Humorous ComplainingFeb 20, 2014 A. Peter McGraw, Caleb Warren, and Christina Kan, 2014, 14-100
Examines the frequency of humorous complaining by consumers, its effects on consumers exposed to the complaint, and company responses to humorous versus serious complaints.
Beyond Likes and Tweets: Marketing, Social Media Content, and Store PerformanceDec 31, 2013 Koen Pauwels, E. Craig Stacey, and Andrew Lackman, 2013, 13-125
Analyzes the short-term and long-term effects of social media word-of-mouth conversation content on physical store and online store traffic for a major clothing retailer, using vector autoregression (VAR) model.
When Humor Backfires: Revisiting the Relationship Between Humorous Marketing and Brand AttitudeDec 12, 2013 Caleb Warren and A. Peter McGraw, 2013, 13-124
Investigates whether humorous marketing communications can harm brand attitudes by eliciting negative feelings; tests a framework to explain which humor attempts are most likely to harm consumers' attitudes towards the brand.
Positive versus Negative e-Sentiment and the Market Performance of High-Tech ProductsOct 24, 2013 Hyun S. Shin, Dominique M. Hanssens, Kyoo Il Kim, and Jean A. Choe, 2013, 13-123
Tracks online buzz (“e-sentiment”) in the digital single lens reflex camera market and analyzes its impact on brand sales via econometric modeling.
Pricing Online Content: Fee or Free?Oct 23, 2013 Anja Lambrecht and Kanishka Misra, 2013, 13-122
Estimates how free versus paid content affects site viewership and empirically quantifies the trade-off between advertising and subscription revenues, using data set from ESPN.com.