Rules of Engagement: Research Shows Social Media Participation Drives Purchase Behaviors
Published 11/1/2012
Author: Marguerite McNeal
Author Biography
Marguerite McNeal is a staff writer for the AMA’s Magazines and e-Newsletters.
Summary
What’s the difference between a like, a share or a post on social media sites, and why should we even care?
In a presentation during Chicago’s Social Media Week earlier this fall, Ed Malthouse, professor and research director for the Medill IMC Spiegel Digital and Database Research Initiative at Northwestern University, explained how different levels of engagement through social media can drive future purchase behavior. Malthouse and a team of researchers studied LoyaltyOne’s Canada AIR MILES Rewards Program, a coalition loyalty system in which roughly two-thirds of Canadian households participate, to see how users’ activity on the organization’s social media site affected their accumulation of air miles.
©2012 Marketing Researchers/American Marketing Association
All Rights Reserved
Please register or login to view this article
Kate Hutchinson wrote:
Maybe I'm missing something here, but I don't see the presentation. I clicked to this page from the newsletter, but there doesn't seem to be anything here but the summary.
Posted on : 11/2/2012
Nancy Pekala wrote:
Hello Kate. To access this article, please click the Log In link and enter your MarketingPower username and password and you will be directed to the article.
Posted on : 11/16/2012