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Andrew Lipsman
Publications - 11
Citations - 624
Andrew Lipsman is an academic researcher. The author has contributed to research in topics: Advertising campaign & Advertising research. The author has an hindex of 8, co-authored 11 publications receiving 573 citations.
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Journal ArticleDOI
The power of like: how brands reach and influence fans through social media marketing
TL;DR: The authors of as discussed by the authors examined the nature of the reach and frequency of branded content on Facebook, and found that the reach of brand content among Friends of Fans significantly exceeded the reach among Fans, indicating that the value of a Fan can be assessed in three primary ways: increasing the depth of engagement and loyalty among Fans and generating incremental purchase behavior.
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Digital Game Changers: How Social Media Will Help Usher in The Era of Mobile and Multi-Platform Campaign-Effectiveness Measurement
Gian M. Fulgoni,Andrew Lipsman +1 more
TL;DR: In this article, the authors examined the impact of the dramatic increase in use of mobile computing on advertising media planning and found that a disparity between the audience for mobile advertising and spending on it by marketers is attributed to an historic pattern in which advertisers are reluctant to invest in new media.
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Digital Word of Mouth And Its Offline Amplification: A Holistic Approach to Leveraging And Amplifying All Forms of WOM
Gian M. Fulgoni,Andrew Lipsman +1 more
TL;DR: In this article, the authors propose a method to solve the problem of the problem: this article.1.2501/JAR-55-1-018-02.
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The Downside of Digital Word of Mouth And the Pursuit of Media Quality: How Social Sharing Is Disrupting Digital Advertising Models and Metrics
Gian M. Fulgoni,Andrew Lipsman +1 more
TL;DR: When the mobile Internet was still in its early growth phase, around 2012, social-networking usage shifted quickly in its direction as mentioned in this paper, and what followed was an unprecedented boom in viral content that shook the digital world.
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The Future of Retail Is Mobile: How Mobile Marketing Dynamics Are Shaping the Future of Retail
Gian M. Fulgoni,Andrew Lipsman +1 more
TL;DR: In this paper, the authors identify digital's influence beyond the one out of every six discretionary retail dollars transacted online and propose a strategy to identify digital influence beyond desktop e-commerce.