How to Effectively Market Influencers “Kollective”: An Innovation that Responds to Business Needs by Chula’s Start-Up

Chula alumni team in cooperation with the CU Innovation Hub has come up with the idea of “Kollective” a new start-up that provides the tools and services for full-scale marketing of influencers. With the analysis using big data, the best influencers are chosen to increase sales volumes in your business.

Linking diversity at performing arts nonprofits with marketing, funding, location

Researchers tracked changes in the racial makeup and income levels of customers at two dozen nonprofit performing arts organizations over seven years. They then investigated how marketing and other factors, like location and funders, impacted what they define as customer diversity, equity and inclusion (DEI).

What emojis, emoticons and ¯\_(ツ)_/¯ add to online business communication

Andrea Luangrath studies emojis, emoticons, and other nonverbal types of speech expressed in online communications. These forms of communication, called textual paralanguage, also include stretched out words (“riiiiiiiiiight”), exaggerated punctuation (“!!!!!!!!!”), auditory sounds (“meh”), and this guy ¯\_(ツ)_/¯. Her research…

In franchising, playing tough early may support long-term benefits

To protect their brand or uphold uniformity, franchisors sometimes terminate contracts with franchisees. A new study found profitability decreased right after termination but essentially bounced back in two years. The researchers also discovered young, rapidly growing chains benefited more from ending contracts with wayward franchisees compared to mature, slow growing chains.

Loyalty Program Members, Regular Customers Respond Differently to Social Media Marketing

A new study finds the social media messages that resonate best with loyalty program members differ from the posts that work best with other customers. The finding could inform how best to craft social media campaigns aimed at either segment of a company’s customer base.

Countermarketing based on anti-smoking campaigns reduces buying of sugary ‘fruit’ drinks for children

Public health messages such as in the image (associated with this release) — designed to reduce parents’ purchases of sugar-sweetened beverages marketed as fruit drinks for children — convinced a significant percentage of parents to avoid those drinks, according to a study by researchers at the University of Washington and the University of Pennsylvania.

Chula Marketing Guru Cautioned Entrepreneurs Against “3Ps of Business Taboos” to Survive the Fourth Wave of COVID-19

Chula marketing professor from the Faculty of Commerce and Accountancy warned entrepreneurs of the “3Ps” of things they should not do, and to hang on to their hope. This fourth wave of COVID-19 too shall soon pass.

Graphic Warning Labels on Cigarette Packaging Changes Perceptions

A Herbert Wertheim School of Public Health and Human Longevity Science at University of California San Diego clinical trial showed that graphic warning labels on cigarette packaging changes perceptions of smokers to recognize the negative consequences of tobacco and consider quitting.

Health and Socializing: Why People Use Mixed-Reality Sports Tech

New technologies allow users to do things like race their real bikes against other real people in a virtual world, and a new study outlines what motivates people to use these online platforms. The findings offer insights for future iterations of these technologies – and how to market them.

Making health a central part of identity may improve mask compliance, other healthy behaviors

Thinking of health as an essential part of identity encourages healthier behaviors, including adherence to physical distancing and mask guidelines during the COVID-19 pandemic, according to newly published research. The results of the study also highlighted differences in how political views influence response to public health messages.

Airing commercials after political ads actually helps sell nonpolitical products

About $7 billion reportedly will be spent this fall on television and digital commercials from political campaigns and political action committees, filling the airwaves with political ads many viewers dislike. Companies running ads immediately afterward have been concerned about the potential of a negative spillover effect on how they and their products and services are perceived. But new research from the Indiana University Kelley School of Business finds that the opposite is true. Contrary to mainstream thought, political ads instead yield positive spillover effects for nonpolitical advertisers.

Consumer Stockpiling During COVID-19 Crisis Can Look Panicky, But It Has Its Rational Side

Consumers are clearing store shelves. Some observers call it “panic buying.” But a Johns Hopkins University expert on consumer behavior, while acknowledging that panic is an element of the phenomenon, says stockpiling can be seen as a rational approach to shopping during a pandemic.

Memorial Sloan Kettering Appoints Roxanne Taylor as Chief Marketing and Communications Officer

Memorial Sloan Kettering Cancer Center has appointed Roxanne Taylor as Chief Marketing and Communications Officer, effective February 3. In this role, Ms. Taylor will be responsible for shaping and enhancing the MSK brand and will be accountable for building the long-term equity of the brand with all stakeholders.