Idea posted: June 2023

Institutions: Kellogg School of Management    Northwestern University   

In online question and answer communities, such as the Apple and Google communities of users, or general interest platforms such as Quora, user questions are answered by other users. These…

Idea posted: March 2022

Institutions: Emory University Goizueta Business School   

The Internet age, some argue, heralds “the death of distance.” For example, aside from occasional utilitarian factors, such as shipping costs, geography is irrelevant to a purchasing decision. Unlike physical…

Idea posted: September 2019

Institutions: The Wharton School of the University of Pennsylvania    Stanford Graduate School of Business    Carnegie Mellon University   

From General Motors to the local hair salon, every company, business and organization knows that marketing today inevitably includes social media marketing. Visibility is important: marketers will exert great effort…

Idea posted: July 2019

Institutions: Duke University Fuqua School of Business   

Growth is a top imperative for marketers, according to the latest CMO biannual survey conducted by Duke’s Fuqua School of Business in collaboration with Deloitte LLP and the American Marketing…

Idea posted: March 2018

Institutions: Duke University Fuqua School of Business   

Companies spend 12% of their marketing budget on social media, which is three times more than in 2009. And this trend is only going to accelerate: marketing leaders expect that…

Idea posted: March 2018

Institutions: Rutgers University Business School   

The steadily declining effectiveness of traditional marketing approaches — from advertising to direct mail in the mailbox to email blasts — has been well-documented. Traditional marketing is too often equated…

Idea posted: March 2018

Institutions: UCLA Anderson School of Management    University of Southern California Marshall School of Business    University of Toronto Rotman School of Management   

The popularity of customer review sites such as Yelp and TripAdvisor have turned these sites into an important element of a service company’s marketing package. According to the results of…

Idea posted: April 2016

Institutions: The Wharton School of the University of Pennsylvania   

One of the fastest growing facets of social media marketing is the use of paid endorsers — a fashion blogger, for example, paid by a fashion designer to post a…

Idea posted: October 2015

Institutions: University of Florida Warrington College of Business Administration    University of Chicago Booth School of Business   

Through a series of experiments, two researchers from the University of Chicago (PhD candidate Yanping Tu, now at the University of Florida, and professor Ayelet Fishbach) revealed that the old…