Ad fraud has serious consequences for brands. However, only limited theoretical works have addressed this topic, and empirical research is scarce. In this paper, we examine ad fraud behavior at different levels of vertical contractual structure. Using two unique data sets separately containing...

Rural consumers may face not only the challenge of affordability but also the problem of limited accessibility. Can a government's subsidy program effectively address these issues? This paper examines the impact of a large-scale subsidy program, “Household Electrical Appliances Going to the...

Understanding and measuring social inter-correlations among consumers are important for marketing researchers as consumers form social networks and their behavior and preference are likely to be interdependent. In this paper, we show that the estimation of consumers' social inter-correlations...

This paper explores firms’ incentives to invest in data protection to mitigate the risk of compromising consumer privacy, in the context of duopoly competition with behavior-based pricing. We highlight the unique nature of privacy protection as a product characteristic, which distinguishes a...

Online social networks such as Twitter and Facebook have become increasingly popular. An interesting question is whether, once people become friends in these online social networks, they really influence each other. Although a stream of research has studied the social interaction effect, many of...

This article models interactions between basketball teams in order to estimate individual players’ offensive production. A theoretical model predicts that, in equilibrium, better offensive players will shoot more often and that all offensive players will average the same number of points per...

The COVID-19 pandemic has created a boom for online fitness service. While people may attribute this to the lockdown and social restriction policies, psychology literature suggests that people could simply be exercising more to cope with the stress induced by the pandemic. In this article, we...

Although consumers increasingly use online communities for various activities, little is known regarding how participation in them affects individuals' decision making strategies. Through a series of field and laboratory studies, we demonstrate that participation in an online community increases...

Signs of the gender gap are ubiquitous in society. Psychological theory suggests that when gender stereotypes are associated with competition, men exert greater effort against women (dominance effect) and women exert less effort against men (submissive effect), which implies that women are at a...

This paper examines the effects of sequential movie releases on the dilution and the enhancement of celebrity brands. The authors use favorability ratings collected over a 12-year period (1993 to 2005) to capture movement in the brand equity of a panel of actors/actresses. A dynamic panel data...