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.
Influencing Customer Opt-In and Opt-OutApr 07, 2015
Marketers should avoid over-marketing to customers who have joined a permission-based email program.
Brand Buzz in the EchoverseApr 6, 2015 Kelly Hewett, William Rand, Roland T. Rust, and Harald J. van Heerde, 2015, 15-104
Explores the complex feedback loops between corporate communications, news media, and user-generated social media; based on statistical analysis of a comprehensive brand communications dataset in the financial services industry from 2007-2014 and qualitative interviews with 13 brand communications executives.
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