Journal of Marketing Research Scholarly Insights are produced in partnership with the AMA Doctoral Students SIG – a shared interest network for Marketing PhD students across the world. E-scooters continue to grow in popularity as a cost-effective, fun, speedy, and relatively eco-friendly alternative to other modes of transportation. The versatility and freedom that e-scooter riders enjoy could potentially benefit businesses, and a new Journal of Marketing Research study investigates how these compact vehicles are affecting customer spending and restaurant habits. E-scooters redefine restaurant ..read more

In October 2023, the Food and Drug Administration (FDA) granted emergency-use authorization for the COVID-19 vaccine produced by Novavax. This was the third coronavirus vaccine available to Americans, but the only one not made with Messenger RNA (mRNA) technology. The shot was marketed as an alternative for those who were skeptical of vaccines made with mRNA technology. The COVID-19 vaccines produced by Pfizer and Moderna introduce a piece of mRNA that corresponds to a viral protein, usually one found on the outer membrane of the coronavirus. The immune system recognizes this foreign protein a ..read more

We’re Passionate About Building the Future Generation of Marketing Leaders. The AMA Foundation awards collegiate scholarships to student marketers who are making an impact on their campus and in the community. Here’s a look at the 2023-2024 winners of our Diversity Leadership Scholarships, Robert DeLay Social Impact Scholarships, EBSCO Student Scholars, Stryker Buonocristiano Scholarship, and Lee Epstein Scholarships. Diversity Leadership Scholarship Winners The AMA Foundation Diversity Leadership Scholarship is awarded to student leaders who serve others, inspire greatness and achieve remarka ..read more

Journal of Marketing Research Scholarly Insights are produced in partnership with the AMA Doctoral Students SIG – a shared interest network for Marketing PhD students across the world. The global fashion market has achieved unprecedented growth, being valued at 1.74 trillion USD as of 2023, and it’s expected to expand further to 1.94 trillion USD by 2027 (Statista 2023). In the midst of reaching new heights, two colossal forces of the industry—high-end luxury labels and fast-fashion giants—remain in conflict. As soon as the former spurs a novel trend, the latter produces a copycat almost immed ..read more

“The best way to gain meaningful followers is to be one yourself.” SoundCloud explicitly mentions this approach in its help center for content creators. Like Soundcloud, user-generated content platforms such as Instagram, LinkedIn, and X (formerly Twitter) understand not only that individuals and firms seek to build and expand their follower base to increase the reach of the content they upload, but also that they apply the follow-for-follow approach for this purpose. Existing research has largely focused on the follower base of influencers (e.g., low vs. high status). However, there has bee ..read more

Discover the formula to achieve winning and captivating ads when you listen to your customers early and often. Learn how to navigate each step of the creative process effectively to validate and optimize your best ideas, and when to incorporate consumer insight to develop winning and captivating ads people love. Download The post 7 steps to better advertising people love appeared first on American Marketing Association ..read more

Journal of Marketing Research Scholarly Insights are produced in partnership with the AMA Doctoral Students SIG – a shared interest network for Marketing PhD students across the world. As the importance of data in decision making continues to grow, predictive sales analytics have gained immense popularity in business. Companies are currently using predictive analytics for numerous functions such as predicting conversion likelihood to prioritize clients and improving consumer retention by predicting consumer churn. However, salespeople may be averse to using predictive analytics, as they may mi ..read more

You can learn marketing in a week, but it takes a lifetime to master. After fifty years of teaching marketing, I am still trying to master it. Do not be fooled by my title “Father of Modern Marketing.” If I stop following the latest developments and ideas, my marketing knowledge will quickly lose value. Philip Kotler I have seen many changes in the theory and practice of marketing, ever since I received my Master’s Degree in Economics at the University of Chicago in 1953. In 1960, three years after receiving my PhD in Economics from MIT, I joined the marketing department in the Kellogg Schoo ..read more

When a giant multinational like Unilever partners with one of its major suppliers, such as the industrial enzyme-producer Novozyme, the collaboration can fast-track innovation and improve business performance. Such a partnership between a firm and a supplier brings together knowledge, technologies, and other resources to create a product, service, or solution—and industry reports indicate that up to 85% of firms believe these collaborations are an effective means of innovation. This broader impact of product co-development collaboration is aptly captured in the following public statement by th ..read more

Comparing the Top 5 Marketing Automation Platforms and the business cases they suit best. On a quest to find the best marketing automation platform (MAP) for your organization? MA software can be a major investment. But, when done right, it has the power to transform your marketing processes, and scale your business like never before.  The first step is picking the right platform – one that suits your business requirements now, and will grow with you into the future. To help you evaluate the options, our certified consultants at Marketing Automation Corp. (MAC) created this comprehensive ..read more