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Journal of Contemporary Marketing Science
Number of Followers: 1  Hybrid journal * Containing 1  Open Access article(s) in this issue *ISSN (Online) 2516-7480 Published by Emerald  [360 journals]
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- Reassessing research on marketing channel strategies in the internet era:
opportunities, challenges, and responses-
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Authors: Yi Liu , Hengyuan Zhang
Abstract: Chinese marketing scholars have been studying marketing channel strategies for the past 20 years. However, the emergence of the internet and the digital economy has led to new marketing channels and practices that question the usefulness of this existing body of research, challenging Chinese marketing scholars specialized in channel strategy who are limited by path-dependent foundations and methods. This article reviews the research on marketing channel strategies by Chinese scholars, identifies the challenges posed by new channels and practices, and proposes some strategies for addressing these challenges. This study systematically summarizes the research on marketing channel strategies published by Chinese scholars in English or Chinese in the past 20 years. Including articles published in either English-language or Chinese-language marketing journals allows this review to summarize the overall current state of marketing channel strategy research. The theory and research methods used in studies of marketing channel strategies are relatively mature, and the field is saturated. However, the development of e-commerce and online channels have changed the structure of offline marketing channels, making Chinese scholars of marketing channel strategies to necessarily change Chinese scholars' thinking, methods, and research topics. Scholars from the fields of e-commerce, information system management, and big data are now conducting research on marketing channels. Chinese scholars who study marketing channel strategies need to establish and develop novel approaches to researching these new phenomena and practices. This article analyzes the challenges faced by Chinese scholars who study marketing channel strategies and provides suggestions for future research in the area. The findings will assist in the development of research on new online and offline channel phenomena in the era of the internet and the digital economy.
Citation: Journal of Contemporary Marketing Science
PubDate: 2022-05-17
DOI: 10.1108/JCMARS-01-2022-0001
Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
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- Instagram celebrities and positive user responses. The mediating role of
user “like”
Open Access Article-
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Authors: Arash Ahmadi , Shahab Fakhimi , Yavar Ahmadi
Abstract: The objective of this paper is to compare the effects of two types of celebrities (Instagram celebrity vs. traditional celebrity) on users' willingness to look for product information (promoted products). User “likes” (user's intention to give “like” the promoted brand post) and Instagram involvement are examined as applied moderators in the proposed theoretical model of this research. 203 participants contribute to an experimental study and were randomly assigned to one of the two conditions (Instagram celebrity vs. traditional celebrity). An American-South African woman as a traditional celebrity and an American woman as an Instagram celebrity were selected for this study. The outcomes demonstrate the power of Instagram celebrity in excess of the traditional celebrity. In addition, the findings indicate how users are more eager to “like” the post promoted by the Instagram celebrity. It also confirms that highly involved users (vs. lowly involved users) have a greater effect on the relationship between the Instagram celebrity and users' willingness to look for the product information. Managerial implications for social media marketing and Instagram marketing campaigns are provided. From the view of marketing planning, the findings speak to the potency of campaigns using Instagram celebrity as an effective branding strategy. This research in addition to highlighting the role of user “like” and user involved with Instagram, contributes to a better understanding of the importance of the promoted product information search in online marketing campaigns.
Citation: Journal of Contemporary Marketing Science
PubDate: 2022-04-26
DOI: 10.1108/JCMARS-01-2021-0002
Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
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- A study to explore the impact of entrepreneur’s nonequilibrium of moral
behavior on entrepreneur’s image evaluation-
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Authors: Jing Huang , Ruoyu Yu , Shengxiong Wen , Zelin Tong , Nan Zhou
Abstract: It is unattainable that entrepreneurs engage equivalent resources in public and private morality because of the limitation of resources. This study aims to conduct experiments to test how entrepreneurial deviation in morality affects legitimacy perception of consumers to entrepreneurs. This study conducted secondary data analysis and experiment to test how entrepreneurial deviation in morality affects legitimacy perception of consumers to entrepreneurs. The experimental results show that entrepreneurial deviation in morality negatively affects legitimacy perceptions of consumers to entrepreneurs. Specifically, when public moral is higher than private moral, consumers have negative perceptions of pragmatic legitimacy to entrepreneurs, because consumers perceive deviation behaviors disobey the norm “Li”. However, entrepreneurial private morality excels public morality, consumers have negative perceptions of social legitimacy to entrepreneurs because consumers perceive deviation behaviors disobey the norm “Qing”. Moreover, the authors examined entrepreneurial values moderate the effects of moral deviation and legitimacy perceptions. This study expands the ethical marketing of entrepreneurs from the perspective of the deviation between public morality and private morality.
