Individuals in social networks with disproportionately high levels of influence are prime targets of marketing practitioners and researchers. But what characteristic best defines a high influencer? Expertise level?
Opinions abound in cyberspace. But do online ratings and reviews actually help consumers make better decisions about doctors, hotels, schools, restaurants, movies and other purchase options? The answer may be no for inexperienced community members who have limited interactions in a specific domain.
Research into managing consumer word-of-mouth communication by David Godes, professor and chair of the Marketing Department at the University of Maryland’s Robert H. School of Business, has garnered an INFORMS Society for Marketing Science “Long Term Impact Award” for 2017.
Social media is buzzing about Budweiser. Just in time for the Summer Olympics and Trump v. Clinton, Anheuser-Busch will temporarily change the name of its flagship brand to “America.” Ironically, the Belgian-owned beer maker will roll out its new cans on Canada's Victoria Day, asserting Budweiser’s place next to baseball and apple pie until after the presidential election in November. Five Smith School marketing professors weigh in on whether the move is smart or foolish. Read more...
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David Godes is a Dean's Professor of Marketing and is the Chair of the Marketing Department. He holds a Ph.D. and S.M. in Management from the Massachusetts Institute of Technology and a B.S. in Economics from the University of Pennsylvania. He joined the Smith School faculty in 2009 after teaching for ten years at Harvard Business School. His teaching experiences include undergraduate, graduate and executive courses ranging from Introduction to Marketing to Business-to-Business Marketing and Sales Management.