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Creative Appeals in Firm-Generated Content and Product Performance

Author

Listed:
  • Jifeng Mu

    (Microfoundation Institute, Madison, Alabama 35758; School of Business, Alabama A&M University, Normal, Alabama 35762)

  • Jonathan Zhang

    (College of Business, Colorado State University, Fort Collins, Colorado 80523)

  • Abhishek Borah

    (INSEAD, 77305 Fontainebleau, France)

  • Jiayin Qi

    (Institute of Artificial Intelligence and Change Management, Shanghai University of International Business and Economics, Shanghai 200336, China; Key Laboratory of Data Science and Management Decision, Shanghai University of International Business and Economics, Shanghai 200336, China)

Abstract

The authors of this research investigate the effects of hedonic and utilitarian message appeals in firm-generated content on product performance measured by daily sales. The results from a multiproduct category, large-scale empirical study with data collected from a variety of sources show that hedonic appeals have a higher positive impact than utilitarian appeals on product performance. The authors also illustrate that message appeals have positive effects on product performance only when message quality and message goal consistency surpass a certain threshold and that these positive effects are stronger for hedonic than for utilitarian appeals. The authors further demonstrate that message complexity negatively moderates the effects of hedonic and utilitarian appeals on product performance with a stronger negative moderating effect for hedonic appeals. The research provides guidance on the proper combination of message styles and suggests that firms’ creative capabilities to curate online messages that resonate with consumers can produce significant performance advantages.

Suggested Citation

  • Jifeng Mu & Jonathan Zhang & Abhishek Borah & Jiayin Qi, 2022. "Creative Appeals in Firm-Generated Content and Product Performance," Information Systems Research, INFORMS, vol. 33(1), pages 18-42, March.
    • Handle: RePEc:inm:orisre:v:33:y:2022:i:1:p:18-42
    DOI: 10.1287/isre.2021.1051
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