P.K. Kannan's paper, “The Informational Value of Social Tagging Networks,” has been selected as a finalist for the 2019 Sheth Foundation/Journal of Marketing Award. This award honors the best article published in the Journal of Marketing that has made long-term contributions to the field of marketing. An article will be eligible for consideration to receive this award in the fifth year after its publication.
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?
Buyers of luxury fashion can be passionate, even territorial, about the brands they shell out for.
It’s about status, exclusivity and self-identity, Maryland Smith’s Yajin Wang explains. And the attachment runs deep.
It creates a tension for designers. How can they seek out new consumers, new markets and grow their brand, while preserving the exclusivity its devoted fan base adores?
Michel Wedel, a marketing professor from the University of Maryland’s Robert H. Smith School of Business, will receive a career achievement award on Feb. 23, 2019, at the American Marketing Association Winter Academic Conference in Austin, Texas.
It takes just a few seconds for a movie or series trailer to grab you — or to lose you.
Netflix and other content studios know this. It’s the reason why those micro-previews begin to autoplay when you hover your mouse over a title on menu screens for Netflix, Hulu or Amazon’s Prime Video. Those few seconds — critical to the studios — can convey so much. They can encapsulate the emotional content of a film, a bit of the story arch perhaps, a glimpse of the characters and more. That is, if they’re done right.
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?
Harvesting Brand Information from Social Tags
Among the many changes brought about by the evolution of social media is this one: Marketers now have a powerful new tool for assessing consumer perceptions of products and brands.
Consumers Respond When Upstarts Tout Their Morality
Brands like Nantucket Nectars, Ben & Jerry's, Toms Shoes, Burt's Bees and Lifeway have thrived against bigger, longer-established competitors. They’ve emphasized modest roots and played up virtues like product health benefits and their social consciousness or environmental consciousness. Appearing resource-modest, but highly moral, they’re tapping into the adage “consumers gravitate to underdogs.”
Companies Win When They Cater to Solo Consumers
Many people feel embarrassed about doing fun activities alone, such as dining out or going to a movie. Yet sociologists report that people today have fewer friends than in the past. New research from Rebecca Ratner at the University of Maryland's Robert H. Smith School of Business explores strategies for marketing to solo consumers.
After you buy a car, do you really own it? Automakers are appealing to the U.S. Copyright Office for intellectual property protection of software regulating emissions, steering and other aspects of vehicle performance. Such a broad interpretation of copyright law would require car owners and third-party mechanics to use manufacturer-approved diagnostic equipment to analyze and fix problems. Smith School professor William Rand writes about the potential fallout in a Wall Street Journal guest column...