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On crowdfunding platforms, the success of campaigns relies on the ability of projects to attract backers. While backers' motivations have been examined, the dynamics existing among the distinct profiles of backers remain underexplored. Combining quantitative and qualitative methods, this research offers a typology of backers' profiles and shows how these profiles contribute to the success of a crowdfunding campaign. Informed by the sociological theory of cooperation, these results explain how backers with different profiles influence each other's decisions to support crowdfunding campaigns. We provide guidelines to project leaders and platforms to attract backers with the best profiles at the best moment to optimise the campaign's success strategy. We also help crowdfunding platform managers build their crowd of backers and optimise their number of funded projects. [ABSTRACT FROM AUTHOR]

Personalisation enables companies to learn from their customers' online data and to adapt their content accordingly. However, although customers may value personalisation, they may also have negative perceptions of it. The literature identifies these contradictory but interrelated perceptions as a paradox. This qualitative research investigates the process underlying the triggering and management of the paradoxical tensions of personalisation. In light of paradox theory, our contributions are threefold. First, we identify the different paradoxes that personalisation triggers and their triggering mechanism. Second, we emphasise how customers manage these tensions by adopting resolution and acceptance strategies. Third, we identify the levers that companies can use to mitigate these paradoxical tensions. [ABSTRACT FROM AUTHOR]

Though digital platforms (e.g., social media) are often used to promote unhealthy, calorie‐dense foods, the dynamics characterizing consumers' engagement with healthy nutrition‐based content (e.g., as stimulated trough gamification) on these platforms remains tenuous, warranting further exploration. Addressing this gap, we deploy a qualitative field study and two experiments to show that challenge, a gamification mechanic that relies on rewarding incremental behavioral (e.g., food choice) improvements, shapes consumers' enjoyment of, and engagement with, digital healthy food‐based content. Study 1 (n = 95) shows that challenge induces consumer enjoyment, boosting their engagement with healthy food‐related digital content. Study 2 (n = 94) corroborates these findings by revealing a serial mediation effect of gamification‐based challenge on consumers' enjoyment of, and engagement with, healthy food‐based content. Extending Study 1, we also identify engagement's positive effect on consumers' app reuse intent. Moreover, we identify a moderating role of consumers' stage of change‐based action (i.e., readiness to act on their health), which strengthens the association of gamification‐based challenge/enjoyment. Overall, the findings substantiate gamification's role in boosting consumers' engagement with digital healthy food‐based content. We conclude by deriving pertinent implications from our analyses. [ABSTRACT FROM AUTHOR]

While online communities may enhance firm performance, they commonly fail to retain members. To address this challenge, scholars and managers call for the use of gamification. However, despite gamification's growing use in online communities, insight into its effect on member experience and behaviours remain limited. We hypothesise that gamification affects member-perceived distributive and procedural justice. In experimental studies, we assess the impact of in-gamification perceived justice on member contributions. We find that while high in-gamification perceived procedural justice acts as a necessary prerequisite for member contributions, high distributive justice can reduce game-related uncertainty, thereby rendering gamified practices less fun, particularly for low-engaged community members that tend to value rewards. We add to the literature by (a) pinpointing the core role of perceived justice in the persistence of online communities, and (b) unveiling that high distributive justice can lead gamification to backfire in online communities by affecting member experience and contributions. [ABSTRACT FROM AUTHOR]

Par simplification et en lien avec ce numéro spécial, quatre parties prenantes majeures se dessinent: - Les entreprises ou organisations à but lucratif ou non-lucratif (B) - Leurs employés (E) - Leurs clients ou consommateurs (C) - La Société en général (S) Les technologies se déploient ainsi d'une partie prenante à une autre, formant alors plusieurs paires d'entités directement affectées par les conséquences d'une telle diffusion. Grâce à une revue systématique de 125 articles, les auteurs proposent une approche renouvelée et intégrative des technologies interactives en magasin, structurée dans une perspective Person-Object-Situation ([42]), fondée sur la réactivité des technologies et la participation des consommateurs, et adaptée à la distribution physique. Plaidoyer pour développer la recherche sur les technologies, les expériences et les services Pour conclure cet éditorial, nous pensons que les technologies et leur impact en termes d'expériences et de services constituent un terrain de recherche extrêmement prometteur pour les chercheurs en marketing. [Extracted from the article]

Since the seminal work of [26], building experience has been a major issue in marketing. In the context of this special issue, the four key stakeholders are as follows: The companies or organizations, for profit or non-profit (B); Their employees (E); Their customers or consumers (C); Society in general (S). The attribution theory ([50]) suggests that consumers motivated by experiential and social benefits would value both, the participation experience and the brand, even if they would lose the campaign (and the reward), which is not the case for consumers motivated by more utilitarian motivations. The second pathway (2) is about the impact of technology on interactions between an organization and its customers, between customers, or between customers and the Society (B2C2C2S model). [Extracted from the article]

