Can brands play a major role in mitigating the adverse consequences of public health crises? A new Journal of Marketing study shows that COVID-19-related brand advertising effects on social distancing behavior were almost 11 times stronger in the absence of a cogent governmental response. Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221130011 Read an in-depth recap of this research: https://www.ama.org/2022/11/08/can-brands-influence-social-outcomes-the-impact-of-covid-19-related-brand-advertising-on-social-distancing-behavior/ Reference: Ghosh Dastidar, Ayan, Sarang Sunder, and Denish Shah (2022), "Societal Spillovers of TV Advertising – Social Distancing During a Public Health Crisis," Journal of Marketing, doi:10.1177/00222429221130011 Producer: Marissa Lambert Narrator: Josephine Stein Acknowledgments: Sushma Kambagowni Topics: advertising, social good, COVID-19, social distancing, public health, marketing, health crises, corporate social responsibility, social welfare The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

Influencer marketing is among the fastest growing channels in advertising and marketing today. As this trend grows, we wanted to examine all the factors that drive the success of influencer marketing campaigns, with a focus on the role of influencer authenticity. Join Dr. Christian Hughes (Notre Dame University) as she interviews Dr. Fine Leung (Hong Kong Polytechnic University) and Dr. Simone Wies (Goethe University Frankfurt) about the findings from their latest Journal of Marketing articles focused on influencer marketing. The two articles discussed are: Leung, Fine, Flora Gu, Yiwei Li, Jonathan Z. Zhang, and Robert W. Palmatier (2022), "Influencer Marketing Effectiveness," Journal of Marketing. doi:10.1177/00222429221102889 Wies, Simone, Alexander Bleier, and Alexander Edeling (2022), "Finding Goldilocks Influencers: How Follower Count Drives Social Media Engagement," Journal of Marketing. doi:10.1177/00222429221125131 Host: Dr. Christian Hughes Production Assistance: Alumni FM Topics: influencer marketing, online influencers, consumer engagement, social media, marketing strategy, content, branding, engagement The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

Empirics first or theory first? A new Journal of Marketing study makes a case for an empirics-first approach to marketing research, as opposed to the dominant theory-first approach. Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221129200 Read a brief recap of this research: https://www.ama.org/2022/11/01/empirics-or-theory-first-a-case-for-an-empirics-first-approach-that-develops-marketing-relevant-insights-from-real-world-problems/ Reference: Peter N. Golder, Marnik G. Dekimpe, Jake T. An, Harald van Heerde, Darren S. U. Kim, and Joseph W. Alba, "Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation," Journal of Marketing. doi:10.1177/00222429221129200 Producer: Marissa Lambert Narrator: Saira Salyani Acknowledgments: Sushma Kambagowni, Aman Soni Topics: empirical research, marketing theory, relevance, empirical generalizations, research methods, marketing research The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

Sharing coupons with friends can create a conflict between economic incentives and social relationships. A new Journal of Marketing study shows that experience cocreation can mitigate this conflict and make customers more likely to share and redeem coupons. Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221126990 Read a brief recap of this research: https://www.ama.org/2022/10/25/we-earned-the-coupon-together-the-value-of-experience-cocreation-in-redeeming-shared-coupons/ Reference: Eric (Er) Fang, Beibei Dong, Mengzhou Zhuang, and Fengyan Cai, "'We Earned the Coupon Together': The Missing Link of Experience Cocreation in Shared Coupons," Journal of Marketing. doi:10.1177/00222429221126990 Producer: Marissa Lambert Narrator: Josephine Stein Acknowledgments: Sushma Kambagowni, Aman Soni Topics: shared coupons, social sharing, social influence, social commerce, digital coupons, coupons, coproduction, cocreation, experience cocreation, customer participation, social promotion, coupon redemption, coupon value, face value, norm conflict, communal relationships The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

