Bidirectional Spillover Effects in Online Marketplaces: Interactions Between Seller and Marketplace Brands
(A2025-130341)

AUTHORS

Florian Weyerhäuser, Saarland University/Institue for Retailing and International Marketing (H.I.MA.); Bastian Popp, Saarland University

ABSTRACT

Online marketplaces have emerged as the most significant e-commerce segment, offering substantial benefits to both marketplace operators and their affiliated sellers. Traditionally, marketplace operators have prioritised enhancing their own marketplace brand, focusing consumer attention on the platform itself, while seller brands remained underemphasised. However, increasing recognition of the value of highlighting individual seller brand attributes has led operators to leverage these features actively. The present research provides insights into reciprocal spillover effects within online marketplaces. Two experimental studies were conducted to test whether an online marketplace brand can benefit from an affiliated seller brand and vice versa. The results demonstrate that spillover effects can occur in an online marketplace environment and that operators and sellers should use advantages and avoid disadvantages.