, this study presents a comprehensive research framework, revealing that (1) the celebrity endorser scandal effect primarily includes associative learning, attribution of responsibility, and moral reasoning; (2) entertainment celebrities and athletes have received significant research attention; (3) both individual- and relationship-level characteristics serve as crucial moderators, with focal brand and related brand being the primary outcome variables. Additionally, this study outlines enterprise response strategies, encompassing the reformation of existing spokesperson relationships and the establishment of future spokesperson connections; and (4) quantitative approaches dominate the field. This study integrates and expands existing research on celebrity endorser scandals while proposing future research opportunities to advance the field.Celebrity endorser scandal: a literature review and future research agenda
Keshan (Sara) Wei
Marketing Intelligence & Planning, Vol. ahead-of-print, No. ahead-of-print, pp.-

In recent years, negative spokesperson incidents have raised significant concerns in academia and industry. While several studies have addressed celebrity endorser scandals, comprehensive analyses of current knowledge are lacking. Therefore, this study systematically reviewed the related literature to better understand trends and suggest future research directions for advancing this field.

This study employs the theory–context–characteristics–methodology (TCCM) framework to examine 76 articles on celebrity endorser scandals.

Utilizing the TCCM framework, this study presents a comprehensive research framework, revealing that (1) the celebrity endorser scandal effect primarily includes associative learning, attribution of responsibility, and moral reasoning; (2) entertainment celebrities and athletes have received significant research attention; (3) both individual- and relationship-level characteristics serve as crucial moderators, with focal brand and related brand being the primary outcome variables. Additionally, this study outlines enterprise response strategies, encompassing the reformation of existing spokesperson relationships and the establishment of future spokesperson connections; and (4) quantitative approaches dominate the field.

This study integrates and expands existing research on celebrity endorser scandals while proposing future research opportunities to advance the field.

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Celebrity endorser scandal: a literature review and future research agenda10.1108/MIP-03-2023-0121Marketing Intelligence & Planning2024-03-28© 2024 Emerald Publishing LimitedKeshan (Sara) WeiMarketing Intelligence & Planningahead-of-printahead-of-print2024-03-2810.1108/MIP-03-2023-0121https://www.emerald.com/insight/content/doi/10.1108/MIP-03-2023-0121/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Role of product advantage in shaping product outcome: a hybrid reviewhttps://www.emerald.com/insight/content/doi/10.1108/MIP-04-2023-0155/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study examines current dynamics, consolidates current knowledge, elicits trends, identifies and analyzes primary research clusters, offers future directions, and develops an integrated framework for Product Advantage (PA) research. Using the SCOPUS database, this study applied bibliometric analysis (208 articles) and conducted content analysis on the 35 curated articles selected using a combination of bibliographic coupling and the most cited articles. This study presents the field’s publication trends, most relevant authors, articles, journals, and knowledge structures. It identifies six primary research themes and four major clusters using the thematic map and bibliographic coupling. Marketing and PA, New Product Development (NPD) and PA, Product Innovation and PA, and New product speed and PA are the main clusters. Finally, this study offers directions for future research and provides an integrated framework for PA research. By developing an ADO framework of PA, the study offers key insights into how PA shapes product outcomes and identifies key antecedents of PA. Firms must focus on firm factors such as market and technological orientation; product factors, such as development time and pre-announcement proficiency; external factors, such as competition; and environmental factors, such as competitive intensity and technological turbulence. It enables firms to create products with high PA, shaping product outcomes and contributing to their competitive advantage. This is the first study to conduct a two-stage sequential hybrid review of quality articles on PA. It offers an Antecedents-Decisions-Consequences (ADO) framework based on significant studies and offers cluster-wise directors for future research.Role of product advantage in shaping product outcome: a hybrid review
Hitesh Kalro, Mayank Joshipura
Marketing Intelligence & Planning, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study examines current dynamics, consolidates current knowledge, elicits trends, identifies and analyzes primary research clusters, offers future directions, and develops an integrated framework for Product Advantage (PA) research.

Using the SCOPUS database, this study applied bibliometric analysis (208 articles) and conducted content analysis on the 35 curated articles selected using a combination of bibliographic coupling and the most cited articles.

This study presents the field’s publication trends, most relevant authors, articles, journals, and knowledge structures. It identifies six primary research themes and four major clusters using the thematic map and bibliographic coupling. Marketing and PA, New Product Development (NPD) and PA, Product Innovation and PA, and New product speed and PA are the main clusters. Finally, this study offers directions for future research and provides an integrated framework for PA research.

By developing an ADO framework of PA, the study offers key insights into how PA shapes product outcomes and identifies key antecedents of PA. Firms must focus on firm factors such as market and technological orientation; product factors, such as development time and pre-announcement proficiency; external factors, such as competition; and environmental factors, such as competitive intensity and technological turbulence. It enables firms to create products with high PA, shaping product outcomes and contributing to their competitive advantage.

This is the first study to conduct a two-stage sequential hybrid review of quality articles on PA. It offers an Antecedents-Decisions-Consequences (ADO) framework based on significant studies and offers cluster-wise directors for future research.

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Role of product advantage in shaping product outcome: a hybrid review10.1108/MIP-04-2023-0155Marketing Intelligence & Planning2024-03-01© 2024 Emerald Publishing LimitedHitesh KalroMayank JoshipuraMarketing Intelligence & Planningahead-of-printahead-of-print2024-03-0110.1108/MIP-04-2023-0155https://www.emerald.com/insight/content/doi/10.1108/MIP-04-2023-0155/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
How the time of day impacts social media advertising outcomes on consumershttps://www.emerald.com/insight/content/doi/10.1108/MIP-04-2023-0172/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis research investigates how consumers who are most active on Facebook during the day vs in the evening differ, differ in their ad consumption, and how advertising effects vary as a function of a key moderator: gender. Using a survey of 281 people, the research identifies Facebook users who are more intensely using mobile social media during the day versus in the evening, and measures five Facebook mobile advertising outcomes: brand and product recall, clicking on ads, acting on ads and purchases. The results show that women who are using social media more intensely during the day are more likely to use Facebook to seek information, hence, Facebook mobile ads tend to be more effective for these users compared to those in the evening. This contributes to the literature by analyzing how the time of day affects social media behavior in relation to mobile advertising effectiveness, and broadening the scope of mobile advertising effectiveness research from other than just clicks on ads to include measures like brand and product recall. By analyzing the effectiveness of mobile advertising on social media as a function of the time of day, advertisers can be more targeted in their media buys, and so better use their social media budgets, i.e. advertising is more effective for women who use social media (Facebook) more intensely during the day than for those who use social media more intensely in the evening as the former tend to seek more information than the latter. This research extends media ecology theory by drawing on circadian rhythm research to provide a first demonstration of how the time of day relates to different uses of mobile social media, which in turn relate to social media mobile advertising consumption. While research on social media advertising has been steadily increasing, little has been explored on how users consume ads when they engage with social media at different periods along the day. This paper extends media ecology theory by investigating time of day, drawing on the circadian rhythm literature, and how it relates to social media usage.How the time of day impacts social media advertising outcomes on consumers
Valeria Noguti, David S. Waller
Marketing Intelligence & Planning, Vol. ahead-of-print, No. ahead-of-print, pp.-

This research investigates how consumers who are most active on Facebook during the day vs in the evening differ, differ in their ad consumption, and how advertising effects vary as a function of a key moderator: gender.

