 Subjects -> ADVERTISING AND PUBLIC RELATIONS (Total: 23 journals)
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- Corrigendum to “Effects of online shopping channel and price discount on
near-expiry food sales”-
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Abstract: International Journal of Market Research, Ahead of Print.
Citation: International Journal of Market Research
PubDate: 2023-05-29T04:17:18Z
DOI: 10.1177/14707853231178167
- Insights into the bernie madoff financial market scandal which identify
new opportunities for business market researchers-
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Authors: Clive R. Boddy
Abstract: International Journal of Market Research, Ahead of Print.
This article reflectively applies measurement tools to gage whether a renowned financier and champion of shareholder capitalism, in 20th century business history, might be categorized as a corporate psychopath. The article examines aspects of the career of the outstanding financial investment manager, Bernie Madoff. Psychopaths and corporate psychopaths are defined as background to the article. Gauges of corporate psychopathy and psychopathy are outlined which could be modified by market research companies to identify corporate psychopathy in organisations as a way of aiding investment decisions into such organisations. The current article concludes that insolvencies such as those at Madoff’s investment company, have been distinguished by CEOs being present who were simultaneously the lauded agents of financial market capitalism and who embodied the traits of the corporate psychopath. The examination of potential corporate psychopaths using this historical methodology helps inform ideas about what the effects of psychopathic leadership may be within economies and gives new insights into the reasons for the greed, risk taking, and unethical practices found in financial markets. Findings support the accepted view that corporate psychopaths can be discovered in senior roles in the financial services sector. This current paper provides new avenues for research offerings from market research companies. For example, business to business researchers could undertake research to identify firms more likely to be longitudinally viable, sustainable and less likely to collapse (i.e., non-psychopathic firms). Investment companies like pension funds could use such research to identify firms that are less risky, more ethical, better led, and therefore safer to invest in.
Citation: International Journal of Market Research
PubDate: 2023-05-10T08:14:39Z
DOI: 10.1177/14707853231173260
- Reaching Voters on Social Media: Planning Political Advertising on
Snapchat-
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Authors: Arry Tanusondjaja, Aaron Michelon, Nicole Hartnett, Lara Stocchi
Abstract: International Journal of Market Research, Ahead of Print.
Over the past decade, political advertising via social media has grown rapidly, spurred by microtargeting, which looks to deliver specific messages to tightly defined audiences. Microtargeting strategies have been claimed to be effective, but questions remain around their cost, when looking to optimise impressions for a given budget. We analyse 11,837 ads aired on Snapchat over a two-year period leading up to the 2020 presidential election in the United States, which differ in the number of targeting criteria applied. We compare the number of impressions and the spend per ad placement (measured in CPM), whilst also considering the length of advertising schedule. We find that using fewer targeting criteria and longer schedules increases impressions with comparable or lower spend than microtargeting. These findings are in line with those from traditional broadcast media, such as TV, highlighting the relevance of existing media scheduling knowledge from traditional platforms for political advertising on newer, digital media.
Citation: International Journal of Market Research
PubDate: 2023-05-05T04:20:15Z
DOI: 10.1177/14707853231175085
- Thinking big – here comes the sun
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Authors: Julian Peter Adams
Abstract: International Journal of Market Research, Ahead of Print.
In 2000, Pincott and Branthwaite published ‘Nothing New Under the Sun'’ which discussed the role of the internet in research both in terms of the hazards and opportunities this confers. Specifically, Pincott and Branthwaite argued that whilst the advent of the internet offers up new approaches and techniques, this must not be at the detriment of methodological rigour and standards we have grown accustomed to in the industry. In this paper, it is argued that the advent of big data, big qual and the emerging potential of the metaverse present new opportunities in research but pose the same questions originally conceived by Pincott & Branthwaite, 2000. Moreover, methodological rigour and standards are framed by three interconnected themes, namely, the role of data science and big data, the importance of softer skills of interpretation and narration and finally, the role of theory in elevating and grounding research.
Citation: International Journal of Market Research
PubDate: 2023-04-26T07:27:22Z
DOI: 10.1177/14707853231173262
- Effects of online shopping channel and price discount on near-expiry food
sales-
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Authors: Jae Young Lee, Kang Jun Choi, So Yean Kwack
Abstract: International Journal of Market Research, Ahead of Print.
