Zobrazeno 1 - 10 of 68 pro vyhledávání: '"David A. Schweidel"'
3
Frontiers: Supporting Content Marketing with Natural Language Generation
Autor: Martin Reisenbichler, Thomas Reutterer, David A. Schweidel, Daniel Dan
Publikováno v: Marketing Science. 41(3):441-452
Advances in natural language generation (NLG) have facilitated technologies such as digital voice assistants and chatbots. In this research, we demonstrate how NLG can support content marketing by using it to draft content for the landing page of a w
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::56d7fd87abb76fa45aee764ae839a657
https://research.wu.ac.at/de/publications/962d3f33-49f7-4c75-a6a8-516a6d3a9a6b
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4
Leveraging AI for Content Generation: A Customer Equity Perspective
Autor: David A. Schweidel, Martin Reisenbichler, Thomas Reutterer, Kunpeng Zhang
Publikováno v: Review of Marketing Research ISBN: 9781802628760
Advances in artificial intelligence have ushered in new opportunities for marketers in the domain of content generation. We discuss approaches that have emerged to generate text and image content. Drawing on the customer equity framework, we then dis
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::845dd9346cfbbc201639268bcb891a98
https://doi.org/10.1108/S1548-643520230000020006
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6
Paywall Suspensions and Digital News Subscriptions
Autor: Inyoung Chae, Jihyeon Ha, David A. Schweidel
Publikováno v: Marketing Science.
This research investigates how paywall suspensions affect subsequent subscription decisions and how the patterns of content consumption moderate such effects.
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::0e87166d64a31c1188e5173224a8d42c
https://doi.org/10.1287/mksc.2022.1400
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8
How consumer digital signals are reshaping the customer journey
Autor: David A. Schweidel, Yakov Bart, J. Jeffrey Inman, Andrew T. Stephen, Barak Libai, Michelle Andrews, Ana Babić Rosario, Inyoung Chae, Zoey Chen, Daniella Kupor, Chiara Longoni, Felipe Thomaz
Marketers are adopting increasingly sophisticated ways to engage with customers throughout their journeys. We extend prior perspectives on the customer journey by introducing the role of digital signals that consumers emit throughout their activities
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::503870480e463c664f8327d899355c92
https://ora.ox.ac.uk/objects/uuid:20f57a62-ca55-447f-84c5-27be5ddcdddb
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9
Capturing Marketing Information to Fuel Growth
Autor: Oded Netzer, Debanjan Mitra, David A. Schweidel, Rex Yuxing Du
Publikováno v: Journal of Marketing. 85:163-183
Marketing is the functional area primarily responsible for driving the organic growth of a firm. In the age of digital marketing and big data, marketers are inundated with increasingly rich data from an ever-expanding array of sources. Such data may
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::dec13b37d5552e76be2951ab05b71125
https://doi.org/10.1177/0022242920969198
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10
Capturing Changes in Social Media Content: A Multiple Latent Changepoint Topic Model
Autor: David A. Schweidel, Ning Zhong
Publikováno v: Marketing Science. 39:827-846
We develop a topic model with multiple latent changepoints and demonstrate an approach to detect changes in the topics mentioned in brand-related social media posts.
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::c2725787478a34e93a1111352373b64b
https://doi.org/10.1287/mksc.2019.1212
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