INFORMS Open Forum

Consumers who engage with trends may be less open to advertising than others

  • 1.  Consumers who engage with trends may be less open to advertising than others

    Posted 04-02-2018 10:40
    One common assumption in digital marketing is that individuals who are mindful of what's trending on social media, and propagate these trends, will be responsive to social media advertising and marketing, thus sharing branded messages with their network on a wide scale. As a result, firms increasingly try to mesh their brand or product with an emerging trend to get the attention of those who propagate these trends. A new study conducted by researchers from London Business School, MIT Sloan School of Management, and Cass Business School at City, University of London, may change that assumption. 

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    Ashley Kilgore
    Manager, Public Relations
    INFORMS
    Catonsville MD
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