Stephan Ludwig
University of Melbourne
AdvertisingProduct (category theory)World Wide WebWord of mouthSociologyBusinessPsychologyMarketingNarrativePerceptionStyle (sociolinguistics)Experiential learningPublic relationsAssertionComputer scienceLinguisticsSocial mediaBusiness economicsReading (process)Social psychologyNarrative structure
29Publications
9H-index
773Citations
Publications 28
Newest
#1Chahna Gonsalves ('KCL': King's College London)
#2Stephan Ludwig (University of Melbourne)H-Index: 9
Last. Ashlee Humphreys (NU: Northwestern University)H-Index: 14
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For service researchers, contributing to academic advancement through academic publications is a raison d’etre. Moreover, demand is increasing for service researchers to make a difference beyond ac...
Source
#1Stephan Ludwig (University of Melbourne)H-Index: 9
#2Dennis HerhausenH-Index: 10
Last. Peter J. Urwin (University of Westminster)H-Index: 12
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The proliferating gig economy relies on online freelance marketplaces, which support relatively anonymous interactions by text-based messages. Informational asymmetries thus arise that can lead to ...
Source
#1Dhruv Grewal (Babson College)H-Index: 89
#2Dennis Herhausen (KEDGE Business School)H-Index: 10
Last. Francisco Villarroel Ordenes (Libera Università Internazionale degli Studi Sociali Guido Carli)
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Abstract Digital communication, the electronic transmission of information, reflects and influences consumers’ perceptions, attitudes, behaviors, and shopping journeys. Thus, data stemming from digital communication is an important source of insights for retailers, manufacturers, and service firms alike. This article discusses emerging trends and recent advances in digital communication research, as well as its future opportunities for retail practice and research. The authors outline four consu...
1 CitationsSource
#2Stephanie M. NobleH-Index: 22
Last. Stephan LudwigH-Index: 9
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#1Dennis HerhausenH-Index: 1
#1Dennis HerhausenH-Index: 10
Last. Marcus SchoegelH-Index: 4
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After United Airlines baggage handlers smashed Dave Carroll’s $3,500 guitar during a 2008 flight, he spent months fruitlessly seeking compensation. Then he created a music video about the experience and posted it on YouTube. “United Breaks Guitars” amassed 150,000 views within a day, prompting the airline to try to remedy matters—but the reputational damage had been done. Within three days the video had been viewed by 1.5 million people, many of whom “liked” and shared it and chimed in with thei...
1 Citations
#1Jonah BergerH-Index: 39
#2Ashlee HumphreysH-Index: 14
Last. David A. SchweidelH-Index: 17
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Words are part of almost every marketplace interaction. Online reviews, customer service calls, press releases, marketing communications, and other interactions create a wealth of textual data. But...
58 CitationsSource
#1Jochen Wulf (HSG: University of St. Gallen)H-Index: 12
#2Tobias Mettler (UNIL: University of Lausanne)H-Index: 20
Last. Dennis Herhausen (HSG: University of St. Gallen)H-Index: 10
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While user-generated images represent important information sources in IS in general and in social media in particular, there is little research that analyzes image design and its effects on virality. We introduce an innovative computational approach to extract image design characteristics that includes convolutional neural network-based image classification, a dimensionality reduction via principal component analysis, manual measurement validation, and a regression analysis. An analysis of 790,...
#1Francisco Villarroel Ordenes (UMass: University of Massachusetts Amherst)H-Index: 6
#2Dhruv Grewal (Babson College)H-Index: 89
Last. Martin Wetzels (UM: Maastricht University)H-Index: 42
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Consumer-to-consumer brand message sharing is pivotal for effective social media marketing. Even as companies join social media conversations and generate millions of brand messages, it remains unclear what, how, and when brand messages stand out and prompt sharing by consumers. With a conceptual extension of speech act theory, this study offers a granular assessment of brands’ message intentions (i.e., assertive, expressive, or directive) and the effects on consumer sharing. A text mining study...
52 CitationsSource
#1Dennis HerhausenH-Index: 10
#2Stephan Ludwig (University of Melbourne)H-Index: 9
Last. Marcus Schoegel (HSG: University of St. Gallen)H-Index: 4
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Online firestorms pose severe threats to online brand communities. Any negative electronic word of mouth (eWOM) has the potential to become an online firestorm, yet not every post does, so finding ways to detect and respond to negative eWOM constitutes a critical managerial priority. The authors develop a comprehensive framework that integrates different drivers of negative eWOM and the response approaches that firms use to engage in and disengage from online conversations with complaining custo...
56 CitationsSource
#1Jochen Wulf (HSG: University of St. Gallen)H-Index: 12
#2Tobias Mettler (UNIL: University of Lausanne)H-Index: 20
Last. Dennis Herhausen (HSG: University of St. Gallen)H-Index: 10
view all 4 authors...
While user-generated images represent important information sources in IS in general and in social media in particular, there is little research that analyzes image design and its effects on image popu-larity. We introduce an innovative computational approach to extract image design characteristics that includes convolutional neural network-based image classification, a dimensionality reduction via prin-cipal component analysis, manual measurement validation, and a regression analysis. An analys...