Buzz Contagion: Why Pre-Release Buzz Matters More Than You Think

The Science Behind the Hype: Buzz Does More Than Just Increasing Awareness In today’s fast-paced markets with ever-shorter product lifecycles, the period before a new product launches has become increasingly critical for success. Have you ever found yourself...

Pre-Release Consumer Buzz

The Power of Pre-Release Buzz: How Communication, Search, and Participation Drive Market Success Have you ever found yourself excitedly discussing an upcoming movie months before its release? Or perhaps searching online for details about a highly anticipated product?...

Interactivity and Customer Engagement on Sharing Economy Platforms

It Takes Two to Tango In recent years, sharing economy platforms have revolutionized how we access goods and services. From catching a ride with Uber to booking a vacation rental on Airbnb or finding a handyman on TaskRabbit, these digital marketplaces have made it...

What Drives Brand Loyalty?

The Complexity of Brand Loyalty Simplified In today’s hypercompetitive marketplace, brands are in a constant battle for customer loyalty—a critical factor that can make or break a business. But what exactly drives customers to stay loyal to a brand? We shed new...