--- _id: '7517' abstract: - lang: eng text: As a service innovation in the sharing economy, on-demand features (ODFs) allow customers to temporarily access additional features of a product they already own in return for a fee. Using ODFs, manufacturers can infuse existing product-centric business models with sharing economy and servitization principles, in order to generate recurring revenues. This article conceptualizes the novel phenomenon and delineates it from other concepts. Moreover, based on two experimental studies and drawing from fairness theory, first evidence is provided for how consumers react to key characteristics of ODFs, namely their tangibility and pricing structure. While intangible, software-based ODFs appear to find acceptance, consumers perceive on-demand access to tangible, hardware-based features as unfair, which explains their reduced purchase intent. Moreover, fairness perceptions and behavioral intentions are more positive towards ODFs that offer flat rate pricing compared to those that employ a pay-per-use pricing structure. article_type: original author: - first_name: Tobias full_name: Schäfers, Tobias id: '77945' last_name: Schäfers orcid: 0000-0002-2533-335X - first_name: Marina full_name: Leban, Marina last_name: Leban - first_name: Florian full_name: Vogt, Florian last_name: Vogt citation: ama: 'Schäfers T, Leban M, Vogt F. On-demand features: Consumer reactions to tangibility and pricing structure. Journal of Business Research. 2022;39(2):751-761. doi:10.1016/j.jbusres.2021.09.054' apa: 'Schäfers, T., Leban, M., & Vogt, F. (2022). On-demand features: Consumer reactions to tangibility and pricing structure. Journal of Business Research, 39(2), 751–761. https://doi.org/10.1016/j.jbusres.2021.09.054' bjps: 'Schäfers T, Leban M and Vogt F (2022) On-Demand Features: Consumer Reactions to Tangibility and Pricing Structure. Journal of Business Research 39, 751–761.' chicago: 'Schäfers, Tobias, Marina Leban, and Florian Vogt. “On-Demand Features: Consumer Reactions to Tangibility and Pricing Structure.” Journal of Business Research 39, no. 2 (2022): 751–61. https://doi.org/10.1016/j.jbusres.2021.09.054.' chicago-de: 'Schäfers, Tobias, Marina Leban und Florian Vogt. 2022. On-demand features: Consumer reactions to tangibility and pricing structure. Journal of Business Research 39, Nr. 2: 751–761. doi:10.1016/j.jbusres.2021.09.054, .' din1505-2-1: 'Schäfers, Tobias ; Leban, Marina ; Vogt, Florian: On-demand features: Consumer reactions to tangibility and pricing structure. In: Journal of Business Research Bd. 39. New York, NY, Elsevier (2022), Nr. 2, S. 751–761' havard: 'T. Schäfers, M. Leban, F. Vogt, On-demand features: Consumer reactions to tangibility and pricing structure, Journal of Business Research. 39 (2022) 751–761.' ieee: 'T. Schäfers, M. Leban, and F. Vogt, “On-demand features: Consumer reactions to tangibility and pricing structure,” Journal of Business Research, vol. 39, no. 2, pp. 751–761, 2022, doi: 10.1016/j.jbusres.2021.09.054.' mla: 'Schäfers, Tobias, et al. “On-Demand Features: Consumer Reactions to Tangibility and Pricing Structure.” Journal of Business Research, vol. 39, no. 2, 2022, pp. 751–61, https://doi.org/10.1016/j.jbusres.2021.09.054.' short: T. Schäfers, M. Leban, F. Vogt, Journal of Business Research 39 (2022) 751–761. ufg: 'Schäfers, Tobias/Leban, Marina/Vogt, Florian: On-demand features: Consumer reactions to tangibility and pricing structure, in: Journal of Business Research 39 (2022), H. 2,  S. 751–761.' van: 'Schäfers T, Leban M, Vogt F. On-demand features: Consumer reactions to tangibility and pricing structure. Journal of Business Research. 