MSI Competition Winners Investigate Social Media Marketing

May 29, 2014

MSI is pleased to announce the winners of our research proposal competition, “Social Interactions and Social Media Marketing.” Sixty-two high-quality research proposals were submitted. The competition review panel selected 22 outstanding submissions as the competition award winners. All of the competition winners have been awarded MSI research grants to help support their work.


  • Samuel D. Bond, Stephen X. He, and Wen Wen, “How the Sharing of Others Affects Our Own: The Role of Discrete Motivations”
  • Hannes Datta, “From Purchase to Access: The Effects of Consumers’ Adoption of Social Streaming Platforms on Product and Platform Usage and Revenue”
  • George D. Deitz, Marla Royne Stafford, and Alexa Fox, “It’s Just Semantics: A Multi-Method Psycholinguistic Investigation of Language Effects in Online Customer Reviews”
  • Tomer Geva and Gal Oestreicher-Singer, “Do Customers Speak Their Minds? Using Social Media and Search Data for Predicting Sales”
  • Chris Hydock, Anne Wilson, and Kurt Carlson, “Advancing Consumer Engagement by Anthropomorphizing Brands on Social Media”
  • Behice E. Ilhan, Robert V. Kozinets, and Cele C. Otnes, “50 Shades of Engagement: Transmedial Brand Engagement as Narrative Consumption Practices”
  • Behice E. Ilhan and Koen Pauwels, “Dancing with the Enemy: Broadened Understanding of Engagement in Duello Brands”
  • Ramkumar Janakiraman, Ashish Kumar, Ram Bezawada, Rishika Rishika, and P.K. Kannan, “The Effects of Firm Generated Content in Social Media on Customer Behavior: Evidence from Field Research”
  • Anne-Madeleine Kranzbühler and Mirella Kleijnen, “Moments That Matter: The Impact of Online Social Interaction on the Customer Journey”
  • Ann Kronrod and Sonya Y. Song, “Combining Automatic Text Analysis and Experimental Design to Detect Sincerity in Social Media Content”
  • Chen Lin, Yuxin Chen, and Jeongwen Chiang, “The Optimal Design of So-Lo-Mo Marketing”
  • Moshik Miller, Dylan Walker, Jacob Goldenberg, and Lev Muchnik, “The Twitter Spillover Effect: Measuring the Influence of TV Commercials on Online Shopping”
  • Tejvir Sekhon, Barbara Bickart, and Susan Fournier, “Understanding Brand Mentions on Social Media and Their Impact on Brand Perceptions”
  • Keith Smith and John Hulland, “Creating a New Connection: Marketing Influences on Co-Creation Network Change”
  • Yacheng Sun and Xiaojing Dong, “An Empirical Investigation of the Contribution and Usage of Social Reviews”
  • Tianshu Sun and Siva Viswanathan, “Understanding the Impact of Message Design on Online Social Interactions: A Randomized Field Experiment”
  • Seshadri Tirunillai, Aarti S. Ivanic, Utpal Dholakia, and Suresh Ramanathan, “How Tight Should the Reins Be? Assessing the Role of Governance Structures in the Evolution of a Vibrant Social Media Platform”
  • Lotte M. Willemsen, Guda van Noort, and Peeter Verlegh, “Predicting Firestorms: Using Protest Frames to Understand Negative Electronic Word of Mouth”
  • Elanor F. Williams and Mary Steffel, “Does Sharing Signal Caring? Asymmetric Interpretations of the Informativeness of Own and Others’ Social Media Communications”
  • Lior Zalmanson and Gal Oestreicher-Singer, “Increasing Willingness to Pay through Social Media Engagement – A Series of Controlled Web Experiments”
  • Georgios Zervas, Yakov Bart, Shuba Srinivasan, and Chris Dellarocas, “Social Sharing vs. Ratings and Reviews: Driving Consumer Conversion and Engagement in E-Commerce Sites”
  • Yanwei Zhang and Gerard J. Tellis, “Understanding Virality of YouTube Video Ads: Patterns, Drivers, and Effects”

A distinguished panel of scholars selected the competition winners:
Co-Chairs: Cait Lamberton and Andrew Stephen, University of Pittsburgh, and Donald R. Lehmann, Columbia University
Jonah Berger, University of Pennsylvania
Michael Braun, Southern Methodist University
Jacob Goldenberg, IDC Herzliya
Donna Hoffman, George Washington University
Zsolt Katona, University of California at Berkeley
Kevin Lane Keller, Dartmouth College
Rob Kozinets, York University
Dina Mayzlin, University of Southern California
Wendy Moe, University of Maryland
Sarah Moore, University of Alberta
Debora Thompson, Georgetown University
Michael Trusov, University of Maryland
Christophe Van den Bulte, University of Pennsylvania

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