From Likes, Shares, and Comments to Sales: How Can Brands Use Social Media To Stimulate Both Engagement and Sales? by The JM Buzz

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From Likes, Shares, and Comments to Sales: How Can Brands Use Social Media To Stimulate Both Engagement and Sales?
Most managers think social media only creates engagement. A new Journal of Marketing study finds that its biggest impact is actually on sales. Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221123250 Read the text of this episode here: https://www.ama.org/2022/10/04/from-likes-shares-and-comments-to-sales-how-can-brands-use-social-media-to-stimulate-both-engagement-and-sales/ Reference: Georgia Liadeli, Francesca Sotgiu, and Peeter W.J. Verlegh, “A Meta-Analysis of the Effects of Brand Owned Social Media on Social Media Engagement and Sales,” Journal of Marketing.  doi:10.1177/00222429221123250 Narrator and Producer: Marissa Lambert
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How Disclosing Advertising Spending Can Reduce Investor Uncertainty and Enhance Firm Valuation
When it comes to the disclosure of advertising spend, transparency is key. Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221123013 Read the text of this episode here: https://www.ama.org/2022/09/20/how-disclosing-advertising-spending-can-reduce-investor-and-analyst-uncertainty-and-possibly-enhance-firms-valuation/ Reference: Sungkyun Moon, Kapil Tuli, and Anirban Mukherjee, "Does Disclosure of Advertising Spending Help Investors and Analysts?" Journal of Marketing.  doi:10.1177/00222429221123013 Narrator and Producer: Marissa Lambert
02:45
How More Female Executives in the C-Suite Can Spur Improved Customer Orientation and Financial Performance
This Journal of Marketing study finds that female executives are more likely to focus on customer relationships than their male counterparts, leading to strategic choices that reflect a customer focus.  Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221120419  Read the text of this episode here: https://www.ama.org/2022/09/08/how-more-female-executives-in-the-c-suite-can-spur-improved-customer-orientation-and-financial-performance/  Reference: Chandra Srivastava, Saim Kashmiri, and Vijay Mahajan, “Customer Orientation and Financial Performance: Women in Top Management Teams Matter!” Journal of Marketing. doi:10.1177/00222429221120419  Narrator and Producer: Marissa Lambert
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Strategic Brand Factors That Help Moderate the Impact of Business Cycles on Brand Equity
How do some brands successfully ride the wave of economic expansions and contractions? This Journal of Marketing study defines the strategic brand factors that help moderate the impact of business cycles on brand equity.  Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221122698  Read the text of this episode here: https://www.ama.org/2022/09/13/strategic-brand-factors-that-help-moderate-the-impact-of-business-cycles-on-brand-equity/  Reference: Koushyar Rajavi, Tarun Kushwaha, and Jan-Benedict E.M. Steenkamp, "Brand Equity in Good and Bad Times: What Distinguishes Winners from Losers in CPG Industries?" Journal of Marketing. doi:10.1177/00222429221122698  Narrator and Producer: Marissa Lambert
02:41
Complaint De-escalation Strategies on Social Media
How do companies best respond to angry customers on social media? De-escalate the situation by actively listening to complaints and responding with empathy.  Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221119977  Read the text of this episode here: https://www.ama.org/2022/08/30/how-companies-can-de-escalate-angry-customer-complaints-on-social-media/  Reference: Dennis Herhausen, Lauren Grewal, Krista Hill Cummings, Anne L. Roggeveen, Francisco Villarroel Ordenes, and Dhruv Grewal, "Complaint Deescalation Strategies on Social Media," Journal of Marketing. doi:10.1177/00222429221119977  Narrator and Producer: Marissa Lambert
02:23
The Impact of Website Design on Health Insurance Marketplaces
Small design changes to insurance marketplaces can lead to better consumer decisions.  Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221119086  Read the text of this episode here: https://www.ama.org/2022/08/23/how-minor-changes-in-choice-architecture-can-improve-health-insurance-product-choices-and-costs/  Reference: Benedict G.C. Dellaert, Eric J. Johnson, Shannon Duncan, and Tom Baker, "Choice Architecture for Healthier Insurance Decisions: Ordering and Partitioning Together Can Improve Consumer Choice," Journal of Marketing. doi:10.1177/00222429221119086  Narrator and Producer: Marissa Lambert
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