“Your Action Is Needed”: The Effect of Website-Initiated Participation on User Contributions to Content WebsitesAug 13, 2015 Lior Zalmanson and Gal Oestreicher-Singer, 2015, 15-118
In a series of experiments on a video website, investigates the effects of website-initiated participation, in which the website requires the user to engage with its social features in order to consume content.
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.
Assimilation or Differentiation? Investigating the Effect of Competition on Sponsored Search Advertisers’ Keyword DecisionsJul 23, 2015 Shijie Lu and Sha Yang, 2015, 15-116
Develops a model of sponsored search advertisers’ keyword entry decisions; applies the model to a panel dataset of 1,252 keywords used by 28 manufacturers, retailers, and comparison websites that advertise on Google.
The Role of Paid, Earned, and Owned Media in Building Entertainment Brands: Reminding, Informing, and Enhancing EnjoymentJul 20, 2015 Mitchell J. Lovett and Richard Staelin, 2015, 15-115
Provides empirical evidence on the relative effectiveness of paid, earned, and owned media in the context of building an entertainment brand; develops a structural model of viewing decisions and applies the model to a new TV show setting.
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.