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Zeitschrift

Marketing Letters

A Journal of Research in Marketing

Marketing Letters OnlineFirst articles

29.05.2020

Like, Comment, or Share? Self-presentation vs. brand relationships as drivers of social media engagement choices

To enhance our understanding of consumer engagement with social media brand posts, this research explores the underlying mechanisms driving consumer engagement choices with branded social media posts. We posit and provide evidence that two …

20.05.2020

Touch vs. click: how computer interfaces polarize consumers’ evaluations

Increasingly powerful computer technologies have enabled the development and widespread growth of touchscreen devices such as computers, tablets, and smartphones in consumers’ daily lives, including online shopping. Nonetheless, it is not clear to …

10.12.2019

Technical nomenclature, everyday language, and consumer inference

The use of technical language in marketing communications has more complex effects than what the previous research suggests. Three studies show that the effect of technical information on consumers’ evaluations of a product depends on whether …

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Über diese Zeitschrift

Marketing Letters: A Journal of Research in Marketing publishes high-quality, shorter papers (under 5,000 words, which is equivalent to 20 total pages, double-spaced with 12 point Times New Roman font) on marketing, the emphasis being on immediacy and current interest. The journal offers a medium for the truly rapid publication of research results.

The focus of Marketing Letters is on empirical findings, methodological papers, and theoretical and conceptual insights across areas of research in marketing.

Marketing Letters is required reading for anyone working in marketing science, consumer research, methodology, and marketing strategy and management.

The key subject areas and topics covered in Marketing Letters are: choice models, consumer behavior, consumer research, management science, market research, sales and advertising, marketing management, marketing research, marketing science, psychology, and statistics.

Officially cited as: Mark Lett

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