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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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