A theory of multiformat communication: mechanisms, dynamics, and strategies

Moffett, Jordan W.; Folse, Judith Anne Garretson; Palmatier, Robert W.

doi:10.1007/s11747-020-00750-2

Cited by 36 publications

(64 citation statements)

References 88 publications

(184 reference statements)

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“…Our research agenda not only identifies interfirm and firm-level research opportunities but also identifies several substantive research questions related to sales management and personal selling. Taken together, our focus on dyadic and multiadic exchange complements macro and monadic perspectives in recent empirical and conceptual work on technology-enabled interactions in digital environments (Köhler et al, 2011 ; Lemon & Verhoef, 2016 ; Moffett et al, 2020 ; Singh et al, 2019 , 2020 ; Yadav & Pavlou, 2014 , 2020 ). Our contributions are at the level of relationships and theory, unpacking how these shifts fundamentally change the relationships among important constructs in the domain of buyer–seller interactions and providing a useful road map for future research.…”

mentioning

confidence: 82%

“…While face-to-face remains the preferred mode of interaction, multiple media can be used during different stages of the interaction (Moffett et al, 2020 ). For example, simple logistical tasks can be handled through email, sensitive or relational communication can remain face-to-face, and video conferencing can satisfy urgencies that might arise in certain stages of the interaction.…”

Section: Informational and Technological Shiftsmentioning

confidence: 99%

“…Drawing from communication theories, Moffett et al ( 2020 ) propose a characteristic-level framework to study multi-format communication strategies. The framework unpacks the black box by delineating how six characteristics of communication via different technologies influence firm performance, with communication outcomes (i.e., effectiveness, efficiency, and experience) as the underlying mechanisms.…”

Section: Existing Framework Of Buyer–seller Interactionsmentioning

confidence: 99%

“…Conceptually, communication is a specific form of interaction to exchange information, while interaction implies a reciprocal action or influence (Brown & Lee, 1994 ). Furthermore, although Moffett et al ( 2020 ) provide deep insights into how multiformat communication technologies influence communication outcomes, they have not fully captured how those technologies impact fundamental issues of buyer–seller interactions such as buyers and sellers’ roles, power, and aspirations that may precede communication outcomes in both B2C and B2B interactions.…”

Section: Existing Framework Of Buyer–seller Interactionsmentioning

confidence: 99%

“…Moreover, the increasing use of video-conferencing tools such as Zoom, Skype, and Microsoft Teams during the COVID-19 pandemic has made these platforms the main format for buyer–seller interactions around the world. The impact of technologies on marketing is visible across nearly every business sector and multi-format communications have become the norm (Grewal et al, 2020 ; Moffett et al, 2020 ).…”

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confidence: 99%

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The future of buyer–seller interactions: a conceptual framework and research agenda

Ahearne

Atefi

Lam

et al. 2021

J. of the Acad. Mark. Sci.

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The revolution in information availability and the advances in novel interaction technologies have ushered in two major shifts that call into question the traditional assumptions of buyer–seller interactions. First, buyer–seller information asymmetry has greatly decreased in many interactions. Second, face-to-face communication is no longer the main format of buyer–seller interactions. In this article, the authors review empirical research on how these shifts have changed buyer–seller negotiations, an important type of buyer–seller interactions. Several insights arise from this review. First, the shifts have caused fundamental changes in buyers’ and sellers’ roles, power, and aspirations and information processing. Second, the shifts and these fundamental changes together cause major changes in buyer–seller interactional processes and outcomes, including (1) change in buyers’ attitude and behavior, (2) change in sellers’ effectiveness in interacting with buyers, and (3) change in buyer–seller interactional processes. Based on these insights, the authors develop a research agenda to guide the reexamination of existing theories and the development of new theories of buyer–seller interactions.

