Targeted promotions based on individual purchase histories are known to increase promotional response while reducing search effort, yet the opportunity costs of such targeted promotions remain poorly understood. We use field experiments on a mobile e-book reading app and an online ticket...

In the offline world, firms often benefit from responding to consumer complaints. However, the effect of responding to negative comments on social media in the online environment is unclear. A direct firm response may address the negative experience and reduce similar complaints, but such...

We test a self-signaling theory using two large-scale, randomized controlled field experiments. Smartphone users are randomly sampled to receive promotional offers for movie tickets via SMS technology. Subjects are exposed to different pre-determined levels of price discounts and charitable...

To investigate the potential returns of targeted mobile discounts, we design and implement a large-scale field experiment involving two competing movie theaters. In the experiment, we test different forms of targeting based on real-time consumer location and past consumer behavior. A novel...

Timing and shopping stages are two critical factors when designing personalized mobile targeting. However, there is scant evidence demonstrating the business impact of app real-time targeting on customers’ subsequent shopping behaviors across different shopping stages. By conducting a novel...