Marketers are well aware that social media sites can play a role in influencing consumers, whether it is through product endorsement or building customer loyalty, for example. However, research by Christian Hildebrand and Tobias Schlager suggests that the effect of Facebook on consumers is both more subtle and powerful than commonly realized. They demonstrate that merely browsing this social media site has a significant impact on subsequent consumer decision making.
When business and art collide, there are inevitably concerns that stakeholder interests will undermine creativity and artistic integrity. However, research by Anette Mikes and Felicitas Morhart shows that it is possible to reconcile commercialization with artistic and cultural activities.
The concept of brand authenticity has attracted a lot of attention recently, yet is still not well understood. Recent research, however, provides new insights on the topic, providing tools and frameworks to help understand, measure, and extract value from brand authenticity.
As marketers use increasingly sophisticated tools to enhance the consumer experience, Manja Leib investigates how the complexity of a scent can affect retailer sales, purchasing decisions, and shopping behavior more generally.