TY - GEN A1 - Maier, Erik A1 - Dost, Florian T1 - Decomposing cross-channel advertising support of retailer price promotions T2 - Journal of Retailing N2 - Retailers’ communication support for their price promotions is shifting from traditional flyers and circulars (so-called feature ads) to conventional media channels, especially digital ads. It is not clear, if and how supporting price promotion with advertising in digital media benefits sales of the promoted product above and beyond the price promotion itself. Further, retail managers require guidance on whether only the promoted product or also their overall business gains from ad support (e.g., from category or cross-period expansions) to negotiate trade promotion support with manufacturers of the promoted products. Using a field experiment with a grocery retailer, we decompose the effects of the advertising support of price discount promotions across digital and print marketing channels. We find that the effectiveness assessment of the advertising channels depends on the beneficiary: while digital channels most effectively support sales of the promoted product (35 % uplift vs. non-promotion period) – especially for popular consumer-pull products (+85 %), traditional print channels improve the performance for the retailer as a whole (+3 % uplift of the total category sales), with a combination of ads having the largest effect (+5 % uplift of the total category sales). This research offers guidance for retail and manufacturer managers tasked with designing price promotions and configuring the ad support across channels, and negotiating trade promotion budgets or manufacturer support for the advertisements. KW - Cross-channel advertising, Price promotions, Omnichannel, Discounts, Retail media Y1 - 2024 U6 - https://doi.org/10.1016/j.jretai.2024.05.002 VL - 100 IS - 3 SP - 362 EP - 381 ER - TY - GEN A1 - Florian, Dost A1 - Peschke, Christiane T1 - When Influencers Promote Their Own Products: Trust Perceptions Following Explicit Versus Implicit Promotion Styles T2 - Proceedings International Marketing Trends Conference 2024, Venice N2 - In recent years, influencer marketing has become a powerful tool for promoting products due to influencers' unique ability to captivate their followers’ attention effectively. Moreover, influencers often enjoy a high level of trust among their followers, enhancing the persuasiveness of their product endorsements. However, a relatively unexplored question in the current literature is how trust perceptions are affected when influencers promote their own branded products. Our research investigates the impact of influencers’ own brand promotions on trust, considering explicit endorsement versus subtle implicit integration into content. We find that trust increases when influencers implicitly integrate their branded products, akin to product placement. This is particularly noteworthy when influencers are endorsing their own, lesser- known products, as compared to national brand products. Nevertheless, the implicit promotion may reduce awareness of the promoted product. Mediation analyses reveal opposing effects of trust towards the influencer and product awareness on purchase intentions, nearly offsetting each other. KW - Influencer marketing, product placement, influencer-branded products, trust Y1 - 2024 UR - https://archives.marketing-trends-congress.com/2024/pages/PDF/27.pdf SN - 978-2-490372-18-8 SP - 1 EP - 8 ER - TY - GEN A1 - Reichstein, Thomas A1 - Dost, Florian A1 - Galle, Clara T1 - May I have your attention, please! Social Media Engagement does not always reflect user attention N2 - User engagement with social media content is the primary currency for social media marketers. An implicit assumption is that high engagement reflects high user attention to content. Surprisingly, this assumption has not been tested, and many users may only habitually engage with content without paying much attention to it. Using an eye-tracking experiment to examine subjects' gaze trajectories across 161 social media posts, we show that attention is indeed a strong predictor of engagement. However, the strength of the prediction is moderated by text length and emojis, with surprising results. Thus, the implicit assumption that