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mentioning

confidence: 82%

Section: Informational and Technological Shiftsmentioning

confidence: 99%

Section: Existing Framework Of Buyer–seller Interactionsmentioning

confidence: 99%

Section: Existing Framework Of Buyer–seller Interactionsmentioning

confidence: 99%

mentioning

confidence: 99%

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The future of buyer–seller interactions: a conceptual framework and research agenda

Ahearne

Atefi

Lam

et al. 2021

J. of the Acad. Mark. Sci.

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Strong versus weak consumer‐brand relationships: Matching psychological sense of brand community and type of advertising appeal

Bauer

2022

Psychology and Marketing

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Consumer-brand relationships vary with regard to their degree of psychological connection to the brand. Some individuals may have a weak connection to the brand (e.g., general consumers), while others may possess a strong connection to the brand (e.g., brand community members). Marketers have yet to distinguish between the types of advertising appeals that are most effective for these different individuals.Hence, this research utilizes construal level theory to posit that consumers with a stronger [weaker] psychological sense of brand community will think about the brand more concretely [abstractly] and be more persuaded by utilitarian [symbolic] advertising appeals. Three original experiments reveal that a match between the degree of psychological sense of brand community and the type of advertising appeal directly influences favorable consumer attitudes, and subsequently consumer cognitions and behaviors. Furthermore, message elaboration is the process mechanism driving the effect of the match on favorable consumer attitudes, while relationship-oriented cultural values attenuate this effect. This research contributes to both theory and practice by providing new knowledge regarding which advertising appeals are the most effective for consumers with strong versus weak consumer-brand relationships.advertising appeals, brand response, construal level theory, psychological sense of brand community | INTRODUCTIONA brand's consumer segments have unique wants and needs, many of which vary depending on the strength of the relationship between the individual and the brand (Hanson et al., 2019). For example, some individuals may have a weak connection to the brand (e.g., general consumers), while others may possess a strong connection to the brand (e.g., brand community members). It is critical for marketers to speak directly to the needs of these different types of brand users to effectively influence their attitudes, thoughts, and behaviors. However, little is known regarding the unique persuasive effects of advertising appeals on individuals with different relationships to the brand, and marketers have yet to distinguish how their messages are processed by individuals when the strength of the consumer-brand relationship varies. This represents a significant gap in the literature as advertising is a vital tool in building consumer-brand relationships (Kirmani, 2009;Moffett et al., 2021). Since micro-scale factors of an advertisement (i.e., advertising appeals) are capable of impacting consumer attitudes (Bauer et al., 2022), it is necessary to identify if an advertising appeal's effectiveness changes depending on whether it is evaluated by an individual with a strong versus weak connection to the brand.

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When the recipe is more important than the ingredients: Unveiling the complexity of consumer use of voice assistants

Heirati,

Pitardi,

Temerak

2024

Psychology and Marketing

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The widespread use of voice assistants (VAs) creates a pressing need to understand what drives consumers to use different VAs. Existing studies have commonly focused on the net effects of antecedents that explain why consumers adopt or continue using VAs, ignoring the complexity of consumer behavior and the combinatorial effects of multiple antecedents. Our study proposes that consumer intention to continue using VAs does not depend on a single characteristic of products or consumers but on specific configurations of such characteristics. By integrating human–technology interaction and media richness theories, we suggest that consumers with distinct psychometric profiles and learning styles may evaluate humanlike and technological attributes of VAs differently. Our study shows that the complex interconnectedness between different VA attributes and consumer characteristics can provide a holistic understanding of why some consumers continue or stop using VAs. The results advance the media richness literature by offering novel insights into multimodality in consumer–technology interactions by examining consumer evaluations of single and multimodal VAs (e.g., smart speakers vs. touchscreen smart speakers). Our study provides templates for managers to effectively design VAs aligned with their segmentation and targeting strategies.

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A theory of multiformat communication: mechanisms, dynamics, and strategies

Cited by 36 publications

References 88 publications

The future of buyer–seller interactions: a conceptual framework and research agenda

The future of buyer–seller interactions: a conceptual framework and research agenda

Strong versus weak consumer‐brand relationships: Matching psychological sense of brand community and type of advertising appeal

When the recipe is more important than the ingredients: Unveiling the complexity of consumer use of voice assistants

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