nep-mkt New Economics Papers
on Marketing
Issue of 2017‒11‒26
seven papers chosen by
João Carlos Correia Leitão
Universidade da Beira Interior

  1. Segmentation versus agglomeration : competition between platforms with competitive sellers By Karle, Heiko; Peitz, Martin; Reisinger, Markus
  2. Algorithmes de prix, intelligence artificielle et equilibre collusifs By Frédérique Marty
  3. Showing off and Hushing up: What Do Companies Reveal about Their Impact on Emerging Markets By Petrova-Savchenko, Anastasiia A.
  4. A Study on the Difference of the Visitors' Motivation and Brand Equity of Dark Tourism Visitor: Focused on the War Memorial of Korea and China By Seung Koo Lee; Renuka Newpaney
  5. SHOPPER: A Probabilistic Model of Consumer Choice with Substitutes and Complements By Francisco J. R. Ruiz; Susan Athey; David M. Blei
  6. The influence of relationship shocks on customer commitment. By Edwin Theron
  7. Determinants and Effects of Negative Advertising in Politics By Danilo P. Souza; Marcos Y. Nakaguma

  1. By: Karle, Heiko; Peitz, Martin; Reisinger, Markus
    Abstract: For many products, platforms enable sellers to transact with buyers. We show that the competitive conditions among sellers shape the market structure in platform industries. If product market competition is tough, sellers avoid competitors by joining different platforms. This allows platforms to sustain high fees and explains why, for example, in some online markets, several homogeneous platforms segment the market. Instead, if product market competition is soft, agglomeration on a single platform emerges, and platforms fight for the dominant position. These insights give rise to novel predictions. For instance, market concentration and fees are negatively correlated in platform industries, which inverts the standard logic of competition.
    Keywords: intermediation , two-sided markets , market structure , price competition , endogenous segmentation
    JEL: L13 D43
    Date: 2017
  2. By: Frédérique Marty (OFCE Sciences Po)
    Abstract: Les algorithmes de prix mis en œuvre par des firmes concurrentes peuvent constituer le support de collusions. Les ressources offertes par le Big Data, les possibilités d’ajustement des prix en temps réel et l’analyse prédictive peuvent permettre d’atteindre rapidement et de maintenir durablement des équilibres de collusion tacite. Le recours à l’intelligence artificielle pose un enjeu spécifique en ce sens que l’algorithme peut découvrir de lui-même l’intérêt d’un accord tacite de non-agression et que l’analyse de son processus décisionnel est particulièrement difficile. Ce faisant la sanction de l’entente sur la base du droit des pratiques anticoncurrentielles ne va pas de soi. L’article explore donc les voies de régulation possibles, que celles-ci passent par des audits ou par l’activation de règles de responsabilité
    JEL: K21 K23 L41
    Date: 2017–05
  3. By: Petrova-Savchenko, Anastasiia A.
    Abstract: Stakeholders have relatively limited access to sources of information about CSP effects generated by companies working on emerging markets. Non-financial reporting proved to stay the most capacious data source available and became a widespread practice. The worldÙ³ largest corporate responsibility reports directory Ó Corporate Register Ó numbers 316 reports from Brazil, 233 reports from South Africa, 111 reports from India, 53 reports from China and 59 reports from Russia as of 2015 reporting period. The information, which is disclosed to stakeholders in these reports, is not the same considering its structure, variety of KPIs and depth of disclosure. The author compares nonfinancial reports presented on five different emerging markets to find the differences and possible reasons for them.
    Keywords: corporate social performance, non-financial reporting, emerging markets, Brazil, China, Africa, reports, non-financial analysis,
    Date: 2016
  4. By: Seung Koo Lee (Dept. of Tourism Business, Kangwon National University); Renuka Newpaney (Kangwon National University)
    Abstract: This study examined dark tourism motivation and brand equity of two different destinations. Using a qualitative researched on related field, this study traces visitors of Nanjing Massacre Memorial Hall(China) and Lee SeungBok Memorial Hall(South Korea). Steeped in commemorate the murder of Chines by Japanese and Korean Lee SeungBok by North Kroean Army are Memorial Halls still being remembered and having its own cultural importance as a dark tourism destination throughout Korea and China. Through study that involved visitors observation from November 30, 2016 to December 30, 2016. Among the 700 distributed questionnaires, 650 copies were collected and 609 copies were used for the actual analysis. The content analysis education, friendly, cultural, place factors were found to be key motivation aspects of these dark tourism related to death. Additionally, it was found, that there were significant differences existed mainly between visiting motivation, tourism satisfaction and behavioral intention of visitors of two destinations. Finally, discussed about the important aspects of the dark tourism phenomenon related to Korea?s abandoned dark tourism destination and suggested that, activation of abandoned destination will bring massive the regional development.
