Two equally funny advertisements can have very different effects on consumers' brand attitudes, depending on how humor is used, University of Arizona research shows.
E-commerce platforms, such as Uber and eBay, face the dilemma of what is more lucrative, supporting the needs of the buyers or the sellers. The belief is it is more important to focus on buyers, who create demand, than on sellers. A forthcoming study in the INFORMS journal Marketing Science, sheds new light on this dilemma with the discovery that sellers are 3.5 times more impactful than buyers in driving growth of e-commerce platforms.
A new study from the Naveen Jindal School of Management at UT Dallas assesses the impact of Facebook's granular privacy controls and its effects on user disclosure behavior.
For businesses using social media, posts with high engagement have the greatest impact on customer spending, according to new research from the University at Buffalo School of Management.
An INSEAD study shows the ways firms in tightly controlled countries are being pressured by cyber activists and how they should respond.
The new research focuses on the concept of agent animation - self-directed motion of a brand logo that makes it feel alive. Think of the Pixar lamp burying the letter 'I' by jumping on it. Why aren't more brands being brought to life through agent animation? What's the upside with giving a brand its own personality? Low usage means there's 'first-mover' opportunity for some companies, but only if the brand is already aligned with dynamism.
People use different criteria when they're searching for a gift than when they are buying for themselves. New research identifies the cues that encourage purchases in each situation.
Fake reviews do nothing for the confidence of customers buying products and services online, they also damage company reputations and can lead to ill feeling about the online marketplace itself. Now, researchers in China have devised an algorithm to help weed out fake reviews on ecommerce sites. They publish details this month in the International Journal of Services Operations and Informatics.
Food shoppers associate qualities of healthfulness and taste with the color of the packaging, so manufacturers must understand what light versus dark colors mean to buyers.
A meta-analysis of research on the effects of music, scent, and color in shopping environments produces guidance on how and when these stimuli are effective.