Marketing
Articles tagged with Marketing
Study identifies product-category differences in language associated with click-through rates in Japanese Instagram advertisements
Researchers analyzed a large dataset of Japanese Instagram ads to identify linguistic patterns linked to click-through rates. The study found that word choices for supplement and cosmetic ads differed significantly, with risk-related words boosting CTR in supplement ads, while motion-related language increased CTR in cosmetic ads.
New study suggests ‘freedom framing’ more effective than mandates for vaccine-hesitant Americans
Platforms, not boycotts, shape post-scandal music streams
A new Cornell University study reveals that social media boycotts have less impact on music streams than platform sanctions. In several high-profile controversies, scandal-related attention coincided with short-term increases in streams. However, when platforms reduced visibility of the artists' music, clearest declines appeared.
Gambling ads on social media reach more than twice as many men as women
A study using the Meta Ad Library found that gambling companies are reaching young men on social media at more than double the rate of women, with 91% of ads targeting men only. The age group most exposed to advertising was 25-34-year-olds, who accounted for over a third of all unique accounts reached.
Less food waste: Supermarkets can save money by giving surplus food away
A new study from the University of Copenhagen shows that Danish retailers can generate a net financial gain of €0.3-€0.8 per kilo by selling surplus food at discounted prices. Donating food to organizations that redistribute it to vulnerable people is often cheaper than disposal, with savings of €0.10-€0.20 per kilo.
Odometer inattention costs used car buyers
Research from the University of Texas at Austin finds that consumers pay up to $170 extra per vehicle when buying a used car with nearly identical mileage but one digit off, due to left-digit bias. This phenomenon can result in higher prices for cars just below round numbers like 20,000 or 50,000.
Binghamton University graduate programs draw national attention in new ranking
Binghamton University has seen significant improvements in its graduate school rankings, with nearly three dozen programs earning national recognition. The university's Systems Science and Industrial Engineering program has been named the #31 Industrial and Systems Engineering graduate program in the US.
Reversible words can lower consumer disbelief in ads
A new study reveals that using reversible words in marketing messages can significantly impact how confident consumers feel about believing a claim. Researchers found that when words differ in their reversibility, it can trigger different mental processes when consumers evaluate marketing language.
The structure of online reviews shapes their helpfulness
A study of nearly 200,000 Amazon reviews reveals that the structure of online product reviews plays a crucial role in their helpfulness. The researchers identified nine possible structures of online reviews and found that different review structures are more or less helpful depending on how highly the reviewer has rated the product.
Research questions legitimacy of promoting harmful products
Researchers argue that industries promoting harmful products normalize their consumption through marketing strategies, affecting vulnerable populations. They call for greater regulatory oversight and a renewed emphasis on ethics in marketing education to address the systemic role of marketing in public health and social well-being.
From Oman to everyday life: New issue highlights research shaping health and society
Research from Oman tackles food freshness, mental health, and public health to improve everyday life. The issue showcases how local studies contribute to global conversations on sustainability and quality of life.
New research warns charities against ‘AI shortcut’ to empathy
A new report from the University of East Anglia warns that charities using AI-generated images risk breaking the fundamental bond of trust with the public. The study found that when AI images are used, the humanitarian cause disappears from the conversation, and the public engages with charity rather than the cause itself.
Digital targeting creeps out customers
Researchers find that personalized digital marketing can evoke a powerful emotional response, leading consumers to feel uncomfortable and less likely to make purchases. To mitigate this 'creepiness,' brands can focus on prevention by designing personalization practices that minimize ambiguity and avoid signals of intrusive surveillance.
Science reveals why you can’t resist a snack – even when you’re full
A new study from the University of East Anglia found that the human brain continues to respond to tempting food cues even after eating enough. The research used EEG brain scans to monitor volunteers' brain activity as they played a reward-based learning game with food.
New research offers businesses a playbook for surviving social media firestorms
A new study from Binghamton University School of Management provides a framework for organizations to anticipate, interpret, and respond to social media backlash. The toolkit identifies four phases of online social disapproval and offers guiding questions and analytical indicators to aid in early detection, response, and recovery.