engagement reflects attention is often misplaced. KW - Eye-Tracking KW - Social Media Engagement Y1 - 2024 UR - https://proceedings.emac-online.org/pdfs/A2024-119852.pdf ER - TY - GEN A1 - Werner, Bastian A1 - Dost, Florian T1 - Range-based versus Point-based WTP/WTA Measures: New Findings for the Endowment Effect T2 - Proceedings of the European Marketing Academy N2 - Previous research has examined the well-known endowment effect using point-based measures of willingness to pay (WTP) and willingness to accept (WTA) values and found that this effect leads to market failure because sellers' WTA often exceeds buyers' WTP. This research examines the endowment effect using range-based measures of WTP and WTA, providing a more realistic perspective given bounded rationality and uncertainty conditions. To confirm the conceptual extensions and modifications of the endowment effect, we conceptually replicate a comprehensive point-based study on the endowment effect (Jefferson/Taplin, 2011) using range-based measures. Our results show an increased endowment effect but also less severe inefficiencies in a market, as there is significant overlap between WTP and WTA ranges, leading to a more efficient market than previously thought and more transactions taking place. Y1 - 2024 UR - https://proceedings.emac-online.org/pdfs/A2024-119665.pdf IS - 53 ER - TY - GEN A1 - Maier, Erik A1 - Dost, Florian T1 - Preventing the Death of the High Street T2 - Proceedings of the European Marketing Academy N2 - Inner-city store closures, the so-called “death of the high street”, are a phenomenon that affects retailers and municipalities across the globe. Extant research lacks an understanding of potential interventions that help mitigate this phenomenon. The present research uses unique observational panel data from 17,000 stores for the years 2015 and 2022 to test the effects of city-level government intervention (inner-city investment prize) on the propensity of local stores to fall empty or empty stores to see a store opening. Using a quasi-experiment (discontinuity of prize competition participants with or without prize money) and a Markov model, our results indicate that even modest government investment can help to reduce the probability of vacancies and increase the probability of store openings. Y1 - 2024 UR - https://proceedings.emac-online.org/pdfs/A2024-119687.pdf VL - 53 ER - TY - GEN A1 - Reichstein, Thomas A1 - Brusch, Ines A1 - Dost, Florian A1 - Brusch, Michael T1 - How To Optimize Your Social Media Caption To Generate More Engagement :) #Captionize #SocialMedia T2 - Proceedings of the European Marketing Academy, EMAC 2023 Annual, Odense, Denmark, May 24, 2023 N2 - Maximizing engagement is an important issue for social media managers. Science has already provided guidance on how to make content more engaging. However, one easy-to-edit part of the social media post has received little attention: The caption. We show that the caption has an underestimated impact on engagement and we specifically address text length. The relationship between text length and engagement is not linear as described in previous literature but follows an inverted U-shape. Using field data, we estimate the optimal length of captions and provide surprising results. We show that captions are mostly too short instead of too long and that an optimal length can increase the engagement rate by up to 17%. Y1 - 2023 UR - https://proceedings.emac-online.org/index.cfm?abstractid=A2023-114288&How%20To%20Optimize%20Your%20Social%20Media%20Caption%20To%20Gener PB - European Marketing Academy ER - TY - GEN A1 - Werner, Bastian A1 - Dost, Florian T1 - Behavioral Pricing and Innovative Pricing Mechanisms in Purchase Decisions- a Review and Recommandations for Future Research T2 - Proceedings of the European Marketing Academy, EMAC 2023 Annual, Odense, Denmark, May 24, 2023 KW - Pricing Y1 - 2023 UR - https://proceedings.emac-online.org/index.cfm?abstractid=A2023-114482&Behavioral%20Pricing%20and%20Innovative%20Pricing%20Mechanis ER - TY - GEN A1 - Rennie, Nicola A1 - Cleophas, Catherine A1 - Sykulski, Adam A1 - Dost, Florian T1 - Outlier detection in network revenue management T2 - OR Spectrum N2 - This paper presents an automated approach for providing