IDEAS home Printed from https://ideas.repec.org/a/spr/joamsc/v51y2023i2d10.1007_s11747-022-00877-4.html
   My bibliography  Save this article

Influence of pull marketing actions on marketing action effectiveness of multichannel firms: A meta-analysis

Author

Listed:
  • Peng Vincent Zhang

    (The University of Hong Kong)

  • Seoyoung Kim

    (The University of Georgia)

  • Anindita Chakravarty

    (The University of Georgia)

Abstract

This study is a meta-analysis of how pull marketing actions influence the effectiveness of marketing actions employed by multichannel firms. Pull marketing actions are highly adaptable marketing actions designed to make multichannel distribution channel portfolios attractive. Integrating prior multichannel distribution literature, the authors investigate whether marketing actions’ effectiveness depends on pull marketing actions and their configuration with the distribution channel structure and attributes of customer, competition, and product category. The analysis that considers firm, data, and model attributes of the sampled studies reveals that marketing actions’ effectiveness is higher when multichannel firms use digital advertising and price promotions in all distribution channels. Price discrimination across channels does not improve marketing actions’ effectiveness. Furthermore, marketing actions’ effectiveness depends on how digital advertising and price promotions are aligned with channel variety, channel richness, customer experience, market competitiveness, and product purchase infrequency.

