JMM Editors’ Choice Articles August-November 2015

The articles listed were picked by the Editors of JMM to highlight examples of original and thought-provoking research in the areas of Fashion and Luxury, Social Marketing and Social Media.

You can find the latest list of free articles at

Fashion and Luxury

Construction of silence on issues of sustainability through branding in the fashion market
JMM, Volume 31 Issue 1-2 (2015)
Cecilia Solér, Julia Baeza & Camilla Svärd
“This article focuses on the performativity of fashion brand discourse, in particular the performativity of ‘muted sustainable’ brands and the subsequent construction of eco-fashion consumption …” Read More >

Collaborating for success: managerial perspectives on co-branding strategies in the fashion industry
JMM, Volume 30 Issue 9-10 (2013)
Jemma Oeppen & Ahmad Jamal
“This article investigates the nature of co-branded relationships within the fashion industry. Existing co-branding literature focuses heavily on consumer evaluations, and many studies explore FMCG and electronics markets, within which ingredient co-branding is common …” Read More >

From conspicuous to considered fashion: A harm-chain approach to the responsibilities of luxury-fashion businesses
JMM, Volume 29 Issue 11-12 (2013)
Marylyn Carrigan, Caroline Moraes & Morven McEachern
“Throughout the marketing literature, little attention has been paid to the responsibilities of luxury-fashion businesses. Harnessing Polonsky, Carlson, and Fry’s harm chain, the extended harm chain, and the theoretical lens of institutional theory, this conceptual paper explores a systematic way to examine the potential for value co-creation, the harmful outcomes linked to luxury-fashion marketing activities, and how those harms might be addressed …” Read More >

Fashion creation and diffusion: The institution of marketing
JMM, Volume 29 Issue 7-8 (2015)
Deniz Atik & A. Fuat Fırat
“In scholarly discussions, marketing tends to be imagined and (re)presented as a practice of organisations, involving a set of activities, whereby consumer desires are discovered and provided for through two-way communication. By studying the creation and diffusion of fashion, we observe that marketing is not simply a mechanism or set of activities but an institution of modern society that involves all social elements together with consumers and marketing organisations …” Read More >

The rise of inconspicuous consumption
JMM, Volume 31 Issue 7-8 (2015)
Giana M. Eckhardt, Russell W. Belk & Jonathan A.J. Wilson
“Ever since Veblen and Simmel, luxury has been synonymous with conspicuous consumption. In this conceptual paper we demonstrate the rise of inconspicuous consumption via a wide-ranging synthesis of the literature. We attribute this rise to the signalling ability of traditional luxury goods being diluted, a preference for not standing out as ostentatious during times of economic hardship, and an increased desire for sophistication and subtlety in design in order to further distinguish oneself for a narrow group of peers …” Read More >

Social Marketing

From elicitation to consumption: assessing the longitudinal effectiveness of negative emotional appeals in social marketing
JMM, Volume 31 Issue 9-10 (2015)
Paolo Antonetti, Paul Baines & Lorna Walker
“Negative emotional appeals are used frequently in social marketing. Focusing on guilt and fear appeals, existing theories fail to explain emotional appeal effectiveness in changing consumption behaviour over time. To address this limitation, an elicitation–consumption framework is developed for fear and guilt appeal use …” Read More > Read the blog >

An environmental social marketing intervention among employees: assessing attitude and behaviour change
JMM, Volume 31 Issue 3-4 (2014)
Diana Gregory-Smith, Victoria K. Wells, Danae Manika & Sonja Graham
“The paper examines the impact of individual and organisational factors on two simultaneous environmental social marketing interventions (SmartPrint and heating/cooling) and types of behaviours (recycling, printing and heating/cooling), among employees of a British City Council …” Read More >

