Automated Electronic Word of Mouth Suggestions from the Firm: Untapped Potential or Inevitable Backlash?Mar 17, 2020 Jonathan M. Beck, Clay M. Voorhees, Paul W. Fombelle, and Katherine N. Lemon, 2020, 20-107
Some marketers worry about backlash to automated digital campaigns, but this study suggests that managers can safely nudge their customers to share pre-generated comments without fear. In fact, the more positive the message, the better: more sharing online and spillover to offline spending.
Divergent Effects of Likes and Comments on Sharing on Social Media: The Role of Implied IntimacyMar 11, 2020 Yuheng Hu and David Gal, 2020, 20-106
Analysis of more than 2.5 million Instagram posts showed that comments from socially distant individuals were associated with less subsequent sharing by recipients. Contextual factors play a big role, so marketers should consider how platform design shapes social sharing among users.
The Incremental Value of Unstructured Data in Predicting Customer ChurnMar 9, 2020 Evert de Haan and Elena Menichelli, 2020, 20-105
Firms collect a lot of unstructured written data from customers. Is there value in collecting, storing, and analyzing this data to improve predictions of customer churn? This study, based on data from 50,000 telecom customers, suggests that the answer is yes.
A Natural Language Processing Approach to Predicting the Persuasiveness of Marketing CommunicationsFeb 21, 2020 Siham El Kihal, A. Selin Atalay, and Florian Ellsaesser, 2020, 20-104
This study uses a natural language processing approach (convolutional neural networks) to measure content and synactic complexity and predict persuasiveness of messaging. Dataset includes 134 debates (with 129,480 sentences on different topics), attitude polls from the audience before and after debates, and a follow-up experiment.
Customer Engagement in Social Media Platforms: Findings from a Longitudinal Field ExperimentFeb 14, 2020 Aarti S. Ivanic, Seshadri Tirunillai, Suresh Ramanathan, and Utpal Dholakia, 2020, 20-103
Consumer participation in social media has increased over the last decade with significant financial benefits for firms. However, while individuals may join…