Ementa:
The purpose of this seminar is to introduce the key literature concerning Digital Marketing. We will examine the literature regarding current theory and concepts in digital marketing including online customer reviews, eWOM, social media among others. The seminar does not chronologically follow the historical evolution of the field but is organized around the perspective of the instructor. Initially, we will examine traditional microeconomic, functional, and institutional models of marketing channels. Then we will examine a series of emerging theoretical perspectives on digital marketing. From there we will focus on some important behavioral phenomena.
Bibliografia:
Tang, T., Fang, E., and Wang, F. “Is neutral really neutral? The effects of neutral user-generated content on product sales.” Journal of Marketing 78, 4 (2014): 41-58. Wang, F., Liu, X., and Fang, E. E. “User reviews variance, critic reviews variance, and product sales: An exploration of customer breadth and depth effects.” Journal of Retailing, 91, 3 (2015): 372-389. Felbermayr, A., and Nanopoulos, A. “The role of emotions for the perceived usefulness in online customer reviews.” Journal of Interactive Marketing 36 (2016): 60-76. Agnihotri, A., and Bhattacharya, S. “Online review helpfulness:… Bibliografia Completa