Marketing Digital

Journal of Marketing, Volume 90, Issue 4, Page 1-26, July 2026. Knowledge is a key resource in marketing, and an assumption across literatures is that a firm must prevent valuable knowledge from leaking to competitors. This research develops a theoretical framework that calls for rethinking this view by offering a …Journal of Marketing, Volume 90, […]

Journal of Marketing, Volume 90, Issue 4, Page 122-144, July 2026. Contextual advertising involves matching features of ads to features of the media context where they appear. The authors propose AdGazer, a new machine learning procedure to support contextual advertising. It comprises a theoretical framework organizing …Journal of Marketing, Volume 90, Issue 4, Page 122-144,

Journal of Marketing, Volume 90, Issue 5, Page 55-76, September 2026. New forms of shared micromobility services, such as e-scooters, are growing rapidly across cities. However, their impact beyond the retail and restaurant sectors is less understood in the marketing literature. The authors examine how the entry of e-…Journal of Marketing, Volume 90, Issue 5,

Journal of Marketing, Volume 90, Issue 4, Page 145-164, July 2026. A firm’s innovation activity is often judged by the number and type of new products it launches, but when these products are introduced may be equally important, especially before going public. This research investigates how the temporal pattern of new …Journal of Marketing, Volume

Journal of Marketing, Volume 90, Issue 5, Page 149-166, September 2026. This article introduces Digital In-Context Experiments (DICE), an experimental paradigm that enables researchers to study entire social media feeds while tracking users’ granular behavioral data at the post level. Current research paradigms (vignette-…Journal of Marketing, Volume 90, Issue 5, Page 149-166, September 2026. <br/>This

Journal of Marketing, Volume 90, Issue 4, Page 52-73, July 2026. Despite firms’ emphasis on product visual aesthetics (PVA) for competitive advantage, questions remain regarding which aesthetic properties enhance PVA the most, the strength of PVA’s effect on consumer responses, and moderating factors. To address these …Journal of Marketing, Volume 90, Issue 4, Page 52-73,

Journal of Marketing, Volume 90, Issue 4, Page 97-121, July 2026. Despite being preventable and curable, cervical cancer claimed 350,000 lives globally in 2024 due to the low adoption of cervical cancer screening (CCS). An analysis of the institutional context in India revealed a lack of awareness and disempowering …Journal of Marketing, Volume 90, Issue

Journal of Marketing, Volume 90, Issue 5, Page 99-124, September 2026. The proliferation of broadband internet has sparked concerns about the future of brick-and-mortar retail. This article explores consumer behavior in the U.S. consumer packaged goods sector during broadband’s proliferation from 2004 to 2019. Using …Journal of Marketing, Volume 90, Issue 5, Page 99-124, September

Journal of Marketing, Volume 90, Issue 5, Page 16-34, September 2026. The global food system has a large impact on the environment. By converting household grocery purchases into environmental cost factors like greenhouse gas (GHG) emissions and land use, this study examines the sustainability of food purchases over a ten-…Journal of Marketing, Volume 90, Issue

Journal of Marketing, Volume 90, Issue 5, Page 77-98, September 2026. Emotions are central to consumer communications, and extracting them from user-generated online content is crucial for marketers, given that such consumer opinions significantly shape brand perceptions, influence purchase decisions, and provide essential …Journal of Marketing, Volume 90, Issue 5, Page 77-98, September 2026. <br/>Emotions