Loading...
The unheard voice of marketing research: Breaking through to news and social media
Stäbler,Samuel Haenlein,Michael
Stäbler,Samuel
Haenlein,Michael
Abstract
Despite efforts by business schools, journals, and researchers to broaden the reach of marketing research beyond academia, the average article earns merely 0.6 press mentions and 3.5 social media citations. This study investigates how academic marketing research gains attention in news and social media and which factors mediate this process. Through an analysis of 15,900 marketing articles published from 2011 to 2019 and two experiments involving journalists and PR managers, we show that female co-authorship, involving a practitioner, and choosing a topic related to Better-Marketing-For-A-Better-World leads to substantially more news and social media mentions. Specifically, including at least one female author or a practitioner can boost press citations by 20% and 57%, respectively. In addition, we identify several other factors related to writing style, topic choice, and journal chararcteristics significantly impacting media attention.
Description
Publisher Copyright: © Academy of Marketing Science 2024.
Date
2024-08
Journal Title
Journal ISSN
Volume Title
Publisher
Files
Loading...
s11747-024-01038-5.pdf
Adobe PDF, 2.26 MB
Research Projects
Organizational Units
Journal Issue
Keywords
knowledge diffusion, responsible research, better marketing for a better world, gender gap, bibliometric analysis, citation analysis, media coverage, SDG 5 - Gender Equality
Citation
Stäbler, S & Haenlein, M 2024, 'The unheard voice of marketing research: Breaking through to news and social media', Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-024-01038-5