Are you a member of the Digital Analytics Association? Are you interested in Peer Reviewed Journals? Would you be interested in writing a review? Here’s a selection from the May Wave. Advertising and Consumers’ Communications (2013). The authors model how social media causes strategic considerations for identity brand marketers. Brand identities are tightly connected with market segments. Consumers can cause (unwanted) changes to those brand identities. It’s now long past cliche to say that web 2.0 caused brands to lose control. This paper puts forward some rigorous modelling to quantify those effects, and how the firm might respond. Economic Value of Celebrity Endorsements: Tiger Woods’ Impact on Sales of Nike Golf Balls. (2013) Evidence that celebrity endorsement increases actual sales, not just[…]
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