    Keywords: Dark Tourism, Visitors' Motivation, Brand Equity, Leisure Constraints
    Date: 2017–10
  5. By: Francisco J. R. Ruiz; Susan Athey; David M. Blei
    Abstract: We develop SHOPPER, a sequential probabilistic model of market baskets. SHOPPER uses interpretable components to model the forces that drive how a customer chooses products; in particular, we designed SHOPPER to capture how items interact with other items. We develop an efficient posterior inference algorithm to estimate these forces from large-scale data, and we analyze a large dataset from a major chain grocery store. We are interested in answering counterfactual queries about changes in prices. We found that SHOPPER provides accurate predictions even under price interventions, and that it helps identify complementary and substitutable pairs of products.
    Date: 2017–11
  6. By: Edwin Theron (University of Stellenbosch)
    Abstract: Since its induction, the concept ?relationship marketing? has evolved significantly and today it is acknowledged by marketing academics and practitioners alike. It is therefore not unexpected to learn that the marketing literature has progressively started to focus on the dimensions or building blocks of relationship marketing. One of the most frequently cited dimensions of relationship marketing is relationship commitment. However, despite several studies on the nature of relationship commitment, there still appears to be uncertainty regarding the management of commitment. One of these uncertainties is the possible influence of relationship shocks on customer commitment. It is often assumed that these shocks are detrimental to customer commitment, and by focusing on the management of relationship shocks, service providers are in a position to either restore or enhance the stability of a relationship. However, existing literature appears to focus primarily on an organisational context, with limited research addressing the customer perspective. It is against this background that this study investigated the influence of relationship shocks on customer commitment. For the purpose of this study, a multi-dimensional approach towards customer commitment was adopted, including both the affective and calculative sides of commitment. The study commenced with a pre-test in which the selected respondents were exposed to a number of relationship shocks. Based on the results of the pre-test, low-, medium- and high-shock scenarios were identified. During the next phase of the study, an experiment was conducted among 706 respondents in the mobile service industry. Three groups of respondents were created, and each of these three groups were exposed to a different relationship shock scenario. This was followed by an assessment of the respondents? commitment towards their mobile service providers. The data were analysed by means of the statistical program SPSS version 23. The findings of the study were somewhat unexpected, as no statistically significant differences emerged between the three different relationship shock scenarios and affective commitment, whilst calculative commitment was significantly influenced by the level of a relationship shock. The primary contribution of the study lies in the realisation that the extent to which an individual experiences a relationship shock does not influence their emotional attachment to their service provider. However, the extent to which an individual is ?shocked?, does influence their awareness of the costs associated with ending the relationship with their mobile service provider.
    Keywords: Affective commitment, calculative commitment, relaitonship shocks, relationship marketing.
    JEL: M31
    Date: 2017–10
  7. By: Danilo P. Souza; Marcos Y. Nakaguma
    Abstract: This paper assesses the determinants of negative advertising between candidates in electoral races ruled by majority vote, and also the effects of this type of advertising in the voter’s behavior. We evaluate, for example, how the number of candidates and how electoral rules (single-ballot versus runoff election) affects the negativity level of campaigns. We use data from Brazil’s Judiciary system for 2012 mayors election, which allows us to assess how these determinants affect differently the decision of going negative when attacker-attacked candidates were 1st-2nd or 2nd-3rd, for example, in the final vote share.
    Keywords: elections; negative advertising; political advertising
    JEL: D72 D79 C29
    Date: 2017–10–30

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