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on Marketing |
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Issue of 2026–04–20
two papers chosen by Marco Novarese, Università degli Studi del Piemonte Orientale |
| By: | Carole Charbonnel (MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon) |
| Abstract: | Co-creation initiatives between brands and their consumers have become increasingly widespread. A little-known reason for this trend lies in the weakening of the marketing function within companies. By forming alliances with consumers, marketing managers are highlighting the key role they play in the relationship with the end customer. |
| Abstract: | Les opérations de cocréation entre les marques et leurs consommateurs se sontlargement développées. Une raison méconnue de cet engouement tient àl'affaiblissement de la fonction marketing dans l'entreprise. En faisant alliance avec lesconsommateurs, les managers marketing valorisent le rôle clé qu'ils occupent dans larelation avec le client final. |
| Keywords: | Cocreation, pratiques du marketing, managers marketing, marketing digital, marques, consommateurs |
| Date: | 2026–03–30 |
| URL: | https://d.repec.org/n?u=RePEc:hal:journl:hal-05582355 |
| By: | Markus Lill (LMU Munich); Nastasia Gallitz (LMU Munich); Lucas Stich (University of Wuerzburg); Martin Spann (LMU Munich) |
| Abstract: | Platform endorsement badges (e.g., Amazon's Choice) are widely believed to shape consumer decisions, yet their effectiveness in complex retail environments---where endorsements compete with rankings, ratings, and other signals---remains not well understood. This article examines Amazon's product-level endorsements using a multi-method approach combining (1) a 50-day large-scale audit of more than 200, 000 search results spanning over 90, 000 products and (2) a lab-in-the-field experiment that manipulates badge visibility and placement in consumers' natural shopping context. The audit reveals that endorsements are rare (~1.3% of products) and disproportionately assigned to products with lower prices, higher ratings, and those sold or fulfilled by Amazon; receiving a badge is associated with greater search visibility and improved sales performance. The experiment shows that displaying the badge tends to increase click-through and add-to-cart likelihoods, whereas reassigning or masking it tends to reduce these behaviors; however, these effects---while economically meaningful---are estimated with uncertainty, consistent with a multi-cue environment in which endorsement competes with other signals such as search rank and Prime eligibility. Together, the findings indicate that platform endorsement badges shape consumer search and choice behavior even in information-rich retail settings. Implications are discussed for platform design, seller strategy, and regulatory oversight. |
| Keywords: | platform endorsements; consumer decision-making; digtial platforms; e-commerce experimentation; |
| JEL: | D12 D83 L86 M31 |
| Date: | 2026–04–01 |
| URL: | https://d.repec.org/n?u=RePEc:rco:dpaper:569 |