Women more likely to choose wine from female winemakers
Research from Washington State University found that women are willing to pay higher prices for wines made by female winemakers, particularly those featuring feminine gender cues. The study suggests that promoting women's ownership in wineries can increase sales among the largest group of U.S. wine consumers, who happen to be women.
Augmented reality menus may help restaurants attract more customers, improve brand perceptions
A new study found that augmented reality (AR) menus can significantly increase customer interest in visiting a restaurant and result in positive word-of-mouth marketing. The effectiveness of AR menus also depends on how well the technology aligns with a restaurant's overall brand image.
Using influencers to encourage people to drink tap water
A new study has identified the power of influencer marketing in overcoming psychological resistance to recycling tap water. The research found that sensory and emotional content on Instagram is more effective than rational arguments in encouraging sustainable consumption, making recycled tap water more appealing through mental imagery.
Claiming your business page on review platforms can have unintended effects on customer reviews, study shows
A study from Florida International University finds that claiming a business page on review platforms like Yelp can lead to a significant drop in average ratings, with a 10% decrease in five-star reviews and a 9.5% rise in one-star reviews. The study also reveals that these lowest-rated reviews become substantially longer and more crit...
ESMT Berlin study shows how startups can communicate to win over silent audiences online
A new study by ESMT Berlin shows that entrepreneurs can increase support from the silent majority by broadening their public replies to vocal commenters. By managing conversational pathways, founders can create multiple entry points without fragmenting the main story.
Decentralized social media platforms unlock authentic consumer feedback
Research from Washington State University found that decentralized platforms encourage stronger emotions and less self-censorship, leading to more candid and emotionally rich reactions. This can have implications for companies and marketers looking to understand consumer concerns and make informed decisions.
Global food systems driving twin crises of obesity and global heating
A comprehensive review highlights the urgent need to transform unsustainable food systems, which drive both obesity and environmental harms. The authors recommend subsidies for healthy foods, taxes on unhealthy products, and restrictions on aggressive marketing to address these twin crises.
Frontiers in Science Deep Dive webinar series: Global food systems driving twin crises of obesity and global heating
A major review in Frontiers in Science highlights how unsustainable food systems contribute to both health and climate crises. Experts examine evidence-based strategies to tackle industrial food systems promoting overconsumption and environmental pressures.
AI video translation shows promise but humans still hold the edge
A new study from the University of East Anglia finds that AI tools excel at speed and clarity, but human translators remain crucial for tone, cultural nuance, and natural sound. Generative AI can handle parts of video translation, but consumers still notice when something feels off.
ECU study shows AI strengthens agility and engagement
A new study by Edith Cowan University found that AI technologies boost marketing agility, leading to stronger stakeholder engagement. The research also highlights the importance of adapting to AI adoption to achieve sustained competitive advantage.
Forced ‘return to office’ initiatives could deepen regional divides across Europe
A new study found that remote work can improve quality of life by providing choice and autonomy, but poor support can lead to feelings of isolation and decreased job satisfaction. The research highlights the importance of access to amenities like green spaces and local services for sustainable remote work.
Study of higher education during COVID-19 shutdowns shows certain subjects can be better taught online
Undergraduates performed better in math after switching to online classes during the lockdown, thanks to interactive exercises and flexible learning. Online education worked well for reasoning-based subjects like mathematics.
High-engagement social media posts related to prescription drug promotion for 3 major drug classes
Researchers found high-engagement social media posts lack essential risk information and promotional elements, potentially eroding patient decision-making. The study highlights the need for fair balance in online advertising to maintain informed consent.
Experts find £90K “sweet spot” for crowdfunding success
A new study by University of East Anglia researchers identified key factors contributing to successful crowdfunding campaigns on Seedrs. Setting a £90K target, having around 19 team members, and using specific phrases in campaign pitches all helped attract investors.
Home advantage? How consumers misjudge the environmental impact of imported food
A survey by Göttingen University found that consumers overestimate the environmental benefits of locally sourced food, while underestimating the advantages of imported goods. This misjudgment can lead to environmentally unfriendly choices.
Want to be more persuasive? Talk with your hands, UBC study finds
A UBC study found that purposeful hand gestures can make speakers appear more competent and persuasive. Illustrators, which visually depict spoken content, had the strongest effect on audience understanding and perception of speaker competence.
