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...

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...

Purpose: In the age of digital media, customers have access to vast digital information sources, within and outside a company's direct control. Yet managers lack a metric to capture customers' cross-media exposure and its ramifications for individual customer journeys. To solve this issue, this...

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...

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...

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...

Despite the importance of promoting online (offline) customers to buy offline (online), little is known about how such targeted promotions actually influence the web, in-store, and total sales. We exploit two randomized field experiment datasets from a large department store with mobile...