Customer Relationships and Experiences
Estimating the Impact of User Personality Traits on Electronic Word-of-Mouth: Text-mining Social Media PlatformsJan 15, 2018 Panos Adamopoulos, Anindya Ghose, and Vilma Todri , 2018, 18-100
Personality is powerful when it comes to online WOM: the right sender-receiver match can boost brand appeal and sales.
3 Must-Reads for Marketers from Dartmouth’s Peter GolderDec 18, 2017
Each month we feature a new reading list and commentary from one of our Academic Trustees – the best thinkers, teachers, and researchers in marketing today.
Understanding the Value of Stories in Experiential ReviewsDec 15, 2017 Tom van Laer, Stephan Ludwig, and Jennifer Edson Escalas, 2017, 17-127
Like all good stories, experiential reviews encompass characters, plot, and genre. An analysis of TripAdvisor data shows how these narrative building blocks influence consumer behavior.
Brand Success Through Coolness and AuthenticityNov 08, 2017 Margaret C. Campbell, University of Colorado-Boulder
Meg Campbell will discuss how autonomy and authenticity influence coolness and how firms can draw upon each of these to build strong brands.
Marketing at a Privacy CrossroadsNov 03, 2017 Jonathan Avila, Chief Privacy Officer, Walmart
Jonathan Avila will explore potential points of privacy friction and suggest how consumer research and marketing can enhance the consumer experience by avoiding collision with emerging legal norms and consumer privacy expectations.
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