Consumers have an aversion to purchasing near-expiry food products, which leads to enormous food waste and economic loss. Given the importance of this issue, past research has studied the effect of impending expiration date on product sales, but its focus has been limited to perishable food products. Since the expiration dates of non-perishable food products are treated as less important than those of perishable food products, we expect that the resulting effect on sales largely varies by shopping environment. With the growing importance of online shopping in food sales, we examine how the effect of impending expiration date differs between mobile and PC shopping environments. By analyzing a unique data set from an online salvage store, we find that consumer aversion toward near-expiry products is more salient in the PC shopping environment than in the mobile shopping environment. However, when there is a deeper price promotion, the between-channel difference is reduced as the sensitivity of an impending expiration date on sales increases in the mobile shopping environment. These findings not only represent novel contributions to the literature but also provide managerial implications for practitioners.
Citation: International Journal of Market Research
PubDate: 2023-04-24T02:15:08Z
DOI: 10.1177/14707853231173222
- Framing Effects on Willingness to Participate in Geolocation-Based
Research-
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Authors: Carlos Ochoa, Melanie Revilla
Abstract: International Journal of Market Research, Ahead of Print.
The Internet’s widespread adoption and recent technological developments have provided researchers with the opportunity to capture new data types (e.g., images, passively collected data), which offer several advantages over conventional survey data. Nevertheless, the limited participation rate in projects requiring to share such data may limit their benefits, and even their feasibility. To estimate the willingness to participate in such projects in advance, researchers frequently rely on surveys. However, the way researchers describe what data should be shared and how, and the phrasing of questions asked to participants to obtain their agreement may result in different estimates. This study presents the results of a conjoint experiment that estimates the hypothetical willingness of participants to engage in two research activities that require sharing geolocation data. Three different descriptions of the activities were presented to participants: a neutral one, one emphasizing the necessity to commit to participate, and one emphasizing safe handling of shared data. The three descriptions elicited different levels of willingness, with a maximum effect of 7.0 percentage points (statistically significant). Additionally, the importance given by participants to the attributes of the activities (e.g., project duration or incentives) differed depending on the description. Notably, the description that emphasized data safety produced lower levels of willingness compared to the neutral one. This suggests that researchers should avoid overly emphasizing safety assurances when requesting the sharing of sensitive data, beyond the necessary information required for obtaining informed consent from participants.
Citation: International Journal of Market Research
PubDate: 2023-04-11T11:39:43Z
DOI: 10.1177/14707853231170107
- Comparing participation motives of professional and non-professional
respondents-
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Authors: Henning Silber, Sven Stadtmüller, Alexandru Cernat
Abstract: International Journal of Market Research, Ahead of Print.
In times of declining response rates and over-surveying, improving our understanding of why people participate in surveys is more important than ever. Previous research showed that online panel participants have intrinsic (e.g., topic interest, altruism) and extrinsic (e.g., incentives) participation reasons. Our study expands this research by implementing an experiment using two common forms of survey measurement: ranking and rating. The experiment was fielded in a professional respondents’ sample from a German online panel (n = 407) and in an address-based sample (mail and online) of German non-professional respondents (n = 1,137). Besides extrinsic and intrinsic motivations, the experiment included various study design features (i.e., mode, length, data security) and the mood during the time of contact as possible reasons for participation. The results confirm previous findings regarding the motivations of online panelists but also show important differences between professional and non-professional respondents. Specifically, the main participation reasons of professionals are topic interest (intrinsic) and incentives (extrinsic), while non-professionals are primarily motivated by intrinsic reasons (topic interest and purpose of study). This notion is also supported by the Latent Class Analyses, which showed that three of the four classes for professional respondents had a high probability of naming incentives as one of their main reasons for survey participation, whereas none of the four non-professional clusters rated incentives highly. The differences between the two samples highlight that professional panel members have different motivation structures than participants in general population surveys. This may undermine generalizability, but it also provides opportunities for targeted recruitment.
