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Journal of Marketing Webinars for Managers

Journal of Marketing Webinars for Managers

Listen to leading professors and gain actionable insights based on peer-reviewed scientific studies published in the Journal of Marketing. Browse the webinars below, or view them all in a playlist at the bottom of this page.

  • web data deciphering

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    Although marketing researchers are increasingly using web data, the idiosyncratic and sometimes insidious challenges in its collection have received limited attention. How can researchers ensure that the datasets generated via web scraping and APIs are valid? This Journal of Marketing study proposes a novel framework that highlights how addressing validity concerns requires the joint consideration […]

  • quasi experiments

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    Quasi-experimental methods have been widely applied in marketing to explain changes in consumer behavior, firm behavior, and market-level outcomes. The purpose of these methods is to determine the presence of a causal relationship in the absence of experimental variation. This Journal of Marketing article offers guidance on how to successfully conduct research in marketing with […]

  • non gmo corn

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    Genetically modified (GM) foods are widespread worldwide, but they are also controversial and subject to regulatory oversight. For example, in the United States, all GM foods will be required to display a “Bioengineered” label by 2022, a policy decision that is heavily debated. Most scientists claim that genetically modified organisms (GMOs) in foods are safe […]

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    Exponential growth of the direct-to-consumer genetic testing (DTC-GT) industry has led to vast, privately-owned datasets containing individual-level genetic measures. Global companies, such as Spotify and AirBnB, have already partnered with DTC-GT companies and started incorporating genetic data into their business strategies. This Journal of Marketing study explores the impact of this trend on the field […]

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    The rise of augmented reality (AR) technology presents marketers with promising opportunities to engage customers and transform their brand experience. While companies are keen to invest in AR, research documenting its real-world impact is sparse. This Journal of Marketing study outlines four broad uses of the technology in retail settings: to entertain customers, educate customers, […]

  • credit cards

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    Americans have over $770 billion dollars in credit card debt and frequently manage debts across multiple cards. This Journal of Marketing study examines how the minimum required payment each month affects credit card debt repayment decisions across multiple cards. The study finds that minimum payments lead consumers to spread repayments more evenly across the accounts, […]

  • Corporate Social Responsibility

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    Consumers are increasingly aware of the potentially harmful effects of brands’ business operations on society and the environment. Brands, therefore, face huge incentives to engage in some form of corporate social responsibility (CSR). Yet, consumers do not respond positively to every form of CSR. This Journal of Marketing study suggests that brands should “clean up […]

  • grocery cart

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    How does grocery shopping change with economic conditions? This Journal of Marketing study suggests that both micro (i.e., individual income) and macro (i.e., the business cycle) conditions substantially influence grocery shopping behavior in important ways. The authors examine more than 5,000 households over eight years to analyze grocery shopping behavior in terms of how they allocated their […]

  • market share charts

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    Many firms use market share to set marketing goals and monitor performance. This Journal of Marketing study examines the link between market share and profits in depth by exposing when and why the link occurs. In a large multi-industry sample, the authors test the three primary mechanisms theorized to link market share with firm profits: market power […]

  • wage inequality

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    Firms continue to increase wage inequality. The pandemic put a spotlight on the growth of wage inequality between top managers and employees. As the New York Times recently wrote: “While millions of people struggled to make ends meet, many of the companies hit hardest in 2020 showered their executives with riches.” Do firms have an […]

  • authenticity definition

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    Consumers crave authenticity, yet many marketers do not know what consumers mean by “authenticity.” This Journal of Marketing article explores this issue by identifying how consumers assess the authenticity of consumption experiences. To consumers, authenticity is determined holistically by six different types of judgements: accuracy, connectedness, integrity, legitimacy, originality, and proficiency. These involve judging the […]

  • bmbw square

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    Marketing has the power to improve lives, sustain livelihoods, strengthen societies, and benefit the world at large. At the same time, marketing can have a dark side—it has the power to hurt consumers, employees, communities, markets, institutions, and the environment that surrounds us. The Special Issue of the Journal of Marketing on Better Marketing for a Better World (BMBW) […]

  • business school

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    This Journal of Marketing study finds that the current research faculty incentive system in business schools is broken and unsustainable in the long run. Among other issues, the authors find that (1) business schools focus on the wrong incentives, leading to a high volume of research of low quality; (2) less relevant research leads to […]

  • marketing ideas

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    If scholars want to make an impact, they need to effectively market their ideas. However, academic writing is notoriously difficult to understand. In this Journal of Marketing study, researchers demonstrate that scholars write unclearly in part because they forget that they know more about their research than readers, a phenomenon called “the curse of knowledge.” […]

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    There are massive gaps between low- and high-socioeconomic status (SES) Americans in retirement savings, COVID-19 susceptibility, consumer behaviors, and other domains. This Journal of Marketing study finds that automatic enrollment (defaults) and other nudges reduce gaps like these by impacting low-SES individuals most. For example, many states are considering making voter registration automatic, which could […]

