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Integrating the customer equity and brand equity approaches to the financial value of marketing Journal of Marketing Analytics Pub Date : 2024-03-16
Abstract There are two approaches to treating marketing expenditures, not as a cost to be expensed, but as an investment in a financial asset. The customer equity (CE) approach views customer relationships as generating future returns and uses customer lifetime value (CLV) models. The brand equity approach (BE) views brands as creating future returns and uses measures of the financial value of brand
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A new approach to understanding involvement: linking involvement to the memorability of experience Journal of Marketing Analytics Pub Date : 2024-03-11 Arman Akhoondnejad, Christopher Rosin, Charles Brennan
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Value perceptions of first-party content on multi-sided platforms: Findings from the Amazon Marketplace Journal of Marketing Analytics Pub Date : 2024-03-11 Jørgen Veisdal
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Expanding data literacy to include data preparation: building a sound marketing analytics foundation Journal of Marketing Analytics Pub Date : 2024-03-09 Sidney Anderson
The current digital landscape is evolving at an increasingly rapid pace where “data is the new oil” of the global economy. Like oil, extracting value from raw data is a complex process as it is not useful in its raw state. As data continue to be generated and relied upon, data literacy skills are becoming increasingly critical. Since data must be ‘prepared’ prior to its analysis, this paper highlights
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Geodemographic drivers of store-level demand and marketing mix sensitivities Journal of Marketing Analytics Pub Date : 2024-03-04
Abstract We study changes in marketing mix sensitivities in the United States following the Great Recession using weekly scanner data from 2010 representing 16,294 stores (9,900 food stores, 3,185 mass merchandisers, and 3,209 drug stores). We estimate baseline category sales and the dependence of category demand on marketing activities (price, display and feature). We then relate the store-level demand
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Data-driven budget allocation of retail media by ad product, funnel metric, and brand size Journal of Marketing Analytics Pub Date : 2024-03-01 Vivian Qin, Koen Pauwels, Bobby Zhou
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What postpones degree completion? Discovering key predictors of undergraduate degree completion through explainable artificial intelligence (XAI) Journal of Marketing Analytics Pub Date : 2024-02-28 Burak Cankaya, Robin Roberts, Stephanie Douglas, Rachel Vigness, Asil Oztekin
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Research trends in market intelligence: a review through a data-driven quantitative approach Journal of Marketing Analytics Pub Date : 2024-02-28 Mostofa Wahid Soykoth, Woojong Sim, Sydney Frederick
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The moderating role of perceived brand globalness on the effects of consumers’ attitude during periods of political controversies: three interconnected studies following marketing analytics’ best practices Journal of Marketing Analytics Pub Date : 2024-02-22
Abstract The purpose of this research is to test the moderating role of perceived brand globalness (PBG) on consumer unfavourable attitudes and buying intention towards brands associated with a conflicting political belief. Three studies were conducted. Study 1 (N = 228) examines the effect of a brand being associated with a conflicting political belief on attitude and buying intention. Study 2 (N = 212)
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Analysing user-generated content in sports events through the lens of the Spain brand Journal of Marketing Analytics Pub Date : 2024-02-15 Inés Kuster, Natalia Vila-Lopez, Elísabet Mora, María Isabel P. Riquelme Martínez
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When and how digital novel technologies matter to firm marketing performance Journal of Marketing Analytics Pub Date : 2024-02-12 Itzhak Gnizy
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Hey ChatGPT: an examination of ChatGPT prompts in marketing Journal of Marketing Analytics Pub Date : 2024-02-05 Wondwesen Tafesse, Bronwyn Wood
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The grounded theory approach to brand purpose equity drivers: the practitioner’s perspective Journal of Marketing Analytics Pub Date : 2024-01-27
Abstract The brand purpose is a relevant new concept considered and applied by companies. However, the existing research is primarily isolated case studies, highlighting evidence of its application as a generator of value and brand identity. No studies still identify the value of a brand purpose, and there is no theory or concept around this point. In this sense, this research aims to map the theory
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Artificial intelligence in business-to-business (B2B) sales process: a conceptual framework Journal of Marketing Analytics Pub Date : 2024-01-27 Michael Rodriguez, Robert Peterson
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Analytics for all marketing majors: sparking interest in the uninterested Journal of Marketing Analytics Pub Date : 2024-01-22 Rebecca Dingus, Hulda G. Black, Nicole A. Flink
Marketing analytics has an impact on the role of every marketer in some way. However, faculty members often face challenges when recruiting students for courses focused on analytics, and many marketing students tend to avoid quantitative courses due to fear and hesitation. The lack of marketing pedagogy with classroom activities designed to help educators showcase marketing analytics as engaging, interesting
