The JM Buzz

Do consumers disclose more information about themselves when they interact with technology orally rather than manually? A new Journal of Marketing article explores how the shift from manual to oral communication in interactions with technology affects information disclosure.

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221138286

Read an in-depth recap of this research: https://www.ama.org/2022/11/29/do-we-reveal-more-or-less-about-ourselves-when-interacting-with-voice-technology/

Reference: Johann Melzner, Andrea Bonezzi, and Tom Meyvis (2022), “Information Disclosure in the Era of Voice Technology,” Journal of Marketing. doi:10.1177/00222429221138286

Producer: Marissa Lambert

Narrator: Saira Salyani

Acknowledgments: Sushma Kambagowni

Topics: consumer behavior, disclosure, information, voice technology, communication, customer experience

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

Why do consumers have negative reactions to acquired brands? A new Journal of Marketing study investigates.

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221137817

Read an in-depth recap of this research: https://www.ama.org/2022/11/22/do-acquisitions-harm-the-acquired-brand-identifying-conditions-that-reduce-the-negative-effect/

Reference: Alessandro Biraglia, Christoph Fuchs, Elisa Maira, and Stefano Puntoni, “When and Why Consumers React Negatively to Brand Acquisitions: A Values Authenticity Account,” Journal of Marketing, doi:10.1177/00222429221137817

Producer: Marissa Lambert

Narrator: Josephine Stein

Acknowledgments: Sushma Kambagowni

Topics: acquisitions, branding, brand values, values authenticity, authenticity, signaling theory, consumer reactions, consumer behavior

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

Can brands play a major role in mitigating the adverse consequences of public health crises? A new Journal of Marketing study shows that COVID-19-related brand advertising effects on social distancing behavior were almost 11 times stronger in the absence of a cogent governmental response.

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221130011

Read an in-depth recap of this research: https://www.ama.org/2022/11/08/can-brands-influence-social-outcomes-the-impact-of-covid-19-related-brand-advertising-on-social-distancing-behavior/

Reference: Ghosh Dastidar, Ayan, Sarang Sunder, and Denish Shah (2022), "Societal Spillovers of TV Advertising – Social Distancing During a Public Health Crisis," Journal of Marketing, doi:10.1177/00222429221130011

Producer: Marissa Lambert

Narrator: Josephine Stein

Acknowledgments: Sushma Kambagowni

Topics: advertising, social good, COVID-19, social distancing, public health, marketing, health crises, corporate social responsibility, social welfare

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

Influencer marketing is among the fastest growing channels in advertising and marketing today. As this trend grows, we wanted to examine all the factors that drive the success of influencer marketing campaigns, with a focus on the role of influencer authenticity. Join Dr. Christian Hughes (Notre Dame University) as she interviews Dr. Fine Leung (Hong Kong Polytechnic University) and Dr. Simone Wies (Goethe University Frankfurt) about the findings from their latest Journal of Marketing articles focused on influencer marketing.

The two articles discussed are:

Leung, Fine, Flora Gu, Yiwei Li, Jonathan Z. Zhang, and Robert W. Palmatier (2022), "Influencer Marketing Effectiveness," Journal of Marketing. doi:10.1177/00222429221102889

Wies, Simone, Alexander Bleier, and Alexander Edeling (2022), "Finding Goldilocks Influencers: How Follower Count Drives Social Media Engagement," Journal of Marketing. doi:10.1177/00222429221125131

Host: Dr. Christian Hughes

Production Assistance: Alumni FM

Topics: influencer marketing, online influencers, consumer engagement, social media, marketing strategy, content, branding, engagement

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

Empirics first or theory first? A new Journal of Marketing study makes a case for an empirics-first approach to marketing research, as opposed to the dominant theory-first approach.

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221129200

Read a brief recap of this research: https://www.ama.org/2022/11/01/empirics-or-theory-first-a-case-for-an-empirics-first-approach-that-develops-marketing-relevant-insights-from-real-world-problems/

Reference: Peter N. Golder, Marnik G. Dekimpe, Jake T. An, Harald van Heerde, Darren S. U. Kim, and Joseph W. Alba, "Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation," Journal of Marketing. doi:10.1177/00222429221129200

Producer: Marissa Lambert

Narrator: Saira Salyani

Acknowledgments: Sushma Kambagowni, Aman Soni

Topics: empirical research, marketing theory, relevance, empirical generalizations, research methods, marketing research

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

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.ama.org/2022/10/25/we-earned-the-coupon-together-the-value-of-experience-cocreation-in-redeeming-shared-coupons/

Reference: Eric (Er) Fang, Beibei Dong, Mengzhou Zhuang, and Fengyan Cai, "'We Earned the Coupon Together': The Missing Link of Experience Cocreation in Shared Coupons," Journal of Marketing. doi:10.1177/00222429221126990

Producer: Marissa Lambert

Narrator: Josephine Stein

Acknowledgments: Sushma Kambagowni, Aman Soni

Topics: shared coupons, social sharing, social influence, social commerce, digital coupons, coupons, coproduction, cocreation, experience cocreation, customer participation, social promotion, coupon redemption, coupon value, face value, norm conflict, communal relationships

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

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-impact-on-movie-demand/

Reference: Eunsoo Kim, MengQi (Annie) Ding, Xin (Shane) Wang and Shijie Lu (2022), “Does Topic Consistency Matter? A Study of Critic and User Reviews in the Movie Industry,” Journal of Marketing. doi:10.1177/00222429221127927

Producer: Marissa Lambert

Narrator: Josephine Stein

Acknowledgments: Sushma Kambagowni, Aman Soni

Topics: film industry, critic reviews, machine learning, movies, online word-of-mouth, topic consistency, topic model, user reviews, marketing

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

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/2022/10/11/finding-goldilocks-influencers-why-high-follower-count-may-not-be-the-best-driver-of-engagement-on-social-media/

Reference: Simone Wies, Alexander Bleier, and Alexander Edeling (2022), "Finding Goldilocks Influencers: How Follower Count Drives Social Media Engagement," Journal of Marketing. doi:10.1177/00222429221125131

Producer: Marissa Lambert

Narrator: Josephine Stein

Acknowledgments: Sushma Kambagowni, Aman Soni

Topics: influencer marketing, social media engagement, influencer indegree, content customization, brand familiarity, multimethod study

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

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-engagement-and-sales/

Reference: Georgia Liadeli, Francesca Sotgiu, and Peeter W.J. Verlegh, “A Meta-Analysis of the Effects of Brand Owned Social Media on Social Media Engagement and Sales,” Journal of Marketing.  doi:10.1177/00222429221123250

Narrator and Producer: Marissa Lambert

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

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, and Anirban Mukherjee, "Does Disclosure of Advertising Spending Help Investors and Analysts?" Journal of Marketing.  doi:10.1177/00222429221123013

Narrator and Producer: Marissa Lambert

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.