nep-mkt New Economics Papers
on Marketing
Issue of 2022‒01‒17
five papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. E-commerce Live streaming – An Emerging Industry in China and A Potential Future Trend in the World By Lu, Yang; Siegfried, Patrick
  2. Communications Trend Radar 2021. Denialism, Virtual Corporate Communications, Sustainable Communications, Digital Nudging & Voice Interaction By Zerfaß, Ansgar; Stieglitz, Stefan; Clausen, Sünje; Ziegele, Daniel; Berger, Karen
  3. Beyond greenwashing: Addressing 'the great illusion' of green advertising By Béatrice Parguel; Johnson Guillaume
  4. Is the Word of a Gentleman as Good as His Tweet? Policy communications of the Bank of England By Michael J. Lamla; Dmitri V. Vinogradov
  5. From reality to virtuality. Moving stakeholder dialogues from face-to-face to online formats By Ziegele, Daniel; Kurtze, Hannah; Zerfaß, Ansgar

  1. By: Lu, Yang; Siegfried, Patrick
    Abstract: With the widespread use of the Internet, many industries have developed rapidly. The economy based on the Internet poses a significant threat to the traditional economy. Live streaming plus e-commerce, which is acknowledged as the current global economic status, is the result of combing live streaming and various industries through the Internet. E-commerce live streaming is one of the most essential types of online live streaming. In this article, it is defined as the live streaming of the e-commerce platform used by Key Opinion Leaders or product sellers through the built-in live streaming function of the platform to propagate goods, brands, events, etc. to achieve goals of brand exposure and product sales. Compared with the traditional economic model, the combined model of e-commerce and live streaming has its advantages and characteristics. This kind of marketing tool is now prevalent. However, there are many deficiencies in e-commerce live streaming that need to be improved since the development of e-commerce is immature and supervision of Internet use is ongoing.
    Keywords: Consumer behavior; Digital and social media; E-commerce live streaming; New media marketing
    JEL: F1 L8 L81
    Date: 2021–12–31
  2. By: Zerfaß, Ansgar; Stieglitz, Stefan; Clausen, Sünje; Ziegele, Daniel; Berger, Karen
    Abstract: In recent months, the world has changed faster than ever. It’s not easy for communications managers to keep track of all these changes, not to mention advise their top management and adjust corporate communications accordingly. Therefore, a research team from Leipzig University and University of Duisburg-Essen has conducted the first comprehensive trend study and identified the most relevant trends in management, society and technology. For 2021 the following trends will be relevant: Denialism, Virtual corporate communications, Sustainble corporate communications, Digital Nudging, Voice Interaction.
    Date: 2021
  3. By: Béatrice Parguel (DRM - MLAB - Dauphine Recherches en Management - MLAB - DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique, CNRS - Centre National de la Recherche Scientifique); Johnson Guillaume (DRM MOST - DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique, CNRS - Centre National de la Recherche Scientifique)
    Abstract: This article critically reviews how marketing research has investigated green advertising and greenwashing over the past three decades. First, we present how the mainstream literature initially considered green advertising primarily as a branding project, until the greenwashing debate emerged in the 1990s and became the key focus of marketing research on climate change in the late 2000s. Adopting a more critical stance, we then argue that the unanimous and uncritical condemnation of greenwashing in the marketing academic literature actually helps to perpetuate the legitimacy of green advertising, and so prevents challenge to the foundations of the neoliberal agenda. We call this phenomenon the "great green illusion."
    Abstract: Cet article interroge de manière critique comment la recherche en marketing a étudié la publicité verte et le greenwashing au cours des trois dernières décennies. Si la littérature mainstream a d'abord considéré la publicité verte comme participant des opérations de branding des marques et des organisations, le débat sur le greenwashing, apparu dans les années 1990, est devenu central à la fin des années 2000 dans les travaux conduits en marketing sur le changement climatique. Adoptant une posture plus critique, nous soutenons que la condamnation aussi rapide qu'unanime du greenwashing sert, en réalité, à préserver la légitimité de la publicité verte et à éviter de questionner les fondements de l'agenda néolibéral. Elle participe ainsi de ce que nous qualifions de « grande illusion verte. »
    Keywords: green advertising,greenwashing,CSR,regulation,self-regulation,neoliberalism
    Date: 2021
  4. By: Michael J. Lamla (Leuphana University Lüneburg and ETH Zürich, KOF Swiss Economic Institute); Dmitri V. Vinogradov (University of Glasgow and National Research University Higher School of Economics)
    Abstract: Policy announcements by central banks affect financial markets, but their effect on consumer beliefs is limited. This paper studies the implications of using different communication channels: established media outlets versus social media. Information on the news sources comes from our original consumer surveys administered just before and right after policy announcement events, enabling a causal inference on the announce- ment effect. We focus on the Bank of England, the first central bank to actively adopt accessible language, simplified messages and new forms of communication via its Twitter account. Based on about 10 000 individual consumer responses in 2018-2019, overall we find no statistically significant effect of announcements on perceptions or expectations, yet respondents who receive news have better perceptions and expectations than those who don't. Policy announcement events trigger an increase in the share of consumers who receive monetary policy news, the share of informed consumers is higher among Twitter users, suggesting potential benefits from Twitter communication with the public. However, Twitter users tend to overestimate inflation and interest rates, make a greater expectations/perception error. In addition they report higher confidence in their estimates. In terms of expectations quality, spreading the word of the Central bank via conventional mass media appears to be more effective than tweets.
    Keywords: perceptions, expectations, central bank communication, consumer, Twitter
    JEL: E52 E58
    Date: 2021–05
  5. By: Ziegele, Daniel; Kurtze, Hannah; Zerfaß, Ansgar
    Abstract: Virtualization is one of the big buzzwords in communications. When formats are moved from real-world settings to online environments a variety of challenges emerge - especially when it comes to confidential interactions and personal relationships with key stakeholders. A research team at Leipzig University investigated the extent to which in-person formats can be virtualized based on the following questions: - What are advantages and disadvantages of virtual stakeholder dialogues? - Which factors need to be considered if virtual stakeholder dialogues are to be successful?
    Date: 2021

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