nep-mkt New Economics Papers
on Marketing
Issue of 2019‒03‒04
five papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Newspapers in Times of Low Advertising Revenues By Charles Angelucci; Julia Cage
  2. Attributes Influencing Consumers Familiarity with Local Labels: A Case Study for South Carolina By Hawkins, Bailee Nicole; Vassalos, Michael; Motallebi, Marzieh
  3. Attitudes, preferences, and intentions of German households concerning participation in peer-to-peer electricity trading By Hackbarth, André
  4. Belief elicitation study: Identifying salient beliefs of patients towards the use of mHealth By Hennings, Christine; Herstatt, Cornelius
  5. Use and Benefits Associated with State Marketing Programs By Chakrabarti, Anwesha; Campbell, Ben; Rabinowitz, Adam; Brewer, Brady

  1. By: Charles Angelucci (Columbia Business School); Julia Cage (Département d'économie)
    Abstract: Newspapers’ advertising revenues have declined sharply in recent decades. We build a model to investigate the consequences on newspapers’ content and prices of a reduction in advertisers’ willingness to pay. Newspapers choose the size of their newsroom, and readers are heterogeneous in the relative amount of journalistic-intensive content they prefer. We show that a reduction in advertising revenues lowers newspapers’ incentives to produce journalistic-intensive content, which affects the composition of their readership. We also build a unique dataset on French newspapers between 1960 and 1974 and perform a difference-in-differences analysis using a “quasi-natural experiment”: the introduction of advertising on television, which affected national newspapers more severely than local ones. We find robust evidence of a decrease in both the amount of journalistic-intensive content produced and the subscription price, which may help rationalize current industry trends. We also provide evidence that national newspapers’ readership became less educated and affluent following the change in prices and content.
    Keywords: Newspaper industry; Two-sided markets; Advertising; Newspaper quality; Size of the newsroom
    JEL: L11 L15 M37
    Date: 2018
  2. By: Hawkins, Bailee Nicole; Vassalos, Michael; Motallebi, Marzieh
    Keywords: Agribusiness, Marketing, Research Methods/Statistical Methods
    Date: 2019–02
  3. By: Hackbarth, André
    Abstract: Based on a survey among customers of seven German municipal utilities, we estimate hierarchical multiple regression models to identify consumer motivations for participating in P2P electricity trading and develop implications for marketing strategies for this currently relatively unknown product. Our results show a low importance of socio-demographics in explaining differences between consumer groups, but high influence of attitudes, knowledge and likelihood to purchase related products. The most valuable target groups for P2P electricity trading marketing strategies of municipal utilities first and foremost should aim at are innovators, especially prosumers. They are well-informed about and open-minded concerning electricity sharing and highly environmentally aware. They ask for transparency and are willing to purchase related products. They are attracted by the ability to share generation and consumption and to a lesser extent by economic reasons. Our results indicate that the marketing efforts should to a special degree take peer effects into account, as they are found to wield great influence on general openness towards and purchase intention for P2P electricity products. Finally, municipal utilities should build on the high level of satisfaction and trust of consumers and use P2P electricity trading as measure to keep and win customers willing to change their supplier.
    Date: 2018
  4. By: Hennings, Christine; Herstatt, Cornelius
    Abstract: Mobile health (mHealth) with its unique attributes (e.g. instant connectivity, convenience, personalization) is largely considered as a new healthcare paradigm transforming health services around the world. mHealth has also gained popularity in research, especially in the field of technology adoption. According to the Theory of Planned Behavior (TPB), a widely used and well established theory to explain behavior, salient beliefs are considered to be the dominant determinants of a person's intentions and actions. In the context of technology adoption identifiying salient beliefs is essential when thinking of effective intervention strategies and marketing strategies by e.g. public health policers and app producers. This study is from qualitative nature and contains a German sample, aiming to answer the following research question: What are the salient beliefs patients with chronic conditions have towards the use of medical apps (mHealth)? The results show behavioral, normative and control beliefs of patients. Study participants in particular value the high comfort, a good, mainly administrative, support in daily disease handling and a feeling of increased control over the disease caused by using medical apps. The most frequent negative beliefs were insecurity about data privacy issues, a feeling of becoming dependent on the app and the fear of data loss in case of a lost or broken smartphone. In regard to normative beliefs patients see the physician as an important individual to approve or disapprove their use of medical apps. Noteably in this case is, that physicians were the most frequent mentioned group for positive normative beliefs as well as for negative normative beliefs. In regard to control beliefs respondents perceived that among the most frequent facilitators that would allow the use of mHealth apps were individual requests for a specific app feature, a high usability/ease of use of the app and device compatibility of the app with other medical devices. Salient beliefs about barriers that would allow the use of mHealth apps were a low quality of an app, the absence of a suitable smartphone and a high complexity of the app. The results are potentially beneficial for app producers to gain insights for their marketing initiatives but also for public health policy.
    Keywords: mHealth,Theory Planned Behavior,Belief Elicitation Study
    Date: 2019
  5. By: Chakrabarti, Anwesha; Campbell, Ben; Rabinowitz, Adam; Brewer, Brady
    Keywords: Agribusiness, Marketing, Agricultural and Food Policy
    Date: 2019–02

This nep-mkt issue is ©2019 by Marco Novarese. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
General information on the NEP project can be found at For comments please write to the director of NEP, Marco Novarese at <>. Put “NEP” in the subject, otherwise your mail may be rejected.
NEP’s infrastructure is sponsored by the School of Economics and Finance of Massey University in New Zealand.