Joanna Phillips Melancon

Managing rewards to enhance relational worth

Joanna Phillips Melancon, Stephanie Noble, Charles H. Noble · Journal of the Academy of Marketing Science · 2010 · 183 citations

Behavioral Decision Making, Incentive Mechanism, Motivation +8

Gender and live-streaming: source credibility and motivation

Patricia R. Todd, Joanna Phillips Melancon · Journal of Research in Interactive Marketing · 2017 · 155 citations

Marketing, Social Media, Emerging Media +15

Fan identification, <i>Schadenfreude</i> toward hated rivals, and the mediating effects of Importance of Winning Index (IWIN)

Vassilis Dalakas, Joanna Phillips Melancon · Journal of Services Marketing · 2012 · 129 citations · Full text

High Fan Identification, Social Criticism, Behavioral Decision Making +23

The Influence of Social Media Investment on Relational Outcomes: A Relationship Marketing Perspective

Melissa Clark, Joanna Phillips Melancon · International Journal of Marketing Studies · 2013 · 124 citations · Full text

Customer Satisfaction, Digital Marketing, Social Marketing +23

Consumer social voice in the age of social media: Segmentation profiles and relationship marketing strategies

Joanna Phillips Melancon, Vassilis Dalakas · Business Horizons · 2017 · 56 citations

Social Media, Segmentation Profiles, Voice +12