The Connected Consumer

The Medium Shapes the Message: The Surprising Negative Spin of Close Friends’ Word-of-Mouth

Many social media handbooks recommend targeting customers’ close connections and encouraging consumers to spread the word about their …

Product Seeding: Word-of-Mouth Effects For and Beyond the Focal Product

In a classic seeded WOM marketing campaign, a company sends product samples to a selected group of influencers, and encourages them share …

Social TV: How Social Media Activity Interacts With TV Advertising

Social TV is the simultaneous consumption of television alongside social media chatter about the programming. This topic is highly …

Increasing the Effectiveness of Mobile Advertising by Using Contextual Information

To avoid overtargeting consumers or targeting them at the wrong moment, mobile ads need to be relevant. Geographically, consumers have …

Seeding on Moving Ground: How Understanding Network Instability Can Improve Message Dissemination

Most analyses of the social structure of a network implicitly assume that the relationships in the network are relatively stable.

Interview: Recreating Intimacy With Connected Consumers

In the good old days shop managers knew their customers personally and were able to tailor offerings to their needs and desires. But how …

Brand Communication in a Digitalized World

The way in which we communicate is changing radically. In the analog world, promotional communication was consumed rather passively.