_Poster: Increasing Consumer Engagement with Firm-Generated Social Media ContentMar 12, 2020 Eugene Pavlov, University of Washington
_Poster: The Impact of the Sharing Economy on Firms and CitiesMar 12, 2020 Davide Proserpio, University of Southern California
Reviews can affect firms' economic outcomes such a sales and revenue; social media platforms are providing firms with new ways of reaching and advertising to consumers; and peer-to-peer platforms such as Airbnb and Uber–often referred to as the sharing economy–are creating a new type of competition for long-established industries such as the hotel and taxi industry.
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.
How to Mine Social Media for Consumer InsightsMar 06, 2020
David Schweidel, Emory University
David Schweidel, Emory University, teaches how marketers can leverage social media data to derive customer insights. He discusses how consumers’ social media activity can be used to evaluate marketing efforts, monitor brand health, and craft content for brands’ social media posts.
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…
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