ranked lists of outliers in observed demand to support analysts in network revenue management. Such network revenue management, e.g. for railway itineraries, needs accurate demand forecasts. However, demand outliers across or in parts of a network complicate accurate demand forecasting, and the network structure makes such demand outliers hard to detect. We propose a two-step approach combining clustering with functional outlier detection to identify outlying demand from network bookings observed on the leg level. The first step clusters legs to appropriately partition and pools booking patterns. The second step identifies outliers within each cluster and uses a novel aggregation method across legs to create a ranked alert list of affected instances. Our method outperforms analyses that consider leg data without regard for network implications and offers a computationally efficient alternative to storing and analysing all data on the itinerary level, especially in highly-connected networks where most customers book multi-leg products. A simulation study demonstrates the robustness of the approach and quantifies the potential revenue benefits from adjusting demand forecasts for offer optimisation. Finally, we illustrate the applicability based on empirical data obtained from Deutsche Bahn. KW - Analytics KW - Forecasting KW - Outlier Detection KW - Clustering Y1 - 2023 U6 - https://doi.org/10.1007/s00291-023-00714-2 SN - 0171-6468 ER - TY - GEN A1 - Rennie, Nicola A1 - Cleophas, Catherine A1 - Sykulski, Adam A1 - Dost, Florian T1 - Analysing and visualising bike-sharing demand with outliers T2 - Discover Data N2 - Bike-sharing is a popular component of sustainable urban mobility. It requires anticipatory planning, e.g. of station locations and inventory, to balance expected demand and capacity. However, external factors such as extreme weather or glitches in public transport, can cause demand to deviate from baseline levels. Identifying such outliers keeps historic data reliable and improves forecasts. In this paper we show how outliers can be identified by clustering stations and applying a functional depth analysis. We apply our analysis techniques to the Washington D.C. Capital Bikeshare data set as the running example throughout the paper, but our methodology is general by design. Furthermore, we offer an array of meaningful visualisations to communicate findings and highlight patterns in demand. Last but not least, we formulate managerial recommendations on how to use both the demand forecast and the identified outliers in the bike-sharing planning process. KW - Analytics KW - Outlier Detection KW - Data Visualization Y1 - 2023 UR - https://link.springer.com/article/10.1007/s44248-023-00001-z U6 - https://doi.org/10.1007/s44248-023-00001-z SN - 2731-6955 IS - 1 ER - TY - GEN A1 - Dost, Florian A1 - Maier, Erik T1 - Promoting Price Discounts across Channels: The Role of Discount Level and Product Sales Frequency T2 - Proceedings of the European Marketing Academy, EMAC 2023 Annual, Odense, Denmark, May 24, 2023 N2 - The most common promotional activity are price discounts, and retailers have to choose whether to further promote their price discounts with ads in offline (e.g., print) or online (e.g., banner ads) channels. However, retail managers lack guidance for which promotional channel (offline or online) would support price discounts best and what types of products (high or low sales frequency) would benefit most. Using a field experiment, we disentangle the interacting effects of price discounts (at various discount levels) and their supporting promotional channel. We find that digi-tal promotions of price discounts are more effective than non-digital print campaigns to increase sales beyond the base price discount effect. In addition, the product’s sales frequency matters: rela-tively, digital promotions best support price-discounted low-sales-frequency products, and steeply discounted high-sales-frequency products receive additional support from offline ads. Y1 - 2023 UR - https://proceedings.emac-online.org/index.cfm?abstractid=A2023-114395&Promoting%20Price%20Discounts%20across%20Channels:%20The%20Rol SN - 2709-1589 PB - European Marketing Academy ER - TY - GEN A1 - Dost, Florian A1 - Phieler, Ulrike T1 - How To Set Up Seeded Marketing Campaigns with Offline-Focused Nano-Influencers That Create Engagement, Sales, and Return-On-Investment T2 - Reconnecting and reconceiving the marketplace : AMA Winter Academic Conference 2023 : AMA educators proceedings volume 34 : online, 6 February, Nashville, Tennessee, USA, 10 - 12 February 2023, part 1 N2 - Marketers know the majority of impactful product and brand recommendations happen in offline conversations. To become part of these conversations, marketers increasingly utilize thousands of nano-influencers---ordinary consumers who “buzz” about a brand---with specialized marketing formats: seeded marketing campaigns (SMCs). The idea is to equip a large number of nano-influencers with the product or brand to be marketed, then encourage them to share their brand experiences and excitement with their peers. Overall, the created seed activity from SMCs has been shown to increase sales (Dost et al. 2019, Chae et al. 2017, Godes and Mayzlin 2009) at comparably low cost, which makes SMCs an attractive marketing mix addition for managers. The key challenge with SMCs, and a major difference to marketing campaigns with professional online influencers, is that nano-influencer activity is not contractually specified, and managers cannot economically engage with thousands of nano-influencers individually. Instead, managers have to rely on their initial campaign setup decisions to activate nano-influencers. SMC setup comprises SMC size and selection (how many nano-influencers, and who from where to select?), SMC content (which products and incentives to send the nano-influencers?), and SMC timing (how long should the campaign run?). Managers actively seek advice from literature to improve their setup decisions; however, extant research offers them only incomplete setup recommendations. This leaves managers at a loss and complicates result- and cost-conscious campaigns set-ups. With a unique dataset of 148 SMCs comprising the activity of nearly 700,000 nano� influencers and covering about a twentieth of all SMCs in the EU during data collection, we comprehensively model how setup decisions affect all relevant campaign outcomes---seed activity, sales, cost, and return-on-investment---while considering marketing and brand context. Our cross-campaign data enables a comparison of various SMC setups to find out which of managers' available setup decisions aid in planning effective and/or efficient SMCs. Results show that campaign success lies mostly in managers' hands, as setup decisions show the highest impact on campaign outcomes. Brand context plays only a minor role---contrasting organic word-of-mouth settings. Marketing context, such as parallel advertising or product price, matter differently, depending on the campaign goal. We identify trade-offs between effective brand building (maximum seed activity), effective promotion (maximum sales), and efficient (maximum return-on-investment) campaigns, reconciling conflicting suggestions from extant research. Our model predicts that managers could increase seed activity by 97%, sales by 162%, or return-on-investment by 100% compared to current practice. Y1 - 2023 UR - https://www.ama.org/wp-content/uploads/2023/04/2023-Winter-AMA-Proceedings-4.19-1.pdf SN - 978-0-87757-015-8 SP - 194 EP - 196 PB - American Marketing Association CY - Chicago, ILL. ER - TY - GEN A1 - Phieler, Ulrike A1 - Dost, Florian T1 - Does It Pay to Increase Public Messages in Nano-Influencer Campaigns? Investigating the Optimal Public Message Share for Sales and Return-On-Investment T2 - 2023 ISMS Marketing Science Conference Proceedings N2 - Online influencer marketing has matured, and many managers now seek better performance with nano-influencers in seeding campaigns. Compared to macro-influencers, nano-influencers create more private (direct online or offline) brand messages that supposedly deliver more “persuasive punch”. But such private messages lack the usual online tracking per message, forcing managers to ask nano-influencers for self-reports, or to estimate sales at a campaign level if they want to assess their own decisions. Therefore, little is known about how to set up effective nano-influencer campaigns: does it pay