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on Marketing |
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Issue of 2025–01–20
four papers chosen by Marco Novarese, Università degli Studi del Piemonte Orientale |
| By: | Amasino, Dianna R.; Oosterwijk, Suzanne; Sullivan, Nikki; van der Weele, Joël |
| Abstract: | Consumers often encounter, and claim to care about, ethical information concerning the products they purchase. Across three studies, we investigate how the accessibility of this information impacts choice. When consumers must seek out product attribute information, the impact of ethical certifications (Fairtrade and Organic) is diminished relative to other attributes. Both positive and negative framing of certifications increase their impact on choice relative to neutral frames, with negative frames having the strongest effect. However, in contrast to theories of information demand that would predict more willful ignorance of negatively framed content, negative framing has the same impact regardless of information accessibility. Together, our findings suggest that having to seek ethical certification information leads to a small reduction in the use of certifications to guide choice, but that affective framing has a larger impact on the weight placed on certifications in consumer choices regardless of the accessibility of information. |
| Keywords: | consumer-choice; information-avoidance; information-seeking; willful ignorance; sustainability; certifications |
| JEL: | J1 |
| Date: | 2025–03–31 |
| URL: | https://d.repec.org/n?u=RePEc:ehl:lserod:126097 |
| By: | Zaman, Yaser |
| Abstract: | The rapid advancement in internet technologies has led to a surge in electronic word-of-mouth (e-WOM) phenomena, particularly through online reviews. This study investigates the relationship between review characteristics and consumer purchase intentions, with a specific focus on the moderating role of website characteristics. Data were collected from 240 respondents via a structured questionnaire and analyzed using regression techniques. Results reveal that information characteristics and reviewer characteristics significantly influence purchase intentions. Additionally, website characteristics moderate these relationships, enhancing or diminishing their effects. These findings underscore the importance of managing review and website attributes to influence consumer behavior. Implications for marketers and online retailers are discussed, highlighting strategies to optimize e-WOM and website design to drive purchase intentions. |
| Keywords: | eWOM; Review Characteristics; Website Characteristics; Purchase Intentions; Online Retailing |
| JEL: | M3 |
| Date: | 2025 |
| URL: | https://d.repec.org/n?u=RePEc:pra:mprapa:123193 |
| By: | Tehrani, Radin; Ramezanian, Hasan |
| Abstract: | Customer purchasing decisions are significantly influenced by their evaluation of a product's advantages, disadvantages, and emotional appeal. Studies in psychology and marketing indicate that emotions play a crucial role at various stages of the purchasing journey. This research aims to explore the emotional factors affecting consumer behavior when purchasing luxury cosmetics. A qualitative approach was employed, involving in-depth semi-structured interviews with 23 individuals who regularly use premium cosmetics and health products and participate in Telegram communities. The findings uncovered a range of emotional responses and highlighted key triggers within the target demographic. In the next phase, a panel of 15 experts—including professionals from marketing, psychology, digital luxury cosmetics businesses, and managers of online hygiene and beauty groups—collaboratively identified variables influencing consumer emotions. This process followed a three-step consensus methodology, leading to the recognition and prioritization of 36 emotional influence factors. These factors were subsequently categorized into three groups: personal attributes, product and group-related variables, and environmental factors. |
| Date: | 2024–12–16 |
| URL: | https://d.repec.org/n?u=RePEc:osf:osfxxx:ut75a |
| By: | Samir Mirdasse (Université Ibn Zohr = Ibn Zohr University [Agadir]) |
| Abstract: | In a context of growing digital transformation, this theoretical article explores the role of digital entrepreneurship in revolutionizing digital marketing practices. By integrating the dimensions of digital transformation, digital entrepreneurship, and digital marketing, the study aims to understand the complex interactions between these domains. The central issue of the article focuses on how digital transformation and digital entrepreneurship influence digital marketing practices, with particular attention to underlying mechanisms and implications for businesses. Research objectives include identifying key success factors for digital entrepreneurship in a rapidly evolving digital environment and proposing a conceptual model to explain these dynamics, to illuminate digital marketing practices in a context of digital transformation. The methodology adopted involves a thorough literature review and a critical analysis of previous work, followed by conceptualization of relationships between key variables. Results highlight the importance of digitizing operations, modernizing IT infrastructures, and managing change in the digital transformation of businesses and their impact on digital marketing. In conclusion, this article underscores the increasing importance of digital entrepreneurship in a changing digital landscape, while highlighting implications for digital marketing practices. Additionally, it offers avenues for future research and practical implications for businesses. |
| Keywords: | Digital transformation, Digital entrepreneurship, Digital marketing, Digitization, Conceptual model |
| Date: | 2024–05–28 |
| URL: | https://d.repec.org/n?u=RePEc:hal:journl:hal-04853859 |