Weiger, Welf H.

[["dc.bibliographiccitation.firstpage","133"],["dc.bibliographiccitation.issue","1"],["dc.bibliographiccitation.journal","Journal of Service Management"],["dc.bibliographiccitation.lastpage","156"],["dc.bibliographiccitation.volume","28"],["dc.contributor.author","Weiger, Welf H."],["dc.contributor.author","Wetzel, Hauke A."],["dc.contributor.author","Hammerschmidt, Maik"],["dc.date.accessioned","2020-12-10T18:26:12Z"],["dc.date.available","2020-12-10T18:26:12Z"],["dc.date.issued","2017"],["dc.description.abstract","Purpose - The proliferation of online brand communities has shifted control over brands from firms to consumers. Demonstrating how marketers can stimulate consumers to use these opportunities and engage with the brand in such communities, the purpose of this paper is to address the effectiveness of normative and utilitarian appeals commonly employed in practice for enhancing engagement intensity and brand equity in turn. Design/methodology/approach - This paper presents two studies at an individual user level. The first study builds on matched data on marketing actions, user behavior, and user perceptions from a Facebook brand community. The second study uses an experiment with members of a firm-hosted online brand community. The authors employ seemingly unrelated regressions while controlling for self-selection. Findings - Marketer-generated appeals have a positive effect on brand equity that is mediated by engagement intensity. However, the strength of these effects depends highly on community, user, and relationship characteristics. Practical implications - Generally speaking, marketer-generated appeals are effective tools for marketers to build brand equity through enhanced user engagement. However, their effectiveness can be improved when managers use a targeted approach. To offer precise managerial guidance, this paper shows how entertainment value, content consumption asymmetry (e.g. whether a user prefers user-generated content over marketer-generated content), and membership duration increase or lower the impact of appeals in building the brand through engagement intensity. Originality/value - The authors provide evidence that appeals designed to drive user engagement in online brand communities are effective tools for boosting brand equity."],["dc.identifier.doi","10.1108/JOSM-11-2015-0378"],["dc.identifier.isi","000398073800006"],["dc.identifier.issn","1757-5818"],["dc.identifier.uri","https://resolver.sub.uni-goettingen.de/purl?gro-2/75989"],["dc.language.iso","en"],["dc.notes.intern","DOI Import GROB-354"],["dc.notes.status","zu prüfen"],["dc.notes.submitter","PUB_WoS_Import"],["dc.publisher","Emerald Group Publishing Ltd"],["dc.relation.issn","1757-5826"],["dc.relation.issn","1757-5818"],["dc.title","Leveraging marketer-generated appeals in online brand communities"],["dc.title.alternative","An individual user-level analysis"],["dc.type","journal_article"],["dc.type.internalPublication","yes"],["dc.type.peerReviewed","yes"],["dc.type.status","published"],["dspace.entity.type","Publication"]]

[["dc.bibliographiccitation.firstpage","353"],["dc.bibliographiccitation.journal","Journal of Business Research"],["dc.bibliographiccitation.lastpage","364"],["dc.bibliographiccitation.volume","106"],["dc.contributor.author","Wolf, Tobias"],["dc.contributor.author","Weiger, Welf H."],["dc.contributor.author","Hammerschmidt, Maik"],["dc.date.accessioned","2020-12-10T14:24:54Z"],["dc.date.available","2020-12-10T14:24:54Z"],["dc.date.issued","2020"],["dc.identifier.doi","10.1016/j.jbusres.2018.12.058"],["dc.identifier.issn","0148-2963"],["dc.identifier.uri","https://resolver.sub.uni-goettingen.de/purl?gro-2/72377"],["dc.language.iso","en"],["dc.notes.intern","DOI Import GROB-354"],["dc.title","Experiences that matter? The motivational experiences and business outcomes of gamified services"],["dc.type","journal_article"],["dc.type.internalPublication","yes"],["dspace.entity.type","Publication"]]

