Building the B[r]and: Using Social Media to Drive Customer Engagement and Sales

Smith professors Yogesh Joshi, Bill Rand and Louiqa Raschid were winners of an MSI grant for their proposal “Building the B[r]and: Using Social Media to Drive Customer Engagement and Sales.”

A distinguished panel of reviewers from around the world selected seven winning proposals from 37 high-quality submissions in the MSI competition on “Challenges of Communications and Branding in a Digital Era.”

The other six winning proposals were on topics ranging from traditional vs. sponsored search advertising; why people use social media and the phenomenon of brand building through Facebook pages. Full research topics and the winning authors can be found on the MSI news page.