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- 17 Jan 2024
Psychological Pricing Tactics to Fight the Inflation Blues
Inflation has slowed from the epic rates of 2021 and 2022, but many consumers still feel pinched. What will it take to encourage them to spend? Thoughtful pricing strategies that empower customers as they make purchasing decisions, says research by Elie Ofek.
- 05 Dec 2023
- Cold Call Podcast
What Founders Get Wrong about Sales and Marketing
Which sales candidate is a startup’s ideal first hire? What marketing channels are best to invest in? How aggressively should an executive team align sales with customer success? Senior Lecturer Mark Roberge discusses how early-stage founders, sales leaders, and marketing executives can address these challenges as they grow their ventures in the case, “Entrepreneurial Sales and Marketing Vignettes.”
Tommy Hilfiger’s Adaptive Clothing Line: Making Fashion Inclusive
In 2017, Tommy Hilfiger launched its adaptive fashion line to provide fashion apparel that aims to make dressing easier. By 2020, it was still a relatively unknown line in the U.S. and the Tommy Hilfiger team was continuing to learn more about how to serve these new customers. Should the team make adaptive clothing available beyond the U.S., or is a global expansion premature? Assistant Professor Elizabeth Keenan discusses the opportunities and challenges that accompanied the introduction of a new product line that effectively serves an entirely new customer while simultaneously starting a movement to provide fashion for all in the case, “Tommy Hilfiger Adaptive: Fashion for All.”
- Research & Ideas
Are Virtual Tours Still Worth It in Real Estate? Evidence from 75,000 Home Sales
Many real estate listings still feature videos and interactive tools that simulate the experience of walking through properties. But do they help homes sell faster? Research by Isamar Troncoso probes the post-pandemic value of virtual home tours.
- 17 Oct 2023
With Subscription Fatigue Setting In, Companies Need to Think Hard About Fees
Subscriptions are available for everything from dental floss to dog toys, but are consumers tiring of monthly fees? Elie Ofek says that subscription revenue can provide stability, but companies need to tread carefully or risk alienating customers.
- 29 Aug 2023
As Social Networks Get More Competitive, Which Ones Will Survive?
In early 2023, TikTok reached close to 1 billion users globally, placing it fourth behind the leading social networks: Facebook, YouTube, and Instagram. Meanwhile, competition in the market for videos had intensified. Can all four networks continue to attract audiences and creators? Felix Oberholzer-Gee discusses competition and imitation among social networks in his case “Hey, Insta & YouTube, Are You Watching TikTok?”
- 26 Jun 2023
Want to Leave a Lasting Impression on Customers? Don't Forget the (Proverbial) Fireworks
Some of the most successful customer experiences end with a bang. Julian De Freitas provides three tips to help businesses invest in the kind of memorable moments that will keep customers coming back.
- 31 May 2023
With Predictive Analytics, Companies Can Tap the Ultimate Opportunity: Customers’ Routines
Armed with more data than ever, many companies know what key customers need. But how many know exactly when they need it? An analysis of 2,000 ridesharing commuters by Eva Ascarza and colleagues shows what's possible for companies that can anticipate a customer's routine.
- 30 May 2023
Can AI Predict Whether Shoppers Would Pick Crest Over Colgate?
Is it the end of customer surveys? Definitely not, but research by Ayelet Israeli sheds light on the potential for generative AI to improve market research. But first, businesses will need to learn to harness the technology.
- 24 Apr 2023
What Does It Take to Build as Much Buzz as Booze? Inside the Epic Challenge of Cannabis-Infused Drinks
The market for cannabis products has exploded as more states legalize marijuana. But the path to success is rife with complexity as a case study about the beverage company Cann by Ayelet Israeli illustrates.
- 07 Apr 2023
When Celebrity ‘Crypto-Influencers’ Rake in Cash, Investors Lose Big
Kim Kardashian, Lindsay Lohan, and other entertainers have been accused of promoting crypto products on social media without disclosing conflicts. Research by Joseph Pacelli shows what can happen to eager investors who follow them.
- 10 Feb 2023
COVID-19 Lessons: Social Media Can Nudge More People to Get Vaccinated
Social networks have been criticized for spreading COVID-19 misinformation, but the platforms have also helped public health agencies spread the word on vaccines, says research by Michael Luca and colleagues. What does this mean for the next pandemic?
- 02 Feb 2023
Why We Still Need Twitter: How Social Media Holds Companies Accountable
Remember the viral video of the United passenger being removed from a plane? An analysis of Twitter activity and corporate misconduct by Jonas Heese and Joseph Pacelli reveals the power of social media to uncover questionable situations at companies.
- 06 Dec 2022
Latest Isn’t Always Greatest: Why Product Updates Capture Consumers
Consumers can't pass up a product update—even if there's no improvement. Research by Leslie John, Michael Norton, and Ximena Garcia-Rada illustrates the powerful allure of change. Are we really that naïve?
- 29 Nov 2022
How Much More Would Holiday Shoppers Pay to Wear Something Rare?
Economic worries will make pricing strategy even more critical this holiday season. Research by Chiara Farronato reveals the value that hip consumers see in hard-to-find products. Are companies simply making too many goods?
- 26 Oct 2022
How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)
Influencers aspire to turn "likes" into dollars through brand sponsorships, but these deals can erode their reputations, says research by Shunyuan Zhang. Marketers should seek out authentic voices on YouTube, not necessarily those with the most followers.
- 25 Oct 2022
Is Baseball Ready to Compete for the Next Generation of Fans?
With its slower pace and limited on-field action, major league baseball trails football in the US, basketball, and European soccer in revenue and popularity. Stephen Greyser discusses the state of "America's pastime."
- 18 Oct 2022
When Bias Creeps into AI, Managers Can Stop It by Asking the Right Questions
Even when companies actively try to prevent it, bias can sway algorithms and skew decision-making. Ayelet Israeli and Eva Ascarza offer a new approach to make artificial intelligence more accurate.
