In a time of persistent consumer unease, The Advertising Research Foundation (ARF) and the Marketing Science Institute (MSI) have joined forces to deliver timely, evidence-based insights on how marketing leaders can navigate uncertainty with empathy, agility and strategic foresight. Their complementary reports offer both psychological and organizational guidance, arming researchers and brand decision-makers with a holistic toolkit for resilient, value-driven marketing.
This study explores how beauty and fashion influencers can optimize branded content by pairing the right topic with the right visual style—revealing actionable strategies that enhance consumer engagement and brand outcomes.
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The household is a crucial unit of consumption that involves joint decision-making. While many studies have focused on individual-level advertising impacts, the interactions among household members have been largely overlooked. This study investigates a dyad-exposure advertising method that targets both spouses as decision-makers in purchasing household products. The findings reveal that dyad exposure significantly increases conversion rates by stimulating intra-couple interaction.
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Are social media platforms compensating musical artists enough for their IP? Although music companies claim social platforms cannibalize sales, the platforms say they give artists much needed exposure. Who is correct? The study examines the impact of TikTok on music consumption and revenue. It highlights what TikTok pays studios and discusses the concerns from Universal Music Group (UMG) regarding inadequate compensation for its artists.
Additionally, it mentions that videos on TikTok function as promotional materials or trailers for full-length productions. The study uses a difference-in-difference model to analyze the data. It concludes that music labels can sharpen their licensing agreements based on the findings.
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