Michel Clement

Michel Clement
University of Hamburg | UHH · Institute for Marketing and Media

PhD

About

135
Publications
37,261
Reads
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1,337
Citations
Citations since 2017
26 Research Items
755 Citations
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2017201820192020202120222023020406080100120140
2017201820192020202120222023020406080100120140
2017201820192020202120222023020406080100120140
Additional affiliations
April 2006 - present
University of Hamburg
Position
  • Professor (Full)
October 2005 - March 2006
Universität Passau
Position
  • Professor
January 2002 - October 2005
Christian-Albrechts-Universität zu Kiel
Position
  • Professor (Assistant)

Publications

Publications (135)
Article
Full-text available
How does advertising affect supply and demand in the entertainment industry? Different advertising and distribution mechanisms and unique product characteristics limit the transferability of findings from other industries to the entertainment industry. This meta-analysis focuses on 290 documented elasticities, drawn from 59 studies of movies and vi...
Article
Full-text available
Digital technologies allow versioning a product (e.g., a movie) for different physical and digital sequential distribution channels to target heterogeneous consumer segments, thereby creating exclusive offers. Extant literature on sequential distribution for movies largely concentrates on the theater-to-home-video window length (e.g., DVD), thus, n...
Article
Full-text available
Nowadays, platforms in many industries offer content for a (monthly) flat rate (e.g., music streaming). While flat rates are efficient in reducing transaction costs for administering customers, platforms’ rules for remunerating content right holders are crucial for royalty allocation and, as a result, heavily discussed in several industries. The mu...
Article
Full-text available
COVID-19 induced restrictions ordered by governments around the world have been an exogenous shock to the music industry, which we divide into two affected groups: 1) live music events and 2) recorded music. While the impact on live music events is rather obvious, it is unclear how the current pandemic is affecting the recorded music market. Hence,...
Article
Full-text available
During a crisis, society calls for individuals to take prosocial actions that promote crisis management. Indeed, individuals show higher willingness to help after a disaster. However, the COVID-19 pandemic presents significant differences as it is an ongoing crisis that affects all individuals and has the potential to pose a direct health threat to...
Article
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Background and Objective Societies require prosocial activities during crises. The COVID‐19 pandemic presents individuals with unique challenges that may affect their emotional state leading to reformed personal moral norms. Crucially, personal moral norms are important predictors of moral behaviour. Given the longevity of the pandemic, studying it...
Article
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Background Donor retention is essential for blood banks because acquiring new donors is more expensive than retaining existing ones. Previous studies show that the temporary deferral of donors negatively impacts future donation likelihood. In this study, we analyze the impact of temporary deferrals on future donation behavior while correcting for p...
Article
Full-text available
Background and objectives A donor health questionnaire (DHQ) aims to ensure the safety of donors and recipients of transfusions or transplantations with blood components, plasma‐derived medicinal products, tissues, haematopoietic stem cells and medically assisted reproduction (in short substances of human origin; SoHO). Currently, many different DH...
Article
Programmatic advertising is prevalent in online advertising. However, it offers managers limited control over the type of website where the ad appears, resulting in brand safety issues. Aware of the risk that ads may potentially display on websites of poor quality (nonpremium websites), managers have developed strategies to reduce this risk. Due to...
Article
This paper introduces the new Idea Forum at the Journal of Media Economics and provides an overview of the challenges in the movie industry caused by the market entry of subscription-based video on demand (SVOD) providers such as Netflix and Amazon (Prime). Specifically, we focus on the fundamental shift in traditional distributors’ value chains an...
Article
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The news industry is being massively disrupted by the digital distribution of news. Consequently, publishers have revised their business models and integrated pay-per-article options. To reduce pre-purchase uncertainty, consumers can use information from firm-induced (e.g., newsletters), or consumer-induced communication (e.g., likes). These commun...
