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Full-Text Articles in Business
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 …
Do Marketing Media Have Life Cycles? The Case Of Product Placement In Movies, Ekaterina Karniouchina, Can Uslay, Grigori Erenburg
Do Marketing Media Have Life Cycles? The Case Of Product Placement In Movies, Ekaterina Karniouchina, Can Uslay, Grigori Erenburg
Business Faculty Articles and Research
This article examines the economic worth of product placement in movies over a time span of 40 years (1968-2007). The authors find an inverted U-shaped relationship between the year of the movie release and the returns associated with product placements. In addition, a similar inverted U-shaped relationship characterizes the economic worth of tie-in campaigns associated with product placements. These findings are consistent with the habituation tedium theory used to explain the inverted U-shaped pattern in response to novel advertisements and suggest that the same mechanism could be influencing the response to an entire marketing medium. Overall, the results reinforce the …