EXPRESS: Variety Effects in Advertising

2021 ◽  
pp. 002224372110560
Author(s):  
Omid Rafieian ◽  
Hema Yoganarasimhan
Keyword(s):  
Response Rate ◽  
Mobile Apps ◽  
Underlying Mechanism ◽  
Experimental Variation ◽  
Different Types ◽  
Unit Increase ◽  
Quasi Experimental ◽  
Managerial Implications ◽  
Click Through Rate ◽  
Empirical Framework

Users are often exposed to a sequence of short-lived marketing interventions (e.g., ads) within each usage session in mobile apps. This study examines how an increase in the variety of ads shown in a session affects a user's response to the next ad. The authors leverage the quasi-experimental variation in ad assignment in their data and propose an empirical framework that accounts for different types confounding to isolate the effects of a unit increase in variety. Across a series of models, the authors consistently show that an increase in ad variety in a session results in a higher response rate to the next ad: holding all else fixed, a unit increase in variety of the prior sequence of ads can increase the click-through rate on the next ad by approximately 13\%. The authors then explore the underlying mechanism and document empirical evidence for an attention-based account. The paper offers important managerial implications since it identifies a source of interdependence across ad exposures that is often ignored in the design of advertising auctions. Further, the attention-based mechanism suggests that platforms can incorporate real-time attention measures to help advertisers with targeting dynamics.

scholarly journals Using Payroll Tax Variation to Unpack the Black Box of Firm-Level Production

2021 ◽  
Author(s):  
Youssef Benzarti ◽  
Jarkko Harju
Keyword(s):  
Black Box ◽  
Total Output ◽  
Tax Rates ◽  
Firm Level ◽  
Payroll Tax ◽  
Payroll Taxes ◽  
Input Factor ◽  
Experimental Variation ◽  
Quasi Experimental ◽  
Level Production

Abstract This paper uses quasi-experimental variation in payroll tax rates in Finland to investigate how firms use their input factors. We find that higher payroll tax rates lead to large employment responses and have no effects on employee-level earnings. As payroll taxes increase, firms substitute away from low-skilled, routine and manual workers. Higher firm-level payroll tax rates also slightly decrease the total output of firms. Our results imply that firm-level production and input factor choices are clearly affected by payroll taxes.

Examination of customer-centric measures among different types of customers in the context of major Canadian ski resort

2018 ◽  
Vol 30 (2) ◽  
pp. 438-459
Author(s):  
Matti J. Haverila ◽  
Kai Christian Haverila
Keyword(s):  
Customer Satisfaction ◽  
Structural Equation ◽  
A Priori ◽  
Equation Modeling ◽  
Marketing Practice ◽  
Content Type ◽  
Ski Resort ◽  
Different Types ◽  
Managerial Implications ◽  
Satisfaction Model

Purpose Customer-centric measures such as customer satisfaction and repurchase intent are important indicators of performance. The purpose of this paper is to examine what is the strength and significance of the path coefficients in a customer satisfaction model consisting of various customer-centric measures for different types of ski resort customer (i.e. day, weekend and ski holiday visitors as well as season pass holders) in a ski resort in Canada. Design/methodology/approach The results were analyzed using the partial least squares structural equation modeling approach for the four different types ski resort visitors. Findings There appeared to differences in the strength and significance in the customer satisfaction model relationships for the four types of ski resort visitors indicating that the a priori managerial classification of the ski resort visitors is warranted. Originality/value The research pinpoints differences in the strength and significance in the relationships between customer-centric measures for four different types ski resort visitors, i.e. day, weekend and ski holiday visitors as well as season pass holders, which have significant managerial implications for the marketing practice of the ski resort.

