Publications

December 2020
Case

Tencent: Combining Technology and Culture

By: Elie Ofek, Billy Chan and Dawn H. Lau

Tencent, one of the largest Internet conglomerates in China, had a vision to become a "Tech+Culture" firm. With dominant market shares in online games and social networking, it had built a vast Internet-based entertainment ecosystem, and was now focused on cultural... View Details

Keywords: Media Franchise; Marketing; Market Entry and Exit; Product Launch; Strategy; Culture; China

March 2018
Article

Enacting Knowledge Strategy Through Social Media: Passable Trust and the Paradox of Non-work Interactions

By: Tsedal Neeley and Paul Leonardi

Despite the recognition that knowledge sharing among employees is necessary to enact knowledge strategy, little is known about how to enable such sharing. Recent research suggests that social media may promote knowledge sharing because they allow social lubrication and... View Details

Keywords: Knowledge Sharing; Strategy; Social and Collaborative Networks; Employees; Interactive Communication; Trust

Register to Read

13 May 2013
Blog Post

The Social Side of an Internship

I think I speak for most interns when I say that company sanctioned social outings can be a crucial part of getting to understand a firm’s culture. At my internship this summer, I and other interns have been exposed to lecture series,... View Details

Keywords: Entertainment / Media / Sports

01 Jun 2012
News

Straight to the Heart

past decade, Greenwald has also built a business as a matchmaker and dating coach to both sexes and has seen a resulting 750 marriages. Featured widely as a dating expert in the media and as a Huffington Post blogger, she recently won the... View Details

Keywords: Julia Hanna; marriage; social media; matchmaking; Personal Services

13 May 2014
News

Why Twitter Needs India

Keywords: social media; India; Twitter; growth strategy

August 2012
Background Note

Marketing Communications

By: Thales S. Teixeira and Thales S. Teixeira

This note identifies the main issues involved in the effective management of the marketing communications process. It first defines the purpose of communication. Then it classifies the tools available to communicate with consumers. In the sequel, it elaborates on how... View Details

Keywords: Marketing Communication; Advertising; Promotion; Social Media; Digital Media; Viral Advertising; Marketing; Communications Industry; North and Central America

2013
Chapter

FollowMe.IntDev.Com: International Development in the Blogosphere

By: Ryann Manning

This chapter explores online blogs as a new forum for discussing ideas and practices in international development. Based on a qualitative study of conversations that take place across multiple blogs, I conclude that the blogosphere combines features of a public sphere,... View Details

Keywords: International Development; Blogging; Social Media; Public Sphere; Blogs; Equality and Inequality; Globalization; Social and Collaborative Networks; Developing Countries and Economies

March 2016
Article

Environmental Demands and the Emergence of Social Structure: Technological Dynamism and Interorganizational Network Forms

By: Adam Tatarynowicz, Maxim Sytch and Ranjay Gulati

This study investigates the origins of variation in the structures of interorganizational networks across industries. We combine empirical analyses of existing interorganizational networks in six industries with an agent-based simulation model of network emergence.... View Details

Keywords: Interorganizatonal Relationships; Social Networks; Network Emergence; Interorganizational Networks; Information Technology; Networks; Organizational Structure; Social and Collaborative Networks; Social Media

Web

Social Enterprise - Faculty & Research

decisions about the role of corporations in society. This note includes five selected examples, including Tractor Supply addressing DEI programs and climate targets after an activist launched a social media... View Details

29 Feb 2024
Blog Post

African American Student Union Spotlight on Social Enterprise

leading figures in various fields. This includes socially impactful alumni leaders like Kwame Owusu-Kesse of the Harlem Children Zone and media leaders like Oprah, who openly share their personal and... View Details

2015
Other Teaching and Training Material

Marketing Reading: Digital Marketing

By: Sunil Gupta and Joseph Davin

Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and... View Details

Keywords: Advertising; Buzz Marketing; Internet Marketing; Marketing; Marketing Management; Social Media; Social Networks; Viral Marketing; Word-of-mouth Marketing; Digital; Internet; Marketing Channels; Marketing Reference Programs; Online Advertising; Advertising Industry

Forthcoming
Article

Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers

By: Mengjie Cheng and Shunyuan Zhang

The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on influencers' reputations. We collected a novel dataset of user-generated YouTube videos created by prominent English-speaking influencers in... View Details

Keywords: Reputation; Mathematical Methods; Marketing Reference Programs; Social Media; Brands and Branding

12 Feb 2015
News

How Yelp Can Help

Keywords: Yelp; social media; government policy; big data; public accountability; Government

Teaching Interest

Overview

By: John A. Deighton

I teach about the ecosystem of big data, the role of data in advertising and creative industries, and customer management and personal privacy in an era of individual addressability. View Details

Keywords: Digital Marketing; Database Marketing; Social Media; Data Analytics; Information; Advertising; Marketing; Media; Technology; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry

2010
Other Unpublished Work

Saving Face by Making Meaning: The Negative Effects of Brand Communities' Self-serving Response to Brand Extensions

By: Jill Avery

An ethnographic study of a brand community following the launch of the Porsche Cayenne SUV finds that brand extensions can negatively affect the value of their parent brands. By studying the collective response to brand extensions of existing consumers and by... View Details

Keywords: Brands; Brand Management; Brand Positioning; Brand Equity; Internet; Social Media; Customers; Customer Focus and Relationships; Customer Satisfaction; Marketing; Brands and Branding; Marketing Strategy; Auto Industry

July 2006
Article

Media Reputation of the Insurance Industry: An Urgent Call for Strategic Communication Management

By: Robert G. Eccles Jr. and Matthias Vollbracht

Keywords: Media; Reputation; Insurance; Strategy; Communication; Management

June 2015
Case

Fei Ni Mo Shu (You are the One) and the Chinese Employment Market

By: Christopher Marquis, Qi Li and Ying Zhang

This case study shows the evolution of the Chinese television program Fei Ni Mo Shu (You are the One), from an unrecognized show in 2010 to becoming a television phenomenon in 2015. The success of Fei Ni Mo Shu (You are the One) has resulted from it reflecting the... View Details

Keywords: China; Media; Employment; Education; Media and Broadcasting Industry; Beijing

May 2013
Case

Qantas Luxury: Grounded Flights, First-Class Pajamas and Twitter Hashtags (A)

By: Amy J.C. Cuddy, Cassandra L. Govan, David T. Neal and Anna M. Coster

Keywords: Air Transportation; Social Media; Labor Relations; Brand Management; Air Transportation Industry; Australia

August 2012
Teaching Note

Mekanism: Engineering Viral Marketing

By: Thales S. Teixeira

The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in... View Details

Keywords: Viral Marketing; Viral Ads; Virality; Mekanism; Advertising Agency; Social Media; Influencer; Storytelling; Advertising Content; Advertising; Advertising Industry; North and Central America