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Digital Marketing Courses

Digital Marketing Courses

Journal of Marketing Insights in the Classroom

A Meta-Analysis of Electronic Word-of-Mouth Elasticity:
You, Ya, Gautham G. Vadakkepatt, and Amit M. Joshi. “A Meta-Analysis of Electronic Word-of-Mouth Elasticity.” Journal of Marketing, 79 (2), 19-39.​​​​​​​​​​​​​​​​​​

A Thematic Exploration of Digital, Social and Mobile Marketing: Research Evolution from 2000-2015 and Agenda for Future Inquiry​:
Lamberton, Cait and Andrew T. Stephen (2016), “A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry,” Journal of Marketing, 80 (6), 146-172.​

Creating Effective Online Customer Experiences
Bleier, Alexander, Colleen M. Harmeling, and Robert W. Palmatier (2019), “Creating Effective Online Customer Experiences,” Journal of Marketing, 83 (2), 98–119.

Improving Consumer Mindset Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned Media
Colicev, Anatoli, Ashwin Malshe, Koen Pauwels, and Peter O’Connor (2018), “Improving Consumer Mindset Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned Media,” Journal of Marketing, 82 (1), 37–56.

Price Promotions and Popular Events
Keller, Wiebke I.Y., Barbara Deleersnyder, and Karen Gedenk (2019), “Price Promotions and Popular Events,” Journal of Marketing, 83 (1), 73–88.

Scheduling Content on Social Media: Theory, Evidence, and Application
Kanuri, Yixing Chen, and Shrihari Sridhar (2018), “Scheduling Content on Social Media: Theory, Evidence, and Application,” Journal of Marketing, 82 (6), 89-108.

Seeding Strategies for Viral Marketing: An Empirical Comparison:
Hinz, Oliver, Bernd Skiera, Christian Barrot and Jan U. Becker, “Seeding Strategies for Viral Marketing: An Empirical Comparison,” Journal of Marketing, 75 (6), 55-71.​

The Informational Value of Social Tagging Networks:
Nam, Hyoryung and P.K. Kannan (2014), “The Informational Value of Social Tagging Networks,” Journal of Marketing, 78 (4), 21-40.​

Video Content Marketing: The Making of Clips
Liu, Xuan, Savannah Wei Shi, Thales Teixeira, and Michel Wedel (2018), “Video Content Marketing: The Making of Clips,” Journal of Marketing, 82 (4), 86-101.

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