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Research Talks

Konzept des Research Talk

Die “markstones Research Talks” dienen als Plattform zur Vernetzung mit der nationalen und internationalen Forschungsgemeinschaft im Bereich Marketing. Führende WissenschaftlerInnen werden eingeladen, Forschungsprojekte zu präsentieren und aktuelle Trends und Entwicklungen in den Bereichen Marketing, Branding & Technologie zu diskutieren.

  • Tammo Bijmolt

    Prof. Dr. Tammo H. A. Bijmolt, University of Groningen

    “How to Do Well by Doing Good: A Meta-Analysis of the Effectiveness of Cause-Related Marketing”

  • Prof. Dominik Papies

    Prof.Dr. Dominik Papies, Universität Tübingen

    “Economic Consequences of Safe Harbor Provisions for Content Industries”

     

  • Prof. Bernd Skiera, Goethe-Universität Frankfurt

    "Economic Consequences of Restricting Tracking on the Internet via Cookies to Ensure Consumer Privacy"

  • Professor Daniel M. Ringel

    Prof. Daniel M. Ringel, University of North Carolina

    “Mining the Evolution of Consumers’ Brand Perspectives: A Multi-Sense Temporal Neural Word Embedding”

  • Das Marketing-Institut der Universität St. Gallen zu Besuch beim markstones Institute in Bremen

    Prof. Marcus Schögel, Universität St. Gallen

    "Fundamente der Digitalisierung"

  • Prof. Denise Buhrau, Stony Brook University

    "Approach and Avoidance Strategies in Health Goal Pursuits: The Moderating Role of Weight Status”.

  • Prof. Koen Pauwels

    Prof. Koen Pauwels, Northeastern University

    "It Pays to Pay Smart: Impact of Branded Mobile Payments on Purchase Behavior”.

  • Prof. Hernan Bruno

    Prof. Hernàn A. Bruno, Universität zu Köln

    „Sticky Prices and Delayed Pass Through"

     

Überblick der bisherigen Research Talks

Wintersemester 2019/20

Abstract:

“How to Do Well by Doing Good: A Meta-Analysis of the Effectiveness of Cause-Related Marketing”

Cause-related marketing (CM) ties a brand’s philanthropic engagement to a sales promotion. Due to its dual nature, CM has been shown to evoke both positive (warm glow) and negative (consumer skepticism) consumer responses. Yet, current research has produced inconclusive evidence, and it is unclear to what extent and under what conditions (moderators) CM influences attitudinal and behavioral outcomes. This meta-analysis therefore synthesizes the empirical evidence about both the CM main effect and relevant CM moderators across 160 papers, reporting 229 studies. The authors find a moderate and positive main effect of CM. This effect is highly contingent on factors related to four dimensions: the for-profit partner, the non-profit partner, the donation, and the campaign communication. In particular, the meta-analysis reconciles previously inconclusive evidence on the most studied CM moderators (fit between the for-profit and the donation target, hedonic product type, donation level) and further reveals several significant novel CM moderators. Overall, the generalizations inform researchers and managers about expected effect sizes when executing CM, compare its effectiveness to other CSR activities and price promotions, and provide a systematic agenda for further research.

About the person:


Tammo H.A. Bijmolt is Professor in Marketing Research at the University of Groningen and director of the Groningen Digital Business Centre. His research interests include loyalty programs, retailing, e-commerce, advertising, and meta-analysis. On these topics, Tammo Bijmolt has been involved in numerous research projects in collaboration with companies and international co-authors. His publications have appeared in leading international journals, such as Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of Consumer Research, and International Journal of Research in Marketing. He is vice-president conferences of the European Marketing Academy.

 

Abstract:

User-generated content (UGC) platforms provide consumers with access to content that is uploaded by users who do not hold the copyright to this content, and these platforms are not liable for restricting users from uploading the content due to “safe harbor” provisions. On many UGC video streaming platforms (e.g., YouTube) music is among the most popular content, raising the question of whether UGC platforms are beneficial for rights holders in the music industry (e.g., music labels and artists). On the one hand, UGC platforms pay fees to rights holders and may divert consumers from illegal piracy sites. On the other hand, these fees are only a fraction of what subscription-based audio streaming services (e.g., Spotify) pay, and UGC platforms may hinder the adoption of these services and displace paid downloads. Despite the ongoing controversial public debate, the relevance and magnitude of these effects have not been studied. To analyze how UGC video music streaming impacts (1) music consumption in other channels and (2) the total recorded music revenue, we compile a dataset covering music consumption via all major channels for 790 songs over a period of more than two years. We investigate these relationships using a simultaneous equation system and find that although UGC video streaming services generate income and reduce piracy, their effect on total revenues is negative because of the cannibalization of paid downloads and audio streaming channels.