- 08 Aug 2022
Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS
Few companies can boast a customer base as loyal and engaged as BTS fans. In a case study, Doug Chung shares what marketers can learn from the boyband's savvy use of social media and authentic connection with listeners.
- 30 Jun 2022
Peloton Changed the Exercise Game. Can the Company Push Through the Pain?
When COVID-19 closed gyms, seemingly everyone rushed to order a Peloton bike and claim a spot on the company's signature leader board. And then things quickly went downhill. A case study by Robert Dolan looks at the tough road the exercise equipment maker faces.
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How the Pandemic Changed Marketing Channels
- Christine Moorman,
- Michelle Seals
A new survey of more than 300 marketing leaders identified five key trends.
The pandemic undoubtedly changed how marketers approach channel strategy, and there is no single route to success. With more channels than ever, marketers need to map which channels add clear value and forget the rest. It can be tempting to enter a channel because your competitors are there. But with limited customer time and attention, marketers must strategically determine in which channels they can have the greatest impact. The authors look at five post-pandemic channel strategies gleaned from The CMO Survey and offer analysis on how marketers can operationalize these trends.
The Covid-19 pandemic pushed companies to quickly adapt and respond to new customer requirements. One of the ways this dynamic was most apparent was in the marketing channels companies adopted to engage with and sell to customers.
- Christine Moorman is the T. Austin Finch, Sr. Professor of Business Administration, Fuqua School of Business, Duke University. She is founder and director of The CMO Survey .
- Jana Soli is an MBA candidate at Duke University’s Fuqua School of Business (Class of 2023). She is a Research Fellow for The CMO Survey .
- Michelle Seals is an MBA candidate at Duke University’s Fuqua School of Business (Class of 2024). She is a Research Fellow for The CMO Survey .
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Read of the day 3 min read
Valentine’s Day: does romance still sell?
A look at the Archive of Market and Social Research highlights that while romance might have changed over the years, Valentine's Day still presents an opportunity for escapism.
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Articles on Marketing
Displaying 1 - 20 of 410 articles.
Don’t let ‘ FDA-approved ’ or ‘patented’ in ads give you a false sense of security
Michael Mattioli , Indiana University
Keeping a film’s identity as a musical secret is key for box office success – here’s why
Jodie Passey , Lancaster University
Super Bowl: events like this are perfect for brand storytelling – unless companies get their messaging wrong
Lucy Gill-Simmen , Royal Holloway University of London and Ling Xiao , Royal Holloway University of London
From rebel to retail − inside Bob Marley’s posthumous musical and merchandising empire
Mike Alleyne , Middle Tennessee State University
Elmo’s check-in : Iconic brands and influencer culture create a viral post
Aidan Moir , University of Windsor
Super Bowl ads: It’s getting harder for commercials to score with consumers
Linda Ferrell , Auburn University and O.C. Ferrell , Auburn University
‘Tryvertising’: testing new products in holiday homes could be a win for local brands and cautious customers
Jialin (Snow) Wu , University of Huddersfield ; Chen Zheng , Leeds Beckett University , and Hongbo (Daisy) Liu , University of Surrey
Flashy isn’t always fabulous: why luxury brands should reconsider displaying their logos too prominently
Paurav Shukla , University of Southampton and Dina Khalifa , University of Roehampton
How we almost ended up with a bull’ s-eye bar code
Jordan Frith , Clemson University
Take laughter, add tears − the secret recipe for the most-liked Super Bowl ads
Niusha Jones , Boise State University and Anne Hamby , Boise State University
Focus on right now, not the distant future, to stay motivated and on track to your long-term health goals
Kaitlin Woolley , Cornell University and Paul Stillman , San Diego State University
How subtle forms of misinformation affect what we buy and how much we trust brands
Giandomenico Di Domenico , Cardiff University
Keeping a streak alive can be strong motivation to stick with a chosen activity
Danny Weathers , Clemson University
Tesla recalls over two million vehicles, but it needs to address confusing marketing
Francesco Biondi , University of Windsor
A bottle of scotch recently sold for $2.7 million – what’s behind such outrageous prices?
Hovig Tchalian , University of Southern California
James Bond and Aston Martin’s DB5: behind the scenes of one of cinema’s most successful product placements
Delphine Le Nozach , Université de Lorraine
Social media ads are littered with ‘green’ claims. How are we supposed to know they’re true?
Christine Parker , The University of Melbourne
Disinformation is part and parcel of social media’s business model, new research shows
Carlos Diaz Ruiz , Hanken School of Economics
Out with the old: Marketers are reinventing themselves for a more sustainable future
Ingrid Kajzer Mitchell , Royal Roads University and Karly Nygaard-Petersen , Royal Roads University
Americans are tiptoeing out of economic turmoil this holiday shopping season
Ayalla A. Ruvio , Michigan State University and Forrest Morgeson , Michigan State University
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Professor of Marketing, University of Birmingham
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Nothing Says Status Like a Hotel Bathrobe
Items like hats, T-shirts, towels and, yes, bathrobes from luxury properties have become sought-after swag, even for people who haven’t stayed at them.
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Reimagining marketing strategy: driving the debate on grand challenges
Ko de ruyter.
1 King’s College, London, London, UK
Debbie Isobel Keeling
2 University of Sussex, Brighton, UK
Kirk Plangger
Matteo montecchi, maura l. scott.
3 Florida State University, Tallahassee, FL USA
Darren W. Dahl
4 University of British Columbia, Vancouver, Canada
Associated Data
A little less conversation….