Citation: Journal of Contemporary Marketing Science
PubDate: 2022-04-12
DOI: 10.1108/JCMARS-03-2022-0004
Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
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- The construction of consumer dynamic trust in cross-border online shopping
– qualitative research based on Tmall Global, JD Worldwide and NetEase
Koala-
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Authors: Xuhui Wang , Bo Zhao , Jiaqi Chen
Abstract: As Chinese imported cross-border e-commerce has entered a stage of rapid development, the problem of consumer shopping risk is increasingly prominent and the crisis of consumer trust is intensified. The theory of establishing consumer trust in traditional online shopping can no longer meet the need of cross-border context. The researchers used the methods of network logs and grounded theory. The data collection and analysis are conducted on consumer comments from Tmall Global, NetEase Koala and JD Worldwide in the product comment area. This article explored and extracted the moderating variables of consumer perceived risk and cross-border characteristics in cross-border e-commerce. Based on the theory of “perceived risk – consumer trust – consumer purchase decision – making,” this article deduced mechanism of consumer dynamic trust based on the whole process of cross-border e-commerce transaction. In the prepurchase, purchase and postpurchase stages of cross-border e-commerce transactions, consumers' perceived cognitive risk, transaction risk and utility risk are moderated by the cultural distance, geographical distance and institutional distance caused by the cross-border transaction subjects. On this basis, the preinfluence factors of trust in each transaction stage are synthesized to respectively influence the establishment of cognitive trust, emotional trust and behavioral trust, so as to affect consumers to make the order payment, confirm receipt and praise repurchase decisions. At the same time, with the advance of prepurchase, purchase and postpurchase transactions in cross-border online shopping, consumer trust presents a dynamic evolutionary path of “cognitive trust – emotional trust – behavioral trust.” This article expands the application context of the theory of consumer rational behavior from traditional online shopping to the context of cross-border online shopping and expands the scope of interpretation of the theory of consumer rational behavior. This article also supplements the theoretical gaps in the dynamic evolution of consumer trust in cross-border online shopping, enriches the decision-making process model of consumers in the context of cross-border online shopping and provides new ideas for follow-up research.
Citation: Journal of Contemporary Marketing Science
PubDate: 2022-02-24
DOI: 10.1108/JCMARS-08-2021-0031
Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
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- Family identity construction: an interpretation of the Lunar New Year's
Eve dinner consumption ritual-
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Authors: Haibo Xue , Xin Zhao , Pokachev Nikolay , Jiayi Qin
Abstract: Family dinner on Lunar New Year's Eve is the most important and most ritualized feast for families in China. It is the time for the entire family to reunite. Families gather together to reflect their past and talk about the future. Through the lens of consumer culture theories, this study explores how Chinese consumers construct family identity. Based on constant comparative analysis of primary data including in-depth interviews and participant observation, and secondary data including historical archives, cultural tracing, documentary reports and essays, the authors deconstruct the consumption rituals of family dinner on Chinese Lunar New Year's Eve. The authors focus on four aspects, including participants, place, time and related activities, and analyze Chinese consumers' ritual experiences. The authors’ findings show how young consumers construct and strengthen individual self-identity, relational identity and family identity in various ways through consumption and ritual practices during Chinese Lunar New Year celebration. The study of family dinner on Lunar New Year's Eve helps the authors understand contemporary consumer culture in three aspects. First, it helps the authors understand the relationship between consumption and culture. Second, the study shows the changes and continuities of consumption rituals. Third, the research highlights the experience of “home” among contemporary Chinese consumers.
