Wharton Customer Analytics

Research Opportunities

(Closed for Submission)

If You “Like,” Will You Buy? New Data on Social Media Exposure and Purchase Behavior

Over the past two years, this major multinational Fast Moving Consumer Goods (“FMCG”) company has carefully collected multi-channel data for a specific product category in a Western European Country. Using household scanners, television monitors, and network card data capturing devices, the company has recorded what its panelists have bought, what they’ve watched on TV, their banner ad exposures, and what’s been presented to them on their Facebook news feeds. The company’s products can be found in all major grocery chains, and their brands have strong presence across television, online and social channels.

Note: This Research Opportunity is closed for proposal submissions.

Research Teams

GRANTEES OF THE FMCG DATA:

HOW MUCH IS ENOUGH? AN EMPIRICAL STUDY OF MULTI-CHANNEL ADVERTISING COMPLEMENTARITIES

Anna Tuchman, Stanford University
Harikesh Nair, Stanford University
Pedro Gardete, Stanford University

THE EFFECTS OF TRADITIONAL AND SOCIAL MEDIA EXPOSURES ON BRAND PURCHASE: APPLICATIONS OF MULTI-CHANNEL MARKETING DATA

Lijia Xie, Temple University
Chih-Chien Chen, Temple University
Pei-Yu Chen, Temple University

MODELING THE EFFECTS OF SOCIAL MEDIA ON BRAND PURCHASES AND THE INTERACTION OF SOCIAL MEDIA WITH TRADITIONAL FORMS OF ADVERTISING

Michael Cohen, New York University
Bryan Bollinger, New York University
Lai Jiang, University of British Columbia

THE IMPACT OF SOCIAL MEDIA ON BRAND LOYALTY

Yaniv Dover, Yale University
Scott Neslin, Dartmouth University

MODELING ATTRIBUTION, INTERDEPENDENCIES, AND OPTIMAL MARKETING-MIX IN MULTICHANNEL ENVIRONMENTS

Anindya Ghose, New York University
Param Singh, Carnegie Mellon University
Quan Wang, Carnegie Mellon University

MEASUREMENT OF ADVERTISING EFFECTS IN A MULTI-MEDIA ENVIRONMENT: THE VALUE OF SINGLE-SOURCE DATA

Sachin Gupta, Cornell University
Sungho Park, Arizona State University

EXAMINING THE SYNERGETIC EFFECTS AMONG MULTI-CHANNEL BRANDING CAMPAIGNS

Beibei Li, New York University
Foster Provost, New York University
Ori Stitelman, media6degrees
Brian Dalessandro, media6degrees

ELECTRONIC WORD-OF-MOUTH AND ITS ROLE IN MARKETING

Nicolas Glady, ESSEC Business School
Yana Ponomar’ova, ESSEC Business School

Disclaimer

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