News

Ashish Kumar’s research article accepted to Journal of Marketing

The study examines the effect of firm generated content in social media on customer spending, cross-buying and customer profitability
Assistant Professor Ashish Kumar photographed at the Aalto University School of Business in November.

The recent research conducted by Ashish Kumar and his colleagues examines the effect of firm generated content in social media on customer purchase behavior. The authors of the study argue firm generated content is important for purchase behavior because communication in social media has become key in creating meaningful relationship with customers.

“However, at the same time marketing managers are concerned about measuring the returns on investment from social media,” Kumar says. “To respond to marketers’ needs, we examined the effect of firm generated content in social media on three key customer metrics - customer spending, cross-buying and customer profitability.”

Using individual-level data comprising social media participation data, transaction data, and survey data, Kumar and his colleagues find that firm generated content has a positive and significant effect on all three dimensions of customer purchase behavior. The results also indicate that traditional media (e.g., TV advertising) and other digital media (e.g., email marketing) have synergistic effects with the impact of firm generated content.

“Our results furthermore suggest that the effect of firm generated content is greater for more experienced, technologically-savvy and more social-network prone customers,” Kumar says.

The research article was accepted for publication in the Journal of Marketing, which is generally considered the most prestigious academic outlet in the field of marketing. For example the Financial Times ranks it among the 45 most valued academic journals in the field of business administration and economics. Kumar co-authored the article with Ram Bezawada from University at Buffalo, Rishika Rishika and Ramkumar Janakiraman both from University of South Carolina, and P.K. Kannan from University of Maryland. An online version of the article is available at http://journals.ama.org/doi/abs/10.1509/jm.14.0249?journalCode=jmkg and the article will be published in print in 2016.

  • Published:
  • Updated:
Share
URL copied!

Read more news

Interactive data visualization analysis of the genetic ancestry of Finland.
Cooperation, Research & Art Published:

New data visualization provides creative ways of analyzing the genetic ancestry of Finland

A new study conducted at the University of Helsinki succeeded in assessing the genetic ancestry of more than 18,000 Finns. Aalto ARTS contributed to the study’s information design and interactive data visualization.
diction-kuvio-01
Research & Art Published:

Reports

Read the final report of the studies carried out within the DICTION consortium.
QS-ranking tulos 2021
Press releases, Research & Art Published:

Aalto University’s Art & Design now ranked 6th in the world

Six of Aalto’s fields reached the top 100 in the prestigious QS ranking
Kuvassa vihreällä taustalla kuva vaaleasta naisesta ja tapahtuman otsikko
Research & Art Published:

How can there be an education crisis when the children are going to school?

UNESCO estimates that about half of the schoolchildren in developing countries do not even have the basic skills that they need even though they have been attending school for years.