How Content Factors Influence the Performance of Online Product Listings


Speaker: Alexander Bleier, Assistant Professor of Marketing at Boston College
Location: 420A Hayden Hall

Join the Marketing Group for a research presentation by Alexander Bleier, Assistant Professor of Marketing at Boston College. The presentation, How Content Factors Influence the Performance of Online Product Listings, will focus on the growth of the internet as a commercial platform and the increase of fierce competition in selling products. Research on the impact of multiple content factors across contexts is missing, but highly important for firms to be able to tailor listings for individual products. To bridge this gap, we collaborate with an online content production company and four major international manufacturing firms. Using 16 large-scale lab experiments, we investigate the simultaneous effects of thirteen content factors on the performance of different product listings. We then conduct a meta-regression to identify the relative importance of specific factors, determine product characteristics that strengthen or weaken their effects, and provide managers with concrete guidelines for their online retail strategies.

*Lunch will be served. RSVP by Nov. 22. If you are interested in meeting with Professor Bleier on the afternoon of November 29th, please indicate so in your email.