Labelling clothes with cost per wear could curb fast fashion, shows research
A new study reveals that labelling clothes with a breakdown of the cost per wear (CPW) can help consumers recognize the long-term value of durable garments and discourage overconsumption of fast fashion. The research found that CPW increased preference for high-quality clothing, even when the upfront price was higher.
For battered brands, consumers can be defenders
Researchers identified three types of online brand defenders: promoters (emotionally attached), justice promoters (fairness driven), and self-promoters (ego-driven). Companies can encourage promoters by acknowledging them, while justice promoters require a sense of fairness. Self-promoters are motivated by attention and rewards.
How can (A)I help you?
A new study by Yifan Yu offers guidance on how to deploy emotion AI in various scenarios, emphasizing the importance of balancing human involvement with AI's emotional detection capabilities. The analysis showed that emotion AI works best when integrated with human employees, and some scenarios are better handled by humans alone.
Pusan National University researchers show how AI can help in fashion trend prediction
Pusan National University researchers develop a novel prompting technique to improve ChatGPT's accuracy in predicting fashion trends. The study reveals that ChatGPT can capture emerging themes and identify new trends not found in existing data.
FAU historian traces the transformation of U.S. nursing homes into big business
A recent study by Willa Granger examines the transformation of nursing homes in postwar America, tracing the development of the modern nursing home industry through the lens of the Americana Corporation. The research reveals how federal programs and corporate models reshaped eldercare, prioritizing scale and replication over community ...
Systemic risk in NFT markets escalates during extreme conditions, new network analysis reveals
The study investigates how systemic risks propagate through the NFT ecosystem, providing insights for investors and regulators. It finds that NFT assets exhibit moderate but significant interconnectedness during normal market conditions, which intensifies substantially during extreme market states.
Energy flexibility is reshaping Finland’s electricity market
A new study from the University of Vaasa examines how Finnish households are becoming more flexible with their energy consumption, driven by digitalisation and financial incentives. The research finds that material and monetary benefits are the most effective motivators for adopting flexible energy habits.
Inhaler-related greenhouse gas emissions in the US
A recent study highlights the growing concern of inhaler-related greenhouse gas emissions in the US, which have increased over the past decade. The study suggests that shifting utilization to dry powder and soft mist inhalers could be a key solution to reduce emissions.
Cambridge scientist uncovers cunning way to double the sales of the famous Greggs Vegan Sausage Roll – and in an open letter, shares the technique with key people at Greggs
A new strategy to increase low-emission food consumption has been found effective in controlled choice experiments with 3,000 participants. The 'nudge by proxy' approach highlights consumer motivations rather than environmental impacts, significantly outperforming traditional carbon footprint labelling.
How EU’s data protection regulation affected news and media websites
The GDPR did not significantly affect EU and US news websites' ability to produce high-quality content, engage users, or receive traffic. Despite initial tracking reductions, EU sites stabilized at lower levels while using consent mechanisms, with no negative impact on visitor engagement.
Robot or human? It depends on the situation, a large study shows
A new meta-analysis of 327 studies with over 282,000 participants reveals that AI agents excel in situations where a negative response is required, such as rejecting loan applications. However, human presence remains essential in tasks requiring empathy and spontaneity.
Broad support amongst U.K. public for additional regulation of advertisments for high-carbon products and services
A UK study found broad support for regulating advertisements for high-carbon products and services, with citizens' jury and large poll results indicating a strong public mandate. The findings suggest policymakers should consider stricter regulations to address climate change concerns.
Banks that identify fraudsters increase loyalty, retain more defrauded customers than others who never were compromised
According to a study by Vamsi Kanuri, banks that successfully identify fraudsters see increased customer loyalty and retention. Customers who are victimized by fraud lose trust if the bank can't identify the perpetrator, leading to a 40% increase in defection compared to those who were never defrauded. However, when the real culprit is...
Short-term gains, long-term pains: Study reveals stock performance of SMEs after hybrid securities issuance in KOSDAQ market
This study investigates the stock performance of SMEs after hybrid securities issuance in the KOSDAQ market. Short-term gains are followed by long-term underperformance, with exchangeable bonds showing the most significant decline. Firm-specific characteristics play a critical role in determining performance outcomes.