2022;39(2):751–61.' date_created: 2022-04-13T10:44:43Z date_updated: 2025-06-26T13:29:56Z department: - _id: DEP1521 doi: 10.1016/j.jbusres.2021.09.054 external_id: isi: - '000712590300014' intvolume: ' 39' isi: '1' issue: '2' keyword: - Sharing economy - Service innovation - Access-based services - Fairness perception language: - iso: eng page: 751-761 place: New York, NY publication: Journal of Business Research publication_identifier: issn: - '0148-2963 ' publication_status: published publisher: Elsevier quality_controlled: '1' status: public title: 'On-demand features: Consumer reactions to tangibility and pricing structure' type: scientific_journal_article user_id: '83781' volume: 39 year: '2022' ... --- _id: '8328' abstract: - lang: eng text: Industrial Marketing Management (IMM) has made academic-practitioner articles central to its development strategy, creating a section to incubate articles co-authored by academics and practitioners. In this editorial, we provide insight to the current state of academic-practitioner articles in Industrial Marketing Management, outline suitable research methodologies, and provide guidelines for prospective authors. author: - first_name: Michel full_name: van der Borgh, Michel last_name: van der Borgh - first_name: Tobias full_name: Schäfers, Tobias id: '77945' last_name: Schäfers orcid: 0000-0002-2533-335X - first_name: Adam full_name: Lindgreen, Adam last_name: Lindgreen - first_name: C. Anthony full_name: Di Benedetto, C. Anthony last_name: Di Benedetto citation: ama: 'van der Borgh M, Schäfers T, Lindgreen A, Di Benedetto CA. Moving the needle: Publishing academic-practitioner research in Industrial Marketing Management.   Industrial marketing management : the international journal for industrial and high-tech firms. 2022;103(5):A1-A6. doi:10.1016/j.indmarman.2022.03.015' apa: 'van der Borgh, M., Schäfers, T., Lindgreen, A., & Di Benedetto, C. A. (2022). Moving the needle: Publishing academic-practitioner research in Industrial Marketing Management.   Industrial Marketing Management : The International Journal for Industrial and High-Tech Firms, 103(5), A1–A6. https://doi.org/10.1016/j.indmarman.2022.03.015' bjps: 'van der Borgh M et al. (2022) Moving the Needle: Publishing Academic-Practitioner Research in Industrial Marketing Management.   Industrial marketing management : the international journal for industrial and high-tech firms 103, A1–A6.' chicago: 'Borgh, Michel van der, Tobias Schäfers, Adam Lindgreen, and C. Anthony Di Benedetto. “Moving the Needle: Publishing Academic-Practitioner Research in Industrial Marketing Management.”   Industrial Marketing Management : The International Journal for Industrial and High-Tech Firms 103, no. 5 (2022): A1–6. https://doi.org/10.1016/j.indmarman.2022.03.015.' chicago-de: 'van der Borgh, Michel, Tobias Schäfers, Adam Lindgreen und C. Anthony Di Benedetto. 2022. Moving the needle: Publishing academic-practitioner research in Industrial Marketing Management.   Industrial marketing management : the international journal for industrial and high-tech firms 103, Nr. 5: A1–A6. doi:10.1016/j.indmarman.2022.03.015, .' din1505-2-1: 'van der Borgh, Michel ; Schäfers, Tobias ; Lindgreen, Adam ; Di Benedetto, C. Anthony: Moving the needle: Publishing academic-practitioner research in Industrial Marketing Management. In:   Industrial marketing management : the international journal for industrial and high-tech firms Bd. 103. New York,NY, Elsevier (2022), Nr. 5, S. A1–A6' havard: 'M. van der Borgh, T. Schäfers, A. Lindgreen, C.A. Di Benedetto, Moving the needle: Publishing academic-practitioner research in Industrial Marketing Management,   Industrial Marketing Management : The International Journal for Industrial and High-Tech Firms. 