News sites that depend on subscriptions rather than ad revenues face a “polarization trap.” Partisan content increases engagement (click rates or time on site). Controlling the endogeneity of content choice reveals that such content also reduces willingness to pay and increases churn. Balanced content protects subscription renewals without sacrificing relevance.
Analyzes online consumption of a European newspaper of record to determine the impact of partisan versus balanced content on reader engagement and subscription renewals.
Livestreaming by professionals such as physicians and financial advisors can generate demand. However, unlike social influencers who use aspirational or entertaining information and discounts to promote third-party brands, professionals must rely on formal credentials, demonstrated expertise, audience interaction, substantive and concrete content, simple language, and a neutral, professional emotional tone.
Analyzes consultation data for over 7000 physicians on a major Chinese healthcare platform to determine the features of livestreaming that impact demand.
In today’s deeply polarized environment, consumers are no longer separating politics from purchasing. Research shows that 80% of consumers perceive brands as political, and many actively buy or boycott based on alignment with their values.
Join Professor Oded Netzer for an insightful discussion on brand-preference polarization, the growing influence of political identity on consumer behavior. Drawing on eight years of social media data and real-world brand cases, including Tesla, Nike, Patagonia, and Bud Light, this webinar will explore:
In a marketplace where staying neutral may no longer be an option, this webinar will equip leaders with data-driven insights and actionable frameworks to strengthen brand loyalty while managing risk.
In today’s deeply polarized environment, consumers are no longer separating politics from purchasing. Research shows that 80% of consumers perceive brands as political, and many actively buy or boycott based on alignment with their values.
Join Professor Oded Netzer for an insightful discussion on brand-preference polarization, the growing influence of political identity on consumer behavior. Drawing on eight years of social media data and real-world brand cases, including Tesla, Nike, Patagonia, and Bud Light, this webinar will explore:
In a marketplace where staying neutral may no longer be an option, this webinar will equip leaders with data-driven insights and actionable frameworks to strengthen brand loyalty while managing risk.
In today’s deeply polarized environment, consumers are no longer separating politics from purchasing. Research shows that 80% of consumers perceive brands as political, and many actively buy or boycott based on alignment with their values.
Join Professor Oded Netzer for an insightful discussion on brand-preference polarization, the growing influence of political identity on consumer behavior. Drawing on eight years of social media data and real-world brand cases, including Tesla, Nike, Patagonia, and Bud Light, this webinar will explore:
In a marketplace where staying neutral may no longer be an option, this webinar will equip leaders with data-driven insights and actionable frameworks to strengthen brand loyalty while managing risk.
As “binge watching” of media increases, how can platforms and audiences avoid the hangover? Shows combining complexity and emotional engagement have “media momentum” that drives viewing and satisfaction. Complexity counteracts hedonic adaptation, keeping the consumer involved, and resonance keeps the experience pleasant despite the effort required to follow the plot.