Human mobility models reveal the underlying mechanism of seasonal movements across China

2021 ◽  
Author(s):  
Bing Song ◽  
Xiao-Yong Yan ◽  
Suoyi Tan ◽  
Bin Sai ◽  
Shengjie Lai ◽  
...  
Keyword(s):  
Traffic Engineering ◽  
Human Mobility ◽  
Underlying Mechanism ◽  
Gravity Models ◽  
Mobility Models ◽  
Temporal And Spatial Distribution ◽  
Population Movements ◽  
Different Types ◽  
Before And After ◽  
Time Periods

Understanding the spatial interactions of human mobility is crucial for urban planning, traffic engineering, as well as for the prevention and control of infectious diseases. Although many models have been developed to model human mobility, it is not clear whether such models could also capture the traveling mechanisms across different time periods (e.g. workdays, weekends or holidays). With one-year long nationwide location-based service (LBS) data in China, we investigate the spatiotemporal characteristics of population movements during different time periods, and make thorough comparisons for the applicability of five state-of-the-art human mobility models. We find that population flows show significant periodicity and strong inequality across temporal and spatial distribution. A strong “backflow” effect is found for cross-city movements before and after holidays. Parameter fitting of gravity models reveals that travels in different type of days consider the attractiveness of destinations and cost of distance differently. Surprisingly, the comparison indicates that the parameter-free opportunity priority selection (OPS) model outperforms other models and is the best to characterize human mobility in China across all six different types of days. However, there is still an urgent need for development of more dedicated models for human mobility on weekends and different types of holidays.

The interactive effect of insight and cuteness in driving purchase likelihood: a lay belief of creativity

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Felix Septianto ◽  
Rokhima Rostiani ◽  
Widya Paramita
Keyword(s):  
New Products ◽  
Interactive Effect ◽  
Experimental Studies ◽  
New Product ◽  
Underlying Mechanism ◽  
Content Type ◽  
Narrative Study ◽  
Managerial Implications ◽  
Purchase Likelihood

PurposeWhile new product introductions can potentially promote growth and benefit for brands, it remains unclear how marketers can develop effective communication strategies to increase the chance of success for new products. The present research investigates the role of cuteness in leveraging the effectiveness of a narrative emphasizing an insight versus an effort in this regard.Design/methodology/approachThis research presents two experimental studies. Study 1 examines the moderating role of cuteness on the likelihood of purchasing a new product featuring an insight-based (vs effort-based) narrative. Study 2 extends the findings of Study 1 using different stimuli and establishes the underlying mechanism.FindingsResults show that when a cuteness appeal is present, an insight-based (vs effort-based) narrative will lead to a higher purchase likelihood. However, these differences do not emerge when a cuteness appeal is absent (a control condition). Further, perceived brand creativeness will mediate this effect.Originality/valueThe findings of this research contribute to the literature on lay belief of creativity, cuteness, and product narrative, as well as managerial implications on how to promote new products.

scholarly journals Developing and supporting coordinators of structured mentoring schemes in South Africa

2010 ◽  
Vol 8 (1) ◽  
Author(s):  
Penny Abbott ◽  
Xenia Goosen ◽  
Jos Coetzee
Keyword(s):  
South Africa ◽  
Qualitative Data ◽  
Descriptive Statistics ◽  
Job Description ◽  
Different Types ◽  
Managerial Implications ◽  
People Development ◽  
Value Add ◽  
Purposive Sample ◽  
The Coordinator

Orientation: Mentoring is considered to be such an important contributor to accelerated people development in South Africa that structured mentoring schemes are often used by organisations. There are at present few sources of development and support for coordinators of such schemes.Research purpose: The aim of this research is to discover what the characteristics of coordinators of structured mentoring schemes in South Africa are, what is required of such coordinators and how they feel about their role, with a view to improving development and support for them.Motivation for the study: The limited amount of information about role requirements for coordinators which is available in the literature is not based on empirical research. This study aims to supply the empirical basis for improved development and support for coordinators.Research design and method: A purposive sample of 25 schemes was identified and both quantitative and qualitative data, obtained through questionnaires and interviews, were analysed using descriptive statistics and thematic analysis.Main findings: Functions of coordinators tend to be similar across different types of mentoring schemes. A passion for mentoring is important, as the role involves many frustrations. There is little formalised development and support for coordinators.Practical/managerial implications: The study clarifies the functions of the coordinator, offers a job description and profile and makes suggestions on how to improve the development of the coordinator’s skills.Contribution/value-add: An understanding of what is required from a coordinator, how the necessary knowledge and skills can be developed and how the coordinator can be supported,adds value to an organisation setting up or reviewing its structured mentoring schemes.