Using a survey of 281 people, the research identifies Facebook users who are more intensely using mobile social media during the day versus in the evening, and measures five Facebook mobile advertising outcomes: brand and product recall, clicking on ads, acting on ads and purchases.

The results show that women who are using social media more intensely during the day are more likely to use Facebook to seek information, hence, Facebook mobile ads tend to be more effective for these users compared to those in the evening.

This contributes to the literature by analyzing how the time of day affects social media behavior in relation to mobile advertising effectiveness, and broadening the scope of mobile advertising effectiveness research from other than just clicks on ads to include measures like brand and product recall.

By analyzing the effectiveness of mobile advertising on social media as a function of the time of day, advertisers can be more targeted in their media buys, and so better use their social media budgets, i.e. advertising is more effective for women who use social media (Facebook) more intensely during the day than for those who use social media more intensely in the evening as the former tend to seek more information than the latter.

This research extends media ecology theory by drawing on circadian rhythm research to provide a first demonstration of how the time of day relates to different uses of mobile social media, which in turn relate to social media mobile advertising consumption.

While research on social media advertising has been steadily increasing, little has been explored on how users consume ads when they engage with social media at different periods along the day. This paper extends media ecology theory by investigating time of day, drawing on the circadian rhythm literature, and how it relates to social media usage.

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How the time of day impacts social media advertising outcomes on consumers10.1108/MIP-04-2023-0172Marketing Intelligence & Planning2024-02-01© 2024 Emerald Publishing LimitedValeria NogutiDavid S. WallerMarketing Intelligence & Planningahead-of-printahead-of-print2024-02-0110.1108/MIP-04-2023-0172https://www.emerald.com/insight/content/doi/10.1108/MIP-04-2023-0172/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Should SMEs diversify their global destinations? The role of market insights and digital transformationhttps://www.emerald.com/insight/content/doi/10.1108/MIP-04-2023-0176/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to investigate the relationship between geographic diversification (GD) and export performance (EP) by analysing a sample of small exporters in an emerging market. The study sample comprised 96 small and medium-sized exporting enterprises (SMEs) in Vietnam. The data is analysed using multiple regression analysis (MRA), Hayes' process model and fuzzy-set qualitative comparative analysis (fsQCA). The results indicate that GD significantly negatively affects EP. In this dilemma, the export market orientation (EMO) and digital transformation positively moderated the relationship between GD and EP, such that the negative effect of GD on EP was weaker when EMO and digital were stronger. This initial study contributes significantly to international business theories and practices, which reveal the role of GD via firm digital capacity and EMO in thriving SMEs’ EP. This study might grant new insight into international business and a critical approach to addressing the new insights small firms may face in a fragile but technologically advanced world.Should SMEs diversify their global destinations? The role of market insights and digital transformation
Tien Dung Luu
Marketing Intelligence & Planning, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to investigate the relationship between geographic diversification (GD) and export performance (EP) by analysing a sample of small exporters in an emerging market.

The study sample comprised 96 small and medium-sized exporting enterprises (SMEs) in Vietnam. The data is analysed using multiple regression analysis (MRA), Hayes' process model and fuzzy-set qualitative comparative analysis (fsQCA).

The results indicate that GD significantly negatively affects EP. In this dilemma, the export market orientation (EMO) and digital transformation positively moderated the relationship between GD and EP, such that the negative effect of GD on EP was weaker when EMO and digital were stronger.

This initial study contributes significantly to international business theories and practices, which reveal the role of GD via firm digital capacity and EMO in thriving SMEs’ EP. This study might grant new insight into international business and a critical approach to addressing the new insights small firms may face in a fragile but technologically advanced world.

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Should SMEs diversify their global destinations? The role of market insights and digital transformation10.1108/MIP-04-2023-0176Marketing Intelligence & Planning2024-01-30© 2024 Emerald Publishing LimitedTien Dung LuuMarketing Intelligence & Planningahead-of-printahead-of-print2024-01-3010.1108/MIP-04-2023-0176https://www.emerald.com/insight/content/doi/10.1108/MIP-04-2023-0176/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
The impact of marketing appeals on consumer willingness to participate in virtual CSR co-creationhttps://www.emerald.com/insight/content/doi/10.1108/MIP-04-2023-0177/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study explores how businesses can effectively market functional and emotional benefits through virtual corporate social responsibility co-creation (VCSRC) initiatives. The aim is to enhance customer engagement through these initiatives. The initial phase of this study involved recruiting 185 Chinese university students as participants. These individuals were randomly distributed into four distinct experimental groups, each designed to investigate the influence of varied marketing appeals and common in-group identity (CIGI) on consumer engagement willingness. This phase also sought to elucidate the mediating role of CSR associations in these dynamics. Following this, the second study engaged 570 individuals, recruited through “Credamo,” for a group-based experiment. This subsequent phase was intended to validate the findings of the preliminary study and explore the varying intensities of interaction between different marketing appeals and CIGI, with a particular focus on the dichotomy of independent and interdependent self-construals. The study delineates a detailed relationship between consumers' willingness to participate in VCSRC, marketing appeals, and common in-group identity, revealing that strong common in-group identity correlates with a preference for functional appeals, while a weaker in-group identity inclines towards emotional appeals. Notably, interdependent self-construal significantly influences consumer responses, intensifying the interaction between in-group identity and marketing appeal and thereby influencing participation willingness. Moreover, CSR associations emerge as key mediators in this interaction, underscoring their role in enhancing the effectiveness of VCSRC strategies. These insights provide a new understanding of the crucial impact of consumer identity traits on marketing strategy efficacy. This research stands as a trailblazing endeavor in evaluating the effects of varied advertising appeals under the VCSR paradigm. It probes into the foundational mechanisms, leveraging insights from interaction alignment theory and persuasion theory to elucidate the processes involved.The impact of marketing appeals on consumer willingness to participate in virtual CSR co-creation
Jiemei Zhang, Bingxin Tang, Bei Lyu, Zhaoran Song
Marketing Intelligence & Planning, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study explores how businesses can effectively market functional and emotional benefits through virtual corporate social responsibility co-creation (VCSRC) initiatives. The aim is to enhance customer engagement through these initiatives.

The initial phase of this study involved recruiting 185 Chinese university students as participants. These individuals were randomly distributed into four distinct experimental groups, each designed to investigate the influence of varied marketing appeals and common in-group identity (CIGI) on consumer engagement willingness. This phase also sought to elucidate the mediating role of CSR associations in these dynamics. Following this, the second study engaged 570 individuals, recruited through “Credamo,” for a group-based experiment. This subsequent phase was intended to validate the findings of the preliminary study and explore the varying intensities of interaction between different marketing appeals and CIGI, with a particular focus on the dichotomy of independent and interdependent self-construals.

The study delineates a detailed relationship between consumers' willingness to participate in VCSRC, marketing appeals, and common in-group identity, revealing that strong common in-group identity correlates with a preference for functional appeals, while a weaker in-group identity inclines towards emotional appeals. Notably, interdependent self-construal significantly influences consumer responses, intensifying the interaction between in-group identity and marketing appeal and thereby influencing participation willingness. Moreover, CSR associations emerge as key mediators in this interaction, underscoring their role in enhancing the effectiveness of VCSRC strategies. These insights provide a new understanding of the crucial impact of consumer identity traits on marketing strategy efficacy.

This research stands as a trailblazing endeavor in evaluating the effects of varied advertising appeals under the VCSR paradigm. It probes into the foundational mechanisms, leveraging insights from interaction alignment theory and persuasion theory to elucidate the processes involved.

