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The authors examine how positive incidental emotion influences online search and ad click-through rates. They predict and find that although positive incidental emotion is irrelevant to the search task, it has the effect of priming emotionally congruent thoughts, which increases the likelihood that consumers will use positive emotion words as keywords in their search queries. This use of positive emotion keywords, in turn, increases the likelihood of clicking on paid search ads. Results from six studies support this prediction and the role of lower persuasion knowledge as a mechanism. Specifically, the use of positive emotion keywords in search queries reduces the likelihood that consumers will use persuasion knowledge toward sponsored content in the form of paid search ads—making them more likely to click on the ads. This examination of the role of positive incidental emotion and the use and consequence of positive emotion keywords in search queries has important implications for advertisers' search engine keyword targeting strategies. [ABSTRACT FROM AUTHOR]

This study is a meta-analysis of how pull marketing actions influence the effectiveness of marketing actions employed by multichannel firms. Pull marketing actions are highly adaptable marketing actions designed to make multichannel distribution channel portfolios attractive. Integrating prior multichannel distribution literature, the authors investigate whether marketing actions' effectiveness depends on pull marketing actions and their configuration with the distribution channel structure and attributes of customer, competition, and product category. The analysis that considers firm, data, and model attributes of the sampled studies reveals that marketing actions' effectiveness is higher when multichannel firms use digital advertising and price promotions in all distribution channels. Price discrimination across channels does not improve marketing actions' effectiveness. Furthermore, marketing actions' effectiveness depends on how digital advertising and price promotions are aligned with channel variety, channel richness, customer experience, market competitiveness, and product purchase infrequency., Author(s): Peng Vincent Zhang [sup.1] , Seoyoung Kim [sup.2] , Anindita Chakravarty [sup.2] Author Affiliations: (1) grid.194645.b, 0000000121742757, Faculty of Business and Economics, The University of Hong Kong, , Pokfulam [...]

Consumer personality traits impact consumer actions, preferences, online behaviour and shopping motives. This study examines personality traits as drivers of social media equity by addressing the mechanisms under which consumer personality traits influence social media equity. We aim to combine consumer‐level information with brand‐level metrics to advance our understanding of consumers' associations with brands on social media and how specific consumer personality traits can be leveraged to improve a brand's social media equity. Using a self‐administered survey, a total of 418 respondents from an online consumer panel participated in this study. The results from structural equation modelling revealed that while extraversion, openness to experience and neuroticism personality traits are positively associated with brand engagement and brand advocacy, agreeableness and conscientiousness are significantly associated with brand advocacy and not with brand engagement. This study advances theory by examining how consumer personality traits influence social media equity via brand engagement and brand advocacy as mediators. The findings provide rich practical insights into underlying mechanisms through which marketers can increase social media equity using consumer personality traits. [ABSTRACT FROM AUTHOR]

This study centers on the roles of marketing and operations capabilities in preventing future recalls. However, prior literature identifies operations capability as critical for recall prevention, the current research highlights the equivalent importance of marketing capability. Furthermore, rather than limiting marketing's role to damage control efforts after a recall, this study identifies its potential for preventing future recall incidents. With research conducted in the consumer packaged goods industry, the authors determine that firms that improve their marketing and operations capabilities after a recall lower their likelihood of future recalls. A proposed motivation‐based model for post‐recall marketing and operations capability improvement predicts that recalling public firms, by default, do not invest in capability improvements. The test of the propositions, with a sample of 276 product recalls using joint estimation, reveals that stock market penalties for recalls, combined with analyst following and independent boards, push recalling firms to make capability improvements. However, well‐reputed firms and those whose competitors recently engaged in recalls push back against investors' demands. [ABSTRACT FROM AUTHOR]