About the person:

Dominik Papies is a Professor of Marketing at the School of Business and Economics at the University of Tübingen. His substantive research interests focus on how digitization and new technology affect markets and business models. In the methodological domain, Dominik Papies studies the boundaries of established and the potential of new methods of addressing endogeneity in market response models. His research has been published in the top-tier journals of the field (e.g., Journal of Marketing, Marketing Science. His work has been funded, among other, by the German Research Foundation (DFG).

 

 

Abstract:

Cookies enable companies to collect and exchange extensive information about users. This information is often used to improve the performance of online advertising. Yet, the collection of information leads to a loss of privacy. Accordingly, EU policy makers have put forward initiatives to restrict cookie usage. So far, there exists very little empirical knowledge on the trade-off between user privacy and the economic value that website publishers, advertisers, and even users derive from cookies. As a result, policy makers have no way of telling whether their restrictions on cookies have the intended positive consequences for user privacy, or whether any benefits are outweighed by negative effects on the profits of companies. To begin to fill this gap on the cost side of this discourse, we estimate the potential upper-bound of an economic loss for digital publishers of lifespan restrictions on cookies. Our analysis is based on an empirical study on cookies of 54,127 users who received about 130 million ad impressions over almost 2.5 years. Restricting their lifetime to one year as the European Union proposes decreases their cookie lifetime value by 14.1%. In light of the €10.6 Bn. cookie-based display ad revenue in Europe, such restrictions would endanger each year €180 Mio.

Zur Person:

Professor Dr. Bernd Skiera hat seit 1999 den damals ersten Lehrstuhl für Electronic Commerce in Deutschland an der Goethe-Universität Frankfurt am Main inne. 2018 hat er den Long-Term Impact Award des Journal of Marketing erhalten. Seine Forschungsschwerpunkte sind Electronic Commerce, Online-Marketing, Marketing Analytics, Privatsphäre von Konsumenten im Internet sowie Kundenwertmanagement. Aufgrund seiner beruflichen Erfahrungen, u.a. als Software-Entwickler bei SAP und als Gesellschafter von Marini Systems (www.marini.de), interessieren ihn ganz besonders Fragestellungen an der Schnittstelle zwischen Wirtschaftsinformatik und Marketing.

Sommersemester 2019

Abstract:

In an era of rapidly changing and evolving markets, firms’ marketing agility has become a key driver of competitive advantage. Marketing agility, however, requires very timely and ongoing insights into markets. Over the past decade, marketers have thus turned to a rich, abundant and very timely data source, namely user-generated-content (UGC). Extracting insights from UGC, however, is challenging since such data are usually very big and unstructured. To overcome this challenge, researchers recently started to employ methods from the field of natural language processing (NLP) such as the popular word2vec model. However, it suffers from two major shortcomings: 1) it is unable to distinguish between multiple meanings of a word, and 2) it does not capture changes over time. We overcome the shortcomings of word2vec with a new model named Dory that is inspired by human memory-systems. As we show by simulation and in an empirical application, Dory’s additional qualities of human memory-systems enable it to detect patterns in consumers’ brand perspectives that remain undetected by extant models.

About the person:

Professor Ringel is a managerial data scientist interested in creating insights into today’s large markets. His research interests include competitive analysis, data visualization, neural learning, unsupervised learning and the analysis of unstructured data. He currently studies the evolution of markets, the attention economy, and temporal information in natural language processing. His goal is to provide firms with tools and models that inform their strategic decision making. Professor Ringel worked for more than 10 years in management consulting.

Abstract:

Digitalisierung ist das Schlagwort der Stunde. Vielfach wird damit ein revolutionärer Wandel in Verbindung gebracht, der traditionelle Branchenstrukturen innerhalb kurzer Zeit auf den Kopf stellt und bestehende Unternehmen durch neue Geschäftsmodelle verdrängt. Dabei wird «neu» und «innovativ» auch gleichzeitig als «gut» verstanden. Vielfach werden dabei aber grundlegende Fundamente der Digitalisierung vernachlässigt und falsch interpretiert. Auf Basis der Ergebnisse verschiedener Forschungsprojekte und Unternehmenskooperationen zeigt der Vortrag die grundlegenden Treiber der Digitalisierung auf, ver-sucht Missverständnisse auszuräumen und die Entwicklungschancen aus einer marktori-entierten Perspektive aufzuzeigen.

