Subjects -> ADVERTISING AND PUBLIC RELATIONS (Total: 23 journals)
Showing 1 - 8 of 8 Journals sorted by number of followers
Book History     Full-text available via subscription   (Followers: 114)
Journal of Marketing Research     Full-text available via subscription   (Followers: 70)
Journal of Marketing     Full-text available via subscription   (Followers: 51)
Journal of Consumer Psychology     Hybrid Journal   (Followers: 44)
International Journal of Complexity in Leadership and Management     Hybrid Journal   (Followers: 27)
Design and Culture : The Journal of the Design Studies Forum     Hybrid Journal   (Followers: 26)
Journal of International Marketing     Full-text available via subscription   (Followers: 24)
International Journal of Advertising     Full-text available via subscription   (Followers: 22)
Journal of Advertising     Hybrid Journal   (Followers: 20)
Public Relations Review     Hybrid Journal   (Followers: 16)
International Journal of Market Research     Hybrid Journal   (Followers: 14)
Journal of Advertising Research     Full-text available via subscription   (Followers: 14)
Journal of Public Policy & Marketing     Full-text available via subscription   (Followers: 14)
Journal of Public Relations Research     Hybrid Journal   (Followers: 12)
Foundations and Trends┬« in Marketing     Full-text available via subscription   (Followers: 11)
Advertising & Society Review     Full-text available via subscription   (Followers: 10)
Journal of Interactive Advertising     Open Access   (Followers: 7)
Public Relations Inquiry     Hybrid Journal   (Followers: 5)
Journal of Current Issues & Research in Advertising     Hybrid Journal   (Followers: 5)
Young Consumers: Insight and Ideas for Responsible Marketers     Hybrid Journal   (Followers: 4)
Place Branding and Public Diplomacy     Hybrid Journal   (Followers: 1)
Revista Internacional de Relaciones P├║blicas     Open Access   (Followers: 1)
Similar Journals
Journal Cover
Journal of Advertising Research
Journal Prestige (SJR): 0.87
Citation Impact (citeScore): 2
Number of Followers: 14  
 
  Full-text available via subscription Subscription journal
ISSN (Print) 1470-7853 - ISSN (Online) 2515-2173
Published by Sage Publications Homepage  [1174 journals]
  • Who Is Willing to Use Audio and Voice Inputs in Smartphone Surveys, and
           Why'

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      Authors: Timo Lenzner, Jan Karem Höhne
      Abstract: International Journal of Market Research, Ahead of Print.
      The ever-growing number of respondents completing web surveys via smartphones is paving the way for leveraging technological advances to improve respondents’ survey experience and, in turn, the quality of their answers. Smartphone surveys enable researchers to incorporate audio and voice features into web surveys, that is, having questions read aloud to respondents using pre-recorded audio files and collecting voice answers via the smartphone’s microphone. Moving from written to audio and voice communication channels might be associated with several benefits, such as humanizing the communication process between researchers and respondents. However, little is known about respondents’ willingness to undergo this change in communication channels. Replicating and extending earlier research, we examine the extent to which respondents are willing to use audio and voice channels in web surveys, the reasons for their (non)willingness, and respondent characteristics associated with (non)willingness. The results of a web survey conducted in a nonprobability online panel in Germany (N = 2146) reveal that more than 50% of respondents would be willing to have the questions read aloud (audio channel) and about 40% would also be willing to give answers via voice input (voice channel). While respondents mostly name a general openness to new technologies for their willingness, they mostly name preference for written communication for their nonwillingness. Finally, audio and voice channels in smartphone surveys appeal primarily to frequent and competent smartphone users as well as younger and tech-savvy respondents.
      Citation: International Journal of Market Research
      PubDate: 2022-05-17T10:54:02Z
      DOI: 10.1177/14707853221084213
       
