Inyoung Chae is an Assistant Professor of Marketing at Goizueta Business School, Emory University, where she teaches digital and social media strategy to undergraduate and MBA students. She has a PhD in Management from INSEAD. Chae's research interests are understanding consumers’ online behavior using statistical models. Her research covers a variety of areas in digital marketing such as online advertising, social media, and news media. Her work has been published in the Marketing Science and Journal of Marketing Research.
Areas of Expertise (7)
Online Word-of-Mouth Marketing
Big Data Analysis
INSEAD: PhD, Management 2016
Media Appearances (3)
Look Out For This Surprising Consequence Of Influencer Marketing That Could Hurt Your Brand
Influencer marketing leverages the authenticity embedded in the connections that influencers have with followers and friends on social media. But is it all positive when it comes to influencer marketing?
Lessons in Digital Transformation from the Hotel Industry
INSEAD Knowledge online
One of the key game changers in the industry has been consumer empowerment, particularly access to information based on a case study exploring AccorHotels.
Nine new faculty members join for Fall 2016
Goizueta Business School welcomes many new faculty members in the Fall 2016. “I am both privileged and honored to help this group achieve new heights as researchers and educators,” said Kristy Towry, Vice Dean of Faculty and Research.
2016 Seeded marketing campaigns (SMCs) involve firms sending products to selected customers and encouraging them to spread word of mouth (WOM). Prior research has examined certain aspects of this increasingly popular form of marketing communication, such as seeding strategies and their efficacy. Building on prior research, this study investigates the effects of SMCs that extend beyond the generation of WOM for a campaign’s focal product by considering how seeding can affect WOM spillover effects at the brand and category levels. The authors introduce a framework of SMC-related spillover effects, and empirically estimate these with a unique data set covering 390 SMCs for products from 192 different cosmetics brands. Multiple spillover effects are found, suggesting that while SMCs can be used primarily to stimulate WOM for a focal product, marketers must also account for brand- and category-level WOM spillover effects. Specifically, seeding increases conversations about that product among nonseed consumers, and, interestingly, decreases WOM about other products from the same brand and about competitors’ products in the same category as the focal product. These findings indicate that marketers can use SMCs to focus online WOM on a particular product by drawing consumers away from talking about other related, but off-topic, products.