Meta-Analytic Generalizations in Marketing
(A2024-118426)

AUTHORS

Tammo Bijmolt, University of Groningen; Chenming Peng, University of International Business and Economics; Franziska Völckner, University of Cologne

ABSTRACT

Empirical generalizations by means of meta-analysis methods allow for an efficient and systematic dissemination of scientific knowledge. Typically, a meta-analytic review provides a novel conceptual framework, a concise overview regarding the state-of-knowledge about a topic, and directions for further research. The objective of this special session is to bring together researchers interested in conducting meta-analysis for empirical generalizations and researchers interested in the results of recent studies providing such generalizations on important marketing phenomena. This special session includes the following presentations (first authors presenting): Liadeli, Sotgiu, and Verlegh: The Owned Social Media Value Chain: A Meta-Analysis on the Chain of Effects from Brand Owned Social Media to Consumer Buying Behavior. This meta-analysis analyzes the impact of owned social media on consumer buying behavior via social media engagement, earned social media, and brand associations. We find that the average correlation between owned social media and social media engagement is .295, earned social media is .363, brand association is .363, and consumer buying behavior is .270. The results indicate that owned social media affects social media engagement and earned social media (reach), and together they influence brand associations (memory), which is the primary driver of consumer buying behavior. Viets and Völckner: A Meta-Analysis on the Influence of Green Attitudes on Green Consumer Responses. This meta-analysis addresses the questions to what extent and under which conditions green attitudes translate into green consumer responses. Based on the theory of planned behavior, we derive a conceptual framework of theoretical factors that may affect this attitude-consumer response relationship. The findings show a small and significantly positive association between green attitudes and green consumer responses (r ̅ =.271). The size of this relationship depends more strongly on “consumer response characteristics,” “attitude characteristics,” and “sources of subjective norms” than on “influences on perceived behavioral control.” Edeling, Ferraz Teixeira, Mafael, and Van Vaerenbergh: Which Marketing Event has the Largest Firm Value Impact? A Meta-Analysis. This meta-analysis addresses the following research questions: (1) What is the overall impact of marketing events on firm value?; (2) Do different types of marketing events have different effects on firm value?; (3) What explains the heterogeneity in the impact of types of marketing events on firm value? Preliminary results show the following: (1) The mean ACAAR across all marketing events is .906%; (2) firm value changes are strongest for new product development and partnership events and weakest for communication and customer events; (3) investor responses are stronger for business-to-business and manufacturing firms. Peng, Bijmolt, and Völckner: The Impact of Marketing Crises on Firm Value: A Meta-Analysis. We conducted a meta-analysis to synthesize the literature on marketing crises effects on firm value. We integrate a large number of effect sizes from the fields of marketing, finance, and supply chain management. The findings answer the following questions: (1) Whether and to what extent does a marketing crisis in a firm influence its stock return? (2) What is the impact of factors related to the crisis, the firm, and the market on the effect of a marketing crisis on stock market responses?