Citation: International Journal of Market Research
PubDate: 2023-03-31T10:25:51Z
DOI: 10.1177/14707853231166882
- Photovoice of marginalized groups and pride month marketing
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Authors: Kimberly Nehls
Abstract: International Journal of Market Research, Ahead of Print.
The purpose of this research note is to suggest photovoice as a methodology to enhance and vivify marginalized voices in marketing research. Specifically, the focus is on LGBTQ+ consumer perspectives during one of the most visible times for this marketing segment: Pride Month. Photovoice is an opportunity for researchers to ask for viewpoints and incorporate consumer perspectives into social marketing research. It puts the researcher in the role of a guide through the research process, while participants lead the data collection, definitions, and analysis through their own images so new voices and perspectives are centered. It is the intention of this article to be a catalyst for encouraging both scholars and practitioners to conduct future photovoice studies in international market research.
Citation: International Journal of Market Research
PubDate: 2023-03-28T08:13:24Z
DOI: 10.1177/14707853231166878
- A hands-on guide to conducting field experiments using mobile applications
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Authors: Jamel Khenfer
Abstract: International Journal of Market Research, Ahead of Print.
Researchers must increasingly account for growing expectations from scientific journals to infuse their work with real-world significance through field experiments. However, field experiments often require researchers to have access to substantial resources or a network that includes nonacademic partners willing to provide those resources. This article aims at overcoming those barriers by providing researchers with the tools they need to conduct randomized field experiments delivered to participants through mobile applications, given limited resources. The method presented herein takes advantage of the facilitated access to user data made possible by computing and development platforms such as Google’s Firebase. While the programming tools required to collect and analyze the data may feel intimidating, this article provides step-by-step instructions and illustrates the procedure with a case study experiment.
Citation: International Journal of Market Research
PubDate: 2023-03-21T02:19:30Z
DOI: 10.1177/14707853231165635
- Indigenous Research Methods to Build an Uncontested Space for Marketing
Insight-
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Authors: Kaye Chan, Susie Khamis, Maureen Taylor, David Waller
Abstract: International Journal of Market Research, Ahead of Print.
Many countries have ethnically diverse populations and marketing practitioners need to consider these diversities when undertaking research, particularly when exploring sensitive topics. In Australia, Indigenous Australians make up 3.3% of the population and are a commonly researched audience to gauge attitudes and ensure cultural offense does not occur due to unintended consequences of marketing activity. However, obtaining information from such a vulnerable group using quantitively based surveys is often inappropriate or insensitive. This paper introduces to Euro-western market researchers the concepts of flipping and yarning as a market research approach that has been used by Indigenous Australians for thousands of years. This circular market research approach demonstrates that ensuring a cultural understanding of the community can provide a foundation for a research approach that is ‘considered’ and respectful. It is hoped that this type of methodology can be used with other vulnerable communities as well as other diverse groups.
Citation: International Journal of Market Research
PubDate: 2023-03-20T01:58:45Z
DOI: 10.1177/14707853231165471
- To See the Invisible: An Empirical Comparison of Methods for Text-Based
Sentiment Analysis of Online Contents From People With Autism Spectrum
Condition-
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Authors: Kuan-Chou Ko, Shian-Ko Liu, Chih-Ping Wei, Jia-Shiuan Hsieh, Ren-Han Yang
Abstract: International Journal of Market Research, Ahead of Print.
With the growing awareness of autism, more and more organizations tried to adapt their service offerings to the special needs of autistic groups. However, the extant relevant research in marketing is still limited, and lacks empirical evidence from the field as well as affective measures. Thus, we explore a secondary research method that is able to capture affective states of autistic people. This research aims to solve two critical assumption questions relevant to the feasibility to utilize online secondary data here: (1) How to efficiently discriminate autistic groups from neurotypical people among a huge amount of unstructured online data, given that the autistic identity is usually unlabeled and invisible' (2) Do the online contents by autistic groups provide good diagnosticity for sentiment analysis, given that many studies in this area doubted the emotional processing ability of autistic people' In our case study, we focused on people who were diagnosed with autism and successfully identified 664 autistic individuals, and then collected their user-generated content on Reddit. In the end, we collected 9305 sentences in 842 posts for sentiment analysis. Based on the results of three content analysis methods in our case study, we recommend a hybrid method that involves a collaboration between human coders and AI-enabled analysis. We provide a detailed procedure about how to implement this method, and also metrics that help to evaluate the analysis results. This method can significantly improve the efficiency of the coding process with an acceptable loss of data points, which solves the first assumption question. This paper further shows that autistic groups would provide emotional information in an online environment but in a different behavioral pattern at the aggregate level, which solves the second assumption question and is initial evidence to encourage future empirical research on autistic consumers to include emotional factors.