A little more action, please. There is no record of Elvis Presley's views on responsible marketing, but his 1968 song, “A Little Less Conversation,” could have been written as a reflection on the global marketing community’s current progress in transforming our field. At the United Nations (UN) General Assembly in 2015, the leaders of 193 nations adopted an ambitious set of 17 global Sustainable Development Goals (SDGs) combatting poverty, inequality, and discrimination. Since then, it has been an imperative for organizations to reimagine their marketing strategy with an eye towards global impact. This is not only a matter of international policy; important shifts in stakeholder views on responsible marketing are also starting to emerge. For example, supply chain partners and end-customers across many industries are increasingly interested in end-of-life cycle initiatives, product-emission rates, product provenance, and transparency of production. These stakeholders are steadily demanding more environmentally-friendly packaging and lower carbon footprints. Further, stakeholders expect human dignity to be respected along this process. Consequently, long-term supply chain strategies are being redefined to acknowledge climate change and human rights issues in strategy formulation and execution.
In turn, marketing scholars have increasingly become concerned with responsible marketing, and although these issues have not always been the focus of our scholarship, it is evident from current work that they are now. There is a growing, rich conversation involving notions of responsibility within marketing in the current scholarship base. The past decade has witnessed an expansion of concepts and empirical evidence regarding the challenges of environmental sustainability, social responsibility, (mental) health and social care, wealth disparities and poverty, nationalism and its impact on global trade, identity loss, and a wide array of unintended consequences of digitization (Hensen et al., 2016 ). As an academic marketing community we are well-placed to lead on relevant change across the social, economic, environmental, and political landscapes; doing so will provide further opportunities for novel contributions to marketing strategy knowledge. Moreover, there is a wider call for societal and political action through purposeful engagement with the world’s grand challenges, thereby inspiring scholars and industry to work together as partners to reimagine the very definition of effective marketing strategy.
Key to successfully transforming marketing strategy is the creation of forward-looking intellectual frameworks, which can serve as springboards for future research that can inform creative and critical scholarship and practice. At this point, marketing scholars are primed to develop sustainable solutions by aligning the interests of principal stakeholders, not just shareholders, and by balancing longer-term and shorter-term benefits. The conversation about reimagining marketing strategy started with a fundamental and paradigmatic shift away from the discipline’s earlier focus on agency and transaction costs. A fruitful lens through which to continue this conversation is the emerging theorizing on stewardship (c.f., Mick et al., 2012 ), which can simultaneously be aligned with sustaining contributions to (or even reimagining) the bottom-line. Furthermore, and in the spirit of stewardship thinking, we recognize that the strength of extant marketing scholarship lies in its knowledge exchange and co-creation with stakeholders. This collaborative approach during the various stages of research design and execution can, and does, bring about meaningful change. It also involves consideration of the interplay between customers/consumers, firms, governmental policies, and society.
We begin by introducing the notion of stewardship as a basis for identifying three complementary principles to guide the continued transformation of marketing strategy (i.e., becoming responsible, respectful, and resilient), which we discuss and integrate with the 17 UN SDGs ( https://sdgs.un.org/goals ). Importantly, we argue that the application of these principles to the grand challenges faced by society today will be an effective way to frame marketing investigations and achieve substantive contributions that meet these challenges. Subsequently, we take stock of the current marketing scholarship through the lens of these three principles by applying them directly to the results of a bibliometric analysis of the marketing literature. We conclude by reflecting on the opportunities for academic practice in marketing with respect to meeting the grand challenges that the world faces.
Responsible, resilient, and respectful principles
Central to stewardship theory is recognizing the importance of balancing personal goals with goals of a larger entity (Hernandez, 2008 ). We feel that stewardship provides a robust basis for reimagining marketing strategy for three reasons. First, if individuals are to assume responsibility to support the greater good, they do so based on the development of an ideological and relational commitment. There is an opportunity for marketing scholars to both identify business practices that can promote collective solutions that benefit both society and the firm, and also quantify benefits to firms and customers of taking a broader collective focus in business practices. This may encourage managers and decision-makers to strive for equilibrium between personal and collective interests. For example, how a store manager values collective welfare (e.g., environmental responsibility) can inspire sales associates to engage in selling green products while managing their sales targets, or can shape how novel product attributes, such as recyclability, biodegradability, and ethical sourcing, can best be promoted. Second, the notion of stewardship implies that people may not fully realize the longer-term consequences of near-term actions. Marketing research on self-control and self-regulation can offer insights into the trade-offs between near-term actions and longer-term consequences of such decisions. This underlines marketing’s unique capacity to conceive solutions that are both resilient and sustainable to collective interests across time; this could involve intergenerational product positioning, and potentially influence environmentally-friendly behaviors across different stakeholders. Third, stewardship affords an equitable distribution of rewards, which indicates the integrity and respect of a shared value approach to contributors to economic and social activity. Marketing’s deep understanding of value can inform facilitation of shared value(s) between stakeholders in multiple domains. This is, perhaps, particularly the case in complex services, which are often characterized by complex power, knowledge, and experiential asymmetries (Keeling et al., 2021 ). Based on this foundation from the stewardship literature, we identify three principles to guide the transformation of marketing strategy in becoming increasingly responsible , resilient, and respectful .
The Responsible principle requires giving voice to all marketing stakeholders for a shared vision of what constitutes a well-balanced and sustainable offering. This principle can be advanced by being approached in a manner that is mutually beneficial to other long-term organizational goals, especially when these offerings challenge conventional thinking or center on short-term benefits. For example, marketing scholars can collaborate with organizations to understand how service firms can adapt to support refugees, and how novel approaches can also strengthen relationships with existing customers. This approach requires extending the focus of scholarly marketing research to include themes that are traditionally not considered to be ‘marketing’, as well as articulating social benefits alongside economic ones. For example, marketing scholarship can make a substantive contribution to public health policy by addressing such issues as how to combat stigmatization in mental health campaigns and how to heighten engagement in health communities among stigmatized patients. Conversely, it also involves taking a fresh look at traditional topics of academic inquiry and revisiting them with a responsibility perspective, in which balancing the needs of individuals and societal concerns are in fact key priorities of the organization. For example, the Responsible Research in Business and Management network encourages research that aligns with this principle ( www.rrbm.network ). Thus, marketing scholarship can help to advance UN SDGs, such as promoting good health and wellbeing (SDG 3), and responsible consumption and production (SDG 12).
