The rules of engagement: how to motivate consumers to engage with branded mobile apps
Stocchi discusses her research with Michaelidou, Pourazad & Micevski, revealing some important steps that marketers can follow to make the most of the engagement opportunities through branded mobile apps.Read more
Professional Knowing – Adjusting the Lens towards the Marketing Practitioner
Nicole Gross and Mikko Laamanen ethnographically explore the knowledge that practitioners hold and share about marketing, and discuss what the marketing discipline can learn from professional knowing in practice.Read more
Do consumers really care about corporate reputation?
Paul Burke, Grahame Dowling and Edward Wei examine how much value consumers place on corporate reputation against other product features when evaluating products.Read more
Breaking Taboos through Online Displays of the Sexual Self
Ekant Veer and Maja Golf-Papez investigate the way in which technology is being used to mediate sexual experiences between individuals and larger online communities.Read more
What can binge-watching tell us about escapism?
Scott Jones, James Cronin and Maria Piacentini use videography to conduct a micro-ethnographic engagement with consumers’ binge-watching experiences of the web-TV series House of Cards, exploring what they consider to be the “extended frontiers” of escapism.Read more
Five reasons why Game of Thrones satisfies our needs
Tom van Laer discusses his research with Luca Visconti & Stephanie Feiereisen into the need for narrative, finding five motivations for consuming stories varying from Game of Thrones specifically to other books, documentaries and films, to paintings and frescos, to music and novels.Read more
Why Marketers Should 💓 Emojis but 🐝 Aware of Potential Pitfalls
Jing Ge and Ulrike Gretzel establish that emojis are a new form of visual communication that can help marketers and influencers grab social media users’ attention and elicit engagement.Read more
Organizational ambidexterity: What is it and why should we care?
Mathew Hughes discusses organizational ambidexterity, presenting a comprehensive compilation of analysis about this crucial issue, and his 17 burning research questions that need urgent answersRead more