Imperial College London
Alternate

ProfessorAndreasEisingerich

Business School

Professor of Marketing
 
 
 
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Contact

 

+44 (0)20 7594 9763a.eisingerich

 
 
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Location

 

386DBusiness School BuildingSouth Kensington Campus

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Summary

 

Publications

Citation

BibTex format

@article{Borah:2020:10.1177/0022242919899383,
author = {Borah, A and Banerjee, S and Lin, Y-T and Jain, A and Eisingerich, A},
doi = {10.1177/0022242919899383},
journal = {Journal of Marketing},
pages = {69--91},
title = {Improvised marketing interventions in social media},
url = {http://dx.doi.org/10.1177/0022242919899383},
volume = {84},
year = {2020}
}
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RIS format (EndNote, RefMan)

TY  - JOUR
AB  - Online virality has attracted the attention of academics and marketers who seek to identify the characteristics of online content that promote sharing. This article adds to this body of research by examining the phenomenon of improvised marketing interventions (IMIs)—social media actions that are composed and executed in real-time proximal to an external event. Using the concept of quick wit and theorizing that the effect of IMIs is furthered by humor and timeliness or unanticipation, the authors find evidence of this effect on both virality and firm value across five multi-method studies, including quasi-experiments, experiments, and archival data analysis. These findings point to the potential of improvised marketing actions in social media and to the features that firms should proactively focus on managing in order to reap the observed online sharing and firm value benefits.
AU  - Borah,A
AU  - Banerjee,S
AU  - Lin,Y-T
AU  - Jain,A
AU  - Eisingerich,A
DO  - 10.1177/0022242919899383
EP  - 91
PY  - 2020///
SN  - 0022-2429
SP  - 69
TI  - Improvised marketing interventions in social media
T2  - Journal of Marketing
UR  - http://dx.doi.org/10.1177/0022242919899383
UR  - https://journals.sagepub.com/doi/10.1177/0022242919899383
UR  - http://hdl.handle.net/10044/1/76723
VL  - 84
ER  -
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