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The social media theatre: New guidelines to foster parasocial interactions with followers and improve influencer marketing communication effectiveness 社交媒体剧场：促进与追随者的寄生社交互动并提高影响者营销传播效果的新准则
Journal of Marketing Communications Pub Date : 2024-02-19 DOI: 10.1080/13527266.2024.2318696
Alcina Gaspar Ferreira, Cátia Fernandes Crespo, Fábio Matos Ribeiro, Patrícia Barreiros
{"title":"The social media theatre: New guidelines to foster parasocial interactions with followers and improve influencer marketing communication effectiveness","authors":"Alcina Gaspar Ferreira, Cátia Fernandes Crespo, Fábio Matos Ribeiro, Patrícia Barreiros","doi":"10.1080/13527266.2024.2318696","DOIUrl":"https://doi.org/10.1080/13527266.2024.2318696","url":null,"abstract":"Regarding the popularity of social media platforms among consumers, influencer marketing is increasingly present in brands’ communication strategies. This study adds to the knowledge about the driv...","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"18 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139956118","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
CSR fit with CEO image: Unpacking its influence on stakeholder engagement and authenticity perception 企业社会责任与首席执行官形象的契合度：解读企业社会责任对利益相关者参与和真实性认知的影响
Journal of Marketing Communications Pub Date : 2024-02-15 DOI: 10.1080/13527266.2024.2306906
Keonyoung Park
{"title":"CSR fit with CEO image: Unpacking its influence on stakeholder engagement and authenticity perception","authors":"Keonyoung Park","doi":"10.1080/13527266.2024.2306906","DOIUrl":"https://doi.org/10.1080/13527266.2024.2306906","url":null,"abstract":"This study explores the significant role of Chief Executive Officers (CEOs) in communicating a corporation’s commitment to Social Responsibility (CSR) and their influence on consumer engagement in ...","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"15 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139754481","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
An Introduction to this Special issue: A step change in marketing communication education - the next urgent steps for research 本特刊简介：营销传播教育的阶跃变革--下一步研究工作的当务之急
Journal of Marketing Communications Pub Date : 2024-02-12 DOI: 10.1080/13527266.2024.2305588
Gayle Kerr, Ian Lings, Philip J. Kitchen
{"title":"An Introduction to this Special issue: A step change in marketing communication education - the next urgent steps for research","authors":"Gayle Kerr, Ian Lings, Philip J. Kitchen","doi":"10.1080/13527266.2024.2305588","DOIUrl":"https://doi.org/10.1080/13527266.2024.2305588","url":null,"abstract":"Published in Journal of Marketing Communications (Vol. 30, No. 2, 2024)","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"12 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-02-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139754331","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Linear TV audience deficiency units in marketing mix models: Tilting at windmills or misleading marketing communication spend optimization 营销组合模型中的线性电视受众不足单位：风车或误导营销传播支出优化
Journal of Marketing Communications Pub Date : 2024-01-26 DOI: 10.1080/13527266.2024.2309949
Joann Sciarrino, T. Kirk, John Prudente
{"title":"Linear TV audience deficiency units in marketing mix models: Tilting at windmills or misleading marketing communication spend optimization","authors":"Joann Sciarrino, T. Kirk, John Prudente","doi":"10.1080/13527266.2024.2309949","DOIUrl":"https://doi.org/10.1080/13527266.2024.2309949","url":null,"abstract":"","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"83 23","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139593543","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Nostalgia marketing - a systematic literature review and future directions 怀旧营销--系统文献综述与未来方向
Journal of Marketing Communications Pub Date : 2024-01-23 DOI: 10.1080/13527266.2024.2306551
Mayukh Mukhopadhyay
{"title":"Nostalgia marketing - a systematic literature review and future directions","authors":"Mayukh Mukhopadhyay","doi":"10.1080/13527266.2024.2306551","DOIUrl":"https://doi.org/10.1080/13527266.2024.2306551","url":null,"abstract":"This study addresses the knowledge gap in nostalgia marketing by examining its theoretical foundations, consumer behavior implications, and brand promotion aspects. Through a comprehensive review o...","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"24 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139553740","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Unlocking the persuasive power of virtual influencer on brand trust and purchase intention: a parallel mediation of source credibility 挖掘虚拟影响者对品牌信任和购买意向的说服力：来源可信度的平行中介作用
