Intl J Res Mar
Introduction
International Journal of Research in Marketing, 41(3)
POSTING TYPE: TOCs
Special Section: Stimulating Research on the Creator Economy
The creator economy: An introduction and a call for scholarly research
—Renana Peres, Martin Schreier, David A. Schweidel, Alina Sorescu []
On the role of social media platforms in the creator economy
—Alexander Bleier, Beth L. Fossen, Michal Shapira []
The creator’s dilemma: Resolving tensions between authenticity and monetization in social media
—Reto Hofstetter, Johanna Franziska Gollnhofer []
Embracing entrepreneurship in the creator economy: The rise of creatrepreneurs
—Alexander Edeling, Simone Wies []
Luxury branding and the creator Economy: Emerging challenges and future avenues
—Emanuela Prandelli, Yajin Wang, Henri Weijo []
Focus: GenAI
Generative AI for scalable feedback to multimodal exercises
—Lukas Jürgensmeier, Bernd Skiera []
Commentary: Reimagining marketing education in the age of generative AI
—Oguz A. Acar []
Acceptability lies in the eye of the beholder: Self-other biases in GenAI collaborations
—Begum Celiktutan, Anne-Kathrin Klesse, Mirjam A. Tuk []
Regular papers
Consumer-driven climate mitigation: Exploring barriers and solutions in studying higher mitigation potential behaviors
—Christophe Lembregts, Romain Cadario []
Where’s Waldo? A framework for quantifying the privacy-utility trade-off in marketing applications
—Gilian R. Ponte, Jaap E. Wieringa, Tom Boot, Peter C. Verhoef []
The role of reviewer badges in the dynamics of online reviews
—Elham Yazdani, Shyam Gopinath, Stephen J. Carson []
Branded response to generic entry: Detailing beyond the patent cliff
—Vijay Ganesh Hariharan, Vardit Landsman, Stefan Stremersch []