Citation: Journal of Contemporary Marketing Science
PubDate: 2022-01-14
DOI: 10.1108/JCMARS-10-2021-0037
Issue No: Vol. ahead-of-print , No. ahead-of-print (2022)
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- Evolution of omni-channel business models: a new community-based
omni-channel and data-enabled ecosystem-
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Authors: Rui Wang , Xuanli Xie , Hao Ma
Abstract: The authors seek to crack the model of new retail by outlining the unique business model known as community-based omni-channel and data-enabled ecosystem. The study’s analyses of Hema cases and other examples reveal a new omni-channel model, a community-based and data-enabled ecosystem model. The ecosystem targets local customers within a limited geographical range. It is also data-enabled and effectively leverages large-scale data on consumers, store operations, supply chains and logistics to ensure the smooth functioning of the ecosystem. The authors hope the typology brings new insights to the development of omni-channel retail.
Citation: Journal of Contemporary Marketing Science
PubDate: 2021-12-07
DOI: 10.1108/JCMARS-11-2020-0045
Issue No: Vol. 4 , No. 3 (2021)
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- Research on the impact of online picture contents of agricultural products
on consumers' willingness to click-
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Authors: Wenhui Tian , Yanjun Li , Linzhu Li
Abstract: The paper aims to clarify the influence of different picture contents on consumer's willingness to click pictures when shopping for agricultural products online and examine the intermediary mechanism and boundary conditions of the impact. The paper opted for an empirical study based on the cue utilization theory and information processing theory, including three experiments to test the existence, intermediary mechanism and boundary conditions of the impact of online picture contents of agricultural products on consumers' clicking intention. The paper provides empirical insights about the influence of picture contents on consumer's willingness to click when shopping for agricultural products online. The picture of product's production environment or grower on the search result page can effectively improve consumer's willingness to click the product under dual systemic information processing modes. Compared with product pictures, pictures displaying products and production environment can stimulate more cognitive system processing, and pictures displaying products and its growers can stimulate more emotional system processing, both resulting in higher click intention. However, the above effects only exist in the context of non-branded agricultural products. The research results not only provide practical guidance for merchants, but also fill the gap in the research on the impact of picture contents on consumers in the field of agricultural products in online marketing.
Citation: Journal of Contemporary Marketing Science
PubDate: 2021-12-07
DOI: 10.1108/JCMARS-05-2021-0015
Issue No: Vol. 4 , No. 3 (2021)
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- Expressing gratitude versus empathetic apology: which one is better to use
as an initial recovery strategy after a service failure'-
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Authors: Arash Ahmadi , Sohrab Fakhimi
Abstract: The main purpose of this work is to evaluate the different psychological impacts of two initial verbal recovery strategies (gratitude vs empathetic apology) on the consumers' loyalty after a service failure. The proposed theoretical model also appraises the mediating role of two emotional responses (consumer forgiveness, consumer anger) and consumer self-esteem and the moderating role of self-oriented perfectionism. Two studies (i.e. an experimental design and a field study) are considered for this investigation to assess the effectiveness of gratitude expression versus empathetic apology on post-recovery loyalty and test the effects of mediators and the moderator applied between the verbal recovery strategies and post-recovery loyalty. The results of Study 1 revealed the supremacy of gratitude to empathetic apology in maintaining consumers' loyalty after service failure recovery. The better impact of gratitude expressed in increasing post-recovery loyalty is mediated through the elevation of consumers' forgiveness, the reduction of consumers' anger and consumers' self-esteem. The findings of Study 2 indicated that gratitude increases more post-recovery loyalty through individuals with a high level of self-oriented perfectionism. Future research could examine other service failure situations, different types of service recovery, mediators or moderators, which contribute to the service marketing literature. After a service failure, using gratitude expressions to consumers often makes them feel better and more valuable. This work increases service providers' knowledge in using proper expressions after a service failure to help elevate consumers' positive reactions resulting in maintaining their loyalty.
