Social media marketing most effective when it prompts consumers to start posting
Social media is a critical marketing tool to help raise awareness when firms launch new products. The platforms can help inform consumers about product characteristics and benefits relative to competitors’ products.
New research from the University of Notre Dame analyzes data from the motion picture industry, which often relies on social media promotion, in an effort to understand how marketers could better promote other new products.
“The Ripple Effect of Firm-Generated Content on New Movie Releases,” forthcoming in the Journal of Marketing Research ...










