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Seller marketing capability, brand reputation, and consumer journeys on e-commerce platforms

Author

Listed:
  • Jifeng Mu

    (Microfoundation Institute
    Alabama A&M University)

  • Jonathan Z. Zhang

    (Colorado State University)

Abstract

Seller marketing capability and brand reputation are central to firm performance and customer behaviors. However, little is known about how these two dimensions matter in the increasingly important domain of e-commerce platforms, where sellers are diverse and brand reputations are challenged. This research examines the effects of marketing capability and brand reputation on key customer purchase journey outcomes on e-commerce platforms, from click to browsing time, purchase, and post-purchase frustration. Using smartphone category data from a leading e-commerce platform, the authors demonstrate the positive and increasing effect of marketing capability on consumer journey outcomes. This research also paints a more nuanced view of brand reputation in e-commerce platform environments and illustrates nuanced U-shaped effects of brand reputation on consumer journey outcomes. These findings provide implications for brands and sellers on e-commerce platforms.

Suggested Citation

  • Jifeng Mu & Jonathan Z. Zhang, 2021. "Seller marketing capability, brand reputation, and consumer journeys on e-commerce platforms," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 994-1020, September.
    • Handle: RePEc:spr:joamsc:v:49:y:2021:i:5:d:10.1007_s11747-021-00773-3
    DOI: 10.1007/s11747-021-00773-3
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    4. Lynn Sudbury-Riley & Philippa Hunter-Jones & Ahmed Al-Abdin & Michael Haenlein, 2024. "When the road is rocky: Investigating the role of vulnerability in consumer journeys," Journal of the Academy of Marketing Science, Springer, vol. 52(4), pages 1045-1068, July.
    5. Justina Sidlauskiene & Yannick Joye & Vilte Auruskeviciene, 2023. "AI-based chatbots in conversational commerce and their effects on product and price perceptions," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-21, December.
    6. Li, Chenxi & Chen, Jing (Elaine) & Peng, Siyu & Huang, Jinsong & Sha, Xiqing, 2024. "Examining the effects of weather on online shopping cart abandonment: Evidence from an online retailing platform," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    7. Tatik Suryani & Abu Amar Fauzi & Margaret L. Sheng & Mochamad Nurhadi, 2024. "Developing and testing a measurement scale for SMEs’ website quality (SMEs-WebQ): Evidence from Indonesia," Electronic Commerce Research, Springer, vol. 24(3), pages 1763-1794, September.

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