103 (2022) A1–A6.' ieee: 'M. van der Borgh, T. Schäfers, A. Lindgreen, and C. A. Di Benedetto, “Moving the needle: Publishing academic-practitioner research in Industrial Marketing Management,”   Industrial marketing management : the international journal for industrial and high-tech firms, vol. 103, no. 5, pp. A1–A6, 2022, doi: 10.1016/j.indmarman.2022.03.015.' mla: 'van der Borgh, Michel, et al. “Moving the Needle: Publishing Academic-Practitioner Research in Industrial Marketing Management.”   Industrial Marketing Management : The International Journal for Industrial and High-Tech Firms, vol. 103, no. 5, 2022, pp. A1–6, https://doi.org/10.1016/j.indmarman.2022.03.015.' short: 'M. van der Borgh, T. Schäfers, A. Lindgreen, C.A. Di Benedetto,   Industrial Marketing Management : The International Journal for Industrial and High-Tech Firms 103 (2022) A1–A6.' ufg: 'Borgh, Michel van der u. a.: Moving the needle: Publishing academic-practitioner research in Industrial Marketing Management, in:   Industrial marketing management : the international journal for industrial and high-tech firms 103 (2022), H. 5,  S. A1–A6.' van: 'van der Borgh M, Schäfers T, Lindgreen A, Di Benedetto CA. Moving the needle: Publishing academic-practitioner research in Industrial Marketing Management.   Industrial marketing management : the international journal for industrial and high-tech firms. 2022;103(5):A1–6.' date_created: 2022-05-31T11:34:05Z date_updated: 2024-08-08T07:29:18Z department: - _id: DEP1521 doi: 10.1016/j.indmarman.2022.03.015 intvolume: ' 103' issue: '5' keyword: - Academic-practitioner - Research - Rigor - Relevance language: - iso: eng page: A1-A6 place: New York,NY publication: ' Industrial marketing management : the international journal for industrial and high-tech firms' publication_identifier: eissn: - 1873-2062 issn: - 0019-8501 publication_status: published publisher: Elsevier status: public title: 'Moving the needle: Publishing academic-practitioner research in Industrial Marketing Management' type: scientific_journal_article user_id: '83781' volume: 103 year: '2022' ... --- _id: '8339' author: - first_name: F. full_name: Lauzi, F. last_name: Lauzi - first_name: J. full_name: Westphal, J. last_name: Westphal - first_name: D. full_name: Rangarajan, D. last_name: Rangarajan - first_name: Tobias full_name: Schäfers, Tobias id: '77945' last_name: Schäfers orcid: 0000-0002-2533-335X - first_name: M.C. full_name: Parra-Merono, M.C. last_name: Parra-Merono - first_name: M.D. full_name: De-Juan-Vigaray, M.D. last_name: De-Juan-Vigaray citation: ama: 'Lauzi F, Westphal J, Rangarajan D, Schäfers T, Parra-Merono MC, De-Juan-Vigaray MD. Sales Enablement for Industrial Marketing: Exploring Contingencies and Dynamics.' apa: 'Lauzi, F., Westphal, J., Rangarajan, D., Schäfers, T., Parra-Merono, M. C., & De-Juan-Vigaray, M. D. (n.d.). Sales Enablement for Industrial Marketing: Exploring Contingencies and Dynamics. 5th Industrial Marketing Management Summit, Online.' bjps: 'Lauzi F et al. (n.d.) Sales Enablement for Industrial Marketing: Exploring Contingencies and Dynamics. .' chicago: 'Lauzi, F., J. Westphal, D. Rangarajan, Tobias Schäfers, M.C. Parra-Merono, and M.D. De-Juan-Vigaray. Sales Enablement for Industrial Marketing: Exploring Contingencies and Dynamics, n.d.' chicago-de: 'Lauzi, F., J. Westphal, D. Rangarajan, Tobias Schäfers, M.C. Parra-Merono und M.D. De-Juan-Vigaray. Sales Enablement for Industrial Marketing: Exploring Contingencies and Dynamics.' din1505-2-1: 'Lauzi, F. ; Westphal, J. ; Rangarajan, D. ; Schäfers, Tobias ; Parra-Merono, M.C. ; De-Juan-Vigaray, M.D.: Sales Enablement for Industrial Marketing: Exploring Contingencies and Dynamics' havard: 'F. Lauzi, J. Westphal, D. Rangarajan, T. Schäfers, M.C. Parra-Merono, M.D. De-Juan-Vigaray, Sales Enablement for Industrial Marketing: Exploring Contingencies and Dynamics, n.d.' ieee: 'F. Lauzi, J. Westphal, D. Rangarajan, T. Schäfers, M. C. Parra-Merono, and M. D. De-Juan-Vigaray, Sales Enablement for Industrial