scholarly journals Do employees participate in workplace HIV testing just to win a lottery prize? A quantitative study

2016 ◽  
Vol 15 ◽  
Author(s):  
Martin Weihs ◽  
Anna Meyer-Weitz
Keyword(s):  
Hiv Testing ◽  
Experimental Studies ◽  
Hiv And Aids ◽  
Chi Square ◽  
Cross Sectional ◽  
Small Effect Size ◽  
Hiv Counselling And Testing ◽  
Quasi Experimental ◽  
Managerial Implications ◽  
Permanent Workers

Orientation: To encourage workers to participate in workplace HIV testing, some SouthAfrican automotive companies use lotteries. However, there is a lack of empirical evidence on how lottery incentives may influence employees’ workplace HIV counselling and testing behaviour.Research purpose: Determine whether workers intend to test for HIV only to win a lottery prize.Motivation for the study: The positive and also negative influences of lotteries on workers’ HIV testing behaviour need to be understood to avoid undue coercion in workplace HIV testing participation.Research design, approach and method: Post-test only quasi-experimental studies were conducted the day HIV testing and lotteries were announced to staff in four companies using a cross-sectional, self-administered survey that measured workers’ workplace HIV testing behaviour intentions. Intention to participate in workplace HIV counselling and testing was used as the main outcome of respondents’ behaviour and investigated via the statement: ‘If the company would organise its on-site Wellness Day tomorrow, I would go testing for HIV tomorrow’. In a first setting, two companies’ workers had to test for HIV to be entered in the lottery (n = 198). In the second setting, two other companies’ workers did not have to test to be entered in the lottery (n = 316). Chi-square tests were conducted to measure significant differences between the two conditions distinguishing between permanent and non-permanent staff.Main findings: No significant association was found between behaviour intention in the two settings for permanent workers’ workplace HIV testing intention ( χ2 = 1.145, p = 0.285, phi = -0.097). However, a significant association with a small effect size was found for non-permanent workers ( χ2 = 8.04, p = 0.005, phi = -0.279).Practical/managerial implications: Results show that lotteries to encourage workplace HIV testing are very likely to help workers ‘do the right thing’ and unlikely to have a coercive effect if all staff attending HIV testing has participated in standardised HIV and AIDS workplace programme activities and is informed about the consequences of testing positive.Contribution: A better understanding of how lotteries influence workplace HIV testing among workers of different work status and informed related recommendations.

scholarly journals Corruption, Trade Costs, and Gains from Tariff Liberalization: Evidence from Southern Africa

2016 ◽  
Vol 106 (10) ◽  
pp. 3029-3063 ◽  
Author(s):  
Sandra Sequeira
Keyword(s):  
Southern Africa ◽  
Firm Behavior ◽  
Trade Flow ◽  
Primary Data ◽  
Public Officials ◽  
Trade Elasticities ◽  
Experimental Variation ◽  
Quasi Experimental ◽  
Tariff Liberalization ◽  
Import Behavior

This paper exploits quasi-experimental variation in tariffs in southern Africa to estimate trade elasticities. Traded quantities respond only weakly to a 30 percent reduction in the average nominal tariff rate. Trade flow data combined with primary data on firm behavior and bribe payments suggest that corruption is a potential explanation for the observed low elasticities. In contexts of pervasive corruption, even small bribes can significantly reduce tariffs, making tariff liberalization schemes less likely to affect the extensive and the intensive margins of firms' import behavior. The tariff liberalization scheme is, however, still associated with improved incentives to accurately report quantities of imported goods, and with a significant reduction in bribe transfers from importers to public officials. (JEL D22, D73, F13, H83, O17, O19, O24)

Using UTAUT 2 model to predict mobile app based shopping: evidences from India

2017 ◽  
Vol 9 (3) ◽  
pp. 248-264 ◽  
Author(s):  
Preeti Tak ◽  
Savita Panwar
Keyword(s):  
Behavioral Intention ◽  
Mobile Apps ◽  
Smart Phone ◽  
Mobile App ◽  
Content Type ◽  
Use Of Technology ◽  
Usage Behavior ◽  
Managerial Implications ◽  
Facilitating Conditions ◽  
The Impact

