The JM Buzz

Should firms rely on a single big influencer or spread their budgets across multiple small influencers? A new Journal of Marketing study investigates. Read an in-depth recap of this research here: https://www.ama.org/2024/01/30/striking-the-right-balance-between-big-and-small-influencers-in-livestream-commerce/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231213581 Reference: Xian Gu, Xiaoxi Zhang, and P. K. Kannan, “Influencer Mix Strategies in Livestream Commerce: Impact on Product Sales,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: livestreaming, influencer marketing, sales, follower size, social media The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

Can marketers and policymakers encourage people to start doing something by giving the behavior a name? A new Journal of Marketing study says they definitely should! Read an in-depth recap of this research here: ⁠https://www.ama.org/2024/02/06/plogging-podding-and-bobbing-how-coining-a-new-term-can-encourage-certain-behaviors/ Read the full Journal of Marketing article here: ⁠https://doi.org/10.1177/00222429231213011 Reference: Martin P. Fritze, Franziska Völckner, and Valentyna Melnyk, “Behavioral Labeling: Prompting Consumer Behavior Through Activity Tags,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: language, consumer behavior, branding, labeling The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

Consumers typically view micro influencers as regular people, so if they say something like “this shake is AMAZING,” consumers believe they really are excited about the shake and just want to share their discovery with friends and followers. But the same statement by a macro influencer could result in distrust. Join host Bitty Balducci (Washington State University) as she interviews Luca Cascio Rizzo (Luiss Guido Carli University) and Alicia Underwood (TwentyThree, LLC) about the fascinating findings of a new Journal of Marketing study showing how influencers’ use of high-arousal language can affect consumer trust and, in turn, how consumers engage with content. Reference: Giovanni Luca Cascio Rizzo, Francisco Villarroel Ordenes, Rumen Pozharliev, Matteo De Angelis, and Michele Costabile, “How High-Arousal Language Shapes Micro Versus Macro Influencers’ Impact,” Journal of Marketing. Host: Bitty Balducci Topics: influencer marketing, language, social media, consumer trust, follower size The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠University FM

Targeted marketing can dismantle colonial health narratives, amplifying First Nations voices for fair health services. Read an in-depth recap of this research here: https://www.ama.org/2024/01/23/marketing-for-equity-pioneering-culturally-competent-health-care-for-first-nations/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231209925 Reference: Reece George, Steven D’Alessandro, Mehmet Ibrahim Mehmet, Mona Nikidehaghani, Michelle Evans, Gaurangi Laud, and Deirdre Tedmanson, “On the Path to Decolonizing Health Care Services: The Role of Marketing,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: first nations, health marketing, decolonization, indigenous, equity The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

A new Journal of Marketing study shows that high-arousal language can work for small-scale influencers but not for influencers with a bigger reach. Read an in-depth recap of this research here: https://www.ama.org/2024/01/16/amazing-great-superb-how-influencers-high-arousal-language-can-boost-or-hurt-engagement/ Read the full Journal of Marketing article here: ⁠⁠https://doi.org/10.1177/00222429231207636 Reference: Giovanni Luca Cascio Rizzo, Francisco Villarroel Ordenes, Rumen Pozharliev, Matteo De Angelis, and Michele Costabile, “How High-Arousal Language Shapes Micro Versus Macro Influencers’ Impact,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: influencer marketing, language, social media, engagement The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

A new Journal of Marketing study shows that subsidizing outreach in the form of a per-mile payment is a cost-effective means of addressing the rural health care crisis. Read an in-depth recap of this research here: ⁠https://www.ama.org/2024/01/09/addressing-the-rural-health-care-crisis-pay-doctors-to-travel-from-urban-areas/ Read the full Journal of Marketing article here: ⁠https://doi.org/10.1177/00222429231207830 Reference: J. Jason Bell, Sanghak Lee, and Thomas S. Gruca, “Bringing the Doctor to the Patients: Cardiology Outreach to Rural Areas,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: health care, rural, physicians, doctors, medicine The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

Former IBM CEO, Thomas Watson Jr., famously said, "good design is good business." In this JM Buzz episode, we spotlight two great papers that help us understand how design can work for—and against—good business. Join host Claudia Townsend (University of Miami) as she interviews authors of recent Journal of Marketing articles exploring design: Nikolaus Franke (WU Vienna University of Economics and Business), Alicia Kulczynski (Newcastle Business School), and Margurite Hook (Newcastle Business School). The studies discussed include: Understanding Consumer Self-Design Abandonment: A Dynamic Perspective Journal of MarketinghereTypography Talks: Influencing Vintage Anemoia and Product Safety Perceptions with Vintage Typography Journal of Marketinghere Host: Claudia Townsend Topics: design, self-design, typography, nostalgia, marketing The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠University FM

