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In the age of information explosion, consumers may no longer want to be overwhelmed with more information. But marketers are forced to display multiple features of a product in advertisements to fully demonstrate its competitive advantage, especially for a multifunctional product. Based on this, the authors explore when more could be an effective marketing strategy. The results of five studies demonstrated that the more features of multifunctional products displayed in video ads, the lower the processing fluency of consumers when watching the ads, thus reducing their positive emotions, and finally reducing their purchase intention, supporting the negative effect of more features on consumers in the context of marketing and revealed its cognitive and emotional mechanism. More important, we introduce mindfulness, an effective marketing strategy that alleviates the negative effect of too many product features on consumers, into the field of advertising marketing to address this issue. A high level of mindfulness, whether measured by trait scales or manipulated by experimental priming, weakens the negative effects of the number of displayed features. Specifically, when the level of mindfulness is high, the negative effect of displaying more product features on purchase intention is weak. When the level of mindfulness is low, the number of displaying more features has a strong negative impact on purchase intention. [ABSTRACT FROM AUTHOR]

Myopic marketing spending—curtailing marketing and research and development expenses to boost earnings—damages firms' long-term value. Despite this, top management teams are often myopic, and by the time investors or boards detect such short-termism, it is too late to react or intervene. This research introduces a novel prediction method by analyzing the language top management teams use in earnings calls, specifically focusing on marketing and earnings emphasis, to predict future instances of myopic marketing spending. Through linguistic dependency parsing of almost 11 million sentences extracted from nearly 25,000 quarterly earnings call transcripts of 1,197 firms between 2008 and 2019, the authors demonstrate that the proposed approach can predict myopic marketing spending at a quarterly frequency for up to one year in advance. They find that an increase of one standard deviation in earnings emphasis is associated with a 23.68% increase in the likelihood of future myopic marketing spending. Investments based on the proposed approach produce 1.61% additional annual abnormal returns compared with models that exclusively use known predictors of myopic marketing spending, while offering earlier foresight and more frequent opportunities for intervention. This reduces information asymmetry for investors and boards of directors. [ABSTRACT FROM AUTHOR]

Excessive monetary compensation and existing contractual agreements of influencers limit the ability of many firms to engage in effective influencer seeding. The authors suggest a forward-looking approach of targeting prospective influencers —while they are still largely unknown (e.g., a few months after their platform registration)—and signing them to endorse the firm in the future (e.g., more than a year later). This approach has the potential to significantly reduce costs. However, as only rarely do newly registered users ultimately become influencers (and as signals are weak), the authors propose a novel framework to cope with this rare-event problem. For empirical demonstration and application, the authors conduct data-based simulations using a data set from a worldwide leading audio platform. Every wave of newly registered users is associated with a profit potential stemming from future endorsements by prospective influencers. With knowledge about the order of magnitude of the return on successful influencer spend, managers applying the framework can extract around 20% of this profit potential (if the return is around three times the spend). [ABSTRACT FROM AUTHOR]

Evoking simplicity in marketing communications has become popular among marketing practitioners, but little is known about its effects on consumers and firms. The current work focuses on consumers' perceptions of the simplicity or complexity of brands and a previously overlooked consequence of those perceptions. Results from six experiments and analysis of a proprietary customer satisfaction dataset from Consumer Reports (N = 147,600) show that when consumers think brands are simple, they judge them to be less likely to experience product or service failures. Although these lower risk judgments could be positive for brands, they can also lead consumers to punish simpler brands more in the event of failures. Results also suggest that consumers' simplicity/complexity perceptions reflect the dimensionality of their mental representations of brands, and the relationship between simplicity and lower risk is attenuated when additional brand dimensionality is framed in terms of redundancy. The findings cast doubt on the degree to which evoking simplicity is a uniformly positive marketing strategy and encourage practitioners to more thoughtfully consider simplicity's implications for consumer and firm welfare. [ABSTRACT FROM AUTHOR]

