The Rise of Omnichannel Promotion and Distribution
Online Marketplace AdvertisingMay 14, 2018 Hana Choi and Carl F. Mela, 2018, 18-112-05
This study examines the trade-off between advertising revenue and transaction revenue for online marketplaces. Results suggest that lowering the cost-per-action (fees) and increasing the cost-per-consideration (clicks) yields a “win-win" outcome for the platform and its advertisers.
Multichannel Management in the 21st CenturyApr 19, 2018
Webinar featuring Sandy Jap
In this webinar, Sandy Jap will discuss the changes in how customers are buying and what firms need to do about it in an increasingly multichannel world.
Detecting Fictitious Consumer Reviews: A Theory-Driven Approach Combining Automated Text Analysis and Experimental DesignOct 4, 2017 Ann Kronrod, Jeffrey K. Lee, and Ivan Gordeliy, 2017, 17-124-10
How to tell if that glowing (or scathing) consumer product review is authentic.
How Firms Can Shape the Customer Experience for Greater Success in Online RetailingAug 16, 2017 Alexander Bleier, Colleen M. Harmeling, and Robert W. Palmatier, 2017, 17-119-08
Insights on how retailers can adapt online “storefront” design elements for different brands and products.
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