Review of Marketing Science

About this journal

Objective

The Review of Marketing Science (ROMS) is a peer-reviewed journal whose mission is wide and rapid dissemination of cutting-edge quantitative research in marketing science and related disciplines.The journal’s focus is on topics and approaches in marketing science. Marketing science as a discipline places high value on approaches rooted in mathematics, economic theory, econometrics, statistics, and data-driven approaches.

The journal particularly encourages interdisciplinary and cross-disciplinary work from diverse fields, as long as they are related to marketing science and generate insights that can be useful to marketing academics, managers or practitioners.

ROMS emphasizes substantive results that stimulate other researchers as they pursue their work. ROMS is especially interested in papers that are on topics that are under-represented in marketing and economics journals, topics and methods that might be considered controversial or too cutting-edge for other outlets, papers that report early but potentially underdeveloped results of substantial and time-sensitive nature, and papers that offer a broad overview of new and innovative topics or approaches that do not as of yet have an established base in the literature.

The journal values two-directional rapid feedback between the editors and authors. While the review process is strictly double-blind, authors are encouraged to contact the journal, through the journal’s email link, with questions regarding fit of papers and topics to the journal, questions seeking guidance, and communication pertaining to substance and methodology of technical nature. Young researchers will find a sympathetic hands-on non-adversarial editorial team that is deeply committed to their research objectives and success. Serious research will be met with sympathetic and helpful guidance.

Senior researchers should view this journal as a community platform to promote under-represented research topics and approaches of substantial promise. Specifically, the journal strongly encourages proposals by senior researchers in marketing, social sciences, behavioral disciplines, and business disciplines for special issues, as well as workshops, symposia, or special sessions that would yield a crop of related peer-reviewed papers on topics of importance.

Practitioners with cutting edge quantitative approaches, who have been finding academic publications to be impenetrable, will find an eager editorial team that will provide guidance and assistance in making substantial methodological contributions suitable for academic readership.

Topics

Marketing Science
Marketing Management
Economics
Statistics
Quantitative Consumer Research
Behavioral Marketing and Economics Research
Experimental Marketing and Economics Research

Article formats
Original research papers, special issues

Information on Submission Process

Your Benefits

Your benefits

Hands-on sympathetic and helpful editorial team committed to your research objectives
Community-driven initiatives and support
Expert guidance
Interdisciplinary emphasis
Comprehensive outlook on the subject matter
Rapid feedback and publishing

History

One issue/year, updated continuously
Content available since 2003 (Volume 1, Issue 1)
ISSN: 1546-5616

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The Effect of Virtual Influencers’ Appearance on Social Presence and Consumer Engagement: Does Animism Trump Anthropomorphism?

October 7, 2025

Jeongsoo Park, Haithem Zourrig, Imene Becheur

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This study investigates the effects of anthropomorphism and animism on social presence as well as the mediating effect of trust in the relationship between social presence and Consumers’ intention to follow Virtual influencers (VI)’s sponsored recommendations. Two top VIs from Japan, Imma ( n = 229) and Lil Miquela ( n = 232), were selected for this study. Participants viewed the VIs’ profiles and Instagram posts before completing an online survey. PLS-SEM analysis was then used to test the proposed model. The findings suggest that animism has a stronger influence on social presence than anthropomorphism. Social presence then fosters trust in VIs, leading to an increased intention to follow their sponsored recommendations. This study is one of the first to explore the role of animism as a characteristic of VIs appearance, in relation to social presence and behavioral intentions, thereby extending the concept of animism to the context of VIs.
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The Effects of Consumer’s Approach Behaviors on Purchase Intention in TikTok Livestream: The Closer Look at Consumer’s Attitudes

September 16, 2025

Nhan Nguyen-Thanh, Tri Huong Nguyen, Nguyen Ngoc Khanh Doan, Mouhammach Yusoh, Thien Hieu Chau, Nguyen Thi Kim Anh

