Creating effective online customer experiences through well-designed product web pages is critical to success in retailing. How such should look specifically, however, remains unclear. Previous work has only addressed a few design elements isolation, without accounting for the potential need adjust reflect characteristics of products or brands being sold. Across 16 experiments, this research investigates how 13 unique shape four dimensions experience (informativeness, entertainment, social...

Firms track consumers’ shopping behaviors in their online stores to provide individually personalized banners through a method called retargeting. We use data from two large-scale field experiments and lab show that, although personalization can substantially enhance banner effectiveness, its impact hinges on interplay with timing placement factors. First, increases click-through especially at an early information state of the purchase decision process. Here, high degree content (DCP) are...

Influencers’ follower count, or indegree, is a key criterion that advertisers use when devising influencer marketing campaigns. However, whether influencers with lower higher count are more effective in generating engagement remains an open question. This multimethod research effort—involving observational field data analysis, based on 802 Instagram campaigns featuring than 1,700 influencers, together eye-tracking study and laboratory experiments—establishes conclusive evidence of inverted...

Abstract Brand leaders possess tremendous agency, with the ability to shape a sweeping variety of outcomes. Does this fact confer psychological value consumers? We posit that external conditions undermine feelings personal control cause consumers affiliate more brand leaders. This occurs because affiliating such high-agency brands gives sense agency and thereby restores control. An initial study using archival data from nearly 18,000 reporting on over 1,200 documents real-world effects are...

Despite their transformative importance, the perspective and role of social media platforms in creator economy remains understudied. In this research, we examine using a review approach that leverages insights from both rich account literature on in-depth interviews with several stakeholders economy. We develop framework key actors interactions central position as underlying ecosystem supports these elements. doing so, our frameworks illuminates focal roles play economy: connecting actors,...

While many artificial intelligence (AI) strategies are successful, countless others fail. Why do some succeed while fail? We adopt a network effects (NEs) perspective to conceptualize AI strategies, highlighting the context’s specifics. argue that nascent strategies’ success depends on data NEs: companies establishing functional “running system” capitalize these effects. However, this presents challenge known as cold-start problem (CSP), which involves initiating and accelerating virtuous...

Abstract This research explores how television viewers’ online program engagement (OPE)—engagement in social media conversations about programs—relates to audience size during ads those programs. We leverage a multisource dataset of 8417 ad instances, volume and deviation measures OPE activity (program-related Twitter mentions), ads. show that increases positive deviations from the episode’s average level before an relate higher size. To explain, we argue reflects involvement which...

Abstract Steady software supply is a crucial driver of platform sales. While publishers benefit from releasing across multiple platforms to tap greater market, manufacturers often seek exclusive release differentiate competitors. Research has examined such multihoming competing the same technology generation (i.e., proximal market); however, increasingly multihome in distal markets. In video game console industry, these include previous-generation consoles, handhelds, or mobile devices. This...

Digitization makes it easier for firms to build their innovation and marketing efforts around consumers' personal data. In this research, we employ a privacy perspective based on contextual integrity examine how such practices can trigger concerns. We propose that small entrepreneurial are often at particular disadvantage compared large incumbent firms. At the same time, also highlight there several strategies use mitigate concerns in some circumstances, may exert positive effects...

Increasing privacy concerns regarding online behavioral advertising have sparked a renewed interest in contextual advertising. However, while giving up on may cede economic gains, adopting novel methods of not cure consumer privacy. In fact, as such often extend far beyond the traditional matching ads to keywords web page, they allow become increasingly targeted information which also violate and trigger concerns. Firms regulators should thus be careful inflict costs failing protect