JournalTOCs

International Journal of Market Research
Journal Prestige (SJR): 0.393

Citation Impact (citeScore): 1
Number of Followers: 14

Hybrid journal (It can contain Open Access articles)
ISSN (Print) 1470-7853 - ISSN (Online) 2515-2173
Published by Sage Publications

[1174 journals]

Special Issue: The Future of Qualitative Methods
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  Authors: Lauren Schrock, Mark Saunders, Anca Yallop, Maria Di Domenico, Wendy Hein, Mark Thorpe, Chris Barnham
  Pages: 560 - 561
  Abstract: International Journal of Market Research, Volume 64, Issue 4, Page 560-561, July 2022.
  
  Citation: International Journal of Market Research
  PubDate: 2022-06-20T02:53:19Z
  DOI: 10.1177/14707853221104516
  Issue No: Vol. 64, No. 4 (2022)
The impact of social media visual features on acceptance of meat
substitute
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  Authors: Felix Septianto, Joya A Kemper, Huy P Quang, Shuge Li, Junbum Kwon
  Abstract: International Journal of Market Research, Ahead of Print.
  There is a growing demand for meat substitutes among consumers, given that excessive meat consumption is associated with negative consequences for personal health and the environment. However, the market shares of such meat substitutes remain low, thus highlighting the need to further investigate how to increase consumer acceptance of meat substitutes. The present research investigates social media data of plant-based meat brands and explores how visual features could lead to a high number of likes, which is a numerical representation of social acceptance. The findings of this research show that social media posts with warm color, vertical symmetry, and horizontal symmetry receive a higher number of likes. Further, there is a joint effect between warm color and vertical symmetry, such that vertical symmetry would strengthen the positive effect of warm color on the number of likes. These findings offer a more nuanced understanding of how to increase consumer acceptance of meat substitutes and how to promote plant-based meat brands in social media.
  Citation: International Journal of Market Research
  PubDate: 2022-06-09T07:44:10Z
  DOI: 10.1177/14707853221107309
Impact of question topics and filter question formats on web survey
breakoffs
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  Authors: Zeming Chen, Alexandru Cernat, Natalie Shlomo, Stephanie Eckman
  Abstract: International Journal of Market Research, Ahead of Print.
  Web surveys have become increasingly popular over the last decade, but they tend to suffer from breakoffs, which take place when respondents start the survey but do not complete it. Many studies have investigated the factors impacting breakoffs, but they often ignored the breakoff timing and gave scant attention to two factors: question topics and filter question formats (grouped vs. interleafed as defined by whether filter questions are presented upfront or not). Using survival analysis, this study first identifies when breakoffs are more likely to happen and what are the time-varying predictors of breakoffs. Then, by using a web survey that experimentally manipulates the filter question format and randomly orders the question topic, this study investigates the effect of question topics and filter question formats on the breakoff event and its timing. We find that most breakoffs tend to happen at the beginning of the questionnaire and at the place where a new question topic is introduced. While item nonresponse is associated with more breakoffs, it is surprising to see that open-ended and long questions are associated with a lower breakoff risk. Additionally, we discover that grouping the filter questions leads to fewer breakoffs at the beginning compared to the interleafed counterpart, but the breakoff risk in the grouped format catches up quickly when respondents realise their previous answers will trigger more questions. This study also shows that questions about insurance have more breakoffs while questions on demographics and income have fewer breakoffs despite their sensitivity level.
  Citation: International Journal of Market Research
  PubDate: 2022-06-06T04:15:14Z
  DOI: 10.1177/14707853211068008
Brand evaluations in sponsorship versus celebrity endorsement
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  Authors: Oliver Schnittka, Julian Hofmann, Marius Johnen, Carsten Erfgen, Zeinab Rezvani
  Abstract: International Journal of Market Research, Ahead of Print.
  Prior research conceptually assumes that sponsorships might have a stronger impact on brand attitude than do celebrity endorsements primarily due to the more indirect and less commercial intent to persuade. However, empirical evidence is lacking on why and under what conditions this assumed effect of sponsorships actually occurs. This paper empirically analyses potential mediating and moderating drivers of the effect of sponsorships compared with that of celebrity endorsements. The results reveal that higher level of perceived brand authenticity mediates the effect of sponsorships versus celebrity endorsement on brand attitude. Furthermore, the effect of sponsorships on brand authenticity is superior when (a) relative corporate social responsibility (CSR) spending in the industry is low and (b) the corporate reputation of the firm is good.
  Citation: International Journal of Market Research
  PubDate: 2022-06-03T12:51:07Z
  DOI: 10.1177/14707853221106309
Deciphering ‘Urge to Buy’: A Meta-Analysis of Antecedents
