The Evolving Landscape of Martech and Advertising
What Drives Sharing of Online Digital Content? The Case of YouTube Video Ads on Social MediaFeb 14, 2019 Gerard J. Tellis and Deborah J. MacInnis, University of Southern California, Seshadri Tirunillai, and Yanwei Zhang, 2019, 19-110-02
What drives consumers to share online digital content? Several studies suggest do's and don'ts for marketers aiming to develop the next viral video. Importantly, one study showed that viral videos can drive up stock prices, perhaps because the buzz they generate makes people want to invest in the company.
Measuring the Impact of a Single Negative Consumer Review on Online Search and Purchase Decisions Through a Quasi-Natural ExperimentJan 17, 2019 Marton Varga and Paulo Albuquerque, 2019, 19-103-01
A retailer's "newest first" review display policy enabled researchers to quantify the impact of just one bad product review. In technology and home and garden products, the detrimental impact of encountering a single critical opinion was two-fold: on average, the probability of continuing search to competitors increased by 10.5%, while the purchase probability of the product dropped by 18.3%.
Market Positioning Using Cross-Reward Effects in a Coalition Loyalty ProgramJan 9, 2019 Valeria Stourm, Eric T. Bradlow, and Peter S. Fader, 2019, 19-101-01
Guidance for managers who want to understand tensions and synergies in coalition loyalty programs. Using data on purchase incidence across 40 stores, researchers model cross-reward effects and "map" the market structure of partner stores.
Advertising and Brand Attitudes: Evidence from 575 Brands over Five YearsDec 11, 2018 Rex Yuxing Du, Mingyu Joo, and Kenneth C. Wilbur, 2018, 18-138
Can brand attitudes be a reliable measure of ad effectiveness? Researchers examine a unique dataset of 575 established brands from 37 industries over five years, merging weekly brand attitude survey data with weekly advertising expenditure data. Their findings offer empirical guidance on using data for important practical questions: whether to advertise, how much to spend, and how to allocate ad budgets.
The Benefits Across Devices of Mobile Search AdvertisingNov 16, 2018 Michelle Andrews, Emory University
Marketers are spending more money on mobile search advertising, but consumers make most of their digital purchases on larger devices. Can mobile reap cross-device benefits?
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