There is a recent trend among manufacturers of consumer packaged goods such as Proctor & Gamble to eliminate sales promotions and replace them with everyday low prices on their products. The objective of this study is to investigate whether and how such a significant change in promotional...

Purpose: The Covid-19 pandemic and the related closures and lockdowns have changed how consumers shop for products and how they consume them. In this paper, the authors focus on how customers' journeys from the awareness stage down to purchase and loyalty stages have been impacted by the...

In designing consumer durables such as appliances and power tools, it is important to account for variations in product performance across different usage situations and conditions. Since the specific usage of the product and the usage conditions can vary, the resultant variations in product...

We examine the relationship between investment behavior of individual investors on crowdfunding platforms and the fundraising outcomes in crowdfunded ventures. Extant research has identified two main drivers for crowdfunding investments: irrational herding behavior of investors driven simply by...

Today's consumers are immersed in a vast and complex array of networks. Each network features an interconnected mesh of people and firms, and now, with the rise of the Internet of Things (IoT), also objects. Technology (particularly mobile devices) enables such connections, and facilitates many...

We develop and describe a framework for research in digital marketing that highlights the touchpoints in the marketing process as well as in the marketing strategy process where digital technologies are having and will have a significant impact. Using the framework we organize the developments...

Current technology allows firms to produce a granular record of every touch point a consumer makes in their online purchase journey before they convert at a firm's website. However, firms still depend on aggregate measures to guide their marketing investments in multiple online marketing...

Recently, marketing of content (such as books, video and music), digital products and services (such as mobile games, and software), or cloud-based services has been increasingly stimulated by the provision of free samples of content or free games or limited-version of the software or service....

Consumers often use objective as well as subjective criteria to evaluate a product. For example, power tool users may evaluate a power tool based on not only its objective attributes such as price and switch type but also its subjective characteristics such as ease of use and the feel of the...