In times of uncertainty – which, with COVID-19, we’re all familiar with these days – consumers often buck the brand choices they’d normally make and gravitate toward the opposite, finds new research from Maryland Smith. For consumers that pin themselves as usually global-minded, uncertainty pushes them to local brands. The converse is true for people who usually shop local.
Journal of Marketing Research
Companies have often considered app adoption among their customers to have a positive impact on customer spending. According to new research from Maryland Smith’s P.K. Kannan, higher app adoption among hotel chains could be linked to lower spending among lower-level loyalty customers, who are more likely to use apps to get the best deals.
How many streaming entertainment options are too many? It used to be there were only one or two subscription options out there. Now, the list is far longer.
Maryland Smith’s Bo “Bobby” Zhou, in a new study to be published in the Journal of Marketing Research, examined the increasingly crowded streaming stage to determine what industry leaders must do to hold the spotlight.
Companies win when you put their branded mobile apps on your smartphone. Once the download is complete, they can engage you with contests, games and real-time promotions. But if the goal is to maximize stock market returns, designers should focus more on social features.
Consumers love free samples, discounts and trial versions. When done right, the marketing strategy hooks customers and steers them toward paid options. But new research from the University of Maryland’s Robert H. Smith School of Business shows why giving stuff away sometimes backfires.
A new algorithm developed at the University of Maryland’s Robert H. Smith School of Business allows companies to stretch their budgets and optimize results when buying online display ads.
“The method gives campaign managers an edge when bidding for limited advertising space on desired websites,” says Courtney Paulson, assistant professor in the Decision, Operations and Information Technologies Department at Maryland Smith. “It also works ahead of a campaign as a budget-setting tool.”
How Hotel Amenities Impact the Bottom Line
With the amount of choice in hotels, where to stay can come down to more than just price: Guest experience also matters. And the free amenities offered by a hotel can shape a guest’s experience. But how does offering those amenities add to the bottom line for a hotel?
A New Way To Find The Right Ad Words
How can advertisers better gauge how well their paid search ads are doing?
New research from Michael Trusov, associate professor of marketing at the University of Maryland’s Robert H. Smith School of Business, and two co-authors proposes a new, two-part approach.