I still remember my marketing classes with Professor Mark Ritson, during my MBA programme at London Business School. They were very entertaining, but also very challenging. Mark Ritson was not afraid to question well accepted beliefs, or dispel marketing myths, in very direct (and, often, colourful) terms. So, when I found Mark Ritson on Twitter … Continue reading No digital marketing, please; just marketing, says @markritson
Category: Marketing in everyday life
Day in the Life of an Academic #4: No, I am not on holiday
Classes ended last week and, already, I have lost count of the number of times someone asked if / said that I am now on holidays. So, I thought I should do a “day in the life” post, to give you a glimpse of what an academic gets up to outside of term time. … Continue reading Day in the Life of an Academic #4: No, I am not on holiday
Twitter conversations have the credibility of friends’ recommendations and the impact of online reviews
While we tend to discuss word of mouth in terms of traditional (i.e., face to face) vs. electronic, this paper by Thorsten Hennig-Thurau, Caroline Wiertz and Fabian Feldhaus indicates that this separation is two simplistic. The paper looks at the impact of Twitter conversations on the performance of new movies. It finds that customers … Continue reading Twitter conversations have the credibility of friends’ recommendations and the impact of online reviews
November 2015 round-up
What. A. Busy. Month. And so many strong emotions (the attacks in Paris and elsewhere, the continued plight of the refugees, sad news from a friend…). At a personal level, I reached the end of November feeling very tired, but also very satisfied with progress made on some key projects. I am also quite … Continue reading November 2015 round-up
Handling social media crises
When problems happen and customers take to social media to vent their frustration, it may lead to a social media crisis like the one faced by United or Comcast. So, it is important to detect problems quickly, and act effectively. I recently published a paper, co-authored with Finola Kerrigan, Dirk vom Lehn, Cagri Yalkin, Marc Braun … Continue reading Handling social media crises
October 2015 round up
October was busy. Very busy. This included a lot of firefighting, which I tend to find very draining. My #5pm pictures show that I spent a lot of time at my desk. But, unfortunately, only a minority of that time was spent on writing or, for that matter, on anything remotely related to research. Instead, my month … Continue reading October 2015 round up
Spotted elsewhere: interview with co-founder of Instagram
What? A short interview with Kevin Systrom, co-founder of Instagram, by BBC's Steph McGovern. Where? Spotted on the BBC website. So what? It is a short interview, but Steph McGovern and Kevin Systrom cover quite a bit of ground such as longevity on social media, Instagram's rivals, kids spending too much time on … Continue reading Spotted elsewhere: interview with co-founder of Instagram
Presentation on the challenges of using Twitter for sentiment analysis
As usual, I am sharing you with you my latest presentation. This one was on the topic of using Twitter for sentiment analysis, building on the work done with Yuvraj Padmanabhan (open access paper available here). I really don't want to put you off using Twitter for customer insight. On the contrary - it has lots … Continue reading Presentation on the challenges of using Twitter for sentiment analysis
Coca-Cola: When it comes to customer feedback, negative is more valuable than positive
As I am putting together some notes on the role of Twitter to study sentiment, I come across an interview with Coca-Cola's head of creative content for Asia-Pacific, Pratik Thakar, here. At one point, Thakar says the following about social media as a source of consumer insight: I believe that social media is a big … Continue reading Coca-Cola: When it comes to customer feedback, negative is more valuable than positive
Unpacking perceived risk in the purchase of services
I am preparing some notes for a Services Marketing module, and thought that I would share this extract with you. Services are mostly composed of intangible elements, which makes it very difficult for a customer to assess the quality of the service before purchasing it (and, sometimes, even afterwards as in the case of credence … Continue reading Unpacking perceived risk in the purchase of services
