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JM Webinar for Marketing Professionals

Listen to leading professors and gain actionable insights based on peer-reviewed scientific studies published in the Journal of Marketing.

Date: September 23, 2020

Time: 1:00 PM – 2:00 PM (Eastern)

Click Here to Register for the Webinar

Generating Content Increases Enjoyment by Immersing Consumers and Accelerating Perceived Time

There’s a common notion that in order to truly enjoy a live event, an eventgoer should put their phone away and live in the moment. But is this actually true? Join the webinar to hear how the authors of a new Journal of Marketing study have evidence that eventgoers who spend time on their phone generating content about their experience end up enjoying themselves more and feeling more immersed in their experience. These findings illustrate how leveraging consumer content creation can mutually benefit both marketers and consumers.

Presented By Gabriela Tonietto (Rutgers University) and Alixandra Barasch (New York University).

Do Spoilers Really Spoil? Measuring the Effect of Spoiler Reviews on Box Office Revenue

The film industry tends to discourage spoilers in movie reviews, believing that when moviegoers read reviews that ruin surprises or reveal important plot elements, they’ll be less likely to see the movie. Spoiler alert: this isn’t always the case. A new Journal of Marketing study finds that spoiler reviews actually have a positive effect on box office revenue by reducing moviegoer uncertainty. Join the webinar to hear the authors discuss how spoiler reviewers can benefit movie studios and theaters.

Presented by Jun Hyun (Joseph) Ryoo (Western University) and Shane Wang (Western University). Other authors: Shijie Lu (University of Houston).


Webinars On Demand

Go to the Journal of Marketing​​​

September 23, 2020

November 11, 2020

January 20, 2021

March 20, 2021

May 12, 2021

July 21, 2021

September 22, 2021

November 10, 2021

 

JM Webinar for Marketing Professionals