When expanding abroad, small- and medium-sized enterprises (SMEs) experience various constraints, especially the liabilities of small size and foreignness. In this study, the authors examine postures, capabilities, and strategies related to international brand marketing that help SMEs overcome such challenges, establish a brand presence, and attain superior performance in foreign markets. Framing the investigation in the internationalization and capabilities perspectives, the authors employ multimethod approaches in a two-phase study among internationalizing SMEs based in Taiwan. In the first phase, they undertake an extensive literature review and then conduct case studies to formulate a conceptual model. In the second phase, the authors validate the model and associated hypotheses using survey data from a large sample of SMEs that target their products to markets worldwide. Results point to critical roles for these key constructs—international entrepreneurial orientation, international social media capability, and international market knowledge capability—as key antecedents to international branding capability and international brand strategy, in SMEs' international performance. The authors discuss the theoretical and managerial implications of these findings, highlighting the role of the critical constructs identified previously in driving superior international performance in resource-constrained SMEs. [ABSTRACT FROM AUTHOR]

An introduction is presented in which the editors detail the theme of mitigation of negative effects of maximization in marketing. The concepts are defined, a history of mitigation in marketing research is presented, as well as an overview of the articles presented in the special issue and an agenda for future research in this area.

Direct-to-consumer firms increasingly believe that influencer marketing is an effective option for seeding. However, the current managerially relevant question for direct-to-consumer firms of whether to target low- or high-followership influencers to generate immediate revenue is still unresolved. In this article, the authors' goal is to answer this question by considering for the first time the whole influencer-marketing funnel, that is, from followers on user-generated content networks (e.g., on Instagram), to reached followers, to engagement, to actual revenue, while accounting for the cost of paid endorsements. The authors find that low-followership targeting outperforms high-followership targeting by order of magnitude across three performance (return on investment) metrics. A mediation analysis reveals that engagement can explain the negative relationship between the influencer followership levels and return on investment. This is in line with the rationale based on social capital theory that with higher followership levels of an influencer, the engagement between an influencer and their followers decreases. These two findings are derived from secondary sales data of 1,881,533 purchases and results of three full-fledged field studies with hundreds of paid influencer endorsements, establishing the robustness of the findings. [ABSTRACT FROM AUTHOR]

A new trend in influencer marketing is livestream commerce, which combines influencers' live video streaming with e-commerce. Little is known, though, about how firms should develop their influencer strategies to maximize product sales. Given a budget constraint, marketers may choose to employ a single, "big" influencer with a large number of followers or several small influencers. They may also employ a combination of both big and small influencers when their budget is adequate. Analyzing data from 1.3 million livestreams on TikTok, the authors find a negative interaction effect between big and small influencers when employed together due to decreased trust in big influencers and substitution effects. Further analysis reveals that livestream sales generated by a big influencer are adversely affected by small influencers who promoted the same product previously, but not the other way around. In addition, big influencers can reach a much larger audience, whereas small influencers are more effective at increasing the audience's conversion rates. Big and small influencers are also different in terms of how product and campaign characteristics moderate their sales effectiveness. Finally, the scenario analysis explores how the profitability of influencer strategies hinges on the influencer mix and their costs. This research is one of the first to investigate the sales effectiveness of influencer marketing and to provide general guidelines for developing influencer mix strategies. [ABSTRACT FROM AUTHOR]

Marketing products/services internationally entails a bold decision that has high-cost implications and significant performance consequences: Should the firm standardize or adapt its marketing strategy across borders? The dilemma is a seminal issue, and perhaps the most enduring in international marketing scholarship. However, despite the voluminous work on the topic, an ontological assumption induces inconclusive conceptualizations and impedes theoretical advancement. The author contends that a self-contained, atomistic representation of the standardization/adaptation decision is such an impediment. This work problematizes a portrayal of the decision as if it is taken following a detached, own judgment of broad environmental contingencies. In turn, the study builds on fit literature and promotes an alternative perspective that acknowledges relational imperatives for requisite theorizing. Hence, standardization/adaptation is framed as a coconstituted process toward relational fit, with international marketing strategies being contingent on the role of significant "others." [ABSTRACT FROM AUTHOR]

For one-of-a-kind production (OKP) manufacturers adopting an engineer-to-order or make-to-order marketing strategy, it is very important to set an appropriate due date. We design an incentive-compatibility due-date quotation procedure to help OKP manufacturers obtain the rational due-date quotation from OKP customers. Based on the rational due-date quotation decision-making, the performance of an OKP shop floor controlled by load-based pull systems is evaluated in simulation. Our findings show that if the collaboration of due-date quotations and load-based pull control is effective, the order profit of OKP manufacturers will not be reduced when the delivery delay occurs. This study can provide more insights on order quotation decision-making and pull production control for OKP manufacturers. [ABSTRACT FROM AUTHOR]