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    Marketers often try to stimulate WOM through referrals or seeding programs that involve giving consumers incentives if they generate WOM. But incentivizing WOM can sometimes backfire by hampering consumers’ willingness to share. This Journal of Marketing study explores how marketers can fuel positive WOM without using explicit incentives. In this webinar, the authors show that […]

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    Marketing managers want consumers to form strong connections with their brands. This focus dominates brand management by seeking to move consumers from weak or indifferent relationships to stronger ones where the consumer is more attached, connected to, or in love with a brand. However, in reality such relationships are rare and many consumers are relationship-averse […]

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    Understanding consumers’ associations with brands is a central part of brand management. However, this is challenging because consumers can associate a brand with any number of objects, emotions, activities, sceneries, and concepts. This research presents an elicitation platform, methodology, and results from a sample of over 300 U.S. national brands. The proposed platform, Brand Visual Elicitation […]

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    Public goods, such as parks, waterways, drinking water, and air quality, require the collective efforts of all citizens to be environmentally sustainable. However, such efforts are threatened by budget cuts and other priorities. This Journal of Marketing study identifies a simple psychological mechanism that can be used to increase stewardship behaviors for the benefit of such […]

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    Many companies now turn to artificial intelligence (AI) to provide sales agents with coaching services that were originally offered by human managers. AI coaches are computer software solutions that leverage deep learning algorithms and cognitive speech analytics to analyze sales agents’ conversations with customers and provide feedback to improve their job skills. MetLife, an insurance […]

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    Digital advertising revenues grew from nothing to $108 billion in 25 years, eclipsing all traditional advertising media combined. Yet there are indicators that unregulated markets for digital advertising have experienced some problems. The E.U. fined Google more than $9 billion in three antitrust cases and the U.S. Federal Trade Commission fined Facebook $5 billion after […]

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    Changes in the way customers shop, accompanied by an explosion of customer touchpoints and fast-changing competitive and technological dynamics, have led to an increased emphasis on agile marketing. This Journal of Marketing article investigates the emerging practice of marketing agility. Leveraging a review of the academic literature and in-depth interviews with practicing marketers, it reviews the essential […]

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    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? These Journal of Marketing authors have evidence that eventgoers who spend time on their phone generating content about their experience end up enjoying themselves more […]

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    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. This Journal of Marketing study finds that spoiler reviews actually have a positive effect on box […]

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    Consumers beware! Media outlets do not report corporate misconduct, such as environmental offences, corruption, or violating societal standards around human rights or employee working conditions consistently and independently. Instead, media are influenced by their own interests, including advertising revenues paid by offending companies. This webinar reports the results of a Journal of Marketing study that analyzes the […]

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    Many stakeholders now expect firms to demonstrate their values by expressing public support for or opposition of partisan sociopolitical issues, a phenomenon the authors call corporate sociopolitical activism (CSA). The authors analyze 293 CSA events initiated by 149 firms across 39 industries to understand the impact on the firm’s stock market performance. This research also considers how […]

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    The world’s top leisure brands have built empires by creating sticky journeys that keep customers as engaged as possible. Athletes don’t just work out at CrossFit; they’re obsessed with it. Gamers don’t just play Pokémon Go for a little while; they’re hooked for hours on end. Singles on Tinder don’t just hunt for new partners; they’re addicted to the hunt itself. The […]

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    Cultural products with brand name recognition in their home countries are often translated for overseas markets. The trend is to stay as close as possible to the original name, particularly for well-branded products (e.g., Batman movies). However, reframing a brand name may sometimes be necessary if it is culturally distant to foreign consumers. This Journal […]

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    Advances in digital technologies motivate companies to adopt technology-mediated channels for sales interactions. However, little is known about the effectiveness of B2B e-negotiations. This webinar reports findings and insights from a study published in the Journal of Marketing that analyzes B2B e-communications to provide sellers with insights regarding what works to convert buyers and why. Watch this webinar to […]

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    Cancer screening opens the door for early detection, more cost-effective treatment options, and better recovery prognosis. Yet, only 8% of U.S. adults over 35 utilize cancer screenings. To encourage them, healthcare institutions want to design the most effective outreach programs to encourage cancer screenings. This webinar reports findings of an NIH-sponsored study in the Journal of […]

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    This webinar focuses 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 […]

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    Voice assistants, online reviews, customer service calls, press releases, marketing communications, and other interactions create textual data that companies can analyze to optimize services and develop new products. By some estimates, 80-95% of all business data is unstructured, and most of that is text. How can marketing managers and academics best use textual data to derive […]

