From an eighteenth-century anecdote in Philadelphia to modern laboratory experiments: how asking for a small favour disrupts the logic of give-and-take and creates emotional closeness By: Israel Namdar In 1737, in pre-Revolutionary Philadelphia, Benjamin Franklin found himself in a situation that could have derailed his public career before it had even begun. At the time, …
Author: Ronnie Nadri
Micro-Case Study: Stanley Cups — Explosive Popularity Through TikTok & Community Hype
What Happened? Stanley, a 110-year-old drinkware brand once associated with camping and older demographics, suddenly became one of the most talked-about lifestyle products worldwide. Their insulated “Quencher” tumbler became a viral sensation in 2023–24, selling out repeatedly and generating long queues, resale markets, and “drop culture” similar to sneakers. Why the Brand Gained Popularity TikTok …
Use of TikTok by brands: case studies
Case Study 1: Made by Mitchell (UK beauty/cosmetics) This is one of the most oft-cited success stories on TikTok Shop in Western markets. What happened During a TikTok Shop Summer Sale live event, Made by Mitchell sold one product every second over a 12-hour live, generating ~US$830,000. Within 24 hours, they crossed US$1 million in …