When Humor Backfires: Revisiting the Relationship Between Humorous Marketing and Brand AttitudeDec 12, 2013 Caleb Warren and A. Peter McGraw, 2013, 13-124
Investigates whether humorous marketing communications can harm brand attitudes by eliciting negative feelings; tests a framework to explain which humor attempts are most likely to harm consumers' attitudes towards the brand.
The Surprising Social Benefits of Digital Content InteractionsNov 20, 2013
Interacting with others in social media makes people feel more connected to others, and recent research by George Washington University professors Donna Hoffman and Thomas Novak shows that interactions with digital content can have a similar effect.
Are Celebrity Product Endorsements Worth the Investment?Sep 27, 2013
Many companies question the value of celebrity endorsements. Research published in Marketing Science demonstrates that the right endorser with good fit and appeal can be profitable.
Broadcasting and Narrowcasting: How Audience Size Impacts What People ShareAug 20, 2013 Alixandra Barasch and Jonah Berger, 2013, 13-116
In five experimental studies, investigates how audience size influences word-of-mouth content via shifts in sharer focus.
Investigating the Performance of Budget Allocation Rules: A Monte Carlo StudyJul 23, 2013 Marc Fischer, Nils Wagner, and Sönke Albers, 2013, 13-114
In an experimental simulation study, investigates the performance of four marketing budget allocation methods to maximize discounted portfolio profit over a five-period planning horizon.
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