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.
Tools for Understanding Consumer CultureMar 06, 2020
Sharon Shavitt, University of Illinois, Urbana-Champaign
Sharon Shavitt, University of Illinois at Urbana-Champaign, presents research findings and insights to help marketers develop strategies that work in diverse cultures, based on understanding global and regional cultural differences.
How to Use the “4 Minds” Framework of Customer Decision Making for Business ImpactMar 04, 2020
Ryan Hamilton, Emory University
Emory University Professor Ryan Hamilton presents the "4 Minds" framework -- a practical tool for understanding and applying the science of decision making to better anticipate needs and serve customers.
The Modern Consumer & Customer Experience ImperativeFeb 27, 2020 Bonnie Holub, Managing Partner, Practice Lead, Data Science, Teradata
Companies today are relying more and more on advanced analytics and the power of machine learning to evolve from marketing products to delivering experiences.
The Impact of Nutrition Claims on SKU Choice: An Investigation of the Moderating Impact of SKU and Category CharacteristicsJan 17, 2020 Niels Holtrop, Kathleen Cleeren, Kelly Geyskens, and Peter Verhoef, 2020, 20-102
About 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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