Posting a single negative comment to Facebook may hinder health professionals' credibility with current or potential patients, a new University of Guelph study reveals.
The internet has facilitated the growth of online advertising over the past decade, and online advertising has moved from being a peripheral to a central advertising medium because of its unique targeting capabilities. Yet, green industry firms struggle to integrate online advertising into their existing advertising strategy.
Alcohol use among Tanzanian youth is rising and the high density of alcohol selling outlets and alcohol advertisements coupled with low enforcement of minimum drinking age laws are likely facilitating this uptick. The volume of alcohol advertising that youth encounter in Tanzania is increasing as competition among global and local alcohol producers intensifies.
A new study in the Journal of Marketing finds that companies can improve consumer adoption and accelerate product takeoff of cocreated innovations through a novel communication strategy that creates inconsistency or a mismatch between the creator's and the company's messages.
A new study shows that ads that evoke positive emotions promote sharing, while information and brand prominence hurt sharing.
Packaging is the first impression consumers have of food products that influences the likelihood of purchasing. A new study in the journal Heliyon, published by Elsevier, evaluates the effect of chocolate packaging design on sensory liking and willingness to purchase. Researchers found that participants expressed stronger emotional associations with the packaging than they did from tasting the chocolate. The study concluded that while taste is the predominant factor in determining subsequent purchases, perception of taste is influenced by emotions evoked by packaging.
Consumers who get a web-based product or mobile app for free are more likely to give it a word-of-mouth boost than a product they buy, suggesting they feel 'one good turn deserves another.'
A new study found consumers want information on bioengineered foods -- they just want it spoon-fed to them. In a recent survey, people almost never used their own device to scan a QR code providing information on engineered oysters, while half accessed the information when a separate device was made available. The results could help industry leaders to better communicate with consumers.
A new study in the Journal of Marketing explores how firms can configure advertising investments to respond to shareholder complaints and limit the damage of these public battles.
Researchers from Indiana University and Emory University published new research in the INFORMS journal Marketing Science (Editor's note: The source of this research is INFORMS), which reveals the impact of product placement in television programming. The findings indicate that prominent product placement embedded in television programming does have a net positive impact on online conversations and web traffic for the brand.