Managers increasingly use social media for marketing research, particularly to monitor what consumers think about brands. Although social media monitoring can provide rich insights into consumer attitudes, marketers typically use it in a backward-looking manner — that is, to measure past...

Managers increasingly use social media for marketing research, particularly to monitor what consumers think about brands. Although social media monitoring can provide rich insights into consumer attitudes, marketers typically use it in a backward-looking manner — that is, to measure past...

While previous research on advertising media mixes has focused on pairwise cross-media elasticities or budget optimization within single campaigns, we instead focus on the complementarity of media selection and campaign construction. We do so via analysis of clusters of channels of all sizes....

Digital transformation and the fourth industrial revolution are increasingly impacting all aspect of everyday life, including business management. The use of AI comes with substantial advantages in the short, medium and long term, but also creates substantial new risks that must be appropriately...