Studies

The Medill IMC Spiegel Digital & Database Research Center investigates how customer engagement with brands correlates with purchase behavior. Click on the topics below to get our research and see press coverage.
Engagement Engine
A New Framework to Understand How Customers Engage with Brands
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Retail Marketing
How Engagement Shapes Consumer Behavior Across Retail Settings
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Branded App ROI
Evidence of the Value of Consumer Engagement Via Branded Apps
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Online Reviews
Evidence of the Power of Reviews to Influence Sales
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Paid vs. Owned Media
The Impact of Owned Media vs. Paid Media on Brand Sales
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B2B Marketing
Evidence of the Content Marketing Strategies that Drive Business
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Social Media Contests
Do consumers who engage in social media contests buy more?
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Online Negative Word-of-Mouth
Do negative posts in a social media environment impact purchase behavior?
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Mobile Apps
Do consumers who engage with a brand on their mobile phone buy more?
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Multi-Platform Engagement
How does multi-channel engagement affect purchase behavior?
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Loyalty Programs
Do instant rewards drive purchase in a loyalty program?
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Star Ratings and Review Content
How do star ratings and review content influence purchase?
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Self Motivated vs. Prompted Reviews
How does self selection impact star ratings for online reviews?
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From Reviews to Revenue
How do rating and reviews affect conversion rates on e-commerce sites?
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