Article
It is challenging for survey researchers to investigate sensitive topics due to concerns about socially desirable responding (SDR). The susceptibility to social desirability bias may vary not only between individuals (e.g., different perceptions about social norms) but also within individuals (e.g., perceived sensitivity of different items). Thus,...
Article
Estimating the demand of books is an important business-planning task for publishing companies. This study identifies, quantifies, and generalizes the sales drivers of children’s and young adult literature books and investigates whether quantitative prediction models improve prerelease sales predictions. We compare the model-based predictions with...
Article
Full-text available
We study the influence of shipping fee schedules on the return behavior of customers. Based on a randomized field experiment, we analyze the behavior of visitors of an online shop. Specifically, online shop visitors are assigned to one of seven different shipping fee structures where (a) minimum order sizes, (b) shipping fees, and (c) threshold-bas...
Article
BACKGROUND Increasing competition by nonprofit organizations provides blood donors with many options to engage themselves prosocially (e.g., by donating money or time). While most previous studies focused only on one form of donation, only a few studies analyzed two or more forms. This research gap is remarkable, as prior research has shown that a...
Article
The collection of blood given by donors has proven to be a substantial societal and a managerial challenge. Consequently, blood donation services seek for incentive mechanisms to retain donors. However, economic or material rewards might entail negative side effects such as motivational crowding out or even attracting “bad blood”. In an effort to i...
Article
The increasing demand for e-books has led to substantial changes in the book market structure and in the demand for printed books (p-books). In the early market stage, demand side cannibalisation from e-books is potentially underestimated due to two effects: (1) early adopter profiles and (2) different usage context situations for digital and physi...
Article
It is challenging for survey researchers to investigate sensitive topics due to concerns about socially desirable responding (SDR). The susceptibility to social desirability bias may vary not only between individuals (e.g., different perceptions about social norms) but also within individuals (e.g., perceived sensitivity of different items). Thus,...
Article
Managers predict the sales of new entertainment products prior to their release using comparables, such as similar books from the same author or movies with the same actors. In this study, the authors analyze whether diffusion models for media products provide helpful support in the management task of predicting prelaunch sales of the first distrib...
Article
Many firms apply “customer demarketing” strategies and dismiss unprofitable customers. However, empirical research on the consequences of dismissing customers is scarce. We address this research gap and develop and empirically analyze a theoretical framework of consumer reactions to customer demarketing based on the theory of dual entitlement. We c...
Article
Movie industry experts continuously debate whether the industry's enormous investments in stars pay off. Although a rich body of research has addressed the question whether stars are critical to the success of movies, previous research does not provide a consistent picture of the impact of stars on the economic success of the respective product. To...
Article
Der Kunstmarkt weist bei einem jährlichen internationalen Marktvolumen von ca. 43 Mrd. US$ neben dem kulturellen Stellenwert auch interessante ökonomische Implikationen auf, die für die betriebswirtschaftliche Forschung relevant sind. Da ein Gemälde ein Einzelstück ist, das selten gehandelt wird und dessen Wertschätzung sehr subjektiv ist, besteht...
Article
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Understanding how consumer evaluations of online advertisements affect their intention to share advertising content online is essential for successful viral advertising. This article examines consumer decisions whether or not to share video advertisements, in particular the role of their moment-to-moment likeability of the online ad. The study uses...
Article
Recent acquisitions involving Tumblr and Instagram have demonstrated that the takeover of an unlisted start-up company can offer enormous financial benefits to its (former) stakeholders. Considering the multimillion-dollar amounts paid for start-ups with no existing and highly uncertain future revenues, we investigate the process and outcome of neg...
Article
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When companies launch new products, they need to understand the impact of publicity and advertising on sales. What is their relative effectiveness? Do they strengthen each other (have a positive interaction effect) or weaken each other (have a negative interaction effect)? Further, does the timing of these activities (before or after launch) affect...
