SMU researcher helps scholars promote their work’s societal impact

A breakthrough discovery in marketing strategy sits behind an academic paywall. A policy solution to a pressing social issue remains buried in a scholarly journal. Innovative research that could transform business practices never reaches the executives who need it most.

This disconnect affects a large number of academic works: Business leaders and policymakers engage with less than 15% of published research, leaving valuable insights underutilized.

To address the gap, Quan Xie, a digital advertising researcher at SMU’s Temerlin Advertising Institute, collaborated with an international team to develop two frameworks that use digital marketing strategies to help academics expand their reach beyond scholarly circles and amplify their work's societal impact.

“Academia has historically found it challenging to spread the word about research outside its circles," she said. “The rise of digital technology now provides opportunities for scholars to communicate their research findings for bigger impacts. Visibility online lets academics stand out as experts in their fields, which is needed when misinformation can spread so rampantly in today’s digital environment.”

Frameworks bridge gap between academic research and real-world application

The research team published two complementary studies in the Journal of Global Marketing. The combining strategic personal brand development with optimized research dissemination through digital channels. — Digital, Engagement, Storytelling, Time, Innovation, Network and Yield — which provides a structured approach to overcoming communication barriers between marketing theory and practice.

Scholars following these frameworks position themselves within their fields, construct cohesive brand identities and refine their digital presence through stakeholder feedback. They then strategically select platforms – from LinkedIn and Twitter(X) to YouTube and podcasts – matching them to different research stages and audiences.

Xie and the other authors note that high-quality research typically features specialized terminology, paywalls and lengthy review-to-publication timelines that slow information flow. Digital dissemination offers cost-effective alternatives that make research accessible to companies, government agencies and communities.

The studies also address common obstacles researchers face, including time constraints and concerns about oversimplifying complex findings. Solutions include automation tools, institutional partnerships and content creation that maintain scientific rigor while improving accessibility.

The DESTINY strategy's "Yield" component promotes a return on value (ROV) approach. ROV encompasses broader benefits: long-term reputation building, stakeholder goodwill, environmental sustainability, and social impact. For academic research dissemination, this means measuring success not just by citation counts or journal rankings, but by how research influences policy decisions, informs business practices, advances public understanding, and contributes to solving real-world problems.

Digital channels matched to research stages maximize impact

The frameworks recommend specific digital channels for different research phases. Early-stage research benefits from platforms such as ResearchGate for gathering feedback. Mid-stage findings reach business professionals through LinkedIn and webinars. Late-stage results gain public attention through news releases and social media threads.

Xie's co-authors include Weng Marc Lim of Sunway University, Sakshi Kathuria of Fortune Institute of International Business, Kimmy Chan of Hong Kong Baptist University, Dana-Nicoleta Lascu of University of Richmond and Ajay K. Manrai of University of Delaware.