Suggested Citation

  • Peng Vincent Zhang & Seoyoung Kim & Anindita Chakravarty, 2023. "Influence of pull marketing actions on marketing action effectiveness of multichannel firms: A meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 310-333, March.
    • Handle: RePEc:spr:joamsc:v:51:y:2023:i:2:d:10.1007_s11747-022-00877-4
    DOI: 10.1007/s11747-022-00877-4
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11747-022-00877-4
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11747-022-00877-4?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Gonca Soysal & Lakshman Krishnamurthi, 2016. "How Does Adoption of the Outlet Channel Impact Customers’ Spending in the Retail Stores: Conflict or Synergy?," Management Science, INFORMS, vol. 62(9), pages 2692-2704, September.
    2. Bleier, Alexander & Eisenbeiss, Maik, 2015. "The Importance of Trust for Personalized Online Advertising," Journal of Retailing, Elsevier, vol. 91(3), pages 390-409.
    3. Ying Fan & Chenyu Yang, 2020. "Competition, Product Proliferation, and Welfare: A Study of the US Smartphone Market," American Economic Journal: Microeconomics, American Economic Association, vol. 12(2), pages 99-134, May.
    4. Santiago Gallino & Antonio Moreno, 2014. "Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information," Management Science, INFORMS, vol. 60(6), pages 1434-1451, June.
    5. Marin C. Gemmill & Joan Costa‐Font & Alistair McGuire, 2007. "In search of a corrected prescription drug Elasticity estimate: a meta‐regression approach," Health Economics, John Wiley & Sons, Ltd., vol. 16(6), pages 627-643, June.
    6. Mark, Tanya & Bulla, Jan & Niraj, Rakesh & Bulla, Ingo & Schwarzwäller, Wolfgang, 2019. "Catalogue as a tool for reinforcing habits: Empirical evidence from a multichannel retailer," International Journal of Research in Marketing, Elsevier, vol. 36(4), pages 528-541.
    7. Kumar, V. & Pozza, Ilaria Dalla & Ganesh, Jaishankar, 2013. "Revisiting the Satisfaction–Loyalty Relationship: Empirical Generalizations and Directions for Future Research," Journal of Retailing, Elsevier, vol. 89(3), pages 246-262.
    8. Fassnacht, Martin & Unterhuber, Sebastian, 2016. "Consumer response to online/offline price differentiation," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 137-148.
    9. Kollmann, Tobias & Kuckertz, Andreas & Kayser, Ina, 2012. "Cannibalization or synergy? Consumers' channel selection in online–offline multichannel systems," Journal of Retailing and Consumer Services, Elsevier, vol. 19(2), pages 186-194.
    10. Julian Villanueva & Pradeep Bhardwaj & Sridhar Balasubramanian & Yuxin Chen, 2007. "Customer relationship management in competitive environments: The positive implications of a short-term focus," Quantitative Marketing and Economics (QME), Springer, vol. 5(2), pages 99-129, June.
    11. Avi Goldfarb, 2014. "What is Different About Online Advertising?," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 44(2), pages 115-129, March.
    12. Dennis J. Zhang & Hengchen Dai & Lingxiu Dong & Qian Wu & Lifan Guo & Xiaofei Liu, 2019. "The Value of Pop-Up Stores on Retailing Platforms: Evidence from a Field Experiment with Alibaba," Management Science, INFORMS, vol. 65(11), pages 5142-5151, November.
    13. Miller, Christopher M. & Smith, Stephen A. & McIntyre, Shelby H. & Achabal, Dale D., 2010. "Optimizing and Evaluating Retail Assortments for Infrequently Purchased Products," Journal of Retailing, Elsevier, vol. 86(2), pages 159-171.
    14. Gilles Laurent & Pierre Chandon & Brian Wansink, 2000. "A Benefit Congruency Framework of Sales Promotion Effectiveness," Post-Print hal-00458440, HAL.
    15. Gerard J. Tellis & Birger Wernerfelt, 1987. "Competitive Price and Quality Under Asymmetric Information," Marketing Science, INFORMS, vol. 6(3), pages 240-253.
    16. Erik Brynjolfsson & Yu (Jeffrey) Hu & Mohammad S. Rahman, 2009. "Battle of the Retail Channels: How Product Selection and Geography Drive Cross-Channel Competition," Management Science, INFORMS, vol. 55(11), pages 1755-1765, November.
    17. Kaiquan Xu & Jason Chan & Anindya Ghose & Sang Pil Han, 2017. "Battle of the Channels: The Impact of Tablets on Digital Commerce," Management Science, INFORMS, vol. 63(5), pages 1469-1492, May.
    18. Wolk, Agnieszka & Ebling, Christine, 2010. "Multi-channel price differentiation: An empirical investigation of existence and causes," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 142-150.
    19. Peterson, Robert A, 1994. "A Meta-analysis of Cronbach's Coefficient Alpha," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(2), pages 381-391, September.
    20. Lanlan Cao & Li Li, 2015. "The Impact of Cross-Channel Integration on Retailers’ Sales Growth," Post-Print hal-02009466, HAL.
