Article
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Matthew Carlton, Event Reports, YMS18, March 2018
Snapchat users tend to be very active on the platform, but unlike other social media platforms, they don’t accrue many followers and much of their interaction is with close friends – so brands need a different strategy.
Article
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Geoffrey Precourt, Event Reports, Media Insights & Engagement Conference, January 2018
Twitter, the social-media platform, used conjoint analysis in order to establish the characteristics of the tweets that are most likely to be shared.
News
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30 March 2018
HONG KONG: Bloomberg, the business-focused media group, plans to expand its TicToc 24-hour video news channel into Asia, as it seeks to broaden its appeal to younger consumers.
Article
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Brian Carruthers, Event Reports, IIeX Conference, February 2018
Tweets are such an important part of online life that they have started to bleed into life offline; this article explores the arc of that process.
News
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27 March 2018
NEW YORK: GIFs are growing in prominence as a way for brands to drop into the bloodstream of the internet, according to a new report.
News
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26 March 2018
LONDON: Despite current concerns about alleged misuse of customer data by some companies, a new survey has found that a surprisingly large proportion of British consumers would allow brands to sponsor their photos on social media.
Research Paper
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Kyle Findlay and Ockert Janse van Rensburg, International Journal of Market Research, Vol. 60, No. 2, 2018, pp. 169-189
This article summarizes our work using a network-based approach to mapping the main constituencies discussing specific topics on Twitter.
News
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22 March 2018
LONDON: Amnesty International, the human rights group, has accused Twitter of failing to prevent online violence and abuse against women, which is preventing many women from expressing themselves freely on the social platform.
Article
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Hugh Burkitt, Market Leader, Quarter 2, 2018, pp. 17-17
Examines the impact of the internet on society and how Twitter, in particular, has affected online discourse.
Article
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Anna Hamill, Event Reports, Socialbakers Social Media Summit, March 2018
With the rise of new platforms such as Instagram Stories and the increased challenges of perennial brand favourites such as Facebook, the future of social media in the next 12 months is uncertain.
Article
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Krysia McKechnie, Event Reports, Digitalks Conference, January 2018
All the necessary factors are in place for social commerce to take off in the Middle East: there is high smartphone penetration and a young population which spends a lot of time on social media.
News
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12 March 2018
BOSTON: False news spreads far faster and wider on Twitter than the truth, according to a new academic study, which also suggests that people, not bots, are the prime culprits when it comes to the proliferation of misinformation.
Article
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Low Lai Chow, WARC Exclusive, March 2018
Adapting to Facebook‘s changes, getting the balance right on ‘push’ and ‘pull’ marketing, and effective influencer marketing will be three key areas of focus of many APAC marketers in 2018.
News
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05 March 2018
WASHINGTON DC: A large majority of Americans continue to use Facebook (68%) and YouTube (73%), but social media platforms like Snapchat and Instagram are especially popular among young consumers aged 18 to 24.
Article
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Julia Ayling and Sophie Harding, WARC Webinars, February 2018
Julia Ayling, head of research and insights at Mindshare UK, and Sophie Harding, trends and insights director at Mindshare UK, look at how consumers are embracing technological advancements.
Article
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Reynold D’Silva and Aoi Tanaka-Ivanovic, WARC Exclusive, February 2018
Suggests how brands can take advantage of the online customer journey, especially social media, to inform automotive purchases, including examples of campaigns from India, Philippines, Korea, Australia and Thailand.
News
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23 February 2018
NEW YORK: Social media platforms, already under pressure to tackle the issue of fake news, are facing a new wave of anger as trending algorithms surfaced conspiracy theories about the Parkland school shooting where 17 students were killed last ...
Research Paper
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Fred Bonner and Robert de Hoog, International Journal of Market Research, Vol. 60, No. 1, 2018, pp. 88-103
More than 100 years ago, the term conspicuous consumption was coined. In the economist tradition, emphasis was always on the demonstration of wealth, income, and status by material purchases.
News
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20 February 2018
MANILA: A 12 month multi-university study into fake news in the Philippines has uncovered widespread use of fake Facebook and Twitter accounts by professional PR and advertising firms working for political interests during the 2016 elections.
News
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16 February 2018
BOSTON: Online consumer reviews inevitably include some that are negative and potentially damaging to a brand’s reputation, but new research has found that a swift response from management can actually boost average online ratings.
Article
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IAB, February 2018
Focuses on the consumer journey and maps the contexts through which consumers are creating their own prime times to allow for better targeting across dayparts and platforms.
Article
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Martyn U’ren, Research on WARC, February 2018
This article, based on a comprehensive survey by Twitter, delves into the mCommerce habits of Twitter users in various international markets.
News
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07 February 2018
CHICAGO: Brands must understand “meme machines” if they want to leverage this popular form of online content to connect with consumers, according to Joe Federer, Head of Brand Strategy for Reddit.
Article
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Low Lai Chow, WARC Exclusive, February 2018
China's e-commerce boom is defined by major trends including mobile commerce, offline integration, social media shopping and innovative payments.
Article
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WARC Best Practice, February 2018
Explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching over two billion users every month.
