Digital Marketing Frameworks Aim to Help Scholars Increase the Real-World Impact of Their Research

Academic research shapes policy, business strategy, and public understanding—at least, it could, if people outside the scholarly world actually saw it. A recurring issue across universities and research institutes is that valuable insights often stay locked behind journal paywalls, buried in highly technical language, or shared only within narrow academic networks. As a result, business leaders and policymakers interact with less than 15% of published research, leaving a massive gap between new knowledge and the people who might benefit from it.

A research team led by Quan Xie, a digital advertising specialist at Southern Methodist University’s Temerlin Advertising Institute, set out to close this communication gap. Working with collaborators from institutions around the world, they introduced two structured digital-marketing-based frameworks designed to help scholars extend their reach far beyond academic circles.

These frameworks appear in two companion studies published in the Journal of Global Marketing and aim to provide a practical blueprint for building academic visibility, improving public access to research, and ensuring that high-quality findings influence real-world decisions.

Why Traditional Research Sharing Falls Short

Most academic work is written for fellow researchers, not for practitioners or the public. It tends to use specialized terminology, and because journals often operate behind paywalls, only people with institutional access can read the material. There is also the slow publication cycle—research can take months or even years to be reviewed, edited, and released.

Meanwhile, misinformation spreads at record speed, and digital communication is now the default mode for business leaders, journalists, government agencies, and everyday readers. This creates an odd situation where scholars, who generate credible and well-tested knowledge, have less digital visibility than influencers or content creators discussing similar topics with far less expertise.

The result is a disconnect: the people who need the research rarely see it, and the people producing the research rarely engage with digital tools that could amplify its reach.

The Dual-Path Framework for Academic Branding and Research Dissemination

The first study proposes a dual-path framework that asks scholars to think of their professional identity and their research communication strategy together. One path focuses on building a strong and cohesive academic brand—that is, presenting oneself clearly as an expert in a specialty. The other path deals with effective dissemination of research using digital tools.

According to the framework, academics benefit from:

• Establishing their position within a field so audiences can understand their expertise.
• Presenting a consistent professional identity online.
• Seeking feedback from stakeholders to refine how their research is communicated.
• Choosing platforms strategically instead of posting randomly across the internet.

The recommendation is that scholars should not treat digital communication as an afterthought. Instead, they should develop a visible presence on platforms aligned with their audience. For example, LinkedIn, Twitter (X), YouTube, podcasts, and ResearchGate each attract different types of users and are suitable for different research stages.

By pairing thoughtful branding with platform-specific dissemination, the framework aims to rewrite the way scholars reach public audiences.

The DESTINY Strategy for Bridging Marketing Theory and Practice

The second study introduces a more detailed strategic model called DESTINY, which stands for Digital, Engagement, Storytelling, Time, Innovation, Network, and Yield. Each component highlights a factor that helps researchers connect their findings with industry professionals, policymakers, and communities.

A few notable aspects include:

• Digital: Encouraging the use of online platforms as the primary method of communication.
• Engagement: Prompting scholars to actively interact with audiences rather than broadcasting information passively.
• Storytelling: Helping simplify and humanize complex findings without losing accuracy.
• Time: Emphasizing timely sharing so research remains relevant.
• Innovation: Encouraging the use of creative digital formats like videos, graphics, or interactive tools.
• Network: Highlighting the role of professional connections in spreading research.
• Yield: Promoting a broader, impact-focused measure of success.

The Yield component stands out because it proposes evaluating research communication not by citation counts or journal prestige, but by Return on Value (ROV). ROV includes long-term reputation, trust from stakeholders, social impact, environmental considerations, and actual influence on decision-making in the real world.

Matching Digital Platforms to Research Stages

Both frameworks emphasize that the timing of dissemination matters just as much as the content. Different research phases call for different platforms:

• Early-stage research
  Platforms like ResearchGate allow scholars to gather preliminary feedback or build visibility while projects develop.
• Mid-stage research
  Channels such as LinkedIn or webinars help researchers engage with professionals who may apply their findings in business or government.
• Late-stage or published research
  Broader platforms like news outlets, blogs, and social media threads can help reach non-academic audiences who might benefit from the results.

By aligning content with platform and timing, scholars can maximize visibility and avoid overwhelming themselves with scattered communication efforts.

Overcoming Common Obstacles to Research Communication

One major barrier for scholars is time. Between teaching, publishing, grant writing, and administrative responsibilities, learning digital marketing strategies can feel overwhelming. Another common worry is the risk of oversimplifying complex research when adapting it for a general audience.

The studies directly address these concerns by highlighting solutions such as:

• Using automation tools for scheduling online posts.
• Creating partnerships with university communications teams.
• Producing layered content—simple summaries supported by more detailed resources—to maintain scientific rigor.
• Reframing communication as part of a scholar’s long-term academic investment rather than optional extra work.

These solutions aim to make digital dissemination not only manageable but beneficial to a scholar’s reputation and impact.

Why This Research Matters Today

The rise of digital technology has fundamentally changed how knowledge is consumed. People expect instant access to information, and they often rely on digital platforms for learning. In this environment, scholars who embrace digital communication can:

• Combat misinformation with credible, research-based content.
• Build public trust in academic institutions.
• Strengthen connections between research communities and real-world decision-makers.
• Ensure that their work has a measurable influence on society.

The studies stress that digital visibility is no longer optional for academics who want broader impact. Instead, it is becoming an essential part of scholarly work.

Additional Context: Why Academic Branding Is Becoming More Important

Academic branding may sound like a marketing buzzword, but it reflects a broader shift. Universities now encourage faculty to appear in media interviews, contribute to public discussions, and share insights with non-experts. Scholars who have a clear, well-communicated identity can attract more collaborations, funding opportunities, and invitations to speak at conferences.

In many ways, the framework developed by Quan Xie and colleagues fits into this evolving academic culture. It helps researchers take advantage of digital tools without compromising the integrity or complexity of their work. As academia becomes increasingly digital, frameworks like these may shape how future scholars interact with the world.

Additional Context: How Businesses and Policymakers Benefit From Accessible Research

When research becomes accessible, the benefits extend far beyond academic institutions. Businesses can:

• Adopt new management strategies.
• Improve marketing decisions.
• Use data-driven insights to reduce risk.

Government agencies and policymakers can:

• Reference evidence when drafting new laws.
• Respond more effectively to social and economic challenges.
• Avoid relying on outdated or anecdotal information.

Communities also benefit through clearer explanations of public issues, from health guidance to environmental policies. In this sense, improving research dissemination has the potential to shape public understanding at scale.

Research Reference

From Research to Recognition: A Dual-Path Digital Marketing Framework for Academic Branding and Knowledge Dissemination
https://doi.org/10.1080/08911762.2025.2554430