CEO regulatory focus and myopic marketing management

This study details the mechanisms on how CEO regulatory focus affects the salience of the gains versus losses involved in myopic marketing decision-making, and how such CEO psychological attributes interact with internal equity-based compensation, external pressure from equity analysts, and environmental turbulence to affect firms’ myopic marketing management propensities. We find that when faced with short-term earnings pressure to meet earnings expectations and when time is no longer a resource, predominantly promotion-focused are more likely to engage in myopic marketing management to benefit from the temporary stock price increase, which comes from meeting or beating earnings expectations. Conversely, predominantly prevention-focused CEOs are less prone to such short-termist actions which results in long-term value loss. For the moderating variables, we find that: (1) equity-based compensation tends to attenuate myopic marketing tendencies of promotion-focused CEOs but have no impact on prevention-focused CEOs, (2) whether equity analysts improve monitoring or aggravate short-term earnings pressure depends on the CEO’s regulatory focus, and (3) environmental turbulence does not increase the myopic marketing management tendencies of predominantly promotion-focused CEOs but rather intensifies the relunctance of prevention-focused CEOs to take short-termist actions. We further find that myopic marketing management mediates the impact of CEO regulatory focus on future firm performance. These findings have important implications for firms and boards when selecting new CEOs and structuring the compensation of existing CEOs. Firms need to simultaneously consider the fit between the CEOs’ regulatory focus, firms’ needs, the business environment, as well as CEO compensation structure.     

Drivers of eWOM engagement on social media for luxury consumers: Analysis,implications, and future research directions

The rapid industrialization and growth across the world have fostered the consumption of luxury fashion brands. Electronic word-of- mouth on social media (eWOM) is fast becoming an effective and germane strategy to engage luxury consumers through posting pictures, sharing reviews, and communicating information on platforms like Facebook, Instagram, and TikTok. Extant research has not examined the antecedents and drivers that lead to eWOM behavior. We leverage self-congruity theory and through its focal lens, our study addresses this research gap through a survey conducted with 453 consumers in Mexico, Latin America's fastest growing market. Our results indicate that need for status, susceptibility to normative influence, and luxury brand involvement, moderated by authentic pride and social media influencers lead to eWOM behavior on social media. We also demonstrate that luxury brand involvement and susceptibility to normative influence mediate the relationship between need for status and eWOM behavior on social media. The study provides important implications to managers and researchers by suggesting long-term actionable strategies for growth that can help luxury firms develop a sustainable competitive advantage over rivals and competitors.     

Adverse effect of social media on generation Z user's behavior: Government information support as a moderating variable

Social media emerged as a primary source of information among young users, but its severe effect on mental state due to information overload, still an area of concern for the researchers. Generation Z users' addiction to the mobile phone/gadgets is increasing with a rise in social media and consequently their behavioral outcomes have transformed completely. Nowadays behavioral issues including stress, fatigue, ‘fear of missing out’ and ‘phubbing’, anxiety etc. rising each day but the relationship among these issues and information overload is less examined. The social media users are unable to filter the trustworthy information due to its enormous size and thus role of information support from government becomes essential. The current study extends the S-O-R theory exploring relationship between the stimulus of enormous information on the responses generated among the Generation Z such as social media fatigue, ‘fear of missing out’, ‘phubbing’ and anxiety. The findings from a sample of 319 users belonging to Generation Z suggest that social media platforms need to understand user's compulsive usage that is resulting into fatigue and consequently anxiety. The role of government information support on reducing fatigue and anxiety is found to be positive. The relationship between ‘fear of missing out’, ‘phubbing’ and anxiety is found significant and shows presence of partial mediation. The study offers significant theoretical and practical implications. It is significant for the service providers and social media platforms to advance interfaces with minimum fatigue for the users and offers information support to the users to reduce stress caused by information load.     

Digital marketing communication in global marketplaces: A review of extant research,future directions,and potential approaches

Digital marketing communication, that is, communication through digital or electronic media among businesses and consumers, is growing rapidly, especially during the COVID-19 era. We propose a framework for analyzing digital marketing communication along four major dyads, business-to-consumer (B2C), business-to-business (B2B), consumer-to-consumer (C2C), and consumer-to-business (C2B). We review and summarize, for researchers and practitioners, the literature during 2000–2021 in these dyads along four major components: goals; channels, media, and platforms; content; and responses. We find that extant research in digital marketing communication pertains mostly to a specific, national level rather than a global level, despite the porousness of national boundaries for digital marketing. We derive important insights, identify key research gaps and questions in each of the dyads along these dimensions. We suggest approaches to address these research questions under three major components: substantive issues, data, and methods. These approaches can offer the insights that managers need to better formulate digital marketing strategies in local and global contexts.     

