The audience turn : crafting contributions for impact in marketing and consumer research
Shahriar, Hossain LU
; Egan-Wyer, Carys
LU
; Ulver, Sofia
LU
and Lucarelli, Andrea
(2026)
In Journal of Marketing Management
- Abstract
- This paper introduces an addressability logic for crafting research contributions to advance scientific and societal impact in marketing and consumer research. For research to be meaningful we ask: for whom? Using rhetorical audience analysis, we examine 80 interpretivist articles in four journals over twenty years to identify their intended addressees. We identify four audience categories along an inward–outward spectrum—microtribe-assumed, field-directed, practice-directed, society-directed—and conceptualise four capability pathways: research apparatuses, design principles, policy instruments, and fieldcraft toolboxes. We show that contributions become meaningful when authors explicitly name their audiences and equip them with... (More)
- This paper introduces an addressability logic for crafting research contributions to advance scientific and societal impact in marketing and consumer research. For research to be meaningful we ask: for whom? Using rhetorical audience analysis, we examine 80 interpretivist articles in four journals over twenty years to identify their intended addressees. We identify four audience categories along an inward–outward spectrum—microtribe-assumed, field-directed, practice-directed, society-directed—and conceptualise four capability pathways: research apparatuses, design principles, policy instruments, and fieldcraft toolboxes. We show that contributions become meaningful when authors explicitly name their audiences and equip them with capabilities to act, rehabilitating description as essential for impact. The study reframes research contribution from novelty to addressability, emphasising the necessity of composing scholarship for societal impact beyond theoretical obsession. (Less)
- Abstract (Swedish)
- This paper introduces an addressability logic for crafting research contributions to advance scientific and societal impact in marketing and consumer research. For research to be meaningful we ask: for whom? Using rhetorical audience analysis, we examine 80 interpretivist articles in four journals over twenty years to identify their intended addressees. We identify four audience categories along an inward–outward spectrum—microtribe-assumed, field-directed, practice-directed, society-directed—and conceptualise four capability pathways: research apparatuses, design principles, policy instruments, and fieldcraft toolboxes. We show that contributions become meaningful when authors explicitly name their audiences and equip them with... (More)
- This paper introduces an addressability logic for crafting research contributions to advance scientific and societal impact in marketing and consumer research. For research to be meaningful we ask: for whom? Using rhetorical audience analysis, we examine 80 interpretivist articles in four journals over twenty years to identify their intended addressees. We identify four audience categories along an inward–outward spectrum—microtribe-assumed, field-directed, practice-directed, society-directed—and conceptualise four capability pathways: research apparatuses, design principles, policy instruments, and fieldcraft toolboxes. We show that contributions become meaningful when authors explicitly name their audiences and equip them with capabilities to act, rehabilitating description as essential for impact. The study reframes research contribution from novelty to addressability, emphasising the necessity of composing scholarship for societal impact beyond theoretical obsession. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/ee0db29b-59df-44f1-9908-8f61c9efe82b
- author
- Shahriar, Hossain
LU
; Egan-Wyer, Carys
LU
; Ulver, Sofia
LU
and Lucarelli, Andrea
- organization
- publishing date
- 2026
- type
- Contribution to journal
- publication status
- epub
- subject
- in
- Journal of Marketing Management
- publisher
- Taylor & Francis
- ISSN
- 0267-257X
- language
- English
- LU publication?
- yes
- id
- ee0db29b-59df-44f1-9908-8f61c9efe82b
- alternative location
- https://www.tandfonline.com/doi/full/10.1080/0267257X.2026.2691125
- date added to LUP
- 2026-04-23 10:50:20
- date last changed
- 2026-08-04 16:53:27
@article{ee0db29b-59df-44f1-9908-8f61c9efe82b,
abstract = {{This paper introduces an addressability logic for crafting research contributions to advance scientific and societal impact in marketing and consumer research. For research to be meaningful we ask: for whom? Using rhetorical audience analysis, we examine 80 interpretivist articles in four journals over twenty years to identify their intended addressees. We identify four audience categories along an inward–outward spectrum—microtribe-assumed, field-directed, practice-directed, society-directed—and conceptualise four capability pathways: research apparatuses, design principles, policy instruments, and fieldcraft toolboxes. We show that contributions become meaningful when authors explicitly name their audiences and equip them with capabilities to act, rehabilitating description as essential for impact. The study reframes research contribution from novelty to addressability, emphasising the necessity of composing scholarship for societal impact beyond theoretical obsession.}},
author = {{Shahriar, Hossain and Egan-Wyer, Carys and Ulver, Sofia and Lucarelli, Andrea}},
issn = {{0267-257X}},
language = {{eng}},
publisher = {{Taylor & Francis}},
series = {{Journal of Marketing Management}},
title = {{The audience turn : crafting contributions for impact in marketing and consumer research}},
url = {{https://www.tandfonline.com/doi/full/10.1080/0267257X.2026.2691125}},
year = {{2026}},
}