While much of the academic literature on spinouts focuses on new ventures launched by the ex-employees of incumbent firms within the same industry, recent research shows that spinouts may also enter a focal industry from "knowledge contexts" outside of the incumbent industry. In particular, recent studies show that spinouts may enter from both upstream and downstream industries related to a focal industry along the value chain. Such spinouts have been called user-industry and supplier-industry spinouts. In this article, evidence from existing studies is collected to provide an indication of the relevance of such spinouts across various industries. This survey also includes an analysis of industry studies in which user- and supplier-industry spinouts may have been present but were not identified as such by scholars due to a difference in focus. The paper then considers the evidence accumulated to date in order to explore the industry contexts in which these two types of spinouts appear and to develop propositions concerning differences in the entry timing and product/market strategies of these startups. [ABSTRACT FROM AUTHOR]

Despite considerable investment, health outcomes for First Nations people are well below those of the rest of the population in several countries, including Canada, the United States, and Australia. In this article, the authors draw on actor-network theory and the case of Birthing on Country, a successful policy initiative led by First Nations Australians, to explore the decolonization of health services. Using publicly available archival data and the theoretical guidance of actor-network theory, the analysis offers insight into how marketing techniques and technologies can be deployed to achieve improved health outcomes and implement decolonized approaches. The insights provided have theoretical implications for marketing scholarship, social implications for understanding and implementing an agenda of decolonization, and practical implications for health care marketing. [ABSTRACT FROM AUTHOR]

In-store communication delivered through technological formats (e.g., kiosk, digital display) and nontechnological formats (e.g., magazine cover, flyer) can help retailers enhance sales by delivering relevant content to consumers. Although prior research has examined the effects of deal-oriented content that primarily offers promotions for a single product on shopper spending, the effects of inspirational content that sparks ideas (e.g., ways to use products) on spending are unclear. Inspirational content can affect spending differently from deal-oriented content as it activates stronger motivation for consumption goal completion. This article proposes that inspirational content activates stronger motivations for the consumer's goal completion and therefore increases spending more than deal-oriented content does. The authors propose and empirically test the hypotheses using data from a set of experimental studies, a field experiment, and an eye-tracking study. The results show that inspirational content increases spending more than deal-oriented content or no content does. This effect is mediated by consumption goal completion, such that it is attenuated when consumers already have consumption goals or when the content detracts from inspiration-induced goals. These results suggest that retailers can increase sales by using clear, inspirational content in their communications. [ABSTRACT FROM AUTHOR]

Given the high failure rates of brand extensions, insights into the drivers of brand extension success are critical for marketing practitioners and scholars. Prior research has inferred that parent brand equity and extension fit are the two key success drivers; however, empirical findings are mixed. Drawing on signaling theory, categorization theory, and a large database of 2,134 effect sizes from research spanning 1990–2020, the authors address these mixed findings through a meta-analysis to develop empirical generalizations. The results show that parent brand equity and extension fit positively influence extension success. However, the multifaceted dimensions of these two drivers have differential effects. For example, among the fit dimensions, usage fit has the weakest effect. While the results suggest an overall positive interaction effect between the two drivers, a fine-grained perspective that considers the drivers' various dimensions reveals differences. For example, brand familiarity appears to have a lower interaction effect with extension fit than the other dimensions of parent brand equity. Furthermore, the authors provide a comprehensive analysis of five groups of moderators: contextual factors (parent brand, extension, communication, and consumer factors) and research method factors. The authors offer managerial and future research implications for the design of brand extension strategies. [ABSTRACT FROM AUTHOR]

An increasingly common strategy when naming new brands is to use an unconventional spelling of an otherwise familiar word (e.g., "Lyft" rather than "Lift"). However, little is known about how this brand naming strategy impacts consumers' beliefs about the brand and, ultimately, their willingness to support it. Eight experimental studies demonstrate that, in general, consumers are less likely to support unfamiliar brands whose names are spelled unconventionally compared with brands that use the conventional spelling of the same word. This occurs because consumers perceive the choice of an unconventionally spelled name as an overt persuasion attempt by the marketer and thus view the brand as less sincere. Using mediation and moderation, the authors demonstrate that these effects are driven by persuasion knowledge and show robustness by employing different types of unconventional spellings. The studies suggest that although marketers may choose unconventional spellings for new brands with the goal of positively influencing consumers' perceptions, doing so may backfire. However, unconventionally spelled names do not produce a backfire effect when the motive for selecting the name is seen as sincere. Further, unconventionally spelled brand names may even be desirable when consumers are seeking a memorable experience. [ABSTRACT FROM AUTHOR]

