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POSTING TYPE: Journal News

Posted by: Cecilia Nalagon

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Announcement: 2024 IJRM Best Articles

The European Marketing Academy (EMAC) and the International Journal of Research in Marketing (IJRM) are pleased to announce the winners of the 2024 IJRM Best Paper Award:

. Matilda Dorotic, Emanuela Stagno, Luk Warlop.ÌýVol 41, Issue 1,ÌýPages 113-137

Abstract

As artificial intelligence (AI) applications proliferate, their creators seemingly anticipate that users will make similar trade-offs between costs and benefits across various commercial and public applications, due to the technological similarity of the provided solutions. With a multimethod investigation, this study reveals instead that users develop idiosyncratic evaluations of benefits and costs depending on the context ofÌý implementation. In particular, the tensions that drive AI adoption depend on perceived personal costs and choiceÌýÌýrelative to the perceived (personal vs. societal) benefits. The tension between being served rather than exploited is lowest for public AI directed at infrastructure (cf. commercial AI), due to lower perceived costs. Surveillance AI evaluations are driven by fears beyond mereÌý, which overcome the societal and safety benefits. Privacy-breaching applications are more acceptable when public entities implement them (cf. commercial). The authors provide guidelines for public policy and AI practitioners, based on how consumers trade off solutions that differ in their benefits, costs, data transparency, and privacy enhancements.

and

.ÌýKlausÌýM. Miller, Bernd Skiera.ÌýVol 41, Issue 2,ÌýPages 241-264

Abstract

In recent years, European regulators have debated restricting the time an online tracker can track a user to protect consumer privacy better. Despite the significance of these debates, there has been a noticeableÌýÌýof any comprehensive cost-benefit analysis. This article fills this gap on the cost side by suggesting an approach to estimate the economic consequences of lifetime restrictions on cookies for publishers. The empirical study on cookies of 54,127 users who received ∼128 million ad impressions over ∼2.5Ìýyears yields an average cookie lifetime of 279Ìýdays, with an average value of €2.52 per cookie. Only ∼13Ìý% of all cookies increase theirÌýÌýover time, but their average value is about four times larger than the average value of all cookies. Restricting cookies’ lifetime to one year (two years) could potentially decrease their lifetime value by ∼25Ìý% (∼19Ìý%), which represents a potential decrease in the value of all cookies of ∼9Ìý% (∼5%). Most cookies, however, would not be affected by lifetime restrictions of 12 or 24Ìýmonths as 72Ìý% (85Ìý%) of the users delete their cookies within 12 (24) months. In light of the €10.60 billion cookie-based display ad revenue in Europe, such restrictions would endanger €904 million (€576 million) annually, equivalent to €2.08 (€1.33) per EU internet user. The article discusses these results’ marketing strategy challenges and opportunities for advertisers and publishers.

ÌýSelection process

The winning article was chosen from two rounds of voting open only to the members of the IJRM Editorial Board. In the first round, each voter nominated up to three (3) papers from the forty-one (41) that were published in IJRM in 2024. Five (5) papers received the most nominations. In the second/final round, the Board Members voted for one paper from this shortlist of five papers. The winning paper is the one that received the most votes.

Congratulations to all Four Finalists (in order of publication date):

Overwhelming targeting options: Selecting audience segments for online advertising.ÌýIman Ahmadi, Nadia ÂÜÀòÉç¹ÙÍø Nabout, Bernd Skiera, Elham Maleki, Johannes Fladenhofer. Vol 41, Issue 1, Pages 24-40

.ÌýMatilda Dorotic, Emanuela Stagno, Luk Warlop.ÌýVol 41, Issue 1,ÌýPages 113-137

.ÌýKlausÌýM. Miller, Bernd Skiera.ÌýVol 41, Issue 2,ÌýPages 241-264

.ÌýLukas Jürgensmeier, Bernd Skiera.ÌýVol 41, Issue 3,ÌýPages 468-488

.ÌýGilian R. Ponte, Jaap E. Wieringa, Tom Boot, Peter C. Verhoef.ÌýVol 41, Issue 3,ÌýPages 529-546

 

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