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on Marketing |
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Issue of 2025–02–10
four papers chosen by Marco Novarese, Università degli Studi del Piemonte Orientale |
| By: | Florence Euzéby; Juliette Passebois Ducros (IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux); Sarah Machat |
| Abstract: | While social media influencers' impact on consumer choices in brands and products has been extensively studied, their influence in the realm of arts and culture, particularly literature, remains underexplored. This study fills this gap by examining the influence of literary influencers, or "book influencers", on readers' book choices and their likelihood of following such recommendations. Using source theory as our framework, we develop a model focused on the perceived credibility of these influencers. We hypothesize that this credibility depends on the influencer's characteristics, like popularity, and the reader's literary preferences, such as genre specialization. Our empirical experiment with 280 French readers reveals that an influencer's perceived credibility significantly affects readers' intentions to read a book, only when the influencer is less popular. This effect is amplified when readers lack genre specialization, indicating omnivorous reading habits. These findings challenge initial hypotheses and open new avenues for research into the role of literary influencers in shaping readers' choices. [Abstract from author] |
| Keywords: | Book influencers, Credibility, Omnivorousness, Readers' choices, Social media, Influencer marketing, Brand choice, Consumer preferences, Reading interests, Artistic influence |
| Date: | 2024–10 |
| URL: | https://d.repec.org/n?u=RePEc:hal:journl:hal-04886682 |
| By: | Adesina, Toheeb |
| Abstract: | This research investigates how artificial intelligence (AI) agents function in the advertising sector. It focuses on the transformation, applications, benefits, and concerns of Artificial Intelligence (AI) in the new era of marketing. The research used secondary data from industry reports, academic studies and case studies, on how AI agent enhances ad targeting, campaign optimization, personalization, and predictive analysis. The main conclusions show that AI agents significantly increase productivity and customer engagement, but there are still issues with algorithmic biases and data privacy. The study highlights the need for a well-rounded strategy for implementing AI, supporting both innovation and moral considerations. To improve the advertising ecosystem, these insights are meant to help marketers and legislators use AI responsibly. |
| Keywords: | Advertising, Marketing, Artificial intelligence, Machine learning, AI-powered advertising, Programmatic advertising, Personalization, Predictive analytics, Consumer engagement, Chatbots, Innovation |
| JEL: | M3 M31 M37 |
| Date: | 2025–01–02 |
| URL: | https://d.repec.org/n?u=RePEc:pra:mprapa:123413 |
| By: | Katiaj, Pavlina; Farmakis, Timoleon; koukopoulos, Anastasios; Lounis, Starvros |
| Abstract: | This research examines the impact of TikTok content types (humour, music, employee, storytelling, animations, information, slideshow, sketch, sound, promotion, product, photo, reviews) on TikTok’s engagement rate, performance and followers. The study was conducted within the frame of a project, by third-year students in the E-commerce course at Athens University of Economics and Business. In the context of digital marketing, multiple teams tested different content types on TikTok content. The data collection included 202 posts of 17 different accounts, 546.498 views and 39.172 reactions. The experiment extended over four months, and the findings were utilized to investigate the efficiency of these characteristics. Through statistical analysis, this research examines the performance metrics, engagement levels, and overall impact of the explored content applied by each team. A One-way Analysis of Variance (ANOVA) was utilized to examine the variations across these categories in relation to each metric of engagement. Whenever significant disparities were found, the Bonferroni post-hoc test was then applied to pinpoint the specific differences between pairs of categories. The results contribute to our understanding of the role of content types on TikTok and provide valuable insights for marketers seeking to optimize their content and strategy on this platform. |
| Keywords: | Storytelling; social media; TikTok; engagement; performance |
| JEL: | M30 M31 |
| Date: | 2024 |
| URL: | https://d.repec.org/n?u=RePEc:pra:mprapa:123280 |
| By: | Morgane Noirot (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon); Aurélie Kessous (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon) |
| Abstract: | This paper looks at the impact of emotional groundedness on the consumer-brand relationship. It studies consumption anchored in a physical (place), socio-familial (people) and historical (past) environment. Our study involves an experiment on a sample of 405 respondents, testing the impact of the three facets of emotional groundedness (temporal, social and spatial) on brand relationship variables. Two product categories and two brands were selected: Burger King hamburgers evoking modernity and Bonne Maman jams representing tradition. The results show that the socio-familial stimulus is statistically the most significant, while at the same time noting the direct and indirect impact of emotional groundedness on the consumer-brand relationship. These two studies lead to managerial recommendations for brands. |
| Abstract: | Cette communication appréhende l'impact de l'enracinement émotionnel sur la relation consommateur-marque. Elle étudie la consommation ancrée dans un environnement physique (lieu), socio-familial (personnes) et historique (passé). Notre étude réside dans la conduite d'une expérimentation sur un échantillon de 405 répondants, testant l'impact des trois facettes de l'enracinement émotionnel (temporel, social et spatial) sur des variables de relations à la marque. Deux catégories de produits et deux marques ont été retenues : les hamburgers de Burger King évoquant la modernité et les confitures de Bonne Maman représentant la tradition. Les résultats démontrent que le stimulus socio-familial est statistiquement le plus significatif, tout en constatant l'impact direct et indirect de l'enracinement émotionnel sur la relation consommateur-marque. De ces deux études découlent des préconisations managériales à destination des marques. |
| Keywords: | Food consumption, emotional groundedness, food brand, anchors, authenticity, enracinement émotionnel, authenticité, nostalgie, Consommation alimentaire |
| Date: | 2025–01–23 |
| URL: | https://d.repec.org/n?u=RePEc:hal:journl:hal-04888516 |