Using Forums and Search for Sales Prediction of High-Involvement ProductsApr 10, 2015 Tomer Geva, Gal Oestreicher-Singer, Niv Efron, and Yair Shimshoni, 2015, 15-105
Examines the interplay between search trend data and publicly available WOM from social media websites in the context of sales prediction; based on sales data for 23 U.S. car brands, Google search trend data, and a comprehensive scan of internet discussion forums.
Brand Buzz in the EchoverseApr 6, 2015 Kelly Hewett, William Rand, Roland T. Rust, and Harald J. van Heerde, 2015, 15-104
Explores the complex feedback loops between corporate communications, news media, and user-generated social media; based on statistical analysis of a comprehensive brand communications dataset in the financial services industry from 2007-2014 and qualitative interviews with 13 brand communications executives.
Indulgent Consumption: Redemption Windows and the Appeal of Daily DealsApr 3, 2015 Yogesh Joshi and Anastasiya Pocheptsova, 2015, 15-103
Explores consumer response to redemption windows for daily deals; analyzes the interactive effect of deal type (hedonic vs. utilitarian) and the length of redemption window on purchase likelihood.
How Customer Referral Programs Turn Social Capital into Economic CapitalFeb 24, 2015 Christophe Van den Bulte, Emanuel Bayer, Bernd Skiera, and Philipp Schmitt, 2015, 15-102
Uses data from a bank to test two possible mechanisms for the higher margins/lower churns exhibited by customers acquired through customer referral programs: better matching between referred customers and the firm, and social enrichment by the referrer.
How the Internet Has Changed the Marketing of Entertainment Goods: The Case of the Music IndustryJan 26, 2015 Dominik Papies and Harald J. van Heerde, 2015, 15-101
Investigates how broadband Internet has changed the relationship between record and concert revenues and the effectiveness of new releases, advertising, and TV and radio airplay, based on German data for close to 400 artists across seven years.