Rishika, Stanko Article in Harvard Business Review Highlights Social Media Effect on Loyalty Programs
Rishika Rishika, an assistant professor of marketing, and Michael Stanko, an associate professor of marketing, served as contributing authors in discussing loyalty program members’ influence through word of mouth and across social media platforms. The study analyzed social media messaging to determine which dimension of brand experience will drive sales. Rishika and her co-authors found that relational and intellectual posts were the most effective in driving sales for loyalty program members. Read more on Harvard Business Review.