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Die Bewerbung von Rabattaktionen im Lebensmitteleinzelhandel verlagert sich von Flugblättern und Prospekten hin zu alternativen Medienkanälen, beispielsweise Print- und digitalen Anzeigen. Welche dieser Formen verspricht für Hersteller und Handel den größten Erfolg? Unsere Forschung zeigt erste Ergebnisse, die dieser Forschungsbericht zusammenfasst.
Preaching to the choir
(2024)
Green influencers are crucial in promoting sustainable lifestyles, but their impact may vary depending on their audience. Their behavioral effect might be limited if they were mainly “preaching to the choir” of like-minded green followers who likely already consume sustainably. The purpose of this research is to (1) investigate the communication practices of green influencers and their followers as an indicator of their green attitudes (and a potential influencer-follower attitude fit) and (2) understand the effect of consumer green attitudes on their response to green influencer messages. Field data reveal the high influencer-follower fit in green attitudes in that they mostly talk about green topics. Two experiments with real and fictional influencers show the negative implications of this attitude fit: the effect of green influencer posts on consumers’ usage intention is weaker when these consumers have similar green attitudes as the influencers (fit), whereas the effect is stronger when these posts reach a non-green audience (non-fit). This implies that green influencers should focus on reaching a non-green audience when promoting green consumption; alternatively, green behavioral intentions might increase through sustainable messages from non-green (e.g., beauty) influencers.
Mit der erneuten Insolvenz von Galeria-Karstadt-Kaufhof fragen sich viele Städte, welche Auswirkungen eine mögliche Schließung „ihres“ Warenhauses auf die Innenstadt hat. Auf Basis von Daten vergangener Galeria-Karstadt-Kaufhof-Schließungen wagt dieser Beitrag wagt eine erste grobe Analyse der Auswirkung einer Warenhausschließung auf Besucherfrequenzen in der Innenstadt.
Adbusting
(2024)
A subversive phenomenon is challenging advertisers and brand managers: adbusting, a form of activism that alters existing brand communication (e.g., a billboard ad) to promote social/political issues (e.g., pro-environmental behavior) or denounces the targeted brand (e.g., its labor standards). We conceptualize the effect of adbusting on consumers and provide empirical evidence that adbusting has ambiguous effects on consumers' brand perception. On the one hand, the incongruency of the message with consumers' existing brand schemata raises ad awareness. On the other hand, the effect of an adbust on subsequent cognitive and behavioral outcomes depends on the content of the adbust: if the brand itself is targeted (vs. a social or political issue), brand perception, word-of-mouth, and purchase intention are negatively affected. This negative effect is mitigated if the adbust targets a social/political issue. In a mixed-method design, we use a panel of real-world adbusts (Pilot Study) and four experimental studies (Studies 1–4) to shed light on these effects.
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.
Sogenannte „nachhaltige Influencer“ versuchen durch Posts in den sozialen Medien zu nachhaltigem Verhalten und Konsum zu motivieren. Doch posten nachhaltige Influencer richtig? Unsere aktuellen Forschungsergebnisse zeigen, dass Zielgruppe und Zeitpunkt der Influencer-Posts eine entscheidende Rolle spielen und Verbesserungspotential besteht.
Lieferdienste
(2024)
Rewe-Produkte verfügbar auf Flink, Flink listet auf Lieferando — mal liefert Flink mal Lieferando aus. Nicht nur in Leipzig sind viele erstaunt über die neuen Kooperationen im Markt für Lieferdienste. Flink sichert sich frisches Kapital und spricht von „bevorzugter Partnerschaft“ mit Lieferando. Kommt die dritte Welle der Marktbereinigung?
This research explores the characteristics of green influencer messages on follower engagement by examining the interplay between message framing (gain vs. loss), construal level (high vs. low), and post timing (weekdays vs. weekends). Green influencers (also: greenfluencers or sustainable influencers) are considered a key agent for a change to more sustainable consumption. A pilot field study of 1000 green influencers, however, indicates that the current communication practices of green influencers (which strongly focus on gain frames, low construal, and posts during the week) are not ideal for maximizing engagement and sustainable behavioral intentions. Two experiments replicate this finding and establish the process through which green influencer posts affect engagement: gain frames increase fluency, which increases engagement; low construal levels decrease psychological distance, which increases engagement. Timing moderates these processes in that weekend posts increase the engagement with gain frames and week posts increase the engagement with low-construal frames. These findings highlight that there is no silver bullet in green influencer messages, but that green influencers need to adapt the framing and construal of their messages to the posts' timing to increase their contribution to more sustainable lifestyles and the greater good.
Der B2B-Onlinehandel kann als „schlafender Riese“ bezeichnet werden, der im Potential zwar deutlich größer ist als der B2C-Handel, aber bisher relativ wenig Aufmerksamkeit erfahren hat. Die Wachstumsaussichten für diesen Markt übersteigen die des B2C-Onlinehandels, da bisher ein viel geringerer Teil des B2B-Handels in Onlineshops abgewickelt wird.
Trotz dieses Marktpotentials gibt es bisher relativ wenige Studien zu Einflussfaktoren auf die Kundenzufriedenheit im B2B-Onlinehandel.
Die vorliegende Untersuchung widmet sich der Betrachtung von Zahlungsmitteln als eine wichtige Komponente im Kaufprozess.