JM Webinar Series: Insights for Managers

Journal of Marketing Editorial Staff
 

 

 
Key Takeaways

Listen to insights from leading Professors discussing their research published in the Journal of Marketing.​

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Time: 1:00 PM - 2:00 PM (Eastern) 
Featured Topics:
Optimizing Video Content for Views and Sales
In-Store Mobile Phone Use and Customer Shopping Behavior​ ​

Register 



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Optimizing Video Content for Views and Sales


Presenters: Savannah Shi, Santa Clara University and Thales Teixeira, Harvard University 

This webinar will report on a breakthrough analytics-based methodology to help marketers edit trailers for online movies, sitcoms, video games, and more for desired emotional impact to drive content viewing and sales. The team, which includes a researcher from Netflix, analyzed viewers as they watched comedy movie trailers, using facial-tracking software to measure emotional response and determine their intent to watch the movies they were shown. The data was used to calibrate a model that explains viewing preferences based on trailer audio-visual scene sequences.

Read the full article: Xuan Liu, Savannah Wei Shi, Thales Teixeira, and Michel Wedel, Video Content Marketing: The Making of Clips. Journal of Marketing: July 2018, Vol. 82, No. 4, pp. 86-101.

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In-Store Mobile Phone Use and Customer Shopping Behavior


Presenters:  Dhruv Grewal, Babson College and Jens Nordfält, Stockholm School of Economics 

 








Retail shoppers use their mobile phones in stores to research items, read reviews and recommendations, and bargain shop. In response, retailers offer mobile apps, digital coupons, and real-time, location-based offers to complement traditional approaches. However, they worry distracted customers will spend less – or not buy at all – if they find better offers online or get too overwhelmed by information. This webinar will report on the findings from an international research team that analyzed the impact of mobile phone use on in-store behavior.

Read the full articleDhruv Grewal, Carl-Philip Ahlbom, Lauren Beitelspacher, Stephanie M. Noble, and Jens Nordfält, In-Store Mobile Phone Use and Customer Shopping Behavior: Evidence from the Field. Journal of Marketing: July 2018, Vol. 82, No. 4, pp. 102-126. 

Register for the webinar​​​


Go to the Journal of Marketing​​​


 
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Journal of Marketing Editorial Staff

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