How Earned and Owned Social Media Impact Shareholder Value Through Consumer Mindset MetricsJul 6, 2016 Anatoli Colicev, Ashwin Malshe, Koen Pauwels, and Peter O’Connor, 2016, 16-115
How managers can leverage owned social media, new product announcements, and advertising to positively shape conversations on social media and improve customer mindset and firm performance metrics.
Why Is It So Hard to Get Social Media to Work?Apr 14, 2016 Catherine Tucker, Massachusetts Institute of Technology
Why is it so difficult to create advertising that people are willing to share with their friends?
Dancing with the Enemy: Broadened Understanding of Engagement in Rival Brand DyadsFeb 22, 2016 Behice Ilhan, Koen Pauwels, and Raoul Kübler, 2016, 16-107
In the digital brandscape, brand fans are engaging and interacting with rival brands – and their fans. This study points to opportunities for marketers to respond, influence rivals, and strengthen their own brand image.
What’s the ROI for Firm-sponsored Online Communities?Oct 22, 2015
There really are "social dollars" – economic benefits from online communities.
How Expertise and Endorsement Style Impact Word of Mouth PersuasionJul 17, 2015 Grant Packard and Jonah Berger, 2015, 15-114
Over five studies, including textual analysis of almost 1,000 online reviews, examines how consumers’ expertise and endorsement language shape the persuasive impact of their word of mouth transmissions.
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