Journal of Marketing Communications Pub Date : 2024-01-09 DOI: 10.1080/13527266.2023.2301390
Papaporn Chaihanchanchai, Saravudh Anantachart, Nalinnipa Ruangthanakorn
{"title":"Unlocking the persuasive power of virtual influencer on brand trust and purchase intention: a parallel mediation of source credibility","authors":"Papaporn Chaihanchanchai, Saravudh Anantachart, Nalinnipa Ruangthanakorn","doi":"10.1080/13527266.2023.2301390","DOIUrl":"https://doi.org/10.1080/13527266.2023.2301390","url":null,"abstract":"Virtual influencers, asa new type of product endorser, are becoming more visible to the public. However, their persuasiveness remains unclear. This study primarily aimed to analyze the influence of...","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"256 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139410518","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Social media marketing strategy: The impact of firm generated content on customer based brand equity in retail industry 社交媒体营销战略：公司生成的内容对零售业基于客户的品牌资产的影响
Journal of Marketing Communications Pub Date : 2024-01-07 DOI: 10.1080/13527266.2023.2300076
Ghaith Al-Abdallah, Rojan Barzani, Ala’ Omar Dandis, Mohammad Al Haj Eid
{"title":"Social media marketing strategy: The impact of firm generated content on customer based brand equity in retail industry","authors":"Ghaith Al-Abdallah, Rojan Barzani, Ala’ Omar Dandis, Mohammad Al Haj Eid","doi":"10.1080/13527266.2023.2300076","DOIUrl":"https://doi.org/10.1080/13527266.2023.2300076","url":null,"abstract":"This study aims to investigate the influence of firm-generated content (FGC) on Carrefour’s consumer-based brand equity (CBBE) within the Middle Eastern context, with a particular focus on the Kurd...","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"174 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139396678","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Impact of corporate purpose and product attractiveness on job satisfaction and turnover: Evidence from Japanese industries 企业宗旨和产品吸引力对工作满意度和离职率的影响：日本工业的证据
Journal of Marketing Communications Pub Date : 2024-01-03 DOI: 10.1080/13527266.2023.2297354
Takumi Kato, Masaki Koizumi
{"title":"Impact of corporate purpose and product attractiveness on job satisfaction and turnover: Evidence from Japanese industries","authors":"Takumi Kato, Masaki Koizumi","doi":"10.1080/13527266.2023.2297354","DOIUrl":"https://doi.org/10.1080/13527266.2023.2297354","url":null,"abstract":"While some individuals prefer to work for empathic companies, others may be attracted to those with appealing products or services. This study compares the effects of company purpose and products o...","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"4 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139376703","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Engaging with (vs. avoiding) personalized advertising on social media 参与（或避免）社交媒体上的个性化广告
Journal of Marketing Communications Pub Date : 2023-12-21 DOI: 10.1080/13527266.2023.2289044
Sandra Maria Correia Loureiro, Linda Hollebeek, R. Rather, Luis Ruivo, Kristel Kaljund, J. Guerreiro
{"title":"Engaging with (vs. avoiding) personalized advertising on social media","authors":"Sandra Maria Correia Loureiro, Linda Hollebeek, R. Rather, Luis Ruivo, Kristel Kaljund, J. Guerreiro","doi":"10.1080/13527266.2023.2289044","DOIUrl":"https://doi.org/10.1080/13527266.2023.2289044","url":null,"abstract":"","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"40 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138951048","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The power of synergy to reinvent IMC education 重塑 IMC 教育的协同力量
Journal of Marketing Communications Pub Date : 2023-12-17 DOI: 10.1080/13527266.2023.2291466
Gayle Kerr, Frank Mulhern, Vijay Viswanathan, Philip J. Kitchen, Vesna Zabkar, Ian Lings, Jerry Kliatchko
{"title":"The power of synergy to reinvent IMC education","authors":"Gayle Kerr, Frank Mulhern, Vijay Viswanathan, Philip J. Kitchen, Vesna Zabkar, Ian Lings, Jerry Kliatchko","doi":"10.1080/13527266.2023.2291466","DOIUrl":"https://doi.org/10.1080/13527266.2023.2291466","url":null,"abstract":"","PeriodicalId":35919,"journal":{"name":"Journal of Marketing Communications","volume":"30 37","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138966003","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
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