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...

This article reviews recently published research about consumers in digital and social media marketing settings. Five themes are identified: (i) consumer digital culture, (ii) responses to digital advertising, (iii) effects of digital environments on consumer behavior, (iv) mobile environments,...

This research tests the hypothesis that being busy increases motivation and reduces the time it takes to complete tasks for which people miss a deadline. This effect occurs because busy people tend to perceive that they are using their time effectively, which mitigates the sense of failure...

Today’s consumers are immersed in a vast and complex array of networks. Each network features an interconnected mesh of people and firms, and now, with the rise of the Internet of Things (IoT), also objects. Technology (particularly mobile devices) enables such connections, and facilitates...

Does your company have consumer data it isn’t legally authorized to possess? Don’t be too quick to answer. Many ethical, lawfully-managed businesses do have such data and it comes from a surprising source: their customers, who inadvertently share the personal data of their peers, such as...

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,...