Smith Research

Those with high levels of influence on social media networks are prime targets of marketing practitioners and researchers. But what, exactly, defines a strong influencer?

As luxury labels become more accessible, high-end brands must figure out how to maintain exclusivity to avoid losing legacy consumers.

Firms that adopt a freemium model hope to entice people to become paying customers. They often fail. Research shows how they can succeed.

Luxury brands use legal threats, guilt campaigns to deter people from buying knockoffs. New research reveals a better tactic.

New Maryland Smith research shows that switching to a desktop or laptop while online shopping could mean you're more likely to take the plunge and make the purchase.

"It's unclear whether presence in social media and the traffic that companies get through social media are actually doing well in the storefront," the researchers explain.

Maryland Smith's Michel Wedel has helped produce the first known research that develops a model for editing trailers to produce short — and effective — promo clips.

A design award signals quality and boosts business-to-consumer sales. The payoffs are less obvious in business-to-business markets. But new Smith School research shows the economic value.

Do online ratings and reviews actually help consumers make better decisions about doctors, hotels, schools, restaurants, movies and other purchase options? The answer may surprise you.

When it comes to booking a hotel, where to stay can be influenced by more than price. Two Smith School professors examine which hotel amenities are most likely to keep guest coming back.