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The impact of marketing appeals on consumer willingness to participate in virtual CSR co-creation10.1108/MIP-04-2023-0177Marketing Intelligence & Planning2024-03-25© 2024 Emerald Publishing LimitedJiemei ZhangBingxin TangBei LyuZhaoran SongMarketing Intelligence & Planningahead-of-printahead-of-print2024-03-2510.1108/MIP-04-2023-0177https://www.emerald.com/insight/content/doi/10.1108/MIP-04-2023-0177/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Augmented reality in marketing: a close look at the current landscape and future possibilitieshttps://www.emerald.com/insight/content/doi/10.1108/MIP-04-2023-0180/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this study is to consolidate the fragmented research on augmented reality (AR) as a marketing tool and provide a comprehensive understanding of its possible marketing applications. The study conducted a systematic review and bibliometric analysis of 103 papers on AR-marketing to identify the most prevalent topics and conceptual frameworks. Performance analysis and science mapping were utilized to examine the key marketing domains influenced by AR. The analysis revealed that AR has had the biggest impact on marketing domains such as consumer acceptability, customer interactivity, retail, and destination marketing. The results of this study provide organizations with insights into the current state of AR-marketing, enabling them to successfully use AR to improve their marketing strategies. Furthermore, the study highlights potential areas for further research and development in AR for marketing. This research offers a valuable, comprehensive overview of AR’s role in marketing by systematically reviewing and analyzing the existing literature. The findings open doors for organizations and researchers to explore AR’s potential applications in marketing strategies and future research opportunities.Augmented reality in marketing: a close look at the current landscape and future possibilities
Syed Javeed, Gowhar Rasool, Anjali Pathania
Marketing Intelligence & Planning, Vol. ahead-of-print, No. ahead-of-print, pp.-

The purpose of this study is to consolidate the fragmented research on augmented reality (AR) as a marketing tool and provide a comprehensive understanding of its possible marketing applications.

The study conducted a systematic review and bibliometric analysis of 103 papers on AR-marketing to identify the most prevalent topics and conceptual frameworks. Performance analysis and science mapping were utilized to examine the key marketing domains influenced by AR.

The analysis revealed that AR has had the biggest impact on marketing domains such as consumer acceptability, customer interactivity, retail, and destination marketing.

The results of this study provide organizations with insights into the current state of AR-marketing, enabling them to successfully use AR to improve their marketing strategies. Furthermore, the study highlights potential areas for further research and development in AR for marketing.

This research offers a valuable, comprehensive overview of AR’s role in marketing by systematically reviewing and analyzing the existing literature. The findings open doors for organizations and researchers to explore AR’s potential applications in marketing strategies and future research opportunities.

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Augmented reality in marketing: a close look at the current landscape and future possibilities10.1108/MIP-04-2023-0180Marketing Intelligence & Planning2024-03-22© 2024 Emerald Publishing LimitedSyed JaveedGowhar RasoolAnjali PathaniaMarketing Intelligence & Planningahead-of-printahead-of-print2024-03-2210.1108/MIP-04-2023-0180https://www.emerald.com/insight/content/doi/10.1108/MIP-04-2023-0180/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Complement or substitute? A study of the impact of artificial intelligence on consumers’ resistancehttps://www.emerald.com/insight/content/doi/10.1108/MIP-04-2023-0187/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestArtificial intelligence (AI) is experiencing growth and prosperity worldwide because of its convenience and other benefits. However, AI faces challenges related to consumer resistance. Thus, drawing on the user resistance theory, this study explores factors that influence consumers’ resistance to AI and suggests ways to mitigate this negative influence. This study tested four hypotheses across four studies by conducting lab experiments. Study 1 used a questionnaire to verify the hypothesis that AI’s “substitute” image leads to consumer resistance to AI; Study 2 focused on the role of perceived threat as an underlying driver of resistance to AI. Studies 3–4 provided process evidence by the way of a measured moderator, testing whether AI with servant communication style and literal language style is resisted less. This study showed that AI’s “substitute” image increased users' resistance to AI. This occurs because the substitute image increases consumers’ perceived threat. The study also found that using servant communication and literal language styles in the interaction between AI and consumers can mitigate the negative effects of AI-substituted images. This study reveals the mechanism of action between AI image and consumers’ resistance and sheds light on how to choose appropriate image and expression styles for AI products, which is important for lowering consumer resistance to AI.Complement or substitute? A study of the impact of artificial intelligence on consumers’ resistance
Yupeng Mou, Yixuan Gong, Zhihua Ding
Marketing Intelligence & Planning, Vol. ahead-of-print, No. ahead-of-print, pp.-

Artificial intelligence (AI) is experiencing growth and prosperity worldwide because of its convenience and other benefits. However, AI faces challenges related to consumer resistance. Thus, drawing on the user resistance theory, this study explores factors that influence consumers’ resistance to AI and suggests ways to mitigate this negative influence.

This study tested four hypotheses across four studies by conducting lab experiments. Study 1 used a questionnaire to verify the hypothesis that AI’s “substitute” image leads to consumer resistance to AI; Study 2 focused on the role of perceived threat as an underlying driver of resistance to AI. Studies 3–4 provided process evidence by the way of a measured moderator, testing whether AI with servant communication style and literal language style is resisted less.

This study showed that AI’s “substitute” image increased users' resistance to AI. This occurs because the substitute image increases consumers’ perceived threat. The study also found that using servant communication and literal language styles in the interaction between AI and consumers can mitigate the negative effects of AI-substituted images.

This study reveals the mechanism of action between AI image and consumers’ resistance and sheds light on how to choose appropriate image and expression styles for AI products, which is important for lowering consumer resistance to AI.

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Complement or substitute? A study of the impact of artificial intelligence on consumers’ resistance10.1108/MIP-04-2023-0187Marketing Intelligence & Planning2024-03-27© 2024 Emerald Publishing LimitedYupeng MouYixuan GongZhihua DingMarketing Intelligence & Planningahead-of-printahead-of-print2024-03-2710.1108/MIP-04-2023-0187https://www.emerald.com/insight/content/doi/10.1108/MIP-04-2023-0187/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Engage to co-create! The drivers of brand co-creation on social commercehttps://www.emerald.com/insight/content/doi/10.1108/MIP-05-2023-0204/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestConsumers nowadays are no longer bystanders in the process of production but are proactive collaborators with the power to co-create value with brands. This study aims to explore the impact of social commerce on the co-creation process of brand value in a social commerce setting. A questionnaire survey was conducted online to gather 300 eligible responses. The data were empirically validated using the partial least squares structural equation modelling (PLS-SEM) method. The results indicated that brand engagement (BEN) is vital to brand co-creation (BCC) in social commerce, which could be driven by social-hedonic value (SHV) and social information sharing (SIS). This study stresses the influence of consumer autonomy in the process of BCC by probing the role of SIS. Moreover, by considering the prevailing trend in social media, this study offers a nuanced perspective on the values of social commerce from the viewpoint of SHV. This study may serve as a useful guide for practitioners to improve their digital outreach strategy on social commerce to forge stronger relationships, encourage further engagements and promote value co-creation within their brand community. This examines the effect of relationship quality (RQU) and BEN on BCC through a relational viewpoint.Engage to co-create! The drivers of brand co-creation on social commerce
Saiyara Nibras, Tjong Andreas Gunawan, Garry Wei-Han Tan, Pei-San Lo, Eugene Cheng-Xi Aw, Keng-Boon Ooi
Marketing Intelligence & Planning, Vol. ahead-of-print, No. ahead-of-print, pp.-

Consumers nowadays are no longer bystanders in the process of production but are proactive collaborators with the power to co-create value with brands. This study aims to explore the impact of social commerce on the co-creation process of brand value in a social commerce setting.