Article
The economic value of celebrity brands is heavily influenced by their ability to generate large-scale consumer interest. We develop a comprehensive framework for the drivers of celebrities' market popularity (in terms of consumer interest generated by celebrities) including variables related to actors, movies, and actor-movie fit. To test the frame...
Article
The objective of this paper is to quantify selection effects related to blood donation behavior and their impact on donors’ perceived health status. We rely on data from the 2009 and 2010 survey waves of the German socio-economic panel (N=12,000), including information on health-related, demographic and psychographic factors as well as monetary don...
Article
We propose a combined approach of propensity score matching with difference-in-differences methods for reducing selection biases of products being reviewed by critics. Critics’ decision to review products may be driven by observable (e.g., star power) and unobservable (e.g., critics’ individual preferences) factors, raising the question of reverse...
Article
The rise of the Internet and new online services have led to the wide-scale illegal distribution of digital entertainment products, such as music, movies, games, and books. We analyze whether firms in the entertainment industry should fight unlicensed usage by providing specific offers that maximize the utility for segments relying on unlicensed us...
Article
This article addresses the question of why Internet users participate in and actively generate content for online communities. We asked users who actively produce online content and those who are passive recipients of mainstream community Web sites that feature user-generated content about their behavior and motivations. We aimed to identify the di...
Article
Full-text available
The brand personality of nonprofit service organizations (NPO) is a focal cue for individuals engaging in pro-social behavior. However, the positive effect of brand personality on donors’ intention to engage pro-socially may be affected in cases in which NPOs provide monetary incentives to those donors. Relying on social exchange theory, the author...
Article
Full-text available
Understanding donor profiles is crucial for donor relationship management. Whereas previous research has focused on profiling blood, money, or time donor segments separately, we define seven donor profiles based on their former donation behavior for blood, money, and time donation and compare them to non-donors. Relying on representative data from...
Article
Book pricing is problematic for two main reasons. First, because legal restrictions make pricing decisions irreversible. Second, because publishers must set prices for many books every year. Therefore, a sound knowledge of consumer reaction to price is essential for good pricing decisions. Our research examines consumer reactions to prices, provide...
Article
Social influence on consumer behavior has long been a subject of academic research in various scientific fields. According to research by Salganik, Dodds, and Watts (2006), music demand is a function of social influence between consumers. Market concentration tends to increase when information on demand becomes publicly available. In addition, stoc...
Article
Full-text available
In this research paper, we investigate whether direct marketing campaigns that rely on emergencies are a successful strategy for nonprofit services. Prior literature grounded in monetary donations suggests that using direct marketing mailings with an emergency context should lead to a higher intention to donate blood than using mailings that are un...
Chapter
Das Dialogmarketing steht durch technische Innovationen vor massiven Veränderungen. Vor allem die digitale Kommunikation in sozialen Netzwerken rückt zunehmend in den Fokus des Dialogmarketing und stellt neue Herausforderungen an das Management. Diese bestehen insbesondere in der Analyse der sozialen Struktur der Kommunikation und den Beziehungen d...
Article
Driven by the pressure to permanently release a large number of books, publishers have to allocate limited advertising budgets across the wide range of newly released books. As in many creative industries, publishers often focus their advertising activities on potential top sellers written by recent bestselling authors. Considering potential select...
Article
Stars earn massive salaries for participating in movies and other media products. However, the successes of some movies that do not feature major stars have led practitioners and researchers to question the reasonableness of such investments. This research determines star value by interpreting stars as ingredient brands and accounting for (1) the s...
Article
Online-Marketing-Managern steht eine große Bandbreite an innovativen Kundenbindungsinstrumenten zur Verfügung, deren Wirkungsstärke unklar ist. Dieser Aufsatz fokussiert auf die Analyse der Treiber der Kundenbindung im Internet und untersucht sieben übergeordnete Instrumentgruppen: Individualisierung, Information, Integration, Interaktion, Convenie...