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  Authors: Justin Paul, Dr. Jaspreet Kaur, Dr. Shivani Arora, Mr. Sujay Vikram Singh
  Abstract: International Journal of Market Research, Ahead of Print.
  This paper presents a meta-analytical evaluation of the literature on the Urge to Buy (UTB). It seeks to establish the common antecedents of UTB as a construct by a thorough examination of the prior literature. Accordingly, the most significant antecedents of UTB are perceived enjoyment, perceived usefulness, hedonic and utilitarian values, positive and negative affects, scarcity, and impulsive buying tendency. The location of the studies has a moderating influence on the antecedents of UTB. Almost all the factors were more decisive in Eastern countries than Western. The limitations of the current study and the future research agenda have also been mentioned. The study results have both theoretical and practical implications contributing to the marketing research field. The implications of all the studies in the past on the UTB construct have been discussed, and the effect of these studies has been summarized with the meta-analysis technique.
  Citation: International Journal of Market Research
  PubDate: 2022-06-03T04:05:23Z
  DOI: 10.1177/14707853221106317
How are e-retailer brands related to the manufacturer brands they
offer'
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  Authors: Richard Huaman-Ramirez, Jean-François Toti
  Abstract: International Journal of Market Research, Ahead of Print.
  The purpose of this article is to examine how e-retailer brands are related to the manufacturer brands they offer. This study is grounded in the experiential branding perspective focusing on multiple dimensions (i.e., sensorial, affective, and intellectual). We also examine the moderating role of the consumer’s chronological age on the effects of both manufacturer brand experience and e-retailer brand experience on brand satisfaction. A sample of 252 beauty box French subscribers took part in our study, and we used partial least squares structural equation modelling to test our hypotheses. Our findings show that manufacturer brand experience positively and directly affects e-retailer brand experience, which in turn positively affects e-retailer brand satisfaction. We also show that chronological age has a positive moderating role on the relationship between e-retailer brand experience and e-retailer brand satisfaction.
  Citation: International Journal of Market Research
  PubDate: 2022-05-30T09:27:13Z
  DOI: 10.1177/14707853221095002
A grid-based approach to exploratory data analysis
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  Authors: Steven D Elliott
  Abstract: International Journal of Market Research, Ahead of Print.
  A grid-based approach to exploratory data analysis is described wherein the size of a grid’s cells may be altered. The primary tool of exploratory data analysis described here is cluster analysis. Background information is provided regarding the different types of clustering algorithms and their effectiveness. A grid-based approach for exploratory and cluster analysis is then described. Both exploratory and cluster analyses are performed for a series of different sizes of grid cells. Two marketing data sets are utilized to illustrate research questions often faced by market researchers. The first is a cluster analysis of cities used to create strata for selecting a representative probability sample. The second example is a segmentation of customers into groups for the purpose of targeting advertising and product insight. These examples illustrate related issues such as the elimination of “background noise” observations, significance tests for departures from uniform density, and metrics for the shape of a cluster.
  Citation: International Journal of Market Research
  PubDate: 2022-05-30T09:16:15Z
  DOI: 10.1177/14707853221093515
How can each brand’s buyer base buy the category at above the
average rate'
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  Authors: John G Dawes
  Abstract: International Journal of Market Research, Ahead of Print.
  An apparent anomaly in brand metrics data is that the aggregated buyer base of each brand appears to buy the category at above the average rate. This seems arithmetically impossible. The effect is real, but it has a simple explanation. It is caused by the fact that heavy category buyers buy more brands than light buyers do. They therefore appear in the buyer base of multiple brands, and so inflate the category buying rate for each brand to above the overall average rate. This study shows what it calls the ‘category purchase rate anomaly’ in empirical data, as well as demonstrating how it occurs via a simulated dataset.
  Citation: International Journal of Market Research
  PubDate: 2022-05-25T02:46:37Z
  DOI: 10.1177/14707853221104730
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
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
In Pursuit of the “Pink Pound”: A Systematic Literature Review
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  Authors: Philip Coombes, Pallavi Singh
  First page: 451
  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
  First page: 470
  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
  First page: 484
  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
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
  First page: 506
  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