The role of TV ad content in viewers' zapping behavior

Researchers from ESCP Business School and University of Cologne published a new paper in the Journal of Marketing that investigates the role of TV ad content in driving or mitigating viewers' zapping behavior.

How 'liking' leads to buying

Social media offers marketers a once-only-dreamed-of opportunity for free consumer-to-consumer advertising. But success depends on consumers being willing to share messages with their friends and followers, and often, they ...

Hollywood studios questioning their friendship with Facebook

Hollywood's friendship with Facebook is showing signs of strain. The entertainment industry was among the first to embrace the Silicon Valley phenomenon. Studio executives thought the giant social network held great promise ...

Recession forces new focus in e-commerce marketing

(AP) -- Online retailers are shifting their marketing from traditional advertising to less expensive tools like Facebook.com and Twitter and e-mail as they seek market share or just work to retain customers, according to ...