Despite efforts by business schools, journals, and researchers to broaden the reach of marketing research beyond academia, the average article earns merely 0.6 press mentions and 3.5 social media citations. This study investigates how academic marketing research gains attention in news and social media and which factors mediate this process. Through an analysis of 15,900 marketing articles published from 2011 to 2019 and two experiments involving journalists and PR managers, we show that female co-authorship, involving a practitioner, and choosing a topic related to Better-Marketing-For-A-Better-World leads to substantially more news and social media mentions. Specifically, including at least one female author or a practitioner can boost press citations by 20% and 57%, respectively. In addition, we identify several other factors related to writing style, topic choice, and journal chararcteristics significantly impacting media attention.

尽管商学院、期刊和研究人员努力将营销研究的范围扩大到学术界之外，但平均一篇文章仅获得 0.6 次媒体提及和 3.5 次社交媒体引用。本研究调查了学术营销研究如何在新闻和社交媒体中获得关注，以及哪些因素介导了这一过程。通过对 2011 年至 2019 年发表的 15,900 篇营销文章的分析以及涉及记者和公关经理的两项实验，我们发现女性合着、涉及从业者并选择与“更好的营销，为了-更好的世界”相关的主题导致更多的新闻和社交媒体提及。具体来说，包括至少一名女性作者或从业者可以将新闻引用率分别提高 20% 和 57%。此外，我们还确定了与写作风格、主题选择和期刊特征相关的其他几个显着影响媒体关注的因素。