Smartphones have made sharing images of branded experiences nearly effortless. This research classifies social media brand imagery and studies user response. Aside from packshots (standalone product images), two types of brand-related selfie images appear online: consumer selfies (featuring...

Video content has become a major component of total internet traffic. Growing bandwidth and computational power conspire with an increasing number of video editing tools, smartphones, and online platforms that have facilitated video production, distribution, and consumption by businesses and...

Shareholder activism has sharply increased over the past decade and spread both across countries and among different types of investors. Today, 50% of all engagements occur outside North America, with non-hedge fund investors accounting for one-third of all engagements. We investigate the...

The written word is the oldest and most common type of data. Today, mass literacy and cheap technology allow for greater word output per capita than ever before in human history. To keep pace, companies and scholars increasingly depend on automated analyses — not only of what people say...

Across disciplines, researchers and practitioners employ decision tree ensembles such as random forests and XGBoost with great success. What explains their popularity? This chapter showcases how marketing scholars and decision makers can harness the power of decision tree ensembles for academic...