The JM Buzz

Time to rethink your influencer marketing efforts? A new Journal of Marketing study shows that firms aiming to build a large follower base are better off targeting followers of followers than cherry-picking remote influencers.

Read an in-depth recap of this research here: https://www.ama.org/2024/03/19/a-research-proven-way-to-build-a-bigger-social-audience-target-followers-of-followers/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231223420

Reference: Jacob Goldenberg, Andreas Lanz, Daniel Shapira, and Florian Stahl, “Targeting Nearby Influencers: The Acceleration of Natural Triadic Closure by Leveraging Interconnectors,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: influencer marketing, user-generated content, social media, soundcloud

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

Do empathetic interactions require human participation? A new Journal of Marketing study shows that generative AI can be used to create "feeling AI" that helps companies build empathetic relationships with customers.

Read an in-depth recap of this research here: https://www.ama.org/2024/04/23/can-companies-create-a-machine-that-feels-and-cares-using-generative-ai-to-provide-empathetic-customer-care/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231224748

Reference: Ming-Hui Huang and Roland T. Rust, “The Caring Machine: Feeling AI for Customer Care,” Journal of Marketing

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: p-values, statistics, statistical significance, research

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

Political ideologies shape consumer behavior, but how do they intersect with industry, activism, and identity to affect marketplace outcomes and behaviors?

Join host Nailya Ordabayeva (Boston University) as she interviews Kathleen Seiders (Boston College) and Esther Uduehi (University of Washington) about their recent Journal of Marketing studies related to political ideologies in the marketplace. 

Articles discussed include:

Kathleen Seiders, Andrea Godfrey Flynn, and Gergana Nenkov, “How Industries Use Direct-to-Public Persuasion in Policy Conflicts: Asymmetries in Public Voting Responses,” Journal of Marketing.

Esther Uduehi, Julian K. Saint Clair, and Rowena Crabbe, "Intersectionality in Marketing: A Paradigm for Understanding Understudied Consumers,"

Host: Nailya Ordabayeva

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠University FM

Null hypothesis significance testing (NHST) is the default approach to statistical analysis and reporting in marketing and, more broadly, in the biomedical and social sciences. A Journal of Marketing study advocates for rethinking this approach entirely.

Read an in-depth recap of this research here: https://www.ama.org/2023/12/12/time-to-abandon-null-hypothesis-significance-testing-moving-beyond-the-default-approach-to-statistical-analysis-and-reporting/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231216910

Reference: Blakeley B. McShane, Eric T. Bradlow, John G. Lynch, Jr., and Robert J. Meyer, “‘Statistical Significance’ and Statistical Reporting: Moving Beyond Binary,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: p-values, statistics, statistical significance, research

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

A Journal of Marketing editorial argues that healthcare markets should move beyond the study and management of conventional B2B and B2C strategies to account for new actors, roles, and exchanges.

Read an in-depth recap of this research here: https://www.ama.org/2023/11/28/what-is-the-role-of-marketing-in-disrupted-health-care-markets-its-time-to-move-beyond-conventional-strategies-to-account-for-new-actors-roles-and-exchanges/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231213154

Reference: Christine Moorman, Harald J. van Heerde, C. Page Moreau, and Robert W. Palmatier, “Marketing in the Health Care Sector: Disrupted Exchanges and New Research Directions,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: innovation, supply chain, governance, marketing

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

Collaborations between firms and suppliers are often beneficial—but they can also be risky. A new Journal of Marketing study finds that misaligned product co-development contracts significantly derail firm innovation.

Read an in-depth recap of this research here: https://www.ama.org/2024/03/05/the-dangers-of-misaligned-product-co-development-contracts-and-how-they-can-derail-innovation-in-high-tech-firms/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231222269

Reference: Nehal Elhelaly and Sourav Ray, “Collaborating to Innovate: Balancing Strategy Dividend and Transactional Efficiencies,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: innovation, supply chain, governance, marketing

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

A Journal of Marketing study shows how India aimed to make essential medicines more affordable but inadvertently ended up reducing drug sales.

Read an in-depth recap of this research here: https://www.ama.org/2024/06/04/how-an-indian-government-policy-backfired-prescription-drug-price-regulations-led-to-more-marketing-for-unregulated-medications/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429241242685

Reference: Saravana Jaikumar, Pradeep K. Chintagunta, and Arvind Sahay, “Do No Harm? Unintended Consequences of Pharmaceutical Price Regulation in India,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: prescription drugs, healthcare, India, drug prices, regulations

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

This Journal of Marketing study shows how nano-influencers provide more cost-effective ROI for marketers than influencers with large followings.

Read an in-depth recap of this research here: https://www.ama.org/2024/02/20/influencer-marketing-roi-research-shows-influencers-with-smaller-followings-are-more-cost-effective/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231217471

Reference: Maximilian Beichert, Andreas Bayerl, Jacob Goldenberg, and Andreas Lanz, “Revenue Generation Through Influencer Marketing,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: marketing ROI, influencer marketing, social media, follower size

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

What do plogging, flinking, and bobbing have in common? They're all terms that marketers and policymakers created to get people to adopt certain behaviors.

Join host Sara Dommer (Penn State University) as she interviews Martin P. Fritze (Zeppelin University) and Valentyna Melnyk (University of New South Wales) about the fascinating findings of a new Journal of Marketing study showing how coining a new term can prompt specific actions. 

Reference: Martin P. Fritze, Franziska Völckner, and Valentyna Melnyk, “Behavioral Labeling: Prompting Consumer Behavior Through Activity Tags,” Journal of Marketing.

Host: Sara Dommer

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠University FM

Nostalgia isn't just a trend—it's a strategy! A new Journal of Marketing study shows how vintage typography can build emotional connections, influence attitudes, and boost willingness to pay.

Read an in-depth recap of this research here: https://www.ama.org/2024/02/13/the-power-of-nostalgia-how-vintage-typography-can-build-emotional-connections-influence-attitudes-and-boost-willingness-to-pay/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231215357

Reference: Alicia Kulczynski and Margurite Hook, “Typography Talks: Influencing Vintage Anemoia and Product Safety Perceptions with Vintage Typography,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: typeface, fonts, product safety, nostalgia in marketing

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM