nep-mkt New Economics Papers
on Marketing
Issue of 2023‒06‒26
three papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. How Different Digital Marketing Techniques Drive and Empower Sneakerhead Purchasing Behaviors: A Theoretical Literature Review By Greg Grovey, Diana Garza; Greg Grovey, Diana Garza
  3. Ratings and Reciprocity By Johnen, Johannes; Ng, Robin

  1. By: Greg Grovey, Diana Garza (University of the Incarnate Word, United States); Greg Grovey, Diana Garza (University of the Incarnate Word, United States)
    Abstract: Marketing to consumers has become an art that needs to be further studied, particularly in the sneaker industry. The sneaker product category has exploded in the last few years, forcing retailers to be creative when developing marketing strategies. Technology has allowed consumers to be in control, extending their connection with a particular brand. Consumers have become digitally enabled and can shop at any time and on any channel. For brands to be successful, they must be able to realign their business around the consumer rather than the brand. The use of technology is a competitive force that strengthens competitiveness by using social media as an outlet to reach specific market segments, in this case, the Sneakerhead segment. Consumers will be attracted to brands that treat them intelligently and know their preferences creating a seamless experience at the time of purchase. This literature review will explore different types of marketing, as well as collaborations between brands and celebrities, and how these strategies can influence purchasing behavior.
    Keywords: digital marketing, hunger marketing, live-stream marketing,
    Date: 2023–04
  2. By: Samira Gholami
    Abstract: The fashion industry has grown exponentially in recent years. On the other hand, this industry is one of the environmentally destructive industries and has faced many challenges. Respect for the environment has led to the emergence of a movement reflected in the concept of sustainable marketing. Since every organization must follow marketing strategies in line with society's expectations to succeed in its business, sustainable marketing is one of the most influential and comprehensive branches in this field. This study examines the positive impact of sustainable marketing on consumer purchasing decisions in fashion products in a review method. The results we mention below show that companies that pay attention to sustainability are increasing because consumers, aware of the concept of sustainability and creating a sense of social responsibility, prefer sustainable products. Key words: Sustainable marketing, social responsibility, environmental protection, consumer behavior, fashion
    Date: 2022–09
  3. By: Johnen, Johannes (Université catholique de Louvain, LIDAM/CORE, Belgium); Ng, Robin (Université catholique de Louvain, LIDAM/CORE, Belgium)
    Abstract: Evidence suggests online ratings and reviews are motivated by reciprocity. We incorporate a standard model of reciprocity into a model of ratings to capture that consumers are only willing to make the effort to rate a seller if this seller provides a sufficient value-for-money. Using this model, we explore how firms use prices to impact their own ratings. We show that firms harvest ratings: they offer lower prices in early periods to trigger consumers’ reciprocal behaviour and obtain a good rating and larger profits in the future. Because also low-quality firms harvest ratings, reciprocity makes ratings less-informative about quality. Based on this mechanism, (i) we argue that reciprocity-based ratings cause rating inflation; (ii) we show that a marketplace that facilitates ratings (e.g. through reminders, one-click ratings etc.) may get more ratings, but also less-informative ratings; (iii) a marketplace that screens the quality of sellers makes ratings less-informative if the screening is insufficient. We show that even as ratings become less-informative, consumers can benefit from lower prices. Nonetheless consumers prefer more-informative ratings than average sellers. We apply these results to characterise when a two-sided platform wants to facilitate ratings, and thereby undermines the informativeness of ratings and harms consumers.
    Keywords: Reciprocity ; Ratings and Reviews ; Digital Economy ; Reputation
    JEL: D21 D83 D90 L10
    Date: 2023–02–09

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.
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NEP’s infrastructure is sponsored by the School of Economics and Finance of Massey University in New Zealand.