    21. Lu, Qiang (Steven) & Pattnaik, Chinmay & Xiao, Junji & Voola, Ranjit, 2018. "Cross-national variation in consumers' retail channel selection in a multichannel environment: Evidence from Asia-Pacific countries," Journal of Business Research, Elsevier, vol. 86(C), pages 321-332.
    22. Eisend, Martin, 2014. "Shelf space elasticity: A meta-analysis," Journal of Retailing, Elsevier, vol. 90(2), pages 168-181.
    23. Shankar, Venkatesh & Kushwaha, Tarun, 2021. "Omnichannel marketing: Are cross-channel effects symmetric?," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 290-310.
    24. Fei Gao & Xuanming Su, 2017. "Omnichannel Retail Operations with Buy-Online-and-Pick-up-in-Store," Management Science, INFORMS, vol. 63(8), pages 2478-2492, August.
    25. Homburg, Christian & Lauer, Karin & Vomberg, Arnd, 2019. "The multichannel pricing dilemma: Do consumers accept higher offline than online prices?," International Journal of Research in Marketing, Elsevier, vol. 36(4), pages 597-612.
    26. Maier, Erik & Wieringa, Jaap, 2021. "Acquiring customers through online marketplaces? The effect of marketplace sales on sales in a retailer's own channels," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 311-328.
    27. David R. Bell & Santiago Gallino & Antonio Moreno, 2020. "Customer Supercharging in Experience-Centric Channels," Management Science, INFORMS, vol. 66(9), pages 4096-4107, September.
    28. David R. Bell & Santiago Gallino & Antonio Moreno, 2018. "Offline Showrooms in Omnichannel Retail: Demand and Operational Benefits," Management Science, INFORMS, vol. 64(4), pages 1629-1651, April.
    29. Sue Duval & Richard Tweedie, 2000. "Trim and Fill: A Simple Funnel-Plot–Based Method of Testing and Adjusting for Publication Bias in Meta-Analysis," Biometrics, The International Biometric Society, vol. 56(2), pages 455-463, June.
    30. Alba, Joseph W & Hutchinson, J Wesley, 1987. "Dimensions of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 411-454, March.
    31. Neslin, Scott A. & Shankar, Venkatesh, 2009. "Key Issues in Multichannel Customer Management: Current Knowledge and Future Directions," Journal of Interactive Marketing, Elsevier, vol. 23(1), pages 70-81.
    32. Zhang, Jie & Farris, Paul W. & Irvin, John W. & Kushwaha, Tarun & Steenburgh, Thomas J. & Weitz, Barton A., 2010. "Crafting Integrated Multichannel Retailing Strategies," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 168-180.
    33. Chang, Chun-Wei & Zhang, Jonathan Z., 2016. "The Effects of Channel Experiences and Direct Marketing on Customer Retention in Multichannel Settings," Journal of Interactive Marketing, Elsevier, vol. 36(C), pages 77-90.
    34. Karthik Sridhar & Ashish Kumar & Ram Bezawada, 2022. "Investigating cross-media effects in a multichannel marketing environment: the role of email, catalog, television, and radio," Marketing Letters, Springer, vol. 33(2), pages 189-201, June.
    35. Wang, Rebecca Jen-Hui & Malthouse, Edward C. & Krishnamurthi, Lakshman, 2015. "On the Go: How Mobile Shopping Affects Customer Purchase Behavior," Journal of Retailing, Elsevier, vol. 91(2), pages 217-234.
    36. Ailawadi, Kusum L. & Farris, Paul W., 2017. "Managing Multi- and Omni-Channel Distribution: Metrics and Research Directions," Journal of Retailing, Elsevier, vol. 93(1), pages 120-135.
    37. Deleersnyder, B. & Geyskens, I. & Gielens, K.J.P. & Dekimpe, M.G., 2002. "How cannibalistic is the internet channel? A study of the newspaper industry in the United Kingdom and the Netherlands," Other publications TiSEM 16dcb25c-7ea9-4c75-bdf6-5, Tilburg University, School of Economics and Management.
    38. Liu, Huan & Lobschat, Lara & Verhoef, Peter C., 2018. "Multichannel Retailing: A Review and Research Agenda," Foundations and Trends(R) in Marketing, now publishers, vol. 12(1), pages 1-79, December.
    39. Atar Herziger & Erik Hoelzl, 2017. "Underestimated Habits: Hypothetical Choice Design in Consumer Research," Journal of the Association for Consumer Research, University of Chicago Press, vol. 2(3), pages 359-370.
    40. Jonas Schmidt & Tammo H. A. Bijmolt, 2020. "Accurately measuring willingness to pay for consumer goods: a meta-analysis of the hypothetical bias," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 499-518, May.
    41. Dennis J. Zhang & Hengchen Dai & Lingxiu Dong & Fangfang Qi & Nannan Zhang & Xiaofei Liu & Zhongyi Liu & Jiang Yang, 2020. "The Long-term and Spillover Effects of Price Promotions on Retailing Platforms: Evidence from a Large Randomized Experiment on Alibaba," Management Science, INFORMS, vol. 66(6), pages 2589-2609, June.
