An emergent issue that made the case for importance of digging deeper intothe social and psychological factors influence thoughts consumers products. The instructions study were followed by oursubject study, "Effectiveness Social Media Marketing," our team conducted using a sample size 30 PES University students. primary goals research to recognize potential, take advantage opportunities, safeg...

a r t i c l e i n f o Despite the increasing popularity of viral marketing, factors critical to such a new communication medium remain largely unknown. This paper examines one of the critical factors, namely Internet users' motivations to pass along online content. Conceptualizing the act of forwarding online content as a special case of a more general communication behavior, we identify four p...

Vol. XLIV (November 2007), 529–544 529 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Raghuram Iyengar is Assistant Professor of Marketing, The Wharton School, University of Pennsylvania (e-mail: [email protected]. edu). Asim Ansari is Professor of Marketing, Columbia Business School, Columbia University (e-mail: [email protected]). Sunil Gupta is ...

Vol. XLIV (November 2007), 545–559 545 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Jie Zhang is Assistant Professor of Marketing, Robert H. Smith School of Business, University of Maryland (e-mail: [email protected]). Aradhna Krishna is Isadore and Leon Winkelman Professor of Marketing, Stephen M. Ross School of Business, University of Michigan (...

A good promotional strategy encompasses advertising, sales promotion, public relations, and personal selling in order to communicate with their present and potential consumers (Kotler, 1994). Because they have been shown to have a significant sales impact, sales promotions are majorly employed in businesses. Application of consumer sales promotions in product management requires debate over its...

Vol. XLIV (November 2007), 613–621 613 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Yuxin Chen is Associate Professor of Marketing (e-mail: ychen@stern. nyu.edu), and Sha Yang is Assistant Professor of Marketing (e-mail: [email protected]), Leonard N. Stern School of Business, New York University. The authors thank the three anonymous JMR reviewers...

Despite the significant academic and corporate interest in sports sponsorships, and despite the significant financial stakes these present (sports sponsorship is almost a $15 billion business in North America alone), the literature is equivocal both on the impact as well as on the determinants of the effectiveness of these activities. While some papers report sports sponsorships enhance shareho...