Customer Relationships and Experiences
Understanding the (Negative and Positive) Effects of Gamification for CompaniesMay 8, 2020 René Eppmann, Magdalena Bekk, Kristina Klein, and Franziska Völckner, 2020, 20-114
Gamification is popular, but this study suggests that marketers should proceed with caution before using game elements to engage consumers with their brands. For highly trusted brands, the distraction of gamification can reduce consumer attention to product information.
Privacy and Market Concentration: Intended and Unintended Consequences of the GDPRApr 13, 2020 Garrett A. Johnson and Scott K. Shriver, 2020, 20-111
The EU General Data Protection Regulation increased the operational costs and legal liability of large-scale personal data processing. This analysis shows the nuanced effects of the 2018 initiative: reduced data sharing online, but increased market concentration of the largest vendors, particularly Google and Facebook.
The Social Characteristics Driving Mobile Response to StrangersMar 30, 2020 Jayson S. Jia, Xianchi Dai, and Jianmin Jia , 2020, 20-108
Conventional wisdom is that influencers with higher social status – celebrities, bloggers, key opinion leaders -- are more effective at promoting products such as luxury goods. But this study suggests that if marketers want wide reach in social networks, they should promote their brand messages via lower-status individuals to other lower-status individuals.
Win Customers in an Era of Endless DisruptionMar 18, 2020 Barbara Kahn, University of Pennsylvania
Barbara Kahn presents the "Kahn Retailing Success Matrix" which provides a framework that any company can use to create a competitive strategy to survive and thrive in today's – and tomorrow's disruptive environment.
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.
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