  • Strategic Use of Preference Stability Information for Product Evaluation

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      Authors: Erika Hlédik, Csilla Horváth
      Abstract: International Journal of Market Research, Ahead of Print.
      Preference stability can be a useful and supportive indicator for making strategic and tactical marketing decisions as it can assist short- and longer-term choices regarding product/brand characteristics and attributes. We provide a measurement approach combined with a model for strategic product/brand development decisions and subsequent marketing actions. Managers could use such insights when contrasting different attributes (e.g., design vs. camera of mobile phones) and also when making decisions about characteristics (e.g., different degrees of camera resolution of mobile phones). Such insights shall guide managers on where to invest and on how to leverage consumer preferences more effectively to generate sales for the company. We illustrate the use of our model of preferences and preference stability of product characteristics in three complementary studies (assessing yoghurt, energy drinks, and mobile phones).
      Citation: International Journal of Market Research
      PubDate: 2022-05-17T02:50:24Z
      DOI: 10.1177/14707853221101763
       
  • Using Natural Language Processing to Identify Effective Influencers

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      Authors: Xing Fang, Tianfu Wang
      Abstract: International Journal of Market Research, Ahead of Print.
      Identifying the right influencers for brands is often the starting point for a successful influencer campaign. However, influencer identification is understudied, and most previous studies have only discussed visible characteristics of influencers and their social networks, overlooking content-based metrics. Combining interdisciplinary theories and techniques from marketing, linguistics, and computer science, we propose a data-driven automated text analysis framework to identify characteristics of effective influencers using influencer posts. Specifically, we propose a model that incorporates influencer personality traits captured by natural language processing, accounting for traditional covariates, such as network structure and follower engagement. In addition, we use a dataset that attributes influencer social media activities to customer purchases to address fake engagement and showcase our automated textual analysis. The proposed framework can help marketers develop influencer profiles and predict optimal influencers for their campaigns.
      Citation: International Journal of Market Research
      PubDate: 2022-05-11T02:35:58Z
      DOI: 10.1177/14707853221101565
       
  • In Pursuit of the “Pink Pound”: A Systematic Literature Review

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      Authors: Philip Coombes, Pallavi Singh
      Abstract: International Journal of Market Research, Ahead of Print.
      The visibility of non-heterosexual identities is more prevalent today than ever before, yet there is little research about the consumption behaviors and preferences of lesbian, gay, bisexual, transgender, transsexual, queer, 2/two-spirit, questioning, intersex, asexual, ally, and other non-heterosexual (LGBTQ+) consumers—often referred to as the “pink pound”. A rare systematic review of LGBTQ+ literature is presented in this paper with the purpose of offering an argument for a wider adoption by marketing scholars and practitioners for research into LGBTQ+ consumer segments. The results of a longitudinal bibliometric analysis are presented to objectively demonstrate the hitherto limited engagement that consumer researchers have had with the discipline, and the limited degree that the discipline has influenced that literature. The key findings reveal a growing, but formative body of inter- and intra-disciplinary literature that, hitherto, has only just begun to be addressed by present day marketing researchers. A conclusion of the paper is that although the bibliometric analysis identifies the limited engagement with LGBTQ+ consumer research, this limited engagement appears to present a very significant lacuna and just as significant an opportunity for both marketing scholars and practitioners to engage much further with this literature in the future. Building on the analysis, the value of the paper also discusses potential directions for further research in marketing scholarship and practice.
      Citation: International Journal of Market Research
      PubDate: 2022-04-25T09:15:44Z
      DOI: 10.1177/14707853221088732
       
  • Gain-probability diagrams in consumer research

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      Authors: David Trafimow, Michael R. Hyman, Alena Kostyk, Ziyuan Wang, Tingting Tong, Tonghui Wang, Cong Wang
      Abstract: International Journal of Market Research, Ahead of Print.
      Marketing scholars often compare groups that occur naturally (e.g., socioeconomic status) or due to random assignment of participants to study conditions. These scholars often report group means, standard deviations, and effect sizes. Although such summary information can be helpful, it can misinform marketing practitioners’ decisions. To avoid this problem, scholars should also report the probability that one group’s member will score higher than another group’s member, and by various amounts. In this vein, newly conceived gain-probability diagrams can depict relevant, concise, and easy-to-comprehend probabilistic information. These diagrams’ nuanced perspective can contradict traditional significance test and effect size implications.
      Citation: International Journal of Market Research
      PubDate: 2022-04-19T02:34:48Z
      DOI: 10.1177/14707853221085509
       
