Marketing Digital

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 6, Page 48-68, November 2026. Prior alliance research in marketing has largely focused on factors that enhance alliance stability. Yet alliance terminations can also be valuable, in that they are intricately linked with firms’ strategies to (re)allocate resources to create financial …Journal of Marketing, Volume 90, Issue 6, Page

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 6, Page 135-156, November 2026. Millions of eligible lower-income people do not apply for government benefits. Increasing interest in applying for these benefits is a crucial concern for marketers and policymakers, as the underutilization of benefits limits their effectiveness. This …Journal of Marketing, Volume 90, Issue 6, Page 135-156,

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 6, Page 1-25, November 2026. Firms are increasingly facing decisions about operations in markets affected by geopolitical conflicts that attract global attention, but research illuminating the consequences of these decisions remains scarce. In this article, the authors develop a …Journal of Marketing, Volume 90, Issue 6, Page 1-25, November

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

La participación del consumidor en el desarrollo de productos y servicios ha ido en aumento. Esto ha dado lugar al consumidor responsable, entendido como aquel que incluye en sus decisiones de compra el análisis de las prácticas sociales que la empresa aplica. Por otro lado, el marketing sensorial, como campo joven dentro del marketing, busca