Anne-Madeleine Kranzbühler and Mirella Kleijnen winners of MSI Research Competition
The research competition by the Marketing Science Institute called for novel research on the broad topic of social interactions and social media marketing, investigating critical questions in this area that are relevant to both academics and marketing practitioners.
06/16/2014 | 11:57 AM
The winning project called “Moments that matter: The impact of online social interaction on the customer journey” was awarded $9,400 and investigates the role of firm-initiated social interaction platforms in the customer journey. Firms increasingly provide customers with such platforms as value-adding services offering not only subjective consumer reviews but often also objective expert ratings. However, little is known about how the actual design of a firm-initiated platform affects the consumer journey. The research project aims to answer the questions of how the simultaneous presence of both subjective and objective reviews affects consumer decision making and how, in turn, such a firm-initiated social interaction platform affects the evaluation of the providing firm.
For this research, we collaborate with our partner VODW. Through this collaboration, cooperation with a large Dutch health insurance company was secured. This company provides its customers with a platform that offers both reviews from other customers and expert judgments of the medical quality to enable them to make a well-informed decision when choosing a health service.