Online communities exist in many forms and sizes. Yet, there is limited insight into why some online communities are sustainable, while others disappear. We find that in order to maintain sustainability, online communities exhibit a typical hierarchical social circle structure that balances...

Online communities generate marketing value for both firms and consumers, and their sustainability relies on continuous user engagement. In an environment in which competition for engagement is fierce, digital platforms seemingly favor the use of negative emotion to engage users. Yet, the impact...

Mobile advertising is one of the fastest-growing advertising formats. In 2013, global spending on mobile advertising was approximately $16.7 billion and it is expected to exceed $62.8 billion by 2017. The most prevalent type of mobile advertising is mobile display advertising (MDA), which takes...

Why do consumers avoid creditors when they send messages that put pressure on consumers to repay their debts? This behavior, called creditor avoidance, ultimately hurts consumers but many still engage in it despite it being against their best financial interests. To better understand factors...

The popularity of social media has led to many brands using platforms such as Facebook for marketing communications, typically whereby brands post content (text, images, and/or videos) on their social media pages for their consumer “fans” to see and, hopefully, engage with. Despite the...

This research considers how marketers can encourage or “nudge” consumers to transmit word of mouth (WOM), such as referrals or recommendations to friends, in a manner that helps reach, inform, or influence large numbers of consumers quickly, which is an outcome referred to as faster...