While recent research has demonstrated the impact of online product ratings and reviews on product sales, we still have a limited understanding of the individual’s decision to contribute these opinions. In this research, we empirically model the individual’s decision to provide a product...

With the proliferation of social media, questions have begun to emerge about its role in providing marketing insights. In this research, we investigate the potential to “listen in” on social media conversations as a means of inferring brand sentiment. Our analysis employs data collected from...

We investigate the drivers of social media rebroadcasting behavior by jointly examining the effects of message content, user heterogeneity (both observed and unobserved), the fit between message content and individual users, and the influence of prior rebroadcasting activity. We focus on the...

Event scheduling is one of many important decisions facing event marketers in the entertainment industry (i.e., how should multiple performances be scheduled across markets, across venues, and over time?). While there is ample research examining the issues of costs and constraints associated...

This paper examines search across competing e-commerce sites. By analyzing panel data from over 10,000 Internet households and three commodity-like products (books, compact discs (CDs), and air travel services), we show that the amount of online search is actually quite limited. On average,...

Social media listening is the practice of collecting and analyzing user comments on social media in an effort to assess consumer sentiment surrounding a particular brand. In this research, we contribute to the social media listening research and propose a brand favorability measure, based on...

Can political communication specialists benefit from developments in social media intelligence in the business sphere? The corporate world and management studies academics have focused a significant amount of attention on translating online data into actionable intelligence about consumer...

Online advertising campaigns often consist of multiple ads, each with different creative content. We consider how various creatives in a campaign differentially affect behavior given the targeted individual's ad impression history, as characterized by the timing and mix of previously seen ad...