The Resilient principle is based on continuous improvement through self and group reflections. Here, the focus is on ensuring and enculturating operational effectiveness and sustainability. This is achieved through establishing world class infrastructure and supply chains, and appropriately harnessing innovation and entrepreneurship. The Covid-19 crisis has exposed the vulnerability of international supply chains, as well as cash and information flows; firms need to develop resilience strategies to deal with this moving forward. Firms are currently revisiting their (ethical) sourcing and procuring (e.g., support of local suppliers), and manufacturing and contactless delivering systems (e.g., Amazon’s last mile concept) to fulfil the changing needs of channel partners and end-consumers. Furthermore, the pandemic-driven surge in peer-to-peer home delivery services (e.g., Instacart, UberEats) has introduced novel dilemmas for firms in terms of product safety, brand management and uniformity, and developing a sustainable workforce. Resilience could also be viewed in terms of marketing’s contribution to alleviating poverty and addressing potential issues associated with climate change, natural resource sustainability, and social instability.
The Respectful principle focuses on enabling different levels of aspiration within a fair society. Equality, diversity, and social inclusion underpin this principle to ensure that vulnerable, disadvantaged, and previously marginalized communities are empowered to make their own meaningful contributions in marketplaces. Mars (a manufacturer of confectionery, pet food, and other food products) revised its advertising code based on the principle of respect, pledging to facilitate casting that ‘ reflects the true diversity of the consumer base that we sell to, as determined by gender, race, sexuality, age, ability, class’ and to portray people as ‘empowered actors and full personalities, rather than using stereotypes ’ (Whiteside, 2021 ). There is a plethora of research themes stemming from the respectful principle, such as implicit gender bias in conversational AI-agents, and rebranding and advertising in times of increased social-political movements (e.g., MeToo, Black Lives Matter). Conversely, uncovering research themes from cases like The Wine Noire, an African American women-owned wine collective organized around an equitable and sustainable supply chain and logistic services for female winemakers and winemakers of color, might inform an agenda of research action.
Mapping the conversation
To further the discussion of the Responsible, Resilient, and Respectful principles, we illustrate current scholarly conversations using a bibliometric approach. This approach organizes the literature by identifying important contributors, contributions, and knowledge structures (Zupic & Čater, 2015 ). Informed by past JAMS editorials, four authors debated and selected keywords relevant to the three principles. 1 We used this curated set of keywords to identify and select articles published in the six leading marketing journals listed in the FT 50 journal ranking. 2 An initial search and article extraction performed on Scopus ( www.scopus.com ) resulted in a sample of 536 articles. We examined each article’s title, keywords, and abstract to determine its relevance to the three principles and retained a final sample of 254 articles.
Annual scientific production (in terms of publications) in our sample has increased substantially over the period considered (1973 to May 2021), exhibiting a compound annual growth of 6.12%. The first production peak is in 1997 with nine articles that broadly examine pro-environmental and pro-social marketing strategies, as well as the impact of these strategies on consumers’ perceptions of firms. The annual scholarly outputs have grown steadily every year since 2011, as evidenced by the 18 articles already published by May 2021. Among the six leading marketing journals we selected, the Journal of the Academy of Marketing Science dominates this literature domain (86 articles), followed by the Journal of Marketing (57 articles) and the Journal of Consumer Psychology (51 articles). We assessed authors’ influence by examining the total number of articles published and citations accumulated by each author. Julie Irwin (McCombs School, University of Texas) is the most prolific author in our sample with a total of seven articles, whereas CB Bhattacharya (Katz Graduate School of Business, University of Pittsburg) leads the citations ranking with 5012 total citations across five publications.
To identify the intellectual structure of this literature domain, we constructed a bibliometric network with VOS Viewer using bibliographic coupling (Fig. 1 3 ). Bibliographic coupling examines similarities between articles in a collection by considering the number of cited references that the articles share (Zupic & Čater, 2015 ). This analysis revealed seven clusters of articles representing distinctive lines of inquiry. We named these clusters to reflect the substantive focus of the scholarly contributions included therein, and then grouped them according to the principles (Table (Table1 1 ).
Bibliometric visualization of the literature according to the Responsible, Resilient, and Respectful principles
Responsible, Respectful, and Resilient principles literature clusters
Notes: a The table includes the top three articles in each cluster by normalized number of citations. The normalization takes into consideration that more recent articles had less time to accumulate citations. The formula is as follows: N o r m a l i z e d - c i t a t i o n s - f o r - a n - a r t i c l e = T o t a l - c i t a t i o n s - o f - a n - a r t i c l e A v e . - c i t a t i o n s - f o r - a l l - a r t i c l e s - p u b l i s h e d - i n - t h e - s a m e - y e a r - i n c l . - i n - s a m p l e
b Key: JM = Journal of Marketing; JCP = Journal of Consumer Psychology; JCR = Journal of Consumer Research; JMR = Journal of Marketing Research; JAMS = Journal of the Academy of Marketing Science
The conceptual building blocks of the Responsible principle are reflected in Clusters A, B, and C. Articles in the largest cluster (A – Green consumption) examine factors leading to consumer preferences for environmentally-friendly and ethically sourced products, as well as associated persuasion strategies. Taking a broader perspective, contributions in the second largest cluster (B – Responses to Corporate Social Responsibility (CSR) strategies) examine how consumers’ react to firms’ CSR associations. The articles within these clusters are closely connected with the research in Cluster C (Stakeholder relationships) that explores how CSR contributes to corporate reputation among external firm’s stakeholders. In short, despite the extensive conversations regarding corporate responsibility issues, further research needs to focus on how marketing approaches the CSR agenda to encourage even more sustainable behaviors that appeal to a wider range of stakeholders.