    42. Santiago Gallino & Antonio Moreno & Ioannis Stamatopoulos, 2017. "Channel Integration, Sales Dispersion, and Inventory Management," Management Science, INFORMS, vol. 63(9), pages 2813-2831, September.
    43. Andrea Pozzi, 2013. "The effect of Internet distribution on brick-and-mortar sales," RAND Journal of Economics, RAND Corporation, vol. 44(3), pages 569-583, September.
    44. Anuj Kumar & Amit Mehra & Subodha Kumar, 2019. "Why Do Stores Drive Online Sales? Evidence of Underlying Mechanisms from a Multichannel Retailer," Service Science, INFORMS, vol. 30(1), pages 319-338, March.
    45. Konuş, Umut & Verhoef, Peter C. & Neslin, Scott A., 2008. "Multichannel Shopper Segments and Their Covariates," Journal of Retailing, Elsevier, vol. 84(4), pages 398-413.
    46. Johnson, Eric J & Russo, J Edward, 1984. "Product Familiarity and Learning New Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(1), pages 542-550, June.
    47. Elisa Montaguti & Scott A. Neslin & Sara Valentini, 2016. "Can Marketing Campaigns Induce Multichannel Buying and More Profitable Customers? A Field Experiment," Marketing Science, INFORMS, vol. 35(2), pages 201-217, March.
    48. Sonja Gensler & Peter Verhoef & Martin Böhm, 2012. "Understanding consumers’ multichannel choices across the different stages of the buying process," Marketing Letters, Springer, vol. 23(4), pages 987-1003, December.
    49. Elisabeth Honka & Ali Hortaçsu & Maria Ana Vitorino, 2017. "Advertising, consumer awareness, and choice: evidence from the U.S. banking industry," RAND Journal of Economics, RAND Corporation, vol. 48(3), pages 611-646, August.
    50. Cao, Lanlan & Liu, Xin & Cao, Wenbin, 2018. "The Effects of Search-Related and Purchase-Related Mobile App Additions on Retailers’ Shareholder Wealth: The Roles of Firm Size, Product Category, and Customer Segment," Journal of Retailing, Elsevier, vol. 94(4), pages 343-351.
    51. Noah Gans, 2002. "Customer Loyalty and Supplier Quality Competition," Management Science, INFORMS, vol. 48(2), pages 207-221, February.
    52. Singh, Sonika & Swait, Joffre, 2017. "Channels for search and purchase: Does mobile Internet matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 123-134.
    53. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," HEC Research Papers Series 698, HEC Paris.
    54. Scott Neslin & Kinshuk Jerath & Anand Bodapati & Eric Bradlow & John Deighton & Sonja Gensler & Leonard Lee & Elisa Montaguti & Rahul Telang & Raj Venkatesan & Peter Verhoef & Z. Zhang, 2014. "The interrelationships between brand and channel choice," Marketing Letters, Springer, vol. 25(3), pages 319-330, September.
    55. Dhruv Grewal & Nancy Puccinelli & Kent B. Monroe, 2018. "Meta-analysis: integrating accumulated knowledge," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 9-30, January.
    56. Cambra-Fierro, Jesús & Kamakura, Wagner A. & Melero-Polo, Iguacel & Sese, F. Javier, 2016. "“Are multichannel customers really more valuable? An analysis of banking services”," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 208-212.
    57. Toufaily, Elissar & Pons, Frank, 2017. "Impact of customers' assessment of website attributes on e-relationship in the securities brokerage industry: A multichannel perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 58-69.
    58. Wolk, Agnieszka & Skiera, Bernd, 2009. "Antecedents and consequences of Internet channel performance," Journal of Retailing and Consumer Services, Elsevier, vol. 16(3), pages 163-173.
    59. Li, Xi & Dahana, Wirawan Dony & Li, Tongmao & Yuan, Jingbo, 2021. "Behavioral changes of multichannel customers: Their persistence and influencing factors," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    60. Harald J. Heerde & Scott A. Neslin, 2017. "Sales Promotion Models," International Series in Operations Research & Management Science, in: Berend Wierenga & Ralf van der Lans (ed.), Handbook of Marketing Decision Models, edition 2, chapter 0, pages 13-77, Springer.
    61. Caroline Kopot & Brenda J. Cude, 2021. "Channel Depth or Consistency? A Study on Establishing a Sustainable Omnichannel Strategy for Fashion Department Store Retailers," Sustainability, MDPI, vol. 13(13), pages 1-16, June.
    62. Cao, Lanlan & Li, Li, 2015. "The Impact of Cross-Channel Integration on Retailers’ Sales Growth," Journal of Retailing, Elsevier, vol. 91(2), pages 198-216.
    63. William Young & Kumju Hwang & Seonaidh McDonald & Caroline J. Oates, 2010. "Sustainable consumption: green consumer behaviour when purchasing products," Sustainable Development, John Wiley & Sons, Ltd., vol. 18(1), pages 20-31.
    64. Breugelmans, Els & Campo, Katia, 2016. "Cross-Channel Effects of Price Promotions: An Empirical Analysis of the Multi-Channel Grocery Retail Sector," Journal of Retailing, Elsevier, vol. 92(3), pages 333-351.
