Journal of Marketing Theory & Practice

How should brands respond when sociopolitical activism sparks a social media firestorm? 🔥 New @JMTPSocial research introduces a linguistic tool to track consumer–brand alignment during crises. 🔗: tandfonline.com/doi/full/10.10… #MarketingResearch #CrisisCommunication

How should firms price complementary products under regulation? This trending @JMTPSocial research explores bounded rationality, consumer awareness, and unintended consequences of tying regulations. #MarketingResearch Read more: tandfonline.com/doi/full/10.10…

Honoring Excellence in Marketing Scholarship 🎉 @JMTPSocial proudly celebrates our 2025 award recipients — recognizing outstanding reviewers and impactful research advancing marketing thought and practice. 👏 Congratulations to all! #JMTPsocial

Can packaging color make food seem healthier? New @JMTPSocial study finds that dark brown bottles—especially when paired with the EU Organic label—boost perceived healthfulness, authenticity & #sustainability. 🔗: doi.org/10.1080/106966… #MarketingResearch

What happens when the people behind brands’ social accounts can never log off? 💻 New @JMTPSocial study uncovers how constant connectivity fuels social media marketer burnout. Plus, how orgs can design for digital wellness. 🔗 doi.org/10.1080/106966…

How can #sustainability drive both environmental 🌿 and economic performance? doi.org/10.1080/106966… New @JMTPSocial study shows that when firms align environmental orientation across the organization, frontline employees become green champions boosting business results.

Does cutting corners in #sales negotiations pay off? 🤔 New @JMTPSocial study finds unethical tactics hurt performance & value creation. Especially for undifferentiated products. 🔗: doi.org/10.1080/106966… #SalesEthics #MarketingInsights

Why do women set lower prices for the same services as men? 💡 New @JMTPSocial study shows marketplace info helps women raise prices in the #GigEconomy, narrowing the wage gap & supporting #GenderEquality. 🔗: doi.org/10.1080/106966…

How can big data & AI be used for segmentation, targeting, & positioning-- ethically? New @JMTPSocial research explores key challenges & strategies for orgs of all sizes. 🔗: doi.org/10.1080/106966… #MarketingResearch

Brand love may drive loyalty, but what happens when emotions turn negative? 😡 One of @JMTPSocial's most read articles this year reviews what causes #BrandHate, why it matters, and how marketers can respond. 🔗: doi.org/10.1080/106966…

How does employee social media use shape customer relationships? 🤳 New @JMTPSocial study finds that when employees feel empowered & supported, their online engagement boosts customer outcomes. 🔗: tandfonline.com/doi/full/10.10…

What fuels salesperson creativity? 💡New @JMTPSocial research shows that when learning is prioritized, salespeople thrive creatively-- and that creativity drives cross-selling success. 🔗: doi.org/10.1080/106966… #SalesResearch #MarketingInsights

Should influencers say when they're NOT being paid? New @JMTPSocial research finds that impartiality disclosures boost trust and purchase intent-- especially for nano influencers. 🔗: tandfonline.com/doi/full/10.10… #MarketingResearch

🧠 What’s going on in the brain during a purchase? This new @JMTPSocial review maps the neuromarketing landscape, from theory to tools to next steps. Read more: doi.org/10.1080/106966… #Neuromarketing #MarketingResearch

How do BoP firms shape markets with limited resources? New @JMTPsocial research reveals a market shaping triad of trust, networks, and adaptability—offering insights for inclusive market development. 🔗: tandfonline.com/doi/full/10.10… #MarketingResearch

What keeps users engaged with brand content on social media? This new @JMTPSocial study reveals the 6 key traits that drive continued use and sharing behavior. 🔗: doi.org/10.1080/106966… #SMM #MarketingStrategy

Can green ads build trust? 🌱 New @JMTPSocial research finds that concise stories, strong arguments & credible eco-labels improve consumer trust. 🔗: doi.org/10.1080/106966… #GreenMarketing #MarketingResearch

Can brands provide comfort during life’s toughest moments? Trending @JMTPSocial research finds that offering financial and social resources during life transitions fosters brand love, boosting brand equity and life satisfaction. Read more: doi.org/10.1080/106966… #Branding

Do men and women engage with eWOM differently? A new @JMTPsocial study finds women are more engaged while men prefer different platforms. 🔗 Discover additional insights: doi.org/10.1080/106966…

One of @JMTPSocial's most-read articles of the past year! 📊 Big data is powerful, but agility makes it actionable. 🔗 doi.org/10.1080/106966… #MarketingResearch #AcademicInsights