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Interview completed: the application of survival analysis to detect factors influencing response rates in online surveys Journal of Marketing Analytics Pub Date : 2024-01-18 Ákos Münnich, Mátyás Kocsis, Mark C. Mainwaring, István Fónagy, Jenő Nagy
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Efficacy of the Net Promoter Score in predicting online MBA students' intentions to give back to their alma mater Journal of Marketing Analytics Pub Date : 2024-01-17 Ali Kara, John E. Spillan, Christine Bell
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Drivers and consequences of consumer alienation in the French retail banking sector Journal of Marketing Analytics Pub Date : 2024-01-13 Souheila Kaabachi, Selima Ben Mrad, Ahmed Anis Charfi, Monyédodo Régis Kpossa, Bay O’ Leary
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Time analysis of online consumer behavior by decision trees, GUHA association rules, and formal concept analysis Journal of Marketing Analytics Pub Date : 2024-01-09
Abstract Data analytics plays a significant role within the context of the digital business landscape, particularly concerning online sales, aiming to enhance understanding of customer behaviors in the online realm. We review the recent perspectives and empirical findings from several years of scholarly investigation. Furthermore, we propose combining computational methods to scrutinize online customer
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How luxury fashion brands leverage TikTok to captivate young consumers: an exploratory investigation using video analytics Journal of Marketing Analytics Pub Date : 2024-01-06
Abstract Fashion brands including luxury brands are embracing TikTok to access young consumers, but there is a notable absence of research on how luxury fashion brands can leverage TikTok. Video analytics is crucial for understanding marketing communications via TikTok, a video-based social media platform. This study aims to examine how luxury brands establish their presence and effectively attract
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An investigation of selected UTAUT constructs and consumption values of Gen Z and Gen X for mobile banking services and behavioral intentions to facilitate the adoption of mobile apps Journal of Marketing Analytics Pub Date : 2023-12-20 Konstantinos Dendrinos, George Spais
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Reviewing the SmartPLS 4 software: the latest features and enhancements Journal of Marketing Analytics Pub Date : 2023-12-08 Jun-Hwa Cheah (Jacky), Francesca Magno, Fabio Cassia
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Selection is superior to scale: determining brand loyalty highly correlated to market share Journal of Marketing Analytics Pub Date : 2023-12-02 Takumi Kato, Nobu Takenaka, Rie Ito, Kazuki Nishiguchi
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Predicting customer churn using machine learning: A case study in the software industry Journal of Marketing Analytics Pub Date : 2023-12-02 João Rolim Dias, Nuno Antonio
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The role of cognitive processes in healthy consumption food products: An eye-tracking technology study Journal of Marketing Analytics Pub Date : 2023-11-24 Diana Escandon-Barbosa, Jairo Salas-Paramo, María Patricia López-Ramírez, Alexandra Pava-Cárdenas
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A bibliometric analysis of virtual influencers in the Web of Science Journal of Marketing Analytics Pub Date : 2023-11-18 Natalia Vila-López, Ines Kuster-Boluda, Elisabet Mora-Pérez, Isabel Pascual-Riquelme
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Marketing analytics with RStudio: a software review Journal of Marketing Analytics Pub Date : 2023-11-03 David Dege, Philipp Brüggemann
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Mapping borrowers’ and lenders’ interactions according to their dark financial profiles Journal of Marketing Analytics Pub Date : 2023-11-01 Olivier Mesly, Hareesh Mavoori
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Understanding travel apps usage intention: findings from PLS and NCA Journal of Marketing Analytics Pub Date : 2023-10-17 Pinaz Tiwari, Rahul Pratap Singh Kaurav, Kian Yeik Koay
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Automated bidding vs manual bidding strategies in search engine marketing: a keyword efficiency perspective Journal of Marketing Analytics Pub Date : 2023-10-17 Pingjun Jiang
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Creating meaningful insights from customer reviews: a methodological comparison of topic modeling algorithms and their use in marketing research Journal of Marketing Analytics Pub Date : 2023-10-03 Gül Yazıcı, Tuğçe Ozansoy Çadırcı
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Mapping sharing economy themes: science mapping, topic modeling, and research agenda Journal of Marketing Analytics Pub Date : 2023-09-28 Ahmed Gamal ElKattan, Diana Gavilan, Mohamed Hamed Elsharnouby, Amira Fouad Ahmed Mahran
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AI technologies in the analysis of visual advertising messages: survey and application Journal of Marketing Analytics Pub Date : 2023-09-25 Larisa Sharakhina, Irina Ilyina, Dmitrii Kaplun, Tatiana Teor, Valeria Kulibanova
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A gateway toward truly responsive customers: using the uplift modeling to increase the performance of a B2B marketing campaign Journal of Marketing Analytics Pub Date : 2023-09-21 Meltem Sanisoglu, Sebnem Burnaz, Tolga Kaya
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Measuring the effects of customized targeted promotions on retailer profits: prescriptive analytics using basket-level econometric analysis Journal of Marketing Analytics Pub Date : 2023-09-20 Alexander Chaudhry, Carrie Heilman, P. B. Seetharaman
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I will buy virtual goods if I like them: a hybrid PLS-SEM-artificial neural network (ANN) analytical approach Journal of Marketing Analytics Pub Date : 2023-09-11 Nadjim Mkedder, Fatma Zeynep Özata
