Looking for something online? Your 10-second search probably goes a lot like this: Type something into Google, scan the list of results and click one. A multibillion-dollar search engine marketing industry has sprung up to help companies figure how to make sure you click their link. But to click something, you first have to look at it. And how people look at search results might not happen the way advertisers think it does, according to new research from the University of Maryland’s Robert H. Smith School of Business.
Companies have long welcomed the word-of-mouth spread between consumers about the quality of their products, seeing it as free advertising and thinking they can get away with spending less on paid advertising. But, according to new research from the University of Maryland’s Robert H. Smith School of Business, sometimes the exact opposite is true.
Like so much else this year, campaigning in the runup to the 2020 presidential election will look very different, says Maryland Smith’s Lingling Zhang.
With social distancing guidelines, much of the typical grassroots push to reach voters in parking lots and with door-to-door canvassing – efforts that in the past have been some of most effective to get voters to the polls, according to Zhang’s latest research – can’t happen.
Want to have more successful crowdfunding campaigns? Researchers from the University of Maryland’s Robert H. Smith School of Business have figured out the three phases of crowdfunding and the critical factors during each to drive effective campaigns and yield the best results.
Everyone is looking for a good deal on sites like Groupon and LivingSocial – including the merchants who use the platforms to attract new customers and the daily deal sites themselves. The bigger the online platform, the more bargaining power it wields over merchants, new research from the University of Maryland’s Robert H. Smith School of Business shows.
Regret is usually thought of as a bad thing, but new research from the University of Maryland’s Robert H. Smith School of Business identifies when it can benefit companies as well as consumers.
Family plans make sense for smartphone users who want to share minutes or data. Research from the University of Maryland’s Robert H. Smith School of Business shows why wireless service providers also win when they offer a full menu of individual and group subscription plans.
“Family plans allow the firm to better price discriminate and capture additional surplus from some consumers,” Maryland Smith professor Bo “Bobby” Zhou and two co-authors write in Marketing Science.
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?