Journal of marketing: A quarterly publication of the american marketing association

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  Año 2024, Vol. 88, Número 4

  • Adoption of new technology vaccines

    Laura Zimmermann, Jeeva Somasundaram, Barsha Saha

    págs. 1-21

    

  • Behavioral labeling: Prompting consumer behavior through activity tags

    Martin P. Fritze, Franziska Völckner, Valentyna Melnyk

    págs. 22-39

    

  • Revenue generation through influencer marketing

    Maximilian Beichert, Andreas Bayerl, Jacob Goldenberg, Andreas Lanz

    págs. 40-63

    

  • Influencer mix strategies in livestream commerce: impact on product sales

    Xian Gu, Xiaoxi Zhang, P.K. Kannan

    págs. 64-83

    

  • Making sense? The sensory-specific nature of virtual influencer effectiveness

    Xinyue Zhou, Xiao Yan, Yuwei Jiang

    págs. 84-106

    

  • How high-Arousal language shapes micro-versus macro-influencers' impact

    Giovanni Luca Cascio Rizzo, Francisco Villarroel Ordenes, Rumen Pozharliev, Matteo de Angelis, Michele Costabile

    págs. 107-128

    

  • Typography Talks: influencing vintage anemoia and product safety perceptions with vintage typography

    Alicia Kulczynski, Margurite Hook

    págs. 129-153