The Resilience principle is well represented by Clusters D and E. Cluster D’s (Sustainable marketing strategies) research revolves around green approaches that inoculate marketing from environmental challenges, including enviropreneurialism, corporate environmentalism, and organizational capabilities for resilience. Articles in Cluster E (CSR strategies and firm performance) examine strategic outcomes of CSR investments, including firm market value, firm idiosyncratic risk, and customers’ product and brand evaluations. In sum, the Resilience principle incorporates seminal conceptualizations of sustainability and CSR marketing strategies as drivers of firms’ competitive advantage. However, recent external challenges (e.g., the COVID pandemic) call for a re-examination of these ideas to re-imagine marketing capabilities that will increase the resilience of firms.
The Respectful principle is represented by Clusters F and G. Cluster F’s (Ethical consumption) research concentrates on ethical consumer choices in the context of environmental sustainability, cause-related initiatives, stakeholder collaborations, and other ethical initiatives. Articles in Cluster G (Ethical marketing strategies) includes contributions elucidating the relationship between marketing strategy and CSR initiatives to achieve organizational effectiveness and ethical managerial decision making. As depicted in Fig. 1 , research on the Respectful principle is somewhat more dispersed and often disparate from other conversations. However, research inspired by the Respectful principle has the potential for many substantive future contributions that will shape how organizations interact with diverse, vulnerable, and underrepresented stakeholder groups.
A little more impact please …
Current societal expectations set within the broader context of the UN SDGs, recognition of the individual value of research endeavors (San Francisco Declaration on Research Assessment, DORA, https://sfdora.org/ ), and the move towards wide-scale Open Access of research, mean that the position, nature, and value of academic research in society is being reexamined. This is also the case for business research. For instance, the Association to Advance Collegiate Schools of Business (AACSB, www.aacsb.edu/ ) has expanded its accreditation standards to include ‘engagement and social impact’, a change which is directly tied to the UN SDGs. In parallel, the traditional academic role is changing within Higher Education, as distinct career pathways develop that recognize differing, yet complementary, expertise in research, education, and enterprise. Together, these drivers offer opportunities for further innovation in the field of marketing, integral to which is a change in how marketing scholars and practitioners understand, discuss, and measure research ‘impact’ and how changes in our academic environment offer further channels for development.
With respect to research impact, marketing, as an applied discipline, has consistently examined the ‘fitness’ of research as defined by its relevance and robustness in today’s dynamic environment. The Responsible, Resilient, and Respectful principles that we outline can provide a guide toward articulating impactful contributions to knowledge and practice. As a discipline, marketing is well-placed to develop the opportunities within each of these principles with respect to marketing strategy. We offer Table Table2, 2 , which identifies example research questions that connect each of the stewardship principles to the UN SDGs, as an initial template in framing research impact for marketing strategy moving forward.
Examples of future marketing research questions at the intersection of stewardship principles and United Nations Sustainable Development Goals (UN SDGs)
With respect to the changing academic environment, like many other disciplines, the marketing discipline’s application of impact metrics is in flux and will continue to change in the coming years. The current assessment of output impact based on output levels (typically published journal articles) and using mainly numerical indicators is being challenged (e.g., through institutions committing to the San Francisco Declaration on Research Assessment). Instead, applying the Responsible principle, there is now a demand for broader (e.g., AltMetrics) and more qualitative evaluations of research impact. This demand will drive change in the types of output that articulate how marketing scholars undertake research that generates value for multiple stakeholders. In developing a cohesive narrative of the impact value of scholarly marketing research, there is an opportunity to broaden the definition of impact to include impactful outcomes , in addition to impactful outputs . For example, impactful outcomes due to changes in the marketing strategies that promote electric vehicle adoption will bring a corresponding positive change in the quality of life of consumers by improving air quality. Or consider the example of altering marketing strategies to combat youth obesity by restricting when and where sugary drinks and other junk food can be advertised. At the same time, marketing scholars can also examine the thresholds and timeframes for reasonable expectations about the impact that marketing strategy can achieve.
Furthermore, researchers often navigate the tension between generating research that addresses the need for academic relevance and robustness alongside the need for societal relevance and robustness. Academic relevance (in how contributions and implications are framed) and robustness (in how methodological approaches are framed) are familiar building blocks in the literature. However, due to a broad scope, the marketing discipline has less clarity and consensus on societal relevance and societal robustness . Societal relevance directly asks: ‘What societal challenge does this research contribute to?’ Societal robustness demands not only value for money, but also, more fundamentally, research accessibility and usefulness. An impact framework that integrates outcomes valued by multiple stakeholders can help guide the marketing discipline’s pursuit of high impact research with a societal focus. Such a framework can readily be devised in directly linking the reimagining of marketing strategy to the UN SDGs (such as in Table Table2) 2 ) to enable researchers to articulate the value of their research in terms of mutual relevance, robustness and value.
The Resilient principle calls into question the longevity of what marketing research and practice offers, and how this contributes to sustainable solutions for society. The nature of published content undoubtedly needs to be more diversified to effectively meet the demands of differing audiences. Journal articles are an important means of mobilizing knowledge in academia and for other ‘users’ of research who are able to access such sources. However, journal articles are one part of a wider portfolio of content and services that could fulfil the different needs and purposes of society. Many universities and academics are already diversifying their research portfolios, both in terms of the content produced and services offered (e.g., professional development opportunities directly extending from research), alongside the approaches to communication of outcomes (e.g., podcasts, open access toolkits). This trend will help develop sustainable solutions, especially with respect to the UN SDGs. For example, creating health communications in collaboration with the intended audiences can result in tools that are readily accepted by those audiences, in terms of language, format and content, to bring about the intended impact.
The existing tension is often a simple one: How might we best develop and share proven methods or tools to embed them in practice, and in such a way that this effort is also recognized as a valuable scholarly activity? Companies and communities want to work with academics, but the outcomes they value are not always easily aligned with the outputs valued by academia. This is by no means a new challenge, but the conversation about impact potentially changes the perspective of said challenge. One promising development, in our view, to meet this challenge is the current change in emergent specialist career pathways. These pathways will broaden the way in which academic work is conducted and delivered, thus, impacting traditional research portfolios (i.e., in terms of outputs and outcomes). That is, marketing academics specializing in education are updating pedagogical approaches for future academics and practitioners to aid marketing strategy in coping with global challenges. Those specializing in knowledge exchange are innovating how knowledge about developing marketing strategy is mobilized in multiple formats to reach wider and more diverse user groups. Finally, those specializing in relevant enterprise are driving practical changes in marketing strategy through the commercialization of academic research into valuable products to society. The emergence of these new pathways provides opportunities to not only better address the questions laid out in Table Table2, 2 , but also presents exciting opportunities for academics to further develop new capabilities, for example, their entrepreneurial skills, that complement existing academic skillsets.
More fundamentally, the move towards embracing representatives of a broader society as both co-creators and drivers of the research process is completely changing the conversation between marketing and society. The Respectful principle assumes co-creation. A distinctive strength that marketing strategy scholars bring to the literature is their experience and expertise in working with stakeholders in the field (e.g., consumer groups, nonprofits, companies, governmental agencies). Thus, marketing strategy can leverage these insights to support the development of rigorous research focused on pursuing the grand challenges that are more directly linked to those who are most impacted. The concept here is that outputs and outcomes are not delivered to ‘users’, but rather co-created with stakeholders in society. There are multiple emerging co-creation processes across disciplines and sectors. In healthcare, for example, the principle of respect is embedded within the process of co-production (e.g., https://www.nihr.ac.uk/documents/co-production-in-action-number-three/26382 ). Engaging non-academic partners as co-creators means being respectful of their lived experiences and how it shapes their active creator roles, as well as rebalancing power structures to allow multiple voices to be heard.
At the same time, it is important to respectfully acknowledge and accommodate individual or group heterogeneity in terms of motivation, knowledge and ability to co-create. New approaches (that are to be celebrated in our estimation) involve training non-academic co-creators in research methods. Conversely, in the future, non-academic co-creators can also train academics in this manner. As marketing scholars are aware, the integration of resources in the form of knowledge, skills, experience, enterprise, and networks creates connections and builds awareness between stakeholders to heighten impact. This connectivity is especially valuable where stakeholders have not had an opportunity to meet, discuss, and share ideas previously. Using the UN SDGs, it is possible to identify situations in which stakeholder groups have not had this opportunity, especially groups who are perceived as more vulnerable. An additional benefit of building co-creation opportunities with vulnerable groups is increased transparency and trust between the academic and wider communities. Conflicts can emerge during such collaboration, especially where there has been little previous interaction, but facilitating resolution of this conflict is impactful in its own right. Marketing, with its keen understanding of stakeholder perspectives, can empower groups of stakeholders to move away from normalized or entrenched expert knowledge and solutions. In doing so, groups of co-creation partners can truly deliver outcomes that are very much ‘fit for purpose’ (e.g., in relation to innovative solutions to address aspects of the UN SDGs). We see marketing as a discipline that is well-positioned to take the lead in developing and fostering diverse multi-disciplinary groups to bring about this shift.
Embracing the broader changes in academia, the outcome we seek here is a renewed call for the facilitation of better marketing strategy that will boldly address society’s grand challenges, and contribute to tackling the UN SDGs through responsible, resilient, and respectful research collaborations with stakeholders.
Supplementary Information
Below is the link to the electronic supplementary material.
1 Our selection of keywords included: societal, corporate social responsibility, social responsibility, CSR, sustainability, sustainable, ethics, ethical, cause-related, environmental, stewardship, vulnerable, disenfranchise, equality, diversity, inclusivity, morality, empowerment . This set of keywords allowed us to extract a comprehensive literature sample that delineates the core themes in marketing strategy relevant to the three principles. We acknowledge that this set of keywords is not comprehensively conclusive. Within the context of this editorial, our analysis is intended as a conversation and action starter.
2 Journals included: Journal of Consumer Psychology, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Marketing Science .
3 To reduce visual complexity and aid interpretation, we set the minimum number of article citations to five and excluded articles without links in the collection. This resulted in a total of 196 articles that were visualized in the figure by normalized number of citations.
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Read our research on: Israel | Religion | Election 2024
Regions & Countries
Many americans find value in getting news on social media, but concerns about inaccuracy have risen.
Social media plays a crucial role in Americans’ news consumption . Half of all U.S. adults say they at least sometimes get news there, according to a 2023 Pew Research Center survey .
Those who get news on social media name a variety of things that they like about it, including convenience, speed and the element of social interaction. But some social media news consumers also express concerns about news there being inaccurate, low quality and politically biased. The share who say inaccuracy is the aspect they dislike most has increased from 31% to 40% in the past five years.
These findings come from a broader Center survey of U.S. adults’ news habits . The survey asked Americans who get news on social media to describe – in their own words – the things they like and dislike most about getting news there. Their responses were then sorted into categories.
Pew Research Center asked two open-ended questions about what people like and dislike most about getting news on social media as part of a survey on U.S. adults’ news habits. The survey of 8,842 U.S. adults was conducted from Sept. 25 to Oct. 1, 2023.
Everyone who completed the survey is a member of the Center’s American Trends Panel (ATP), an online survey panel that is recruited through national, random sampling of residential addresses. This way nearly all U.S. adults have a chance of selection. The survey is weighted to be representative of the U.S. adult population by gender, race, ethnicity, partisan affiliation, education and other categories. Read more about the ATP’s methodology .