Citation: Journal of Contemporary Marketing Science
PubDate: 2021-12-03
DOI: 10.1108/JCMARS-01-2021-0001
Issue No: Vol. 4 , No. 3 (2021)
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- Is the sense of awe an effective emotion to promote product sharing: based
on the type of awe and tie strength-
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Authors: Huawei Zhu , Xiaoling Duan , Yu Su
Abstract: As a complex social emotion, awe includes both positive emotion and negative emotion. But few studies have explored the downstream effects and psychological mechanisms of two different types of awe. As a self-transcendence emotion, awe will arouse the small self, that is, reduce self-awareness. In the era of the sharing economy, the obstacle to sharing is the strong self-awareness that consumers have built about their belongings. Therefore, this paper aims to explore how two different types of awe can affect consumers' sharing, especially with different relationships. This study conducted two experiments to test the effect of awe on consumer sharing of their own products. Study 1 aimed to examine the main effect of different awe on consumer sharing of their product as well as the underlying mechanism. Study 2 aimed to examine the interacting role of tie strength in the effect of awe on consumer product sharing. Through two empirical tests, the authors have found that, relative to the control group, the sense of awe arouses the feeling of small self and significantly increases the consumers' willingness of sharing. Also, the authors have found that threat-based awe which leads to self-diminishment is more conducive to promoting the sharing of weak ties; on the contrary, the nonthreat-based awe which leads to a feeling of vastness is more conducive to promoting the sharing of strong ties. This research expands the literature in the field of sharing. While the mainstream sharing a focus on information sharing, this research extends it to product sharing. What is more important is, this research explores how to encourage sharing to weak ties, which contributes to sharing economy.
Citation: Journal of Contemporary Marketing Science
PubDate: 2021-12-02
DOI: 10.1108/JCMARS-10-2021-0036
Issue No: Vol. 4 , No. 3 (2021)
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- The importance of incorporating relevant-added value into esports
sponsorships-
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Authors: Bruno Duarte Abreu Freitas , Ruth Sofia Contreras-Espinosa , Pedro Álvaro Pereira Correia
Abstract: This research aims to identify how important it is that brands incorporate relevant-added value into their esports sponsorships. This exploratory research applied a convergent-parallel mixed method with equal status. Data were collected by interviewing 22 experts in esports sponsorships and having 5,638 esports fans fill out an online survey. SPSS 25 was used to analyze quantitative data and NVIVO 10 to process qualitative data. Each dataset was analyzed separately and then compared with both having the same level of importance. The results revealed that all experts considered the creation of relevant-added value as an essential strategy for successful esports sponsorships and the large majority of fans want sponsors to apply this tactic. Interestingly, while the experts mostly emphasized ways to directly benefit the fan-base, the fans prefer that sponsors focus on directly supporting the esports industry. Brands should incorporate relevant-added value into their esports sponsorships as it greatly decreases fan resistance to the promotional message, catches the fans' attention and engagement much more easily, has a much higher probability of leading to high positive return on investments (ROIs) and makes for a much more cost-effective investment. The field of esports sponsorships has received little academic attention and the results are highly significant and relevant for all current and potential esports sponsors looking to increase the effectiveness of their esports sponsorships.
Citation: Journal of Contemporary Marketing Science
PubDate: 2021-12-02
DOI: 10.1108/JCMARS-03-2021-0009
Issue No: Vol. 4 , No. 3 (2021)
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- How consumers' personalities, lifestyles and demographics predict SVOD
genre and SVOD platform consumption-
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Authors: Anthony Palomba
Abstract: Streaming video on demand (SVOD) services are comprised of digital media content creation and content distribution that provide a vast array of genre content playable on an assortment of different technology platforms. Additionally, these digital services are equipped to collect data and information on consumers. However, these services do not capture extensive consumer demographics, lifestyles or personalities information. To resolve this discrepancy, collecting external information such as complete demographics, personalities and lifestyles of consumers can be useful in advancing SVOD consumer behavior knowledge. This study examined how consumer demographics, lifestyles and personalities may predict SVOD genre consumption and SVOD platform consumption. A survey was executed and disseminated to collect consumer information across these dimensions. Multiple linear regressions and a structural equation model were formed to explicate variance. Consumer demographics, lifestyles and personalities’ information do predict SVOD genre consumption and SVOD platform consumption. Media selection and trait theory have not been applied to understanding unexplained variance behind consumer media consumption, and are often used to predict media consumption variance among consumers. These findings illustrate that, while digital consumer touchpoints are necessary to collect and analyze, marketers should not lose sight of easily-obtainable consumer data, much of which dictates consumption choices.
Citation: Journal of Contemporary Marketing Science
PubDate: 2021-11-30
DOI: 10.1108/JCMARS-06-2021-0020
Issue No: Vol. 4 , No. 3 (2021)
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- Journal of Contemporary Marketing Science
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