Author: mcourse

Our ongoing exploration into the world of social media marketing metrics continues with this seventh installment (following articles in January 2018, 2019, 2020, 2021, 2022, and 2023)¹. We’ve consistently highlighted the...

The burgeoning field of influencer marketing hinges on the seemingly unique connections that digital content creators, or influencers, forge with their audiences. These relationships often transcend the typical one-way...

Cultivation Theory, a prominent framework in media effects research, posits that long-term exposure to media content can gradually shape an individual’s perception of social reality. While traditionally applied to...

The Psychology Behind Upsells That Work Upsells now account for 10-30% of e-commerce revenue (Forrester), but only 3% of brands do them effectively. The secret? Seamless, value-first offers that feel like service, not sales. Why...

Influencer marketing’s power extends beyond simple endorsements; it taps into the social capital that influencers cultivate within their online communities. Social capital, in sociological terms, refers to the networks of...