Integrated Customer Experiences
|Consumers are increasingly in control of the information flow. And marketers now have the ability to customize experiences, offers, and content. The key issue is getting marketing “right” in real time, whether B2B or B2C. How should firms design and serve up their offerings so that they are relevant in context — hitting just the right “notes” at the right point in the path to purchase or decision journey?|
Bloggers as Social Influencers: Optimizing Social Media Engagement via Blog CampaignsAug 25, 2016 Vanitha Swaminathan, Christian Hughes, and Gillian Brooks, 2016, 16-125
In blog campaigns, follower network size is not the only important factor in driving social influence: blogger–follower similarity and sentiment are equally important.
Understanding Frontline Problem-solving Dynamics Using Video Recordings of Service Failure InteractionsAug 1, 2016 Jagdip Singh, Detelina Marinova, and Sunil Singh, 2016, 16-122
After a service failure, customers value frontline employees' problem-solving work, whatever the outcome. Empathy, on the other hand, can be unhelpful.
The Impact of Buying “Fit” Products on Customer Learning and Profitability in Multichannel SettingsJul 22, 2016 Chun-wei Chang, Jonathan Z. Zhang, and Scott A. Neslin, 2016, 16-120
In multichannel environments, marketing communications can enhance customer learning about products with high quality and preference uncertainty, helping move them toward a more profitable "trusting" state.
The Dark Side of Mobile Channel Expansion StrategiesJul 21, 2016 Ju-Yeon Lee, Mengzhou Zhuang, Irina V. Kozlenkova, and Eric (Er) Fang, 2016, 16-119
Expanding to a mobile channel can have adverse effects on sales performance and stock return, but marketers can take steps to mitigate.
Friends or Foes: Social Influence, Online Social Networks, and News ConsumptionJul 15, 2016 Catarina Sismeiro and Ammara Mahmood, 2016, 16-118
Does social network activity displace or promote traffic to, and engagement with, online news sites?
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