Nicholas Lurie

Marketing Professor, Colleagues Find New Way to Enhance Social Media Influencer Messaging

Posted on by Claire Hall

UConn Today – UConn marketing professor Nicholas Lurie and two colleagues have found a little-known method for significantly enhancing social media influencer marketing.

In a recently published article in the Journal of Marketing, the researchers highlight how seeding the combination of a prominent influencer and a follower boosts the spread of an endorsement up to fivefold.

“Both researchers and marketers have traditionally believed that the key to social media messaging is to find the influencer with the largest social network,’’ Lurie says.

Read article

Consumers: Online Restaurant Reviews are not All Equal

Posted on by Scott Slater III

UConn Today – People searching online restaurant reviews give less value to those written on mobile devices than on other platforms, according to new research in the journal Marketing Science.

In a study of 275,000 restaurant reviews, researchers from the University of Connecticut, Boston College, and Peking University found differences in reader perception based on the platform where the review was generated.

Gamification and Mobile Marketing Effectiveness

Posted on by Nancy White

Journal of Interactive Marketing 34 (2016), 25–36

Charles F. Hofacker, Ko de Ruyter, Nicholas H. Lurie, Puneet Manchanda, & Jeff Donaldson

A variety of business sectors have been buffeted by the diffusion of mobile technology, a trend that presents a variety of difficult challenges but interesting opportunities to marketers. One such opportunity is gamification, which, one hopes, will enhance appeal to mobile consumers. Our sense from both personal experience and the literature is that the gamified mobile apps currently offered by firms mostly miss the mark. We provide a systematic overview of game design and note how principles derived from that field are highly applicable to gamification in mobile marketing settings. We are aided by the work of Schell (2008), whose Elemental Game Tetrad Model allows us to offer a coherent look at how gamification should affect mobile marketing outcomes.  Full article.