    65. Campo, Katia & Breugelmans, Els, 2015. "Buying Groceries in Brick and Click Stores: Category Allocation Decisions and the Moderating Effect of Online Buying Experience," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 63-78.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Neslin, Scott A., 2022. "The omnichannel continuum: Integrating online and offline channels along the customer journey," Journal of Retailing, Elsevier, vol. 98(1), pages 111-132.
    2. Timoumi, Ahmed & Gangwar, Manish & Mantrala, Murali K., 2022. "Cross-channel effects of omnichannel retail marketing strategies: A review of extant data-driven research," Journal of Retailing, Elsevier, vol. 98(1), pages 133-151.
    3. Vaishnav, Bharat & Ray, Sourav, 2023. "A thematic exploration of the evolution of research in multichannel marketing," Journal of Business Research, Elsevier, vol. 157(C).
    4. Ratchford, Brian & Soysal, Gonca & Zentner, Alejandro & Gauri, Dinesh K., 2022. "Online and offline retailing: What we know and directions for future research," Journal of Retailing, Elsevier, vol. 98(1), pages 152-177.
    5. Shankar, Venkatesh & Kushwaha, Tarun, 2021. "Omnichannel marketing: Are cross-channel effects symmetric?," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 290-310.
    6. Maier, Erik & Bornschein, Rico & Manss, Rico & Hesse, Damian, 2023. "Financial consequences of adding bricks to clicks," International Journal of Research in Marketing, Elsevier, vol. 40(3), pages 609-628.
    7. Cai, Ya-Jun & Lo, Chris K.Y., 2020. "Omni-channel management in the new retailing era: A systematic review and future research agenda," International Journal of Production Economics, Elsevier, vol. 229(C).
    8. João M. Lopes & Ana Sousa & Eva Calçada & José Oliveira, 2022. "A citation and co-citation bibliometric analysis of omnichannel marketing research," Management Review Quarterly, Springer, vol. 72(4), pages 1017-1050, December.
    9. Flavián, Carlos & Gurrea, Raquel & Orús, Carlos, 2020. "Combining channels to make smart purchases: The role of webrooming and showrooming," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    10. Valentini, Sara & Neslin, Scott A. & Montaguti, Elisa, 2020. "Identifying omnichannel deal prone segments, their antecedents, and their consequences," Journal of Retailing, Elsevier, vol. 96(3), pages 310-327.
    11. Salmani, Yasamin & Partovi, Fariborz Y., 2021. "Channel-level resource allocation decision in multichannel retailing: A U.S. multichannel company application," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    12. Li, Xi & Dahana, Wirawan Dony & Li, Tongmao & Yuan, Jingbo, 2021. "Behavioral changes of multichannel customers: Their persistence and influencing factors," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    13. Tagashira, Takumi & Minami, Chieko, 2019. "The Effect of Cross-Channel Integration on Cost Efficiency," Journal of Interactive Marketing, Elsevier, vol. 47(C), pages 68-83.
    14. Yan, Shuai & Archibald, Thomas Welsh & Han, Xiaohua & Bian, Yiwen, 2022. "Whether to adopt “buy online and return to store” strategy in a competitive market?," European Journal of Operational Research, Elsevier, vol. 301(3), pages 974-986.
    15. Pasirayi, Simbarashe & Fennell, Patrick B. & Sen, Argha, 2023. "The effect of third-party delivery partnerships on firm value," Journal of Business Research, Elsevier, vol. 167(C).
    16. Ratchford, Brian & Soysal, Gonca & Zentner, Alejandro, 2023. "Multichannel customer purchase behavior and long tail effects in the fashion goods market," Journal of Retailing, Elsevier, vol. 99(1), pages 46-65.
    17. Jindal, Rupinder P. & Gauri, Dinesh K. & Li, Wanyu & Ma, Yu, 2021. "Omnichannel battle between Amazon and Walmart: Is the focus on delivery the best strategy?," Journal of Business Research, Elsevier, vol. 122(C), pages 270-280.
    18. Swoboda, Bernhard & Winters, Amelie, 2021. "Reciprocity within major retail purchase channels and their effects on overall, offline and online loyalty," Journal of Business Research, Elsevier, vol. 125(C), pages 279-294.
    19. Melis, Kristina & Campo, Katia & Lamey, Lien & Breugelmans, Els, 2016. "A Bigger Slice of the Multichannel Grocery Pie: When Does Consumers’ Online Channel Use Expand Retailers’ Share of Wallet?," Journal of Retailing, Elsevier, vol. 92(3), pages 268-286.
    20. Christiane Lehrer & Manuel Trenz, 2022. "Omnichannel Business," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 687-699, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:joamsc:v:51:y:2023:i:2:d:10.1007_s11747-022-00877-4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.