Article
High financial risks in production and marketing, the hedonic nature of products, and the global cultural relevance of movies have encouraged a substantial number of researchers to analyze the success drivers of movies. This research provides empirical generalizations in managing the supply and demand of motion pictures. Prior empirical research ei...
Article
Full-text available
Several legal music download services, including some that are free (e.g., Spotify), are now available to consumers. These services may be viewed as “new service interventions” that could potentially change the mental models of consumers toward illegal file sharing and result in fewer downloads of illegal music files. We apply the theories of plann...
Article
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Increasing demand for marketing accountability requires an efficient allocation of marketing expenditures. Managers who know the elasticity of their marketing instruments can allocate their budgets optimally. Meta-analyses offer a basis for deriving benchmark elasticities for advertising. Although they provide a variety of valuable insights, a majo...
Article
Full-text available
A growing number of professionals use online social networks (e.g., Xing or LinkedIn) for business reasons by specifically promoting themselves. Especially executives and entrepreneurs use business social networks as a marketing tool in order to manage their business contacts and, thus, positioning themselves as a brand. Using on Keller’s (1993) cu...
Article
Der Buchmarkt ist geprägt von einer hohen Dynamik. Diese entsteht durch die Verfügbarkeit neuer Technologien, die sowohl das Angebot belletristischer Bücher als auch das Bezugs- und Nutzungsverhalten beeinflussen. Die beteiligten Akteure, Publikumsverlage und Buchhandel, reagieren bisher weitgehend defensiv auf diese Entwicklung. Damit erleichtern...
Article
Despite consumer's widespread interest in reading, enjoying, and buying books, very little research has considered the critical success factors of books. This article focuses on similarities and differences between success factors when selling fiction books sequentially in hardcover and paperback form. Using a large dataset gathered in cooperation...
Article
2008 wurde das Research Center for Media and Communication (RCMC) an der Universität Hamburg gegründet. Mit derzeit rund 50 Mitgliedern gehört es im Bereich Medien und Kommunikation zu den größten standortbezogenen Netzwerken in Europa. Das interdisziplinäre Zentrum bündelt die medienbezogene Forschung an der Universität Hamburg und koordiniert sie...
Article
Full-text available
Many companies face the problem of having a substantial number of low-tier customers – clients at the bottom of the customer pyramid. For this segment, it is necessary to either reactivate or terminate the customer relationships to increase profitability. Managers seek to learn more about marketing actions targeted towards low-tier customers and th...
Article
Full-text available
The success of online communities depends heavily on the providers' abilities to motivate potential users to adopt the service and to actively participate. Because research in this field of media economics is rare, especially with regard to newly established communities, this study analyzes what drives community adoption and how direct and indirect...
Article
Insbesondere bei vertraglich-fixierten Kundenbeziehungen ist oftmals ein nicht unerheblicher A nteil der Kundenbasis unprofitabel und liefert somit einen negativen Wertbeitrag zum Gesamtdeckungsbeitrag des U nternehmens. D ieses Kundensegment erfordert ein spezielles M anagement–insbesondere wenn davon auszugehen ist, dass diese Kunden auch in der...
Article
Full-text available
Network externalities influence marketing strategies for many innovative goods. We show how network externalities have been measured for specific industries in prior research and compare the various theoretical and empirical results in this paper. Our analysis focuses on research explicitly addressing the effects of network externalities on consume...
Chapter
Eine Diskussion über das Kulturgut Buch wird häufig von emotionalen Eindrücken geprägt, die eine Person mit einem bestimmten Buch verbindet. So faszinieren die „Harry Potter“ — Geschichten Menschen über alle Gesellschaftsebenen und Altersgruppen hinweg. Bücher können aber auch polarisieren und somit gesellschaftliche Debatten initiieren — Jonathan...
