"The Power of Sharing: Viral Marketing in Web 2.0" (.PDF, 157KB) - A new essay based upon my personal interest and curiosity about the mysterious techniques of viral marketing.
"Shopper Marketing" (.PDF, 297KB) - A revised essay. During each academic internship under the Faculty of Information & Media Studies, the intern has to submit a mid-term report to the faculty, which serves as an update on the progress of the internship, and a final report that discusses the learnings from the entire internship experience and how it connects to the 'bigger picture'. This revised essay touches on the in-store shopper marketing techniques I learned during my internship at Capital C, and my further research on general shopper marketing practices.
"Steve Nash and Sport Hero Endorsements: The Effective Role of Pro-Social Behaviour" (.PDF, 98KB) - An academic paper written for a special topics course in MIT called "Myths of Advertising." The article discusses celebrity endorsement in advertising, focusing on NBA Phoenix Suns player, Steve Nash.