Browsing Marketing Faculty Research and Publications by Author "Swilley, Esther L."

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Black Friday and Cyber Monday: understanding consumer intentions on two major shopping days

Swilley, Esther L.; Goldsmith, Ronald E. (2013-01-16)

U.S. Retailers consider two major holiday shopping days as their most profitable—the Friday after Thanksgiving, Black Friday, and the Monday after Thanksgiving, Cyber Monday. Understanding consumer attitudes and intentions ...
From firm-controlled to consumer-contributed: consumer co-production of personal media marketing communication

Bacile, Todd J.; Ye, Christine; Swilley, Esther L. (2014-09-19)

Fueled by the sociocultural shift from firm-controlled to consumer-contributed media, the researchers explore the idea of adapting a co-production strategy from service marketing to marketing communication sent to personal ...