The traditional branding paradigm involved heavy upfront investment and tightly managing the image via controlled communications in hopes of creating dominant brands that could be leveraged to cultivate loyalty and a long-term, steady stream of profits. However, social media can drastically...

Online rating systems can lead, on occasion, to reviews that are unfair or unrepresentative of the true quality provided. On the one hand, receiving an unfairly low rating once, might induce participants to exert more effort and receive a better rating the next time. On the other hand, it might...

Online rating systems can lead, on occasion, to reviews that are unfair or un-representative of the true quality provided. On the one hand, receiving an unfairly low rating once, might induce someone a platform supplier to exert more effort and receive a better rating the next time. On the other...

In a globalized digital economy, it is not clear whether it is better to use globally- or domestically-oriented images in marketing communications, or how the optimal strategy would be affected by economic inequality. We explore this using field experiment data from Facebook in India. In these...

Platforms routinely deploy information notifications that influence consumer behavior. As an information design strategy, either the firm can be transparent and convey the true value of the notification to the user or the firm can obfuscate the notifications (especially for low value news item)....

In this paper, we study two features of digital video ads on content-streaming platforms: length and skippability. Working with vdo.ai, we conduct a field experiment and randomly assign users to the Skippable/Long and Non-Skippable/Short versions of the same ad. We find that compared to the...

Modern digital advertising platforms allow ads to be targeted in a variety of ways, and generally aim to match the ad being shown with either the user or the content being shown. In this study, we examine the effect of matching in emotional content of ads and the video on which the ad is shown...