Suggested reading June 2016: a digest of new marketing literature

1. ‘Hashtags and handshakes: consumer motives and platform use in brand-consumer interactions’

Journal of Consumer Marketing, Vol. 33, Issue 2, 2016

This study examines the nature of brand-consumer interactions across social, online and physical platforms, looking specifically at consumer motives for initiating conversations with brands.

The researchers asked 102 people to record their brand interactions over a two-month period, analysing the platform used and the motivation for engaging with the brand, from promotions to purchase and browsing.

Researchers conclude that consumers interact with brands based on 10 motive categories, indicating the importance for brands to communicate across multiple platforms.

2. ‘The new rules of engagement’

International Journal of Market Research, Vol. 58, No. 3, June 2016

With 70% of millennials expecting to work independently in the future, researchers analysed the disparity between what traditional employers are offering and what millennial employees want.

To appeal to future generations, the study suggests market researchers need to redefine
archaic processes and adopt a ‘millennial mindset’, which values flexibility, incentivisation and a new sense of belonging. The study explores how market researchers can tap into the startup mentality to better attract and retain top emerging talent.

3. ‘Sometimes a celebrity holding a negative public image is the best product endorser’

European Journal of Marketing, Vol. 50, Issue 3/4, 2016

Researchers examine women’s reactions to celebrity endorsers with positive and negative public images, and the consequences on their purchase intentions.

The analysis shows that celebrities with a positive public image decrease the consumer’s sense of self-esteem, making them less likely to purchase the endorsed product.

By contrast, being exposed to a celebrity with a negative public image increases the consumer’s temporal self-esteem, indicating that brands hoping not to make women feel inadequate could consider using celebrities with a negative public image.