Do to others what you want them to do to you

25 Dec 2015

Top 50 Marketing Profs who Tweet 2015

UPDATE: 2 Jan 2015: Added Dirk vom Lehn

I will not delete anyone that gets pushed down the list though it is now over 50. 

Removed few on the list who are no longer academics.

Here Marketing Profs refer to academics who teach marketing and related subjects in Universities, including some professors in Psychology & PR.

These are the opinion leaders in the field of Marketing. However, it is quite surprising that a number of the "Gurus" in Marketing academia are not really active on social media including Twitter and are not represented in this list.

The ranking is based on the number of followers as of 25 December 2015.

I am proudly representing Malaysia in the list.

Note: Please let me know if you want to be added to/ removed from the list. 
  1. Mark Schaefer (@markwschaefer) - Rutgers University - 121K
  2. Dan Ariely (@danariely) - Duke University - 104K
  3. Travis Langley (@Superherologist) - Henderson State University - 94.7K 
  4. Gary R. Schirr (@ProfessorGary) - Radford University - 74.9K
  5. Nancy Richmond (@NancyRichmond) - Florida International University - 73.4K 
  6. Patrick Strother (@PatrickStrother) - University of Minnesota - 35.2K
  7. Jennifer Aaker (@aaker) - Stanford University - 24.4K
  8. David Gerzof Richard (@davidgerzof) - Emerson College - 22.7K
  9. Bang Nguyen (@ProfBangNguyen) - East China Univ. of Science and Technology - 15K
  10. Mike Johansson (@mikejny) - Rochester Institute of Technology - 14.6K
  11. Ron Strand (@stickyslogans) - Mount Royal University - 13.7K
  12. Carol Phillips (@carol_phillips) - University of Notre Dame - 12.6K
  13. David Aaker (@DavidAaker) - University of California - 11.6K
  14. Simon Chadwick (@Prof_Chadwick) - Salford University - 9609
  15. Lauri Harrison (@lharrison) - Columbia University - 9003
  16. Tracy Tuten (@brandacity) - East Carolina University - 8500
  17. Dilip Mutum (@admutum) - The University of Nottingham Malaysia Campus - 8295
  18. Jim Joseph (@JimJosephExp) - New York University - 8053
  19. Kimberly Whitler (@KimWhitler) - University of Virginia - 7215
  20. Christophe Benavent (@Benavent) - Paris Ouest University - 5920
  21. Denny McCorkle (@DennyMcCorkle) - University of Northern Colorado - 5808
  22. John Deighton (@HBSmktg) - Harvard University - 5674
  23. Karen Russell (@KarenRussell) - University of Georgia - 5142
  24. Richard Ladwein (@rladwein) - Université de Lille - 5079
  25. Byron Sharp (@ProfByron) - University of South Australia - 4864
  26. Markus Giesler (@DrGiesler) - York University - 3924
  27. Barbara Kahn (@barbarakahn) - University of Pennsylvania - 3144
  28. Robert Kozinets (@Kozinets) - York University - 3049
  29. Eric Vernette (@VernetteE) -  Toulouse University - 3001
  30. Jaideep Prabhu (@JaideepPrabhu) - University of Cambridge - 2833
  31. Philip Kotler (@kotl) - Northwestern University - 2429
  32. Miguel Guinalíu (@GUINALIU) - University of Zaragoza - 2242
  33. Steven H. Seggie (@Seggitorial) - Özyeğin University - 1974
  34. Dirk vom Lehn (@dirkvl) - King’s College London - 1882
  35. Sue Bridgewater (@SueBridgewater) - University of Liverpool - 1666
  36. Marie Taillard (@marietaillard) - ESCP Europe - 1594
  37. T. Bettina Cornwell (@BettinaCornwell) - University of Oregon - 1526
  38. Tom van Laer (@tvanlaer) - City University London - 1504
  39. Gemma Calvert (@DrGemmaCalvert) - Nanyang Technological University - 1451
  40. Janet Ward (@DrJanet_A_Ward) - University of Sunderland - 1286
  41. Michelle Weinberger (@consumerlife) - Northwestern University - 1235
  42. Steve Vargo (@SteveVargo) - The University of Hawai’i at Manoa - 1210
  43. Aric Rindfleisch (@aricrindfleisch) - The Univ. of Illinois at Urbana-Champaign - 1158 
  44. Joan Ball (@joanpball) - St. John's University - 1123
  45. Stephen Dann (@stephendann)- Australian National University - 1095
  46. Spencer M Ross (@srossmktg) - McGill University - 1055
  47. Ana Isabel Canhoto (@canhoto) - Oxford Brookes University - 1034
  48. Vincent Balusseau (@vbalusseau) - Audencia Business School - 999
  49. Finola Kerrigan (@FinolaK) - University of Birmingham - 998
  50. Laurence Dessart (@laurencedessart) - Kedge Business School - 970
  51. Hope Jensen Schau (@HopeJensenSchau) - University of Arizona - 935
  52. Anthony Patterson (@TonyPatterson) - The University of Liverpool - 922
  53. Alexa Fox (@AlexaKaye3) - Ohio University - 896
  54. Robert Lusch (@RobertLusch) - University of Arizona - 863
  55. Ekant Veer (@VeerOffTrack) - University of Canterbury - 847
  56. Linda Tuncay Zayer (@dr_tea) - Loyola Univ. Chicago - 838
  57. Tracy Harwood (@tgharwood) -  De Montfort Univ. - 812
  58. Andrew Smith (@anksmith) - Merrimack College - 797 
  59. Joonas Rokka (@jccnas) - EMLYON Business School - 775
  60. Emma K. Macdonald (@DrEmmaMacdonald) - Cranfield University - 732
  61. Joachim Scholz (@joachimscholz)  - California Polytechnic State University - 721
  62. Raymond Fisk (@RayFiskTX) - Texas State University - 699
  63. Christine Ennew (@ChrisEnnew) - The University of Nottingham Malaysia Campus - 696

