Acquiring Customers via Word-of-Mouth Referrals: A Virtuous Strategy?Dec 7, 2015 Constant Pieters and Aurélie Lemmens, 2015, 15-123
WOM campaigns help firms recruit profitable customers—but do those customers spread the word among their peers?
Finding Versus Receiving: How Content Acquisition Affects SharingDec 2, 2015 Zoey Chen and Jonah Berger, 2015, 15-120
In six studies, examines how and why online content acquisition method (finding versus receiving) influences social sharing.
Defining, Nurturing, Protecting, and Measuring ReputationOct 29, 2015
Paul Argenti, The Tuck School of Business, Dartmouth College
In this webinar, Paul Argenti will help participants understand what reputation really is, how it is formed, how to protect it using reputational risk analysis, and how to measure it using new techniques based on advanced mathematical tools developed in the biological sciences.
The Differential Effects of Peer and Expert Ratings on ChoiceAug 5, 2015 Anne-Madeleine Kranzbühler, Mirella H.P. Kleijnen, Peeter W.J. Verlegh, and Marije Teerling, 2015, 15-117
In three experimental studies, analyzes the trade-offs consumers make when considering peer and expert ratings in a health care context.
The Effects of Content Characteristics on Consumer Engagement with Branded Social Media Content on FacebookJun 5, 2015 Andrew T. Stephen, Michael R. Sciandra, and J. Jeffrey Inman, 2015, 15-110
Uses a dataset of 4,284 branded Facebook posts made over an 18-month period by nine brands across four industries to understand how marketers’ social media content design decisions influence measurable consumer engagement outcomes.
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