Summer 2024
Reality Check
AI will probably not solve your biggest insights challenges
Can Companies Create a Machine That Feels and Cares?
Using generative AI to provide empathetic customer care
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Article
How to Convert Social Media Engagement into Revenue [Strategies]
Most managers think social media only creates engagement. A new Journal of Marketing study finds that its biggest impact is on sales.
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Article
A Research-Proven Way to Build a Bigger Social Audience: Target Followers of Followers
Time to rethink your influencer marketing efforts? A new Journal of Marketing study shows that firms aiming to build a large follower base are better off targeting followers of followers than cherry-picking remote influencers.
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Article
I’m Not Listening! Disabling Social Media Comments Makes Celebrities and Influencers Less Persuasive and Likable
A Journal of Marketing study finds that online influencers who disable social media comments are judged as less receptive to consumers, which in turn decreases their sincerity, likability, and persuasiveness.
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Article
[Communication Tactics] The Impact of Unexpected Syntax in Marketing
In a new Journal of Marketing study, researchers developed a tool that measures surprise in syntax—a strategy that marketers can use to get more engagement for their communications.
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Article
The Risks of Negative Social Media Exposure for Brands [What to Do About It]
A new Journal of Marketing study shows that even the most loyal customers may distance themselves from a brand if they notice socially unacceptable brand mentions from other users.
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research insight
Referencing a Rival Brand Can Increase Consumer Engagement
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