We investigate the differential effects of a new index of Twitter-based market uncertainty (TMU) and variables for the US equity market before and during the COVID-19 pandemic. We find that markets are significantly more sensitive to the uncertainty contained in tweets during the pandemic, the...

Firms striving to reach consumers through today's swell of marketing clutter frequently are employing novel marketing practices. Although many nontraditional marketing messages are effective through clever, entertaining, and ultimately benign means, others rely on deception to reach consumers....