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- Title
How to Be a Pro–Social Impact Scholar in Marketing.
- Authors
Moorman, Christine
- Abstract
The article discusses the importance of conducting socially impactful research in the field of marketing. The author agrees with the recommendations made by the TCR Impact Task Force but offers their own suggestions for achieving this goal. They emphasize the need to focus on marketing-related social problems, use a two-way lens to uncover opportunities, develop a portfolio of research, design studies with actionable variables, engage with the community, build theories from real-world problems, go beyond evaluation, disseminate research to non-academic audiences, leverage alternative metrics for impact assessment, be brave in pursuing research interests, and build connections with supportive individuals. The article encourages researchers to overcome obstacles and contribute to socially beneficial research in marketing.
- Subjects
MARKETING; SOCIAL marketing; SCHOLARS; PSYCHOLOGICAL ownership; COVID-19 pandemic; FACULTY advisors
- Publication
Journal of Public Policy & Marketing, 2024, Vol 43, Issue 3, p207
- ISSN
0743-9156
- Publication type
Article
- DOI
10.1177/07439156241247961