Assimilation or Differentiation? Investigating the Effect of Competition on Sponsored Search Advertisers’ Keyword DecisionsJul 23, 2015 Shijie Lu and Sha Yang, 2015, 15-116
Develops a model of sponsored search advertisers’ keyword entry decisions; applies the model to a panel dataset of 1,252 keywords used by 28 manufacturers, retailers, and comparison websites that advertise on Google.
The Role of Paid, Earned, and Owned Media in Building Entertainment Brands: Reminding, Informing, and Enhancing EnjoymentJul 20, 2015 Mitchell J. Lovett and Richard Staelin, 2015, 15-115
Provides empirical evidence on the relative effectiveness of paid, earned, and owned media in the context of building an entertainment brand; develops a structural model of viewing decisions and applies the model to a new TV show setting.
How Expertise and Endorsement Style Impact Word of Mouth PersuasionJul 17, 2015 Grant Packard and Jonah Berger, 2015, 15-114
Over five studies, including textual analysis of almost 1,000 online reviews, examines how consumers’ expertise and endorsement language shape the persuasive impact of their word of mouth transmissions.
Integrating Social Media MetricsJul 9, 2015 Wendy W. Moe and David A. Schweidel, 2015, 15-113
Develops an integrated modeling framework for multiple commonly monitored social media metrics; applies the model to Twitter dataset
Cashback Is Cash Forward: Delaying a Discount to Increase Future SpendingJul 1, 2015 Prasad Vana, Anja Lambrecht, and Marco Bertini, 2015, 15-112
Examines purchase behavior in the context of online cashback shopping, using panel data obtained from a large cashback company.