Marketing Department News

We study how users tip content creators on digital platforms, leveraging a novel dataset with complete tipping history since the feature's launch. We model tipping decisions as a function of users' beliefs about an evolving tipping norm

The study examines how well videos and written descriptions work together in crowdfunding campaigns. By analyzing over 29,000 Kickstarter projects, we find that when the video and text content are moderately aligned—not too similar, not too different—campaigns tend to raise more money.

Two-sided digital platforms have proliferated across geographically distinct locations. However, the impact of how diffusion force saffect each side of these platforms across geographies has yet to be fully characterized. We develop a two-sided diffusion model that captures the growth of crowdfunding platforms across countries. Using data from Kickstarter, we examine the diffusion forces within and across 25 countries.

The American Marketing Association (AMA) chapter at CSU Long Beach soared to success at the 2024 AMA International Collegiate Conference (ICC) in New Orleans from April 11-13. Accompanied by Professor Kierstin Stickney, a collection of 20 students spent three days attending speaker panels, professional development workshops, competitions, and networking activities.