To link to full-text access for this article, visit this link: http://dx.doi.org/10.1016/j.jbusres.2006.01.012 Byline: Ingrid Poncin (a), Rik Pieters (b), Michele Ambaye (c) Keywords: Cross-advertisement effects; Perceived similarity; Affective reaction; Sequence effects; Processing mode Abstract: Due to the increasing brand and product parity and the soaring volume of advertising, not only may products be increasingly similar, but commercials for products may become similar as well. Moreover, commercials frequently appear closely together in pods within and between programs, increasing the likelihood that they influence each other. The question thus becomes if and how the various commercials in pods and their affectivity 'cross' influence each other, and what the influence of the similarity between commercials is on advertising processing and effectiveness. Extending assimilation-contrast theory, we find substantial context effects of the ad sequence in the affective reactions elicited by commercials presented in the same pod. The importance of the similarity between commercials as perceived by consumers, and of the interaction between this similarity and the consumers' processing modes during ad exposure are demonstrated. The findings contribute to a better understanding of context effects due to the sequence in which ads appear, and of the role of ad similarity. Author Affiliation: (a) Lille Graduate School of Management, Departement Marketing-Vente, Avenue W. Brandt, 59777 EURALILLE, France (b) Universiteit van Tilburg, The Netherlands (c) Brunel University, United Kingdom Article History: Received 1 April 2005; Revised 1 November 2005; Accepted 1 January 2006

Do usual commercials elicit the full spectrum of emotions? For this perspective paper, we posit that they do not. Concepts and measures related to the adaptive functions and well-being areas of emotion research cannot simply be transferred for use in advertising research. When a commercial elicits emotions, the emotions staged in the commercial must not be directly associated with the emotions felt by consumers when exposed to those commercials. This is why "aesthetic" emotions seem more appropriate than "utilitarian" emotions in advertising research, with the former generally felt more significantly than they are acted upon. Aesthetic emotions elicit limited physiological change, and they rely on the intrinsic pleasantness appraisal of commercials. Accordingly, pleasure and displeasure—as observed through expressive and subjective components of aesthetic emotion—often form the first and only step of commercial appraisal, and they are directed toward attitude formation rather than overt behaviors. Our preliminary psychophysiological study shows this by investigating the contributions of psychophysiological and self-reported measures of aesthetic emotions induced by commercials to explain attitudes toward advertisements. The results show that only two components of aesthetic emotion positively influenced attitudes toward the advertisements: expressive (measured by facial electromyography) and subjective (measured by the self-assessment manikin scale). Also, the subjective component of aesthetic emotion partially mediates the effects of the expressive components on attitudes toward the ads. Our exploratory study illustrates the relevance of focusing on aesthetic emotions in advertising research. It also shed new light on the contributions of the physiological, expressive, and subjective feelings components of aesthetic emotions in advertising effectiveness. [ABSTRACT FROM AUTHOR]

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Academics and practitioners acknowledge the relevance of integrating customers in the development of new products and recommend the use of new technologies to this end. Although they play an important role, the development of online platforms is not sufficient for effective engagement of customers, and yet it is considered a key predictor of successful co-creation initiatives. Despite the large body of research regarding value co-creation, little is known about how to design interactive platforms to engage consumers. To address this gap, this research investigates the impact of two gamification mechanics: cooperation and competition. Based on an in-depth case study including longitudinal data and rich qualitative material, we highlight the existence of four users’ profiles and then assess their emotional, cognitive, and behavioral engagement with the gamified co-creation platform over time. We also emphasize the issues that may be induced through gamification. [ABSTRACT FROM PUBLISHER]

Since Prahalad and Ramaswamy published their seminal text, vast literature on value cocreation has emerged. Yet value cocreation still suffers from the lack of a clear consensus about its conceptualization. Using a systematic method, this integrative review provides an overview of 10 years of research dealing with this still emerging concept, to clarify insights into its definition, foundations, drivers, related processes, expected consequences, and measurement. The resulting integrative framework summarizes existing knowledge and provides a foundation for further empirical investigations, as well as offering propositions to continue stimulating this dynamic research field. [ABSTRACT FROM AUTHOR]

The marketing literature on the graphical representation of the online consumer and its effects on consumption and exchanges is still in its infancy. This article contributes by carrying out a multidisciplinary synthesis on this theme. The proposed integrative model focuses on the identification with the avatar, its antecedents and consequences in a commercial context. Based on this framework, the article concludes with specific propositions for future research in this domain. [ABSTRACT FROM AUTHOR]

This research examines the influence of identification with an avatar on immersion in a 3D commercial website and its subsequent effect on satisfaction with the website. It also focuses on the potential moderating role of gender in these relationships. Two studies were conducted. The first study comprised 286 students and collected both quantitative and qualitative data on the visit to the website; the second, longitudinal study consisted of 32 participants who visited the website additional times during a two-month period. The results show that during the first visit, (1) gender influenced the creation of the avatar, (2) identification with the avatar strongly influenced immersion and satisfaction, and (3) gender moderated the identification-immersion relationship. The longitudinal results reveal the dynamics of avatar personalization over time and show that gender influence is not significant over time anymore. Implications of these results for managers and academics conclude the study. [ABSTRACT FROM AUTHOR]