Consumers who engage with trends may be less open to advertising than others

(Institute for Operations Research and the Management Sciences) One common assumption in digital marketing is that individuals who are mindful of what's trending on social media, will be responsive to social media advertising. As a result, firms increasingly try to mesh their brand with an emerging trend to get the attention of those who propagate these trends. A new study by researchers from London Business School, MIT Sloan School of Management, and Cass Business School at City, University of London, may change that.

from EurekAlert! - Social and Behavioral Science https://ift.tt/2Har1w3