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.
Influencing Customer Opt-In and Opt-OutApr 07, 2015
Marketers should avoid over-marketing to customers who have joined a permission-based email program.
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.
Marketing StorytellingNov 17, 2014 Andrew J. England, Executive Vice President, Chief Marketing Officer, MillerCoors
Andy England shares stories about consumers, about beer, and about how marketing organizations need to change to meet the needs of the next generation of consumers.
How Marketers Can Optimize Their Multichannel Media MixSep 08, 2014
“The question of ‘which channel should the firm push sales to?’ does not have a straightforward answer,” says Emory Prof. Sandy Jap. “Simply pushing sales to the most profitable channel overlooks marketing spillovers that may drive very different sales lift patterns in other channels.”
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