The 'Echoverse': A new way to think about brand-consumer interactions

(University of Maryland) Most studies of the interactions between companies and consumers look at one piece of the puzzle: Advertising or social media or news coverage or 'consumer sentiment' as measured in surveys. A new study from researchers at the University of Maryland, University of Tennessee and Massey Universityexamines how messages about brands across various channels interact in a complex set of feedback loops the authors call the 'echoverse.' And the study offers advice for managers o