Citation: International Journal of Market Research
PubDate: 2023-02-21T11:45:27Z
DOI: 10.1177/14707853231158605
- Insights on Metrosexuality and Consumption for Marketers in South-East
Europe-
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Authors: Vasileios Magklaras, Alexandros Kapoulas, Natyra Xharavina, George Miaoulis
Abstract: International Journal of Market Research, Ahead of Print.
This article explores the emergence of metrosexuals among millennial men in five South-East Europe (SEE) countries and their subculture of consumption. It qualitatively studies their beliefs about masculinity and metrosexuality, and it identifies their purchasing behaviours’ of grooming products online and offline by employing digital extended self-theory to provide strategic guidance for marketers and new insights for academics. This qualitative study includes ten semi-structured in-depth interviews and one hundred qualitative open-ended questionnaires. Additionally, it employs netnography to analyze the subculture of consumption of male metrosexuality in two representative blogs. The findings reveal that SEE millennial men embrace a dual identity, a traditional masculine identity, which co-exists with their metrosexuality, creating an emotional conflict as they differ along an accepted to extreme continuum. Metrosexual men are heavy users of personal grooming products favouring online purchasing (1) due to the frequent lack of retail availability in SEE countries and (2) their sense of embarrassment––the underlying emotional conflict. This study directly challenges the existing academic literature, which supports the dominance of traditional masculine identity among developing countries. For both marketers and academics, it presents a different market reality. Metrosexual males show a distinctly different self-identity online from offline. Social media provides them with a safe space, which is often subject to public embarrassment in offline settings. These findings have note-worthy implications for marketing practitioners including communication messaging, social media strategy, brand identity and presence, and product development. They provide insights for both practitioners and academics regarding the subculture of consumption of metrosexuals in the historically macho male-dominated SEE regions.
Citation: International Journal of Market Research
PubDate: 2023-01-20T01:39:02Z
DOI: 10.1177/14707853231151880
- Exploring young voter engagement and journey mapping across political
events-
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Authors: Mojtaba Poorrezaei, Christopher Pich, Guja Armannsdottir, Ines Branco-Illodo, John Harvey
Abstract: International Journal of Market Research, Ahead of Print.
This interdisciplinary study aims to explore the lived experiences and engagement of young voters from a customer journey perspective. To achieve this, the present study investigates voter engagement journey with various political events (2015 UK General Election, 2016 UK-EU Referendum, 2017 UK General Election and future elections). The authors collected data via phenomenological in-depth interviews with young voters 18–24 years. The results show different engagement journeys and touchpoints. In particular, the findings reveal that (1) young voters were not apathetic of politics as long as they could identify the personal impact of political issues-policies (i.e., sticky customer journey); (2) the ‘voter journey’ is dynamic resulting in stronger engagement yet limited long-term party loyalty; and (3) voters used multiple touchpoints to engage with the political process combining media, voter-led research and interactions with personal networks and political stakeholders (online and off-line). This study puts forward the voter engagement and journey mapping framework which represents a mechanism for researchers and practitioners to gain access into the hidden world of the voter journey and periodically explore levels of engagement across political events. To our knowledge, this is the first study examining customer journeys in a political context and provides insights for political campaign managers to effectively improve voters’ engagement.
Citation: International Journal of Market Research
PubDate: 2023-01-20T01:09:28Z
DOI: 10.1177/14707853231151890
- Researching the marginalised bottom of the pyramid in Africa: Lessons and
prospects for inclusive, relevant practices-
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Authors: Tendai Chikweche, James Lappeman, Paul Egan
Abstract: International Journal of Market Research, Ahead of Print.
