Marketing Topics

Social Media Intelligence

Wendy Moe, University of Maryland

Wendy Moe of University of Maryland discusses recent findings on users’ online social media behavior at MSI conference "Social Media and Social Networks: What Are They Good For?" held in Boston, MA on December 3-4, 2013.

Beyond Likes and Tweets: Marketing, Social Media Content, and Store Performance

Analyzes the short-term and long-term effects of social media word-of-mouth conversation content on physical store and online store traffic for a major clothing retailer, using vector autoregression (VAR) model.

How Social Media Drives Brand Engagement and Sales

With two years of Twitter data, researchers connect the dots to consumer engagement and brand sales.

Mining the gold of social TV data

University of Pennsylvania’s Shawndra Hill has conducted some of the first academic studies that link social media strategies to online content and sales in real time.

The Surprising Social Benefits of Digital Content Interactions

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.