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Image When Video Meets Text: The Role of Multimodal Similarity in Crowdfunding SuccessDR. AIDEN LEE ASSISTANT PROFESSOR OF MARKETINGThe study examines how well videos and written descriptions work together in crowdfunding campaigns. By analyzing over 29,000 Kickstarter projects, we find that when the video and text content are moderately aligned—not too similar, not too different—campaigns tend to raise more money. Also,…

Image The Role of Same-Side and Cross-Side Influences in the Multinational Diffusion of Two-Sided Digital PlatformsFRIDAY 7 MARCH 2025 3:30 pm TO 5 pmLOCATION COB 230  OR Zoom Link: DescriptionTwo-sided digital platforms have proliferated across geographically distinct locations. However, the impact of how diffusion force saffect each side of these…

The American Marketing Association (AMA) chapter at CSU Long Beach soared to success at the 2024 AMA International Collegiate Conference (ICC) in New Orleans from April 11-13. Accompanied by Professor Kierstin Stickney, a collection of 20 students spent three days attending speaker panels, professional development workshops, competitions, and networking activities. Our AMA Chapter won 2nd Place in the "ICC Design Lab Marketing Challenge" and ranked among the "Top 25 Chapters" out of…

The Marketing Department supported the campus-wide "Day at the Beach" event on Saturday, April 13, 2024, to welcome newly admitted students (Fall 2024 incoming class) and their families.  Ten marketing faculty members and more than 20 students and alumni volunteered at the open house at COB to provide a first look at programs, marketing curriculum, student organizations, academic resources, career paths, and more.  We were happy to host these participants for the ºÃÉ«ÏÈÉú Day at the…