This systematic literature review enhances paradigmatic/metaphysic analyses by examining how value-based commitments, intellectual personae, and stances impact the diversity, relevance, and consideration of ethics in gender research published by the top-tier marketing journals in the past 30 years. Theoretical contributions (1) explain how commitments to research values and practices constitute personae and particular stances toward research, (2) attribute value commitments to quantitative/positivist as well as qualitative/neohumanist research, and (3) implicate stances that favor particular theories and procedures and in turn enable the hierarchical development of gender research and its marginalization in the field. Recommendations elaborate the analytic, reflexive, and administrative training and research activities that will foster and reward more relevant, accurate, and ethical research on gender in the marketing academy and in industry. This work is of interest to persons dealing with gender identities, communities, and social issues, those working for greater gender representation and participation in firms and civic organizations, and those concerned with leveraging better marketing research for a better world. [ABSTRACT FROM AUTHOR]

Small and medium-sized enterprises (SMEs) play a critical role in the green economy due to their significant environmental footprint. Because more than 84% of the world's population identifies with a religion, most SME top-executives are likely to identify with a religion that would influence their decision-making. Despite these recent advances, prior studies have focused on SMEs' external drivers and did not consider the role of internal drivers, such as the characteristics of SMEs' top-executives, in influencing green marketing strategy. We aim to address this gap by focusing on religious identification as a key driver of green marketing by SMEs. Specifically, we examine the effects of top-executives' religious identification on strategic green marketing orientation (SGMO), and how such effects are moderated by political ideology. Using respondents comprised of CEO and/or owner-managers of SMEs in the US, the results show empirical evidence supporting the importance of religious identification in influencing green marketing decisions. Moreover, we found that the effects of religious identification on SGMO are more pronounced among top-executives with Conservative ideology. [ABSTRACT FROM AUTHOR]

Introduction Methods Results Discussion and Conclusion The study aims are to: (i) explore methods for identifying alcohol company marketing in metaverses; (ii) identify current types of alcohol marketing in metaverses; and (iii) identify dominant portrayals and meanings of alcohol marketing in these settings.Our design was exploratory, employing various approaches to identify alcohol company marketing across multiple metaverses. In stage one, we systematically navigated through metaverses as an avatar, documenting and coding all instances of alcohol company marketing. In stage two, the research team collaboratively explored and discussed excerpts of this marketing. The team thematically analysed the transcribed discussion, identifying key meanings and interpretations of immersive and interactive alcohol marketing.Stage one: alcohol company marketing was identified in two metaverses, Decentraland and Sandbox. Within those metaverses were five alcohol company marketing experiences: Heineken Silver, Jose Cuervo Tequila, Wisher Vodka, San Matias Tequila, and Mason Martell Cognac. Marketing strategies included immersive commerce, virtual drinking, immersive branding, immersive engagement, gaming, non‐fungible tokens (digital assets), education, non‐player characters promoting brands and virtual event‐based marketing. Stage two: themes identified were: (i) immersive branding, representing continued exposure to brands that were both foregrounded and on the edge of users' awareness; (ii) immersive engagement, including alcohol‐related gaming, quests, and alcohol production; (iii) avatars simulating drinking behaviour (virtual drinking); and (iv) immersive commerce representing how metaverse alcohol marketing may drive alcohol transactions.Alcohol companies are using novel immersive marketing techniques in metaverses. The impact on the experiences and drinking behaviours of users are unknown and require investigation. [ABSTRACT FROM AUTHOR]

This systematic review delves into the realm of nonprofit marketing (NPM) by synthesizing empirical studies published between 2013 and 2022 across various sectors. Employing a meticulous screening process, we examined 62 articles sourced from reputable databases such as Science Direct, Elsevier, JSTOR, Emerald, Springer, Wiley Online Library, SAGE, and Google Scholar. Our objective was to provide a comprehensive overview and enhance understanding in the field of nonprofit marketing. The analysis of these selected articles revealed eight pivotal themes within NPM: marketing strategy, fundraising, collaboration, trust, branding, entrepreneurship, social media campaigns, and performance measurement. Through a systematic approach, we integrated these themes, shedding light on the interconnectedness of research within each domain. Our study not only consolidates a fragmented body of research but also identifies critical gaps, laying the foundation for future investigations. These gaps include a scarcity of multi-country level analyses, limited studies in developing country contexts, a deficiency of comparative analyses between developed and developing countries, and an insufficient exploration of the intersections between nonprofit and for-profit marketing. [ABSTRACT FROM AUTHOR]