A questionnaire survey was conducted online to gather 300 eligible responses. The data were empirically validated using the partial least squares structural equation modelling (PLS-SEM) method.

The results indicated that brand engagement (BEN) is vital to brand co-creation (BCC) in social commerce, which could be driven by social-hedonic value (SHV) and social information sharing (SIS).

This study stresses the influence of consumer autonomy in the process of BCC by probing the role of SIS. Moreover, by considering the prevailing trend in social media, this study offers a nuanced perspective on the values of social commerce from the viewpoint of SHV.

This study may serve as a useful guide for practitioners to improve their digital outreach strategy on social commerce to forge stronger relationships, encourage further engagements and promote value co-creation within their brand community.

This examines the effect of relationship quality (RQU) and BEN on BCC through a relational viewpoint.

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Engage to co-create! The drivers of brand co-creation on social commerce10.1108/MIP-05-2023-0204Marketing Intelligence & Planning2024-03-12© 2024 Emerald Publishing LimitedSaiyara NibrasTjong Andreas GunawanGarry Wei-Han TanPei-San LoEugene Cheng-Xi AwKeng-Boon OoiMarketing Intelligence & Planningahead-of-printahead-of-print2024-03-1210.1108/MIP-05-2023-0204https://www.emerald.com/insight/content/doi/10.1108/MIP-05-2023-0204/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Mitigating consumer guilt through resalehttps://www.emerald.com/insight/content/doi/10.1108/MIP-05-2023-0237/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis research draws on drive reduction theory and mental accounting theory to understand how the prospect of reselling used items can influence consumer feelings of consumption guilt and impact their willingness to purchase new products. We conducted two studies with between-subjects designs to explore this relationship. In Study 1, we examined the correlation between consumers' perceived guilt and their willingness to buy a new product, considering their awareness of the product’s resale potential. Study 2 delved into the aspect of reselling a similar old product already owned by the consumer. The findings suggest three key insights. First, consumers' awareness of resale potential significantly affects their guilt perception and purchasing decisions. Second, the resale reference price (RRP) can decrease guilt perception but increase the intention to buy a new product. Lastly, when consumers are aware of the resale value of a previously owned product that is similar to the desired new product, the effect of the RRP on their purchasing intent is mediated by consumer guilt. This research fills a theoretical gap by empirically exploring the emotional motivations behind consumer resale behavior. It presents a novel perspective on how resale activities can shape feelings of guilt and impact purchasing decisions. This offers important implications for understanding the dynamics of consumer behavior in the second-hand market.Mitigating consumer guilt through resale
Hsunchi Chu
Marketing Intelligence & Planning, Vol. ahead-of-print, No. ahead-of-print, pp.-

This research draws on drive reduction theory and mental accounting theory to understand how the prospect of reselling used items can influence consumer feelings of consumption guilt and impact their willingness to purchase new products.

We conducted two studies with between-subjects designs to explore this relationship. In Study 1, we examined the correlation between consumers' perceived guilt and their willingness to buy a new product, considering their awareness of the product’s resale potential. Study 2 delved into the aspect of reselling a similar old product already owned by the consumer.

The findings suggest three key insights. First, consumers' awareness of resale potential significantly affects their guilt perception and purchasing decisions. Second, the resale reference price (RRP) can decrease guilt perception but increase the intention to buy a new product. Lastly, when consumers are aware of the resale value of a previously owned product that is similar to the desired new product, the effect of the RRP on their purchasing intent is mediated by consumer guilt.

This research fills a theoretical gap by empirically exploring the emotional motivations behind consumer resale behavior. It presents a novel perspective on how resale activities can shape feelings of guilt and impact purchasing decisions. This offers important implications for understanding the dynamics of consumer behavior in the second-hand market.

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Mitigating consumer guilt through resale10.1108/MIP-05-2023-0237Marketing Intelligence & Planning2024-02-15© 2024 Emerald Publishing LimitedHsunchi ChuMarketing Intelligence & Planningahead-of-printahead-of-print2024-02-1510.1108/MIP-05-2023-0237https://www.emerald.com/insight/content/doi/10.1108/MIP-05-2023-0237/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
The effects of brand positioning (underdog vs top dog) and comparative advertisinghttps://www.emerald.com/insight/content/doi/10.1108/MIP-05-2023-0238/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this study is to understand the effect of different brand positions (underdog vs top dog) and comparative advertising on consumers’ brand attitudes. Additionally, this study also aims to demonstrate the effects of inspiration, self-relevance and empathy on the relationship between brand positioning and comparative advertising. A two-by-three factorial design was employed with brand positions (underdog vs top dog) and three types of comparative advertising (noncomparative, indirect comparative and direct comparative) as the independent variables. Inspiration serves as the mediator, while self-relevance and empathy act as moderators and brand attitude is the dependent variable. The results show that different brand positions significantly affect brand attitudes, with respondents having a better brand attitude toward the underdog brand. Brand attitude is partially mediated by inspiration. Self-relevance moderates the relationship between brand positioning and brand attitude. However, brand positioning, comparative advertising and empathy do not have interaction effects. This study contributes to a better understanding of the effect of psychological variables on brand positioning and comparative advertising. The results suggest that the underdog setting requires a real and honest story because consumers will spot a fake underdog story, which will damage consumer trust in the brand and harm the brand image. There is a lack of research using psychological variables to demonstrate the effect of being the underdog brand. This study contributes to the literature by employing psychological variables to illustrate the effect of underdog positioning. These findings can help brands develop branding positioning strategies.The effects of brand positioning (underdog vs top dog) and comparative advertising
Hsiang-Ming Lee, Ya-Hui Hsu, Tsai Chen, Wei-Yuan Lo, Wei-Chun Chien
Marketing Intelligence & Planning, Vol. ahead-of-print, No. ahead-of-print, pp.-

The purpose of this study is to understand the effect of different brand positions (underdog vs top dog) and comparative advertising on consumers’ brand attitudes. Additionally, this study also aims to demonstrate the effects of inspiration, self-relevance and empathy on the relationship between brand positioning and comparative advertising.

A two-by-three factorial design was employed with brand positions (underdog vs top dog) and three types of comparative advertising (noncomparative, indirect comparative and direct comparative) as the independent variables. Inspiration serves as the mediator, while self-relevance and empathy act as moderators and brand attitude is the dependent variable.

The results show that different brand positions significantly affect brand attitudes, with respondents having a better brand attitude toward the underdog brand. Brand attitude is partially mediated by inspiration. Self-relevance moderates the relationship between brand positioning and brand attitude. However, brand positioning, comparative advertising and empathy do not have interaction effects.

This study contributes to a better understanding of the effect of psychological variables on brand positioning and comparative advertising.

The results suggest that the underdog setting requires a real and honest story because consumers will spot a fake underdog story, which will damage consumer trust in the brand and harm the brand image.

There is a lack of research using psychological variables to demonstrate the effect of being the underdog brand. This study contributes to the literature by employing psychological variables to illustrate the effect of underdog positioning. These findings can help brands develop branding positioning strategies.

