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.
Uses a series of online experiments to determine how complexity and emotional engagement interact to create media momentum driving “binge viewing” of shows and increasing audience satisfaction.
Social influencers vary by their relative focus on content versus self-presentation. Self-journalers attract larger audiences for broader reach across categories. Content creators deliver expertise and engagement intensity for more focused followers. Self-creators bridge the difference. Brands can benefit from combining all three to address different stages of the customer journey.