  • Measurement equivalence in probability and nonprobability online panels

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      Authors: Hafsteinn Einarsson, Joseph W Sakshaug, Alexandru Cernat, Carina Cornesse, Annelies G Blom
      Abstract: International Journal of Market Research, Ahead of Print.
      Nonprobability online panels are commonly used in the social sciences as a fast and inexpensive way of collecting data in contrast to more expensive probability-based panels. Given their ubiquitous use in social science research, a great deal of research is being undertaken to assess the properties of nonprobability panels relative to probability ones. Much of this research focuses on selection bias, however, there is considerably less research assessing the comparability (or equivalence) of measurements collected from respondents in nonprobability and probability panels. This article contributes to addressing this research gap by testing whether measurement equivalence holds between multiple probability and nonprobability online panels in Australia and Germany. Using equivalence testing in the Confirmatory Factor Analysis framework, we assessed measurement equivalence in six multi-item scales (three in each country). We found significant measurement differences between probability and nonprobability panels and within them, even after weighting by demographic variables. These results suggest that combining or comparing multi-item scale data from different sources should be done with caution. We conclude with a discussion of the possible causes of these findings, their implications for survey research, and some guidance for data users.
      Citation: International Journal of Market Research
      PubDate: 2022-04-19T01:53:59Z
      DOI: 10.1177/14707853221085206
       
  • Acceptance and coverage of fast invitation methods to in-the-moment
           surveys

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      Authors: Carlos Ochoa, Melanie Revilla
      Abstract: International Journal of Market Research, Ahead of Print.
      When asking survey participants about past events, respondents might not properly recall the requested information. Surveying participants right when an event of interest occurs should reduce these recall errors.Such “in-the-moment surveys” are used nowadays but only in very specific occasions. Online panels that ask their members to share their online behaviors (metered panels) offer a new opportunity to use in-the-moment surveys whenever an online event of interest is detected.Previous research shows that the willingness to participate in in-the-moment surveys is notably high in metered panels, but even panellists willing to participate may fail to do so if they do not see the invitation in time. Very little is known about how participants perceive the different invitation methods available.A survey of members of a metered panel in Spain reveals that invitation methods deployed on smartphones get higher levels of acceptance and coverage, and are perceived as fastest. Moreover, offering several invitation methods on different devices would maximize the opportunities to participate in time, making them more feasible.
      Citation: International Journal of Market Research
      PubDate: 2022-04-15T05:50:45Z
      DOI: 10.1177/14707853221085204
       
  • Consumer preference structure of online privacy concerns in an IoT
           environment

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      Authors: Woojae Kim, Yuri Park, Jungwoo Shin, Manseok Jo
      Abstract: International Journal of Market Research, Ahead of Print.
      Due to the development of the Internet of Things (IoT) and IoT environments, various concerns have been raised regarding personal information infringement and leakage. To establish a policy for addressing this issue, it is essential to estimate the damage caused by personal information infringement and leakage and decide upon an appropriate policy direction that reflects consumer’s value of their personal information. Therefore, we first estimated how much consumers value each type of personal information using contingent valuation method and assigning a monetary value to each information type. Second, we analyzed consumers’ preference for conditions in which they will provide personal information. A conjoint analysis was used to discover consumer preference concerning the various attributes of the conditions and a mixed logit model was used for the empirical analysis. The results of the analysis show that consumers valued personal information related to private life the most, at approximately USD 110 on average. We also found that demographic variables such as gender and income level affect personal information values. The results of the attributes required to provide personal information analysis found that opt-in was preferred to opt-out and that consumers preferred having optimal authority to control their personal information, rather than whole authority. These results show that consumers are willing to provide their personal information when an adequate reward is given. Therefore, formulating policy direction to establish a confidential market for trading personal information rather than unconditional personal information protection is required.
      Citation: International Journal of Market Research
      PubDate: 2022-03-29T04:25:56Z
      DOI: 10.1177/14707853221080067
       
