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Consumers regularly share negative eWOM regarding brand experiences, yet the effects of emotions in this process are unknown. Using the framework of Stimulus–Organism–Response theory we operationalized our study in the context of ephemeral (self-deleting) social media. Across two studies, consumers experienced anxiety during the creation of eWOM, particularly after considering a negative brand experience. Anxiety was manifest in consumers’ decisions to reduce the time availability of online messages and appeased by the use of ephemeral social media. This behavior, in theory, reduces the threat to consumers’ impression management goals caused by sharing negative eWOM within their social networks. Further evidence is found as consumers limit (lengthen) message availability a) when including less (more) positive words in their messages, or b) when sharing about non-economic (economic) experiences. We discuss the implications of consumer emotion and anxiety on the availability of eWOM in social media.

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Purpose -Due in large part to the proprietary nature of costs, there is a dearth of academic literature investigating the factors influencing the costs for sport marketing investments, such as sponsorship. Therefore, the purpose of this paper is to provide an analytical framework for market intelligence that enables managers to better predict and forecast costs in today's ever-changing sport marketing environment. Design/methodology/approach -Given the dynamic and ultra-competitive nature of the athletic apparel industry, this context was chosen to investigate the influence of four distinct factors on sponsorship costs, including property-specific factors, on-field performance, and market-specific factors. A systematic, hierarchical procedure was utilized in the development of a predictive empirical model, which was then utilized to generate predicted values on a per property basis. Findings -Results demonstrated that both property-specific and performance-related factors were significant predictors of costs, while variables reflecting the attractiveness of the property's home market were non-significant. Further analysis revealed the potential for agency conflicts in the allocation of resources toward properties near the corporate headquarters of sponsors, as well as evidence of overspending by challenger brands (Adidas, Under Armour) in their quest to topple industry leader Nike. Originality/value -Though the context of apparel sponsorships of US-based intercollegiate athletic programs limits the generalizability of the results, this study represents one of the few in the literature to empirically investigate the determinants of sponsorship costs, providing much-needed guidance to aid decision making in a highly volatile, unpredictable industry.The ability to accurately forecast costs is an important consideration for any marketing manager. However, gaining the appropriate intelligence to enhance decision making relative to such costs can be equally challenging. This capability is particularly vital for investments in non-traditional marketing expenditures such as sport sponsorship, where metrics to analyze return-on-investment are not universally accepted and brand-by-brand costs are typically proprietary (Cornwell et al., 2005). Empirical research that explicates the factors that influence costs can assist marketing managers,

Service research in the advance selling of experience services is limited in regard to how individual and situational differences influence price information processing. Applying construal-level theory in the context of advance selling of tickets for experience services, this research demonstrates that who (near vs. far social distance), when (near vs. far temporal distance), and where (spatial distance) influence price sensitivity and perceived value of the experience service. Study 1 finds that consumers are more price sensitive when they consider the advance purchase of events taking place further in the future, unless they are experienced, as Study 2 finds. Across both studies, buyers perceive greater value when the time and location of the event are psychologically near. Compared to when social distance is near (self-reference), consumers construe other average buyers in the market to be relatively more price sensitive and to perceive relatively higher value for experience services. Since an important factor at work in the minds of buyers is other buyers, the results imply that service providers should frame offers in reference more to others than the self for experiences. The effects of time and distance suggest managers should carefully geo-target offers customized to when and where customers are when buying tickets. As experienced buyers have learned to be price sensitive for tickets, managers should identify these individuals to provide relevant value-added offers.