Marketing Science

What You See Is What You Click

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.

How Campaigns Can Get Voters to the Polls

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.

Why Wireless Firms Love Family Plans

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.

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Robert H. Smith School of Business
Map of Robert H. Smith School of Business
University of Maryland
Robert H. Smith School of Business
Van Munching Hall
College Park MD 20742