  • Beauty Types of Female Advertising Models in Asia

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      Authors: Pornchanoke Tipgomut, Leonard J Paas, Angela McNaught
      Abstract: International Journal of Market Research, Ahead of Print.
      Previously published research has addressed the beauty types of female advertising models from Western perspectives, which have also been applied directly to classify Asian models. We report qualitative research results which show that Asian consumers’ beauty typologies differ from Western consumers’ typologies and are mostly based on models’ facial characteristics. We identified 10 beauty types for classifying Asian advertising models, of which seven are newly established. The subsequent quantitative study shows that eight of these types are either sexually oriented (international beauty, Korean beauty, sexy, cool) or aesthetic (pretty, natural, sweet, local beauty). Furthermore, we find that cosmetic surgery procedures lead to respondents perceiving the model as displaying more sexually oriented beauty types. We discuss the implications of these findings for advertising effectiveness in Asian contexts, and for academic and societal relevance.
      Citation: International Journal of Market Research
      PubDate: 2022-02-15T01:37:39Z
      DOI: 10.1177/14707853211055054
       
  • Market Segmentation of Online Reviews: A Network Analysis Approach

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      Authors: Hui-Ju Wang
      Abstract: International Journal of Market Research, Ahead of Print.
      With the popularity of online reviews, brand managers have opportunities to segment their markets according to the reviews of their products or services by customers. Nonetheless, it has been suggested that traditional market segmentation methods are ineffective at analyzing online review data due to the complex features and large amount of this type of data; specifically, traditional methods fail to take into account the networked nature of interactive relationships among reviewers and brands across online review websites. Accordingly, this study proposes a network analysis approach for the market segmentation of online reviews. Collecting samples from Yelp via web scraping, this study demonstrates how network analysis techniques can be utilized to segment online reviewers through a four-step process. The results reveal the core and peripheral market segments, as well as the bridge segment in the core. The study contributes to offering marketing researchers and managers a new network structure analysis approach for the market segmentation of online reviews.
      Citation: International Journal of Market Research
      PubDate: 2022-01-04T10:45:05Z
      DOI: 10.1177/14707853211059076
       
  • A Cross-Cultural Study on the Effects of Envy-Evoking Ads

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      Authors: Sowon Ahn, Myung-Soo Jo, Emine Sarigollu, Chang Soo Kim
      Abstract: International Journal of Market Research, Ahead of Print.
      Ads often feature celebrities or others similar to the target viewer and thereby evoke envy. Envy occurs when people make an upward social comparison, and evoked envy can be either benign or malicious. The authors propose that people with different self-construals feel different degrees of benign and malicious envy depending on who is being envied: a celebrity or a similar other. Three studies were conducted comparing Americans to Koreans (Study 1), Americans to the Chinese (Study 2), and Koreans with different self-construals (Study 3). The results showed that people with high independence showed less benign envy toward the celebrity ad than toward the similar others ad, while people with low independence showed the opposite pattern. People with high interdependence showed less malicious envy toward the celebrity ad than toward the similar others ad, while people with low interdependence showed the opposite pattern.
      Citation: International Journal of Market Research
      PubDate: 2022-01-03T12:14:45Z
      DOI: 10.1177/14707853211063845
       
  • A Neural Network Extension for Solving the Pareto/Negative Binomial
           Distribution Model

