Sponsored search is the mechanism whereby where advertisers pay a fee to Internet search engines to be displayed alongside organic (non-sponsored) web search results. Based on prior literature, we draw an analogy between these markets and financial markets. We use the analogy as well as the key...

A unique aspect of sponsored search advertising is that it allows firms to track what products consumers initially search for and what products they eventually buy after visiting their website – something that is typically hard to acquire in physical world settings. Based on a unique dataset...

The increasing availability of individual-level data has raised the standards for measurability and accountability in digital advertising. Using a massive individual-level data set, our paper captures the effectiveness of display advertising across a wide range of consumer behaviors. Two unique...

The proliferation of cameras and their video data in retail marketing presents new opportunities for academics to study customer behavior with the newer video analytics tools. In collaboration with a large retail chain store in Asia, we obtained a unique video dataset collected from in-store...

Online platforms often ask their users to refer friends in exchange for a reward. This paper addresses how referral decisions and referral quality evolve throughout the customer's life cycle as a function of service usage, experience level, and past referral behavior. Our analysis is based on a...