@misc{LauDost, author = {Lau, Vanessa and Dost, Florian}, title = {Approaching Very Old People: Rely on Traditions and Don't Forget to Call}, series = {Proceedings of the International Conference Marketing Trends}, journal = {Proceedings of the International Conference Marketing Trends}, isbn = {978-2-490372-18-8}, pages = {12}, abstract = {Recent findings show that individuals aged 55 and older use more and more online media and digital technologies; however, this may be biased as only those using these media and technologies may be reacting to the surveys documenting the proliferation of digital media. This might be particularly pronounced for older people affected by one or several divides, such as the urban-rural digital divide, economic divides, or the grey divide between young and old demographics. Here, we design a project to survey them—with the help of a citizen science approach in several small German cities. Results show fewer online and digital information sources and communication channels are used than expected, except for messengers. Interestingly, there is substantial heterogeneity within the older group, as adults aged 52 to 74 and those aged 74 to 85 differ in media use and preference.}, language = {en} } @misc{WilkenSchmittDostetal., author = {Wilken, Robert and Schmitt, Julien and Dost, Florian and B{\"u}rgin, David}, title = {Does the presentation of true costs at the point of purchase nudge consumers toward sustainable product options?}, series = {Marketing Letters}, journal = {Marketing Letters}, publisher = {Springer}, address = {Berlin}, issn = {0923-0645}, doi = {10.1007/s11002-023-09713-3}, pages = {1 -- 14}, abstract = {Do true cost campaigns (TCCs)—which display prices at the point of purchase that include social and environmental negative externalities—nudge consumers toward more expensive sustainable products? From a theoretical point of view, the answer is promising: Communicating true costs means introducing external reference prices that provide a benchmark for consumers to assess price acceptability. Showing true costs triggers a general reference to the price of sustainability, and the higher price of sustainable products becomes at least partially explained by their lower "hidden costs" (i.e., costs to compensate for all environmental and social impacts). In two empirical studies, we demonstrate that for TCCs to be effective, the hidden costs for the sustainable products must be lower than those for the conventional alternatives. Interestingly, under this condition, TCCs have an effect in markets characterized by a larger (study 1) and a smaller (study 2) green gap. In both studies, we find that increased perceived price fairness explains the effect of TCCs, as measured by the relative preference for the sustainable compared to the conventional product. In addition, we see that the price difference between the two products plays a significant role in forming this preference judgment, independent of other factors included in the model and especially independent of TCC.}, language = {en} } @misc{ReichsteinDost, author = {Reichstein, Thomas and Dost, Florian}, title = {How video length shapes engagement}, series = {Proceedings of the International Conference Marketing Trends}, journal = {Proceedings of the International Conference Marketing Trends}, publisher = {International Marketing Trends Conference}, isbn = {978-2-490372-20-1}, pages = {1 -- 9}, abstract = {This study investigates the relationship between video length and user engagement on socialmedia. Building on previous research that has primarily examined a linear relationship, we hypothesize that the effect of video length follows an inverted U-shape, with moderate lengths maximizing engagement. We also examine the moderating effects of music and advertising. A survey experiment was conducted in which subjects were asked to rate two different videos. The videos were varied in length, music presence and advertisement presence, resulting in 48 different variations. In total, 310 data points were generated. The results confirm a significant inverted U-shaped relationship between video length and engagement, with an optimal length of 34.69 seconds. Music has a positive moderating effect on the relationship, while advertising has a negative moderating effect. These findings provide theoretical and practical insights for optimizing video content to increase social media engagement. Future research should investigate further moderating factors and test longer video formats.}, language = {en} } @misc{DostSilomon, author = {Dost, Florian and Silomon, Joscha}, title = {A Nutri-Score can benefit private label food unhealthy products better than manufacturer brands}, series = {Proceedings of the International Conference Marketing Trends 2025}, journal = {Proceedings of the International Conference Marketing Trends 2025}, publisher = {International Marketing Trends Conference}, address = {Paris}, isbn = {978-2-490372-20-1}, pages = {1 -- 8}, abstract = {Private labels have significantly increased their market share in the German food retailsector over the past 50 years, often matching manufacturer brands in quality and offeringcompetitive prices. This trend complicates consumer choices, especially as they seek healthieroptions but face an overwhelming number of products. Front-of-pack labelling (FOPL), suchas the Nutri-Score, is used by manufacturers to signal product quality and aid consumerdecision-making. The Nutri-Score, a voluntary and free label, has been shown to improvenutritional awareness and perceived food quality. However, there is limited evidence on thedifferential effects of FOPL between private labels and manufacturer brands. This researchinvestigates whether private labels and manufacturer brands are differently affected by theNutri-Score and if the FOPL effect for private labels depends on manufacturer brands alsodisplaying the Nutri-Score. An experiment with eight food categories revealed that privatelabels benefit more from displaying Nutri-Scores than manufacturer brands, but this advantagediminishes when both display the label. The findings suggest that private labels in nutritionallyunhealthy categories can benefit from Nutri-Scores, even with low ratings, as long asmanufacturer brands do not also display them. From a public health perspective, the resultshighlight a potential downside of voluntary FOPL policies, as selective display by brands canstill positively influence consumer choice, even for unhealthy products.