Specialize? Diversify? Do patients care? This Journal of Marketing study assesses the impact of a hospital’s portfolio of services on patient demand. Read an in-depth recap of this research here: https://www.ama.org/2023/11/14/should-hospitals-specialize-in-an-area-or-diversify-the-impact-of-hospital-portfolios-on-patient-demand/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231204247 Reference: Sarang Sunder and Sriram Thirumalai, “Hospital Portfolio Strategy and Patient Choice,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: hospital marketing, medical departments, portfolio strategy, patient choice The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

Is it time for marketers and researchers to abandon null hypothesis significance testing? A new Journal of Marketing study says yes. Join host Christopher Bechler (University of Notre Dame) for a fascinating discussion about a new Journal of Marketing study that advocates for a major transition in statistical analysis and reporting. He talks with study authors Blake McShane, Eric Bradlow, John Lynch, and Robert Meyer, as well as Fred Feinberg, about breaking away from the stubborn focus on a p-value's position relative to .05. Reference: Blakeley B. McShane, Eric T. Bradlow, John G. Lynch, Jr., and Robert J. Meyer, “‘Statistical Significance’ and Statistical Reporting: Moving Beyond Binary,” Journal of Marketing. Fred Feinberg's commentary is available here. Read a quick recap of this research: https://www.ama.org/2023/12/12/time-to-abandon-null-hypothesis-significance-testing-moving-beyond-the-default-approach-to-statistical-analysis-and-reporting/ Topics: research, statistical significance, p-values, replication, science The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠University FM

A new Journal of Marketing study explores the complex trade-offs involved when manufacturers of national brands supply private labels to retailers, a practice known as "dual branding." Read an in-depth recap of this research here: https://www.ama.org/2023/11/07/should-national-brand-manufacturers-enter-the-intensely-competitive-private-label-business/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231196575 Reference: Yu Ma, Kusum L. Ailawadi, Mercedes Martos-Partal, and Óscar González-Benito, “Dual Branding by National Brand Manufacturers: Drivers and Outcomes,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: dual branding, b2b, private labels, marketing management The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠University FM

A new Journal of Marketing study shows that consumers exhibit higher willingness to pay for products that are part of a circular take-back program. Read an in-depth recap of this research here: https://www.ama.org/2023/10/31/good-for-the-environment-and-good-for-business-how-circular-take-back-programs-enhance-consumer-valuation/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231196576 Reference: Anna Tari and Remi Trudel, “Affording Disposal Control: The Effect of Circular Take-Back Programs on Psychological Ownership and Valuation,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: sustainability, recycling, circular economy, reuse, willingness to pay The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠University FM

A new Journal of Marketing study examines decades of marketing research to reveal a number of ways that scholars can better address the challenges marketers currently face. Read an in-depth recap of this research here: https://www.ama.org/2023/10/24/marketing-research-is-too-narrow-how-the-field-must-change-to-keep-producing-relevant-timely-knowledge/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231196122 Reference: Bastian Kindermann, Daniel Wentzel, David Antons, and Torsten-Oliver Salge, “Conceptual Contributions in Marketing Scholarship: Patterns, Mechanisms, and Rebalancing Options,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: marketing theory, innovation, scholarship, academia, research The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠University FM

A new Journal of Marketing study explains a strategy for managing supplier relationships that can help companies survive bankruptcy. Read an in-depth recap of this research here: https://www.ama.org/2023/10/17/the-secret-to-surviving-bankruptcy-pay-attention-to-buyer-supplier-interactions-during-the-bankruptcy-process/ Read the full Journal of Marketing article here: ⁠https://doi.org/10.1177/00222429231193994⁠ Reference: Sudha Mani, Vivek Astvansh, and Kersi D. Antia, “Buyer–Supplier Relationship Dynamics in Buyers’ Bankruptcy Survival,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: bankruptcy, B2B, buyer–supplier relations, suppliers, relationship dynamics The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠University FM

