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Article

This paper explores the ways in which brands have evolved beyond creating connections, to inspire deeper levels of emotional support from their audience.

Research Paper

The new and emerging modes of communication and advertising such as word-of-mouth have enthralled many to discover cheaper and more effective ways of marketing goods or services.

Research Paper

This paper presents a review of extant literature about virtual worlds market research. We discuss the need for greater recognition of differences to traditional online and e-commerce web services, including social media.

Research Paper

Wikipedia, the online encyclopedia, has an enormous impact on how information and knowledge is being codified, presented, and consumed today.

Research Paper

Brazil's middle-class population has risen sharply in the last decade and in 2012 nearly half of Brazil's population is classified as middle class.

Research Paper

This paper describes a multi-client research project into the notion of sustainability. The research explores the meaning of sustainability from the perspective of both consumers and marketing, including their similarities, differences and opportunities of aligning the two.

Research Paper

This paper reports the findings from an in-depth, exploratory research project designed to understand how consumers create, use and behave in response to content on consumer review websites.

Research Paper

This study examines the potential link of Facebook group participation with viral advertising responses.

Research Paper

User-generated content (UGC) is attracting a great deal of interest - some of it effective, some misguided.

Research Paper

Across individuals, cultures or target groups, Psychological Morphology describes how habits, emotions, visuals, products can be seen as unifying "Gestalten" (shapes) that constantly change and develop.

Case Study

Nivea for Men deodorant was facing slowing sales momentum and a declining share, with qualitative research showing that men saw the brand as weak and non-descript.

Research Paper

Few studies have examined the effects of Internet promotions within social networking sites. This study uses a comparison of online survey results from an official movie site and a movie contest promotion within a MySpace site to examine the effectiveness of the two online promotional tactics.

Research Paper

Innovation Research Communities are an instrument to combine the approaches of user co-creation in new product development with marketing research in an online environment.

Research Paper

Technology has revolutionised the way we work. Personal computing freed us from the restraints of the mainframe.

Case Study

This paper tells the story of the ground-breaking Dove `real beauty’ campaign from 2003 to 2007. Dove decided to break not just the rules of its category but also of the wider culture in which we live, realising that a woman’s self esteem is adversely affected by stereotypical images of uniform beauty in the media.

Article

The opening day of ESOMAR's 2009 WM3 audience research conference is reported by WARC's media editor Laura James.

Research Paper

This paper discusses the approach and overall findings of the the "Future media trends 2015: Different scenarios for the future of media and media usage" study, developed by the Rheingold Institute in Cologne for a range of German TV and media companies.

Research Paper

Brand `friending’ is the process by which brands seek to engage and interact with users of social networks.

Case Study

Mainstream brands can find it difficult to move beyond the conventions of their category while retaining a strong connection with consumers.

Research Paper

The article describes a research study into attitudes to food. Food is said to have become a self-modelling process and something through which increasingly people define to themselves who they are and want to be, or from which they derive emotional consolation.

Research Paper

This empirical research brings interesting insights concerning mobile commerce. Our objective is to determine the influence of language (conventional language versus short message service (SMS) language) and spokeperson on the effectiveness of SMS advertising.

Research Paper

Virtual worlds and online games often represent levels of engagement and participation that marketers can usually only dream of.

Research Paper

Word of mouth (WOM) is a highly credible form of marketing information. However, because it is difficult to study WOM in the face-to-face context, researchers have limited understanding of its sources of effectiveness or its effects beyond product and brand communications.

Research Paper

Web 2.0 enables users to generate, disseminate and share previously unheard of amounts of information within the web.

Case Study

Rheingold beer, originally produced by the Liebman Brewery of Brooklyn, New York, had enjoyed a several-decades' stint at the top of New York City's beer market in the middle of the twentieth century.