More and more organizations are turning to social media to reach as many potential customers as possible, yet few marketing campaigns truly “go viral.” This is largely due to the immense amount of content competing for attention in social networks. Even if users see a particular campaign, they may pay no attention to it, due to the overabundance of ... 閱讀更多

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 ... 閱讀更多

Are numbers perceived to have human-like characteristics, such as the ability to feel lonely? A study by HKUST’s Jaideep Sengupta and colleagues suggests that they are—and that consumers’ preferences are influenced by these supposed characteristics. This pioneering study, which for the first time links numerical cognition with consumer behavior, shows that ... 閱讀更多

The likelihood of venture capital (VC) firms’ forming partnerships with others is strongly influenced by their relative status, say HKUST’s Pavel I. Zhelyazkov and his co-author Adam Tatarynowicz (Singapore Management University). In a timely and incisive study, the authors investigate “status-asymmetric ties” to understand why and how unequal partners ... 閱讀更多