1. 销售的敬业度：TikTok上的影响者视频广告

原标题：Engagement That Sells: Influencer Video Advertising on TikTok

期刊：Marketing Science

作者：Jeremy Yang, Juanjuan Zhang, Yuhan Zhang

出版时间：2024-12-20

DOI：10.1287/mksc.2021.0107

摘要：

很多广告都很吸引人，但让它们吸引人的可能与产品没什么关系。如果影响者的动机是推销自己，而不仅仅是推销产品，那么这个问题可能与影响者广告特别相关。我们开发了一个算法来衡量与产品相关的有效参与度，并用它来预测影响者视频广告的销售提升。我们提出了产品参与度评分（PE评分）的概念，以捕捉视频中呈现的产品本身的参与度。我们通过在视频级交战数据上训练深度三维卷积神经网络，将像素级交战估计为显著性图。我们用目标检测算法定位像素级的植入式广告。PE得分计算为视频中像素级的投入加权植入式广告。我们用TikTok上的影响者视频广告和淘宝上的产品销售数据构建并验证了算法。我们使用视频发布时间的变化来识别视频特定的销售提升，并显示PE分数显著且稳健地预测销售提升。我们探索参与度的驱动因素，并讨论影响者广告中的各个利益相关者如何以可伸缩的方式使用PE分数来管理内容、调整激励措施，以及提高效率。

Abstract: 

Many ads are engaging, but what makes them engaging may have little to do with the product. This problem can be particularly relevant to influencer advertising if influencers are motivated to promote themselves, not just the product. We develop an algorithm to measure the degree of effective engagement associated with the product and use it to predict the sales lift of influencer video advertising. We propose the concept of the product engagement score (PE score) to capture how engaging the product itself is as presented in a video. We estimate pixel-level engagement as a saliency map by training a deep three-dimensional convolutional neural network on video-level engagement data. We locate pixel-level product placement with an object detection algorithm. The PE score is computed as the pixel-level, engagement-weighted product placement in a video. We construct and validate the algorithm with influencer video ads on TikTok and product sales data on Taobao. We use variation in video posting time to identify video-specific sales lift and show that the PE score significantly and robustly predicts sales lift. We explore drivers of engagement and discuss how various stakeholders in influencer advertising can use the PE score in a scalable way to manage content, align incentives, and improve efficiency.

2. 在陌生人的陪伴下：网络游戏环境下匿名同伴的社会影响力

原标题：In the Company of Strangers: Social Influence from Anonymous Peers in Online Game Settings

期刊：Journal of Consumer Research

作者：Wooyong Jo, Sarang Sunder, Jeonghye Choi, Minakshi Trivedi

出版时间：2025-01-02

DOI：10.1093/jcr/ucae075

摘要：

在日益互联的市场中，消费者之间的社交互动，尤其是在数字商品消费方面，已经变得司空见惯。因此，了解此类互动对消费者行为的影响具有重大的学术和实践者意义。这项研究关注的是社会影响的一个重要但研究不足的方面，以及可能驱动同伴效应的潜在机制。利用一个大规模的在线点对点游戏的背景，我们估计了匿名点产生的点效应。研究结果表明，匿名同龄人对自己的购买行为有着强大而显著的影响。此外，我们发现，即使在竞争激烈的在线游戏环境中，匿名同伴产生的同伴效应在很大程度上是由信息原因驱动的，而不是竞争担忧。也就是说，玩家依赖他人的购买决定，尽管匿名；此外，对于缺乏背景知识、经验不足的玩家来说，这种影响更为明显。为了证明在网络游戏环境中利用同伴影响性质的有效性，我们提供了一个使用干预模拟的说明性示例。最后，我们讨论了我们的发现对营销学术界和电子游戏行业从业人员的影响。

Abstract: 

