Customer Relationships and Experiences
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.
Omni-Channel Brand Measurement in 2020Feb 27, 2020 Tom Tang, Vice President, Marketing Analytics, Walmart, Inc.
Leveraging a variety of measurement solutions to quantify the value of brand and how it affects all stages of the funnel, including the incremental value of traditional media such as TV, provides a true understanding of both the financial and customer impact of brand advertising.
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…
Using Account Based Marketing Strategies to Accelerate Key Account Revenue ProductionDec 05, 2019
Wesley J. Johnston, Georgia State University and Craig Apatov & Jip Ingles, Ascension Strategies
This webinar will touch on key strategic best practice principles to leverage ABM to bring personalized thought leadership/lead generation messaging to influencers and decision makers within a set of targeted accounts.
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