Stephan Ludwig

How to Keep Complaints from Spreading

Dennis Herhausen, Stephan Ludwig, Dhruv Grewal, Jochen Wulf, Marcus Schoegel

Scholarly Contribution to Database/Website  |  2020

After United Airlines baggage handlers smashed Dave Carroll’s $3,500 guitar during a 2008 flight, he spent months fruitlessly ..

Uniting the Tribes: Using Text for Marketing Insight

Jonah Berger, Ashlee Humphreys, Stephan Ludwig, Wendy W Moe, Oded Netzer, David A Schweidel

Journal article  |  2020  |  Journal of Marketing

Words are part of almost every marketplace interaction. Online reviews, customer service calls, press releases, marketing communic..

Designing Brand Descriptions for the Digital Organizational Frontlines

Riley Krotz, Stephanie Noble, Dhruv Grewal, Carl-Philip Ahlbom, Stephan Ludwig

Conference Proceedings  |  2020  |  2020 AMA Winter Academic Conference Proceedings

A computational visual analysis of image design in social media car model communities

J Wulf, T Mettler, S Ludwig, D Herhausen

Conference Proceedings  |  2019  |  27th European Conference on Information Systems - Information Systems for a Sharing Society, ECIS 2019

While user-generated images represent important information sources in IS in general and in social media in particular, there is l..

Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities

S Ludwig, Dennis Herhausen, Dhruv Grewal, Jochen Wulf, Marcus Schögel

Journal article  |  2019  |  Journal of Marketing

Online firestorms pose severe threats to online brand communities. Any negative electronic word of mouth (eWOM) has the potential ..

Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages

Francisco Villarroel Ordenes, Dhruv Grewal, Stephan Ludwig, Ko de Ruyter, Dominik Mahr, Martin Wetzels

Journal article  |  2019  |  Journal of Consumer Research

Consumer-to-consumer brand message sharing is pivotal for effective social media marketing. Even as companies join social media co..

Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities

Stephan Ludwig, Dennis Herhause, Dhruv Grewal, Jochen Wulf, Marcus Schloegel

Conference Proceedings  |  2019  |  Proceedings of 48th European Marketing Academy Conference

Online firestorms pose severe threats to online brand communities. Any negative electronic word of mouth (eWOM) has the potential ..

What Happens in Vegas Stays on TripAdvisor? A Theory and Technique to Understand Narrativity in Consumer Reviews

S Ludwig, Tom Van Laer, Jennifer Edson Escalas, Ellis A Van Den Hende

Journal article  |  2019  |  Journal of Consumer Research

Many consumers base their purchase decisions on online consumer reviews. An overlooked feature of these texts is their narrativity..

Winning the Gig in Freelance Online Marketplaces

S Ludwig, Liliana Bove, Sabine Benoit, Ko De Ruyter, Peter Urwin

Conference Proceedings  |  2018

One of the most striking recent developments in the professional services market has been the emergence of digital job platforms t..

Preventing Online Firestorms in Social Media

Stephan Ludwig, Dennis Herhausen, Dhruv Grewal, Jochen Wulf, Marcus Schloegel

Conference Proceedings  |  2018  |  Proceedings of Interactive Marketing Research Conference 2018