Social interactions among consumers, especially in the consumption of digital goods, have become commonplace in an increasingly interconnected marketplace. As such, understanding the impact of such interactions on consumer behavior carries major academic and practitioner significance. This research focuses on an important but under-researched aspect of social influence and the underlying mechanisms that may be driving peer effects. Using the context of a massive online peer-to-peer game, we estimate peer effects arising from anonymous peers. The findings suggest a robust and significant influence of anonymous peers on one’s own purchase behavior. Further, we find that peer effects arising from anonymous peers are largely driven by informational reasons as opposed to competitive concern even in a competitive online gaming context. That is, players rely on others’ purchase decisions despite anonymity; moreover, such influence is more pronounced for inexperienced players with little contextual knowledge. To demonstrate the effectiveness of leveraging the nature of peer influence in online game settings, we provide an illustrative example using an intervention simulation. Finally, we discuss the implications of our findings for marketing academia and practitioners in the video game industry.

3. 搜索疲劳、选择延迟和关闭

原标题：Search Fatigue, Choice Deferral, and Closure

期刊：Marketing Science

作者：Z. Eddie Ning, J. Miguel Villas-Boas, Yunfei (Jesse) Yao

出版时间：2025-01-03

DOI：10.1287/mksc.2023.0275

摘要：

在收集信息进行决策时，个人往往不得不推迟决策，因为收集信息的过程被打断，个人还没有做好做出决策的准备。本文考虑了一种基于时变搜索成本、潜在基于搜索疲劳的选择延迟模型，其中个体必须在考虑当前可用信息以及何时能够恢复收集信息的情况下，战略性地决定在信息收集中断时是否延迟选择。我们发现，当信息收集被中断的频率较低，当个人能够更快地恢复收集信息，以及当他们对未来的贴现较少时，个人更有可能推迟选择。我们还考虑了个人因重新开始信息收集过程而产生费用的情况，以及个人对搜索疲劳程度有更多或更少信息的情况。论文还考虑了最优定价、用户界面设计和重定目标决策，并展示了它们应该如何响应消费者浏览会话的长度和浏览会话之间的间隙。本文阐述了在搜索过程中建模疲劳和中断的重要性。

Abstract: 

When gathering information to make decisions, individuals often have to delay making a decision because the process of gathering information is interrupted, and the individual is not yet ready to make a decision. The paper considers a model of choice deferral based on time-varying search costs, potentially based on search fatigue, in which individuals have to strategically decide whether to defer choice when information gathering is interrupted, taking into account the current available information, and when they will be able to resume gathering information. We find that individuals are more likely to defer choice when information gathering is interrupted less frequently, when individuals can resume gathering information sooner, and when they discount the future less. We also consider the case in which individuals incur costs of restarting a process of information gathering and cases in which the individual has greater or less information about the extent of search fatigue. The paper also considers optimal pricing, user interface design, and retargeting decisions, and it shows how they should respond to the length of consumer browsing sessions and gaps between browsing sessions. The paper illustrates the importance of modeling fatigue and interruptions in the search process.

4. 知识可以定价时理解用户的内容贡献行为

原标题：Understanding Users’ Content Contribution Behavior When Knowledge Can Be Priced

期刊：Marketing Science

作者：Ziwei Cong, Ying Zhao, Zilei Zhang

出版时间：2025-01-20

DOI：10.1287/mksc.2022.0205

摘要：

随着创作者经济的兴起，内容平台正在探索创作者将内容货币化的方式。一种越来越流行的方法是，让内容创作者能够直接向观众提供付费内容。本文研究给予创作者提供付费内容的选择是否会影响他们贡献免费内容的动机。我们的背景是一个在线知识共享平台，它最初是一个基于用户自愿捐款的问答社区，后来推出了一个项目，允许参与者通过举办付费直播活动来赚钱。我们发现，在项目宣布后，参与者贡献答案的动机重新点燃，而非参与者的贡献持续下降。进一步分析显示，对于不太成熟的参与者或面临更激烈竞争的参与者，项目公告的激励效应更为显著。此外，我们还显示，参与者根据付费活动的时间和主题调整答案贡献。这些结果表明，参与者战略性地利用免费内容来提升自己的声誉，并为其付费内容吸引“眼球”。我们将讨论我们的发现对内容平台和内容创作者的影响。