Update History:

  • 29 Dec. 2015 : Added Aric Rindfleisch
  • 28 Dec. 2015 : Added Vincent Balusseau, Eric Vernette, Barbara Kahn, Richard Ladwein, Spencer M Ross, Linda Tuncay Zayer, Michelle Weinberger and Joan Ball. The list now has 60 Marketing Professors. Maybe I should rename the list.
  • 27 Dec. 2015 : I have added Tom van Laer, Simon Chadwick, Andrew Smith and Markus Giesler. 

      10 Dec 2015

      Virtual worlds, social media gaming, celebrity branding and personal branding

      I recently attended the ANZMAC (The Australian and New Zealand Marketing Academy) 2015 conference which was hosted by the University of New South Wales in Sydney, Australia. It ran from the 30th of November to the 2nd of December.

      I presented a paper titled "Lady Gaga goes virtual: Social network gaming communities’ response towards virtual branding efforts" which I co-wrote with Dr. Ezlika Ghazali, The University of Malaya and Dr. Bang Nguyen, East China University of Science and Technology.

      Here is the abstract of the paper:
      "This study examines community members' response towards a one-off online personal branding campaign of Lady Gaga. Using a qualitative content analysis approach, the study critically examines forum messages from the official Zynga forums of the social game, Farmville. The findings reveal that in the context of social network games, the marketers' role is, to some extent, reduced, while the roles of consumers, especially opinion leaders, become paramount. Theoretical and managerial implications are also discussed."
      The background of how I thought about doing a research on this topic is quite interesting (at least to me). While doing my PhD a few years back, I was introduced to Farmville, a game on Facebook. I think that this game as well as other social games helped me through some of the most stressful times during my PhD journey. It was around the time I was writing up my thesis that American
      singer and songwriter Stefani Joanne Angelina Germanotta, who brands herself as Lady Gaga, partnered with Zynga, the creators of Farmville to launch and promote her album 'Born this way'. As far as I know, she was the first artist to ever launch an album on a social media game.

      I did a bit of preliminary research and realised that this campaign presented several research opportunities to examine the response of members of an online community towards a branding campaign.

      Most studies on virtual worlds have focused on Would of Warcraft and Second Life and no one have actually looked at looked on games on Facebook. The gaming communities are different from the Brand communities on Facebook and present a totally different context. I also discovered that studies on celebrity branding mostly examined their role as a brand ambassador and specifically how the brand image fits with the personality of the celebrity. There was a lack of studies on the celebrity as a brand - which I feel is linked to concept of personal branding. To my surprise, when I looked at pesonal branding literature and how I could link to celebrity branding, I discovered that most of the papers were in human resource journals and linked to personal development.

      There is of course the question of methodology. I could have used the increasingly popular Netnographic techniques made popular by Robert Kozinets. However, in the end I used content analysis method for this research.

      I would love to hear from and to collaborate with other researchers who are researching in any of the areas listed here.

      19 Oct 2015

      Academics and the dark side

      Many of us grew up watching Star Wars and the various films has had an impact on a number of us. Anyway, one of my papers is titled  "Customer relationship management: advances, dark sides, exploitation and unfairness." My friend Bang Nguyen (my co-author) came up with the name. He is a big sci-fi fan and though I have not confirmed it with him, you can probably guess where the phrase "dark sides" come from. In fact, he has written a few other papers with the phrase "dark side" in the title.

      Today while going through some academic papers, I came across one with "dark side" in the title. This made me wonder and a quick search on Google Scholar reveals that there are around  3,920,000 paper with the phrase "dark side" in the title. When I restrict the search results to publications which came out this year (2015),   there were an astounding 50,100 results including books, chapters and journal papers.

      I further narrowed down the search to the keywords "dark side marketing" and restricted to publications this year, gave me 8,770 results.

      The Force is definitely with us.

