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On crowdfunding platforms, the success of campaigns relies on the ability of projects to attract backers. While backers' motivations have been examined, the dynamics existing among the distinct profiles of backers remain underexplored. Combining quantitative and qualitative methods, this research offers a typology of backers' profiles and shows how these profiles contribute to the success of a crowdfunding campaign. Informed by the sociological theory of cooperation, these results explain how backers with different profiles influence each other's decisions to support crowdfunding campaigns. We provide guidelines to project leaders and platforms to attract backers with the best profiles at the best moment to optimise the campaign's success strategy. We also help crowdfunding platform managers build their crowd of backers and optimise their number of funded projects. [ABSTRACT FROM AUTHOR]

Personalisation enables companies to learn from their customers' online data and to adapt their content accordingly. However, although customers may value personalisation, they may also have negative perceptions of it. The literature identifies these contradictory but interrelated perceptions as a paradox. This qualitative research investigates the process underlying the triggering and management of the paradoxical tensions of personalisation. In light of paradox theory, our contributions are threefold. First, we identify the different paradoxes that personalisation triggers and their triggering mechanism. Second, we emphasise how customers manage these tensions by adopting resolution and acceptance strategies. Third, we identify the levers that companies can use to mitigate these paradoxical tensions. [ABSTRACT FROM AUTHOR]

Purpose: This research paper aims to investigate the effects of internal audit's (IA) use of data analytics and the performance of consulting activities on perceived IA quality. Design/methodology/approach: The authors conduct a 2 × 2 between-subjects experiment among upper and middle managers where the use of data analytics and the performance of consulting activities by internal auditors are manipulated. Findings: Results highlight the importance of internal auditor use of data analytics and performance of consulting activities to improve perceived IA quality. First, managers perceive internal auditors as more competent when the auditors use data analytics. Second, managers perceive internal auditors' recommendations as more relevant when the auditors perform consulting activities. Finally, managers perceive an improvement in the quality of relationships with internal auditors when auditors perform consulting activities, which is strengthened when internal auditors combine the use of data analytics and the performance of consulting activities. Research limitations/implications: From a theoretical perspective, this research builds on the IA quality framework by considering digitalization as a contextual factor. This research focused on the perceptions of one major stakeholder of the IA function: senior management. Future research should investigate the perceptions of other stakeholders and other contextual factors. Practical implications: This research suggests that internal auditors should prioritize the development of the consulting role in their function and develop their digital expertise, especially expertise in data analytics, to improve perceived IA quality. Originality/value: This research tests the impacts of the use of data analytics and the performance of consulting activities on perceived IA quality holistically, by testing Trotman and Duncan's (2018) framework using an experiment. [ABSTRACT FROM AUTHOR]

Though digital platforms (e.g., social media) are often used to promote unhealthy, calorie‐dense foods, the dynamics characterizing consumers' engagement with healthy nutrition‐based content (e.g., as stimulated trough gamification) on these platforms remains tenuous, warranting further exploration. Addressing this gap, we deploy a qualitative field study and two experiments to show that challenge, a gamification mechanic that relies on rewarding incremental behavioral (e.g., food choice) improvements, shapes consumers' enjoyment of, and engagement with, digital healthy food‐based content. Study 1 (n = 95) shows that challenge induces consumer enjoyment, boosting their engagement with healthy food‐related digital content. Study 2 (n = 94) corroborates these findings by revealing a serial mediation effect of gamification‐based challenge on consumers' enjoyment of, and engagement with, healthy food‐based content. Extending Study 1, we also identify engagement's positive effect on consumers' app reuse intent. Moreover, we identify a moderating role of consumers' stage of change‐based action (i.e., readiness to act on their health), which strengthens the association of gamification‐based challenge/enjoyment. Overall, the findings substantiate gamification's role in boosting consumers' engagement with digital healthy food‐based content. We conclude by deriving pertinent implications from our analyses. [ABSTRACT FROM AUTHOR]

While online communities may enhance firm performance, they commonly fail to retain members. To address this challenge, scholars and managers call for the use of gamification. However, despite gamification's growing use in online communities, insight into its effect on member experience and behaviours remain limited. We hypothesise that gamification affects member-perceived distributive and procedural justice. In experimental studies, we assess the impact of in-gamification perceived justice on member contributions. We find that while high in-gamification perceived procedural justice acts as a necessary prerequisite for member contributions, high distributive justice can reduce game-related uncertainty, thereby rendering gamified practices less fun, particularly for low-engaged community members that tend to value rewards. We add to the literature by (a) pinpointing the core role of perceived justice in the persistence of online communities, and (b) unveiling that high distributive justice can lead gamification to backfire in online communities by affecting member experience and contributions. [ABSTRACT FROM AUTHOR]

