research

Pushing Product, Hurting the Brand? Influencer Marketing’s Surprising Side-Effects

The evidence shows that influencer marketing campaigns can increase discussion around a specific product. But the social web is a complex place, and in complex systems effects propagate in complex ways. Some fascinating research from Inyoung Chae, Andrew Stephen et al. shows that a brand executing product-focused influencer marketing campaigns might expect some side-effects – […]

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Gamers = Better Citizens, part II

Gamers make better citizens. Or at least, good citizen-type people tend to also be gamers. The causality isn’t clear yet, but thanks to some recent research, we now know there’s a correlation. People who play video games tend to be more engaged citizens. That’s the headline from the Pew Internet Project report I mentioned a […]

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