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Using quality control checks to overcome pitfalls in the collection of primary data via online platforms Journal of Marketing Analytics Pub Date : 2023-09-04 Sam Fullerton, Tammy McCullough
A sample of 1452 adult respondents in the United States was drawn using a highly respected commercial Internet-based service provider. The 85-question survey addressed issues related to anti-consumption behavior among consumers. The instrument incorporated four quality control checks designed to identify inattentive respondents and cleanse the resultant data set. These quality control (QC) checks were
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The intangible values of live streaming and their effect on audience engagement Journal of Marketing Analytics Pub Date : 2023-09-04 Kah Yi Leong, Jessica Sze Yin Ho, Shehnaz Tehseen, Eiad Yafi, Tat-Huei Cham
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Perception of brand globalness and localness: the role of brand competence in stereotype-building and value consciousness Journal of Marketing Analytics Pub Date : 2023-09-04 Bruno F. Abrantes, Rana Basit Ali
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Drivers of sustained brand engagement: cases of long-term customers of hedonic and utilitarian brands in Japan Journal of Marketing Analytics Pub Date : 2023-08-27 Chikako Ishizuka, Kei Aoki
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Cryptocurrency price and volatility predictions with machine learning Journal of Marketing Analytics Pub Date : 2023-08-27 Samir Poudel, Rajendra Paudyal, Burak Cankaya, Naomi Sterlingsdottir, Marissa Murphy, Shital Pandey, Jorge Vargas, Khem Poudel
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Analytical model to measure the effectiveness of content marketing on Twitter: the case of governorates in Colombia Journal of Marketing Analytics Pub Date : 2023-08-23 Anabel Guzmán Ordóñez, Francisco Javier Arroyo Cañada, Emmanuel Lasso, Javier A. Sánchez-Torres, Manuela Escobar-Sierra
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The central role of consumer–brand engagement in product and service brand contexts Journal of Marketing Analytics Pub Date : 2023-08-19 T. Ndhlovu, T. Maree
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Performing web analytics with Google Analytics 4: a platform review Journal of Marketing Analytics Pub Date : 2023-08-16 Mike McGuirk
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Hybrid intelligence: human–AI collaboration in marketing analytics Journal of Marketing Analytics Pub Date : 2023-08-11 Maria Petrescu, Anjala S. Krishen
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Sponsored brands video rings up clicks and sales in the short and long run Journal of Marketing Analytics Pub Date : 2023-08-03 Koen Pauwels, Michael Peran, Zee Shah, German Schnaidt, Dauwe Vercamer
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Modeling independent sales representative performance: application of predictive analytics in direct selling for improved outcomes Journal of Marketing Analytics Pub Date : 2023-07-13 Caroline Glackin, Murat Adivar
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How can algorithms help in segmenting users and customers? A systematic review and research agenda for algorithmic customer segmentation Journal of Marketing Analytics Pub Date : 2023-07-06 Joni Salminen, Mekhail Mustak, Muhammad Sufyan, Bernard J. Jansen
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A novel approach to predicting customer lifetime value in B2B SaaS companies Journal of Marketing Analytics Pub Date : 2023-07-04 Stephan Curiskis, Xiaojing Dong, Fan Jiang, Mark Scarr
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Randomized, Multicenter, Parallel-Arm (RMPA) research trial design: a potential solution to survey length, response rate and data quality in social science research Journal of Marketing Analytics Pub Date : 2023-06-14 John F. Riggs, Dena Hale, Scott Widmier, Sonya Tidwell-Riggs
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Quantifying uncertainty in PLS-SEM-based mediation analyses Journal of Marketing Analytics Pub Date : 2023-06-05 Marko Sarstedt, Ovidiu-Ioan Moisescu
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Using Google Trends to predict and forecast avocado sales Journal of Marketing Analytics Pub Date : 2023-05-29 Di Wu, Zhenning Xu, Seung Bach
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Optimizing mobile in-app advertising effectiveness using app publishers-controlled factors Journal of Marketing Analytics Pub Date : 2023-05-22 Vinh Truong
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Building and evaluating a customer value blog Journal of Marketing Analytics Pub Date : 2023-05-20 Art Weinstein
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Building theoretical sand castles: the case of customer brand engagement Journal of Marketing Analytics Pub Date : 2023-05-15 David Gligor, Siddik Bozkurt, Emma Welch
The goal of building a theory of customer brand engagement can be recognized in the sustained research efforts in this area. Three studies were conducted to highlight the significant negative implications of scale proliferation for theory building in the area of customer brand engagement. Each study employed multiple linear regression to investigate multiple distinct customer brand engagement scales
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An interaction–immersion model in live streaming commerce: the moderating role of streamer attractiveness Journal of Marketing Analytics Pub Date : 2023-05-03 Lifu Li, Yafei Feng, Anqi Zhao
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A decade of marketing analytics and more to come: JMA insights Journal of Marketing Analytics Pub Date : 2023-05-03 Maria Petrescu, Anjala S. Krishen
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The role of absorptive capacity in the use of digital marketing analytics for effective marketing decisions Journal of Marketing Analytics Pub Date : 2023-04-27 Marina Proença, Tomas Sparano Martins