This paper reads the sale of citizenship via citizenship‐by‐investment (CBI) programmes through an offshore lens. Scholarship on offshore industries has long positioned citizenship sales as part of offshore capitalism—without exploring the phenomenon in any depth. Research on CBI, in turn, has with some notable exceptions neglected the phenomenon's offshore nature. This paper argues that CBI is an outgrowth and increasingly integral part of offshore capitalism, offering a new form of what Susan Roberts calls "regulatory arbitrage", aiding elite wealth accumulation and power. The paper establishes this relationship by examining the countries and firms selling citizenship, their marketing strategies and customers and, crucially, the nature of the product which rests on the three "offshore pillars", as described by Ronen Palan—virtual residency, easy incorporation, and secrecy. Conceptualising CBI as an offshore provision can transform how the phenomenon is understood and opens new avenues of thinking about its socio‐structural role and impact in an unequal world. [ABSTRACT FROM AUTHOR]

Chatbots are increasingly able to talk as humans. Disclosing the identity of chatbots can negatively impact the user trust, but withholding is considered illegal. Disclosing is an inevitable trend, and it is crucial to study different disclosure types. However, most research focuses on comparing disclosure versus non-disclosure. This article investigates the impact of interaction between disclosing and service contact types on service satisfaction. Specifically, pre-dialogue (vs. post-dialogue) disclosure appears more satisfying for high-contact services, whereas post-dialogue disclosure is better suited to low-contact services. Trust is the mediating mechanism of these effects. These findings can help service providers devise marketing strategies. [ABSTRACT FROM AUTHOR]

The packaging industry's significant role in plastic production and environmental pollution underscores the need for more sustainable alternatives. Bioplastics emerge as a promising solution, yet consumer understanding of this innovative material often lags, particularly in emerging markets. This study thus aims to explore effective marketing strategies for communicating bioplastic packaging to shape consumer adoption and disposal practices in such markets. Through a case study approach, we examine the role of ecolabels as a marketing tool across key sectors of the bioplastic packaging supply chain. Drawing upon the signalling theory, we identify key characteristics of effective signals, including costly signalling, visibility, clarity, fitness, consistency and credibility, which should be integrated into a broader context of ecolabels design in order to encourage consumer adoption and responsible disposal. Our study also identifies instances where noises from the environment may have little impact and where communication gaps hinder feedback loops between consumers and producers. [ABSTRACT FROM AUTHOR]

While many psychological interventions encourage sustainable consumption by altering attitudes, these modified attitudes often do not result in sustainable choices leading to the need to test alternative interventions to facilitate sustainable consumption, such as priming. Priming uses stimuli that trigger nonconscious processing that influences decisions. Despite its popularity, studies that employ priming strategies in sustainable consumption research are widely dispersed across several conceptual domains. This article unpacks and summarizes different approaches to priming sustainable behavior by delineating theoretical and methodological perspectives in various contexts across diverse consumer characteristics. The method employed is a scoping review of 74 articles published over 23 years (2000–2022). The resulting review (1) provides an overview of priming in sustainable consumption, (2) highlights knowledge gaps, (3) identifies knowledge clusters, and (4) proposes a research agenda for future investigations. Primarily, this paper provides an integrated map that deconstructs how researchers have explored priming interventions to promote sustainable consumption and to enable the best, or at least, better practice. [ABSTRACT FROM AUTHOR]

Brand activism is a widespread phenomenon, yet strategies for leveraging activism messages to yield positive consumer responses and enhance brand equity are not well understood. This study investigated the effects and mechanisms of activism message framing (hope vs. frustration) from the perspectives of message and inspiration. The results of five experimental studies revealed that (hope‐framed vs. frustration‐framed) activism messages can inspire consumers and enhance their purchase intentions towards related brands. The stimulation of growth mindsets among consumers amplifies the positive effects of activism message framing, while the salience of activism issues can reverse the negative reactions caused by frustrating messages and consumers' fixed mindsets. These insights not only contribute to existing brand activism literature by explaining the psychological mechanisms and influential elements of activism message framing effects, but also provide valuable guidance to marketers in developing brand activism strategies and effectively communicating relevant information. [ABSTRACT FROM AUTHOR]

