J Mar
Introduction
Journal of Marketing, 87(3)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation
—Peter N. Golder, Marnik G. Dekimpe, Jake T. An, Harald J. van Heerde, Darren S.U. Kim, and Joseph W. Alba [] []
Societal Spillovers of TV Advertising: Social Distancing During a Public Health Crisis
—Ayan Ghosh Dastidar, Sarang Sunder, and Denish Shah [] []
Does Disclosure of Advertising Spending Help Investors and Analysts?
—Sungkyun Moon, Kapil R. Tuli, and Anirban Mukherjee [] []
Finding Goldilocks Influencers: How Follower Count Drives Social Media Engagement
—Simone Wies, Alexander Bleier, and Alexander Edeling [] []
A Meta-Analysis of the Effects of Brands Owned Social Media on Social Media Engagement and Sales
—Georgia Liadeli, Francesca Sotgiu, and Peeter W.J. Verlegh [] []
Does Topic Consistency Matter? A Study of Critic and User Reviews in the Movie Industry
—Eunsoo Kim, MengQi (Annie) Ding, Xin (Shane) Wang, and Shijie Lu [] []
We Earned the Coupon Together: The Missing Link of Experience Cocreation in Shared Coupons
—Eric (Er) Fang, Beibei Dong, Mengzhou Zhuang, and Fengyan Cai [] []
Brand Equity in Good and Bad Times: What Distinguishes Winners from Losers in Consumer Packaged Goods Industries?
—Koushyar Rajavi, Tarun Kushwaha, and Jan-Benedict E.M. Steenkamp [] []