Journal of Marketing最新文献

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EXPRESS: Conceptual Research: Multidisciplinary Insights for Marketing EXPRESS：概念研究：市场营销的多学科见解

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-11-16 DOI: 10.1177/00222429241302814

Irina V. Kozlenkova, Caleb Warren, Suresh Kotha, Reihane Boghrati, Robert W. Palmatier

{"title":"EXPRESS: Conceptual Research: Multidisciplinary Insights for Marketing","authors":"Irina V. Kozlenkova, Caleb Warren, Suresh Kotha, Reihane Boghrati, Robert W. Palmatier","doi":"10.1177/00222429241302814","DOIUrl":"https://doi.org/10.1177/00222429241302814","url":null,"abstract":"Conceptual research is fundamental to advancing theory and, thus, science. Conceptual articles launch new research streams, resolve conflicting findings, explain new phenomena, and integrate divergent research areas. Yet, compared with other disciplines, marketing publishes little conceptual research. This paper provides a multidisciplinary perspective of conceptual research to help increase the quality and quantity of conceptual research in marketing. First, the authors compare conceptual research approaches across marketing, management, psychology, and sociology to provide a synthesis of existing conceptual research frameworks. Second, using citation analyses, the authors provide insights into the academic impact of conceptual research across disciplines, across marketing domains, and over time; they also assess its impact outside of academia. Third, to assist researchers, the paper offers a step-by-step process or “how to” guide for developing high-impact conceptual research, based on insights from the multidisciplinary analysis and interviews with conceptual researchers from different disciplines. Fourth, drawing on the interviews and keyword analysis of recent conceptual marketing articles, the authors suggest emerging opportunities for conceptual research and how to increase the value of conceptual papers for practitioners.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"77 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-11-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142645940","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

EXPRESS: Beyond the Pair: Media Archetypes and Complex Channel Synergies in Advertising 快讯超越配对：广告中的媒体原型和复杂渠道协同效应

IF 12.9 1区管理学

Journal of Marketing Pub Date : 2024-11-16 DOI: 10.1177/00222429241302808

J. Jason Bell, Felipe Thomaz, Andrew T. Stephen

{"title":"EXPRESS: Beyond the Pair: Media Archetypes and Complex Channel Synergies in Advertising","authors":"J. Jason Bell, Felipe Thomaz, Andrew T. Stephen","doi":"10.1177/00222429241302808","DOIUrl":"https://doi.org/10.1177/00222429241302808","url":null,"abstract":"Prior research on advertising media mixes has mostly focused on single channels (e.g., television), pairwise cross-elasticities, or budget optimization within single campaigns. This is starkly detached from advertising practice where (i) there is an increasingly large number of media channels available to marketers, (ii) media plans employ complex combinations of channels, and (iii) marketers manage complementarities among many (i.e., more than pairs) channels. This research empirically learns complex channel complementaries using Latent Class analysis. Latent classes have three useful properties: (i) they account for non-random selection of channels into campaigns, (ii) they capture pairwise and higher-order interactions between channels, and (iii) they allow for meaningful interpretation. We empirically describe the most common media channel archetypes and estimate their relationship to the effectiveness of a set advertising campaigns on a set of common brand-related performance metrics. We use a dataset of 1,083 advertising campaigns from around the world run between 2008 and 2019. We find that there is not a systematically “best” media mix that correlates to dominant performance across all metrics, but clear patterns emerge given specific metrics. We find that traditional channels (TV, outdoor) are commonly paired with digital channels (Facebook, YouTube) in high-performing campaigns. We also find that current marketing practice appears far from optimal, and simple strategies have the potential to increase brand mindset metric lifts by 50% or more.","PeriodicalId":16152,"journal":{"name":"Journal of Marketing","volume":"168 1","pages":""},"PeriodicalIF":12.9,"publicationDate":"2024-11-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142645938","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0