“Creating Boundary-Breaking Marketing-Relevant Consumer Research”
This webinar will focus on helping scholars develop boundary-breaking marketing-relevant consumer research—defined as research focused on issues related to the interaction between consumers and other marketing stakeholders. This webinar seeks to remedy the problem that consumer research often fails to have broad impact on members of our own discipline, on adjacent disciplines studying related phenomena, and on relevant stakeholders who stand to benefit from the knowledge created by our rigorous research. In their forthcoming Journal of Marketing paper, the authors propose that impact is limited because consumer researchers adhere to a set of implicit boundaries or defaults regarding what we study, why we study it, and how we do so. In this webinar, we will discuss how audience members can create boundary-breaking consumer research that has impact beyond a narrow set of marketing academics. This will be an interactive session based on their forthcoming Journal of Marketing paper. Debbie, Rob, and John will relate the case studies in the article to audience members’ own research problems. We will discuss strategies and tactics audience members can use to create more impactful research.
Robert V. Kozinets is the Jayne and Hans Hufschmid Chair of Strategic Public Relations at USC Annenberg, a position he shares with the USC Marshall School of Business. Rob is a globally recognized expert on social media, marketing, branding and innovation. In 1995, during his dissertation work on media fan communities, he invented the method of netnography, which adapts the anthropological approach of ethnography to work with the many types of social experience and interaction that emerge through networked digital communications.
John G. Lynch, Jr. is Senior Associate Dean for Faculty and Research at the Leeds School of Business, and University of Colorado Distinguished Professor. Lynch is a Fellow of the American Marketing Association, the Association for Consumer Research, the American Psychological Association/Society for Consumer Psychology and one of five Fellows of all three organizations worldwide. In 2015 publications tracked by the Web of Science, Lynch was one of the 25 most cited marketing scholars in the world.
Debbie MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration and Professor of Marketing at USC’s Marshall School of Business. Her work focuses on the role of emotions in consumer behavior and branding. She has received the Journal of Marketing’s Alpha Kappa Psi and Maynard Awards for the papers that make the greatest contribution to marketing thought and the Long-Term Contribution Award from the Review of Marketing Research.
Webinar participants are encouraged to read the authors’ forthcoming Journal of Marketing article and share an early-stage idea for boundary-breaking marketing-relevant consumer research of their own. Ideas can be submitted to the presenters using this form.
Date: January 22, 2020
Time: 1:00 PM – 2:00 PM (Eastern)
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