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The effects of brand positioning (underdog vs top dog) and comparative advertising10.1108/MIP-05-2023-0238Marketing Intelligence & Planning2024-02-09© 2024 Emerald Publishing LimitedHsiang-Ming LeeYa-Hui HsuTsai ChenWei-Yuan LoWei-Chun ChienMarketing Intelligence & Planningahead-of-printahead-of-print2024-02-0910.1108/MIP-05-2023-0238https://www.emerald.com/insight/content/doi/10.1108/MIP-05-2023-0238/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Influence of website quality on online impulse buying behaviour: a systematic review of literaturehttps://www.emerald.com/insight/content/doi/10.1108/MIP-05-2023-0241/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestOnline impulsive purchasing is growing exponentially, and website-related factors play a substantial role in this phenomenon. This study provides a comprehensive and integrative framework encompassing a variety of website-related factors influencing impulsive purchase behaviour. The study is a systematic literature review, which includes literature search from two prominent databases. This article consolidates the results of 60 relevant research papers, and thematic analysis is performed on various website-related aspects classified into five research topics. The different website qualities have been classified into broad themes and their role in online impulse buying has been explored. The antecedents, moderators, mediators, and outcomes are portrayed in an integrated research framework. Possible research gaps have been identified, and a future research agenda has been proposed, representing potential research areas. As we have included only studies published in the English language, this review may be limited by language bias. Relevant research published in other languages might have been excluded. This literature review may provide management insights to marketers and practitioners managing online retail websites. To sustain an online business in the long term, it is critical for online retailers to have a thorough understanding of all conceivable website stimuli and develop them in a way that compels consumers to make impulsive purchases. This study represents an original contribution to the realm of systematic literature reviews. To the best of our knowledge, this is the first SLR that elaborately delineates the influence of website-related factors on online impulse buying behaviour.Influence of website quality on online impulse buying behaviour: a systematic review of literature
Aastha Kathuria, Apurva Bakshi
Marketing Intelligence & Planning, Vol. ahead-of-print, No. ahead-of-print, pp.-

Online impulsive purchasing is growing exponentially, and website-related factors play a substantial role in this phenomenon. This study provides a comprehensive and integrative framework encompassing a variety of website-related factors influencing impulsive purchase behaviour.

The study is a systematic literature review, which includes literature search from two prominent databases. This article consolidates the results of 60 relevant research papers, and thematic analysis is performed on various website-related aspects classified into five research topics.

The different website qualities have been classified into broad themes and their role in online impulse buying has been explored. The antecedents, moderators, mediators, and outcomes are portrayed in an integrated research framework. Possible research gaps have been identified, and a future research agenda has been proposed, representing potential research areas.

As we have included only studies published in the English language, this review may be limited by language bias. Relevant research published in other languages might have been excluded.

This literature review may provide management insights to marketers and practitioners managing online retail websites. To sustain an online business in the long term, it is critical for online retailers to have a thorough understanding of all conceivable website stimuli and develop them in a way that compels consumers to make impulsive purchases.

This study represents an original contribution to the realm of systematic literature reviews. To the best of our knowledge, this is the first SLR that elaborately delineates the influence of website-related factors on online impulse buying behaviour.

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Influence of website quality on online impulse buying behaviour: a systematic review of literature10.1108/MIP-05-2023-0241Marketing Intelligence & Planning2024-03-26© 2024 Emerald Publishing LimitedAastha KathuriaApurva BakshiMarketing Intelligence & Planningahead-of-printahead-of-print2024-03-2610.1108/MIP-05-2023-0241https://www.emerald.com/insight/content/doi/10.1108/MIP-05-2023-0241/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
How to engage and attract virtual influencers’ followers: a new non-human approach in the age of influencer marketinghttps://www.emerald.com/insight/content/doi/10.1108/MIP-06-2023-0251/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this study is to identify the process of virtual influencer stickiness in the age of influencer marketing, which has received little attention in the literature. This is essential because the research creates a theoretical model of follower loyalty/stickiness to virtual influencer techniques from the standpoint of influencer marketing, which has a substantial effect on the evolution of the global marketing world. In 2022, 302 people who currently follow an Instafamous virtual influencer took part in an Instagram self-administered online survey. The findings show that both expertise and trustworthiness have a positive and significant influence on parasocial interaction, which in turn has a significant influence on virtual engagement and stickiness. This research will specifically assist international readers in understanding how to harness and increase the efficiency and efficacy of interactive marketing strategies and methods to engage and retain followers of Instafamous virtual influencer. Moreover, the findings will be beneficial to opinion leaders, brand managers, company investors, entrepreneurs and service designers. The study pioneers a holistic virtual follower stickiness mechanism that comprises the role of source credibility, parasocial interaction, informational influence and virtual follower’s engagement and their interrelationship to each other.This study is based on parasocial interaction theory and source credibility theory to understand the relationship between virtual followers and influencers stickiness process at social media platforms.In addition, the study examined the subsequent effects of sources of credibility components on parasocial interaction; as well as, on virtual follower engagement and stickiness.This study also categorized and examined the moderating effects exerted by the genres of informative influence of virtual influencer.How to engage and attract virtual influencers’ followers: a new non-human approach in the age of influencer marketing
Hanna-Anastasiia Melnychuk, Huseyin Arasli, Raziye Nevzat
Marketing Intelligence & Planning, Vol. ahead-of-print, No. ahead-of-print, pp.-

The purpose of this study is to identify the process of virtual influencer stickiness in the age of influencer marketing, which has received little attention in the literature. This is essential because the research creates a theoretical model of follower loyalty/stickiness to virtual influencer techniques from the standpoint of influencer marketing, which has a substantial effect on the evolution of the global marketing world.

In 2022, 302 people who currently follow an Instafamous virtual influencer took part in an Instagram self-administered online survey.

The findings show that both expertise and trustworthiness have a positive and significant influence on parasocial interaction, which in turn has a significant influence on virtual engagement and stickiness.

This research will specifically assist international readers in understanding how to harness and increase the efficiency and efficacy of interactive marketing strategies and methods to engage and retain followers of Instafamous virtual influencer. Moreover, the findings will be beneficial to opinion leaders, brand managers, company investors, entrepreneurs and service designers.

  1. The study pioneers a holistic virtual follower stickiness mechanism that comprises the role of source credibility, parasocial interaction, informational influence and virtual follower’s engagement and their interrelationship to each other.

  2. This study is based on parasocial interaction theory and source credibility theory to understand the relationship between virtual followers and influencers stickiness process at social media platforms.

  3. In addition, the study examined the subsequent effects of sources of credibility components on parasocial interaction; as well as, on virtual follower engagement and stickiness.

  4. This study also categorized and examined the moderating effects exerted by the genres of informative influence of virtual influencer.

