nep-mkt New Economics Papers
on Marketing
Issue of 2023‒02‒13
two papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. The relationship between content marketing and the traditional marketing communication tools By Szabolcs Nagy; Gergo Hajdu
  2. Testing the impact of overt and covert ordering interventions on sustainable consumption choices: a randomised controlled trial By Zhuo, Shi; Ratajczak, Michael; Thornton, Katie; Jones, Phil; Jarchlo, Ayla Ibrahimi; Gold, Natalie

  1. By: Szabolcs Nagy; Gergo Hajdu
    Abstract: Digitalization is making a significant impact on marketing. New marketing approaches and tools are emerging which are not always clearly categorised. This article seeks to investigate the relationship between one of the novel marketing tools, content marketing, and the five elements of the traditional marketing communication mix. Based on an extensive literature review, this paper analyses the main differences and similarities between them. This article aims to generate a debate on the status of content marketing. According to the authors' opinion, content marketing can be considered as the sixth marketing communication mix element. However, further research is needed to fill in the existing knowledge gap.
    Date: 2022–12
  2. By: Zhuo, Shi; Ratajczak, Michael; Thornton, Katie; Jones, Phil; Jarchlo, Ayla Ibrahimi; Gold, Natalie
    Abstract: Food products have significant impacts on the environment over their life cycle. We investigated whether displaying products in ascending order of carbon footprint in an online supermarket environment can shift consumer choices towards more sustainable options. We examined whether the effect of the ordering intervention differs when the ordering is overt (information about the ordering is explicit), compared to when it is covert (participants not told about the ordering). We conducted a three-arm parallel-group randomised trial using 1842 online participants from England, Wales, and Northern Ireland. Participants shopped for a meal, choosing one product from each of six product categories in a simulated online supermarket. Six products were listed vertically on each product-category page. Products were randomly ordered for the control arm but ordered by carbon footprint in the covert and overt ordering arms. In the overt ordering arm, a statement was displayed at the top of each product page about the ordering of products. The primary outcome was whether one of the three most sustainable products was chosen in each product category. There was no effect of the covert ordering on the probability of choosing more sustainable products compared with the control arm (OR = 0.97, 95% CI 0.88-1.07, p = 0.533). Furthermore, we did not find evidence that the effects of the covert ordering and overt ordering differed (p = 0.594). Within the control condition, products in different positions were chosen with similar frequencies, suggesting that product positioning does not have an impact on choices. This may explain why re-ordering products had no effect. In the overt condition, only 19.5% of people correctly answered that the products were ordered according to sustainability in a follow-up question, suggesting that they didn't notice the statement. Results suggest that choices for grocery products might be too ingrained to be changed by subtle rearrangements of choice architecture like the ordering interventions, and highlight the difficulty of conveying information effectively to consumers in the online grocery shopping environment.
    Keywords: disclosure; food choice; nudge; online supermarket; order effect; sustainable diet
    JEL: L81
    Date: 2023–02–01

This nep-mkt issue is ©2023 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.