Journal of Promotion Management 

About: Journal of Promotion Management is an academic journal published by Taylor & Francis. The journal publishes majorly in the area(s): Social media & Product (category theory). It has an ISSN identifier of 1049-6491. Over the lifetime, 866 publications have been published receiving 12381 citations. The journal is also known as: International Association of Culinary Professionals food forum & JPM.

The Protective Powers of Crisis Response Strategies

Abstract: This study examines how stakeholders perceive the various crisis response strategies identified in the Situational Crisis Communication Theory (SCCT). SCCT seeks to use research and theory to develop recommendations for the use of crisis response strategies. The crisis response strategies are matched to the nature of the crisis situation. The idea is to match the level of responsibility and aid to victims in the crisis response strategy that would be warranted by the crisis responsibility and reputational damage generated by the crisis situation. This study reviews previous research in SCCT, establishes the need to examine stakeholder perceptions of crisis response strategies, and examines how respondents perceive crisis response strategies in terms of accepting responsibility and helping victims. The results and implications confirm many of the ideas about crisis response strategies advanced in SCCT.

Social Media, Social Me: A Content Analysis of Beauty Companies’ Use of Facebook in Marketing and Branding

Abstract: This paper initiated an investigation on how beauty brands employ social media, particularly Facebook, to increase brand awareness and reinforce brand loyalty. It is no doubt that changes in the consumptive patterns of media have led companies to shift their focus from products to people and from information delivery to information exchange. Few studies, to our knowledge, exist that examine beauty brands and/or beauty companies’ use of social media as a means of engaging with or interacting with their current and potential consumers. Thus, the present study represented findings from a content analysis of Facebook posts from Estee Lauder, MAC cosmetics, Clinique, L’Oreal, Maybelline, and CoverGirl to see what types of social media tools were used more frequently by these brands to connect with their fans and users. Specifically, the study focused on the theoretical and practical implications of viral marketing in the branding strategies of the six beauty and/or makeup brands. Additionally, the study examin...

Social Media: Marketing Public Relations’ New Best Friend

Abstract: The organizational long term success of promotional campaigns and the integration of marketing communications are affected by the effective use of information communication technologies, including the use of the Internet. Today, the Internet implementation in the marketing process is inexpensive, delivers instant international reach, offers great real time feedback, and reaches millions of people for whom the web is the center of virtually all communications. With social media on a rise, some may say that traditional marketing practices as we know it is phasing out. However, it may also be assumed that they are not necessarily phasing out, but are rather supported by a stronger sibling—that of social media. The aim of this research is to identify and discuss the growing popularity of social media and explore its potential impact on marketing practices and especially marketing public relations.

Brand Placement Recognition

Abstract: This study examines the impact of adding an audible reference to a visually prominent brand placement on recognition of the brand placed Facilitated recognition scores were used to control for the effects of brand familiarity on brand placement recognition Subjects exposed to one of two complete movies were asked to indicate recognition of brands that were or were not placed in their movie Results indicate that brand placement recognition levels achieved by audio-visual prominent placements exceed the recognition rates achieved by visual-only prominent placements Additionally, familiar brands achieve higher levels of recognition than unfamiliar brands, even when the recognition scores for familiar brands are adjusted for the guessing and constructive recognition that may result from inferences associated with familiar brands

Overcoming Consumer Skepticism in Cause-Related Marketing: The Effects of Corporate Social Responsibility and Donation Size Claim Objectivity

Abstract: Even though cause-related marketing has become an increasingly popular marketing tool, consumers have become skeptical about this strategy. Consumer skepticism is likely to lower the acceptance of advertising claims. The current study investigates how marketers might minimize consumer skepticism by varying the level of perceived corporate social responsibility and the level of claim objectivity regarding donation size. The results indicated that consumers were more likely to disbelieve the ad claim when the advertiser was perceived to be socially irresponsible than responsible. In addition, consumers were more likely to disbelieve the ad claim when the donation size was stated subjectively than objectively.