Online Marketing
Source: https://bm.hkust.edu.hk/bizinsight/tag/online-marketing Parent: https://bm.hkust.edu.hk/
GAO, Baojun
DING, Xiaojie
GUO, Yue
The Pitfalls of Soliciting Online Reviews
Today’s consumers heavily rely on online peer reviews to guide their purchase decisions. Yet, review platforms and businesses alike are struggling with a shortage of online reviews and declining review length. In response, many businesses have turned to offering incentives, such as discounts or even direct payments, in exchange for (often positive) reviews ... Read More
[ BizStudies ] [ Digital Platform: Design and Strategy ]
How can experts effectively manage empowered lay clients? How should experts respond when online markets give clients a megaphone? Ignoring feedback can backfire in disintermediated, review-driven markets; over-accommodating can hollow out expertise. Studying 67 porcelain artists in Jingdezhen, China, after market reforms, we identify a third path: decompose ... Read More
[ BizTalks ]
SONG, Taikgun
SELA, Aner
The Interplay of Subjectivity and Objectivity in Online Reviews
User reviews are an essential source of information for consumers, exerting a considerable influence on purchase decisions. In general, reviews rated as more helpful exert a greater influence downstream. But how do the linguistic characteristics of a review affect its helpfulness? Thanks to HKUST’s Sang Kyu Park and two colleagues, marketers now have fresh ... Read More
[ BizStudies ]
PIETERS, Rik
WEDEL, Michel
Suppressing Competition in Online Advertising
Advertising is central to e-commerce. In a world of choice, ads drive consumption by informing consumers about available products. New insights into the influence of online advertising on e-shopping behavior come from a study led by Ralf van der Lans of HKUST. The team used eye-tracking experiments to probe how ad features and site design can help or hinder ... Read More
[ BizStudies ]
PIETERS, Rik
WEDEL, Michel
Suppressing Competition in Online Advertising
Advertising is central to e-commerce. In a world of choice, ads drive consumption by informing consumers about available products. New insights into the influence of online advertising on e-shopping behavior come from a study led by Ralf van der Lans of HKUST. The team used eye-tracking experiments to probe how ad features and site design can help or hinder ... Read More
[ BizBites ]
LIM, Hyungsoo
JUNG, Jaehwuen
KIM, Chul
Finding the Perfect Match Online
The Internet has revolutionized not only how we search for information but also how we communicate and interact with others. Central to the ever-expanding digital infrastructure for human connection are online matching platforms. Also known as two-sided markets, these platforms connect users with mutual interests in a range of markets, from ride-sharing (e.g ... Read More
[ BizStudies ]
HILL, Shawndra
Seizing the Moment: Cross-Channel Marketing and Online Search Strategies
Moment marketing, a new sales strategy that leverages technology to synchronize online advertising with trending news and events in the real world, has taken the advertising world by storm. Facing ever fiercer competition for customers’ attention across channels, brands are increasingly turning to moment marketing to help them deliver the right message to ... Read More
[ BizStudies ]
XIAO, Shihong
TANG, Christopher
Customer Clusters and Online Reviews
With a wealth of products and services at our fingertips in the modern marketplace, online reviews have become an invaluable source of information for consumers. This is especially true for “experience goods” such as a haircut or a hotel stay, whose true quality cannot be determined before purchase. Many retailers post user-generated product reviews online ... Read More
[ BizStudies ]
Moment Marketing: A New Tool for Effective Cross-Channel Advertising
Moment marketing is a rich new area of contextual advertising that entails the ability to synchronize online advertising (e.g., sponsored search) in real time with relevant offline events such as TV ads. Although 81% of surveyed digital marketers have launched moment marketing campaigns mostly using TV advertising as trigger events, very little is known ... Read More
[ BizTalks ]
How much should we discount our products or services? Many online sellers offer deep discounts to attract consumers. This is especially the case in online markets where the sellers are often less known to consumers. The question is whether such a promotional tactic helps the sales. It defeats the sellers’ advertising or promotional purposes if the discounts ... Read More
[ BizTalks ]