Consumer and Object Experience in the Internet of Things: An Assemblage Theory ApproachDec 7, 2016 Donna L. Hoffman and Thomas P. Novak, 2016, 16-134
Traditional understandings of consumer experience fall short when it comes to the consumer Internet of Things. Here's a new framework to conceptualize consumer (and object) experience in these complex, interactive environments.
Brand Damage from Product Harm and Corporate Social Irresponsibility: How Deep and How Long?Nov 29, 2016 Max Backhaus and Marc Fischer, 2016, 16-133
Marketers, take note: Corporate socially irresponsible behavior can have a devastating effect on one of the most valuable corporate assets, the brand.
The Effects of B2B Service Innovations on Firm Value and Firm Risk: How Do They Differ from Those of B2C Service Innovations?Nov 21, 2016 Thomas Dotzel and Venkatesh Shankar, 2016, 16-132
What are the return and risk outcomes of B2B and B2C service innovations?
Feeling of Missing Out (FOMO) and Its Marketing ImplicationsNov 16, 2016 Ceren Hayran, Lalin Anik, and Zeynep Gürhan-Canli, 2016, 16-131
Is FOMO (feeling of missing out) a boon or threat for marketing? This study looks at what drives FOMO and the implications for customer loyalty and revisit and recommendation intentions.
Does Offline TV Advertising Affect Online Chatter? Analysis of Quasi-Experimental Data Using Synthetic ControlNov 4, 2016 Gerard Tellis and Seshadri Tirunillai, 2016, 16-130
Why marketers should consider effects of TV advertising on consumer reviews and blogs: This study finds that TV ads can accelerate virality and boost brand visibility in online chatter.