Consumer Search Behavior on the Mobile Internet: An Empirical AnalysisJun 11, 2015 Stephan Daurer, Dominik Molitor, Martin Spann, and Puneet Manchanda, 2015, 15-111
Uses a dataset from a leading provider of mobile product information applications to conduct an empirical analysis of consumer search behavior
The Effects of Content Characteristics on Consumer Engagement with Branded Social Media Content on FacebookJun 5, 2015 Andrew T. Stephen, Michael R. Sciandra, and J. Jeffrey Inman, 2015, 15-110
Uses a dataset of 4,284 branded Facebook posts made over an 18-month period by nine brands across four industries to understand how marketers’ social media content design decisions influence measurable consumer engagement outcomes.
When and How Does Board-Level Marketing Experience Impact Firm Performance?May 26, 2015 Kimberly A. Whitler, Ryan Krause, and Donald R. Lehmann, 2015, 15-109
Develops a conceptual model to explain how marketing impacts the firm and the conditions under which marketing experience on the board of directors impacts firm financial performance; tests model using 64,086 board member biographies and data from S&P 1500 firms.
Where Does Innovation Start: With Customers, Users, or Inventors?Apr 21, 2015 Stav Rosenzweig, Gerard J. Tellis, and David Mazursky, 2015, 15-108
Develops a framework with three agents – customer, inventor, and user – and three technologies – novel, imitative, and exaptive – that affect the origin of ideas for innovations; uses data on 180 innovations commercialized between 1900 and 1999.
Investigating the Value of Competitive Mobile Loyalty Program Platforms for Intermediaries and RetailersApr 21, 2015 Joseph Pancras, Rajkumar Venkatesan, and Bin Li, 2015, 15-107
Investigates how differences in benefits obtained by retailers on a competitive mobile loyalty platform are affected by consumer search, retailer location, and consumer response to reward design from multiple retailers.