We asked all respondents who say they get news on social media to answer the open-ended questions. Responses were manually coded into categories. In total, we coded 4,507 open-end responses on what respondents like the most and 4,453 responses on what respondents dislike the most.
Here are the questions used for the fall 2023 survey , along with responses, and its methodology .
We asked whether Americans prefer social media or news outlets for various types of information on a separate ATP survey conducted March 20-26, 2023, among 3,576 U.S. adults. Here are the questions used for the spring 2023 survey , along with responses, and its methodology .
Pew Research Center is a subsidiary of The Pew Charitable Trusts, its primary funder. This is the latest report in Pew Research Center’s ongoing investigation of the state of news, information and journalism in the digital age, a research program funded by The Pew Charitable Trusts, with generous support from the John S. and James L. Knight Foundation.
What Americans like about getting news on social media
The aspects of getting news on social media that Americans value have not changed much since 2018 , the last time we asked these questions. Convenience remains the top thing people like most about getting news on social media. One-in-five social media news consumers say this, with responses such as “It’s at my fingertips,” “I can easily get it” and “It’s available all the time and anywhere.”
Another 9% say they like the speed with which they can get news there, describing news on social media as “fast and to the point” and “quick and easy to digest.”
Smaller shares say they like interaction with others , the up-to-date nature of the news, the content or format , and the variety of sources and stories .
Meanwhile, 7% of Americans who get news on social media say they don’t like anything about the experience, and an additional 32% did not offer a response.
What Americans dislike about getting news on social media
Many social media news consumers also see downsides to getting news this way. Four-in-ten Americans who get news from social media say inaccuracy is the thing they dislike most about it – an increase of 9 percentage points since 2018. This category of responses includes concerns about unverified facts, misinformation, “fake news” and unreliable sources.
A much smaller share of social media news consumers (8%) say they dislike the low quality of news there, with some giving clickbait or a lack of in-depth coverage as examples. Others say the news on social media is too biased or political (6%) or they don’t like the way people behave there (5%).
Another 1% of social media news consumers say censorship is what they dislike most. This category – which we used for the first time in the 2023 survey – includes responses such as “Too much censorship by the sites” and “I really dislike when some of my view points are removed.” There are no significant differences in the shares of Democratic and Republican social media news consumers who say they’re concerned about news censorship on social media. In fact, there are no partisan differences within any of these complaint categories.
Just 4% of respondents say they don’t dislike anything about getting news on social media. Another 31% did not answer the question.
Social media posts versus news outlets: Which do Americans prefer for certain types of information?
The perceived downsides of getting news on social media may help explain why many Americans prefer to go directly to news outlets instead. In a separate Center survey, U.S. adults who say they at least sometimes get news on social media were asked whether they prefer reading social media posts or going directly to news outlets for five different types of information. Those types of information include the basic facts about an issue or event as well as in-depth information and opinions on it.
Americans prefer to get four of the five types of information from news outlets over social media. However, a substantial share say they like getting each type of information from news outlets and social media about the same.
For example, 45% of respondents say they prefer news outlets for getting the most in-depth information about an issue or event, while only 11% prefer social media posts for this. An additional 34% say they value both sources equally, while 8% say they prefer neither option.
Social media news consumers also tend to prefer news outlets over social media to get:
- The basic facts about an issue or event (39% vs. 14%)
- Up-to-date information about an event as it is happening (34% vs. 21%)
- Information about how an issue or event impacts them (31% vs. 15%)
In each of these cases, roughly four-in-ten or more say they like social media and news outlets about the same.
In contrast, equal shares of Americans prefer news outlets and social media when it comes to opinions on an issue (22% each).
Previous Center research has shown that younger Americans are more likely than older Americans to prefer getting news from social media , and that pattern also appears in the findings of this survey. Adults under 30 express a clear preference for using social media over news outlets to get opinions on an issue (36% vs. 13%) and up-to-date information as an event is happening (35% vs. 21%). Americans ages 65 and older are much more likely to prefer news outlets over social media for every type of information we asked about.
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How Americans tweet about the news
News on twitter: consumed by most users and trusted by many, news consumption across social media in 2021, news use across social media platforms in 2020, americans who mainly get their news on social media are less engaged, less knowledgeable, most popular.
About Pew Research Center Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research. Pew Research Center does not take policy positions. It is a subsidiary of The Pew Charitable Trusts .
Marketing Research Industry News January 2024
A compilation of recent news about marketing, marketing research companies and organizations. Information services company GfK has completed the sale of its European Consumer Panel Services business to research data and analytics technology company YouGov. Market Research Institute International and the University of Georgia have added a course titled Measurement & Questionnaire Design to the Principles Express suite of courses. Echo Market Research has rebranded to 10K Humans. And more...
Acquisitions/transactions
Accenture has agreed to acquire media and marketing technology company Jixie to strengthen its marketing transformation capabilities.
Research company Ipsos has acquired I&O Research .
Information services company GfK has completed the sale of its European Consumer Panel Services business to research data and analytics technology company YouGov .
Research data and analytics technology company YouGov has acquired survey data management solution KnowledgeHound to expand the capabilities of its survey analytics platform Crunch.
Pharmaceutical predictive analytics provider Evaluate has acquired J+D Forecasting .
Research panel provider OvationMR has agreed to acquire data collection and text analytics platform Qualibee.ai .
Technology services firm Trace3 has acquired data and analytics consulting company Tail Wind to improve its services and offerings.
Data platform Innovaccer has acquired digital marketing and health care CRM platform Cured .
Food and beverage insight agency Food Innovation Solutions Group has acquired Cambridge Market Research to strengthen its research division.
Radius Global Market Research has acquired Strive Insight Limited for an undisclosed sum.
Data collaboration platform LiveRamp has acquired software provider Habu .
Alliances/strategic partnerships
Strategy consulting firm Magid has partnered with marketing company Claritas to offer targeted marketing solutions to the streaming ecosystem.