Factors influencing buying behavior of Lebanese consumers towards fashion brands during economic crisis: A qualitative study

The purpose of this article is to contribute to an understanding of the impact of the Lebanese economic crisis on fashion buying behavior. It uses a qualitative approach by conducting semi-structured interviews with 29 Lebanese consumers. The study reveals that consumer fashion purchases are motivated by emotional, social, and functional drivers. It also indicates that subjective norms, such as societal and cultural values dictate buying behaviors. The findings provide further insights into social media and highlight its influence on shaping trends and making fashion products desirable. The article concludes that Lebanese consumers exhibit impulsive buying behavior, and explains how fashion brands can remain relevant amidst a wrenching economic crisis.     

Does Twitter chatter matter? Online reviews and box office revenues

ABSTRACT

With a rapid rise of text-based social media and online Word-of-Mouth (WOM) activity, millions of people express their thoughts and opinions on a variety of topics. Considering that nowadays WOM is a most influential source of information when guiding consumers’ choice and purchase decisions, in this paper we look at the relationship between Twitter messages (tweets) and cinema box office revenues. Using static and dynamic panel data regression approaches, we show that the frequency, sentiment and timing of tweets posted about a film are correlated to different extent with the movie’s box office revenues, with negative tweets being particularly damaging to the box office revenues. From a managerial perspective, this is important to know, such that film production companies and distributors can adjust their strategy accordingly.     

Flexibility in the gig economy: managing time on three online piecework platforms

Gig economy platforms seem to provide extreme temporal flexibility to workers, giving them full control over how to spend each hour and minute of the day. What constraints do workers face when attempting to exercise this flexibility? We use 30 worker interviews and other data to compare three online piecework platforms with different histories and worker demographics: Mechanical Turk, MobileWorks, and CloudFactory. We find that structural constraints (availability of work and degree of worker dependence on the work) as well as cultural‐cognitive constraints (procrastination and presenteeism) limit worker control over scheduling in practice. The severity of these constraints varies significantly between platforms, the formally freest platform presenting the greatest structural and cultural‐cognitive constraints. We also find that workers have developed informal practices, tools, and communities to address these constraints. We conclude that focusing on outcomes rather than on worker control is a more fruitful way to assess flexible working arrangements.     

信息传播培养理论视域下的农户亲环境行为研究——对甘肃省19个县（区）542农户的调研分析

大众传播媒介及农业信息服务网络通过环保信息传播可在潜移默化中培养农户的亲环境价值观，进而影响农户的亲环境行为。基于信息传播培养理论，整合计划行为理论和“信念—价值—规范”理论构建亲环境行为理论模型，并采用甘肃省19个县（区）542户样本农户的调研数据进行验证，结果显示：环保信息的有效传播可以潜移默化地强化农户的亲环境价值观，农户的亲环境价值观、行为态度、主观规范、知觉行为控制及责任归属均对其亲环境行为有显著的正向预测作用，农户经营规模和专业化水平对其亲环境行为也有显著正向影响。应提高农户生产经营的规模化和专业化程度，加强对农户亲环境价值观及主体责任认知、亲环境行为知识和技能等方面的教育和培训，并充分发挥农村干部、党员、能人等的带头示范作用，以有效促进农户亲环境行为。     

Employee brand engagement on social media: Managing optimism and commonality

This article considers how employees engage with B2B firms on social media, a topic that is largely overlooked in the extant brand engagement literature. Using the results from a large-scale study of employee brand engagement on social media, we identify two key drivers of employee brand engagement using the content analysis tool DICTION—namely, optimism and commonality. Employees of top-ranked and -rated firms express higher levels of optimism and commonality in their reviews of their employers on social media than do their counterparts in bottom-ranked and -rated firms. This permits the construction of a 2 × 2 matrix that allows managers to diagnose strategies for increasing or improving employee brand engagement. This creates four different kinds of employee brand engagement situations, and offers human resources and marketing managers different strategies in each case. We demonstrate how practitioners and scholars can shed new light on the way stakeholders engage with brands.