Winners announced: “Challenges of Communications and Branding in a Digital Era” research competition

Seven winning proposals were chosen from 37 high-quality submissions in a recent MSI competition on “Challenges of Communications and Branding n a Digital Era.” Research grants totaling more than $96,000 were awarded to the following research proposals:

Does Offline Brand Advertising Affect Online Brand Conversations?
Abhishek Borah and Gerard J. Tellis

Conditions for Owned, Paid and Earned Media Effectiveness: The Performance Impact of Online Customer-Initiated Actions for Better versus Lesser Known Brands of Search and Experience Goods
Ceren Demirci, Koen Pauwels, Shuba Srinivasan, and Gokhan Yildirim

Brand Harm Management in the Information Age: How User Generated Content, Popular Press, and Company Communications Shape Brand Perceptions
Daria Dzyabura, John R. Hauser, Andrey A. Mizik, and Natalie Mizik

Why People Use Social Media: A Motivational Framework of Goal Pursuit with Implications for Digital Marketing Strategy
Donna L. Hoffman and Thomas P. Novak

Consumers’ Brand Experience in Online Social Networking: The Phenomenon of Brand Building through Facebook Pages
Heejin Lim, Hyejune Park, and Jewon Lyu

Building the B[r]and: Using Social Media to Drive Customer Engagement and Sales
Yogesh V. Joshi, William M. Rand, and Louiqa Raschid

Traditional versus Sponsored Search Advertising: The Tradeoffs between Building Brand Awareness and Targeted Communication on a Competitor's Turf
Amin Sayedi and Kinshuk Jerath

A distinguished panel of reviewers selected the competition winners:

Projects and preliminary findings will be presented at MSI’s conference, “Marketing Communication in a Digital World,” to be held in October.