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...

Seeded marketing campaigns (SMCs) involve firms sending product samples to selected customers and encouraging them to spread word of mouth (WOM). Prior research has examined certain aspects of this increasingly popular form of marketing communication, such as seeding strategies and their...

Managers increasingly use social media for marketing research, particularly to monitor what consumers think about brands. Although social media monitoring can provide rich insights into consumer attitudes, marketers typically use it in a backward-looking manner — that is, to measure past...

Marketing has been revolutionized due to the rise of digital media and new forms of electronic communication. In response, academic researchers have attempted to explain consumer- and firm-related phenomena related to digital, social media, and mobile marketing (DSMM). This paper presents a...

Consumers often use luxury products to signal their aspirational selves. In social media, consumers can publicly affiliate with such products and brands virtually without having to physically own them. This research demonstrates how social media can enable consumers to engage with aspirational...

People share billions of pieces of content such as news, videos, and photos through social media every day. Marketers are interested in the extent to which such content propagates and, importantly, which factors make widespread propagation more likely. Extant research considers various factors,...

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...

In the context of user-generated content (UGC), mobile devices have made it easier for consumers to review products and services in a timely manner. In practice, some UGC sites differentiate between reviews posted from mobile versus non-mobile devices. For example, TripAdvisor uses a “via...

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...