We investigate the hypothesis: those consumers who have communicated with a customer of aparticular service have increased likelihood of adopting the service. We survey the diverseliterature on such quot;viral marketing,quot; providing a categorization of the specific research questionsasked,...

A dynamic network is a special type of network which is comprised of connected transactors whichhave repeated evolving interaction. Data on large dynamic networks such as telecommunications networksand the Internet are pervasive. However, representing dynamic networks in a manner that is...

A data mining (DM) process involves multiple stages. A simple, but typical, process might includepreprocessing data, applying a data-mining algorithm, and postprocessing the mining results. Thereare many possible choices for each stage, and only some combinations are valid. Because of thelarge...

A data mining (DM) process involves multiple stages. A simple, but typical, process might includepreprocessing data, applying a data-mining algorithm, and postprocessing the mining results. Thereare many possible choices for each stage, and only some combinations are valid. Because of thelarge...

Thousands of business news stories (including press releases, earningsreports, general business news, etc.) are released each day. Recently, informationtechnology advances have partially automated the processing ofdocuments, reducing the amount of text that must be read. Current techniques(e.g.,...

Thousands of business news stories (including press releases, earningsreports, general business news, etc.) are released each day. Recently, informationtechnology advances have partially automated the processing ofdocuments, reducing the amount of text that must be read. Current techniques(e.g.,...

Adoption of new services in the marketplace, and the impact that word of mouth has on adoption, has long been of interest to marketers. Managers have therefore become increasingly interested in measuring word-of-mouth activity most commonly through the recommend intention metric. The...

We consider the potential to improve the efficiency and efficacy of broader advertising efforts through cross-channel coordination. Past work has demonstrated a positive relationship between television advertising and online search activity. Here, we consider the types of devices on which search...

An ongoing debate questions whether TV viewers can spread their attention across multiple devices while watching TV. As a result, recent research has focused on understanding media cross-effects, particularly the relationship between TV viewing and simultaneous Internet usage. However, little...

Moment marketing is a new strategy that entails the ability to synchronize online advertising (e.g., sponsored search) in real time with relevant offline events such as TV ads. More and more practitioners are employing this strategy, given the increasing availability of technologies that enable...