"It's unclear whether presence in social media and the traffic that companies get through social media are actually doing well in the storefront," the researchers explain.

It takes just a few seconds for a movie or series trailer to grab you – or to lose you. New model makes most of each second.

A design award signals quality and boosts business-to-consumer sales. The payoffs are less obvious in business-to-business markets. But new Smith School research shows the economic value.

When IHOP announced a temporary name change to IHOb this week, the jeers came quickly on social media. Yes, it was a gimmick. But was it a success? Marketing professors weigh in

Not excited about the World Cup? Just wait eight years. 

Companies called out by hashtag movements like #BoycottStarbucks face not just a potential loss of revenue, but also a rising likelihood that customers will go out of their way to lie, cheat and steal from them.

Success in this year's midterm elections will come down to each party's ability to fire up its base to head to the polls to vote.

Struggling to compete with Sephora and the omni-threat of Amazon.com, Saks Fifth Avenue is making changes, and some analysts remain skeptical. Smith School professor Jie Zhang is more optimistic.

Do online ratings and reviews actually help consumers make better decisions about doctors, hotels, schools, restaurants, movies and other purchase options? The answer may surprise you.

Online retail platforms dominate ecommerce. But in crowded markets, how can vendors stand out and maintain a competitive edge? Smith School professor Jie Zhang says vendors benefit from being in multiple places.