Many businesses today adopt tweeting as a new form of product marketing. However, whether and how tweeting affects product demand remains inconclusive. The authors explore this question using a randomized field experiment on Sina Weibo, the top tweeting website in China. The authors collaborate with a major global media company and examine how the viewing of its TV shows is affected by (1) the media company's tweets about its shows, and (2) recruited Weibo influentials' retweets of the company tweets. The authors find that both company tweets and influential retweets increase show viewing, but in different ways. Company tweets directly boost viewing, whereas influential retweets increase viewing if the show tweet is informative. Meanwhile, influential retweets are more effective than company tweets in bringing new Weibo followers to the company, which indirectly increases viewing. The authors discuss recommendations on how to manage tweeting as a marketing tool.

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Highlights We aim to reconcile debate about the usefulness of consumer confidence (CC) indices. Contrary to prior research, we show that CC is not a singular construct. National CC affects price consciousness via personal CC and financial vulnerability. Locus of control moderates the effect of national CC on financial vulnerability. Implications relate to forecasting, marketing, and financial education/counselling.

In the rapidly changing business world, improving employee’s self-development level is of great importance for organizations to pursue sustainable development. The purpose of this study is to examine how and when job autonomy promotes employee’s self-development. Drawing from self-determination theory, we examined the effect of job autonomy on employee’s self-development, and the mediation role of intrinsic motivation in this relationship. Moreover, we argued that team connectivity strengthened the relationship between job autonomy and intrinsic motivation, and further moderated the indirect effect of job autonomy and self-employment via intrinsic motivation. Using a two-wave panel design, we collected data from a sample of 473 employees in China. The results indicated that job autonomy predicted employee’s self-development, and employee’s intrinsic motivation fully mediated this relationship. Team connectivity positively moderated the relationship between job autonomy and intrinsic motivation, and further moderated the mediation effect of intrinsic motivation. The theoretical and practical implications of this research are discussed along with the limitations and further research directions.

Purpose This study aims to explore the interdependent impacts of online word-of-mouth (WOM) and online ads on digital product adoptions, as well as their dynamic changes throughout the product life cycle. Design/methodology/approach This study adopted an empirical approach by using a unique data set of five mobile games launched between 2012 and 2014 provided by Renren Games Ltd. in China. Findings The results indicated that advertising generally has a positive impact on WOM. During the product life cycle, the influence on volume and variance gradually decreases, whereas the impact on valence increases over time. WOM (including WOM volume and WOM valence) and advertising both have positive impacts on game adoptions. They complement each other to shape adoptions throughout the product life cycle: advertising is more effective in encouraging adoptions in the early and later stages of the demand evolution process, whereas WOM has a greater impact on adoptions in the mid-stage. Practical implications This study provided detailed managerial recommendations on how to effectively integrate different types of marketing communication and optimize the investment strategy of online ads and online WOM in different stages of the product life cycle. Originality/value First, the study enriched the theory of digital marketing communication by studying the relationship between mass media (online ads), interpersonal media (online WOM) and product adoptions in the network context. Second, it provided an empirical basis for the inference of the dynamic development of media effect in the new product diffusion theory. Third, the results will be helpful to end the debate in current theoretical literature on whether there is a complementary or alternative relationship between the two effects. Last but not least, it enriched research on the antecedents and dynamic effects of online WOM.