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Popularity of brand posts on brand fan pages : An investigation of the effects of social media marketing
Social media outlets constitute excellent vehicles for fostering relationships with customers. One specific way to do this is to create brand fan pages on social networking sites. Companies can placeExpand
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Understanding the Marketing Department's Influence within the Firm
Increasing debate centers on the decreasing influence of the marketing department within firms. This study investigates such influence and assesses its determinants and consequences. The results showExpand
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Analytics for Customer Engagement
In this article, we discuss the state of the art of models for customer engagement and the problems that are inherent to calibrating and implementing these models. The authors first provide anExpand
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Challenges and solutions for marketing in a digital era
Internet usage continues to explode across the world with digital becoming an increasingly important source of competitive advantage in both B2C and B2B marketing. A great deal of attention has beenExpand
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Estimation and Testing
In this chapter we consider methods and procedures for the estimation of model parameters. In Section 16.1 we provide a treatment of a simple linear relation between one criterion variable and oneExpand
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Semiparametric Analysis to Estimate the Deal Effect Curve
The marketing literature suggests several phenomena that may contribute to the nature of the relationship between sales and price discounts. These phenomena can produce complex nonlinearities andExpand
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Decomposing the Sales Promotion Bump with Store Data
Sales promotions generate substantial short-term sales increases. To determine whether the sales promotion bump is truly beneficial from a managerial perspective, we propose a system of store-levelExpand
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The Role of National Culture in Advertising's Sensitivity to Business Cycles: An Investigation across Continents
The authors conduct a systematic investigation into the cyclical sensitivity of advertising expenditures in 37 countries, covering four key media: magazines, newspapers, radio, and television. TheyExpand
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Opinion Leaders' Role in Innovation Diffusion: A Simulation Study
This study investigates the critical role that opinion leaders (or influentials) play in the adoption process of new products. Recent existing reseach evidence indicates a limited effect of opinionExpand
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Does Online Information Drive Offline Revenues? Only for Specific Products and Consumer Segments!
While many offline retailers have developed informational websites that offer information on products and prices, the key question for such informational websites is whether they can increaseExpand
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