to increase the public message share in nano-influencer activity, in order to benefit from private and public influencer activity? Or does it defeat its purpose, diminishing nano-influencers’ persuasiveness and total campaign results? This study analyses a unique campaign-level data set of various seeded marketing campaigns comprising the activity of 700,000 nano-influencers. We model the impact of nano-influencers’ activity on incremental sales and return-on-investment (ROI) at the campaign level. To answer our questions, we include effects of public message share and optimal public message share and their interaction with activity; instrumenting both for identification, and controlling for campaign, marketing, and brand context. We find conditional optimal public message shares for both sales and ROI. The average campaign benefits most when increasing influencer activity (through design or incentives) at public message shares between 4% and 5%. This shows the importance of striking the right balance between nano� influencers’ online and offline activity, and suggests a similar balance for combining nano- and macro-influencers in future campaign formats Y1 - 2023 UR - https://www.researchgate.net/publication/379237391_Does_It_Pay_to_Increase_Public_Messages_in_Nano-Influencer_Campaigns_Investigating_the_Optimal_Public_Message_Share_for_Sales_and_Return-On-Investment PB - INFORMS ER - TY - GEN A1 - Lau, Vanessa A1 - Dost, Florian T1 - Approaching Very Old People: Rely on Traditions and Don't Forget to Call T2 - Proceedings of the International Conference Marketing Trends N2 - 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. KW - older adults KW - information search medium KW - communication behavior KW - rural areas Y1 - 2024 UR - https://archives.marketing-trends-congress.com/2024/pages/PDF/31.pdf SN - 978-2-490372-18-8 ER - TY - GEN A1 - Wilken, Robert A1 - Schmitt, Julien A1 - Dost, Florian A1 - Bürgin, David T1 - Does the presentation of true costs at the point of purchase nudge consumers toward sustainable product options? T2 - Marketing Letters N2 - 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. KW - Marketing KW - Economics and Econometrics KW - Business and International Management Y1 - 2024 U6 - https://doi.org/10.1007/s11002-023-09713-3 SN - 0923-0645 SP - 1 EP - 14 PB - Springer CY - Berlin ER - TY - GEN A1 - Reichstein, Thomas A1 - Dost, Florian T1 - How video length shapes engagement T2 - Proceedings of the International Conference Marketing Trends N2 - 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. KW - Social Media KW - Video Length KW - Engagement KW - Music KW - Social Media Advertising Y1 - 2025 UR - https://archives.marketing-trends-congress.com/2025/pages/PDF/060.pdf SN - 978-2-490372-20-1 SP - 1 EP - 9 PB - International Marketing Trends Conference ER - TY - GEN A1 - Dost, Florian A1 - Silomon, Joscha T1 - A Nutri-Score can benefit private label food unhealthy products better than manufacturer brands T2 - Proceedings of the International Conference Marketing Trends 2025 N2 - 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. KW - Front-of-pack labelling KW - Private labels KW - Unhealthy food products KW - Consumer choice Y1 - 2025 UR - https://archives.marketing-trends-congress.com/2025/pages/PDF/068.pdf SN - 978-2-490372-20-1 SP - 1 EP - 8 PB - International Marketing Trends Conference CY - Paris ER - TY - GEN A1 - Galle, Clara A1 - Dost, Florian T1 - Einfluss von Geschlecht und Alter von Artists auf die Views und Likes für Kurzvideos bei TikTok T1 - Influence of gender and age of artists on views and likes on TikTok T2 - Proceedings of the International Conference Marketing Trends 2025 N2 - In einer Zeit, in der Social Media zunehmend für die Vermarktung von Musik genutzt werden, stellt sich die Frage, ob algorithmische Bevorzugung gewisser Accounts bestehende gesellschaftliche Geschlechter- und Altersvorurteile verstärkt. Um diese Fragestellung zu beantworten, wurde ein Experiment mit 16 fiktiven Artists (Musik) durchgeführt, die sich vorrangig in Geschlecht und Alter unterschieden. Ihre Kurzvideos wurden auf der Plattform TikTok veröffentlicht und die View- und Likezahlen wurden gemessen. Die Ergebnisse zeigen signifikante Unterschiede in der