Purpose The purpose of this paper is to understand antecedents of app-based shopping in an Indian context. The paper has used unified theory of acceptance and use of technology (UTAUT) 2 model for examining the impact of various constructs on behavioral intention and usage behavior of smart phone users toward the mobile shopping apps. Design/methodology/approach The constructs were tested and validated by means of a structured questionnaire which was administered on a sample of 350 mobile app shoppers in Delhi. AMOS 20 was used to analyze the collected data. Findings The study revealed that hedonic and habit are the strongest predictors of users’ behavioral intention to use mobile apps for shopping. Respondents are also influenced by the deals that are being offered by the marketers. The research also suggests that facilitating conditions help in usage of mobile apps for shopping. Research limitations/implications Managerial implications simplifying the interface which would encourage the less technologically advanced individuals to use mobile apps. Hedonic element of shopping through mobile apps should also be enhanced. Originality/value This study contributes to the research on intentions and usage behavior of consumer technologies by adopting UTAUT 2 model to explain the intentions and usage behavior toward mobile apps for shopping. The paper also measured the role of deals in influencing the consumers.

Automated text analyses of YouTube comments as field experiments for assessing consumer sentiment towards products and brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Charles S. Areni
Keyword(s):  
Field Experiments ◽  
Consumer Preferences ◽  
Ecological Validity ◽  
Third Party ◽  
Consumer Sentiment ◽  
Laboratory Findings ◽  
Content Type ◽  
User Comments ◽  
Different Types ◽  
Quasi Experimental

Purpose The purpose of this study is to show how non-random groupings of YouTube videos can be combined with automated text analysis (ATA) of user comments to conduct quasi-experiments on consumer sentiment towards different types of brands in a naturalistic setting. Design/methodology/approach NCapture extracted thousands of comments on multiple videos representing different experimental treatments and Leximancer revealed differences in the lexical patterns of user comments for different types of brands. Findings User comments consistently revealed hypothesized relationships between brand types, based on existing theory regarding motivations for nostalgia and the relationship between consumer preferences, online product ratings and purchases. These results demonstrate the viability of conducting quasi-experimental research in naturalistic settings via non-random groupings of YT videos and ATA of user comments. Research limitations/implications This research adopts a single quasi-experimental design: the non-equivalent group, after-only design. However, the same basic approach can be used with other quasi-experimental designs to examine different kinds of research questions. Originality/value Overall, this research points to the potential for ATA of comments on different categories of YT videos as a relatively straightforward approach for conducting field experiments that establish the ecological validity of laboratory findings. The method is easy to use and does not require the participation and cooperation of private, third party social media research companies.

Ethics in social media marketing

2019 ◽  
Vol 71 (2) ◽  
pp. 195-216 ◽  
Author(s):  
Wen-Chin Tsao ◽  
Tz-Chi Mau
Keyword(s):  
Purchase Intention ◽  
Online Community ◽  
Positive Influence ◽  
Online Marketing ◽  
Analysis Of Covariance ◽  
Product Reviews ◽  
Content Type ◽  
Quasi Experimental ◽  
Managerial Implications ◽  
Using Data

Purpose Consumer-generated online product reviews (OPRs) have become a crucial source of information for consumers; however, OPRs are increasingly being incentivized. The purpose of this paper is to find a method of sponsorship and disclosure that could be considered ethically sound. Design/methodology/approach This study adopted a quasi-experimental approach to clarifying how the method of sponsorship impacts reader perceptions of OPRs in terms of helpfulness, credibility and purchase intention. Two experiments were performed on an online platform using data from 480 participants. Hypotheses were tested using analysis of covariance. Findings Meaning under the premise that sponsorship information is disclosed and not withheld from the readers, Study 1 revealed that experiential sponsorship is the best sponsorship. Study 2 revealed that featuring reviewers with greater influence in the online community increases the positive influence of disclosing experiential sponsorship on OPR persuasiveness. Originality/value The findings in this study provide rational incentives for firms to disclose sponsorship information, i.e. demonstrate high ethical standards in marketing. This was shown to create a win-win-win situation for consumers, firms and reviewers. Managerial implications for online marketing managers are also discussed.

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