Advance purchasing is common in several product markets (e.g., concerts, air travel, etc.) but has generally been understudied in the marketing literature. Research to date has focused primarily on the analytical modeling of optimal pricing policies. Our work complements this literature by...

Online advertising campaigns often consist of multiple ads, each with different creative content. We propose a model that evaluates the effectiveness of each creative in a campaign given the targeted individual’s ad impression history, as characterized by the timing and mix of previously seen...

With the proliferation of social media, questions have begun to emerge about its role in providing marketing insights. In this research, we investigate the potential to “listen in” on social media conversations as a means of inferring brand sentiment. Our analysis employs data collected from...

While recent research has demonstrated the impact of online product ratings and reviews on product sales, we still have a limited understanding of the individual’s decision to contribute these opinions. In this research, we empirically model the individual’s decision to provide a product...

We investigate the drivers of social media rebroadcasting behavior by jointly examining the effects of message content, user heterogeneity (both observed and unobserved), the fit between message content and individual users, and the influence of prior rebroadcasting activity. We focus on the...

Can political communication specialists benefit from developments in social media intelligence in the business sphere? The corporate world and management studies academics have focused a significant amount of attention on translating online data into actionable intelligence about consumer...

Previous research has demonstrated the importance of installed base size effects, in which content released on a platform with a larger installed base tends to generate greater sales. We further examine the role of the installed base by considering the impact of installed base composition on...