The rapid digitization of the entertainment industry urges managers to find new ways to improve marketing effectiveness and combat online piracy. Smart devices and innovative online services generate brand-related tracking data that reflect consumers' brand engagement (e.g., digital usage rates,...

Many service firms acquire customers by offering free-trial promotions. A crucial challenge is to retain customers acquired with these free trials. To address this challenge, firms need to understand how free-trial customers differ from regular customers in terms of their decision making to...