Consumers are willing to buy multiple formats of content when they can count on consistent quality and use the formats in different ways.
Research by Bruce Golden
Surgeons discharge patients to ensure that their surgeries will not be cancelled for a lack of recovery beds.
When a video of unhygienic behavior by a Domino’s Pizza employee went viral on YouTube and came to the attention of bloggers nationwide, company management turned to Twitter to address the issue and ease its customers’ food safety concerns. The episode was a graphic (revoltingly graphic!) depiction of the way online communities and the content they create have the power to boost a company’s sales and reputation, or sink it
Look for more big-impact research from Smith faculty in the area of social media. The following working papers are available on SSRN. Contact individual faculty members for more information about their specific area of study.