Being in the Moment: The Effects of Ephemeral Communication in Social MediaJun 8, 2017 Ran Kivetz and Daniel He, 2017, 17-112
Ephemeral messaging causes people to be more "in the moment" and can improve relations on social media as well as improve customer-firm communication.
TV Viewing and Advertising TargetingMay 26, 2017 Yiting Deng and Carl F. Mela, 2017, 17-111
Good news for TV advertisers: set-top boxes offer micro-targeting capabilities that can lower advertising costs and raise incremental profit - even in the face of ad avoidance.
The Socially Responsible CMOMay 22, 2017 Peren Ozturan and Amir Grinstein, 2017, 17-110
On the path toward marketing excellence, CMOs should place high priority on social responsibility efforts, this study suggests.
The 4 Minds of the Customer: A Framework for Understanding and Applying the Science of Decision MakingMay 10, 2017 Ryan Hamilton and Uma R. Karmarkar, 2017, 17-109
Science has a lot to say about how customers make decisions. This frameworks helps marketers apply what's most relevant to their customer, product, and category.
Mobile Targeting Using Customer Trajectory PatternsApr 18, 2017 Anindya Ghose, Beibei Li, and Siyuan Liu, 2017, 17-108
In a large-scale field experiment, "trajectory-based" targeting facilitated higher revenues for the focal store and the shopping mall