Marketing: Exploring Contingencies and Dynamics.' mla: 'Lauzi, F., et al. Sales Enablement for Industrial Marketing: Exploring Contingencies and Dynamics.' short: 'F. Lauzi, J. Westphal, D. Rangarajan, T. Schäfers, M.C. Parra-Merono, M.D. De-Juan-Vigaray, Sales Enablement for Industrial Marketing: Exploring Contingencies and Dynamics, n.d.' ufg: 'Lauzi, F. u. a.: Sales Enablement for Industrial Marketing: Exploring Contingencies and Dynamics, o. O. u. J. .' van: 'Lauzi F, Westphal J, Rangarajan D, Schäfers T, Parra-Merono MC, De-Juan-Vigaray MD. Sales Enablement for Industrial Marketing: Exploring Contingencies and Dynamics.' conference: end_date: 2022-01-21 location: Online name: 5th Industrial Marketing Management Summit start_date: 2022-01-20 date_created: 2022-06-10T06:56:54Z date_updated: 2024-12-04T14:46:41Z department: - _id: DEP1521 language: - iso: eng publication_status: accepted status: public title: 'Sales Enablement for Industrial Marketing: Exploring Contingencies and Dynamics' type: conference_speech user_id: '83781' year: '2022' ... --- _id: '8340' author: - first_name: Tobias full_name: Schäfers, Tobias id: '77945' last_name: Schäfers orcid: 0000-0002-2533-335X - first_name: Marina full_name: Leban, Marina last_name: Leban citation: ama: 'Schäfers T, Leban M. On-Demand Features: Opportunities and Challenges of Fractional as-a-Service Business Models.' apa: 'Schäfers, T., & Leban, M. (n.d.). On-Demand Features: Opportunities and Challenges of Fractional as-a-Service Business Models. American Marketing Association Winter Academic Conference, Online.' bjps: 'Schäfers T and Leban M (n.d.) On-Demand Features: Opportunities and Challenges of Fractional as-a-Service Business Models. .' chicago: 'Schäfers, Tobias, and Marina Leban. On-Demand Features: Opportunities and Challenges of Fractional as-a-Service Business Models, n.d.' chicago-de: 'Schäfers, Tobias und Marina Leban. On-Demand Features: Opportunities and Challenges of Fractional as-a-Service Business Models.' din1505-2-1: 'Schäfers, Tobias ; Leban, Marina: On-Demand Features: Opportunities and Challenges of Fractional as-a-Service Business Models' havard: 'T. Schäfers, M. Leban, On-Demand Features: Opportunities and Challenges of Fractional as-a-Service Business Models, n.d.' ieee: 'T. Schäfers and M. Leban, On-Demand Features: Opportunities and Challenges of Fractional as-a-Service Business Models.' mla: 'Schäfers, Tobias, and Marina Leban. On-Demand Features: Opportunities and Challenges of Fractional as-a-Service Business Models.' short: 'T. Schäfers, M. Leban, On-Demand Features: Opportunities and Challenges of Fractional as-a-Service Business Models, n.d.' ufg: 'Schäfers, Tobias/Leban, Marina: On-Demand Features: Opportunities and Challenges of Fractional as-a-Service Business Models, o. O. u. J. .' van: 'Schäfers T, Leban M. On-Demand Features: Opportunities and Challenges of Fractional as-a-Service Business Models.' conference: end_date: 2022-02-11 location: ' Online' name: American Marketing Association Winter Academic Conference start_date: 2022-02-10 date_created: 2022-06-10T06:59:07Z date_updated: 2024-12-04T14:47:05Z department: - _id: DEP1521 language: - iso: eng publication_status: accepted status: public title: 'On-Demand Features: Opportunities and Challenges of Fractional as-a-Service Business Models' type: conference_speech user_id: '83781' year: '2022' ... --- _id: '8341' author: - first_name: Gerrit full_name: Cziehso, Gerrit last_name: Cziehso - first_name: Tobias full_name: Schäfers, Tobias id: '77945' last_name: Schäfers orcid: 0000-0002-2533-335X - first_name: Stefan full_name: Brinkhoff, Stefan last_name: Brinkhoff - first_name: Nina full_name: Nauß, Nina last_name: Nauß citation: ama: Cziehso G, Schäfers T, Brinkhoff S, Nauß N. „Just Try It on!” - Using Location-Based Bluetooth Technology to Reveal the Effects of Fitting Room Visits on Purchases and in-Store Movement. apa: Cziehso, G., Schäfers, T., Brinkhoff, S., & Nauß, N. (n.d.). „Just try it on!” - Using location-based bluetooth technology to reveal the effects of fitting room visits on purchases and in-store movement. 