Whether they call it “two-speed,” “K-shaped” or a “barbell” economy, analysts agree that economies are changing and that marketing strategies, including advertising and branding, must be adjusted to master these changes. Read more »
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What makes consumers more likely to buy during a livestream shopping event? This Journal of Advertising Research study finds that benefit-focused messaging—where influencers emphasize how a product improves consumers' lives—significantly increases sales. Analyzing real-world TikTok livestreams and validating the findings through controlled experiments, the researchers also show that customer engagement, facial attractiveness and expressive body movement amplify the effectiveness of these benefit appeals. The findings provide practical guidance for brands and creators looking to improve livestream performance.
Member Only AccessMaintaining visibility in AI querying results is important but should not be the only focus of marketers’ analysis of search results. Read more »
Member Only AccessDoes “Human in the Loop” in AI-assisted research indicate that GenAI was used effectively and responsibly? Not necessarily—it depends on how human researchers interact with AI. Read more »
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