How Can “I” Help “You”? The Impact of Personal Pronoun Use in Customer-Firm Agent InteractionsSep 26, 2014 Grant Packard, Sarah G. Moore, and Brent McFerran, 2014, 14-110
Examines the impact of personal pronoun use by firm agents in customer-firm interactions; demonstrates that increased self-references to “me” and “I” on the part of the firm agent are more beneficial for customer attitudes and purchase behavior.
The Characteristics and Perceived Value of Mobile Word of MouthSep 23, 2014 Nicholas H. Lurie, Sam Ransbotham, and Hongju Liu, 2014, 14-109
Investigates (1) how content created on mobile devices differs from content created on desktop platforms and (2) how these characteristics affect the perceived value of mobile versus desktop word of mouth; based on 299,798 online restaurant reviews.
Marketing Return on Investment: Seeking Clarity for Concept and MeasurementSep 12, 2014 Paul W. Farris, Dominique M. Hanssens, James D. Lenskold, and David J. Reibstein, 2014, 14-108
Reviews current uses of ROI metric in marketing (MROI), covering marketing initiatives in different business sectors. Focuses on the connection between MROI and business objectives, highlighting different variants of MROI. Also discusses the importance of setting MROI hurdle rates that recognize marketing’s ability to drive revenue and firm’s cost of capital.
Marketing’s Impact on Firm Value: Generalizations from a Meta-AnalysisAug 19, 2014 Alexander Edeling and Marc Fischer, 2014, 14-107
Develops a meta-analysis of econometric elasticity estimates of the impact of marketing variables on firm value; based on 488 elasticities from 83 studies using data from North and South America, Europe, and Asia spanning 40 years (1971-2011).
Two Centuries of Epochal Innovation and Stock Market BubblesJul 8, 2014 Alina Sorescu, Sorin M. Sorescu, Will J. Armstrong, and Bart Devoldere, 2014, 14-106
Examines the potential role of epochal innovations as catalysts for stock market bubbles; compiles a census of 16 epochal innovations commercialized by the private sector in the U.S. and U.K, and measures the path of stock prices and dividends for firms involved in their commercialization.