The <i>Journal of Marketing Research</i> Today: Spanning the Domains of Marketing Scholarship

The authors study the nature of articles published in the Journal of Marketing Research ( JMR ) during the seven-year period 2013–2019. Consistent with the broad positioning of JMR , they find substantial diversity in domains, topics, methods, and sources of data among the published articles. They observe the emergence of new substantive topics, such as social media, social networks, and prosocial behavior, which reinforce the continued relevance of JMR . Notably, they observe increasing convergence across articles in the behavioral, quantitative, and strategy domains, reflecting more shared substantive topics of interest and common use of methods and sources of data. This trend bodes well for JMR , given its historical position as a diverse journal in the field.

• 저널Journal of Marketing Research · 57(6) · 985–998
• 토픽Digital Marketing and Social Media · Sociology and Political Science
• DOI10.1177/0022243720965237
• 저자Rajdeep Grewal, Sachin Gupta, Rebecca Hamilton