In this paper, we investigate the effectiveness of the firm's proactive management of consumer-to-consumer communication. We are particularly interested in understanding how, if at all, the firm should go about effecting meaningful word-of-mouth. To tackle this problem, we implemented a...

In the past decade, we have seen a certain convergence between politics and marketing, in sometimes unexpected ways. Political campaigns now routinely use marketing tools to persuade voters. Brands, on the other hand, are engaging with increasing likelihood with explicitly-political movements of...

Previous research studying the financial impact of advertising on firm financial performance has typically measured the effect of aggregate advertising expenditures. This research implicitly relies on the correlation between advertising exposures and expenditures. However, the extant advertising...

In a range of studies across platforms, online ratings have been shown to be characterized by distributions with disproportionately-heavy tails. We focus on understanding the underlying process that yields such “j-shaped” or “extreme” distributions. We propose a novel theoretical...

Marketing researchers and practitioners are interested in targeting individuals in social networks who may have disproportionately higher level of influence over others in their network. While the extant literature suggests either individual characteristics and/or network position may explain...