Marketing Messaging

Article

Will My Followers Tweet? Predicting Twitter Engagement Using Machine Learning

Brand managers who are able to understand how social media is evolving first have an advantage over those who are slower to understand what their followers are doing. Despite the advantage such Read More »

Date: 06/03/2014
Author: William Rand, Jared Sylvester, Michelle Girvan, David Darmon
Contributor: eb™ Research Team
Article

What Works In Facebook? Content Versus Relational Communication: A Study Of Their Efficiency

Developments in the Internet over the last few decades years have led to changes in the role played by consumers vis-à-vis their exposure to communications. Despite the widespread inclusion of Read More »

Date: 06/03/2014
Author: Carmen Camarero, María José Garrido, Rebeca San José
Contributor: eb™ Research Team
Article

Consumers Reaction To Gender Cues In Advertising

In this research, we investigate the effect of implicit gender cues on brand warmth and competence perception. Further, we examine how consumers react to implicit gender cues when exposed to Read More »

Date: 06/03/2014
Author: Alexandra Hess, Valentyna Melnyk, Carolyn Costley
Contributor: eb™ Research Team
Article

It’s Not The Quality But The Effort Itself That Matters? Advertiser Effort And Consumer

Introducing the concept of equitable exchange to advertising, this paper tests the popular notion that “advertising needs to earn consumers’ attention”. Drawing on equity theory, we hypothesize Read More »

Date: 06/03/2014
Author: Micael Dahlén, Lars Bergkvist, Stefan Szugalski
Contributor: eb™ Research Team
Article

A Meaningful Embrace: Contingent Effects Of Embodied Cues Of Affection

Can a mere gesture lead to intimate product bonding? In this research, we find that affectionate gestures (e.g. hugging, stroking) can serve as routes to object attachment. We suggest that the mere Read More »

Date: 06/03/2014
Author: Rhonda Hadi, Ana Valenzuela
Contributor: eb™ Research Team
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