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
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
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
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
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
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
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
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
We know that the speed of mobile is fast, but recent evidence reinforces just how quickly it moves when it …