Skip to Content Skip to Footer

JM Webinar for Marketing Professionals

Join us for an upcoming webinar of authors sharing research insights from their recently published Journal of Marketing articles. We encourage you to invite your colleagues, students, and managerial colleagues that might be interested in these topics.

Date: August 7, 2019

Time: 1:00 PM – 2:00 PM (Eastern) 

“How to Drive Better Engagement from Sponsored Blogging”

How can firms improve the effectiveness of influence marketing? Nearly 75% of marketers today use influencers to spread word of mouth (WOM) about their products and brands on social media. However, despite the explosion of these social influencers, their effectiveness is still low: For an influencer on Facebook, the average engagement rate per post is .37%; on Twitter, it is even lower at .05%. This presentation will offer insights on steps companies can take to increase the effectiveness of sponsored blogging campaigns.

Presented by Christian Hughes (University of Notre Dame) and Vanitha Swaminathan (University of Pittsburgh).

“Brand Coolness”

Why are some brands cool and how can they keep it? Off-White, Apple, Instagram, Beyoncé, and Jay-Z have thrived partly because consumers think they are cool. Pabst Blue Ribbon became a hipster icon only to lose its luster. This presentation will offer insights on the key qualities of brand coolness and how it can be measured and managed by companies.

Presented by Caleb Warren (University of Arizona) and Rajeev Batra (University of Michigan).

Click Here to Register for the Webinar

 


Webinars On-Demand

Go to the Journal of Marketing​​​

Christian Hughes

Assistant Professor of Marketing, University of Notre Dame

Vanitha Swaminathan

Thomas Marshall Professor of Marketing, University of Pittsburgh

Caleb Warren

Assistant Professor of Marketing, University of Arizona

Rajeev Batra

Sebastian S. Kresge Professor of Marketing, University of Michigan

Christine Moorman

Editor-in-Chief, Journal of Marketing

JM Webinar for Marketing Professionals