Purpose: This paper aims to evaluate the effect of commitment misperception on channel conflict. It highlights the importance of trust and transaction-specific investments for business marketing strategies. Design/methodology/approach: This paper develops a concept framework to understand how the direction (overestimated vs underestimated) and extent of commitment misperception influence channel conflict. The model is tested using dyadic data from 212 distributors and manufacturers across several industries in China. Findings: The results show that the direction of commitment misperception affects trust, transaction-specific investments and channel conflict. Overestimated commitment induces positive illusion and enhances trust and transaction-specific investments and reduces channel conflict, whereas underestimated commitment induces negative illusion and reduces trust and transaction-specific investments and enhances channel conflict. Trust and transaction-specific investments mediate the impact of the direction of commitment misperception on channel conflict. The extent of commitment misperception plays the moderating influence on the direction of commitment misperception. Originality/value: This study reveals the mechanisms and boundary conditions by exploring the mediating influence of trust and transaction-specific investments and the moderating effects of the extent of commitment misperception. [ABSTRACT FROM AUTHOR]

Currently, we are witnessing firms engaging in acquisitions to explore new business models. However, despite operating within similar industry sectors, integrating these business models can be challenging. Beyond the mere integration of operational aspects, this paper argues that business model integration should encompass two crucial dimensions: the integration of market architectural strategies and the assimilation of mindsets that drive market operations. The paper constructs a typology for business model integration, grounded in the integration of market architectural strategies, and mindsets and illustrates the types through international acquisition examples. The paper contributes to existing research by exploring integration within the context of business model acquisitions. The division into market architectural strategies and mindset advances past understanding of business models. The conceptualization of "value‐creation culture" extends the boundaries of past acquisition research and underscores the significance of mindsets associated with new business models. [ABSTRACT FROM AUTHOR]

A multivariate analysis of brand level data from the restaurant industry found that penetration increased with number of units for limited and full service restaurants (LSRs and FSRs) and with customer service experience ratings for FSRs. For both types of restaurants, average purchase frequency increased reliably with the number of units and with perceived value, but not with broader customer experience ratings or the existence of a reward program. Finally, average check size increased with service experience but only for FSRs. Given that brands differ much more in penetration than in average purchase frequency or average check size, these findings suggest that marketing success comes primarily from increased physical and mental availability, with brand differentiation, but not reward programs, also contributing to that success. [ABSTRACT FROM AUTHOR]

Health technology is changing the way consumers engage with health professionals and their own well-being. Although digital solutions often focus on supplementing physical care, some have potential as an alternative to offline engagements. This research considers how such phygital experiences can promote well-being and social connectedness. Specifically, we explore how online mental health apps help men to engage in well-being discourses, conversations that they would feel unable to have or uneasy about having without the anonymity of the online setting. However, unlike other phygital products, this app can hinder ongoing offline therapy and even deter some men from seeking professional medical help. Data are drawn from an online peer-support forum and interviews with men struggling with mental illness and mental health advocates. The manuscript concludes by recognising the imperative for research furthering understanding of consumption practices associated with poor mental health and marketing practices that promote mental well-being. [ABSTRACT FROM AUTHOR]

While misinformation has been around for centuries, the effects of online brand-related misinformation on consumers' engagement remain tenuous. Addressing this gap, we develop the concept of online brand-related misinformation engagement, a consumer's (e.g. cognitive/emotional) resource investment in their interactions with misinformation about brands. Recognizing the persuasive nature of misinformation, we draw on Cialdini's Weapons of Persuasive Influence to develop a typology comprising three positively valenced online brand-related misinformation engagement sub-types (i.e. reciprocal, social proof-, and consistency-based misinformation engagement), and three negatively valenced online brand-related misinformation engagement sub-types (i.e. repudiating, thwarting, and oppositional misinformation engagement). We then develop a Weapons of Influence-informed model that outlines the effect of online brand-related misinformation authority and scarcity on consumers' brand-related misinformation evaluation (liking), and its subsequent effect on their positive or negative online brand-related misinformation engagement, respectively. While consumers' positive online brand-related misinformation engagement is predicted to yield online misinformation continuation or -intensification, its negative counterpart will generate online misinformation adjustment or -correction. [ABSTRACT FROM AUTHOR]