Sichtbarkeit und dem Engagement: Jüngere weibliche Artists erhielten mehr Aufrufe und Likes im Vergleich zu ihren männlichen und älteren Kollegen. Dies deutet darauf hin, dass die TikTok-Algorithmen junge weibliche Künstler begünstigen, während ältere Künstler, insbesondere Frauen, benachteiligt werden. Die Studie legt nahe, dass Artists gezielte Strategien entwickeln müssen, um in einem zunehmend wettbewerbsintensiven Umfeld sicht-bar zu bleiben. N2 - At a time when social media are increasingly being used to market music, the question arises as to whether algorithmic favoring of certain accounts reinforces existing social gender and age biases. To answer this question, an experiment was conducted with 16 fictional artists (music) who primarily differed in gender and age. Their short videos were posted on the platform TikTok and the view and like numbers were measured. The results show significant differences in visibility and engagement: younger female artists received more views and likes compared to their male and older colleagues. This suggests that TikTok's algorithms favor young female artists, while older artists, especially women, are disadvantaged. The study suggests that artists need to develop targeted strategies to remain visible in an increasingly competitive environment. KW - Social Media KW - Gender KW - Music KW - Age Y1 - 2025 UR - https://archives.marketing-trends-congress.com/2025/pages/PDF/049.pdf SN - 978-2-490372-20-1 SP - 1 EP - 8 PB - International Marketing Trends Conference CY - Paris ER - TY - GEN A1 - Lau, Vanessa A1 - Bui, Chi Thuy My A1 - Dost, Florian T1 - The AI penalty : exploring user perception and engagement with AI-generated content on Instagram T2 - Proceedings of the International Conference Marketing Trends 2025 N2 - 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. KW - Influencer marketing KW - AI-generated content KW - User-generated content KW - Social media engagement KW - Labeling Y1 - 2025 UR - https://archives.marketing-trends-congress.com/2025/pages/PDF/053.pdf SN - 978-2-490372-20-1 SP - 1 EP - 17 PB - International Marketing Trends Conference CY - Paris ER - TY - GEN A1 - Werner, Bastian A1 - Dost, Florian T1 - 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 T2 - Proceedings of the European Marketing Academy, EMAC 2025 Spring Conference, Pozuelo (Madrid), Spain, May 25, 2025 N2 - 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. KW - Participative Pricing Mechanisms KW - Purchase Decisions KW - Kolmogorov-Smirnov KW - Track: Pricing & Promotions Y1 - 2025 UR - https://proceedings.emac-online.org/pdfs/A2025-125952.pdf PB - European Marketing Academy ER - TY - GEN A1 - Galle, Clara A1 - Dost, Florian A1 - Reichstein, Thomas T1 - Influence of entertaining content in social media marketing for a health service provider T1 - Einfluss von unterhaltenden Inhalten im Social Media Marketing eines Gesundheitsanbieters T2 - Proceedings of the International Marketing Trends Conference N2 - 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. N2 - Gesundheitsdienstleister haben Schwierigkeiten, die richtige Ausgestaltung ihrer Social Media Präsenz zu finden. Während informierende und teilweise auch emotionale Inhalte angemessen erscheinen, wird in dieser Studie die Verwendung unterhaltsamer Inhalte vorgeschlagen und getestet. Neun reale Facebook-Posts eines Krankenhauses in Deutschland werden in die drei Inhaltskategorien Information, Emotionale Berührung und Unterhaltung eingeteilt. Eine Umfrage über die Wahrnehmung der Posts und die Zufriedenheit mit dem Gesundheitsdienstleister zeigt bemerkenswerte Unterschiede zwischen den drei Arten von Beiträgen. Interessanterweise werden unterhaltsame Beiträge zwar weniger zufriedenstellend wahrgenommen als informative oder emotionale, führen jedoch zu der höchsten Steigerung an Zufriedenheit mit dem Gesundheitsdienstleister. Die Studie betont die Relevanz der Integration von Unterhaltung in das Social Media Marketing, auch für seriöse Dienstleister. KW - Social Media KW - Hospitals KW - Entertainment KW - Satisfaction KW - Facebook Y1 - 2024 UR - https://archives.marketing-trends-congress.com/2024/pages/PDF/123.pdf SN - 978-2-490372-18-8 SP - 1 EP - 9 PB - International Marketing Trends Conference ER -