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As e-commerce platforms and merchants increasingly adopt promotion preannouncements, understanding their spillover effects on other products within and across brands is crucial. This study aims to comprehensively investigate these spillover effects to optimize the use of promotion preannouncements.

The study uses quantitative analysis of real-world e-commerce data and four between-subjects experiments to examine the spillover effects of promotion preannouncements.

Promotion preannouncements negatively impact products within the same brand and category, while positively influencing products in different categories. Additionally, preannouncements create negative spillover effects on products within the same brand echelon. Moreover, powerful brands are more likely to harm different-echelon products compared to weak brands.

The experiment has its own limitations because there will be differences between the simulated scenario and the real shopping scenario. Considering the practical factors, randomized field experiments cannot be conducted at the e-commerce platform level.

The findings provide managerial insights on brands and merchants to arrange the preannounced products and products being sold.

This study contributes to the field of preannouncements by developing new knowledge through a combination of quantitative analysis using e-commerce data and experiments, capturing the novel phenomenon of promotion preannouncement and its spillover effects. We study the preannouncement phase of promotions, thus enriching the multistage research on promotions. In addition, this paper innovatively divides the spillover effects of promotion preannouncement into four components and uses brand echelon as a categorization factor.

This study aims to explore how communication visibility affects employees’ work engagement from the negative perspective of employees’ perceived overload in the context of enterprise social media (ESM) and the role of ESM policies in the relationship between communication visibility and perceived overload.

This study examines how communication visibility (i.e. message transparency and network translucence) affects employees’ perceived overload (i.e. information overload and social overload), which in turn affects employees’ work engagement, and how ESM policies moderate the relationship between communication visibility and perceived overload. Partial least squares (PLS) analysis was conducted on data gathered from 224 ESM users in workplaces.

Communication visibility has significant positive impacts on perceived overload, perceived overload has significant negative impacts on work engagement and ESM policies negatively moderate the relationships between communication visibility and perceived overload, except for the relationship between message transparency and social overload.

The findings provide new insights for organizational managers to formulate ESM policies to mitigate perceived overload and guidance for ESM developers to improve ESM functions to alleviate perceived overload.

This study provides empirical evidence to explain the role of communication visibility and perceived overload in employees’ work engagement, which contributes to the existing literature on the negative impacts of communication visibility.