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When Customer Referral Programs Backfire

Idea posted: July 2019
  • Marketing

A new study reveals that customer referral programs can sometimes backfire: customers are less likely to recommend innovative products when they are rewarded for finding new customers. The study explores the reasons for this surprising negative impact.

Idea #745
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Photo by Charlie Deets on Unsplash

Why Gender Differences in Shopping Styles Are Stronger than National Differences

Idea posted: July 2019
  • Marketing

A study of consumers in 10 countries supports the view that gender differences in shopping styles have evolutionary, not socio–cultural, roots. At the same time, the study’s authors argue that national culture characteristics can increase the effect of evolution–driven consumer behaviours. The implication for international marketers is to segment customers based on hard–wired evolutionary traits and national cultural influences. 

Idea #746
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Image by Gerd Altmann from Pixabay

Engineer Your Social Media Content to Engage Your Customers

Idea posted: September 2019
  • Marketing

A study of Facebook user response to more than 100,000 Facebook posts by companies and organizations reveal that in social media marketing, emotions engage customers, product information increases leads, and adding to the tsunami of holiday messages has no impact whatsoever.

Idea #752
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Image by roegger from Pixabay

How to Stop a Social Media Firestorm

Idea posted: February 2020
  • Marketing

A new study offers insights for detecting, preventing and mitigating online firestorms that result from negative word-of-mouth posts going viral in an online brand community.

Idea #764
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