Par simplification et en lien avec ce numéro spécial, quatre parties prenantes majeures se dessinent: - Les entreprises ou organisations à but lucratif ou non-lucratif (B) - Leurs employés (E) - Leurs clients ou consommateurs (C) - La Société en général (S) Les technologies se déploient ainsi d'une partie prenante à une autre, formant alors plusieurs paires d'entités directement affectées par les conséquences d'une telle diffusion. Grâce à une revue systématique de 125 articles, les auteurs proposent une approche renouvelée et intégrative des technologies interactives en magasin, structurée dans une perspective Person-Object-Situation ([42]), fondée sur la réactivité des technologies et la participation des consommateurs, et adaptée à la distribution physique. Plaidoyer pour développer la recherche sur les technologies, les expériences et les services Pour conclure cet éditorial, nous pensons que les technologies et leur impact en termes d'expériences et de services constituent un terrain de recherche extrêmement prometteur pour les chercheurs en marketing. [Extracted from the article]

Since the seminal work of [26], building experience has been a major issue in marketing. In the context of this special issue, the four key stakeholders are as follows: The companies or organizations, for profit or non-profit (B); Their employees (E); Their customers or consumers (C); Society in general (S). The attribution theory ([50]) suggests that consumers motivated by experiential and social benefits would value both, the participation experience and the brand, even if they would lose the campaign (and the reward), which is not the case for consumers motivated by more utilitarian motivations. The second pathway (2) is about the impact of technology on interactions between an organization and its customers, between customers, or between customers and the Society (B2C2C2S model). [Extracted from the article]

Purpose: Digital service innovations have enabled service market access, transforming Africa. This paper aims to investigate individual and contextual drivers of experience value of mobile money transfer (MMT) service during post-adoption given impacts of individual/cultural characteristics in Senegal. Design/methodology/approach: Mixed methods. Study 1 qualitatively investigates the effects of individual-contextual drivers on the experience value of MMT and behavioral intentions. Study 2 quantitatively tests the main causal effects between drivers and MMT. Findings: Conceptual models of experience value including ethical and social dimensions proposed in MMT are positively related to behavioral intentions. Need for social interaction (NSI), self-efficacy (SEFF) and social pressure (SP) – sources of experience value creation/destruction – must be integrated into business practices. Results show the indirect positive influence of NSI on behavioral intentions through MMTs experience value. Moreover, traditional cultural orientation (TCO) is a source of value creation/destruction. Managers should build ethical relations with users, integrate social functions in MMT and understand users' cultural and individual characteristics for better customer relationship management policy. Originality/value: Few studies examine how MMT experience creates/destroys value in a Sub-Saharan African context, specifically in Senegal. The authors show that SP might destroy value and reveal how individual variables such as SEFF, NSI and TCO affect experience value creation/destruction. Surprisingly, NSI creates value, revealing MMT as hybrid self-service technology. [ABSTRACT FROM AUTHOR]

Purpose: This paper aims to investigate how the internal audit function (IAF) modifies its activities and practices in relation to the digitalisation the organisation. This paper specifically examines the use of data analytics and the performance of consulting activities by internal auditors. Design/methodology/approach: This paper is based on a survey conducted with 82 chief audit executives based in the USA and members of the institute of internal auditors. Findings: Results indicate a positive relation between the organisation's level of digitalisation and the use of data analytics by internal auditors during their missions. Results also indicate that the organisation's level of digitalisation has an indirect effect on the proportion of the internal audit planning dedicated to consulting activities. Specifically, the use of data analytics mediates the relationship between the organisation's level of digitalisation and the proportion of the internal audit planning dedicated to consulting activities. Research limitations/implications: This research was conducted amongst internal auditors based in the US Future research could investigate the insights of other internal audit stakeholders and investigate different legal contexts. Practical implications: Results show that digitalisation increases the use of data analytics by internal auditors and the performance of consulting activities. The results, therefore, highlight the importance of these two aspects for the IAF to continue to bring value to organisations. Originality/value: This research provides more insights on internal audit working practices. The digitalisation of the organisation leads the IAF to use more data analytics and perform more consulting activities. [ABSTRACT FROM AUTHOR]

Do usual commercials elicit the full spectrum of emotions? For this perspective paper, we posit that they do not. Concepts and measures related to the adaptive functions and well-being areas of emotion research cannot simply be transferred for use in advertising research. When a commercial elicits emotions, the emotions staged in the commercial must not be directly associated with the emotions felt by consumers when exposed to those commercials. This is why "aesthetic" emotions seem more appropriate than "utilitarian" emotions in advertising research, with the former generally felt more significantly than they are acted upon. Aesthetic emotions elicit limited physiological change, and they rely on the intrinsic pleasantness appraisal of commercials. Accordingly, pleasure and displeasure—as observed through expressive and subjective components of aesthetic emotion—often form the first and only step of commercial appraisal, and they are directed toward attitude formation rather than overt behaviors. Our preliminary psychophysiological study shows this by investigating the contributions of psychophysiological and self-reported measures of aesthetic emotions induced by commercials to explain attitudes toward advertisements. The results show that only two components of aesthetic emotion positively influenced attitudes toward the advertisements: expressive (measured by facial electromyography) and subjective (measured by the self-assessment manikin scale). Also, the subjective component of aesthetic emotion partially mediates the effects of the expressive components on attitudes toward the ads. Our exploratory study illustrates the relevance of focusing on aesthetic emotions in advertising research. It also shed new light on the contributions of the physiological, expressive, and subjective feelings components of aesthetic emotions in advertising effectiveness. [ABSTRACT FROM AUTHOR]

