Communicating in Real-Time: The Effect of Message Improvisation on Consumer Engagement in Social MediaJun 14, 2017
Webinar featuring research by Sundar Bharadwaj, Myoung-Jin Chae, and Omar Rodriguez-Vila
Omar Rodriguez‐Vila will discuss how marketers can improve real-time messaging to influence customer engagement.
Social Media Management from a Cultural PerspectiveMay 11, 2017
Webinar featuring Ashlee Humphreys, Northwestern University
Based on her recent book Social Media: Enduring Principles, Ashlee Humphreys will present a framework for understanding and addressing the tensions firms face when managing social media in a complex cultural environment.
Social Media Management from a Cultural PerspectiveMay 10, 2017 Ashlee Humphreys, Northwestern University
Ashlee Humphreys will present a framework for understanding and addressing the tensions firms face when managing social media in a complex cultural environment.
There’s No Free Lunch Conversation: The Effect of Brand Advertising on Word of MouthFeb 28, 2017 Mitchell J. Lovett, Renana Peres, and Linli Xu, 2017, 17-103-02
There's a widely held belief that brand advertising can create big consumer brand buzz. This study suggests otherwise.
Effects of Social Networks: Takeaways from the Digital Entertainment IndustryFeb 09, 2017 Elisabeth Honka, University of California, Los Angeles
As consumers socialize and share their experiences with products and services online, it is crucial for companies to understand how their purchase decisions and product engagement are influenced by the experiences and opinions of friends as well as the information generated by the social network as a whole.
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