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      Authors: Shao-Ming Xie
      First page: 420
      Abstract: International Journal of Market Research, Ahead of Print.
      This research proposes a new estimation scheme to solve the estimation burden of the Pareto/NBD model and to release its power in out-of-sample prediction and then builds a neural network-based model (NNA-based model) for parameter estimation of the Pareto/NBD model, by designing a loss function to include the likelihood of the Pareto/NBD model and the mean absolute error. Following empirical analysis with a real dataset and simulation datasets, the main results are as follows. (1) The NNA-based model encounters a relatively skewed prediction in inactive prediction and focuses more on inactive prediction, while the heuristic method has a balanced prediction. (2) The Pareto/NBD model has better repeat purchase prediction compared to that under the mean absolute error, but the NNA-based model has a better fitting in the repeat purchase distribution. (3) The distribution of estimated parameters between these two models is quite different, but is able to realize the same prediction purpose. The NNA-based model also has greater application opportunities in the commercial environment because the learned estimator is applicable to different transaction timing patterns. These findings clarify that the NNA-based model solves the estimation burden and releases the predictive power of the Pareto/NBD model.
      Citation: International Journal of Market Research
      PubDate: 2022-02-10T10:12:56Z
      DOI: 10.1177/14707853211072817
       
  • Comparative Analysis of Attributions From Customer Experiences and
           Journeys

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      Authors: David A. Gilliam, Teresa Preston, Casey C. Rockwell, John R. Hall
      Abstract: International Journal of Market Research, Ahead of Print.
      This study developed a Comparative Analysis of Attributions method to explore sensemaking after customer experiences and journeys. Its foundation rests on the constructs of attribution theory by which actors make sense of the causes of events. Customer experiences and journeys involve both consumers and the firm’s employees interacting at touchpoints in a value co-creation attempt; each actor then makes attributions about the exchange experience. The qualitative inquiry compared attributions across actors after value co-creation (co-destruction) in a banking services context during the financial crisis. This showed how misunderstandings of one’s own and others’ sensemaking attributions can affect value co-creation during the customer experience and journey. The analysis thus offered managerially actionable information. Marketers may then improve internal and external messaging, touchpoints, and operations for better customer journeys. Academic researchers may use this method to map the continuum of attributional biases, errors, and styles across actors, industries, and contexts.
      Citation: International Journal of Market Research
      PubDate: 2021-12-28T09:14:06Z
      DOI: 10.1177/14707853211060262
       
  • A Latent Allocation Model for Brand Awareness and Mindset Metrics

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      Authors: Pablo Marshall
      Abstract: International Journal of Market Research, Ahead of Print.
      Mindset metrics, the measurement of consumers’ perceptions, attitudes, and intentions, have a long tradition in marketing, particularly in advertising and branding. Some of the most usual mindset metrics are brand awareness, brand image, personality traits, and attribute importance. Brand awareness and other mindset measures have the form of texts (bag of words). And, a natural methodology for analyzing these variables is topic modeling and the popular Latent Dirichlet allocation (LDA) model. The LDA methodology assumes that brands or concepts are represented by clusters of brands in consumers’ minds. This study proposes an extension/modification of the LDA model for brand awareness and other mindset variables that incorporate Bernoulli observations instead of the Multinomial specification present in the usual LDA specification. This extension is relevant since, unlike words in texts, brands and mindset concepts are not repeated within a document and have a dichotomous form, present or absent. The proposed model is applied to two brand awareness datasets. The results show significant gains in both managerial insights in analyzing brand clusters and consumers’ profiles.
      Citation: International Journal of Market Research
      PubDate: 2021-08-20T10:36:15Z
      DOI: 10.1177/14707853211040052
       
  • Investigating the Effects of Narrative Advertising in a Real-Life Setting

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      Authors: Serdar Yıldız, Necip Serdar Sever
      Abstract: International Journal of Market Research, Ahead of Print.
      This study investigates the effects of narrative ads, which differ in terms of narrative focus and brand prominence in a native advertising context. Considering the recent methodological debates about advertising and consumer experiments, we aim to design the research to be as realistic as possible. We produced video ad stimuli and published them as sponsored posts on Instagram to test the effects in a real-life setting. In this way, online engagement behavior was examined through social media metrics. The users who clicked on the ad were directed to the research website and asked to answer the scales of narrative transportation and attitude toward the ad. While the ads achieved different engagement results in line with their content features, transportation and attitude results demonstrate the superiority of narrative ads, which are product-oriented and with low brand prominence.
      Citation: International Journal of Market Research
      PubDate: 2021-07-21T02:41:33Z
      DOI: 10.1177/14707853211033734
       