Most commercials designed to elicit affective reactions do not appear in isolation but frequently together. Consequently, a crucial question arises as to whether ads trigger affective reactions to ads shown in the same pod. The authors report on three experiments that use verbal and nonverbal measurement tools to assess these types of effects. Building on assimilation--contrast theory, they find that context effects such as ad sequence influence affective reactions. Positive results occur when an ad designed to invoke moderate or low emotional responses follows an ad evoking strong or moderately positive affect, whereas there is a threat when such an ad follows a strong negative emotional ad. [ABSTRACT FROM AUTHOR]

Academics and practitioners acknowledge the relevance of integrating customers in the development of new products and recommend the use of new technologies to this end. Although they play an important role, the development of online platforms is not sufficient for effective engagement of customers, and yet it is considered a key predictor of successful co-creation initiatives. Despite the large body of research regarding value co-creation, little is known about how to design interactive platforms to engage consumers. To address this gap, this research investigates the impact of two gamification mechanics: cooperation and competition. Based on an in-depth case study including longitudinal data and rich qualitative material, we highlight the existence of four users’ profiles and then assess their emotional, cognitive, and behavioral engagement with the gamified co-creation platform over time. We also emphasize the issues that may be induced through gamification. [ABSTRACT FROM PUBLISHER]

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Since Prahalad and Ramaswamy published their seminal text, vast literature on value cocreation has emerged. Yet value cocreation still suffers from the lack of a clear consensus about its conceptualization. Using a systematic method, this integrative review provides an overview of 10 years of research dealing with this still emerging concept, to clarify insights into its definition, foundations, drivers, related processes, expected consequences, and measurement. The resulting integrative framework summarizes existing knowledge and provides a foundation for further empirical investigations, as well as offering propositions to continue stimulating this dynamic research field. [ABSTRACT FROM AUTHOR]

Depuis l’article fondateur de Prahalad et Ramaswamy (2004a), nous avons assisté à l’émergence d’une vaste littérature dédiée à la co-création de valeur. Cependant, à l’heure actuelle, ce thème souffre toujours d’un manque de consensus en ce qui concerne sa conceptualisation. Adoptant une approche systématique, cet article propose une revue intégrative des recherches menées au cours de la décennie traitant de ce concept émergent, et clarifie les connaissances entourant sa définition, ses fondements, ses moteurs, mais également les processus sous-jacents, ses conséquences et sa mesure. Il en résulte un cadre intégratif résumant les connaissances sur le sujet et posant les fondations théoriques pour les recherches futures. Nous proposons également des pistes d’investigation afin de nourrir la dynamique de ce domaine de recherche. [ABSTRACT FROM AUTHOR]

The marketing literature on the graphical representation of the online consumer and its effects on consumption and exchanges is still in its infancy. This article contributes by carrying out a multidisciplinary synthesis on this theme. The proposed integrative model focuses on the identification with the avatar, its antecedents and consequences in a commercial context. Based on this framework, the article concludes with specific propositions for future research in this domain. [ABSTRACT FROM AUTHOR]

The marketing literature on the graphical representation of the online consumer and its effects on consumption and exchanges is still in its infancy. This article contributes by carrying out a multidisciplinary synthesis on this theme. The proposed integrative model focuses on the identification with the avatar, its antecedents and consequences in a commercial context. Based on this framework, the article concludes with specific propositions for future research in this domain. [ABSTRACT FROM AUTHOR]

Copyright of Recherche et Applications en Marketing (Sage Publications Inc.) is the property of Sage Publications Inc. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This research examines the influence of identification with an avatar on immersion in a 3D commercial website and its subsequent effect on satisfaction with the website. It also focuses on the potential moderating role of gender in these relationships. Two studies were conducted. The first study comprised 286 students and collected both quantitative and qualitative data on the visit to the website; the second, longitudinal study consisted of 32 participants who visited the website additional times during a two-month period. The results show that during the first visit, (1) gender influenced the creation of the avatar, (2) identification with the avatar strongly influenced immersion and satisfaction, and (3) gender moderated the identification-immersion relationship. The longitudinal results reveal the dynamics of avatar personalization over time and show that gender influence is not significant over time anymore. Implications of these results for managers and academics conclude the study. [ABSTRACT FROM AUTHOR]