Article
Zu Beginn jeden Jahres richten sich die Augen vieler Filmfans gen Hollywood, wo die Academy of Motion Picture Arts and Sciences (AMPAS) die Academy Awards, besser bekannt als „Oscars“, verleihen. Das von Milliarden TV-Zuschauern verfolgte Spektakel nimmt seinen offiziellen Anfang, wenn etwa einen Monat zuvor die fünf Nominierungen in jeder Kategori...
Chapter
Die Clusteranalyse stellt ein in den unterschiedlichsten Wissenschaften häufig benutztes Verfahren zur Einteilung einer Menge von Objekten in Klassen dar (Aldenderfer und Blashfield 1984, S. 7 ff.). Das Ziel ist es hierbei vorrangig, Objekte möglichst homogenen Klassen (Segmenten) zuzuordnen, um so segmentspezifische Erkenntnisse zu gewinnen. So we...
Book
Bücher wird es immer geben. Die Frage ist nur, wer die Wertschöpfung des Buches maßgeblich prägt und daran verdienen kann. Die Verlagsbranche steht vor großen Herausforderungen. Neue Technologien verändern die Wertschöpfung in allen Bereichen: von der Kreation und Auswahl der Inhalte über das Rechtemanagement und die Produktion bis zum Marketing un...
Book
Musik fasziniert die Menschen, und Rhythmen begeistern Millionen in Konzerten, Clubs und Autos. Dennoch befindet sich die Musikindustrie in der Krise. Seit Jahren gehen die Umsätze weltweit zurück. Die vielen neuen, aber auch die alten Herausforderungen, denen sich die Musikindustrie gegenüber sieht, sind durch neue Technologien, Marketingaktionen...
Article
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Shared WiFi-Communities emerge when users share their private Wireless Fidelity with others and in return get free internet access via community members’ internet connection. Supply of wireless capacity and demand for WLAN usually are coordinated by a central authority therewith users can find specific hosts within the community. Initial players th...
Article
Ranglisten faszinieren Menschen — jeder möchte gerne den Wettbewerb dokumentiert sehen oder sich einordnen können. Neben der reinen Unterhaltung haben Ranglisten aber auch erhebliche psychologische und ökonomische Wirkungen auf zahlreiche Marktakteure. Auf der Basis eines umfangreichen Datensatzes aus der Buchbranche (609 Bücher) und zahlreichen Ko...
Article
Although the Internet features excess demand for media, especially movie downloads, the motion picture industry lacks sustainable business models for this market. An enriched form of the theory of planned behavior can identify drivers of consumer intentions to adopt a legal movie download service. Using a large data set, this study estimates struct...
Article
Using a simulation we investigate established goodness-of-fit-statistics that are used to evaluate logistic regression outcomes with regard to their sensitivity to the base rate (proportion of events in the dichotomous dependent variable). Our results indicate that especially the pseudo-R2-statistics cannot be properly interpreted in the case of a...
Article
In der Literatur wird diskutiert, dass unerwünschte Werbemails (Spam) sowohl auf individueller als auch auf volkswirtschaftlicher Ebene erhebliche Kosten verursachen, deren Höhe jedoch unbestimmt ist. Diese Fragestellung wird mit zwei empirischen Untersuchungen adressiert, in denen die Mitarbeiter einer Universität zu ihren Spam-Kosten befragt wurd...
Article
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Dealing with spam is very costly, and many organizations have tried to reduce spam-related costs by installing spam filters. Relying on modern econometric methods to reduce the selection bias of installing a spam filter, we use a unique data setting implemented at a German university to measure the costs associated with spam and the costs savings o...
Chapter
Bücher gehören zu den hedonischen Gütern, deren Konsum typischerweise experimenteller Natur ist und Spaß oder Emotionen erzeugt (Tietzel 1995; Dhar u. Wertenbroch 2000). Wichtige Merkmale hedonischer Güter sind der innovative Charakter dieser Produkte, die unvollständige Substituierbarkeit und ein hohes Konsumrisiko.