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Many sellers turned to e-commerce as a safer and more practical alternative to in-store shopping. Tiktok shop pays attention to the impact of shoppertainment (shopping information and entertainment) on consumers’ purchase intentions with live-streaming content on the E-commerce platform. This can be understood as the entertainment in a live stream that pleases the audience, the live interaction as well as the content delivery in an interesting way. Live streaming has emerged as a powerful way to attract more consumers, the combination of entertainment and shopping increases revenue for businesses. This study investigates a sample of 471 respondents by using PLS_SEM to yield the empirical results. By providing a blend of useful information and engaging content, online stores can create a more enjoyable shopping experience that encourages revisit and repurchases. The mediation of pleasure and the moderating role of hedonic value are illustrated. Understanding these effects can offer deeper insights into the psychological processes that drive consumer decisions in the context of live-streaming e-commerce. This research aims to fill the gap in the literature by providing empirical evidence on the critical role of entertainment in shaping consumer behavior in the context of the streaming trend of social media platforms, specifically in TikTok Live. The practitioners create their contents to enhance customer engagement through live-streaming platforms like TikTok Live.
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From Love to Loyalty: The Role of Brand Compassion in Brand Relationships Among Fashion Consumers

September 10, 2025

Khalid Hussain, Marc Fetscherin, Muhammad Junaid, Moazzam Ali

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This study introduces brand compassion as a pivotal construct that drives consumers’ prosocial behavior towards brands. By drawing insights from psychology, sociology, and management, brand compassion is conceptualized as a moral framework that reflects a deep commitment to caring for a brand, characterized by consumers’ willingness to support and protect it. This study examines brand compassion’s relationship with established constructs – namely brand love, brand attachment, and brand loyalty – to expand and deepen brand relationship theory. Data was collected from a sample of 243 young fashion consumers through a structured questionnaire. Reliability and validity were established using exploratory and confirmatory factor analyses. Hypotheses were tested using structural equation modeling with Mplus 8.3. Results reveal that brand compassion is a distinct construct within the brand relationships research, comprising of three defining attributes: (i) emotional connection, (ii) morality, and (iii) protective action. These elements collectively influence consumers’ prosocial behavior toward brands. Findings also confirm that brand compassion is influenced by brand love and brand attachment and leads to brand loyalty, clarifying its integral role within brand relationship constructs. This study is the first to introduce brand compassion as a novel construct and offers valuable insights for brand and marketing managers.
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“Influencers as Brand Architects: Co-Creation and Customer Experience in Tourism”

August 21, 2025

Evi Chatzopoulou, Athanasios Poulis, Ioannis Rizomyliotis, Kleopatra Κonstantoulaki

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Influencers are not just sources of inspiration, they are also architects of brands and experiences. This study examines how influencers impact every stage of the travel customer journey: from before, to during and after the travel experience. Analyzing data from 538 active social users with SEM, particularly SmartPLS v.4, it demonstrated that influencers’ play a crucial role in shaping travelers’ behavior, especially in the planning stage. Active engagement with influencers’ content improves customer experience and strengthens the relationship. Co-creation emerges as a vital factor that enhances the customer experience by allowing consumers to influence their travel plans. When travelers interact with content, they are not merely following instructions, they are crafting their own story. The findings highlight that co-creation accelerates bonds, increases memory retention, and the likelihood of recommendation. The key message is clear, brands and influencers should foster dialogue instead of monologue to create memorable experiences. The study offers new perspectives on influencers strategy, suggesting active practices of engagement and authenticity in content, aiming to enhance the experience through co-creation.
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Would You Like Some Risk with That? Willingness to Pay for the Extended Service Contract Warranty

August 15, 2025

James M. Loveland, Katherine E. Loveland, Yunmei (Mei) Kuang

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The purpose of this paper was two-fold. First, we sought to examine and identify factors (from the consumer side) that drove willingness to pay (WTP) for extended service contract (ESC) warranties. Second, we identified levers from the manufacturers’ perspective, that managers could control, which might also affect WTP for these ESC warranties. To test our hypotheses, a series of experiments involving 927 participants was employed. First, a set of paired experiments focused on TVs and laptops were conducted. These experiments used the double-bound contingent valuation method to assess the influence of different aspects of the product and the sales pitch on WTP. Based on these findings, an additional experiment was conducted in which the hedonic/utilitarian nature of the same product was manipulated to further refine and verify the proposed mechanisms driving WTP. Overall, we found that while loss aversion drives the decision process, factors such as: whether the product is hedonic or utilitarian, the perceived brand equity, the price, and the regulatory focus of the warranty sales pitch, all influence how consumers decide to mitigate or avoid thinking about risk. Our findings suggest that consumers try to avoid risk and seek positive support for hedonic goods, while for utilitarian goods they actively assess risk, even when the product might be viewed as hedonic or utilitarian. This manuscript and its findings provide a solid conceptual framework from which to develop a more cohesive theoretical approach to understanding ESC warranties, and it also provides important insights to managers on how to enhance the profitability and attractiveness of their ESC offerings.
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The Dual Impact of Consumers’ Role Conflict on Value Creation

