Due to time constraints and search costs, consumers are unable to explore millions of pieces of digital content, such as e-books, music, and movies, before making consumption decisions. Previous studies have extensively scrutinized how pre-consumption information artifacts—e.g., online...

Service marketers have access to many forms of acquisition channels. Therefore, understanding which channel is the most effective at attracting loyal customers is of growing importance. However, evaluation of a customer acquisition channel is not always straightforward. Ideally, the true...