Search Results - isPartOf:"Journal of the Academy of Marketing Science"

Influencer marketing unlocked : understanding the value chains driving the creator economy

Libai, Barak; Rosario, Ana Babić; Beichert, Maximilian; … - In: Journal of the Academy of Marketing Science 53 (2025) 1, pp. 4-28

Persistent link: https://www.econbiz.de/10015192976

Customer insights for innovation : a framework and research agenda for marketing

Stremersch, Stefan; Cabooter, Elke; Guitart, Ivan A.; … - In: Journal of the Academy of Marketing Science 53 (2025) 1, pp. 29-51

Persistent link: https://www.econbiz.de/10015192977

Influencer marketing effectiveness : a meta-analytic review

Pan, Meizhi; Blut, Markus; Ghiassaleh, Arezou; Lee, … - In: Journal of the Academy of Marketing Science 53 (2025) 1, pp. 52-78

Persistent link: https://www.econbiz.de/10015192980

Unintended consequences of in-store technology for frontline employees : an empirics-first approach

Nanni, Anastasia; Ordanini, Andrea - In: Journal of the Academy of Marketing Science 53 (2025) 1, pp. 129-149

Persistent link: https://www.econbiz.de/10015192986

The idea marketplace : diversity, social capital, and innovation

Heusler, Andreas; Foutz, Natasha Zhang; Spann, Martin; … - In: Journal of the Academy of Marketing Science 53 (2025) 1, pp. 150-171

Persistent link: https://www.econbiz.de/10015192989

Marketing inputs and outcome heterogeneity : using a quantile regression framework in the entertainment industry

Burmester-Hofmann, Alexa Bettina; Clement, Michel; … - In: Journal of the Academy of Marketing Science 53 (2025) 1, pp. 232-254

Persistent link: https://www.econbiz.de/10015193001

Dealing with regression models' endogeneity by means of an adjusted estimator for the Gaussian copula approach

Liengaard, Benjamin Dybro; Becker, Jan-Michael; … - In: Journal of the Academy of Marketing Science 53 (2025) 1, pp. 279-299

Persistent link: https://www.econbiz.de/10015193008

Influencer marketing unlocked: Understanding the value chains driving the creator economy

Libai, Barak; Rosario, Ana Babić; Beichert, Maximilian; … - In: Journal of the Academy of Marketing Science 53 (2025) 1, pp. 4-28

As influencer marketing evolves into a dominant force in the marketing landscape, it necessitates a deeper theoretical exploration to understand its strategic implementations and impacts. This article examines the dynamics of influencer marketing within the growing creator economy, emphasizing...

Persistent link: https://www.econbiz.de/10015408674

Addressing grand challenges through the bottom-up marketing approach : lessons from subsistence marketplaces and marketplace literacy

Viswanathan, Madhu; Sreekumar, Arun; Sridharan, Srinivas; … - In: Journal of the Academy of Marketing Science 52 (2024) 5, pp. 1279-1300

Persistent link: https://www.econbiz.de/10015192720

Consumer vulnerability dynamics and marketing : conceptual foundations and future research opportunities

Mende, Martin; Bradford, Tonya Williams; Roggeveen, Anne L. - In: Journal of the Academy of Marketing Science 52 (2024) 5, pp. 1301-1322

Persistent link: https://www.econbiz.de/10015192723