Julie Bornstein, senior vice president of Sephora Direct, is seeking to double her budget for social media and other digital marketing initiatives for 2011. A number of digital efforts implemented in the past two years seem to be bearing fruit, and there is a desire to intensify Sephora's social...

Charities increasingly utilize social media tools in fundraising. This research studies three mechanisms by which Facebook “likes” affect charitable behavior: (1) signaling, (2) commitment escalation, and (3) social contagion. The first study manipulates the number of Facebook likes on a...

We conduct a quasi-field experiment in a virtual world environment to investigate the impact of social distance on economic choices. We design trust games with partner selection, in which the proposer chooses between a familiar responder and a stranger with a higher multiplier. When choosing...

We conduct a quasi-field experiment in a virtual world environment to investigate the impact of social distance on economic choices. We design trust games with partner selection, in which the proposer chooses between a familiar responder and a stranger with a higher multiplier. When choosing...