A new Journal of Marketing study examines why consumers increasingly desire minimalist aesthetics in packaging of consumable products. Read an in-depth recap of this research here: https://www.ama.org/2023/09/26/when-less-is-more-the-power-of-simple-packaging-for-consumable-products/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231192049 Reference: Lan Anh N. Ton, Rosanna K. Smith, and Julio Sevilla, “Symbolically Simple: How Simple Packaging Design Influences Willingness to Pay for Consumable Products,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: packaging, consumer goods, minimalism, product purity The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠University FM

If an online-only brand opens a dedicated, brick-and-mortar brand store, how does it affect sales in their online and supermarket channels? A new Journal of Marketing study explores. Read an in-depth recap of this research here: https://www.ama.org/2023/10/10/online-only-brands-often-seek-placement-in-supermarkets-when-should-they-open-their-own-stores/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231193371 Reference: Michiel Van Crombrugge, Els Breugelmans, Florian Breiner and Christian W. Scheiner, “Assessing the Multichannel Impact of Brand Store Entry by a Digital-Native Grocery Brand,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: brand stores, supermarkets, physical products, consumer goods The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠University FM

How does a hotel's online reviews—as well as reviews for its competitors—affect its bookings? A new Journal of Marketing study explores. Read an in-depth recap of this research here: https://www.ama.org/2023/09/05/a-secret-for-boosting-hotel-bookings-analyze-online-user-reviews-for-both-your-hotel-and-your-competitors/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231191449 Reference: Sanghoon Cho, Pelin Pekgun, Ramkumar Janakiraman, and Jian Wang, “The Competitive Effects of Online Reviews on Hotel Demand,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: advertising, marketing strategy, social media, digital marketing The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠University FM

How does a hotel's online reviews—as well as reviews for its competitors—affect its bookings? A new Journal of Marketing study explores. Read an in-depth recap of this research here: https://www.ama.org/2023/09/05/a-secret-for-boosting-hotel-bookings-analyze-online-user-reviews-for-both-your-hotel-and-your-competitors/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231191449 Reference: Sanghoon Cho, Pelin Pekgun, Ramkumar Janakiraman, and Jian Wang, “The Competitive Effects of Online Reviews on Hotel Demand,” Journal of Marketing. Narrator: Adalgisa Butkewitsch Acknowledgments: Sushma Kambagowni Topics: advertising, marketing strategy, social media, digital marketing The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠University FM

Fake sale promotions deceive consumers and can lead to stiff penalties for firms—yet the practice persists. Why? Join host Adithya Pattabhiramaiah (Georgia Tech) as he interviews special guests Joe Urbany (University of Notre Dame), Donald Lichtenstein (University of Colorado), and Murali Mantrala (University of Kansas) about a recent Journal of Marketing study that examines the practice of deceptive pricing and proposes a regulation to protect consumers. Reference: Richard Staelin, Joel E. Urbany, and Donald Ngwe, “Competition and the Regulation of Fictitious Pricing,” Journal of Marketing, 87 (6), 826–46. doi:10.1177/00222429231164640. Read a detailed recap of this research: https://www.ama.org/2023/05/02/battling-deceptive-pricing-how-revealing-the-true-normal-price-can-protect-consumers/ Host: Adithya Pattabhiramaiah Topics: pricing, consumer welfare, marketing, competition, reference prices, FTC, pricing regulation The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠University FM

A new Journal of Marketing study provides an improved methodology for determining willingness to pay by taking context and comparisons into account. Read an in-depth recap of this research here: https://www.ama.org/2023/10/03/how-marketers-measure-willingness-to-pay-is-flawed-now-theres-a-better-way/⁠ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231195564 Reference: Sharlene He, Eric T. Anderson, and Derek D. Rucker, “Measuring Willingness to Pay: A Comparative Method of Valuation,” Journal of Marketing. Narrator: Nicole Tai Liu Acknowledgments: Sushma Kambagowni Topics: willingness to pay, research methodology, marketing research The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠University FM

Crowdsourcing contests for marketing ideas such as new ads, graphics, and products are popular, but do these strategies pay off with investors? Read an in-depth recap of this research here: https://www.ama.org/2023/09/12/how-do-investors-react-to-crowdsourcing-contests/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231191446 Reference: Zixia Cao, Hui Feng, and Michael A. Wiles, “When Do Marketing Ideation Crowdsourcing Contests Create Shareholder Value? The Effect of Contest Design and Marketing Resource Factors,” Journal of Marketing. Narrator: Nicole Tai Liu Acknowledgments: Sushma Kambagowni Topics: advertising, marketing strategy, social media, digital marketing The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠University FM