Zur Person:

Prof. Dr. Marcus Schögel ist Direktor des Instituts für Marketing an der Universität St. Gallen und Leiter des neukonzipierten Masters in Marketing Management. In der Forschung beschäftigt er sich mit den Herausforderungen, die sich aus einer «interaktionsorientierten Marketingperspektive» ergeben. Er arbeitet dabei an der Bewältigung der Herausforderungen von kundenzentrierten Unternehmensstrategien, marktorientierten Veränderungsprozessen in Unternehmen und der Realisierung von erfolgreichen Go to marketStrategien.

Abstract:

Healthy eating strategies can be based on approach (foods one should eat) or avoidance (foods one should not eat). Previous research has reported mixed findings for the effectiveness of these strategies. The current research examines whether weight status moderates the effectiveness of approach and avoidance strategies in goal pursuit. Using an ideal weight goal context, this research shows that approach strategies motivate goal-consistent behaviors among people with poor weight status by increasing the perceived attainability of the goal. Avoidance strategies are more motivating among people with good weight status because they decrease the perceived progress toward the goal, which increases the perceived need for additional effort in the form of goal-consistent behaviors to ensure timely attainment.

Abouth the person:

Denise Buhrau is an Assistant Professor of Marketing at Stony Brook University, NY. She received her PhD from Tulane University. Professor Buhrau conducts research on consumer behavior, with a particular focus on judgement and decision-making in health-related contexts. Her research attempts to identify communication strategies that can be used to help vulnerable consumer segments to engage in better health decision making by exploring messages and strategies that utilize innate motivators. Her work has been published in leading marketing journals such as the Journal of Consumer Psychology, and leading journals in other disciplines such as Appetite in the field of nutrition and dietetics and the Journal of Studies on Alcohol and Drugs in the field of substance abuse.

Abstract:

As of 2017, a third of internet users worldwide has “used a mobile payment service in the last month”, with forecasts projecting over 1.1 billion proximity mobile payment users worldwide by 2021 (Statista, 2019). Mobile payment methods and apps are key technologies of interest to managers, who are unsure about the business impact. This is one of the first studies to differentiate between different forms of cashless mobile payments: SMS mobile payment only, SMS mobile payers who downloaded the app but never switched to app mobile wallet, and mobile wallet users. For a large, international beverage brand sold in vending machines, difference-in-difference-in-differences (DDD) methodology we find that different forms of mobile payments have different potential to impact purchase behavior.

About the person:

Professor Pauwels’ research is at the interface of marketing productivity, metrics and social media. Through time series econometrics, he quantifies how marketing actions affect offline and online consumer behavior, and how these in turn lift company performance. Prof. Pauwels is a worldwide expert in modeling such long-term effects of advertising, pricing and channel changes, and product innovation. His work has appeared in journals such as Journal of Advertising Research, Journal of Interactive Marketing, Journal of Marketing, Journal of Marketing Research, Marketing Science and Management Science. He teaches Marketing Performance at the masters and undergraduate levels.

Abstract:

The paper challenges two conventional notions: that changes in costs are not completely pass-through to the customer, and that this pass-through is asymmetric (cost increases are more likely to be passed through than cost decreases). We show that what looks like incomplete pass-through can also be seen as the salespeople passing-through the cost over time, i.e., in later transactions. We also show that the asymmetry that has been reported in the literature depends on the price level at which a salesperson is operating and it can go in either direction.

About the person:

Hernán A. Bruno is a Professor of Marketing and Digital Environment at the University of Cologne since September 2015. Before joining the University of Cologne, Professor Bruno was a faculty member at INSEAD in Fontainebleau, France (2008–2015) and at Erasmus University in Rotterdam, Netherlands (2007–2008). He holds a Master in Research and a Marketing Ph.D. from London Business School. Prior to his career in business academia, he was a researcher in Analytical Chemistry at the University of Buenos Aires and a consultant at McKinsey & Company. Professor Bruno models marketing phenomena using tools from statistics and economics. His models attempt to discover hidden patterns in marketing data. These models can be applied as a support in marketing decision making or used to generate insights into basic marketing phenomena. His work has been published in leading marketing journals, such as Marketing Science and Journal of Marketing Research.

Aktualisiert von: Redaktion