Visual Presentation Modes in Online Product Reviews and Their Effects on Consumer Responses

Online product reviews posted by consumers are becoming a staple part of e-commerce websites. Researchers demonstrate that the volume and strength of online reviews, among others, have a significant impact on consumer responses. These studies have focused on the effect of text-based online reviews, but current information technologies enable the posting of online reviews with higher visual content, such as with images and videos. Using the Elaboration Likelihood Model and Dual Coding theory, we examine the effects of three visual modes for presenting online reviews with three products – backpack, digital camera and video game. Our results indicate that video-based online reviews are perceived as being more credible, helpful, persuasive, and providing a great sense of involvement, compared to text-based and image-based online reviews, but with no significant differences among the latter two. The influence of presentation modes on consumer responses is partially moderated by product type

Opinion Formation Threshold Estimates from Different Combinations of Social Media Data-Types

Passive consumption of a quantifiable amount of social media information related to a topic can cause individuals to form opinions. If a substantial amount of these individuals are motivated to take action from their recently established opinions, a movement or public opinion shift can be induced independent of the information’s veracity. Given that social media is ubiquitous in modern society, it is imperative that we understand the threshold at which social media data results in opinion formation. The present study estimates population opinion formation thresholds by querying 2222 participants about the number of various social media data-types (i.e., images, videos, and/or messages) that they would need to passively consume to form opinions. Opinion formation is assessed across three dimensions, 1) data-type(s), 2) context, 3) and source. This work provides a theoretical basis for estimating the amount of data needed to influence a population through social media information

Essays on Learning from Consumer Response to Support Marketing Mix Decisions Empirical Applications to Decisions on Product, Price and Promotion

This research has been conducted under the supervision of Prof. Dr. Dr. h.c. Sönke Albers at his Department of Innovation, New Media, and Marketing at the Christian-Albrechts-University at Kiel. Furthermore the doctoral thesis has been funded by a research scholarship granted by the Kühne Logistics University Hamburg. While the first methodological article (A) presents a comprehensive overview of the technique of limited dependent variables response modeling, the second article (B) proposes a decompositional objective method to explain and predict consumers’ per- ceived similarities of aesthetic product designs. While article B focuses on decision support for shaping and positioning aesthetic product designs, study (C) analyzes con- sumers’ responsiveness to price and technical product attributes in a global marketing context by investigating marketing elasticities for a wide range of countries all over the world. In addition to the product and price perspective, study (D) shows how online promotion in terms of product videos affect consumers’ shopping behavior. Fi- nally study (E) proposes a new profit margin-oriented targeting approach that (i) helps to assess the economic profitability of targeted promotion efforts in advance and (ii) shows how a profit margin-based targeting should be applied

WHY SUPPLIER DEVELOPMENT WORKS? A KNOWLEDGE-MANAGEMENT PERSPECTIVE

Supplier development (SD) has been intensively and increasingly used in practice and studied in academia. Many studies find that SD can generate operational, capability-based, attitudinal, and financial performance measures for both the supplying firm (supplier) and the buying firm (buyer), but very few studies systematically explain why SD yields supplier’s performance improvements and, in turn, buyer’s performance improvements. Using a meta-analysis approach, this dissertation finds that SD does lead to positive outcomes, but SD is found to have very weak or even negative relationship with performance improvements in some cases. Such findings further support the importance of examining the main research question: why SD works. In order to answer the main research question, this dissertation adopts a multiphase triangulation approach: theoretical construction, conceptual examination, and empirical examination. Doing so, this dissertation constructs and validates a knowledge management (KM) view of SD. The purpose of theoretical construction (Chapter 3) is to develop a KM view of supplier development via a systematic view of previous studies. Presented in Chapter 4, conceptual examination reveals that all SD activities can be subsumed into KM activities, and further conceptually supports the feasibility of the KM view in SD. Empirical examination, including a survey of 39 SD scholars and a survey of 295 SD practitioners (156 complete responses), is presented in Chapters 5 and 6. Most hypotheses are strongly supported, demonstrating the importance of the knowledge-management view of SD. Overall, this dissertation has both theoretical contributions for KM and SD sides, and practical contributions for researchers, practitioners, and educators/students. First, it contributes by supporting the addition of KM variables to other theories when explaining why SD works, confirming the role of KM in SD, providing a complete KM view of SD, and revealing why SD works. Second, it contributes by implementing mixed research methods, integrating multiple disciplines, and exemplifying collecting data on LinkedIn. Third, it contributes by offering a catalog of SD activities and guidance for designing, implementation, and evaluation of SD initiatives. Fourth, it contributes by advancing a mental model to understand SD literature. Conclusions, limitations, and future research directions are also discussed