}, language = {en} } @misc{GalleDost, author = {Galle, Clara and Dost, Florian}, title = {Einfluss von Geschlecht und Alter von Artists auf die Views und Likes f{\"u}r Kurzvideos bei TikTok}, series = {Proceedings of the International Conference Marketing Trends 2025}, journal = {Proceedings of the International Conference Marketing Trends 2025}, publisher = {International Marketing Trends Conference}, address = {Paris}, isbn = {978-2-490372-20-1}, pages = {1 -- 8}, abstract = {In einer Zeit, in der Social Media zunehmend f{\"u}r die Vermarktung von Musik genutzt werden, stellt sich die Frage, ob algorithmische Bevorzugung gewisser Accounts bestehende gesellschaftliche Geschlechter- und Altersvorurteile verst{\"a}rkt. Um diese Fragestellung zu beantworten, wurde ein Experiment mit 16 fiktiven Artists (Musik) durchgef{\"u}hrt, die sich vorrangig in Geschlecht und Alter unterschieden. Ihre Kurzvideos wurden auf der Plattform TikTok ver{\"o}ffentlicht und die View- und Likezahlen wurden gemessen. Die Ergebnisse zeigen signifikante Unterschiede in der Sichtbarkeit und dem Engagement: J{\"u}ngere weibliche Artists erhielten mehr Aufrufe und Likes im Vergleich zu ihren m{\"a}nnlichen und {\"a}lteren Kollegen. Dies deutet darauf hin, dass die TikTok-Algorithmen junge weibliche K{\"u}nstler beg{\"u}nstigen, w{\"a}hrend {\"a}ltere K{\"u}nstler, insbesondere Frauen, benachteiligt werden. Die Studie legt nahe, dass Artists gezielte Strategien entwickeln m{\"u}ssen, um in einem zunehmend wettbewerbsintensiven Umfeld sicht-bar zu bleiben.}, language = {de} } @misc{LauBuiDost, author = {Lau, Vanessa and Bui, Chi Thuy My and Dost, Florian}, title = {The AI penalty : exploring user perception and engagement with AI-generated content on Instagram}, series = {Proceedings of the International Conference Marketing Trends 2025}, journal = {Proceedings of the International Conference Marketing Trends 2025}, publisher = {International Marketing Trends Conference}, address = {Paris}, isbn = {978-2-490372-20-1}, pages = {1 -- 17}, abstract = {The rise of AI in social media has brought about various applications such as chatbots, filters,and virtual influencers. However, it remains unclear whether differences exist in the perceptionof AI-generated images and captions across different topics (consumer and creator lifestyle)and whether labeling such content as AI-generated impacts user responses. This study explores how AI-generated Instagram posts affect user engagement (liking, sharing, commenting) and perceptions of authenticity, credibility, creativity, and originality. We conducted an online questionnaire and analyzed the responses of 271 participants using multiple linear regressions and mediation analyses. The findings reveal expected results, such as AI-generated content, especially images, being perceived and interacted with more negatively than user-generated content. However, there were also unexpected outcomes, including the revelation that labeling AI-generated content does not significantly affect consumer responses. Surprisingly, in consumer lifestyle content, an AI-generated caption can lead to improved perceptions and greater engagement. We discuss these findings' practical implications and suggest future research directions.}, language = {en} } @misc{WernerDost, author = {Werner, Bastian and Dost, Florian}, title = {Comparing average payments and minimal bounds for lower and higher outcomes among customers in participative pricing mechanisms : an empirical investigation of PWYW, NYOP, and PYP}, series = {Proceedings of the European Marketing Academy, EMAC 2025 Spring Conference, Pozuelo (Madrid), Spain, May 25, 2025}, journal = {Proceedings of the European Marketing Academy, EMAC 2025 Spring Conference, Pozuelo (Madrid), Spain, May 25, 2025}, publisher = {European Marketing Academy}, pages = {11}, abstract = {This research uses three online experiments (total n =501) to examine which participative pricing mechanism—Pay What You Want (PWYW), Name Your Own Price (NYOP), or Pick Your Price (PYP)—firms should use to optimize purchase intentions and expected payments. In doing so, we combine the PWYW and NYOP literatures and jointly test relevant mediators: perceived price fairness, price control, and effort. In addition to average total and indirect effects, a novel application of the Kolmogorov-Smirnov test provided lower bounds of consumers paying less or more under each pricing method. Our results show that PWYW leads to the highest purchase intention despite generating the lowest payments. PYP outperforms in terms of expected payments. Mediation analyses indicate that perceived control negatively affects purchase intention for PYP and NYOP. Under PYP and NYOP, at least 10\% to 84\% of consumers pay more, depending on the study, but very few (single digit percentages) pay less than under PWYW.}, language = {en} } @misc{GalleDostReichstein, author = {Galle, Clara and Dost, Florian and Reichstein, Thomas}, title = {Influence of entertaining content in social media marketing for a health service provider}, series = {Proceedings of the International Marketing Trends Conference}, journal = {Proceedings of the International Marketing Trends Conference}, publisher = {International Marketing Trends Conference}, isbn = {978-2-490372-18-8}, pages = {1 -- 9}, abstract = {Health providers struggle to find the right tone in their social media appearance. While informational and sometimes emotional content appears appropriate, this study suggests and tests using entertaining content. Nine real Facebook posts from a hospital in Germany are classified into three content categories: informational, emotional, and entertaining. A survey on post perception and satisfaction with the health provider finds notable differences between the three types of posts. Interestingly, while entertaining posts themselves are perceived less satisfactorily than informational or emotional posts, they lead to the highest incremental increase in satisfaction with the health care provider. The study emphasizes the relevance of integrating entertainment in social media marketing, even for serious service providers.}, language = {de} }