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How to engage and attract virtual influencers’ followers: a new non-human approach in the age of influencer marketing10.1108/MIP-06-2023-0251Marketing Intelligence & Planning2024-01-16© 2024 Emerald Publishing LimitedHanna-Anastasiia MelnychukHuseyin ArasliRaziye NevzatMarketing Intelligence & Planningahead-of-printahead-of-print2024-01-1610.1108/MIP-06-2023-0251https://www.emerald.com/insight/content/doi/10.1108/MIP-06-2023-0251/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Presenting an evolutionary model of entrepreneurial intelligence components in women: approaches to opportunity discovery and creationhttps://www.emerald.com/insight/content/doi/10.1108/MIP-07-2022-0308/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestA better understanding of the characteristics and capabilities of women entrepreneurs can significantly improve their chances of success. Therefore, three studies were conducted for this exploratory paper. We have discovered the characteristics of entrepreneurial intelligence among female entrepreneurs through semi-structured interviews based on conventional content analysis. According to the second study, qualitative meta-synthesis was utilized to identify characteristics of women's entrepreneurial intelligence at the international level. As a third study, we examined the evolutionary relationships of entrepreneurs' intelligence components following the discovery and creation of opportunities. The present paper was based on three studies. In the first study, 15 female entrepreneurs were interviewed using purposive sampling in the Guilan province of Iran to identify the characteristics of entrepreneurial intelligence at the national level. An inductive content analysis was performed on the data collected through interviews. Using Shannon entropy and qualitative validation, their validity was assessed. In the second study, using a qualitative meta-synthesis, the characteristics of women's entrepreneurial intelligence were identified. Then the results of these two studies were compared with each other. In the third study, according to the results obtained from the first and second studies, the emergence, priority and evolution of entrepreneurial intelligence components in two approaches to discovering and creating entrepreneurial opportunities were determined. For this purpose, interviews were conducted with 12 selected experts using the purposeful sampling method using the fuzzy total interpretive structural modeling (TISM) method. In the first research, this article identified the components of entrepreneurial intelligence of women entrepreneurs in six categories: entrepreneurial insights, cognitive intelligence, social intelligence, intuitive intelligence, presumptuous intelligence and provocative intelligence. In the second study, the components of entrepreneurial intelligence were compared according to the study at the national level and international literature. Finally, in the third study, the evolution of the components of entrepreneurial intelligence was determined. In the first level, social intelligence, presumptuous intelligence and provocative intelligence are formed first and social intelligence and provocative intelligence have an interactive relationship. In the second level, entrepreneurial insight and cognitive intelligence appear, which, in addition to their interactive relationship, take precedence over the entrepreneur's intuitive intelligence in discovering entrepreneurial opportunities. With the evolution of the components of entrepreneurial intelligence in the opportunity creation approach, it is clear that intuitive intelligence is formed first at the first level and takes precedence. At the second level, there is cognitive intelligence is created. At the third level, motivational intelligence and finally, at the last level, entrepreneurial insight, social intelligence and bold intelligence. This study has the potential to discover credible and robust approaches for further examining the contextualization of women's entrepreneurial intelligence at both national and international levels, thereby advancing new insights. By conceptualizing various components of entrepreneurial intelligence for the first time and exploring how contextual factors differ across nations and internationally for women's entrepreneurship, this paper challenges the assumption that the characteristics of women's entrepreneurial intelligence are uniform worldwide. It also depicts the evolution of the components of entrepreneurial intelligence.Presenting an evolutionary model of entrepreneurial intelligence components in women: approaches to opportunity discovery and creation
Alireza Amini, Seyyedeh Shima Hoseini, Arash Haqbin, Mozhgan Danesh
Marketing Intelligence & Planning, Vol. ahead-of-print, No. ahead-of-print, pp.-

A better understanding of the characteristics and capabilities of women entrepreneurs can significantly improve their chances of success. Therefore, three studies were conducted for this exploratory paper. We have discovered the characteristics of entrepreneurial intelligence among female entrepreneurs through semi-structured interviews based on conventional content analysis. According to the second study, qualitative meta-synthesis was utilized to identify characteristics of women's entrepreneurial intelligence at the international level. As a third study, we examined the evolutionary relationships of entrepreneurs' intelligence components following the discovery and creation of opportunities.

The present paper was based on three studies. In the first study, 15 female entrepreneurs were interviewed using purposive sampling in the Guilan province of Iran to identify the characteristics of entrepreneurial intelligence at the national level. An inductive content analysis was performed on the data collected through interviews. Using Shannon entropy and qualitative validation, their validity was assessed. In the second study, using a qualitative meta-synthesis, the characteristics of women's entrepreneurial intelligence were identified. Then the results of these two studies were compared with each other. In the third study, according to the results obtained from the first and second studies, the emergence, priority and evolution of entrepreneurial intelligence components in two approaches to discovering and creating entrepreneurial opportunities were determined. For this purpose, interviews were conducted with 12 selected experts using the purposeful sampling method using the fuzzy total interpretive structural modeling (TISM) method.

In the first research, this article identified the components of entrepreneurial intelligence of women entrepreneurs in six categories: entrepreneurial insights, cognitive intelligence, social intelligence, intuitive intelligence, presumptuous intelligence and provocative intelligence. In the second study, the components of entrepreneurial intelligence were compared according to the study at the national level and international literature. Finally, in the third study, the evolution of the components of entrepreneurial intelligence was determined. In the first level, social intelligence, presumptuous intelligence and provocative intelligence are formed first and social intelligence and provocative intelligence have an interactive relationship. In the second level, entrepreneurial insight and cognitive intelligence appear, which, in addition to their interactive relationship, take precedence over the entrepreneur's intuitive intelligence in discovering entrepreneurial opportunities. With the evolution of the components of entrepreneurial intelligence in the opportunity creation approach, it is clear that intuitive intelligence is formed first at the first level and takes precedence. At the second level, there is cognitive intelligence is created. At the third level, motivational intelligence and finally, at the last level, entrepreneurial insight, social intelligence and bold intelligence.

This study has the potential to discover credible and robust approaches for further examining the contextualization of women's entrepreneurial intelligence at both national and international levels, thereby advancing new insights. By conceptualizing various components of entrepreneurial intelligence for the first time and exploring how contextual factors differ across nations and internationally for women's entrepreneurship, this paper challenges the assumption that the characteristics of women's entrepreneurial intelligence are uniform worldwide. It also depicts the evolution of the components of entrepreneurial intelligence.

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Presenting an evolutionary model of entrepreneurial intelligence components in women: approaches to opportunity discovery and creation10.1108/MIP-07-2022-0308Marketing Intelligence & Planning2024-02-15© 2024 Emerald Publishing LimitedAlireza AminiSeyyedeh Shima HoseiniArash HaqbinMozhgan DaneshMarketing Intelligence & Planningahead-of-printahead-of-print2024-02-1510.1108/MIP-07-2022-0308https://www.emerald.com/insight/content/doi/10.1108/MIP-07-2022-0308/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
The role of online retail website experience on brand happiness and willingness to share personal information: an SOR perspectivehttps://www.emerald.com/insight/content/doi/10.1108/MIP-08-2023-0413/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe study aims to determine the role of online retail website experience on brand happiness and willingness to share personal information using the theoretical lens of the Stimulus-Organism-Response (SOR) framework. Further, it explores the role of brand intimacy and brand partner quality in mediating the path between brand happiness and willingness to share personal information. This study used a cross-sectional survey design to collect data from 439 online retail consumers in India, using an online questionnaire. The data were analysed using Structural Equation Modelling in IBM Amos. The present study found that online retail website experience is significantly related to brand happiness. The finding also supports that brand happiness was positively and significantly related to ‘consumers' willingness to share personal information. This relationship was fully mediated by brand intimacy. Brand happiness also mediated the relationship between website experience and the willingness to share personal information. This study contributes to the emerging literature on brand happiness and willingness to share personal information. It establishes a central role of brand happiness as a driver and a mediator of consumers' willingness to share personal information with e-commerce retailers, extending the stimulus-organism-response framework in the context of brand happiness and willingness to share personal information. Further, the study establishes the role of website experience as a marketer (and brand) led driver of brand happiness. The results have implications for the role of the website in enhancing the consumer experience, which in turn is a driver of brand happiness. Further, managers need to promote brand happiness with the help of website experience to enable consumers’ willingness to share personal information and help organizations customize their marketing campaigns. This is among the first studies to evaluate brand happiness from the perspective of an online retail website experience and consider consumers’ willingness to share personal information from a branding rather than a technological perspective. Additionally, the study introduces the SOR framework in the context of brand happiness, with website experience acting as a stimulus for consumers, resulting in brand happiness, which is mediated by brand partner quality and brand intimacy (organism), leads to consumers' willingness to share personal information with online retail brands (response).The role of online retail website experience on brand happiness and willingness to share personal information: an SOR perspective
Shubhomoy Banerjee, Ateeque Shaikh, Archana Sharma
Marketing Intelligence & Planning, Vol. ahead-of-print, No. ahead-of-print, pp.-

