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- Peer Influence (3)
- Social Contagion (3)
- Social Networks (3)
- Information Systems (2)
- Randomized Experiment (2)
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- Viral Marketing (2)
- Advertising (1)
- Advertisment (1)
- Alternative marketing communications (1)
- Causality (1)
- Consumer generated content (1)
- Consumerism (1)
- Duplicity (1)
- Endogeneity (1)
- Event analysis (1)
- Influencer marketing (1)
- Mad Money with Jim Cramer (1)
- Marketing-finance interface (1)
- Native advertising (1)
- Randomized Experiments (1)
- Targeted marketing (1)
- Television stock recommendations (1)
- Video Technology (1)
Articles 1 - 6 of 6
Full-Text Articles in Marketing
Duplicity In Alternative Marketing Communications, Cristina Nistor, Taylan Yalcin, Ekin Pehlivan
Duplicity In Alternative Marketing Communications, Cristina Nistor, Taylan Yalcin, Ekin Pehlivan
Business Faculty Articles and Research
In the past couple of decades, following the advancements in communication technologies, alternative marketing communications such as consumer generated content, influencer marketing and native advertising, have emerged as a viable and gainful tactic. These alternative marketing communications blur the boundaries between the roles of consumer and marketer. The possibility of duplicity and deception in marketing relationships is fueled by the ambiguity of these roles and the lack of clarity in persuasion knowledge when alternative marketing communications are utilized. In this paper, we illustrate the various types of duplicity in marketing relationships that use alternative marketing communications. We adopt a conceptual …
Tie Strength, Embeddedness, And Social Influence: A Large-Scale Networked Experiment, Sinan Aral, Dylan Walker
Tie Strength, Embeddedness, And Social Influence: A Large-Scale Networked Experiment, Sinan Aral, Dylan Walker
Business Faculty Articles and Research
We leverage the newly emerging business analytical capability to rapidly deploy and iterate large-scale, microlevel, in vivo randomized experiments to understand how social influence in networks impacts consumer demand. Understanding peer influence is critical to estimating product demand and diffusion, creating effective viral marketing, and designing “network interventions” to promote positive social change. But several statistical challenges make it difficult to econometrically identify peer influence in networks. Though some recent studies use experiments to identify influence, they have not investigated the social or structural conditions under which influence is strongest. By randomly manipulating messages sent by adopters of a Facebook …
Identifying Social Influence In Networks Using Randomized Experiments, Sinan Aral, Dylan Walker
Identifying Social Influence In Networks Using Randomized Experiments, Sinan Aral, Dylan Walker
Business Faculty Articles and Research
The recent availability of massive amounts of networked data generated by email, instant messaging, mobile phone communications, micro blogs, and online social networks is enabling studies of population-level human interaction on scales orders of magnitude greater than what was previously possible.1'2 One important goal of applying statistical inference techniques to large networked datasets is to understand how behavioral contagions spread in human social networks. More precisely, understanding how people influence or are influenced by their peers can help us understand the ebb and flow of market trends, product adoption and diffusion, the spread of health behaviors such as smoking and …
Creating Social Contagion Through Viral Product Design: A Randomized Trial Of Peer Influence In Networks, Sinan Aral, Dylan Walker
Creating Social Contagion Through Viral Product Design: A Randomized Trial Of Peer Influence In Networks, Sinan Aral, Dylan Walker
Business Faculty Articles and Research
We examine how firms can create word-of-mouth peer influence and social contagion by designing viral features into their products and marketing campaigns. To econometrically identify the effectiveness of different viral features in creating social contagion, we designed and conducted a randomized field experiment involving the 1.4 million friends of 9,687 experimental users on Facebook.com. We find that viral features generate econometrically identifiable peer influence and social contagion effects. More surprisingly, we find that passive-broadcast viral features generate a 246% increase in peer influence and social contagion, whereas adding active-personalized viral features generate only an additional 98% increase. Although active-personalized viral …
Impact Of Mad Money Stock Recommendations: Merging Financial And Marketing Perspectives, Ekaterina Karniouchina, William L. Moore, Kevin J. Cooney
Impact Of Mad Money Stock Recommendations: Merging Financial And Marketing Perspectives, Ekaterina Karniouchina, William L. Moore, Kevin J. Cooney
Business Faculty Articles and Research
This article relies on advertising and persuasive communications theories to uncover persistent variations in investor response to television stock recommendations targeting naive investors. The authors use an event study methodology to determine the size of the next-day abnormal market reaction to recommendations on Mad Money with Jim Cramer. Although viewers are actively looking for recommendations, the results show that any individual recommendation is still subject to many of the same communication challenges as traditional advertisements. A regression analysis finds that traditional advertising variables, such as message length, recency-primacy effects, information clutter, and source credibility, influence the size of the market …
How Super Are Video Supers? A Test Of Communication Efficacy, Noel Murray, Lalita A. Manrai, Ajay K. Manrai
How Super Are Video Supers? A Test Of Communication Efficacy, Noel Murray, Lalita A. Manrai, Ajay K. Manrai
Business Faculty Articles and Research
Interest in the role of video supers-superimposed video presentations of verbal information-has grouwn among consumers, advertisers, the television networks, and public policymakers, as supers have become prevalent in television commercials. The authors empirically address the communications efficacy of video supers in a sample of 200 different commercials that contain video supers Drawing on a theory of modality effects, the authors examine the comprehensive of video supers relative to commercial content. The authors develop hypotheses and analyze structural determinants of video super comprehension, such as presence of a voice-over, rate of presentation, and presentation size. The findings are supportive of the …