Advances in causal modeling techniques have made it possible for researchers to simultaneously examine theory and measures. However, researchers must use these new techniques appropriately. In ...addition to dealing with the methodological concerns associated with more traditional methods of analysis, researchers using causal modeling approaches must understand their underlying assumptions and limitations. Most researchers are well equipped with a basic understanding of LISREL-type models. In contrast, current familiarity with PLS in the strategic management area is low. The current paper reviews four recent studies in the strategic management area which use PLS. The review notes that the technique has been applied inconsistently, and at times inappropriately, and suggests standards for evaluating future PLS applications.
This study explored and evaluated the dimensions and consequences of esports online spectator demand. In doing so, we identified preliminary dimensions of esports online spectator demand based on ...semistructured interviews and online open-ended surveys. Findings resulted from the qualitative study were adopted as the foundation to develop the Scale for Esports Spectator Demand (SESD). To validate the SESD and assess the impact of the SESD factors on consumers’ cognitive and behavioral outcomes, a sample of esports online spectators (N = 1,309) responded to a survey containing the SESD, which was randomly split into two halves, with one half for an exploratory factor analysis and the other half for a confirmatory factor analysis and structural equation modeling analyses. A total of 32 items under eight SESD factors were confirmed. While demand factors including commentary features, player characteristics, event attractiveness, and schedule convenience have been found in traditional sport contexts, chat room, streamer traits, stream quality, and virtual rewards appeared to be unique in esports. All eight SESD factors, excluding schedule convenience, were significantly predictive of one or more of the outcomes associated with esports consumption.
Survey research methodology is widely used in marketing, and it is important for both the field and individual researchers to follow stringent guidelines to ensure that meaningful insights are ...attained. To assess the extent to which marketing researchers are utilizing best practices in designing, administering, and analyzing surveys, we review the prevalence of published empirical survey work during the 2006–2015 period in three top marketing journals—
Journal of the Academy of Marketing Science
(
JAMS
),
Journal of Marketing
(
JM
), and
Journal of Marketing Research
(
JMR
)—and then conduct an in-depth analysis of 202 survey-based studies published in
JAMS
. We focus on key issues in two broad areas of survey research (issues related to the choice of the object of measurement and selection of raters, and issues related to the measurement of the constructs of interest), and we describe conceptual considerations related to each specific issue, review how marketing researchers have attended to these issues in their published work, and identify appropriate best practices.
Purpose
Some consumers are engaged in online curation, a type of user-generated content, in ways that can be impactful for brands. An example of online curation includes organizing themed collections ...of product images on Pinterest. The purpose of this paper is to present a framework of online consumer curation, introducing this topic to the marketing literature.
Design/methodology/approach
Through the analysis of the business and academic literature, as well as a careful study of many examples of online consumer curation, the authors present a framework for understanding online consumer curation.
Findings
The actions taken by online consumer curators are similar to those of museum or art gallery curators: acquiring, selecting, organizing and displaying content for an audience. The motivations for consumers to engage in online curation include building/displaying their identities and making social connections with their online audience. One outcome possible for the audience that views the curation is gaining access to carefully selected and recommended content.
Research limitations/implications
As online consumer curation is a new area of research, the authors suggest several marketing- and brand-relevant propositions that can be addressed in future research.
Practical implications
As consumers are frequently using product images and brand symbols in their online curation, it is important for marketing academics and practitioners to understand their actions.
Originality/value
The aim of the paper is to present a thorough introduction to the idea of online consumer curation by outlining relevant examples, providing a framework for understanding this activity and its implications for brand management, and listing ideas for future research.
Propósito
Algunos consumidores se dedican a la “curación” en línea, un tipo de contenido generado por el usuario (UGC), de manera que pueden ser impactantes para las marcas. Un ejemplo de “curación” en línea incluye la organización de colecciones temáticas de imágenes de productos en Pinterest. El propósito de esta investigación es presentar un marco sobre la “curación” del consumidor en línea, introduciendo este tema en la literatura de marketing.
Diseño/metodología/enfoque
A través de nuestro análisis de la literatura académica y empresarial, así como del estudio cuidadoso de muchos ejemplos de “curación” de los consumidores en línea, presentamos un marco para comprender la “curación” de los consumidores en línea.
Hallazgos
Las acciones realizadas por los “curadores” son similares a las de sus homólogos en museos o galerías de arte: adquirir, seleccionar, organizar y mostrar contenido para una audiencia. Las motivaciones para que los consumidores participen en la “curación” en línea incluyen construir/mostrar sus identidades y establecer conexiones sociales con su audiencia en línea. Un resultado posible para la audiencia que ve la “curación” es obtener acceso a contenido cuidadosamente seleccionado y recomendado.
Implicaciones teóricas
Como la “curación” en línea es una nueva área de investigación, sugerimos varias propuestas relevantes de marketing y marca que pueden abordarse en futuras investigaciones.
Implicaciones prácticas
Como los consumidores utilizan con frecuencia imágenes de productos y símbolos de marca en su “curación” en línea, es importante que los académicos y profesionales de marketing comprendan sus acciones.
Originalidad/valor
La investigación presenta una introducción exhaustiva a la idea de la “curación” del consumidor en línea describiendo ejemplos relevantes, proporcionando un marco para comprender esta actividad y sus implicaciones para la gestión de la marca, y enumerando ideas para futuras investigaciones.
Palabras clave
“Curación” del consumidor en línea, Comportamiento del consumidor en línea, Contenido generado por el usuario, Gestión de marca
Display omitted
•Unique service portfolios help protect incumbents from new entrants.•Large service portfolios help protect incumbents from new entrants.•Ancillary services are sticky, making ...customers less likely to switch.•Grocers facing new discounters benefit most from unique service portfolios.•New grocers (not discounters) pose the greatest threat to grocery incumbents.
Many retailers invest in ancillary services to provide shoppers with additional reasons to come to their stores. However, it is unclear whether these services insulate incumbents from new entrants. We address this question by examining how the size and uniqueness of an incumbent's service portfolio protects its sales after a new competitor enters. We study uniqueness by introducing the notion of “competitive service overlap” (CSO) that operationalizes service similarity, and show both that retailers are best served by offering many services and that particularly successful retailers have more unique service portfolios. Furthermore, the impact of uniqueness is most prominent when a grocery incumbent faces a discounter entrant (e.g., Kroger facing a Wal-Mart entry).
PDF
