This is the Marketing topic for Lehigh Business Thought Leadership.

Rebecca Wang on Holiday Shopping, Online Trends and AI

A marketing researcher discusses Black Friday, the power of omnichannel shopping, what to look out for in online reviews, and the role AI will play in shopping.

Nevena Koukova and Rebecca Wang on How Asking for Positive Online Reviews Can Backfire on Retailers

Five-star customer reviews are the Holy Grail of online retailers. But asking customers to only leave positive reviews may lead to diminished customer loyalty.

Danny Zane Explains Motivation Contagion on Social Media

Why your perception of what motivated someone to post on social media about an experience they had may unknowingly keep you from enjoying the same experience.

Marina Puzakova on Anthropomorphism in Tourism

Marketing a travel destination with humanlike characteristics can attract some tourists, but turn off others. What the tourism industry needs to know.

Danny Zane on Would You Buy Something Just Because it was Pi Day?

Sales promotions centered on special days like Pi Day on March 14 can be an effective lure for shoppers, a recent study suggests.

Rebecca Wang and Mathew Isaac On How Religious Ads Can Hurt Faith-Based Colleges

Colleges and universities using overtly religious advertising risk having prospective students rate their STEM and even business programs lower, research suggests.

IBE Capstone Project: Crowdfunding to Fight Domestic Violence

Members of the 2022 Integrated Business and Engineering Program choose to focus their IBE capstone project on Finability, a nonprofit helping fight domestic violence.

Losing Their Religion? Reputational Harm to Universities from Overtly Religious Advertising

In new research, recently accepted for publication in the Journal of Advertising, researchers find consistent evidence that when a university uses overtly religious advertising or marketing communications, stakeholders’ evaluations of academic programs that are closely related to religion (e.g., Theology & Ministry, religious studies) increase. Learn more.

Beibei Dong on the Risks of Letting AI Choose Your News

Research by two Lehigh Business faculty members suggests there is cause for concern over the increasing role AI plays in choosing what appears in our news feeds.

Hands-On Business Classes Give Students Real-World Advantages

Many Lehigh Business classes allow you to team up with other students to solve real-world business problems.