New sellers who enter online marketplaces have to build up an online reputation in order to be successful. I examine how sellers use "free'' (offering products at a zero price) as a dynamic pricing strategy to encourage consumers to experience their products, thereby increasing the number of...

In recent years, billions of dollars are spent, by both online and offline retailers, on website design aimed at increasing consumers’ online engagement. We study the relationship between online engagement and offline sales, utilizing a quasi-experimental setting whereby a leading premium...

Pharmaceutical companies have been forced to change their approach to selling over-the-counter medicines (OTC) because of increased pressure on sales margins. The development of Web 2.0, Web 3.0, and social media technologies allow low-cost online marketing, including e-commerce. An...

The digital environment, which includes the Internet and social networks, is propitious for digital marketing. However, the collection, filtering and analysis of the enormous, constant flow of information on social networks is a major challenge for both academics and practitioners. The aim of...