Africa is home to 27 of the world’s 28 poorest, marginalised and most vulnerable countries. There are limited studies on the challenges and opportunities of researching marginalised consumers in Africa, even though more than 440 million marginalised consumers consume products and services that require market research. This paper aims to critically identify and discuss the challenges and opportunities for researching marginalised consumers in Africa using insights from empirical studies conducted in various countries between 2009 and 2022. The paper proposes a conceptual framework that outlines the methodological and operational challenges and enablers for market research and concludes with practical guidelines of considerations that researchers should take for researching the marginalised in Africa.
Citation: International Journal of Market Research
PubDate: 2023-01-04T09:53:41Z
DOI: 10.1177/14707853221147190
- Methodologies for researching marginalised and/or potentially vulnerable
groups-
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Authors: Clifford Lewis, Michael Mehmet, Sarah Quinton, Nina Reynolds
First page: 147
Abstract: International Journal of Market Research, Ahead of Print.
Citation: International Journal of Market Research
PubDate: 2023-02-10T08:32:15Z
DOI: 10.1177/14707853231155238
- The 5R Guidelines for a strengths-based approach to co-design with
customers experiencing vulnerability-
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Authors: Rebekah Russell-Bennett, Nick Kelly, Kate Letheren, Kathleen Chell
First page: 167
Abstract: International Journal of Market Research, Ahead of Print.
This research note addresses a significant gap in the literature in researching marginalised customers who may potentially experience vulnerability: the need to use a strengths-based approach in designing social marketing research. There has been a (positive) trend in recent decades towards greater inclusion of stakeholders in social marketing research, design and evaluation through the adoption of co-design methods. However, a theoretical issue that has not been adequately addressed within social marketing research (with some exceptions) is that it is possible to use co-design methods in such a way that the language and approaches that are employed serve to further disempower these groups through a deficit-based discourse. This research note uses reflexivity to propose a set of guidelines for how to implement a strengths-based approach when co-designing with customers experiencing vulnerability, specifically from a social marketing perspective. A real-world program in the context of empowering mature women to maintain secure housing is used to illustrate the guidelines.
Citation: International Journal of Market Research
PubDate: 2023-01-20T06:08:45Z
DOI: 10.1177/14707853231151605
- Studying Pre-Adolescents: An Autoethnographic Account of a
Parent-as-Researcher-
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Authors: Adriana Schneider Dallolio
First page: 297
Abstract: International Journal of Market Research, Ahead of Print.
This article advances the methodological perspective toward studying children, articulating parent-as-researcher (PAR) and children as co-researchers to generate high levels of novel discovery, especially in sensitive subjects related to this vulnerable group. It also underscores the rich possibilities of this inquiry form in studying children, which goes beyond authenticity to reveal children’s multi-layered voices. Furthermore, the insiders’ approach to the PAR’s inquiry and the perspective of children as co-researchers enlighten new ways to engage young consumers in research, allowing broad and deep discussion of subjects’ matters in their own voices. Finally, a guideline for researchers interested in following it is provided. As the text explains, professional researchers can apply the approaches with some adjustments, and non-parent researchers can engage parent co-researchers.
Citation: International Journal of Market Research
PubDate: 2023-01-05T04:12:29Z
DOI: 10.1177/14707853221150134
- Methodological Challenges in Energy Poverty Research
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Authors: Ute Dubois, Anca Sinea
First page: 340
Abstract: International Journal of Market Research, Ahead of Print.
Energy poverty is an endemic phenomenon affecting millions of households around the world. An abundant literature, employing various single or combined methods, is dedicated to understanding its causes, symptoms, and the lived experiences of these households. This article explores the challenges raised when implementing qualitative research on energy poor households. We analyse a set of 33 research outputs - academic papers and reports - to identify methodological challenges raised by researchers and their possible resolves. By discussing the difficulties related to the operationalization of the concept of energy poverty, those linked to identifying and engaging energy poor households in research, or to the complex nature of their vulnerabilities, the study aims to develop a grounded theory articulated on the narrative of the findings and provide guidance for future qualitative work on energy poverty performed by researchers and stakeholders involved in alleviating it.
Citation: International Journal of Market Research
PubDate: 2023-02-10T06:44:45Z
DOI: 10.1177/14707853231155393
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Hybrid journal (It can contain Open Access articles)
