Discussion on a paper on Experimental Study in the domain of Marketing

[Neeraj Kaushik]

Dear Friends

In the video AMJ-2 Research Design I had shared the viewpoint of the Editors of the AMJ who opined that using Cross sectional studies we can never get a causal relationship. For establishing a causal relationship, we shd use either Longitudinal or Experimental Studies.

We have witnessed a recent upsurge of experimental research in the field of marketing. It's invigorating to see such a strong embrace of rigorous methods and data-driven insights. I believe we're on the cusp of a new era of evidence-based marketing, where decisions are grounded in empirical findings.

Recently I read a paper on Experimental Research on Virtual Influencers. This is one of the nicely written papers in this area.  I have discussed the paper Virtual influencer marketing: Evaluating the influence of virtual influencers’ form realism and behavioral realism on consumer ambivalence and marketing performance 

(https://www.sciencedirect.com/science/article/abs/pii/S0148296324001152 in this video) in detail about 

• how the authors conceptualized this paper 
• theories involved
• variables involved
• nature of indep vars in expt studies and why they are never measured
• meaning of manipulation
• meaning of study-1, study-2
• various statistics involved
• writing theoretical implications and contributions 

Discussion on a Paper on Experimental Study (Part-1): https://youtu.be/8GnplrSGlo4

Happy Learning

Neeraj 

[Ali Raza]

thank you sir, please make more videoes on experimental methodology, and guide us, now a days almost good journals require experimental methodlogy. So its a great step from you ,and wait for more videos. Thank you sir once again

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[Dr Apurva Shukla]

Respected Sir,

Thank you so much for always teaching us new concepts and ideas.

I would request you guide us more through such videos so that we may understand and be able to correlate them to our research areas. It would be a great help if we could build ideas and outline a paper like this side by side while watching the whole video and understanding the mechanism of the whole paper.

Thanking you in anticipation.

With Regards

Dr. Apurva Shukla

Post-Doctoral Fellow

Department of Management Studies 

Indian Institute of Information Technology Allahabad (IIIT-A)

📍Devghat, Jhalwa, Prayagraj - 211012 (U.P.) INDIA|

M.Com, MBA, PhD (NIT) 

prf.a...@iiita.ac.in

--

[Neeraj Kaushik]

Dear Friends

In the second part, I have discussed the study plan of the authors.

Plz note that in this study the authors have manipulated (not measured) indep var and med, dv are measured.

Study-1

The authors created 4 dummy insta profiles for 2 Virtual Influencers which were manipulated on

• Low form, low behavior
• Low form, high behavior
• High form, low behavior
• High form, High behavior

Respondents were asked to reply on following vars

• Coolness(Med1), 
• Eeriness (med2), 
• Follow Intentions (DV1), 
• Purchase Intention (DV2), 
• Attitude (Control var) and 
• demo vars. 

Standardized scales were used for measuring all variables.

First Pretest were done to check manipulation (Used 2-indep sample t-test to check the differences between the scores of low/high form realism as well as low/high behavior realism)

Then main data (N=311) were collected 

Main Data Analysis used in this paper:

1. Manipulation check again on the final data wo-Independent sample t-test (in SPSS)

2. Common Method Biasness CMB-Remedies

3. Effect of 2 IDVs on each DV controlling the effect of Attitude (control var) -  Two way ANCOVA

4. Effect of 2 Meds on each DV Analyzing Structural Model (Predictive Relevance, Effect Size)

5. Simple Mediation Model (Process Macro-4) Process Macro (Model-4)

6. Moderated Mediation Model (Process Macro-7) Model 5 and 7 and 14

I've explained all these in this video:

Discussion on a Paper on Experimental Study (Part-2): https://youtu.be/nk6AlmlbeiM

Happy Learning

Neeraj

On Fri, Dec 13, 2024 at 2:35 PM Neeraj Kaushik <kaushi...@gmail.com> wrote:

[Ali Raza]

Dear Neeraj sir,

I have a question, while doing manipulaton checks, the authors formed 4 groups between two virtual influencers, so why they conducted independent test rather than Anova, when we have more than two groups we use Anova than t test. I did not grab this concept. Can you please clarify this concept. I guess i did not understand the concept between levels and groups. This part is confusing me.