      12 Oct 2015

      Malaysia is top market for luxury car brands in South East Asia

      updated: 15/10/2015; 13/10/2015

      The biggest car market in ASEAN is Indonesia (sales of 830096 units in 2014) followed by Thailand (with 579273 units sold) and Malaysia (444551 units sold) (ASEAN automative federation, 2014).

      However, when it comes to luxury car brands, my research shows that Malaysia is the leading country in ASEAN.

      For example, take the BMW group. 2014 was a fantastic year for them with record breaking sales through out the World (including the 3 countries listed above) with 2,117,965 BMW, MINI and Rolls-Royce vehicles sold. Let us compare the sales in these 3 countries:

      1. Indonesia: 9,046 vehicles, comprising 7,808 BMWs, 655 MINIs and 583 BMW Motorrads
      2. Thailand; 8,386 vehicles of both BMW and MINI brands
      3. Malaysia: 9,419 vehicles with monthly sales upwards of 900 units.

      Mercedes-Benz, which is the leading premium car brand in all the three countries also shows a similar trend.

      Mercedes-Benz Thailand sold more vehicles with 11,524 units sold as compared to Malaysia (a record-breaking 9,419 vehicles) in 2014. In the first five months of this year, Mercedes-Benz Thailand took the lead in the premium car segment in the country with sales record of 4108 units. However, Mercedes-Benz Malaysia recorded their all-time sales record in the first quarter of 2015 with 5163 units passenger cars sold. This is also higher than in Indonesia which saw sales of 1800 cars between January and July 2015.

      Though I cannot generalise based on sales figures of only two luxury car makers, preliminary results from other luxury companies also show that Malaysia is one of the top markets for their cars as well in the ASEAN region.

      This thus leads to some interesting questions. Besides population and income, what do marketers also need to take into account when it comes to luxury products?


      9 Sep 2015

      Call for contributions for book on Islamic finance, marketing and management from an Asian Perspective

      We invite all colleagues to submit chapters for a book titled 'Advances in Islamic Finance, Marketing and Management: An Asian Perspective' co-edited by Dilip Mutum, Muhammad Mohsin Butt and Mamunur Rashid. The book will be published by Emerald.

      Important Dates:

      Expression of interest – a 500-word proposal – September 30, 2015
      Decision on the proposal – October 10, 2015
      First draft of the paper – February 10, 2016
      Submission after preliminary editing/correction/proofreading – March 10, 2016
      Review by Emerald – May 10, 2016
      Final submission after secondary editing/correction/proofreading – June 10, 2016

      Please email your proposal to on or before September 30, 2015.

      14 Jul 2015

      Call for marketing case studies

      There is a call for case studies for an edited book entitled STRATEGIC MARKETING CASES IN EMERGING ECONOMIES co-edited by Atanu Adhikari (Indian Institute of Kozhikode) & Sanjit Roy (The University of Western Australia), which will be published by Springer.

      Important dates:
      • Submission of expression of interest through case interest form: 15th August 2015.
      • Decision on the case interest form to be announced: 30th August 2015.
      • Submission of complete case and teaching note: 15th December 2015.
      • Communication of reviewers’ comments to the authors: 30th January 2016.
      • Submission of final version of the case and the teaching note: 27th February 2016.
      • Communication of decision on acceptance of the case: 30th March 2016.

      For submission of case related documents and for any clarification, please contact either:
      Dr. Atanu Adhikari
      Associate Professor - Marketing
      Indian Institute of Management Kozhikode
      Dr. Sanjit Roy
      Assistant Professor, Marketing
      University of Western Australia

      10 May 2015

      The vinyl strikes back

      Recently, I was in a second hand shop at a nearby mall here in Malaysia and it looked like they were doing great business in used records. They were playing some really great songs and I do not know whether it was due to their music system or the acoustics in the shop, but some of the songs sounded really good even with the hisses and other extra noises. In fact, I would have to agree with the description "warm" used by many record aficionados.

      In case you were not aware, vinyl records are back in fashion. As someone who grew up with cassettes and then CDs, I was never really exposed to this music format. Even when I read about rise in sales a couple of years back, I dismissed it as a short fad that would go away soon. I have to admit that I was wrong, and it is the Generation Y or Millennials, who are behind this phenomenon. According to a recent Guardian article, "Vinyl sales accounted for £20m in 2014".

      Along with the growing demand, sales and prices of old record players are also growing on auction sites including eBay and I was regretting not grabbing one of those record players on sale at various car boot sales while I was in the UK - many of them going at ridiculous prices.

      It is not surprising that manufacturers of record players are ramping up their production and also coming out with new models to cater to this new demand. This includes companies like the 130 years old Thorens who recently came out with a budget turntable. In fact, Czech turntable company SEV Litovel was reported to have sold an amazing 96000 units in 2014.

      It is really interesting to see the growth of analogue tech in this digital era and wonder where this is going. This phenomenon is definitely not a fad.Looking at it from an ethical consumption perspective, as it involves recycling of records which would have ended up on landfills, it can be seen as something positive.

      What do you think? Would love to hear your views.