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2023 | OriginalPaper | Chapter

16. Limitations

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Zusammenfassung

In line with previous research, this paper also exhibits limitations and hence provides opportunities for further studies. First, our outcomes need to be interpreted in light of the limitations of the study design.

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Footnotes
1
Cf. KLEIN/BECKERT (2018), p. 9. This choice is in line with SUDERMANN/MUNNUKKA (2022) who emphasize that if the Stimulus-SMI is a female SMI with a primarily female target audiences, choosing only female respondents that qualify for the target audience is acceptable. Cf. SUDERMANN/MUNNUKKA (2022), p. 6.
 
2
Cf. SINNIG (2019), p. 198.
 
3
Cf. KAY/MULCAHY/PARKINSON (2020), p. 46.
 
4
Search goods encompass products about which information easily acquired, compared and highly objective. Furthermore, purchase does not necessitate any direct interaction with the product. Consumers are content to base their purchase decision on second-hand information from third-parties. Examples of search goods include, but are not limited to computers, cell phones or cameras. Cf. LU ET AL. (2014), p. 260.
 
5
Experience goods represent products where obtaining information is difficult and costly. As experiences are highly subjective, consumers cannot rely on third-parties to the same extent as for search goods. Consumers are required to use their own judgment as the experience goods must be personally evaluated by direct interaction with the good. Cf. LU ET AL. (2014), p. 260.
 
6
Cf. LU ET AL. (2014), p. 260; STUBB/COLLIANDER (2019b), p. 219.
 
7
Cf. DE VEIRMAN/HUDDERS (2020), p. 24.
 
8
Cf. HONG/STERNTHAL (2010), p. 301 et seq.; DE VEIRMAN/HUDDERS (2020), p. 24.
 
9
These direct product pictures are called “product displays”. Cf. GEYSER (2022), p. 1.
 
10
Cf. HERRANDO/MARTÍN-DE HOYOS (2022), p. 5. The authors (N = 602) consider three different levels of product exposure (low, mild and strong), each embedded in an SMI’s Instagram ad post. They examine the resulting effects on users’ attitudes toward the ad, and their purchase intention.
 
11
Cf. THOMSON (2006), p. 1.
 
12
Cf. RUNYAN (2022), p. 1; INSTAGRAM (2022c).
 
13
Cf. SOKOLOVA/KEFI (2019), p. 4; KARAGÜR/BECKER/KLEIN/EDELING (2021), p. 5.
 
14
Cf. STUBB/COLLIANDER (2019b), p. 219.
 
15
Cf. STUBB/COLLIANDER (2019b), p. 219.
 
16
Cf. CHRISTIANSEN/TAX (2000), p. 185 et seq.; DE VEIRMAN/HUDDERS (2020), p. 24.
 
Metadata
Title
Limitations
Author
Corina Oprea
Copyright Year
2023
DOI
https://doi.org/10.1007/978-3-658-41364-4_16

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