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[Neeraj Kaushik]

There is 1 IDV and 1 Mod and both are binary vars

SInce the authors are checking the effect of each of these var on Purchase intention and Follow intention, 2-indep sample t-test is used.

If there were 3 categories of the IDV then one way ANOVA will be used

If they wish to see the combined effect of both vars on DV then 2 way ANOVA will be used

To view this discussion visit https://groups.google.com/d/msgid/dataanalysistraining/CAKX05qSbc0eahs3mnsg0hykpV83Tz7sc9NsD%2BmJrvuFJ6XqN3A%40mail.gmail.com.

[Neeraj Kaushik]

Dear Friends

Let's continue our discussion on Experimental Studies with one more paper AI increases unethical consumer behavior due to reduced anticipatory guilt written by TaeWoo Kim, Hyejin Lee, Michelle Yoosun Kim, SunAh Kim & Adam Duhachek

This paper is available on https://link.springer.com/article/10.1007/s11747-021-00832-9

Principles of Experimental Research given by RA Fisher
1. Principle of Replication (Study-1, Study-2, ....)
2. Principle of Randomization (Divide the population randomly (lottery) in 2 parts)
3. Principle of Local Control (Acknowledge and split the variable)

Features of Experimental Research:
1. IDVs are not measured but manipulated (Different situation are created)
Hence terminology includes words like 2x2 design etc (meaning here we've 2 IDVs and both have 2 categories). IDVs are almost always categorical.
2. Results of Study-1 will be used in Study-2 and so on. Repeat the study and validate your own results.
3. The terms Between groups means 2 different groups were taken like boys and girls while
Within group means the measurement from the same group was taken min 2 times (Pre and Post scenario)

I've discussed the concepts in this video:

Discussion on a Paper on unethical consumer behavior using Experimental Study (Part-1): https://youtu.be/ORWLiiNMM04

Happy Learning

Neeraj

[Ali Raza]

Thank you very much dear sir

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[Neeraj Kaushik]

Discussion on a Paper on unethical consumer behavior using Experimental Study (Part-2): https://youtu.be/1Mc6AGrt5hc

[Neeraj Kaushik]

Dear Friends

Let's continue our discussion on papers written using Experimental Research Design. The next in line is the paper The role of storytelling in advertising: Consumer emotion, narrative engagement level, and word‐of‐mouth intention - Kang - 2020 - Journal of Consumer Behaviour

In this paper the authors have taken variables Narrative transportation, Narrative preference, Emotions and WOM. The manipulating variable is the story telling type where the authors have taken:

1. Routine advt as control variable

2. Advt sharing consume story as expt1 group

3. Advt sharing CEO story as expt2 group

Age and Gender are taken as control variables.

Their research model is as under:

The authors have given the reasons for choosing the product lather bag citing Taylor (1999) Six Segment Strategy Wheel 

I've explained all these concepts in this video:

Discussion on a Paper on the role of storytelling in advertising using Experimental Study (Part-1): https://youtu.be/qFjU4koKb0g

Happy Learning

Neeraj

[Ali Raza]

Thanks Neeraj sir, waiting for the part 2 anxiously. Once again a huge appreciation for you sir, for making us understand the difficult concepts in easy way. stay blessed

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[Neeraj Kaushik]

Dear Friends

In the second video, I've discussed the technical aspects (Statistical Analysis) of the paper.

Discussion on a Paper on the role of storytelling in advertising using Experimental Study (Part-2): https://youtu.be/A91qnaTjBfM

You're strongly advised to watch the first 3 videos of playlist Research Methodology and all the videos of the playlist Multivariate Analysis (Beyond ANOVA) These will serve as the basic building block for understanding the nuances of Experimental Research.

Happy Learning

Neeraj

[Shameem Memon]

Thank you so much sir.
We all are very thankful to you for keeping us updated about the recent trend in research. I am very sure these videos will give  direction to many researchers to explore some opprtunities in the area of experimental research.

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