From Point of Sale to Point of Need: How Digital Technology Is Transforming...
AbstractDigital transformation has a strong impact on the retail industry. Activities that were once retail sector are moving to online stores, and specialized third parties are taking over physical...
View ArticleEffective Display Advertising: Improving Engagement with Suitable Creative...
AbstractOnline advertisers have the non-trivial job of jointly assessing the effects of banner ad design elements available in a large number of such formats. Our research found that animated formats...
View ArticleSeeding on Moving Ground: How Understanding Network Instability Can Improve...
Abstract Most analyses of the social structure of a network implicitly assume that the relationships in the network are relatively stable. We present evidence that this is not the case. The focal...
View ArticleThe Medium Shapes the Message: The Surprising Negative Spin of Close Friends’...
Abstract Many social media handbooks recommend targeting customers’ close connections and encouraging consumers to spread the word about their products and services among friends. But according to the...
View ArticleIncreasing the Effectiveness of Mobile Advertising by Using Contextual...
Abstract To avoid overtargeting consumers or targeting them at the wrong moment, mobile ads need to be relevant. Geographically, consumers have been shown to be more responsive to promotional offers...
View ArticleRecreating Intimacy With Connected Consumers
Abstract In the good old times shop manager knew their customers personally and were able to tailor offerings to their needs and desires. But how can we create meaningful moments for connected...
View ArticleSocial TV: How Social Media Activity Interacts With TV Advertising
Abstract Social TV is the simultaneous consumption of television alongside social media chatter about the programming. This topic is highly relevant for marketers. Usually it is considered as a bad...
View ArticleProduct Seeding: Word-of-Mouth Effects For and Beyond the Focal Product
Abstract In a classic seeded WOM marketing campaign, a company sends product samples to a selected group of influencers, and encourages them share the product information and their own opinions with...
View ArticleBrand Communication in a Digitalized World
Abstract The way in which we communicate is changing radically. In the analog world, promotional communication was consumed rather passively. In today’s digital age, consumers have become more active....
View ArticleHere Comes the Hyper-Connected Augmented Consumer
Abstract Consumers have become always on and constantly connected. Search costs have plummeted, individuals’ abilities to digitally express themselves and their opinions increased, and the...
View ArticleEye Contact Matters for Consumer Trust – Even with Robots
AbstractThe integration of AI into consumer services is transforming the way people make decisions. AI is becoming more human-like, with chatbots, voice assistants and robots adopting human features...
View ArticleThe Homunculus in the Metaverse: Is Virtual Reality Prepared for Our...
AbstractSensing in the physical world differs from sensing in virtual worlds. As visualized in Penfield’s homunculus, touch and taste play a big role in physical surroundings. In contrast, the...
View ArticleClosing the Customer Imagination Gap with Augmented and Virtual Reality
AbstractThe “imagination gap” is experienced by customers when they struggle to envision product benefits or service outcomes. It continues to be a significant challenge across industries. This gap...
View ArticleIn Search of a Head Start: Marketing Opportunities in the Metaverse
AbstractThe concept of the metaverse, a virtual world with immersive 3-D environments, has gained significant attention and is expected to affect how we interact and communicate. While there is no...
View ArticleNeuroscience Goes Virtual: How to Measure Consumers‘ Responses in Extended...
AbstractThe metaverse and extended realities offer new avenues for studying consumer behavior. Consumer neuroscience tools are being utilized to understand interactions in these virtual spaces. The 3S...
View ArticleFrom E-Commerce to Virtual Commerce: The Exciting Opportunities of Virtual...
AbstractVirtual commerce has the potential to transform the shopping experience. It is highly interactive and can create immersive experiences when consumers wear head-mounted displays. Benefits...
View ArticleBoosting Brands with Augmented Reality: Why and When it Works
AbstractAugmented reality (AR) is gaining recognition among executives as a powerful marketing tool. Unlike virtual reality, AR integrates virtual content into the real world, providing consumers with...
View ArticleDiving into a New Reality: How Immersive Experiences along the Customer...
AbstractBrand communication is entering a new era. Immersive technologies such as augmented reality (AR) ) and virtual reality (VR) enable memorable experiences along the entire customer journey as the...
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