Dynamic Likeability Effects on Virality of Online Video AdvertisementsOct 16, 2014 Edlira Shehu, Tammo Bijmolt, and Michel Clement, 2014, 14-113
Investigates the relationship between the virality of online advertisements and ad likeability dynamics.
Should Ad Spending Increase or Decrease Prior to a Product Recall Announcement?Oct 8, 2014 Haibing Gao, Jinhong Xie, Qi Wang, and Kenneth C. Wilbur, 2014, 14-112
Investigates how advertising before a product harm crisis announcement affects post-recall stock prices; based on 110 automakers’ product recall announcements and stock prices between 2005 and 2012.
Does Tweeting Impact the Bottom Line?Oct 1, 2014 Shiyang Gong, Juanjuan Zhang, Ping Zhao, and Xuping Jiang, 2014, 14-111
Examines whether activity on microblogging platforms improves firm performance; develops a field experiment on Weibo with a global media company that produces documentary TV shows.
How Can “I” Help “You”? The Impact of Personal Pronoun Use in Customer-Firm Agent InteractionsSep 26, 2014 Grant Packard, Sarah G. Moore, and Brent McFerran, 2014, 14-110
Examines the impact of personal pronoun use by firm agents in customer-firm interactions; demonstrates that increased self-references to “me” and “I” on the part of the firm agent are more beneficial for customer attitudes and purchase behavior.
The Characteristics and Perceived Value of Mobile Word of MouthSep 23, 2014 Nicholas H. Lurie, Sam Ransbotham, and Hongju Liu, 2014, 14-109
Investigates (1) how content created on mobile devices differs from content created on desktop platforms and (2) how these characteristics affect the perceived value of mobile versus desktop word of mouth; based on 299,798 online restaurant reviews.