The Journal of Marketing Research Today:Spanning the Domains of Marketing Scholarship

摘要

The authors study the nature of articles published in the Journal of Marketing Research (JMR) during the seven-year period 20132019. 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.