2022 European Marketing Academy Conference, Budapest. bjps: Cziehso G et al. (n.d.) „Just Try It on!” - Using Location-Based Bluetooth Technology to Reveal the Effects of Fitting Room Visits on Purchases and in-Store Movement. . chicago: Cziehso, Gerrit, Tobias Schäfers, Stefan Brinkhoff, and Nina Nauß. „Just Try It on!” - Using Location-Based Bluetooth Technology to Reveal the Effects of Fitting Room Visits on Purchases and in-Store Movement, n.d. chicago-de: Cziehso, Gerrit, Tobias Schäfers, Stefan Brinkhoff und Nina Nauß. „Just try it on!” - Using location-based bluetooth technology to reveal the effects of fitting room visits on purchases and in-store movement. din1505-2-1: 'Cziehso, Gerrit ; Schäfers, Tobias ; Brinkhoff, Stefan ; Nauß, Nina: „Just try it on!” - Using location-based bluetooth technology to reveal the effects of fitting room visits on purchases and in-store movement' havard: G. Cziehso, T. Schäfers, S. Brinkhoff, N. Nauß, „Just try it on!” - Using location-based bluetooth technology to reveal the effects of fitting room visits on purchases and in-store movement, n.d. ieee: G. Cziehso, T. Schäfers, S. Brinkhoff, and N. Nauß, „Just try it on!” - Using location-based bluetooth technology to reveal the effects of fitting room visits on purchases and in-store movement. mla: Cziehso, Gerrit, et al. „Just Try It on!” - Using Location-Based Bluetooth Technology to Reveal the Effects of Fitting Room Visits on Purchases and in-Store Movement. short: G. Cziehso, T. Schäfers, S. Brinkhoff, N. Nauß, „Just Try It on!” - Using Location-Based Bluetooth Technology to Reveal the Effects of Fitting Room Visits on Purchases and in-Store Movement, n.d. ufg: 'Cziehso, Gerrit u. a.: „Just try it on!” - Using location-based bluetooth technology to reveal the effects of fitting room visits on purchases and in-store movement, o. O. u. J. .' van: Cziehso G, Schäfers T, Brinkhoff S, Nauß N. „Just try it on!” - Using location-based bluetooth technology to reveal the effects of fitting room visits on purchases and in-store movement. conference: end_date: 2022-05-27 location: Budapest name: 2022 European Marketing Academy Conference start_date: 2022-05-24 date_created: 2022-06-10T07:04:12Z date_updated: 2024-12-04T14:47:45Z department: - _id: DEP1521 language: - iso: eng publication_status: accepted status: public title: „Just try it on!” - Using location-based bluetooth technology to reveal the effects of fitting room visits on purchases and in-store movement type: conference_speech user_id: '83781' year: '2022' ... --- _id: '8808' author: - first_name: Tobias full_name: Schäfers, Tobias id: '77945' last_name: Schäfers orcid: 0000-0002-2533-335X - first_name: Mark full_name: Groza, Mark last_name: Groza citation: ama: Schäfers T, Groza M. Selling Ownership or Selling Access? Examining Salespersons’ Preferences and Capabilities . apa: Schäfers, T., & Groza, M. (n.d.). Selling ownership or selling access? Examining salespersons’ preferences and capabilities . 