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Platforms rely on the active participation of different kinds of users, each of which must benefit from its participation. With …
Something for Everyone: Shopping through Facebook Shops
08 Wednesday Jul 2020
Category Archives: Chapter 03: Social and Mobile Marketing
New Concert Streaming and Sponsoring Opportunities: The Example of BeApp and Coke
11 Thursday Jun 2020
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When concerts, among other large gatherings, became impossible due to COVID-19, consumers still sought entertainment and a means to connect …
Should Social Media Pay News Sources for Linked Content? Australia Says Yes
05 Friday Jun 2020
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Digital media is more often criticized for spreading false or inaccurate information, rather than dispensing well-researched, hard-hitting journalism. But when …
When Regulations and Marketing Strategies Align: Direct-to-Consumer Drug Sales on Social Media
05 Tuesday May 2020
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The rules for marketing prescription drugs are strict, and even beyond legal limitations, various platforms impose additional rules. For example, …
Marketing Your TikTok Account by … Sleeping?
29 Wednesday Apr 2020
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Although a lot of the examples we use in these abstracts refer to companies conducting marketing campaigns for their products, …
With AI, Starbucks Is Making More Human Connections with Its Most Important Stakeholders
26 Wednesday Feb 2020
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Deep Brew is not the latest coffee blend from Starbucks, though you might be forgiven for thinking so. Instead, it …
Getting to Gamers: In-Game Marketing and Sponsorship Options
30 Thursday Jan 2020
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What television was to previous generations of consumers, it appears gaming is to today’s buyers. Notably, among men younger than …
In Reviews, 5 Stars Might Not Be the Best Rating: Gauging Accuracy and Fraud on Review Sites
08 Wednesday Jan 2020
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When users seek out reviews, such as on the platforms provided by Amazon, Yelp, TripAdvisor, and other familiar sources, they …
Are Algorithms Discriminatory? Questions About How Facebook Targets Advertising
26 Wednesday Jun 2019
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The sophisticated algorithms that Facebook and other digital platforms use to segment consumers are widely touted as benefits for advertisers …
Making a First Impression in Less than the First Second: New Evidence About Mobile Marketing
29 Wednesday May 2019
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We know that the speed of mobile is fast, but recent evidence reinforces just how quickly it moves when it …