The study aims to determine the role of online retail website experience on brand happiness and willingness to share personal information using the theoretical lens of the Stimulus-Organism-Response (SOR) framework. Further, it explores the role of brand intimacy and brand partner quality in mediating the path between brand happiness and willingness to share personal information.

This study used a cross-sectional survey design to collect data from 439 online retail consumers in India, using an online questionnaire. The data were analysed using Structural Equation Modelling in IBM Amos.

The present study found that online retail website experience is significantly related to brand happiness. The finding also supports that brand happiness was positively and significantly related to ‘consumers' willingness to share personal information. This relationship was fully mediated by brand intimacy. Brand happiness also mediated the relationship between website experience and the willingness to share personal information.

This study contributes to the emerging literature on brand happiness and willingness to share personal information. It establishes a central role of brand happiness as a driver and a mediator of consumers' willingness to share personal information with e-commerce retailers, extending the stimulus-organism-response framework in the context of brand happiness and willingness to share personal information. Further, the study establishes the role of website experience as a marketer (and brand) led driver of brand happiness.

The results have implications for the role of the website in enhancing the consumer experience, which in turn is a driver of brand happiness. Further, managers need to promote brand happiness with the help of website experience to enable consumers’ willingness to share personal information and help organizations customize their marketing campaigns.

This is among the first studies to evaluate brand happiness from the perspective of an online retail website experience and consider consumers’ willingness to share personal information from a branding rather than a technological perspective. Additionally, the study introduces the SOR framework in the context of brand happiness, with website experience acting as a stimulus for consumers, resulting in brand happiness, which is mediated by brand partner quality and brand intimacy (organism), leads to consumers' willingness to share personal information with online retail brands (response).

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The role of online retail website experience on brand happiness and willingness to share personal information: an SOR perspective10.1108/MIP-08-2023-0413Marketing Intelligence & Planning2024-03-14© 2024 Emerald Publishing LimitedShubhomoy BanerjeeAteeque ShaikhArchana SharmaMarketing Intelligence & Planningahead-of-printahead-of-print2024-03-1410.1108/MIP-08-2023-0413https://www.emerald.com/insight/content/doi/10.1108/MIP-08-2023-0413/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Unveiling hidden patterns between managerial assumptions, international market orientation, and performance: an unexplored journey into Japanese SMEshttps://www.emerald.com/insight/content/doi/10.1108/MIP-08-2023-0430/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study seeks to investigate how managerial assumptions shape international market orientation (IMO) and how IMO, in turn, affects the performance of small and medium-sized enterprises (SMEs), drawing from cognitive theory and the resource-based view (RBV) to provide the theoretical framework. The study focuses on the relatively unexplored domain of small and medium-sized enterprises (SMEs) in Japan. A survey was developed and tested using data from 303 Japanese SMEs. The study model was subsequently analyzed using the partial least squares (PLS) technique. The study reveals a nuanced relationship between managerial frames of reference (FoRs) and IMOs. The results confirmed notable congruence between interfunctional market orientation and managers who exhibit a political FoR. They also revealed a positive correlation between professional FoR managers and customer market orientation. Additionally, the findings showed that entrepreneurial FoR managers displayed a significant association with competitive market orientation and Bureaucratic FoR matched with the three types of IMO. Finally, the results indicate that all three forms of IMO have a substantial impact on performance, albeit to varying degrees. The applicability of our results to multinational corporations (MNCs) has not been evaluated. Since the primary focus was to identify the types of associations among FoR and IMO, the causal pathways and explanatory factors that underpinned these observed relationships were not examined in this study. Additionally, due to the geographical concentration of our sample in Japan, we were unable to conduct tests on the suggested model in other countries to validate and potentially generalize the research findings. By developing an implicit understanding of the market orientation fit within the organization’s FoR, managers can enhance their understanding of competitors' activities and enable them to respond with greater efficiency. To the authors’ knowledge, this is one of the rare papers that inspect the relationship between International market orientations and managerial assumptions as well as their effect on performance.Unveiling hidden patterns between managerial assumptions, international market orientation, and performance: an unexplored journey into Japanese SMEs
Allam Abu Farha, Said Elbanna, Osama Sam Al-kwifi, Satoko Uenishi
Marketing Intelligence & Planning, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study seeks to investigate how managerial assumptions shape international market orientation (IMO) and how IMO, in turn, affects the performance of small and medium-sized enterprises (SMEs), drawing from cognitive theory and the resource-based view (RBV) to provide the theoretical framework.

The study focuses on the relatively unexplored domain of small and medium-sized enterprises (SMEs) in Japan. A survey was developed and tested using data from 303 Japanese SMEs. The study model was subsequently analyzed using the partial least squares (PLS) technique.

The study reveals a nuanced relationship between managerial frames of reference (FoRs) and IMOs. The results confirmed notable congruence between interfunctional market orientation and managers who exhibit a political FoR. They also revealed a positive correlation between professional FoR managers and customer market orientation. Additionally, the findings showed that entrepreneurial FoR managers displayed a significant association with competitive market orientation and Bureaucratic FoR matched with the three types of IMO. Finally, the results indicate that all three forms of IMO have a substantial impact on performance, albeit to varying degrees.

The applicability of our results to multinational corporations (MNCs) has not been evaluated. Since the primary focus was to identify the types of associations among FoR and IMO, the causal pathways and explanatory factors that underpinned these observed relationships were not examined in this study. Additionally, due to the geographical concentration of our sample in Japan, we were unable to conduct tests on the suggested model in other countries to validate and potentially generalize the research findings.

By developing an implicit understanding of the market orientation fit within the organization’s FoR, managers can enhance their understanding of competitors' activities and enable them to respond with greater efficiency.

To the authors’ knowledge, this is one of the rare papers that inspect the relationship between International market orientations and managerial assumptions as well as their effect on performance.

