MSI Highlights Articles on Customer Experience, Binge Watching, and eWOM

Marilyn Stone and Matt Weingarden, Curators
Academic
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Key Takeaways

​What? Wendy Moe from University of Maryland identifid three must read articles for marketers.

So What? Those articles all came from AMA Journals and focused on new challenges in the digital era.

Now What? Marketers should check out the associated article snapshots and look for the full articles on journals.ama.org

​In mid-September, Wendy Moe, Professor of Marketing at the University of Maryland, identified three articles that she views as must reads for marketers in the field. From the MSI article:

"As organizations are collecting more and more data on their customers, the challenge of extracting actionable insights is becoming more daunting," she says. "The key to overcoming this challenge is to focus on fundamental marketing questions and to design the data analysis around answering those questions. Below are three articles that move us forward on that path."

All the selected articles come from AMA published journals and focus on question of electronic word-of-mouth (eWOM) sales, customer experience/customer journey, and binge watching/advertising. AMA staff briefly included highlights from the article here, but the full article is available via MSI.org.

The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors, by Ana Babić Rosario, Francesca Sotgiu, Kristine De Valck, and Tammo H.A. Bijmolt (2016), Journal of Marketing Research 

Sales effectiveness of electronic word of mouth (eWOM) differs across online platforms, product characteristics, and eWOM metrics, such that eWOM on e-commerce sites, about newly introduced tangible goods, and measured in terms of volume (e.g., number of reviews) is most effective.

Understanding Customer Experience throughout the Customer Journey, by Katherine N. Lemon and Peter C. Verhoef (2016), Journal of Marketing

An overview of what is known about customer experience and the overall customer journey from many aspects of marketing, including customer satisfaction, customer management, service quality, and relationship marketing, in addition to specific research on customer experience.

Binge Watching and Advertising, by David Schweidel and Wendy Moe (2016), Journal of Marketing

This new research supports existing knowledge about binge watching, but also provides evidence that binge watching on streaming services like Hulu result in decreased advertising responsiveness. 

Read Professor Moe's complete obversations at MSI.org


Read the Article Snapshots here:
The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors Understanding Customer Experience Throughout the Customer Journey Binge Watching and Advertising

The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors

Understanding the Customer Experience Throughout the Customer Journey​

Binge Watching and Advertising



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Marilyn Stone and Matt Weingarden, Curators
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