Consumer insights provider MRI-Simmons and AI platform company Deep Labs have partnered to launch a data enrichment solution for the payment industry.
Software platform iMotions has partnered with PLUX Biosignals to integrate respiration rate into the iMotions human behavior platform.
TV audience data company Samba TV has created a strategic partnership with Snap Inc. to help brands understand advertising on Snapchat.
Prosper Insights & Analytics has partnered with data monetization platform DataPostie to launch a consumer insights marketplace on DataPostie’s platform.
Health care research firm Klein & Partners has created a strategic partnership with research firm thinqinsights to improve its portfolio of products and services.
Association/organization news
Market Research Institute International and the University of Georgia have added a course titled Measurement & Questionnaire Design to the Principles Express suite of courses.
New companies/new divisions/relocations/expansions
Echo Market Research has rebranded to 10K Humans .
Research services firm ADAPT has completed its move to an expanded mail processing facility in Minnetonka, Minn.
Consumer insights platform Sonar has rebranded to GetWhy .
Insight consultancy Firefish Group has rebranded its quantitative and data analytics business the numbers lab to Firefish Data.
Insights company Alligator Digital has expanded its operations to the U.S.
Research company earnings/financial news
Data analytics company KlariVis has closed an $11 million Series B round of funding led by Blueprint Equity .
Behavioral intelligence AI company NumberEight has raised $2.7 million in pre-Series A funding led by ACF Investors .
The stock market is looking a lot like it did before the dot-com and '08 crashes, top economist says
- The stock market looks similar to the periods that preceded the dot-com and 2008 market events.
- David Rosenberg pointed to the exuberance for AI, which has sparked a "raging bull market."
- The "speculative mania" carrying the stock market could soon end, he warned.
The stock market is flashing the same warning signs of "speculative mania" that preceded the crashes of 2008 and 2000, according to economist David Rosenberg.
The Rosenberg Research president — who called the 2008 recession and who's been a vocal bear on Wall Street amid the latest market rally — pointed to the "raging bull market" that's taken off in stocks, with the S&P 500 surpassing the 5,000 mark for the first time ever last week.
The benchmark index has soared around 22% from its low in October last year, clearing the official threshold for a bull market. The index has also gained for the last five weeks and has been up for 14 of the last 15 weeks — a winning streak that hasn't been seen since the early 1970s.
But the stellar gains are a double-edged sword for investors, as the market looks dangerously similar to the environment prior to the dot-com and 2008 crashes, Rosenberg wrote in a note on Monday.
"With each passing day, this has the feel of being a cross between 1999 and 2007. It is a gigantic speculative price bubble across most risk assets, and while AI is real, so was the Internet, and so were the high-flying stocks that populated the Nifty Fifty era," he said, referring to the group of 50 large-cap stocks that dominated the stock market in the 60s and 70s, before falling by around 60%
Other Wall Street strategists have warned of the parallels between today's market and similar stock booms in the past . The hype for artificial intelligence pushed the Magnificent Seven stocks to dominate most of the S&P 500's gains last year, and a major price correction is on the way as valuations soar to unsustainable levels, Richard Bernstein Advisors said in an October 2023 note.
"This is the problem when a group of mega cap 'concept' stocks trade at double the multiple of the rest of the market. The lesson is that (i) the higher they are, the harder they fall, and (ii) there are dangers when too much growth gets priced in," Rosenberg said. "Being real in an economic sense does not mean we have not entered a realm of excessive exuberance when it comes to the financial markets," he added, referring to the hype surrounding AI.
The outlook for stocks is also shadowed by an uncertain economic picture. Geopolitical risks, recession risk, and the risk that the Fed will disappoint investors hoping for rate cuts aren't being priced into markets at the moment, Rosenberg added.
"I don't find speculative manias a turn-on and in my personal finances, I avoid them like the plague. Not everyone likes to hear that, especially since I missed so much of this rally but that's how I roll," he said.
Rosenberg has warned investors to tread carefully before, given the slew of risks he sees ahead for markets. Previously, he said that the S&P 500 looked " eerily similar " to 2022, the year the index plunged 20%. That's partly because a recession that "few see and few are positioned for" is coming for the economy, he wrote in a post on LinkedIn last month.
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Tom Soladay named College of Agriculture and Life Sciences director of communications and marketing
Soladay brings years of experience representing and promoting brands on a global scale.
- Virginia Tech News
12 Feb 2024
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Tom Soladay has been named the director of communications and marketing for Virginia Tech’s College of Agriculture and Life Sciences , effective Feb. 1.
In this role, Soladay will lead the planning and execution of a comprehensive strategic communications and marketing plan for the college, Virginia Cooperative Extension, and the Virginia Agricultural Experiment Station that aligns with and advances universitywide strategic goals and initiatives.
As a member of the college’s advancement team, Soladay will be responsible for increasing the visibility and enhancing the reputation of Virginia Tech along with promoting the college’s teaching, research, and outreach activities including Extension’s mission to share knowledge, support businesses, and implement research that advances the well-being of all Virginians.
“Tom approaches communications and marketing with a team-first mentality and an innovative mindset, two things that resonate strongly within our college and Virginia Tech,” said Alan Grant , dean of the College of Agriculture and Life Sciences. “He understands the importance of the life-changing research we conduct and how to leverage that information to benefit people across Virginia and the globe . We’re pleased to have him join us.”
Soladay brings years of experience representing and promoting brands on a global scale, including working as senior public relations manager at Chip Ganassi Racing and communications director at international sports marketing company Circuit Sport. He holds a bachelor’s degree in economics from the University of Maryland and is a retired professional cyclist.
Zeke Barlow
540-231-5417
- Advancement
- Agricultural Research and Extension Centers
- Blacksburg, Va.
- College of Agriculture and Life Sciences
- Faculty and Staff
- Graduate Education
- Undergraduate Education
- Virginia Cooperative Extension
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