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: February 2020

Institutions: KEDGE Business School    University of St. Gallen    Babson College    University of Melbourne, Australia   

Most major firms have online brand communities to reinforce their connections with customers and increase their reputation, brand patronage and customer spending. These online communities offer satisfied customers the ability…

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: August 2019

Institutions: University of Calabria    University of Gloucestershire    Örebro University    Tampere University of Technology   

Business-to-business (B2B) companies differ from business-to-consumer (B2C) companies in many ways. B2B company products are often more complex and require greater lead times to produce, there are fewer customers, and…

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: 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…

Idea posted: August 2015

Institutions: Washington University Olin Business School    The Wharton School of the University of Pennsylvania    University of Toronto Rotman School of Management   

While material purchases are purchases of tangible products that one intends to keep, experiential purchases are purchases of products that must be experienced. Restaurant meals, movies, or vacations are examples…