Keyword Selection Strategies in Search Engine Optimization: How Relevant Is Relevance?Mar 4, 2019 Mayank Nagpal and J. Andrew Petersen, 2019, 19-113-03
SEO managers use simple heuristics to identify appropriate keywords for web content creation, i.e., high search volume and low competition. This study offers more-nuanced guidance for keyword selection decisions.
Pricing Power: Measures, Trends and Influences on Firm ValueMar 4, 2019 Yang Pan, Thomas S. Gruca, and Lopo Rego, 2019, 19-112-03
This study identifies two new value-relevant metrics for managers: the ability to charge prices above marginal cost and the ability to raise prices without losing business.
The Manipulative Art of Pre-Service Tip ElicitationFeb 15, 2019 Nathan B. Warren, Sara Hanson, and Hong Yuan , 2019, 19-111-02
Managers should be careful with new tip-requesting technology. In online delivery, quick-service food, and beauty service settings, requesting a tip before (versus after) completing a service reduced return intentions, diminished word of mouth, lowered online ratings, and resulted in smaller tips.
What Drives Sharing of Online Digital Content? The Case of YouTube Video Ads on Social MediaFeb 14, 2019 Gerard J. Tellis, Deborah J. MacInnis, Seshadri Tirunillai, and Yanwei Zhang, 2019, 19-110-02
What influences video ad-sharing across social media? This study suggests some do's and don'ts for marketers aiming to develop the next viral video.
How Mobile Self-Scanning Use Influences Consumers’ Grocery PurchasesFeb 13, 2019 Maya Vuegen, Anne Ter Braak, Lien Lamey, and Kusum L. Ailawadi, 2019, 19-109-02
As grocery retailers experiment with mobile self-scanners, this study shows that the spending feedback they offer seems to encourage shoppers to stretch their budget with private labels.