Celebrating Journal of Promotion Management - 10 Most Read Articles, Digital and Online Promotions
The Journal of Promotion Management (JPM) has published original research in promotion management since 1992. We are celebrating our presence on LinkedIn by sharing the top 10 most-read articles on digital and online promotions. Online and digital promotions have been one of our top themes. We recently published our first-ever bibliometric history, showing significant growth in productivity and influence (https://doi.org/10.1080/10496491.2019.1685622). The authors extracted bibliographic data of the Journal from the Scopus database and highlighted significant trends and themes of the Journal employing different bibliometric tools. A bibliographic coupling of 730 articles revealed five main research themes in the Journal: online marketing, social media, sales promotion, brand management, and customer relationship management. Modern online and digital promotions use techniques like causal machine learning to improve effectiveness. Research topics such as gamification show how it can increase brand engagement with strategies like spinning wheels, mystery coupons, and loyalty cards. Prospective authors can leverage innovative techniques such as machine learning to gain deeper insights into the impact of promotions on funnel stages. Identifying engagement drivers at the top of the funnel can lead to conversions at the bottom. Our Collection highlights the emergence of multidisciplinary research in the promotion management literature.
Edited by
Hooshang Beheshti(Radford University)
George Spais(Hellenic Open University)