WOW! Is this the marketing strategy you never knew you needed?” Exploring the role of curiosity marketing in an online consumer engagement environment: an exploratory sequential mixed method study
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2023-08-29
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en
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In current times where marketeers and advertisers are often losing control over consumers on interactive, social platforms, the urge to develop effective social media marketing strategies has increased. A marketing strategy that is relatively new and unexplained is that of curiosity marketing. As little is known about this strategy, this study investigates the concept with an exploratory sequential mixed methods design. This design firstly opts to qualitatively shape the key elements of curiosity marketing in a social media context, and secondly quantitatively investigates the effect of curiosity marketing on online consumer engagement (OCE) with a 2 (curiosity versus non-curiosity) x1 (online consumer engagement) between-subjects experiment. In the experiment, the potentially moderating roles of product category involvement (PCI) and consumer attitude (CA) were also assessed. The outcomes of the first study provided insight into the concept as to what the underlying processes are of curiosity in marketing, what the goals are of curiosity marketing, and what elements (curiosity cues) can be applied in curiosity advertising, of which creating an information gap is the most relevant. The latter finding formed the base of the manipulation developed for the experiment. The results of the second study show, as opposed to non-curiosity marketing, that curiosity marketing does not lead to higher OCE. Moreover, PCI nor CA moderate this effect. The manipulation appeared to be unsuccessful however, influencing the subsequent results. It can therefore not be concluded from this study that curiosity marketing is an effective marketing strategy, what concerns OCE.
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Faculteit der Managementwetenschappen