As firms today have an increased demand for concrete sales outcomes in influencer marketing campaigns, influencers must be strategic and proactive to ensure campaign success. Integrating the relevant literature on influencer marketing and political communications, this study investigates how the strategic presentation of desirable qualities by influencers can affect followers' affinity as well as purchase intentions for sponsored brands. Survey data were collected from a matched sample of 50 lifestyle influencers and 1,749 fans on China's Top Social Shopping Review Platform (Red). Our hierarchical linear modelling (HLM) analysis shows that a deliberate influencing strategy adopted by influencers positively affects parasocial relationships with fans, leading to favourable sales outcomes. This relationship is moderated by similarity in communication styles between influencers and fans. HLM analysis also reveals significant heterogeneity among influencers in the same domain. Implications for influencer marketing and management are discussed. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to analyse the trend of publication in the field of psychological ownership (PO) in marketing by looking at the previous research papers. The research pinpoints the key concepts, methodology, analytical approach and the structure of PO that could open up future research path in this area of research. Design/methodology/approach: This paper provides a bibliometric analysis of PO in marketing by using performance analysis and science mapping with data extracted from Scopus database using VOSviewer software. Findings: Results show the trend of publications in the field of PO and found out the main themes related to the PO and also provide future research avenues for further exploration by scholars. Research limitations/implications: The study could help researchers, firms and marketers to predict functioning of customer's mind and their decision-making, thus enabling organizations to create a strong targeted marketing strategy to attract and engage customers. Originality/value: The present study provides a bird's view of psychological ownership in marketing context by applying bibliometric analysis tool. Also, the rigorous literature investigation links and integrates isolated diverse knowledge of PO that aids in developing meaningful new insights for firms and marketers. [ABSTRACT FROM AUTHOR]

In this paper, we explore the applications of fractional stochastic volatility (FSV) models within the realm of market microstructure theory and optimal execution strategies. FSV models extend traditional stochastic volatility frameworks by incorporating fractional differentiation, allowing for more flexible and realistic representations of asset price dynamics over time. Our investigation begins with an introduction to FSV models, highlighting their ability to capture long-memory effects and volatility clustering observed in financial markets. These models provide a robust framework for understanding market microstructure dynamics, including order flow behavior, price impact functions, and liquidity provision mechanisms. Furthermore, we discuss recent advancements and empirical findings using FSV models, emphasizing their role in uncovering intraday volatility patterns and their implications for trading strategies under varying market conditions. By incorporating these nuanced volatility dynamics, FSV models contribute to the development of optimal execution algorithms that enhance transaction cost efficiency and market stability. The FSV model, when the Hurst exponent H is set to 0.5, effectively reduces to a standard stochastic volatility model. THis nested relationship can be formally demonstrated by considering the FSV model's general form and showing that for H = 0.5, the fractional Brownian motion BH(t) becomes a standard Brownian motion Wt, thereby aligning the FSV model with traditional models. Overall, our analysis underscores the significance of FSV models in advancing both theoretical insights and practical applications in modern finance, offering new avenues for research in high-frequency trading strategies and market efficiency. [ABSTRACT FROM AUTHOR]

Purpose: This study examined the impacts of customer knowledge management and flow experience on customer value co-creation and the mediating role of flow experience in the context of fitness apps. Design/methodology/approach: Using the questionnaire star platform to edit the questionnaire and collect data(n = 450). A structural equation modeling test was conducted to examine the relationships between the variables. Findings: The findings reveal that in a fitness app service scenario, customer knowledge management has a significant positive impact on customer flow experience, customer flow experience has a significant positive impact on customer value co-creation, and customer flow experience plays a partial mediating role in the path from customer knowledge management to customer value co-creation. Practical implications: The results could help fitness-app-related enterprises or service organizations understand the factors influencing and processes of customer participation in value co-creation and thus could help such enterprises and organizations formulate effective marketing strategies to realize customer value co-creation and ultimately to achieve their development goals. Originality/value: Using value co-creation theory and customer-dominant logic, this study analyzed the effects of customer knowledge management, flow experience, and customer value co-creation in the context of fitness apps and examined the mediating role of flow experience. The findings fill a gap in the theoretical research regarding customer value co-creation in the context of fitness apps and expand the scope of research on customer knowledge management and flow experience. [ABSTRACT FROM AUTHOR]

