Effective Customer Engagement Strategies in Health Care: The Role of StigmaMar 29, 2017 Martin Mende, Colleen M. Harmeling, Maura L. Scott, and Robert W. Palmatier, 2017, 17-105
Living with a stigmatizing attribute influences how customers engage socially, but marketers can tailor customer engagement initiatives to enhance effectiveness.
TV Ads and Search Spikes: Toward a Deeper UnderstandingMar 1, 2017 Rex Y. Du, Linli Xu, and Kenneth C. Wilbur, 2017, 17-104
For TV advertisers who seek to maximize consumers' online information gathering, post-ad search spikes offer a causal attribution measure that is responsive, reliable and readily available.
There’s No Free Lunch Conversation: The Effect of Brand Advertising on Word of MouthFeb 28, 2017 Mitchell J. Lovett, Renana Peres, and Linli Xu, 2017, 17-103
There's a widely held belief that brand advertising can create big consumer brand buzz. This study suggests otherwise.
Everybody Loves It, You’ve Got to Love It Too! The Downside of Receiving More (and More) Positive Word of MouthJan 30, 2017 David L. Alexander and Sarah G. Moore, 2017, 17-102
As consumers receive more positive word of mouth for a newly adopted product, they feel increasing pressure to perform as competently with the product as those who recommended it.
Using Social Coupons to Enhance Customers’ Social EmpowermentJan 29, 2017 Sara Hanson and Hong Yuan , 2017, 17-101
The simple act of sharing a social coupon generates greater purchase amounts and purchase intentions.