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The role of the partner brand’s social media power in brand alliances

Due to copyright restrictions, the access to the full text of this article is only available via subscription.Managers frequently seek strategies to profit systematically from social media to increase product sales. By forming a brand alliance, they can acquire an installed social media base from a partner brand in an attempt to boost the sales of their composite products. Drawing from power theory, this article develops a conceptual model of the influence of the social media power of partner brands on brand alliance success. The proposed framework details the partner brand’s social media power potential (size and activity of the social media network), social media power exertion (different posting behaviors and comments), and their interaction. The authors test this framework with an extensive data set from the film industry, in which films function as composite products and actors represent partner brands. The data set features 442 movies, including 1,318 actor–movie combinations and weekly social media data (including 41,547 coded Facebook posts). The authors apply a linear mixed-effects model, in which they account for endogeneity concerns. The partner brand’s social media power potential, power exertion, and their interaction can all lead to higher composite product sales. By coding different types of product-related posts, this article provides estimates of their varying monetary value

Metabotropic Glutamate Receptor 5 Negative Allosteric Modulators: Discovery of 2-Chloro-4-[1-(4-fluorophenyl)-2,5-dimethyl-1H-imidazol-4-ylethynyl]pyridine (Basimglurant, RO4917523), a Promising Novel Medicine for Psychiatric Diseases

Negative allosteric modulators (NAMs) of metabotropic glutamate receptor 5 (mGlu5) have potential for the treatment of psychiatric diseases including depression, fragile X syndrome (FXS), anxiety, obsessive-compulsive disorders, and levodopa induced dyskinesia in Parkinson's disease. Herein we report the optimization of a weakly active screening hit 1 to the potent and selective compounds chloro-4-[1-(4-fluorophenyl)-2,5-dimethyl-1H-imidazol-4-ylethynyl]pyridine (basimglurant, 2) and 2-chloro-4-((2,5-dimethyl-1-(4-(trifluoromethoxy)phenyl)-1H-imidazol-4-yl)ethynyl)pyridine (CTEP, 3). Compound 2 is active in a broad range of anxiety tests reaching the same efficacy but at a 10- to 100-fold lower dose compared to diazepam and is characterized by favorable DMPK properties in rat and monkey as well as an excellent preclinical safety profile and is currently in phase II clinical studies for the treatment of depression and fragile X syndrome. Analogue 3 is the first reported mGlu5 NAM with a long half-life in rodents and is therefore an ideal tool compound for chronic studies in mice and rats