Marketing Topics

Discrimination in Service

Providing differential service based on a customer’s group identity may seem profitable in the short term, but agent-based modeling shows that this damages service demand and profits over time. Because of strong word-of-mouth effects, consumers can learn from each other which firms are unlikely to provide favorable service conditions to them, and can switch their preferences to competitive alternatives.

Battle of the Brand Fans: Brand Attack and Defense on Social Media

Koen Pauwels will present his research in the social media domain, with a focus on what marketers should be listening for and how they can take action based on that information.

Liars! Detecting Fictitious Product Reviews via a Combination of Automatic Text Analysis and Experiments

Webinar featuring Ann Kronrod, University of Massachusetts, Lowell

Fraudulent user-generated content is harmful for both consumers and marketers and increases uncertainty about consumption experiences and offerings. 

Reinventing Business

Sunil Gupta will discuss how the rules of business are changing and how firms can successfully navigate the digital transition to strengthen their core and build for the future at the same time.

Effects of Streaming on Consumption

Insights from the music industry