TY - GEN A1 - Pannhorst, Matthias A1 - Dost, Florian T1 - A Life-Course View on Ageing Consumers: Old-Age Trajectories and Gender Differences T2 - Applied Research in Quality of Life N2 - This study presents a dynamic, model-based view of consumers’ ageing developments, focused on gender differences, to uncover the pathways and socioeconomic transitions that female and male consumers take through old age. The analysis of longitudinal survey data spanning 15 years uses a latent Markov dynamic cluster model with transitions over time. The resulting life courses allow an exploration of lifestyle-related changes in multiple consumer well-being variables beyond age 50. Substantial well-being differences appear in the ageing paths of men and women. In both cases, a dominant chronological sequence through old age is complemented by less common transitions, rarely associated with advanced age. Although the model does not use chronological age as an independent variable, it outperforms purely agebased, or age- cohort-, and period-based models in predicting old-age consumer wellbeing. These results highlight the importance of considering within-cohort diversity when modelling the accompaniments of old age: while some older consumers enjoy active lifestyles, others of similar age succumb to depression and loneliness, rendering age an insufficient predictor of well-being states. In the future, the presented model could be matched with other, even cross-sectional, consumer survey data to help predict various dynamics in the ageing consumer population. KW - Ageing consumers KW - Consumer well-being Y1 - 2022 UR - https://doi-org.manchester.idm.oclc.org/10.1007/s11482-021-09934-6 U6 - https://doi.org/10.1007/s11482-021-09934-6 SN - 1871-2576 SN - 1871-2584 VL - 17 IS - 2 SP - 1157 EP - 1180 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 - Bogodistov, Yevgen A1 - Dost, Florian T1 - Proximity Begins with a Smile, But Which One? Associating Non-duchenne Smiles with Higher Psychological Distance T2 - Frontiers in Psychology Y1 - 2017 U6 - https://doi.org/10.3389/fpsyg.2017.01374 SN - 1664-1078 IS - 8 ER - TY - GEN A1 - Reichstein, Thomas A1 - Brusch, Ines A1 - Dost, Florian A1 - Brusch, Michael ED - Cross, Samantha ED - Saboo, Alok T1 - Captivate Your Audience: Suggestions for Enhancing Social Media Engagement Through Captions T2 - AMA Winter Academic Conference Proceedings, St. Pete Beach, Florida, on February 23-25, 2024 N2 - Engagement is important for the success of social media offers. Accordingly, the goal of responsible social media managers is to generate the maximum engagement with their content. Extant research has already addressed the factors that are related to the creation of compelling content. However, very little attention has been paid to the caption, and thus to a part of the social media post that can be easily changed. Our aim is to measure the impact of caption characteristics on engagement. We use, text length, number of emojis, and hashtags as caption variables, as well as comments, likes, and shares as engagement variables. In two different datasets, one from a merchandise online store (Facebook, Study 1) and another from a travel influencer (Instagram, Study 2) we find a similar robust result: the analyses reveal s a non-linear relationship between caption text length and engagement that follows an inverted U-shape. It follows that, contrary to previous assumptions, longer captions of around 600 characters should be used to in¬crease engagement. Estimations show that an increase in engagement of about 20% is possible. Y1 - 2024 UR - https://www.ama.org/wp-content/uploads/2024/02/2024-Winter-AMA-Proceedings_Feb-28-2024.pdf SN - 978-0-87757-018-9 SP - 570 EP - 572 PB - American Marketing Association CY - Chicago, IL ER - TY - GEN A1 - Urbig, Diemo A1 - Dost, Florian A1 - Geiger, Ingmar T1 - Entrepreneurs misdiagnosing their ventures’ innovativeness: The roles of causation and effectuation T2 - 26th Annual Interdisciplinary Conference on Entrepreneurship, Innovation and SMEs, 2023 N2 - This text discusses the concept of misdiagnosis in entrepreneurial ventures, where managers' unrealistic optimism can lead to misaligned strategies and late pivots. The study explores the connection between misdiagnosis and decision logics (effectuation and causation) through motivated reasoning and beliefs. The researchers conducted a study with 266 ventures from innovative industries and measured misdiagnosis by comparing managers' judgments with external experts' assessments of venture innovativeness. The results show that causation logic positively influences misdiagnosis, but this effect is reduced when coupled with flexibility. The study highlights the importance of objective performance measures and suggests that motivated reasoning and beliefs explain the link between causation logic and misdiagnosis. Additionally, older and larger ventures with a prevalence of causation logic may experience more misdiagnosis and potential delays in innovation efforts. Flexibility is crucial for older ventures to remain innovative. KW - Entreprenuership KW - Effectuation KW - Overconfidence KW - Miscalibration Y1 - 2023 UR - https://www.researchgate.net/publication/379155859 UR - https://www.fgf-ev.de/wp-content/uploads/2023/09/G-Forum-2023-Programmgeruest_18-09-2023_Internet.pdf 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 - Reichstein, Thomas A1 - Brusch, Ines A1 - Dost, Florian A1 - Brusch, Michael T1 - Maximizing Engagement Through Caption Optimization: Insights from Social Media Field Data T2 - 2023 ISMS Marketing Science Conference Proceedings N2 - Social media managers are constantly seeking ways to maximize engagement with their content. While prior research has shed light on strategies for creating engaging content, the impact of captions on engagement has been under-explored. Our study focuses specifically on the relationship between caption length and engagement in social media posts. Contrary to previous literature, we find that the relationship between caption length and engagement follows an inverted U-shape. Using field data from an omnichannel retailer (Facebook) and a travel influencer (Instagram), we determine the optimal caption length for maximizing engagement and present surprising results. Our results are robust for different model and identification specifications, indicating that captions are often too short, rather than too long, and that optimizing caption length in our case can increase engagement by up to 25%. These findings have important implications for social media managers and influencers seeking to enhance the impact of their posts. Y1 - 2023 UR - https://www.researchgate.net/publication/379237977 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 - 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 ER - TY - GEN A1 - Boden, Joe A1 - Maier, Erik A1 - Dost, Florian T1 - The Effect of Electronic Shelf Labels on Store Revenue T2 - International Journal of Electronic Commerce N2 - Today’s retailers have a strategic imperative to integrate their channels. Some have implemented electronic shelf labels (ESL) to replace paper tags to technologically enable the omnichannel transformation by aligning the presentation of price and product information between online and offline channels. However, consumer reactions to ESL are yet unexplored. They could be positive or negative: on one hand, the fear of frequent price changes, a known phenomenon in e-commerce, could spread to offline channels and reduce consumer purchase intent and overall revenue; on the other hand, ESL could prevent showrooming by signaling price consistency and offering consistent information (e.g., including reviews) between the on- and offline channels. We explore a retailer data set that allows isolating the “mere ESL effect”, as the retailer’s pricing strategy remained unchanged over the introduction of ESL (i.e., no dynamic pricing), but the presentation of the price and product information was integrated through ESL. A difference-in-difference analysis establishes that revenue in product categories in which ESL was introduced grows at the expense of those product categories in which it was not introduced. Visitor numbers are not affected by introducing ESL. This finding supports the adoption of e-commerce capabilities in a brick-and-mortar store as it could help prevent shopper behavior aimed at exploiting channel differences (i.e., showrooming for price or more information). KW - multichannel retailing KW - online retail KW - pricing Y1 - 2020 U6 - https://doi.org/10.1080/10864415.2020.1806472 SN - 1557-9301 SN - 1086-4415 VL - 24 IS - 4 SP - 527 EP - 550 ER -