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 -