[["dc.bibliographiccitation.firstpage","472"],["dc.bibliographiccitation.issue","2"],["dc.bibliographiccitation.journal","International Journal of Research in Marketing"],["dc.bibliographiccitation.lastpage","491"],["dc.bibliographiccitation.volume","38"],["dc.contributor.author","Wolf, Tobias"],["dc.contributor.author","Jahn, Steffen"],["dc.contributor.author","Hammerschmidt, Maik"],["dc.contributor.author","Weiger, Welf H."],["dc.date.accessioned","2021-08-12T07:46:20Z"],["dc.date.available","2021-08-12T07:46:20Z"],["dc.date.issued","2021"],["dc.identifier.doi","10.1016/j.ijresmar.2020.06.001"],["dc.identifier.pii","S0167811620300525"],["dc.identifier.uri","https://resolver.sub.uni-goettingen.de/purl?gro-2/88681"],["dc.language.iso","en"],["dc.notes.intern","DOI Import GROB-448"],["dc.relation.issn","0167-8116"],["dc.title","Competition versus cooperation: How technology-facilitated social interdependence initiates the self-improvement chain"],["dc.type","journal_article"],["dc.type.internalPublication","yes"],["dspace.entity.type","Publication"]]

[["dc.bibliographiccitation.firstpage","1808"],["dc.bibliographiccitation.issue","9"],["dc.bibliographiccitation.journal","European Journal of Marketing"],["dc.bibliographiccitation.lastpage","1832"],["dc.bibliographiccitation.volume","53"],["dc.contributor.author","Weiger, Welf H."],["dc.contributor.author","Wetzel, Hauke A."],["dc.contributor.author","Hammerschmidt, Maik"],["dc.date.accessioned","2020-12-10T18:26:09Z"],["dc.date.available","2020-12-10T18:26:09Z"],["dc.date.issued","2019"],["dc.identifier.doi","10.1108/EJM-10-2017-0777"],["dc.identifier.issn","0309-0566"],["dc.identifier.issn","0309-0566"],["dc.identifier.uri","https://resolver.sub.uni-goettingen.de/purl?gro-2/75971"],["dc.language.iso","en"],["dc.notes.intern","DOI Import GROB-354"],["dc.title","Who’s pulling the strings?"],["dc.title.alternative","The motivational paths from marketer actions to user engagement in social media"],["dc.type","journal_article"],["dc.type.internalPublication","yes"],["dspace.entity.type","Publication"]]

[["dc.bibliographiccitation.issue","ahead-of-print"],["dc.bibliographiccitation.journal","Journal of Service Management"],["dc.bibliographiccitation.volume","ahead-of-print"],["dc.contributor.author","Mozafari, Nika"],["dc.contributor.author","Weiger, Welf H."],["dc.contributor.author","Hammerschmidt, Maik"],["dc.date.accessioned","2021-07-05T14:57:39Z"],["dc.date.available","2021-07-05T14:57:39Z"],["dc.date.issued","2021"],["dc.description.abstract","Purpose Chatbots are increasingly prevalent in the service frontline. Due to advancements in artificial intelligence, chatbots are often indistinguishable from humans. Regarding the question whether firms should disclose their chatbots' nonhuman identity or not, previous studies find negative consumer reactions to chatbot disclosure. By considering the role of trust and service-related context factors, this study explores how negative effects of chatbot disclosure for customer retention can be prevented. Design/methodology/approach This paper presents two experimental studies that examine the effect of disclosing the nonhuman identity of chatbots on customer retention. While the first study examines the effect of chatbot disclosure for different levels of service criticality, the second study considers different service outcomes. The authors employ analysis of covariance and mediation analysis to test their hypotheses. Findings Chatbot disclosure has a negative indirect effect on customer retention through mitigated trust for services with high criticality. In cases where a chatbot fails to handle the customer's service issue, disclosing the chatbot identity not only lacks negative impact but even elicits a positive effect on retention. Originality/value The authors provide evidence that customers will react differently to chatbot disclosure depending on the service frontline setting. They show that chatbot disclosure does not only have undesirable consequences as previous studies suspect but can lead to positive reactions as well. By doing so, the authors draw a more balanced picture on the consequences of chatbot disclosure."],["dc.description.abstract","Purpose Chatbots are increasingly prevalent in the service frontline. Due to advancements in artificial intelligence, chatbots are often indistinguishable from humans. Regarding the question whether firms should disclose their chatbots' nonhuman identity or not, previous studies find negative consumer reactions to chatbot disclosure. By considering the role of trust and service-related context factors, this study explores how negative effects of chatbot disclosure for customer retention can be prevented. Design/methodology/approach This paper presents two experimental studies that examine the effect of disclosing the nonhuman identity of chatbots on customer retention. While the first study examines the effect of chatbot disclosure for different levels of service criticality, the second study considers different service outcomes. The authors employ analysis of covariance and mediation analysis to test their hypotheses. Findings Chatbot disclosure has a negative indirect effect on customer retention through mitigated trust for services with high criticality. In cases where a chatbot fails to handle the customer's service issue, disclosing the chatbot identity not only lacks negative impact but even elicits a positive effect on retention. Originality/value The authors provide evidence that customers will react differently to chatbot disclosure depending on the service frontline setting. They show that chatbot disclosure does not only have undesirable consequences as previous studies suspect but can lead to positive reactions as well. By doing so, the authors draw a more balanced picture on the consequences of chatbot disclosure."],["dc.identifier.doi","10.1108/JOSM-10-2020-0380"],["dc.identifier.uri","https://resolver.sub.uni-goettingen.de/purl?gro-2/87699"],["dc.language.iso","en"],["dc.notes.intern","DOI-Import GROB-441"],["dc.relation.issn","1757-5818"],["dc.title","Trust me, I'm a bot – repercussions of chatbot disclosure in different service frontline settings"],["dc.type","journal_article"],["dc.type.internalPublication","yes"],["dspace.entity.type","Publication"]]