Abstract: 

With the rise of the creator economy, content platforms are exploring ways for creators to monetize their content. An increasingly popular approach is enabling content creators to offer paid content directly to viewers. This paper studies whether giving creators the option of providing paid content influences their incentives to contribute free content. Our setting is an online knowledge-sharing platform, which started out as a Q&A community based on users’ voluntary contributions and later introduced a program that allows participants to monetize their expertise by hosting paid live events. We find that participant motivations for contributing answers are rekindled after the program announcement, whereas the contributions of the nonparticipants continue to decrease. Further analysis shows that the motivating effect of program announcement is more pronounced for less established participants or participants facing more intense competition. Moreover, we show that participants adjust their answer contributions according to the time and topics of their paid events. These results suggest that participants strategically leverage free content to boost their reputation and attract “eyeballs” for their paid content. We discuss the implications of our findings for content platforms and content creators.

5. YouTube影响者的对立影响：电子游戏行业的购买和使用效应

原标题：Opposing Influences of YouTube Influencers: Purchase and Usage Effects in the Video Game Industry

期刊：Marketing Science

作者：Nan Li, Avery Haviv, Mitchell J. Lovett

出版时间：2025-01-28

DOI：10.1287/mksc.2021.0242

摘要：

有影响力的人通过在社交媒体平台上发布视频等内容来推广公司的产品。对于娱乐产品，这些帖子可以替代或补充原有娱乐产品的需求。我们研究视频游戏，这是最大的娱乐产品类别，占YouTube流量的三分之一，使用了数千款视频游戏的大型每日面板数据集。利用YouTube上被称为“Adpocalypse”的供应冲击，我们衡量影响者视频对游戏购买和使用的影响。我们提供了看似因果关系的证据，表明平均而言，有影响力的视频帖子取代了电子游戏，用于购买，但补充了使用。我们还发现，不同公司的影响力效应不同。管理者可以利用这些结果，将他们面临的影响者效应与其收入模型相匹配，例如在面对使用补充时使用游戏内购买或订阅模型。

Abstract: 

Influencers promote firms’ products by posting content such as videos on social media platforms. For entertainment products, these posts could substitute or complement demand for the original entertainment product. We study video games, the largest entertainment product category comprising one third of YouTube traffic, using a large daily panel data set on thousands of video games. Leveraging a supply shock on YouTube called the “Adpocalypse,” we measure the impact of influencer videos on purchase and usage of games. We provide plausibly causal evidence that, on average, influencer video posts substitute to video games for purchases but complement for usage. We also find that influencer effects differ across firms. Managers can use these results to align the influencer effects they face with their revenue models, such as using in-game purchases or a subscription model when facing complements on usage.

6. 当多样性事与愿违：多元文化多样性对品牌感知的不对称作用

原标题：When Diversity Backfires: The Asymmetric Role of Multicultural Diversity on Brand Perception

期刊：Journal of Consumer Research

作者：Esther Uduehi, Julian K Saint Clair, Mitchell Hamilton, Americus Reed；II

出版时间：2025-01-28

DOI：10.1093/jcr/ucae068

摘要：

品牌通过在营销活动中展示文化多样性，将市场扩大到新消费者手中，但风险尚不清楚。本文探讨了品牌特征在多元文化多样性中的作用。我们的研究结果表明，当品牌发起新的多元文化多样性运动时，如果品牌最初关注的是非边际化消费者的需求，可能会受到欢迎。然而，对于关注边缘化消费者需求的品牌（即边缘化聚焦品牌）而言，这样的活动可能会被视为卖空，从而对消费者的反应产生负面影响。六项针对美国黑人和白人消费者的研究探索了这一新颖的“卖空效应”，涵盖了各种产品类别，以及相应的行为。将包容性确定为关键机制，探讨缓解策略，并讨论其对理论和实践的影响。研究结果突显了多元化营销的重要性，理解消费者和品牌的边缘化，以及考虑种族和民族的研究需求。