Recently, social media has gradually become an important topic in public opinion analysis field. Among social media, Microblog is one of the most important platforms because it is short, convenient, mobile and instantaneous. Social media microblog recognition well reflects the attitudes from an enormous big colony to a specific incident, either positive or negative, which can be used for deriving competitive intelligence, marketing strategies, detecting depression and so on. However, the existing methods usually use only text or image from internet but not take advantages of their complementary information to finalize the recognition, it limits the performance and robustness of the algorithms. In this paper, we present a collaborate decision network (CDN) based on cross-modal attention to exploit the discriminative attributes of multi modalities by data- and knowledge joint driven strategy in depth, and further improve the recognition performance. In addition, we collect and construct a visual-text microblog recognition dataset with 2854 samples to support the subsequent research of related fields. Finally, experimental reuslts on the collected dataset show the effectiveness and superiority of the proposed CDN. [ABSTRACT FROM AUTHOR]

Skyrocketing commodity prices and conflict‐induced mass hunger in recent years have resuscitated discussions about why famines frequently reoccur in specific spaces of vulnerability. Intervention efforts still too often isolate food (in)security from its interwovenness in the political economy of water and energy and from the role of ideas in forging these interconnections across long time periods. Using (South) Sudanese history to rethink the causes of recurrent food insecurity, we underscore the need to analyse how political elites imagine the role of the water–energy–food nexus and associated environmental narratives in consolidating power. South Sudan's 2011 secession (from Sudan) marked the culmination of a struggle against a state that insurgents regarded as having starved its citizens. However, since independence, its leaders have replicated the nostrum they once combatted: Sudanese resources must ‘feed the world’. A fixation with inserting water, energy, and food resources into global markets infuses their strategy, even if such an approach will not engender food abundance. [ABSTRACT FROM AUTHOR]

As outdoor tourism grows amidst competition in the tourism industry, ecotourism must offer tourists Memorable tourist experiences (MTEs). Memorable experiences shared on social media can be re-shared and have the potential to go viral. This study drew from previous empirical research and explored the mediating role of electronic word of mouth (eWOM) and MTEs on revisit intention in mangrove ecotourism in East Java, Indonesia. Samples were selected using a probabilistic technique among mangrove ecotourism tourists in Trenggalek District and Surabaya City, East Java, Indonesia. 250 questionnaires were distributed to respondents, out of which 160 were returned and deemed complete. The structural equation model (SEM) tested the hypothesis with the Partial Least Squares (PLS) approach. This research concludes that positive experiences left by tourists can directly influence revisit intention, but this influence is more significant if the experience is staged through eWOM. This research has implications for theory in understanding the role of MTEs and eWOM on revisit intention, while managerially it has implications for developing destination marketing strategies to create maximum MTEs and eWOM to generate revisit intention. [ABSTRACT FROM AUTHOR]

Shanghai Disneyland is a successful theme park that combines Disney magic with Chinese culture. Effective marketing strategies are crucial to influencing customer behavior and cognition. The 7P framework is widely used in marketing campaigns, and customer lifestyles significantly shape preferences and decisions. This study explores the impact of Shanghai Disneyland’s marketing strategy and customer lifestyle on customer loyalty, using data collected from an online questionnaire and analyzed with SPSS. The results show that marketing strategies and lifestyles influence customer loyalty, providing valuable insights into the park’s marketing strategy. [ABSTRACT FROM AUTHOR]

Over the past few years, China’s branded mobile phone industry has experienced significant growth, becoming one of the largest global markets. With fierce domestic and international competition, brand trust has emerged as a crucial factor influencing consumer purchasing decisions. Consumers trust mobile phone brands that excel in product quality, service, and value. This study explores how digital marketing strategies and perceived value enhance brand trust in Chinese mobile phone brands. The study formulates a research model and designs a survey questionnaire by reviewing relevant literature on digital marketing strategy, perceived value, brand trust, and Chinese mobile phone brands. Data is collected through an online survey using SPSS software to analyze the relationship between digital marketing strategy, perceived value, and brand trust. Finally, considering the unique characteristics of the Chinese mobile phone brand market and the research findings, the study provides practical recommendations for Chinese mobile phone brands. [ABSTRACT FROM AUTHOR]