The role of TV ad content in viewers' zapping behavior

Researchers from ESCP Business School and University of Cologne published a new paper in the Journal of Marketing that investigates the role of TV ad content in driving or mitigating viewers' zapping behavior.

Leveraging social media during a disaster

During a disaster, many people turn to social media seeking information. But communicating during disasters is challenging, especially using an interactive environment like social media where misinformation can spread easily.

What price influence?

Social media influencers can wield considerable power when it comes to advocating for brands and even causes specifically with the niche that is their following on a given platform. Among the various platforms, Instagram, ...

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