Shortlist announced for Panmure House Prize
Four leading researchers have been shortlisted for the prestigious Panmure House Prize with innovative ideas on long-term thinking and innovation. The finalists aim to address global societal challenges through rigorous research, open-source hardware, and integrating sustainability into business strategy.
How NIL boosts college football’s competitive balance
A groundbreaking study challenges conventional wisdom on NIL policies in college football, demonstrating they enhance competitive balance and broaden opportunities for athletes. The research shows that NIL has led to a wider distribution of talent across college programs, directly benefiting athletes seeking to maximize their brands an...
AI salespeople aren’t better than humans… yet
A recent study from the University of British Columbia found that AI-powered digital streamers, used to promote products through livestreams, barely outperform having no streamer at all. Improving form realism and behavioral realism, such as real-time Q&A interactions, can lead to significant sales boosts.
Emotions expressed in real-time barrage comments relate to purchasing intentions and imitative behavior
Researchers analyzed over 50,000 barrage comments from a promotional video on Chinese platform Bilibili, finding a clear link between positive emotional comments and purchasing intent. The study also observed real-time emotional contagion and nuanced dynamics in viewer behavior.
Dynamic pricing can optimize profits but alienate customers
Researchers warn that dynamic pricing can erode customer loyalty and face regulatory scrutiny, highlighting the need for careful planning and human oversight in algorithmic pricing decisions. Companies must balance profit optimization with marketing strategy and customer sentiment to avoid backlash.
Hybrid pair trading strategies deliver superior returns in high-frequency crypto markets
Researchers developed a hybrid pair trading strategy for cryptocurrency markets, achieving profitable results in high-frequency trading. The approach outperformed traditional methods by combining statistical techniques and adjusting entry/exit thresholds to maximize profits.
New book offers a unique perspective on organizational transformation
The new book, Monster Transformation, argues that employees are key to overcoming transformational hurdles. By uncovering unique competencies and empowering them, organizations can break through challenges and succeed in a rapidly evolving space. The book offers a story-driven approach to meeting the needs of the current technological ...
Personalized pricing can backfire on companies, says study
A new study found that personalized pricing practices can lead to lower profits for companies and reduced consumer spending. Researchers suggest workarounds, such as corporate commitment or price caps, to avoid this pitfall.
MSU study unpacks what ‘Made in USA’ claims really mean to consumers
A new MSU study explores the perceptions of consumers regarding 'Made in USA' labels, finding that confusion exists and reality often exceeds or falls short of expectations. Researchers analyzed survey data from 131 adult respondents to better understand consumer attitudes towards domestic production and labeling.
Forget materialism, a simple life is happier: research
A recent study by University of Otago researchers found that people who adopt sustainable lifestyles and resist consumerism are happier and more satisfied. The commitment to simple living leads to wellbeing through providing opportunities for personal interaction and social connection.
Have you been offended by a discriminatory or harmful ad? You might just buy the product it's promoting
Researchers found that individuals from vulnerable groups who felt discriminated against may actually show increased preference for brands that insult their group. This 'paradoxical phenomenon' aligns with theories of disidentification, which suggests long-term consequences of harm to groups include reduced self-esteem and group-esteem.
Sun, sea and sexual violence: How party tourism promotes and permits sexual assault - study
Research from the University of Birmingham finds that party tourism creates an environment for sexual assault by normalizing extreme behavior and prioritizing economic revenue over women's safety. The study highlights how destinations silence victims to protect their reputation, reinforcing a culture of silencing survivors.
No credit history? You might have another way to prove creditworthiness
Researchers found that retail transaction data can significantly improve credit access for consumers without a formal credit history, increasing approval rates from 16% to 48%. This alternative approach breaks the classic catch-22 in lending by using everyday shopping habits to build credit scores.
Registrations open for São Paulo School of Advanced Science in Systems Change and Sustainability
The São Paulo School of Advanced Science in Systems Change and Sustainability brings together leading academics to discuss cutting-edge knowledge on sustainable transformation. Applications will be selected based on résumé, academic transcript, letters of recommendation, and proposal submission.