  • How Regulatory Focus Affects Perceptions of Online Limited-Time Promotions

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      Authors: Lei Song
      Abstract: International Journal of Market Research, Ahead of Print.
      Prior research on online limited-time promotions has not yet examined the role of regulatory focus and culture. As e-tailers expand across the globe, they need to understand how customers with a different regulatory focus across cultures react to online limited-time promotions. This study, using the lens of regulatory focus, examines the impact of time constraints and framing of online limited-time promotions on different culture customers’ price and product judgments. Through analyzing previous literature and identifying relevant insights from that work, we found that different combinations of time constraints and message framing should be used for customers who are prevention- (e.g., East Asian) versus promotion- (e.g., Caucasian) focused. Theoretical and practical implications are also discussed.
      Citation: International Journal of Market Research
      PubDate: 2021-07-21T01:51:40Z
      DOI: 10.1177/14707853211031503
       
  • A Brand Like a Friend—How Brand Likeability Influences Brand
           Perception

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      Authors: Martin Ohlwein, Pascal Bruno
      First page: 295
      Abstract: International Journal of Market Research, Ahead of Print.
      Being the customer’s friend is considered an advantageous position for a brand. To achieve this position, brand likeability, that is, the degree of perceived appeal a customer has for a brand, plays an important role. Research suggests that satisfaction and loyalty are outcomes of likeability. However, little is known about its influence on perceptions of objective brand attributes. The present study uncovers that brand likeability positively influences both product quality and price fairness. Moreover, likeability affects loyalty, both directly and mediated by the constructs of product quality, price fairness, and satisfaction. Thus, achieving likeability as a brand can be regarded as a key task of brand management. If a brand is perceived as likeable, the chances that customers will be willing to accept a price premium and overlook qualitative shortcomings of a product are higher.
      Citation: International Journal of Market Research
      PubDate: 2021-08-31T01:16:00Z
      DOI: 10.1177/14707853211039190
       
  • A Meta-Analysis of How Country-Level Factors Affect Web Survey Response
           Rates

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      Authors: Jessica Daikeler, Henning Silber, Michael Bošnjak
      First page: 306
      Abstract: International Journal of Market Research, Ahead of Print.
      A major challenge in web-based cross-cultural data collection is varying response rates, which can result in low data quality and non-response bias. Country-specific factors such as the political and demographic, economic, and technological factors as well as the socio-cultural environment may have an effect on the response rates to web surveys. This study evaluates web survey response rates using meta-analytical methods based on 110 experimental studies from seven countries. Three dependent variables, so-called effect sizes, are used: the web response rate, the response rate to the comparison survey mode, and the difference between the two response rates. The meta-analysis indicates that four country-specific factors (political and demographic, economic, technological, and socio-cultural) impact the magnitude of web survey response rates. Specifically, web surveys achieve high response rates in countries with high population growth, high internet coverage, and a high survey participation propensity. On the other hand, web surveys are at a disadvantage in countries with a high population age and high cell phone coverage. This study concludes that web surveys can be a reliable alternative to other survey modes due to their consistent response rates and are expected to be used more frequently in national and international settings.
      Citation: International Journal of Market Research
      PubDate: 2021-11-26T12:00:38Z
      DOI: 10.1177/14707853211050916
       
