I develop a new theory of marketing costs and introduce it into a model of trade with product differentiation and firm productivity heterogeneity. In this model, a firm enters a market if it makes profits by reaching a single consumer there and pays an increasing marginal cost to access...

Persuasion is a fundamental part of social activity, yet it is rarely studied by economists. We compare the traditional economic model, in which persuasion is communication of objectively valuable information, with a behavioral model, in which persuasion is an effort to fit the message into the...

Conventional theory says that innovations first diffuse slowly, then at faster paces, and finally at asymptotically declining rates. Economists and others explain such behavior with a variety of logistic models. Early models like the contagion model derive their predictive power from reliance on...

Social broadcasting networks such as Twitter in the U.S. and "Weibo" in China are transforming the way online word of mouth (WOM) is disseminated and consumed in the digital age. In the present study, we investigated whether and how Twitter WOM affects movie sales by estimating a dynamic panel...

This study explores the relationship between organizational legitimacy and illegitimacy. It combines media content analysis and quantitative approaches to empirically investigate this link in the specific context of investment banks in the United States. Illegitimacy can paradoxically signal...

Value creation for customers in the form of experiences has been gaining attention remarkably. Great customer experiences could fuel surprising wow moments of truth, or perhaps magic moment. In fact, customer experience is destined to act as the tool for differentiation strategy. Quality...

Business internships have become increasingly important and popular in students' learning and career preparation. We conducted a study among eighty-eight business interns to understand the level of satisfaction that marketing students experience from completing internships. Using a factor...

This paper aims to investigate the information sources used by South African students when selecting a Higher Education Institution and further to establish whether statistical significant differences occur between the perceptions of high and medium performing students from two Universities of...

In this paper, we develop a game theoretic model for cooperative advertising in a supply chain consisting of a monopolistic manufacturer selling its product to the consumer only through competing duopolistic retailers. We consider a new form of the demand function which is an additive form. The...

While the prevalence of smokeless tobacco (ST) is low relative to smoking, the distribution of ST use is highly skewed with consumption concentrated among certain segments of the population (rural residents, males, whites, low-educated individuals). Furthermore, there is suggestive evidence that...