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    Marketers of experiential events including concerts, sports competitions, and other sponsored events, often post informational or emotional social media to drive engagement or influence customers’ perceptions of their event experiences. Following a poor performance, can a marketer effectively engage customers and enhance the sentiment of customers’ social media contributions based on the firm’s own posts, […]

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    To ensure fair and competitive purchase processes, most states and many leading organizations limit the amount of contact suppliers have with their buying team members once their request for proposals (RFPs) hit the streets. How, then, can suppliers effectively sell to buyers who are sheltered by these barricades? Brian Murtha and Kevin Chase share tips […]

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    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 offers insights on the key qualities of brand coolness and how it can be measured […]

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    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 […]

  • creating viral ad

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    YouTube is a key platform for advertisers. Brands value YouTube because it reaches more than one billion unique users who watch more than one billion hours of video daily and because of its low cost, engagement tools, and wide viewership if an ad goes viral through sharing. Using results from the videos from 109 top […]

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    Is the customer cocreation model a legitimate strategy to drive innovation and adoption of resulting products or is it flawed by design? While adopted by nearly 78% of companies, cocreation has yielded disappointing results to date. The bankruptcy of the much-heralded firm Quirky is one case in point. This webinar, presented by Charlie Noble (University […]

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    We live in a consumption economy. Rising global wealth fuels an increase in both individual and corporate consumption, but under-investment in sustainable business practices and infrastructure is creating environmental challenges. Recent reports indicate we are fast spoiling our natural environment, which will have consequences for this and future generations. Researchers, policy makers, and government and […]

  • Online Brand Firestorm

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    More than 65 million firms leverage online brand communities to connect with customers and increase online reputation, brand patronage, and customer spending. However, online communities are vulnerable to online firestorms and negative electronic word of mouth (eWOM). This webinar features Professor Dennis Herhausen (KEDGE Business School) and Stephan Ludwig (University of Melbourne) who offer online […]

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    Venture capitalists are constantly on the prowl for new startups to invest in, and research labs are their hunting grounds. A new study in the Journal of Marketing explores the process of market scoping for early-stage technologies—a critical, but underexplored marketing challenge of science commercialization. This research describes why manager adoption of a “market ambiguity […]

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    With the rise of free digital media and user-generated content, traditional newspapers and magazines were supposed to die. A funny thing happened on the way to extinction: Many are more alive than ever, thanks to their savvy embrace of digital channels and implementation of paywalls. A new study in the Journal of Marketing examines the […]

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    “Be authentic!” is the watchword of today’s social sharing era. In fact, a recent survey found that 87% of global consumers said it was more important for companies to be authentic than innovate (72%) or deliver unique products (17%). But is authenticity truly a driver of product sales? A Journal of Marketing study analyzes 323 television ads […]

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    “Improve the customer experience” is the rallying call of companies everywhere. Leaders know that a better customer experience drives sales, increases retention, and decreases price sensitivity. Companies go to great lengths to gain insight into their customers’ needs, using data analytics, surveys, focus groups, and interviews. One novel way to achieve this objective is to […]

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    It’s hard to resist the allure of free. When done right, the freemium business model can help drive massive traffic to companies’ websites, provide a “try before you buy” experience that overcomes user resistance to paying, and convert free users to paying customers. However, many companies fail at this strategy if customers anchor on free […]

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    Is there such a thing as Rolex Republicans? A new study in the Journal of Marketing decidedly says yes. The researcher analyzed the luxury goods market, which notched $262 billion in sales in 2017, to understand how political ideology influences the purchase of high-end goods in the United States. Researchers hypothesized that conservatives, who seek social stability, would […]

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    Authors Kimberly A. Whitler (University of Virginia) and Ryan Krause (Texas Christian University) present their findings related to board makeup and how firm revenues are affected when board members have marketing experience. They find that companies looking to accelerate growth should appoint senior marketers to their boards, as firms that do so experience 5.8 percentage point higher revenues annually […]

  • multidevice shopping

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    Author Evert de Haan (Goethe University Frankfurt) presents his findings related to online shoppers who use more than one device during their purchasing processes. He finds that conversion rates are higher when consumers start on a mobile device and end on a less mobile device such as a desktop or laptop. The results indicate that marketers and businesses should encourage […]

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    Retail shoppers use their mobile phones in stores to research items, read reviews and recommendations, and bargain shop. In response, retailers offer mobile apps, digital coupons, and real-time, location-based offers to complement traditional approaches. However, they worry distracted customers will spend less – or not buy at all – if they find better offers online […]

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    Authors Savannah Shi and Thales Teixeira provide an overview of ​​a breakthrough analytics-based methodology to help marketers edit trailers for online movies, sitcoms, video games, and more for desired emotional impact to drive content viewing and sales. The team, which includes a researcher from Netflix, analyzed viewers as they watched comedy movie trailers, using facial-tracking software to measure […]

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