New research finds publishers and marketers need to adapt as traditional searches and traffic to small websites are substituted by LLM usage.

Brands pay millions for mega-influencer endorsements, but new research from Wharton’s Ryan Dew and Raghuram Iyengar finds having more followers doesn't always yield the biggest bang for the buck.

Entrepreneurs can leverage "dirty creativity" to pitch unusual products that consumers may find objectionable.

Among advertising sequences, there’s a gold standard to build brand appeal in consumers’ minds.

For CMOs and their digital marketing organisations, the changes of the past 18 months have come fast, and their full impact has yet to be felt.

The most common question we hear is, "Where do I start?" The answer is, "Where it makes the most sense from a customer’s point of view."

Signalling your bottom line reduces your counterparty’s ambitions.

To find out how user-generated content affects your bottom line, you need a fine-tuned strategy for data analysis.

When consumers try to estimate a product specification, their best guess depends on whether they believe that they forgot this information or that they were never exposed to it.

A single "like" on Facebook can reveal deep-seated aspects of an individual’s personality.