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Unveiling hidden patterns between managerial assumptions, international market orientation, and performance: an unexplored journey into Japanese SMEs10.1108/MIP-08-2023-0430Marketing Intelligence & Planning2024-03-28© 2024 Emerald Publishing LimitedAllam Abu FarhaSaid ElbannaOsama Sam Al-kwifiSatoko UenishiMarketing Intelligence & Planningahead-of-printahead-of-print2024-03-2810.1108/MIP-08-2023-0430https://www.emerald.com/insight/content/doi/10.1108/MIP-08-2023-0430/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
ChatGPT’s applications in marketing: a topic modeling approachhttps://www.emerald.com/insight/content/doi/10.1108/MIP-10-2023-0526/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestChatGPT is a versatile technology with practical use cases spanning many professional disciplines including marketing. Being a recent innovation, however, there is a lack of academic insight into its tangible applications in the marketing realm. To address this gap, the current study explores ChatGPT’s application in marketing by mining social media data. Additionally, the study employs the stages-of- growth model to assess the current state of ChatGPT’s adoption in marketing organizations. The study collected tweets related to ChatGPT and marketing using a web-scraping technique (N = 23,757). A topic model was trained on the tweet corpus using latent Dirichlet allocation to delineate ChatGPT’s major areas of applications in marketing. The topic model produced seven latent topics that encapsulated ChatGPT’s major areas of applications in marketing including content marketing, digital marketing, search engine optimization, customer strategy, B2B marketing and prompt engineering. Further analyses reveal the popularity of and interest in these topics among marketing practitioners. The findings contribute to the literature by offering empirical evidence of ChatGPT’s applications in marketing. They demonstrate the core use cases of ChatGPT in marketing. Further, the study applies the stages-of-growth model to situate ChatGPT’s current state of adoption in marketing organizations and anticipate its future trajectory.ChatGPT’s applications in marketing: a topic modeling approach
Wondwesen Tafesse, Anders Wien
Marketing Intelligence & Planning, Vol. ahead-of-print, No. ahead-of-print, pp.-

ChatGPT is a versatile technology with practical use cases spanning many professional disciplines including marketing. Being a recent innovation, however, there is a lack of academic insight into its tangible applications in the marketing realm. To address this gap, the current study explores ChatGPT’s application in marketing by mining social media data. Additionally, the study employs the stages-of- growth model to assess the current state of ChatGPT’s adoption in marketing organizations.

The study collected tweets related to ChatGPT and marketing using a web-scraping technique (N = 23,757). A topic model was trained on the tweet corpus using latent Dirichlet allocation to delineate ChatGPT’s major areas of applications in marketing.

The topic model produced seven latent topics that encapsulated ChatGPT’s major areas of applications in marketing including content marketing, digital marketing, search engine optimization, customer strategy, B2B marketing and prompt engineering. Further analyses reveal the popularity of and interest in these topics among marketing practitioners.

The findings contribute to the literature by offering empirical evidence of ChatGPT’s applications in marketing. They demonstrate the core use cases of ChatGPT in marketing. Further, the study applies the stages-of-growth model to situate ChatGPT’s current state of adoption in marketing organizations and anticipate its future trajectory.

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ChatGPT’s applications in marketing: a topic modeling approach10.1108/MIP-10-2023-0526Marketing Intelligence & Planning2024-03-26© 2024 Emerald Publishing LimitedWondwesen TafesseAnders WienMarketing Intelligence & Planningahead-of-printahead-of-print2024-03-2610.1108/MIP-10-2023-0526https://www.emerald.com/insight/content/doi/10.1108/MIP-10-2023-0526/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
The impact of innovation orientation on strategic R&D amidst macroeconomic shocks – an event study approachhttps://www.emerald.com/insight/content/doi/10.1108/MIP-11-2023-0609/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis research investigates the impact of strategic research and development (R&D) (one led by a firm’s innovation orientation) on stock market performance during the economic disruption caused by the 2016 demonetization of high-value currency notes in India. It shows how firms’ strategic focus on innovation and integrated R&D initiatives can help mitigate shareholders’ losses and protect market value during negative macroeconomic shocks. We analyzed financial and administrative data from firms listed in the Bombay Stock Exchange (BSE) 500 index and used the Fama French market model with appropriate instruments accounting for possible endogeneity to identify the impact. To ensure the reliability of our findings, we conducted robustness checks with alternate event windows, estimation methods, and variable measurements. Strategic R&D plays a crucial role in building resilience against macroeconomic shocks. It effectively mitigated shareholders’ losses in the immediate aftermath of the shock, with an elasticity of abnormal returns of 7.65% on day zero, 13.1% during the first five days and 10.5% after the first fortnight. We also find that firms that are business-to-business (B2B), as well as those that are older and less leveraged, are better able to combat such a shock. The study looked at one shock, namely demonetization. Future research is needed to demonstrate the generalizability of results during other macroeconomic shocks, like the COVID-19 pandemic. The study focuses on relatively near-term impacts, leaving the long-term value-creation effects of strategic R&D unexplored. Innovation orientation acts as a structural enabler, allowing firms to make strategic R&D investments that mitigate losses during macroeconomic shocks. It explains that managers should avoid myopically managing R&D investments and align them with the firm’s innovation focus to enhance value creation. While the currency demonetization was widely considered to be detrimental for firms as an unannounced negative monetary shock, our research shows that firms with high levels of strategic R&D were successfully able to counteract such a shock. This is the first study to examine the short-term loss mitigation impact of firms’ focus on innovation and strategic R&D. It emphasizes the role of innovation-focused strategies during economic crises.The impact of innovation orientation on strategic R&D amidst macroeconomic shocks – an event study approach
Pratik Modi, Vivek Pandey, Abhi Bhattacharya
Marketing Intelligence & Planning, Vol. ahead-of-print, No. ahead-of-print, pp.-

This research investigates the impact of strategic research and development (R&D) (one led by a firm’s innovation orientation) on stock market performance during the economic disruption caused by the 2016 demonetization of high-value currency notes in India. It shows how firms’ strategic focus on innovation and integrated R&D initiatives can help mitigate shareholders’ losses and protect market value during negative macroeconomic shocks.

We analyzed financial and administrative data from firms listed in the Bombay Stock Exchange (BSE) 500 index and used the Fama French market model with appropriate instruments accounting for possible endogeneity to identify the impact. To ensure the reliability of our findings, we conducted robustness checks with alternate event windows, estimation methods, and variable measurements.

Strategic R&D plays a crucial role in building resilience against macroeconomic shocks. It effectively mitigated shareholders’ losses in the immediate aftermath of the shock, with an elasticity of abnormal returns of 7.65% on day zero, 13.1% during the first five days and 10.5% after the first fortnight. We also find that firms that are business-to-business (B2B), as well as those that are older and less leveraged, are better able to combat such a shock.

The study looked at one shock, namely demonetization. Future research is needed to demonstrate the generalizability of results during other macroeconomic shocks, like the COVID-19 pandemic. The study focuses on relatively near-term impacts, leaving the long-term value-creation effects of strategic R&D unexplored.

Innovation orientation acts as a structural enabler, allowing firms to make strategic R&D investments that mitigate losses during macroeconomic shocks. It explains that managers should avoid myopically managing R&D investments and align them with the firm’s innovation focus to enhance value creation.

While the currency demonetization was widely considered to be detrimental for firms as an unannounced negative monetary shock, our research shows that firms with high levels of strategic R&D were successfully able to counteract such a shock.

This is the first study to examine the short-term loss mitigation impact of firms’ focus on innovation and strategic R&D. It emphasizes the role of innovation-focused strategies during economic crises.

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The impact of innovation orientation on strategic R&D amidst macroeconomic shocks – an event study approach10.1108/MIP-11-2023-0609Marketing Intelligence & Planning2024-03-26© 2024 Emerald Publishing LimitedPratik ModiVivek PandeyAbhi BhattacharyaMarketing Intelligence & Planningahead-of-printahead-of-print2024-03-2610.1108/MIP-11-2023-0609https://www.emerald.com/insight/content/doi/10.1108/MIP-11-2023-0609/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited