Given the unprecedented reach of social media, firms are increasingly relying on social media as a channel for marketing communication. The objective of this study is to examine the effect of firm generated content (FGC) in social media on three key customer metrics, spending, cross-buying and...

In this study we examine the effect of customers’ participation in a firm’s social media efforts on the intensity of the relationship between the firm and its customers as captured by customers’ visit frequency. We further hypothesize and test for the moderating roles of social media...

Facts Up Front style nutrition labels are a front-of-package (FOP) nutritional labeling system that present key nutrient information on the front of packaged food and beverage products in an easy-to-read format. The authors conduct a large-scale empirical study to examine the effect of adoption...

Donation promotions that tie product purchase to charitable contributions are common in the marketplace. Yet little is known about the sensitivity of different consumer segments to such promotions, particularly relative to traditional discount-based promotions. To address this void, the authors...