3rd International Conference on Challenges in Managing Smart Products and Services (CHIMSPAS 2022), Bielefeld . bjps: Schäfers T and Groza M (n.d.) Selling Ownership or Selling Access? Examining Salespersons’ Preferences and Capabilities . . chicago: Schäfers, Tobias, and Mark Groza. Selling Ownership or Selling Access? Examining Salespersons’ Preferences and Capabilities , n.d. chicago-de: Schäfers, Tobias und Mark Groza. Selling ownership or selling access? Examining salespersons’ preferences and capabilities . din1505-2-1: 'Schäfers, Tobias ; Groza, Mark: Selling ownership or selling access? Examining salespersons’ preferences and capabilities ' havard: T. Schäfers, M. Groza, Selling ownership or selling access? Examining salespersons’ preferences and capabilities , n.d. ieee: T. Schäfers and M. Groza, Selling ownership or selling access? Examining salespersons’ preferences and capabilities . mla: Schäfers, Tobias, and Mark Groza. Selling Ownership or Selling Access? Examining Salespersons’ Preferences and Capabilities . short: T. Schäfers, M. Groza, Selling Ownership or Selling Access? Examining Salespersons’ Preferences and Capabilities , n.d. ufg: 'Schäfers, Tobias/Groza, Mark: Selling ownership or selling access? Examining salespersons’ preferences and capabilities , o. O. u. J. .' van: Schäfers T, Groza M. Selling ownership or selling access? Examining salespersons’ preferences and capabilities . conference: end_date: 2022-08-26 location: 'Bielefeld ' name: 3rd International Conference on Challenges in Managing Smart Products and Services (CHIMSPAS 2022) start_date: 2022-08-25 date_created: 2022-08-26T09:08:42Z date_updated: 2024-08-08T06:43:37Z department: - _id: DEP1521 language: - iso: eng publication_status: accepted status: public title: 'Selling ownership or selling access? Examining salespersons'' preferences and capabilities ' type: conference_speech user_id: '83781' year: '2022' ... --- _id: '7518' abstract: - lang: eng text: The sharing economy provides short-term access to products without the risks associated with ownership. While extant research primarily examined it in the context of affluent consumer segments, the sharing economy may offer opportunities for consumers at the base of the economic pyramid, where ownership risks prevent access to products that could create societal benefits. Drawing from risk perception theory, we examine how access-based services, as an alternative to ownership, can mitigate perceived risk dimensions. An experimental study reveals that, in contrast to consumers with higher income, low-income consumers perceive access-based services to entail less financial risk, resulting in a greater inclination to access a good than to own it. In a second study, we explore these differences by comparing access with a risk mitigation strategy. We find that at the base of the pyramid, access is perceived to entail less financial risk than both ownership and ownership with a warranty. The results indicate the importance of the sharing economy for addressing the limited availability of resources for alleviating poverty. Based on our findings, we derive implications for consumers and service providers at the base of the pyramid, and discuss how the COVID-19 pandemic may be detrimental to the identified opportunities. article_type: original author: - first_name: Tobias full_name: Schäfers, Tobias id: '77945' last_name: Schäfers orcid: 0000-0002-2533-335X - first_name: Gopalakrishnan full_name: Narayanamurthy, Gopalakrishnan last_name: Narayanamurthy - first_name: Roger full_name: Moser, Roger last_name: Moser - first_name: Marina full_name: Leban, Marina last_name: Leban citation: ama: 'Schäfers T, Narayanamurthy G, Moser R, Leban M. The sharing economy at the base of the economic pyramid: How access‐based services can help overcome ownership risks. Psychology & Marketing. 2021;38(11):2073-2088. doi:10.1002/mar.21541' apa: 'Schäfers, T., Narayanamurthy, G., Moser, R., & Leban, M. (2021). The sharing economy at the base of the economic pyramid: How access‐based services can help overcome ownership risks. Psychology & Marketing, 38(11), 2073–2088. https://doi.org/10.1002/mar.21541' bjps: 'Schäfers T et al. (2021) The Sharing Economy at the Base of the Economic Pyramid: How Access‐based Services Can Help Overcome Ownership Risks. Psychology & Marketing 38, 2073–2088.' chicago: 'Schäfers, Tobias, Gopalakrishnan Narayanamurthy, Roger Moser, and Marina Leban. “The Sharing Economy at the Base of the Economic Pyramid: How Access‐based Services Can Help Overcome Ownership Risks.” Psychology & Marketing 38, no. 11 (2021): 2073–88. https://doi.org/10.1002/mar.21541.' chicago-de: 'Schäfers, Tobias, Gopalakrishnan Narayanamurthy, Roger Moser und Marina Leban. 