Social Marketing →
- 18 Sep 2017
- Research & Ideas
'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing
A decade-and-a-half after the dawn of social media marketing, brands are still learning what works and what doesn't with consumers. Open for comment; 0 Comments.
- 12 Sep 2017
- Working Paper Summaries
The Better is the Enemy of the Good
Previous research has shown that individuals’ self-serving responses to information may arise when payoff information is subjective or uncertain. This study, in the context of charitable giving, shows that individuals’ ability to respond to payoff information in a self-serving way even includes situations when information is complete and certain.
- 10 Jul 2017
- Op-Ed
Op-Ed: It’s a Bad Idea to Ban Customers From Recording Videos
With videos of bad business practices routinely going viral, it might be tempting to prohibit customers from recording their surroundings. But banning cameras is the wrong way to go, says Benjamin Edelman. Open for comment; 0 Comments.
- 25 Jan 2017
- HBS Case
How Should Advertisers Respond to Consumer Demand for Whiter Skin?
Skin-lightening creams are a fast-growing market in India. Rohit Deshpandé explores what firms should do when a product is decidedly popular—but may be promoting discrimination. Open for comment; 0 Comments.
- 19 Oct 2016
- Book
Three Critical Mistakes Digital Businesses Make With Content
Do companies really understand the nature of today's digital transformation? Bharat Anand's book The Content Trap offers a new view of digital strategy that shifts the focus from "produce the best content" to "create the best connections." Open for comment; 0 Comments.
- 02 Sep 2016
- Op-Ed
The Twitter Election
Twitter is emerging as one of the most important players in the 2016 presidential election, write John Quelch and Thales Teixeira. But does it have the power to determine which candidate will win? Open for comment; 0 Comments.
- 07 Jun 2016
- Op-Ed
Can Brand Trump Win a Presidency?
Brand Trump has been used to market hotel rooms, ties, and an airline. Can it be extended to win the presidency? Marketing Professor John A. Quelch wonders if the message (and the messenger) is already growing thin. Open for comment; 0 Comments.
- 21 Apr 2016
- Working Paper Summaries
The Perils of Building Democracy in Africa
Results from a text messaging experiment conducted before the 2013 National Election in Kenya show that basic information provided via short message service (SMS) resulted in small turnout increases but had a large effect on attitudes towards electoral institutions.
- 21 Mar 2016
- HBS Case
Can Customer Reviews Be 'Managed?'
Consumers increasingly rely on peer reviews on TripAdvisor and other sites to make purchase decisions, so it makes sense that companies have a stake in wanting to shape those opinions. But can they? Thales Teixeira says a good product trumps all. Open for comment; 0 Comments.
- 30 Nov 2015
- Research & Ideas
Donors Are Turned Off by Overhead Costs. Here’s What Charities Can Do
Elizabeth A. Keenan and colleagues find that charitable donors are willing to stomach the idea of overhead costs—as long as they know someone else’s donation is covering them. A field study helped one organization nearly triple its solicited donations. Open for comment; 0 Comments.
- 20 Aug 2014
- Research & Ideas
Why the ALS Ice Bucket Challenge is a Social Media Blockbuster
Most companies should envy the financial and brand awareness brought about by the ALS Ice Bucket Challenge. The campaign's key ingredient, says John Deighton, is that participants enhance their personal capital in performance of a good deed. Open for comment; 0 Comments.
- 20 Mar 2013
- Research & Ideas
How CEOs Sustain Higher-Ambition Goals
At a recent conference, executives underscored the importance of employee engagement, contributing to the community, and creating sustainable environment strategies. Closed for comment; 0 Comments.
- 20 Jun 2011
- Lessons from the Classroom
Fame, Faith, and Social Activism: Business Lessons from Bono
Many executives struggle to balance work, family, and community, but for rock star Bono the effort is spread across the globe. In the HBS case "Bono and U2," professor Nancy F. Koehn discusses key business lessons to be learned from the famous band. Key concepts include: Take stock of how you are using your funds, your authority, and your people. A leader's mission and purpose isn't static; it evolves. The mission of the CEO should be related to the organization's performance. Who you are and what you stand for as an organization have great relevance to the people who buy your product. Closed for comment; 0 Comments.
- 27 Jul 2009
- Research & Ideas
Social Network Marketing: What Works?
Purchase decisions are influenced differently in social networks than in the brick-and-mortar world, says Harvard Business School professor Sunil Gupta. The key: Marketers should tap into the networking aspect of sites such as Facebook. Key concepts include: Some social network users are influenced by the purchases of their friends. Of these users, 40 percent show a strong "keeping up with the Joneses" behavior, increasing sales by 5 percent. "High-status" users are more likely to not purchase something that others have bought. On social networks, viral campaigns may work better than advertising. Closed for comment; 0 Comments.
Beware the Lasting Impression of a 'Temporary' Selfie
Some social media apps promise to delete your messages after they are read. The problem: The memory of your uninhibited behavior lingers. Research by Leslie K. John and colleagues. Open for comment; 0 Comments.