The JM Buzz Journal of Marketing

Should firms rely on a single big influencer or spread their budgets across multiple small influencers? A new Journal of Marketing study investigates.



Read an in-depth recap of this research here: https://www.ama.org/2024/01/30/striking-the-right-balance-between-big-and-small-influencers-in-livestream-commerce/



Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231213581



Reference: Xian Gu, Xiaoxi Zhang, and P. K. Kannan, “Influencer Mix Strategies in Livestream Commerce: Impact on Product Sales,” Journal of Marketing.



Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: livestreaming, influencer marketing, sales, follower size, social media

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

Can marketers and policymakers encourage people to start doing something by giving the behavior a name? A new Journal of Marketing study says they definitely should!



Read an in-depth recap of this research here: ⁠https://www.ama.org/2024/02/06/plogging-podding-and-bobbing-how-coining-a-new-term-can-encourage-certain-behaviors/



Read the full Journal of Marketing article here: ⁠https://doi.org/10.1177/00222429231213011



Reference:
Martin P. Fritze, Franziska Völckner, and Valentyna Melnyk, “Behavioral Labeling: Prompting Consumer Behavior Through Activity Tags,” Journal of Marketing.


Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: language, consumer behavior, branding, labeling

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

Consumers typically view micro influencers as regular people, so if they say something like “this shake is AMAZING,” consumers believe they really are excited about the shake and just want to share their discovery with friends and followers. But the same statement by a macro influencer could result in distrust.



Join host Bitty Balducci (Washington State University) as she interviews Luca Cascio Rizzo (Luiss Guido Carli University) and Alicia Underwood (TwentyThree, LLC) about the fascinating findings of a new Journal of Marketing study showing how influencers’ use of high-arousal language can affect consumer trust and, in turn, how consumers engage with content. 

Reference: Giovanni Luca Cascio Rizzo, Francisco Villarroel Ordenes, Rumen Pozharliev, Matteo De Angelis, and Michele Costabile, “How High-Arousal Language Shapes Micro Versus Macro Influencers’ Impact,” Journal of Marketing.



Host: Bitty Balducci
Topics: influencer marketing, language, social media, consumer trust, follower size

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠University FM

Targeted marketing can dismantle colonial health narratives, amplifying First Nations voices for fair health services.

Read an in-depth recap of this research here: https://www.ama.org/2024/01/23/marketing-for-equity-pioneering-culturally-competent-health-care-for-first-nations/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231209925

Reference: Reece George, Steven D’Alessandro, Mehmet Ibrahim Mehmet, Mona Nikidehaghani, Michelle Evans, Gaurangi Laud, and Deirdre Tedmanson, “On the Path to Decolonizing Health Care Services: The Role of Marketing,” Journal of Marketing.


Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: first nations, health marketing, decolonization, indigenous, equity

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

A new Journal of Marketing study shows that high-arousal language can work for small-scale influencers but not for influencers with a bigger reach.

Read an in-depth recap of this research here: https://www.ama.org/2024/01/16/amazing-great-superb-how-influencers-high-arousal-language-can-boost-or-hurt-engagement/

Read the full Journal of Marketing article here: ⁠⁠https://doi.org/10.1177/00222429231207636

Reference: Giovanni Luca Cascio Rizzo, Francisco Villarroel Ordenes, Rumen Pozharliev, Matteo De Angelis, and Michele Costabile, “How High-Arousal Language Shapes Micro Versus Macro Influencers’ Impact,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: influencer marketing, language, social media, engagement

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

A new Journal of Marketing study shows that subsidizing outreach in the form of a per-mile payment is a cost-effective means of addressing the rural health care crisis.

Read an in-depth recap of this research here: ⁠https://www.ama.org/2024/01/09/addressing-the-rural-health-care-crisis-pay-doctors-to-travel-from-urban-areas/

Read the full Journal of Marketing article here: ⁠https://doi.org/10.1177/00222429231207830

Reference: J. Jason Bell, Sanghak Lee, and Thomas S. Gruca, “Bringing the Doctor to the Patients: Cardiology Outreach to Rural Areas,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: health care, rural, physicians, doctors, medicine

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM