The exponential growth in digital media has raised questions about the relevance of printmedia in the overall marketing mix. In this study, we evaluate the relative effectiveness of printand digital media in advertising using a multi-methodological approach. Using eye-tracking...

In this study, we examine how a firm's decision to post on social media affects the propensity of its followers to: (a) purchase its products and (b) unfollow the firm. Using a unique dataset from a large fashion retailer which frequently sends mass non-customized information-only posts on...

We analyze the spillover effects of the online reviews of other co-visited products on the purchases of a focal product using clickstream data from a large retailer. Drawing upon signaling theory, as online reviews serve as signals, the proposed spillover effects are moderated by: (a) whether...

The past decade has seen a tremendous increase in the use of neurophysiological methods to better understand marketing phenomena among academics and practitioners. However, the value of these methods in predicting advertising success remains under-researched. Using a unique experimental protocol...