How do the similarities in content posted by movie critics and general users impact moviegoing audiences? A new Journal of Marketing study explores. Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221127927 Read the text of this episode here: https://www.ama.org/2022/10/18/does-topic-consistency-matter-in-movie-reviews-a-study-of-critic-and-user-reviews-and-their-impact-on-movie-demand/ Reference: Eunsoo Kim, MengQi (Annie) Ding, Xin (Shane) Wang and Shijie Lu (2022), “Does Topic Consistency Matter? A Study of Critic and User Reviews in the Movie Industry,” Journal of Marketing. doi:10.1177/00222429221127927 Producer: Marissa Lambert Narrator: Josephine Stein Acknowledgments: Sushma Kambagowni, Aman Soni Topics: film industry, critic reviews, machine learning, movies, online word-of-mouth, topic consistency, topic model, user reviews, marketing The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

Do social media influencers with a high follower count generate as much engagement as influencers with smaller followings? This Journal of Marketing study finds that influencers with an intermediate follower count represent the engagement sweet spot. Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221125131 Read the text of this episode here: https://www.ama.org/2022/10/11/finding-goldilocks-influencers-why-high-follower-count-may-not-be-the-best-driver-of-engagement-on-social-media/ Reference: Simone Wies, Alexander Bleier, and Alexander Edeling (2022), "Finding Goldilocks Influencers: How Follower Count Drives Social Media Engagement," Journal of Marketing. doi:10.1177/00222429221125131 Producer: Marissa Lambert Narrator: Josephine Stein Acknowledgments: Sushma Kambagowni, Aman Soni Topics: influencer marketing, social media engagement, influencer indegree, content customization, brand familiarity, multimethod study The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

Most managers think social media only creates engagement. A new Journal of Marketing study finds that its biggest impact is actually on sales. Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221123250 Read the text of this episode here: https://www.ama.org/2022/10/04/from-likes-shares-and-comments-to-sales-how-can-brands-use-social-media-to-stimulate-both-engagement-and-sales/ Reference: Georgia Liadeli, Francesca Sotgiu, and Peeter W.J. Verlegh, “A Meta-Analysis of the Effects of Brand Owned Social Media on Social Media Engagement and Sales,” Journal of Marketing.  doi:10.1177/00222429221123250 Narrator and Producer: Marissa Lambert The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

When it comes to the disclosure of advertising spend, transparency is key. Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221123013 Read the text of this episode here: https://www.ama.org/2022/09/20/how-disclosing-advertising-spending-can-reduce-investor-and-analyst-uncertainty-and-possibly-enhance-firms-valuation/ Reference: Sungkyun Moon, Kapil Tuli, and Anirban Mukherjee, "Does Disclosure of Advertising Spending Help Investors and Analysts?" Journal of Marketing.  doi:10.1177/00222429221123013 Narrator and Producer: Marissa Lambert The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

This Journal of Marketing study finds that female executives are more likely to focus on customer relationships than their male counterparts, leading to strategic choices that reflect a customer focus.  Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221120419  Read the text of this episode here: https://www.ama.org/2022/09/08/how-more-female-executives-in-the-c-suite-can-spur-improved-customer-orientation-and-financial-performance/  Reference: Chandra Srivastava, Saim Kashmiri, and Vijay Mahajan, “Customer Orientation and Financial Performance: Women in Top Management Teams Matter!” Journal of Marketing. doi:10.1177/00222429221120419  Narrator and Producer: Marissa Lambert The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

How do some brands successfully ride the wave of economic expansions and contractions? This Journal of Marketing study defines the strategic brand factors that help moderate the impact of business cycles on brand equity.  Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221122698  Read the text of this episode here: https://www.ama.org/2022/09/13/strategic-brand-factors-that-help-moderate-the-impact-of-business-cycles-on-brand-equity/  Reference: Koushyar Rajavi, Tarun Kushwaha, and Jan-Benedict E.M. Steenkamp, "Brand Equity in Good and Bad Times: What Distinguishes Winners from Losers in CPG Industries?" Journal of Marketing. doi:10.1177/00222429221122698  Narrator and Producer: Marissa Lambert The JM Buzz is a production of the Journal of Marketing and is produced by University FM.