When nutritional guidelines and life collide: family fruit and vegetable socialisation practices in low socioeconomic communities
JMM, Volume 30 Issue 15-16 (2014)
Stephanie M. Judd, Joshua D. Newton, Fiona J. Newton & Michael T. Ewing
“Parents play a critical role in promoting fruit and vegetable consumption, for eating patterns established early in life tend to persist into adulthood. Despite this, the factors that facilitate or inhibit parents’ capacity to socialise fruit and vegetable consumption into their children’s daily diets remain poorly defined …” Read More >

Environmentally responsible behaviour in the workplace: An internal social marketing approach
JMM, Volume 28 Issue 3-4 (2012)
Anne M. Smith & Terry O’Sullivan
“The role of social marketing in encouraging environmentally responsible consumer behaviour is recognised. However, organisations account for a greater negative environmental impact. This study aims to identify how social marketers and organisations can reduce that impact by harnessing a valuable resource, that of employees’ environmentally responsible organisational citizenship behaviours (EROCBs) …” Read More >

Social Media

How are young music artists configuring their media and sales platforms in the digital age?
JMM, Volume 31 Issue 17-18 (2015)
Mark A.A.M. Leenders, Mark A. Farrell, Koos Zwaan & Tom F.M. ter Bogt
“Research on how music artists generate sales from their content through different platforms is scant. In this study, configuration theory is used to show that different market access configurations are viable simultaneously and that young musicians differ significantly in how they generate revenues …” Read More >

‘We (don’t) know how you feel’ – a comparative study of automated vs. manual analysis of social media conversations
JMM, Volume 31 Issue 9-10 (2015)
Ana Isabel Canhoto & Yuvraj Padmanabhan
“The ever-growing volume of brand-related conversations on social media platforms has captivated the attention of academics and practitioners, as the analysis of those conversations promises to offer unparalleled insight into consumers’ emotions. This article takes a step back from the hype, and investigates the vulnerabilities related to the analysis of social media data concerning consumers’ sentiment …” Read More >
Read the blog >

Senior marketers’ insights into the challenges of social media implementation in large organisations: assessing generic and electronic orientation models as potential solutions
JMM, Volume 31 Issue 7-8 (2015)
Michael Valos, Michael Jay Polonsky, Felix Mavondo & John Lipscomb
“The unique characteristics of social media (SM) have made it difficult to implement this tool within many large organisations. This paper seeks to identify the implementation challenges and evaluate alternative organisational orientations that may provide solutions …” Read More >

Balancing acts: Managing employees and reputation in social media
JMM, Volume 30 Issue 7-8 (2014)
Joonas Rokka, Katariina Karlsson & Janne Tienari
“Although previous studies have shown that social-media platforms offer companies new ways to gain business value, they have also identified fundamental brand-related challenges in social media. The purpose of this paper is to complement the extant literature by addressing the ways in which companies manage their reputation in social media, focusing on the role of employees …” Read More >

Understanding consumers’ social networking site usage
JMM, Volume 30 Issue 5-6 (2014)
John T. Gironda & Pradeep K. Korgaonkar
“The purpose of this research is to examine consumer motivations to use social networking sites (SNSs) for three distinct activities: (1) general SNS usage, (2) the joining of a business’s SNS page and (3) clicking on an advertisement on a SNS. To assist with this exploration we draw upon the decomposed theory of planned behaviour as a theoretical lens and conduct a mixed-method study that utilises both an empirical investigation as well as qualitative focus group interviews in order to delve deeper into specific reasons why individuals engage in SNS activities …” Read More >

Social capital in QQ China: Impacts on virtual engagement of information seeking, interaction sharing, knowledge creating, and purchasing intention
JMM, Volume 29 Issue 3-4 (2013)
Ran Huang, HaeJung Kim & Jiyoung Kim
“Grounded in 485 million active user accounts of instant messaging (IM), QQ China features online channels which serve to generate social capital resources and accordingly encourage digital consumers’ engagement. Given the embedded economic potential from QQ’s popularity, this study aims to (1) to identify the dimensionality of virtual engagements, and (2) to investigate the impacts of social capital identification on the virtual engagement dimensions …” Read More >

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