Don Schultz

Northwestern University - Integrated Marketing Communications Program

Professor (Emeritus in Service)

3-101 MTC

1870 Campus Drive

Evanston, IL 60208

United States

SCHOLARLY PAPERS

3

DOWNLOADS

784

SSRN CITATIONS

4

CROSSREF CITATIONS

3

Scholarly Papers (3)

1.

Social Media and Consumer Engagement: A Review and Research Agenda

Journal of Research in Interactive Marketing, Vol. 10(4), p. 268-287, 2016
Number of pages: 34 Posted: 21 Nov 2016
Victor A. Barger, Jimmy Peltier and Don Schultz
University of Wisconsin-Whitewater, University of Wisconsin - Whitewater and Northwestern University - Integrated Marketing Communications Program
Downloads 598 (62,615)
Citation 4

Abstract:

Loading...

Social Media, Social Media Marketing, Digital Marketing, Engagement, Consumer Engagement, Firm Engagement, Marketing Communications, Brand Management

2.

Perils of Using OLS to Estimate Multimedia Communications Effects

Journal of Advertising Research, September 2007
Number of pages: 13 Posted: 25 May 2008
Prasad A. Naik, Don Schultz and Shuba Srinivasan
University of California, Davis, Northwestern University - Integrated Marketing Communications Program and Boston University - Questrom School of Business
Downloads 186 (220,872)

Abstract:

Loading...

advertising, multimedia communication, OLS, Wiener-Kalman filtering

3.

Rethinking Brand Loyalty in an Age of Interactivity

The IUP Journal of Brand Management, Vol. IX, No. 3, September 2012, pp. 21-39
Posted: 26 Nov 2012
Don Schultz and Martin Block
Northwestern University - Integrated Marketing Communications Program and Northwestern University - Integrated Marketing Communications Program

Abstract:

Loading...