nep-mkt New Economics Papers
on Marketing
Issue of 2024‒04‒01
four papers chosen by

  1. In vi(vi)no veritas? Expertise, review accuracy and reputation inflation By Janßen, Rebecca; Ribar, Matthew K.
  2. Expert opinions: Is digital still an effective communication tool for advertisers? Myths and realities By Jean-François Lemoine; Maria Mercanti-Guérin
  3. Influencers in Tourism Digital Marketing: A Comprehensive Literature Review By Iswanto, Dedy; Handriana, Tanti; Nazwin, Asfarony Hendra; Sangadji, Suwandi S.
  4. Do Consumers Shop in Tiktok? The TAM Perspective By Nguyen Thanh Luan

  1. By: Janßen, Rebecca; Ribar, Matthew K.
    Abstract: Review systems including quantitative measures as well as text-based expression of experiences are omnipresent in today's digital platform economy. This paper studies the existence of reputation inflation, i.e. unjustified increases in ratings, with a special focus of heterogeneity between experienced and non-experienced users. Using data on more than 5 million reviews from an online wine platform we compare consistency between numerical feedback and textual reviews as well as sentiment measures. We show that overall the wine platform displays strongly increasing numerical feedback over our time period from 2014 to 2020 while this is not the case for our control measures. This gap appears to be even stronger for users with less experience or expertise in wine reviewing. We conclude, that online platforms as well as potential customers should be aware of the phenomenon of reputation inflation and simplifying feedback to one number might do a disservice to review platforms' goal of providing a representative quality assessment.
    Keywords: reputation inflation, online reviews, expert reviews, sentiment, text data
    JEL: C53 D02 L15 L81
    Date: 2023
  2. By: Jean-François Lemoine (ESSCA Research Lab - ESSCA - Ecole Supérieure des Sciences Commerciales d'Angers, PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne, UP1 EMS - Université Paris 1 Panthéon-Sorbonne - École de Management de la Sorbonne - UP1 - Université Paris 1 Panthéon-Sorbonne); Maria Mercanti-Guérin (IAE Paris - Sorbonne Business School)
    Abstract: This article delves into the evolving landscape of digital marketing, scrutinizing its effectiveness, challenges, and future directions in the face of emerging technologies and changing consumer behaviors. It critically evaluates the role of digital tools in value creation for advertisers, examining the impact of ad blockers, privacy regulations, and the shifting dynamics of consumer engagement on digital platforms. The discussion extends to the implications of GDPR and other data protection regulations on digital advertising strategies and the potential of new technologies like AI and virtual influencers in reshaping marketing tactics. Through expert opinions, the article explores innovative approaches in digital creativity and the integration of digital experiences in physical stores, highlighting the balance between technological advancements and maintaining consumer trust and engagement. The narrative underscores the significance of understanding and adapting to these trends for sustained relevance and success in the digital marketing domain.
    Keywords: Digital Marketing, Consumer Engagement, Privacy Regulations, Technological Innovations.
    Date: 2024–02–01
  3. By: Iswanto, Dedy; Handriana, Tanti; Nazwin, Asfarony Hendra; Sangadji, Suwandi S. (Universitas Nuku)
    Abstract: Almost all business sectors in various developed and developing countries have realized the importance of transforming conventional marketing to digital marketing, the goal is to increase sales. Many marketing strategies can be applied to increase sales, including utilizing influencers in digital marketing. This study aims to identify digital marketing strategies that have been widely used by researchers in various countries and look for new models or new strategies that are relevant to be applied in developing countries after COVID-19 through a systematic literature review. The author searched for scientific articles on the Scopus database that were in English and fully accessible. This research reviewed 19 articles using a systematic literature review. The results showed that the majority of related research was published in 2018-2022, ten related articles were published in 2022 with three articles published in Spain. All authors proposed various variables, but generally conventional in digital marketing, while not many authors concentrated on the utilization of influencers in carrying out digital marketing. Therefore, this research offers a digital marketing strategy combined with the role of influencers in tourist destinations that have a competitive advantage.
    Date: 2024–02–28
  4. By: Nguyen Thanh Luan
    Abstract: Today's society is increasingly developing, leading to the improvement and advancement of technology, which has made the shopping needs of consumers more enhanced. The fact that consumers choose to shop online on e-commerce platforms is gradually becoming more popular and diverse. Especially not Shoppe, Lazada or Tiki but recently Tiktok is also gradually becoming a place for people to entertain, shop and it is quite popular. This creates a lot of opportunities and challenges as well as promotes the creativity and potential of businesses. Therefore, this study was created with the aim to find out and explore the factors affecting the intention to shop online on Tiktok of consumers in Ho Chi Minh City through the Public Acceptance Model Theory. Turmeric (TAM). The research method used is conditional sampling. A questionnaire will be used to collect data from consumers who often shop online to clarify the factors affecting their decision on Tiktok, namely Perceived usefulness (PUF), Perceived ease of use (PEU), Acceptance attitude (ACA), Consumer confidence (CCF), Subjective standards (SJS), Intention to use (ITU). The experts checked through the questions established through the face value and the content value to ensure the validity and reliability of the survey tool. The findings show the difference in the positive impact of surrounding factors on consumers' shopping intention on Tiktok social network in Ho Chi Minh City.
    Keywords: Online shopping, Tiktok social network, consumer trust, TAM
    Date: 2024

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