University of California, Riverside

Undergraduate Business Program

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Donna Hoffman's and Tom Novak's paper on people's motivations for using social media wins Marketing Science Institute research competition.

(June 3, 2011)

Chancellor’s Chair and Professor of Marketing Donna L. Hoffman and Albert O. Steffey Professor of Marketing Tom Novak were among the winners of the “Challenges of Communications and Branding in a Digital Era” research proposal competition, held by the Marketing Science Institute (MSI). Winning papers were announced May 31.

The competition was intended to stimulate high-quality empirical research on marketing challenges posed by the digital age.

Hoffman’s and Novak’s “Why People Use Social Media:  A Motivational Framework of Goal Pursuit with Implications for Digital Marketing Strategy,” was one of the seven winning research papers out of 37 submitted proposals. Winners received research grants ranging from $3,000-$20,000.

The other competition winners are:  “Does Offline Brand Advertising Affect Online Brand Conversations?” (Abhishek Borah and Gerard J. Tellis); “Conditions for Owned, Paid and Earned Media Effectiveness:  The Performance Impact of Online Customer-Initiated Actions for Better versus Lesser Known Brands of Search and Experience Goods” (Ceren Demirci, Koen Pauwels, Shuba Srinivasan, and Gokhan Yildirim); “Brand Harm Management in the Information Age:  How User Generated Content, Popular Press, and Company Communications Shape Brand Perceptions” (Daria Dzyabura, John R. Hauser, Andrey A. Mizik, and Natalie Mizik); “Consumers’ Brand Experience in Online Social Networking:  The Phenomenon of Brand Building through Facebook Pages” (Heejin Lim, Hyejune Park, and Jewon Lyu); “Building the B[r]and:  Using Social Media to Drive Customer Engagement and Sales” (Yogesh V. Joshi, William M. Rand, and Louiqa Raschid); and “Traditional versus Sponsored Search Advertising:  The Tradeoffs between Building Brand Awareness and Targeted Communication on a Competitor’s Turf” (Amin Sayedi and Kinshuk Jerath).

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