August 11, 2025

Pu Liu, Menglan Bai, Meihan Wang, Mengqi Li, Lingyun Guo

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This study investigates how role conflicts experienced by consumers – specifically inter-role and intra-role conflict – affect outcomes in value co-creation activities. As consumers increasingly participate in co-creation with firms, they face tensions arising from multiple role expectations, yet existing literature largely neglects these psychological dynamics. Drawing on role theory, this study conducts four controlled experiments – including T-shirt and clay design tasks – to manipulate and compare these conflict types. Results show that inter-role conflict positively influences value creation outcomes, whereas intra-role conflict negatively affects them. Moreover, the study highlights the mediating role of deviant behavior and the moderating effect of chronic regulatory focus. By examining the distinct mechanisms through which inter-role and intra-role conflicts shape value creation, this research advances theoretical understanding of consumer role dynamics in co-creation and offer actionable insights for firms aiming to optimize collaborative value generation.
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Managing Marketing: The Elevated View of Marketing within Firms

January 1, 2000

Itzhak Gnizy

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The interest in marketing strategic management within firms has given rise to numerous studies. While marketing remains a central driver of business performance and despite its managerial importance, studies fail to capture key developments in firm profiles (e.g. globalization and shifts in marketing’s organizational role), particularly the interplay between marketing’s functional and processual dimensions across domestic and international contexts. Notably, becoming a market-based organization requires marketing to diffuse various facets. This gap may result in model misspecification, limited generalizability, and an incomplete understanding of how marketing is managed within modern organizations. To address these issues, this study articulates the rationale for an elevated ambidextrous view of marketing by introducing a holistic, integrative framework grounded in the realities of 21st-century business. The study proposes a novel multivariate model that combines multiple facets of marketing (functional and processual dimensions, and domestic and international contexts), which have not been examined together in prior research. To illustrate this approach, the study investigates the fundamental issue of the position of marketing within firms using a mixed-method design (qualitative pretest, quantitative pretest, and main study) with firm-data drawn from both subjective and objective sources. Our additive findings reveal that marketing facets interact in complex ways and influence performance differently. Moreover, performance consequences are dependent on contingencies. These results offer new theoretical insights and practical implications by highlighting the need for an elevated, ambidextrous view in marketing management. The study contributes a multi-lens perspective that enhances a more integrative management of marketing and broadens the dialogue on marketing’s strategic role in contemporary firms.
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Why travellers Share Their Experiences on Social Media: A Uses and Gratifications Approach for Profile-Based Versus Content-Based Social Media Sites

January 1, 2000

Sara Catalán, Júlia Marchan, Tiago Oliveira

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Prior research on motivations for sharing travel experiences on social media offers fragmented and inconsistent findings due to the ad-hoc selection of constructs, the use of diverse terminologies for the same motivations, the combination of different motivations into single constructs, and the lack of distinction between different social media platforms. To address these limitations, we review existing literature and categorise the motivations for sharing based on two dimensions: the orientation of the motive (i.e. functional, affective and expressive) and the sphere of action (i.e. self-sphere and social-sphere). Then, based on Uses and Gratifications (U&G) theory, we empirically examine the effect of these motivations on actual travel experience sharing. The results identify four key motivations (gratifications) for travellers in profile-based social media (i.e. enjoyment, expressing positive feelings, documentation of experiences, and helping the service provider) and three in content-based social media (i.e. helping the service providers, helping other travellers, and enjoyment). Finally, the implications for encouraging travel experience sharing behaviours in social media are discussed.
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Masstige Consumption Propensity as Consumer Trait: ‘Scale Development’ and ‘Validation’

