Marketing

Calculate the Value of Social Media Buzz

How much is social media buzz worth to your brand? A new working paper, co-authored by Smith School professor Wendy W. Moe, quantifies the value of word-of-mouth mentions in terms of equivalent advertising dollars spent to influence consumers.

Mar 18, 2018
Shield Your Brand From Customer Misbehavior

Smith School professor Amna Kirmani explores how a company's corporate social responsibility activities might influence whether consumers will try to cheat the company.

Mar 14, 2018
Stop Flaunting Your Upscale Brands

If you've got it, don't flaunt it. That's the conclusion Smith School professor Rosellina Ferraro and two colleagues came to when they studied how people display the brands they use. Using brands in a conspicuous manner is a turnoff for many others.

Mar 12, 2018
‘Black Panther’ Isn’t Just a Great Movie; It's Great Marketing

It's not often that a film smashes box office expectations in quite the way that Marvel Studio's "Black Panther" has. But it's not often that a superhero film gets so many things so right – from the screenplay, to the casting, to the marketing, says the Smith School's Henry C. Boyd III.

Feb 22, 2018
Why Fashion Week Still Matters

In an era of social media, where the internet brings far-flung places closer and makes location an almost secondary consideration, there is a week when being in the right place – New York City – still matters. It's Fashion Week."It is precisely because of social media that Fashion Week has become so enduring," says the Smith School's Yajin Wang.

Feb 13, 2018
Why Are Plastic Lego Bricks So Pricey?

Ask anyone who loves those iconic building toys: Lego sets aren't cheap. And those plastic brick sets very rarely go on sale. The Smith School's P.K. Kannan says Lego is part of an elite club of brands that hold their ground on price and quality. 

Dec 06, 2017
Profs Reminisce About Their Best Gifts Ever

The best givers take time to understand their customers, who just might want a Miles Davis poster, shares in the local utility company, a piano or a pocket calculator. 

Nov 15, 2017
Why You’ll Get Over The Ickiness of Amazon Key

"Hell, no," said some on social media, of the new Amazon Key service, which grants delivery people access to your house. But experts predict that what they meant was: “Not yet. But soon, hell, yes.”

Nov 02, 2017
After Trump’s Tweets, a Playbook For the NFL

How should the NFL respond to a pro-Trump political action committee's "Turn Off the NFL" boycott? "The league needs to grab this ball and run it up the field," says the Smith School's Henry C. Boyd III.

Sep 29, 2017
How Toys 'R' Us Can Make a Comeback

It's not "game over" for Toys 'R' Us. Its bankruptcy this week is more of a "timeout." The Smith School's Jie Zhang says that if the toy retailer plays its cards right, it could end up a winner.

Sep 22, 2017

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Robert H. Smith School of Business
Map of Robert H. Smith School of Business
University of Maryland
Robert H. Smith School of Business
Van Munching Hall
College Park MD 20742