Skip to content

Journal of Marketing

Volume 88 · Issue 4

July 20247 articles

Adoption of New Technology Vaccines

Laura Zimmermann · Jeeva Somasundaram · Barsha Saha

Discuss this article →

July 2024pp. 1-21DOI: 10.1177/00222429231220295 ↗

Behavioral Labeling: Prompting Consumer Behavior Through Activity Tags

Martin P. Fritze · Franziska Völckner · Valentyna Melnyk

Discuss this article →

July 2024pp. 22-39DOI: 10.1177/00222429231213011 ↗

How High-Arousal Language Shapes Micro- Versus Macro-Influencers’ Impact

Giovanni Luca Cascio Rizzo · Francisco Villarroel Ordenes · Rumen Pozharliev · Matteo De Angelis · Michele Costabile

Discuss this article →

July 2024pp. 107-128DOI: 10.1177/00222429231207636 ↗

Influencer Mix Strategies in Livestream Commerce: Impact on Product Sales

Xian Gu · Xiaoxi Zhang · P.K. Kannan

Discuss this article →

July 2024pp. 64-83DOI: 10.1177/00222429231213581 ↗

Making Sense? The Sensory-Specific Nature of Virtual Influencer Effectiveness

Xinyue Zhou · Xiao Yan · Yuwei Jiang

Discuss this article →

July 2024pp. 84-106DOI: 10.1177/00222429231203699 ↗

Revenue Generation Through Influencer Marketing

Maximilian Beichert · Andreas Bayerl · Jacob Goldenberg · Andreas Lanz

Discuss this article →

July 2024pp. 40-63DOI: 10.1177/00222429231217471 ↗

Typography Talks: Influencing Vintage Anemoia and Product Safety Perceptions with Vintage Typography

Alicia Kulczynski · Margurite Hook

Discuss this article →

July 2024pp. 129-153DOI: 10.1177/00222429231215357 ↗