Chapter
Peer-to-Peer-Netzwerke haben der digitalen Distribution von Musik- und Filminhalten zum Durchbruch verholfen. Mit dem Launch des ersten File Sharing-Services „ Napster“, 1999, wurde die latente Nachfrage nach MP3-Dateien umfangreich gedeckt — und das (illegale) Herunterladen von Mediendateien und damit die Musikpiraterie zum Massenphänomen. In den...
Chapter
Full-text available
Jeder kennt das Gefühl der Gemeinsamkeit, wenn in einer Gruppe zusammen ein Lied gesungen, auf dem Oktoberfest zu einem bekannten „ Gassenhauer“ geschunkelt wird oder wenn in der Disco der aktuelle Hit alle auf die Tanzfläche lockt. Musik bringt Menschen zusammen und ist in der Lage, Stimmungen zu wecken und zu unterstreichen. Dabei fällt immer wie...
Article
Im Markt besteht derzeit eine große Nachfrage nach Online- Entertainment-Inhalten wie Musik, Videos oder Spielen. Jedoch ist es für Unternehmen schwer, mit dem alleinigen Verkauf der Inhalte gewinnbringend zu agieren. Die Bündelung von Content mit dem benötigten Internetzugang oder den entsprechenden Endgeräten stellt eine Möglichkeit dar, dieses P...
Article
Full-text available
In der Marketingforschung wird zwischen dem Konzept der Adoption und der Akzeptanz unterschieden. Der Grund liegt darin, dass die Adoption zwar eine notwendige, aber keine hinreichende Bedingung für die Akzeptanz und somit die tatsächliche Nutzung eines Produktes ist. Für die Medienwirtschaft ist die Betrachtung und Differenzierung beider Konstrukt...
Article
Die von der Academy of Motion Picture Arts and Sciences verliehenen Oscars gelten als die höchste Auszeichnung im Filmgeschäft. Mithilfe unterschiedlicher Regressionsanalysen werden in diesem Beitrag die Faktoren ermittelt, die die Oscar-Nominierung von Kinofilmen beeinflussen. Auf Basis einer Stichprobe von 692 Kinofilmen, die zwischen 2001 und 20...
Article
This paper analyzes how the scope and speed of internationalization have direct and indirect effects on market share. The analysis suggests that managers benefit from a broad but slow introduction of the new product into many large national markets. The expected market share in the focal product market will be higher under such circumstances. This...
Article
Full-text available
Although there is a growing amount of theoretical literature, only limited attention has been allocated to empirically determine the relative influence of a broad set of strategic success factors of e-business companies across several industries. We concentrate on the impact of marketing strategies and chosen business models and differentiate betwe...
Article
Because hedonic aspects of products are difficult to evaluate prior to consumption, consumers seek signals to reduce their uncertainty. Opinion leaders, such as critics, may serve as key informants to consumers. This study considers the different roles and incentives of literary critics and how they influence the success of books. Furthermore, it e...
Article
This article discusses the often ignored impact of sample selection bias in empirical research in business administration. Our empirical application based on the motion picture industry underlines the importance of this procedure. We find a significant impact of a nomination for the Academy Award (Oscar), if we follow the standard estimation proced...
Chapter
Medien sind Vermittlungsträger von Informationen zwischen Quelle und Empfänger. Sie werden daher als Kommunikationsmittel von Menschen verstanden. Umgangssprachlich ist der Begriff Medien vor allem mit den Massenmedien verbunden (Schumann/Hess 2005, S. 5 ff.). Massenmedien - wie etwa das Fernsehen oder Hörfunk - sind Distributionskanäle von Medieni...
Article
Full-text available
Managers facing the introduction of usage innovations have to cope with three interrelated problems: Which products are suitable for which segments, how to determine the characteristics of the segments for targeting them, and how to optimize the prices of bundles. We show that this can be achieved by applying a latent class analysis based on data o...