2021. The sharing economy at the base of the economic pyramid: How access‐based services can help overcome ownership risks. Psychology & Marketing 38, Nr. 11: 2073–2088. doi:10.1002/mar.21541, .' din1505-2-1: 'Schäfers, Tobias ; Narayanamurthy, Gopalakrishnan ; Moser, Roger ; Leban, Marina: The sharing economy at the base of the economic pyramid: How access‐based services can help overcome ownership risks. In: Psychology & Marketing Bd. 38. New York, NY, Wiley (2021), Nr. 11, S. 2073–2088' havard: 'T. Schäfers, G. Narayanamurthy, R. Moser, M. Leban, The sharing economy at the base of the economic pyramid: How access‐based services can help overcome ownership risks, Psychology & Marketing. 38 (2021) 2073–2088.' ieee: 'T. Schäfers, G. Narayanamurthy, R. Moser, and M. Leban, “The sharing economy at the base of the economic pyramid: How access‐based services can help overcome ownership risks,” Psychology & Marketing, vol. 38, no. 11, pp. 2073–2088, 2021, doi: 10.1002/mar.21541.' mla: 'Schäfers, Tobias, et al. “The Sharing Economy at the Base of the Economic Pyramid: How Access‐based Services Can Help Overcome Ownership Risks.” Psychology & Marketing, vol. 38, no. 11, 2021, pp. 2073–88, https://doi.org/10.1002/mar.21541.' short: T. Schäfers, G. Narayanamurthy, R. Moser, M. Leban, Psychology & Marketing 38 (2021) 2073–2088. ufg: 'Schäfers, Tobias u. a.: The sharing economy at the base of the economic pyramid: How access‐based services can help overcome ownership risks, in: Psychology & Marketing 38 (2021), H. 11,  S. 2073–2088.' van: 'Schäfers T, Narayanamurthy G, Moser R, Leban M. The sharing economy at the base of the economic pyramid: How access‐based services can help overcome ownership risks. Psychology & Marketing. 2021;38(11):2073–88.' date_created: 2022-04-13T10:45:02Z date_updated: 2025-06-26T13:23:58Z department: - _id: DEP1521 doi: 10.1002/mar.21541 external_id: isi: - '000672550800001' intvolume: ' 38' isi: '1' issue: '11' keyword: - access-based services - base of the pyramid - risk perception theory - sharing economy language: - iso: eng page: 2073-2088 place: New York, NY publication: Psychology & Marketing publication_identifier: eissn: - 1520-6793 issn: - 0742-6046 publication_status: published publisher: Wiley quality_controlled: '1' status: public title: 'The sharing economy at the base of the economic pyramid: How access‐based services can help overcome ownership risks' type: scientific_journal_article user_id: '83781' volume: 38 year: '2021' ... --- _id: '7519' abstract: - lang: eng text: Increasing consumer engagement is a cornerstone of companies' social media efforts. However, how social media brand engagement behavior affects brand performance remains largely unexplored. We capture engagement along two dimensions - volume and variety - and measure brand performance using consumers' brand attachment, attitudes, and purchase intentions. Based on the power law of practice and combining survey measures with social media data, our analyses reveal a diminishing marginal utility of engagement volume, as the positive impact of engagement behavior on brand outcomes declines at higher engagement levels. However, the variation across performed activities attenuates these diminishing returns on engagement volume. We find consistent evidence for these effects across two studies with 1347 consumers who interacted with different