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Dept. of MSCM Professors and Doctoral Student Win MSI Research Competition

For release:  June 19, 2014

Dr. Marla Stafford, Great Oaks Foundation professor and MSCM chair, along with Dr. George Deitz, associate professor of Marketing & Supply Chain Management, and doctoral student, Alexa Fox, were announced as one of the winning teams of the Marketing Science Institute (MSI) Research Competition. The group submitted a research proposal to the competition in the category of Social Interactions and Social Media Marketing. They were one of 22 teams who were awarded a research grant. They will receive a $7500 grant that will go towards the completion of their research.

“We are excited and honored that MSI has selected our research as a winning proposal and will be providing funding,” said Dr. Stafford. “It is a wonderful opportunity to represent the kind of innovative research that takes place at Fogelman College.”

The group’s research focuses on the way in which language effects online reviews using multiple methods. By utilizing behavioral experiments that investigate the influence of online review elements on individual response, the subject’s attention, affect and cognition will be measured. The group was granted access by a national company to use their aggregated review and business unit performance data for empirical modeling. The results of these studies will contribute significantly to the academic literature on online customer reviews and will also inform businesses about customer perceptions of these reviews and their ultimate effect on customer and corporate performance.

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Last Updated: 6/19/14