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United statesShunyuan zhangAbhishek nagaraj imke reimersTianjiao yuGiovanni luca cascio rizzoMarissa sharifCynthia cryder robyn leboeufRaghuram iyengarJournal of marketing researchUniversity of pennsylvania working paperJournal of consumer researchEconomic journalEconomic policyGoogle booksWorking paperPennsylvania working paper

Study finds shoppers masking compliance influenced their in-store behaviors

Study finds shoppers masking compliance influenced their in-store behaviors
samacharcentral.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from samacharcentral.com Daily Mail and Mail on Sunday newspapers.

Kannan srinivasanShunyuan zhangRenmin universityProfessor of marketing at harvard business schoolCarnegie mellon universityHarvard universityWorld health organizationInformation systemsTepper schoolAssistant professorHarvard business schoolUnmasking social compliance behavior duringMarketing science

Influencer marketing can be damaging How to minimise the fallout

Influencers shouldn’t turn their backs completely on sponsored content. But they should be strategic about the partnerships they enter into.

Magie chengShunyuan zhangHarvard business school

How Brands and Influencers Can Make the Most of the Relationship

Even as companies devote increasing shares of their marketing budgets to paying social media influencers to tout their products, researchers know little about the tactic’s effectiveness or its overall impact on influencers, their followers, and their partner brands. So, a team of researchers decided to investigate. HBS assistant professor Shunyuan Zhang and doctoral student Magie Cheng analyzed more than 85,000 influencer videos posted on YouTube from August 2019 to August 2020. Comparing similar posts with and without paid promotions, they found that putting out a sponsored video caused significant numbers of followers to doubt the influencers’ authenticity and drop off. The study’s findings suggest several ways for influencers and brands, along with the platforms hosting their content, to minimize the damage.

United statesMagie chengYang tianhao shawn kohShunyuan zhangYang tianhaoLos angelesHarvard business schoolBusiness is all about instantErka media

Can an AI algorithm mitigate racial economic inequality? Only if more black hosts adopt it

E-Mail Machine learning algorithms can leverage vast amounts of consumer data, allowing automation of business decisions such as pricing, product offerings, and promotions. Airbnb, an online marketplace for vacation rentals and other lodging, created an algorithm-based smart-pricing tool that is free to all Airbnb hosts and allows hosts to set their properties daily price automatically. A new study investigated the impact of Airbnb s algorithm on racial disparities among Airbnb hosts. Adopting the tool narrowed the revenue gap between White and Black hosts considerably, but because far fewer Black hosts used the algorithm, the revenue gap between White and Black hosts actually increased after the tool s introduction.

Shunyuan zhangKannan srinivasanParam vir singhCarnegie mellon universityTepper school of businessProfessor of marketing at harvard business schoolTepper schoolBusiness technologiesAssistant professorHarvard business schoolகண்ணன் ஸ்ரீநிவாசன்பாரம் வீர் சிங்கார்னகி மெலந் பல்கலைக்கழகம்டெப்பர் பள்ளி ஆஃப் வணிகப்ரொஃபெஸர் ஆஃப் சந்தைப்படுத்தல் இல் ஹார்வர்ட் வணிக பள்ளிடெப்பர் பள்ளி

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