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  The Research Behind Influencer Marketing

  by Jacob Goldenberg, Andreas Lanz, Daniel Shapira, and Florian Stahl The influencer endorsement market more than doubled from 2019 to 2021, growing from $6.5 billion to $13.8 billion (Statista 2021). User-generated content networks like Instagram, LinkedIn, SoundCloud, Twitter, and YouTube fueled the growth as they transformed the customer targeting, acquisition, and retention process. Influencers and […]

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  Crowdsourcing for Marketing Success

  By Darren W. Dahl and Reto Hofstetter The term “crowdsourcing” was first defined in 2005 by the editors of Wired magazine to describe how organizations began leveraging internet users to outsource tasks. Over the years, the notion has been defined in a variety of ways (e.g., crowdfunding, crowdvoting, and crowdsolving), with specific application to business, […]

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  Three Ways to Engage Consumers for Sustainable Consumption

  By Karen Page Winterich Companies have remained committed to sustainability even as the economy has been upended by the COVID-19 pandemic. Some have further emphasized sustainability initiatives, recognizing they are key to a resilient business. Consumers agree. A global survey found that 40% of more than 13,000 consumers believe sustainability has become more important in […]

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  Epicurean Food Marketing

  By Pierre Chandon Food marketing works too well. It has created and pushed a vast variety of cheap, delicious, convenient food products, invariably claiming to be healthy but contributing to a worldwide obesity epidemic with consequences ranging from increased vulnerability to SARS-CoV-2 (Popkin et al. 2020) to stigmatizing overweight children (Tomiyama et al. 2018). While […]

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  Multitouch Attribution in the Customer Purchase Journey

  By P.K. Kannan and Hongshuang (Alice) Li Online marketing channels have proliferated widely during the past two decades. They now complement traditional offline outlets but also draw significant marketing dollars away from offline channels. Given the myriad purchasing options customers encounter today, their omnichannel journey can be long and winding. Customers often encounter multiple marketing […]

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  Dollars and Scents

  By Maureen Morrin Retailers face unprecedented challenges in today’s marketplace. Traditional brick-and-mortar retailers, who rely on in-store shoppers to generate sales, now find it especially difficult to compete with online retailers like Amazon, which offer a variety of merchandise and the ease of shopping from home. If online sellers offer many of the same goods […]

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  Shared Consumption Experiences

  By Rebecca W. Hamilton Nearly 70% of U.S. adults go to movies, sporting events, and museums every year, and consumers are more likely to engage in public leisure activities in the company of friends or family than alone (Ratner and Hamilton 2015). Some estimates suggest more than 90% of movie visits occur with others, and […]

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  How Politics Shapes Consumption Behavior

  By Nailya Ordabayeva, Daniel Fernandes, Kyuhong Han, and Jihye Jung Political issues have become a significant part of consumers’ lives. From gun control to the climate crisis and #BlackLivesMatter, political issues dominate the headlines and divide opinions more than ever. Indeed, political polarization in opinions towards various issues (such as government regulation, immigration, and environmental […]

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  The Real Value of Facebook Likes

  By Anatoli Colicev Brands invested more than $89 billion in social media marketing in 2019 alone. And social media investments are only expected to grow. Many firms justify investments in social media by showing its effect on brand attitudes, sales, and stock market value. To measure the effects, marketing professionals rely on various metrics. Facebook […]

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  Customer Satisfaction: An Organizing Framework for Strategy

  By Shrihari Sridhar and Roger Best Today’s CEOs are under intense internal and competitive pressure to drive strategy in a way that grows sales, margins, and shareholder value. But frameworks like mission/vision/values statements, strength and weakness analyses, cataloging opportunities and threats, and budget-based approaches can lead executives to greenlight unrelated strategy initiatives that fail to […]

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  Three Ways Nonprofits Grow Revenues

  By Yixing Chen The nonprofit sector contributed more than $1 trillion to the U.S. economy in 2016, 5.6% of the country’s gross domestic product, according to a recent National Center for Charitable Statistics brief. In 2019, U.S. charities raised an estimated $449.6 billion. The funds support nonprofit hospitals, nonprofit professional theaters, public schools, and food […]

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  Two Steps: A Primer on B2B Experiments

  By Mahima Hada The business-to-business economy is almost twice as large as the business-to-consumer economy. Marketing scholars have studied the B2B sector for decades, investigating the impact of firms’ strategic decisions on critical outcomes. For example, Lawrence et al (2019) show investments in online sales channels increase salesperson productivity, and in turn, company profits. While […]

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  Advertising Effectiveness

  By Peter J. Danaher The internet has enabled many business developments, but it has turned media allocation and planning on its head. In traditional mass media like television, advertisers can purchase a commercial slot and expect large audiences. However, many of those reached are not interested in the advertised product or service, so a large […]