While consumer screening of nutritional information as well as general health concerns have been on the rise, whether such concerns are reflected in purchasing behavior is not quite as certain. We postulate this disconnect between health concerns (more specifically concerns with fat, salt and...

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...

Do political statements without a scientific basis on medicines cause global pharmaceutical demand spillovers during pandemics? We examine this question using novel sales data from 2018-2020 in the Indian domestic anti-malarial drug markets. Our context is the President of the United States...