Marketing Ideas: How to Write Research Articles that Readers Understand and Cite

Warren, Nooshin L.; Farmer, Matthew; Gu, Tianyu; Warren, Caleb

doi:10.1177/00222429211003560

Cited by 48 publications

(36 citation statements)

References 59 publications

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“…The second driver is accessibility: how effectively a publication communicates its message to the intended audience. Many scholars have noted that insightful ideas may go unnoticed if obscured by complicated communication (e.g., Stremersch et al, 2007;Houston, 2019;Warren et al, 2021), and our own experiences of the review processes of various journals confirm this view.…”

Section: Drivers Of Impactmentioning

confidence: 81%

“…Several authors have noted that, over time, marketing articles have become increasingly complex and difficult to read because of how they use language (e.g., Brown et al, 2005;Key et al, 2020). In this regard, Warren et al (2021) referred to the "curse of knowledge," as researchers' familiarity with their own field prompts them to adopt a more abstract, technical, and passive writing style that makes the message more difficult to understand. This in turn hampers impact because a text that obscures insights rather than illuminating them is likely to be ignored (Houston, 2019).…”

Section: Accessibilitymentioning

confidence: 99%

“…However, studies of the correlation between these variables and impact (measured as citation count) have produced mixed results. Warren et al (2021) argued that this is because readability is not the same as clarity, which is more adequately captured as use of (1) concrete language, (2) concrete examples, (3) common words, and (4) active voice. They found these qualities to be associated with higher degrees of understanding and impact as measured by citation counts.…”

Section: Accessibilitymentioning

confidence: 99%

“…However, power expressions should not be regarded as a cheap gimmick to attract citations; rather, they Authors and reviewers should also pay attention to clarity, as incoherent storytelling, complex language, and academic jargon create noise that can drown out an article's message, causing the reader to disengage. In addition to the criteria in Table 2, authors can employ more detailed methods to test the clarity of their writing, such as the Writing Clarity Calculator developed by Warren et al (2021) based on their study published in the Journal of Marketing (see also http:// writi ngcla rityc alcul ator. com/).…”

Section: Assessing and Enhancing Impact Potential: Tentative Criteriamentioning

confidence: 99%

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Assessing and enhancing the impact potential of marketing articles

Jaakkola

Vargo

2021

AMS Rev

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Although the impact of marketing is a recognized priority, current academic practices do not fully support this goal. A research manuscript’s likely influence is difficult to evaluate prior to publication, and audiences differ in their understandings of what “impact” means. This article develops a set of criteria for assessing and enhancing a publication’s impact potential. An article is argued to have greater influence if it changes many stakeholders’ understandings or behaviors on a relevant matter; and makes its message accessible by offering simple and clear findings and translating them into actionable implications. These drivers are operationalized as a checklist of criteria for authors, reviewers, and research supervisors who wish to evaluate and enhance a manuscript’s potential impact. This article invites scholars to further develop and promote these criteria and to participate in establishing impact evaluation as an institutionalized practice within marketing academia.

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Section: Drivers Of Impactmentioning

confidence: 81%

Section: Accessibilitymentioning

confidence: 99%

Section: Accessibilitymentioning

confidence: 99%

Section: Assessing and Enhancing Impact Potential: Tentative Criteriamentioning

confidence: 99%

See 2 more Smart Citations

Assessing and enhancing the impact potential of marketing articles

Jaakkola

Vargo

2021

AMS Rev

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“…Other important indicators may include how often an article is cited, whether it is widely shared (e.g., because it provides a critical theoretical, substantive, or methodological contribution), and whether it is intellectually stimulating and inspiring to read. We therefore propose that scholars assess the relationship of the R2M Index to other article measures such as citation counts, altmetrics, and writing-clarity measures (Warren et al 2021). Most importantly, topical and timely relevance are distinct from business impact.…”

Section: Final Discussionmentioning

confidence: 99%

R2M Index 1.0: Assessing the Practical Relevance of Academic Marketing Articles

Jedidi¹,

Schmitt²,

Sliman³

et al. 2021

Journal of Marketing

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Using text-mining we develop version 1.0 of the Relevance to Marketing (R2M) Index, a dynamic index that measures the topical and timely relevance of academic marketing articles to marketing practice. The index assesses topical relevance based on a dictionary of marketing terms derived from 50,000 marketing articles published in practitioner outlets from 1982 to 2019. Timely relevance is based on the prevalence of academic marketing topics in practitioner publications at a given time. We classify topics into four quadrants based on their low/high popularity in academia and practice —“Desert,” “Academic Island,” “Executive Fields,” and “Highlands”— and score academic articles and journals: Journal of Marketing has the highest R2M score followed by Marketing Science, Journal of Marketing Research, and Journal of Consumer Research. The index correlates with practitioner judgments of practical relevance and other relevance measures. Because the index is a work-in-progress, we discuss how to overcome current limitations and suggest correlating the index with citation counts, altmetrics, and readability measures. Marketing practitioners, authors, and journal editors can use the index to assess article relevance, and academic administrators can use it for promotion and tenure decisions. The R2M index is thus not only a measurement instrument but also a tool for change.

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Style, content, and the success of ideas

2023

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From marketers and consumers to leaders and health officials, everyone wants to increase their communications' impact. But why are some communications more impactful? While some argue that content drives success, we suggest that style, or the way ideas are presented, plays an important role. To test style's importance, we examine it in a context where content should be paramount: academic research. While scientists often see writing as a disinterested way to communicate unobstructed truth, a multi‐method investigation indicates that writing style shapes impact. To separate content from style, we focus on a unique class of words linked to style (i.e., function words such as “and,” “the,” and “on”) that are devoid of content. Natural language processing of almost 30,000 articles from a range of disciplines finds that function words explain 4–11% of overall variance explained and 11–27% of language content's impact on citations. Additional analyses examine particular style features that may shape success, and why, highlighting the role of writing simplicity, personal voice, and temporal perspective. Experiments further indicate the causal impact of style. The results suggest ways to boost communication's impact and highlight the value of natural language processing for understanding the success of ideas.

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Marketing Ideas: How to Write Research Articles that Readers Understand and Cite

Cited by 48 publications

References 59 publications

Assessing and enhancing the impact potential of marketing articles

Assessing and enhancing the impact potential of marketing articles

R2M Index 1.0: Assessing the Practical Relevance of Academic Marketing Articles

Style, content, and the success of ideas

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