Business-to-business (B2B) marketers face the challenge of how to communicate best with decision-makers in a firm. For example, firms selling software and IT need to identify IT decision-makers (ITDM) within a firm. The modern digital environment in theory allows B2B marketers to target such...

Digital technologies lead consumers to instantaneously engage with companies online following TV advertising. As a result, companies increasingly aim to coordinate TV advertising with consumer online behavior. This has led companies and researchers to examine the effect of TV ads on online...

Online sources sometimes publish information that is false or intentionally misleading. We study the role of social networks and advertising on social networks in the dissemination of false news stories about childhood vaccines. We document that anti-vaccine Facebook groups disseminate false...

The use of testimonials from existing customers has always been an important technique in traditional marketing communications. However, it is not clear whether attempts by firms to promote customer testimonials in social media will be equally effective. First, often the reach of a firm on...

Online sources sometimes publish information that is false or intentionally misleading. We study the role of social networks and advertising on social networks in the dissemination of false news stories about childhood vaccines. We document that anti-vaccine Facebook groups disseminate false...

Firms often advertise the maximum discount offered storewide, rather than a specific discount offered for a single product. However, it is unclear how such tensile discount claims of, for example, 'up to 70%' off, perform. On the one hand, promoting the maximum discount may help ads grab...