brands. The results question companies' often unidimensional focus on increasing engagement volume. Instead, our findings suggest that to maximize brand performance on social media platforms, companies should also encourage engagement variety. article_type: original author: - first_name: Tobias full_name: Schäfers, Tobias id: '77945' last_name: Schäfers orcid: 0000-0002-2533-335X - first_name: Tomas full_name: Falk, Tomas last_name: Falk - first_name: Ashish full_name: Kumar, Ashish last_name: Kumar - first_name: Julia full_name: Schamari, Julia last_name: Schamari citation: ama: Schäfers T, Falk T, Kumar A, Schamari J. More of the same? Effects of volume and variety of social media brand engagement behavior. Journal of Business Research. 2021;135:282-294. doi:10.1016/j.jbusres.2021.06.033 apa: Schäfers, T., Falk, T., Kumar, A., & Schamari, J. (2021). More of the same? Effects of volume and variety of social media brand engagement behavior. Journal of Business Research, 135, 282–294. https://doi.org/10.1016/j.jbusres.2021.06.033 bjps: Schäfers T et al. (2021) More of the Same? Effects of Volume and Variety of Social Media Brand Engagement Behavior. Journal of Business Research 135, 282–294. chicago: 'Schäfers, Tobias, Tomas Falk, Ashish Kumar, and Julia Schamari. “More of the Same? Effects of Volume and Variety of Social Media Brand Engagement Behavior.” Journal of Business Research 135 (2021): 282–94. https://doi.org/10.1016/j.jbusres.2021.06.033.' chicago-de: 'Schäfers, Tobias, Tomas Falk, Ashish Kumar und Julia Schamari. 2021. More of the same? Effects of volume and variety of social media brand engagement behavior. Journal of Business Research 135: 282–294. doi:10.1016/j.jbusres.2021.06.033, .' din1505-2-1: 'Schäfers, Tobias ; Falk, Tomas ; Kumar, Ashish ; Schamari, Julia: More of the same? Effects of volume and variety of social media brand engagement behavior. In: Journal of Business Research Bd. 135. Amsterdam [u.a.], Elsevier (2021), S. 282–294' havard: T. Schäfers, T. Falk, A. Kumar, J. Schamari, More of the same? Effects of volume and variety of social media brand engagement behavior, Journal of Business Research. 135 (2021) 282–294. ieee: 'T. Schäfers, T. Falk, A. Kumar, and J. Schamari, “More of the same? Effects of volume and variety of social media brand engagement behavior,” Journal of Business Research, vol. 135, pp. 282–294, 2021, doi: 10.1016/j.jbusres.2021.06.033.' mla: Schäfers, Tobias, et al. “More of the Same? Effects of Volume and Variety of Social Media Brand Engagement Behavior.” Journal of Business Research, vol. 135, 2021, pp. 282–94, https://doi.org/10.1016/j.jbusres.2021.06.033. short: T. Schäfers, T. Falk, A. Kumar, J. Schamari, Journal of Business Research 135 (2021) 282–294. ufg: 'Schäfers, Tobias u. a.: More of the same? Effects of volume and variety of social media brand engagement behavior, in: Journal of Business Research 135 (2021),  S. 282–294.' van: Schäfers T, Falk T, Kumar A, Schamari J. More of the same? Effects of volume and variety of social media brand engagement behavior. Journal of Business Research. 2021;135:282–94. date_created: 2022-04-13T10:52:38Z date_updated: 2025-06-26T13:24:36Z department: - _id: DEP1521 doi: 10.1016/j.jbusres.2021.06.033 external_id: isi: - '000683569100021' intvolume: ' 135' isi: '1' keyword: - Social media - Brand engagement - Diminishing marginal utility - Learning curve language: - iso: eng page: 282-294 place: Amsterdam [u.a.] publication: Journal of Business Research publication_identifier: eissn: - 1873-7978 issn: - 0148-2963 publication_status: published publisher: Elsevier quality_controlled: '1' status: public title: More of the same? Effects of volume and variety of social media brand engagement behavior type: scientific_journal_article user_id: '83781' volume: 135 year: '2021' ...