Abstract: 

Brands are expanding their market to new consumers by displaying cultural diversity in marketing campaigns—but the risks are unclear. This article explores the role of the brand’s characteristics in multicultural diversity. Our findings suggest that when brands launch a new multicultural diversity campaign, it may be well-received if the brand’s original focus was on the needs of nonmarginalized consumers. However, for brands with a focus on the needs of marginalized consumers (i.e., marginalized-focused brands), such a campaign may be perceived as selling out, thereby negatively impacting consumers’ reactions. Six studies with Black and White U.S. consumers explore this novel “sellout effect” across various product categories and for consequential behaviors. Inclusion is identified as a key mechanism, mitigation strategies are explored, and implications for theory and practice are discussed. Findings highlight the importance of diversity marketing, understanding marginalization for consumers and brands, and the need for research that considers race and ethnicity.

7. 选择超载与长尾：对价集合与线上平台购买

原标题：Choice Overload and the Long Tail: Consideration Sets and Purchases in Online Platforms

期刊：Manufacturing and Service Operations Management

作者：Diego Aparicio, Drazen Prelec, Weiming Zhu

出版时间：2025-01-23

DOI：10.1287/msom.2021.0318

摘要：

问题定义：本文使用在线旅游平台的实证点击流数据，研究购物漏斗中的摩擦。我们分析了（a）客户的异构搜索和购买行为，以及（b）他们对产品组合规模变化的反应。然后我们开发了一个先考虑后选择的模型来概括我们的发现。方法学/结果：我们将在线客户旅程描述为一个两阶段的先考虑后选择框架。在考虑阶段，我们分析了考虑集的形成，并表明对产品组合的异质性熟悉放大了选项的数量；在购买阶段，它推动了对利基和热门选择的偏好。一项现实世界的高风险实地实验显示，缩减菜单会产生好坏参半的结果：一些客户为长尾突出市场，另一些客户则反映选择超载。最后，我们构建了一个心理丰富的“先考虑后选择”模型，其中（a）对产品特征的异质偏好，以及（b）由搜索疲劳调节的异质搜索成本，理论上刻画了对考虑集和转换率的影响。管理含义：识别购物漏斗中的摩擦对在线平台至关重要，尤其是当痛点伤害点击率或转化率时。哪些选项对哪些用户重要？合适的品种尺寸是多少？尽管在线平台可以提供几乎无限的产品组合，但经理们可能会假设环境没有摩擦，但情况并非总是如此。我们的发现为通过考虑异质偏好和有界理性的启发来改善客户旅程提供了洞见。

Abstract: 

Problem definition: This paper examines frictions in the shopping funnel using empirical clickstream data from an online travel platform. We analyze (a) customers’ heterogeneous search and purchase behaviors and (b) their reactions to changes in assortment size. We then develop a consider-then-choose model to generalize our findings. Methodology/results: We characterize the online customer journey as a two-stage consider-then-choose framework. In the consider stage, we analyze the consideration set formation and show that heterogeneity—familiarity with the assortment—amplifies the number of options; in the purchase stage, it drives preferences for niche versus popular choices. A real-world high-stakes field experiment reveals that shrinking the menu produces mixed results: highlighting the market for the long-tail for some customers and reflecting choice overload for others. Finally, we build a psychologically rich consider-then-choose model with (a) heterogeneous preferences for product features and (b) heterogeneous search costs moderated by search fatigue, theoretically characterizing the impact on consideration sets and conversion rates. Managerial implications: Identifying frictions in the shopping funnel is critical for online platforms, especially when pain points hurt click-through or conversion rates. Which options matter to which users? What is the right assortment size? Although online platforms can offer virtually unlimited assortments, managers may assume frictionless environments—which is not always the case. Our findings offer insights into improving the customer journey by considering heterogeneous preferences and boundedly rational heuristics.