While most managers today acknowledge the importance of featuring diverse racial identities in their marketing communications, empirical research that shows how improving such representation may affect consumer behavior is lacking. To fill this gap, we use face recognition and race...

Mobile advertising is one of the fastest-growing advertising formats. In 2013, global spending on mobile advertising was approximately $16.7 billion and it is expected to exceed $62.8 billion by 2017. The most prevalent type of mobile advertising is mobile display advertising (MDA), which takes...

This paper investigates the effectiveness of social media advertising and online video advertising using three large-scale controlled field experiments in the U.S., China and the Netherlands. The study was implemented using a technological approach that allows researchers to combine controls...

Seeded marketing campaigns (SMCs) involve firms sending product samples to selected customers and encouraging them to spread word of mouth (WOM). Prior research has examined certain aspects of this increasingly popular form of marketing communication, such as seeding strategies and their...