January 1, 2000

Muskan Chaurasia, Rajeev Kumar Panda

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This study aims to conceptualize and develop a reliable and valid scale to measure Masstige Consumption Propensity (MCP) as a multidimensional consumer trait. While the concept of masstige consumption, where consumers seek prestige through accessible brands, has garnered increasing academic interest. Prior research has primarily focused on brand-level attributes or consumer attitudes, overlooking the individual predispositions that drive such behavior. Addressing this gap, the study adopts a four-study, mixed-method research design in accordance with established scale development protocols. Study 1 involved generating items and validating them through expert validation using open-ended qualitative responses. Study 2 employed a split-sample technique (n = 230) to conduct both exploratory and confirmatory factor analyses, resulting in a 19-item scale encompassing six dimensions: Uniqueness, Price-based Symbolic Orientation, Status Symbolism, Social Approval, Perceived Excellence, and Self-Identity Expression. Study 3 (n = 300) validated the hierarchical structure using second-order confirmatory factor analysis (CFA) and established nomological validity through structural equation modeling by linking MCP to status consumption and bandwagon behavior. Study 4 assessed temporal reliability via a matched-sample test–retest design over a seven-month interval (n = 142), demonstrating strong internal consistency, robust construct validity, and high intertemporal correlations. This study conceptualizes masstige consumption as a stable, trait-like consumer orientation. It offers a psychometrically rigorous scale for advancing theory in symbolic consumption and aspirational branding. The findings provide strategic insights for marketers seeking to target middle-income consumers with prestige-driven, value-aligned branding. Future research should explore cross-cultural applications, demographic invariance, and behavioral outcomes in digital and experiential consumption contexts.

CiteScore	1.4	2024, Scopus (Elsevier B.V., 2025)
SCImago Journal Rank	0.188	2024, SJR (Scimago Lab, 2025; Data Source: Scopus)
Source Normalized Impact per Paper	0.383	2024, CWTS Journal Indicators (CWTS B.V., 2025; Data Source: Scopus)

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Please submit your manuscript online via our Online Submission Tool following the Manuscript Preparation Guidelines (Supplementary Information)
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Contributions submitted to this journal must be written in clear and concise English
For a paper to be accepted it must report original research (exceptions being survey papers) and contain novel results that are relevant to marketing researchers and/or practitioners
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It can be long or short. We can accommodate this wide spectrum of papers because we publish electronically — that is our strength
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In this journal, authors have the option to publish their article under an open access license. Open Access allows you as an author to retain copyright and share your findings with colleagues and interested parties worldwide without any restraints.
Please note that authors from institutions with which we have a transformative agreement can publish open access without paying an article processing charge (APC). More information on the eligible institutions and articles can be found under the "Funding and Support" tab here.

Editors-in-Chief:
Rafael Bravo, University of Zaragoza, Spain
José M. Pina, University of Zaragoza, Spain

Associate Editors
A.P.J.V. van Hooft (Andreu), Radboud University, Netherlands
Ana Pinto Borges, ISAG-European Business School and CICET-FCVC, Portugal
Judith Cavazos Arroyo, Universidad Popular Autónoma del Estado de Puebla, Mexico
Achilleas Boukis, University of Birmingham, England
Ashutosh Prasad, University of California - Riverside, US
María Eugenia López Pérez, Universidad Fernando III (CEU Universities), Spain
Goi Chai Lee, Curtin University, Malaysia
Kleopatra Konstantoulaki, University of West Attica, Greece
Sonika Singh, UTS Business School, University of Technology, Sydney, Australia

Editorial Board
Greg Allenby, The Ohio State University, USA
Marco Bertini, ESADE, Spain
Eric Bradlow, University of Pennsylvania, USA
Andrew Ching, Johns Hopkins, USA
Marnik Dekimpe, Tilburg University, Netherlands; Catholic University Leuven, Belgium
Benedict Dellaert, Eurasmus University, Netherlands
Manish Gangwar, Indian School of Business, India
Gerald Haubl, University of Alberta, Canada
Krista J li, Indiana University, USA
Trichy Krishnan, National University of Singapore, Singapore
Dmitri Kuksov, University of Texas at Dallas, USA
Don Lehman, Columbia University, USA
Yu Ma, McGill University, Canada
Nitin Mehta, University of Toronto, Canada
Paul Messinger, University of Alberta, Canada
Prasad Naik, University of California, Davis, USA
John Roberts, University of New South Wales, London Business School, UK
Gary Russell, University of Iowa, USA
Venky Shankar, Texas A&M University, USA
Raphael Thomadsen, Washington University, USA
Harry Timmermans, Eindhoven University of Technology, Netherlands
Martin Spann, Ludwig-Maximilians-Universität Munich, Germany
Robert Zeithammer, University of California, Los Angeles, USA

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eISSN:

1546-5616

Language:

English

Publisher:

De Gruyter

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First published:

January 1, 2003

Publication Frequency:

1 issue per year

Review of Marketing Science

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