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Business Faculty Co-Publish Article


Dr. Hemant Sashittal, Professor and Chair of the Department of Management/Marketing, and Dr. Monica Hodis, Assistant Professor of Management/Marketing, recently co-published an article in MIT Sloan Management Review. They worked in collaboration with Dr. Rajendran Sriramachandra Murthy, Assistant Professor of Marketing, Rochester Institute of Technology.

The article, "Is Your Brand a Living Entity," talks about how Twitter is communicating brand and brand news to young adults and how they are receiving and digesting the information. The faculty trio first became interested in the topic as it became more and more difficult to separate their students from their phone in class.

They conducted focus groups with undergraduate students who were avid Twitter users, and found that effective Twitter strategies were helping some companies give their brands a special status and even a personality with the students. Some companies referred to in the article include Starbucks and Whole Foods.

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