[["dc.bibliographiccitation.firstpage","1095"],["dc.bibliographiccitation.issue","6"],["dc.bibliographiccitation.journal","Journal of the Academy of Marketing Science"],["dc.bibliographiccitation.lastpage","1115"],["dc.bibliographiccitation.volume","48"],["dc.contributor.author","Kraemer, Tobias"],["dc.contributor.author","Weiger, Welf H."],["dc.contributor.author","Gouthier, Matthias H. J."],["dc.contributor.author","Hammerschmidt, Maik"],["dc.date.accessioned","2020-12-10T14:14:17Z"],["dc.date.available","2020-12-10T14:14:17Z"],["dc.date.issued","2020"],["dc.identifier.doi","10.1007/s11747-019-00715-0"],["dc.identifier.eissn","1552-7824"],["dc.identifier.issn","0092-0703"],["dc.identifier.uri","https://resolver.sub.uni-goettingen.de/purl?gro-2/71319"],["dc.language.iso","en"],["dc.notes.intern","DOI Import GROB-354"],["dc.title","Toward a theory of spirals: the dynamic relationship between organizational pride and customer-oriented behavior"],["dc.type","journal_article"],["dc.type.internalPublication","yes"],["dspace.entity.type","Publication"]]

[["dc.bibliographiccitation.issue","ahead-of-print"],["dc.bibliographiccitation.journal","Journal of Service Management"],["dc.bibliographiccitation.volume","ahead-of-print"],["dc.contributor.author","Giertz, Johann N."],["dc.contributor.author","Hollebeek, Linda D."],["dc.contributor.author","Weiger, Welf H."],["dc.contributor.author","Hammerschmidt, Maik"],["dc.date.accessioned","2022-04-01T10:00:28Z"],["dc.date.available","2022-04-01T10:00:28Z"],["dc.date.issued","2022"],["dc.description.abstract","Purpose Corporate brands increasingly use influential, high reach human brands (e.g. influencers, celebrities), who have strong parasocial relationships with their followers and audiences, to promote their offerings. However, despite emerging understanding of the benefits arising from human brand-based campaigns, knowledge about their potentially negative effects on the corporate brand remains limited. Addressing this gap, this paper deepens insight into the potential risk human brands pose to corporate brands. Design/methodology/approach To explore these issues, this conceptual paper reviews and integrates literature on consumer brand engagement, human brands, brand hijacking and parasocial relationships. Findings Though consumers' favorable human brand associations can be used to improve corporate brand outcomes, they rely on consumers' relationship with the endorsing human brand. Given the dependency of these brands, human brand-based marketing bears the risk that the human brand (vs the firm) “owns” the consumer's corporate brand relationship, which the authors coin relationship hijacking. This phenomenon can severely impair consumers' engagement and relationship with the corporate brand. Originality/value This paper sheds light on the role of human brands in strategic brand management. Though prior research has highlighted the positive outcomes accruing to the use of human brands, the authors identify its potential dark sides, thus exposing pivotal insight."],["dc.identifier.doi","10.1108/JOSM-06-2021-0211"],["dc.identifier.uri","https://resolver.sub.uni-goettingen.de/purl?gro-2/105438"],["dc.language.iso","en"],["dc.notes.intern","DOI-Import GROB-530"],["dc.relation.issn","1757-5818"],["dc.title","The invisible leash: when human brands hijack corporate brands' consumer relationships"],["dc.type","journal_article"],["dc.type.internalPublication","yes"],["dspace.entity.type","Publication"]]