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News

NEW YORK: Word of mouth (WOM) on Twitter exerts a powerful influence on the films that users choose to see in movie theaters, according to research published in the Journal of Advertising Research (JAR).

News

GLOBAL: Sephora, the LMVH-owned beauty retail brand, has launched a new platform, the Beauty Insider Community, which sits within its ecommerce site to encourage fans to talk about new product releases, trends, and deals.

Case Study

This case study by Polaris, a US nonprofit, non-governmental organization to combat human trafficking, focuses on a device used by doctors during routine ear exams to rescue victims.

News

CANNES: Burger King, the quick-service restaurant chain, believes there are major advantages to successfully creating memes with its marketing campaigns.

Article

This event report outlines advice from Burger King, the quick-service restaurant chain, regarding how to become a better client.

Case Study

This case study shows how the Egyptian Autism Society (EAS), a non-profit organisation, changed parents' perceptions of their own autistic children, through an educational campaign across Egypt.

News

NEW YORK: Word-of-mouth marketing on social media remains limited by the wider failings of the digital ecosystem, a paper in the Journal of Advertising Research (JAR) has argued.

News

NEW YORK: Creating “captivating and compelling” experiences is a more potent way for brands to achieve viral effects for online games than offering incentives for sharing, according to a study published in the Journal of Advertising ...

Article

This article provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

Article

This paper explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching two billion users every month.

News

NEW YORK: Movie trailers which successfully generate word of mouth (WOM) can play a central role in helping films become a box office success, according to new research published in the Journal of Advertising Research (JAR).

Research Paper

The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

News

NEW YORK: Brands typically generate very different levels of word of mouth (WOM) in the digital and physical worlds, according to research published in the latest edition of the Journal of Advertising Research (JAR).

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

Research Paper

To encourage viral spread, companies attempt to create captivating and compelling online games. The current research examines the effects of requiring players to use skills when playing games versus rewarding players who recommend games to others.

Article

This event report outlines how “Fearless Girl”, a marketing initiative from State Street Global Advisors, made an impact inside the company and across the financial services industry.

Case Study

This case study shows how KAFA, an NGO dedicated to protecting victims of abuse and violence, raised awareness about the issue of child marriages in Lebanon through a social experiment.

Case Study

This case study shows how KAFA, an NGO, helped pass a law protecting Lebanese women from domestic violence by leveraging women's votes in favour of the bill.

Case Study

This case study explains how the UK's NHS Blood and Transplant service recruited 17-24 year olds during National Blood Week by working with partners in TV, radio, digital, print and online to create a sense of urgency.

Article

This article provides an overview of how influencer opinion and recommendations can deliver marketing messages to consumers through social networks and word of mouth.

Article

This article looks at how brands have used people to both encourage social change and improve advertising effectiveness through seven key "ingredients".

Case Study

This case study explains how infant formula brand Nestlé NAN OPTIPRO Kid 4 used word-of-mouth and the power of Christmas carols to relaunch its repackaged product during the Christmas period.

Article

This article provides marketers with information and guidance on generating earned media.

Article

This article explores how brands can tap into a new 'shopkeeper/storyteller' paradigm on social media in order to facilitate authentic and honest discussion around brands.