28 July 2021: Better Marketing for a Better World Forum
The Journal of Marketing Special Issue on Better Marketing for a Better World (BMBW) launched an initiative to bring together wide-ranging research to assess, illuminate, and debate whether, when, and how marketing contributes to a better world.
This forum will focus on the theme of prosocial giving and its importance in the field of marketing. In the first hour, authors will discuss the inspiration for their research, the implications of their findings for practice, and ideas for future research. In the second hour, participants will be invited to an intimate discussion and networking opportunity with the authors and other scholars and practitioners to discuss research questions and directions to help marketing contribute in this field. Please join if you want to learn more, engage with the authors, or simply listen.
Participating authors:
- Jacqueline Rifkin, Katherine Du, and Jonah Berger, “Penny for Your Preferences: Leveraging Self-Expression to Increase Prosocial Giving”
- Sungjin Kim, Sachin Gupta, and Clarence Lee, “Managing Members, Donors, and Member-Donors for Effective Non-profit Fundraising”
- Kuangjie Zhang, Fengyan Cai, and Zhengyu Shi, “Do Promotions Make Consumers More Generous? The Impact of Price Promotions on Consumers’ Donation Behavior
Watch a recording of the forum.