Bowman, Tripathi on Social Media

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Last year Goizueta marketing professors Doug Bowman and Manish Tripathi were awarded a $55,000 grant from the Google and WPP Marketing Research Awards Program for their proposal, “A Comprehensive Model of the Effects of Brand-Generated and Consumer-Generated Communications on Brand Perceptions, Sales and Share.”

The paper was selected as one of the winners from a  field of more than 120 entries.

Now they’re talking about some of their findings with other grant recipients:

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“When I get excited about research, most importantly it’s the practical relevance,” said Bowman discussing he and Tripathi’s research on the impact marketers see from social media. “… It’s the idea of quantifying social media.”

Click here for more on the pair’s research and Google program.

The joint awards program, launched in 2009, seeks to improve understanding of how online media influences consumer behavior, attitudes and decision-making. Over the course of three years, Google and WPP, a world leader in marketing communications, expect to contribute as much as $4.6 million to the program.

“Really what’s been great is the access to managers and practitioners,” said Tripathi, noting how Google and WPP helped open doors to data and research interests.

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