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...

The Double-Edged Sword of Unfinished Teasers

Unfinished Teasers: A Double-Edged Sword In today’s digital age, content providers constantly seek ways to attract consumers’ attention and encourage them to engage with their content. One popular strategy is using teasers—short previews designed to pique...