The JM Buzz

Sharing coupons with friends can create a conflict between economic incentives and social relationships. A new Journal of Marketing study shows that experience cocreation can mitigate this conflict and make customers more likely to share and redeem coupons. Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221126990 Read a brief recap of this research: https://www.am...

How do the similarities in content posted by movie critics and general users impact moviegoing audiences? A new Journal of Marketing study explores. Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221127927 Read the text of this episode here: https://www.ama.org/2022/10/18/does-topic-consistency-matter-in-movie-reviews-a-study-of-critic-and-user-reviews-and-their-i...

Do social media influencers with a high follower count generate as much engagement as influencers with smaller followings? This Journal of Marketing study finds that influencers with an intermediate follower count represent the engagement sweet spot. Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221125131 Read the text of this episode here: https://www.ama.org/20...

Most managers think social media only creates engagement. A new Journal of Marketing study finds that its biggest impact is actually on sales. Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221123250 Read the text of this episode here: https://www.ama.org/2022/10/04/from-likes-shares-and-comments-to-sales-how-can-brands-use-social-media-to-stimulate-both-engagemen...

When it comes to the disclosure of advertising spend, transparency is key. Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221123013 Read the text of this episode here: https://www.ama.org/2022/09/20/how-disclosing-advertising-spending-can-reduce-investor-and-analyst-uncertainty-and-possibly-enhance-firms-valuation/ Reference: Sungkyun Moon, Kapil Tuli, a...

This Journal of Marketing study finds that female executives are more likely to focus on customer relationships than their male counterparts, leading to strategic choices that reflect a customer focus.  Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221120419  Read the text of this episode here: https://www.ama.org/2022/09/08/how-more-female-executives-i...

How do some brands successfully ride the wave of economic expansions and contractions? This Journal of Marketing study defines the strategic brand factors that help moderate the impact of business cycles on brand equity.  Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221122698  Read the text of this episode here: https://www.ama.org/2022/09/13/strategic...

How do companies best respond to angry customers on social media? De-escalate the situation by actively listening to complaints and responding with empathy.  Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221119977  Read the text of this episode here: https://www.ama.org/2022/08/30/how-companies-can-de-escalate-angry-customer-complaints-on-social-media/&...

Small design changes to insurance marketplaces can lead to better consumer decisions.  Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221119086  Read the text of this episode here: https://www.ama.org/2022/08/23/how-minor-changes-in-choice-architecture-can-improve-health-insurance-product-choices-and-costs/  Reference: Benedict G.C. Dellaert, Eric J...