  • Customer Experience: Extracting Topics From Tweets

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      Authors: Manit Mishra
      First page: 334
      Abstract: International Journal of Market Research, Ahead of Print.
      The ubiquity of social media platforms facilitates free flow of online chatter related to customer experience. Twitter is a prominent social media platform for sharing experiences, and e-retail firms are rapidly emerging as the preferred shopping destination. This study explores customers’ online shopping experience tweets. Customers tweet about their online shopping experience based on moments of truth shaped by encounters across different touchpoints. We aggregate 25,173 such tweets related to six e-retailers tweeted over a 5-year period. Grounded on agency theory, we extract the topics underlying these customer experience tweets using unsupervised latent Dirichlet allocation. The output reveals five topics which manifest into customer experience tweets related to online shopping—ordering, customer service interaction, entertainment, service outcome failure, and service process failure. Topics extracted are validated through inter-rater agreement with human experts. The study, thus, derives topics from tweets about e-retail customer experience and thereby facilitates prioritization of decision-making pertaining to critical service encounter touchpoints.
      Citation: International Journal of Market Research
      PubDate: 2021-09-28T09:36:24Z
      DOI: 10.1177/14707853211047515
       
  • The cultural influences of narrative content on consumers’
           perceptions of helpfulness

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      Authors: Ning Fu
      First page: 354
      Abstract: International Journal of Market Research, Ahead of Print.
      The rapid development of text analytics enables marketers to obtain the information extracted from the narrative content in user-generated content (UGC). Recent studies have also demonstrated that people with different cultural backgrounds may express their opinions about their purchase in diverse manners. This study focuses on the impact of the narrative content of consumers’ perception of helpfulness. It first identifies four contextual dimensions to propose a theoretical model, demonstrating that perceptions of helpfulness may differ in respect to the consumers’ varied cultural backgrounds (e.g., individualism vs. collectivism). By using Linguistic Inquiry and Word Count (LIWC), the study empirically tests the hypotheses by analyzing 111,857 movie reviews collected for 167 American movies released both in the United States and in China from 2013 to 2016. The results reveal that individualist consumers perceive an online review that contains more self-description and future-focus content as helpful, whereas collectivist consumers rely more on online reviews containing social description and past-focus content.
      Citation: International Journal of Market Research
      PubDate: 2021-10-01T08:21:11Z
      DOI: 10.1177/14707853211023033
       
  • Greener than Others' Exploring Generational Differences in Green
           Purchase Intent

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      Authors: Chang-Dae Ham, Un Chae Chung, Woo Jin Kim, Seo Yoon Lee, Sang-Hwa Oh
      First page: 376
      Abstract: International Journal of Market Research, Ahead of Print.
      This study explored the generation gap in American consumers’ green perceptions and purchase intentions across four generations (Gen Z, Y, X, and Baby Boomers) from the perspectives of consumer socialization and social intelligence. Analyzing a nationally representative sample of adults in the United States (N = 19,450), the survey results revealed that the American consumer’s green norms and beliefs varied by generation. A series of multiple regression analyses showed that each generation had similar but idiosyncratic beliefs in purchasing products from green companies. Theoretical and practical implications are discussed.
      Citation: International Journal of Market Research
      PubDate: 2021-07-21T01:47:19Z
      DOI: 10.1177/14707853211034108
       
  • Segmenting the Bottom of the Pyramid Consumers: Theoretical Approach

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      Authors: Devinder P. Singh, Justin Paul, Pooja Sharma
      First page: 397
      Abstract: International Journal of Market Research, Ahead of Print.
      The Bottom of the Pyramid (BOP) market deserves further attention from researchers. The purpose of the paper is to profile the psychographic and behavioral heterogeneity within the BOP market in India employing a theoretical approach. We use constructs of the Theory of planned behavior (TPB) to identify distinct BOP segments. It segments the BOP market in the context of durable goods, non-durable goods, and services. The findings demonstrate the presence of three consumer segments, each of the durable and non-durable goods. In the context of services, the findings show the existence of four segments of BOP consumers. This study offers insights into application of behavioral theories for segmentation, which could help with behavioral change of BOP consumers to use high-quality products and services. Further, it is significant because the BOP market has witnessed a progressive decline in size as a large segment of the BOP market is being transformed into the middle class. Comprehension of the cognitive and behavioral tendencies of each consumer segment would strategically help in retaining the brand loyal BOP customers when they upgrade to the middle class.
      Citation: International Journal of Market Research
      PubDate: 2021-11-23T04:31:16Z
      DOI: 10.1177/14707853211055048
       
 
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