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Now showing items 11-20 of 21
No comment?! The drivers of reactions to online posts in professional groups
(Elsevier, 2016-08)
Social media has moved beyond personal friendships to professional interactions in high-knowledge industries. In particular, online discussion forums are sponsored by firms aiming to position themselves as thought-leaders, ...
Do display ads influence search? Attribution and dynamics in online advertising
(Elsevier, 2016-09)
As firms increasingly rely on online media to acquire consumers, marketing managers rely on online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online advertising metrics ...
Time-series models of pricing the impact of marketing on firm value
(Edward Edgar Publishing, 2012-05)
N/A
Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance
(Elsevier, 2016-09)
Electronic word-of-mouth (eWOM) is often tracked in volume and valence metrics, but the topic of conversation may vary from the brand to its advertising to purchase statements. How do these different topics affect company ...
Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity
(Springer International Publishing, 2016-07)
This study investigates the effects of consumer activity in online media (paid, owned, and earned) on sales and their interdependencies with the traditional marketing mix elements of price, advertising and distribution. ...
The hare and the tortoise: do earlier adopters of online channels purchase more?
(Elsevier, 2015-06)
Earlier adopters of a product or service tend to be more valuable than later adopters. Does this empirical generalization equally apply to earlier adopters of a multichannel retailer's new online channel too? This study ...
Social media metrics - A framework and guidelines for managing social media
(Elsevier, 2013-11)
Social media are becoming ubiquitous and need to be managed like all other forms of media that organizations employ to meet their goals. However, social media are fundamentally different from any traditional or other online ...
How online consumer segments differ in long-term marketing effectiveness
(Elsevier, 2014-11)
Online commerce gives companies not only a growing global sales platform, but also powerful consumers enjoying 24/7 availability, choice proliferation and the power to opt in and out permission-based communication. ...
Fanning the flames? How media coverage of a price war affects retailers, consumers, and investors
(American Marketing Association, 2015-10)
This article explores how media coverage of a price war affects customer, retailer, and investor reactions over time. Using data covering a Dutch supermarket price war (2003–2005), the authors find that price reductions, ...
The formation, evolution and replacement of price-quality relationships
(Springer Science+Business Media, 2016-01)
This paper develops a theoretical framework to address how dynamic competitive interactions and customer preferences change the observed relationship between market price and quality, and it offers an empirical framework ...
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