All Reports
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Customer Engagement in Social Media Platforms: Findings from a Longitudinal Field Experiment
Feb 14, 2020 Aarti S. Ivanic, Seshadri Tirunillai, Suresh Ramanathan, and Utpal Dholakia, 2020, 20-103Consumer participation in social media has increased over the last decade with significant financial benefits for firms. However, while individuals may join…
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The Impact of Nutrition Claims on SKU Choice: An Investigation of the Moderating Impact of SKU and Category Characteristics
Jan 17, 2020 Niels Holtrop, Kathleen Cleeren, Kelly Geyskens, and Peter Verhoef, 2020, 20-102About 30% of food and beverages carry nutrition claims. How do they influence grocery shoppers' choice in actual choice contexts when they encounter a large variety of SKUs and lots of information? This study investigates purchases across 1,765 SKUs in 29 food categories.
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Satisfaction Surveys or Online Sentiment: Which Best Predicts Firm Performance?
Jan 6, 2020 Evert de Haan, 2020, 20-101Customer satisfaction is an important driver and predictor of purchase behavior and firm performance. Managers traditionally use customer satisfaction surveys…
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Generalizable and Robust TV Advertising Effects
Jan 3, 2020 Bradley T. Shapiro, Günter J. Hitsch, and Anna E. Tuchman, 2020, 20-100How much does advertising generally work? Less than the published literature shows, according to this study. Researchers used Nielsen data to estimate advertising elasticities brand by brand, carefully controlling for confounding factors. Their findings offer an important caution to decision makers.
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Drowning in Metrics: How Managers Select and Trade-off Metrics for Making Marketing Budgetary Decisions
Dec 10, 2019 Ofer Mintz, Yakov Bart, Peter Lenk, and David J. Reibstein, 2019, 19-135How are managers navigating in the sea of metrics now available for decision making? This framework captures managerial preferences and trade-offs in different business contexts. The results can be used to build customized dashboards to improve managerial decision quality.