The Evolving Landscape of Martech and Advertising
What Drives Sharing of Online Digital Content? The Case of YouTube Video Ads on Social MediaFeb 14, 2019 Gerard J. Tellis, Deborah J. MacInnis, Seshadri Tirunillai, and Yanwei Zhang, 2019, 19-110-02
What influences video ad-sharing across social media? This study suggests some do's and don'ts for marketers aiming to develop the next viral video.
Measuring the Impact of a Single Negative Consumer Review on Online Search and Purchase Decisions Through a Quasi-Natural ExperimentJan 17, 2019 Marton Varga and Paulo Albuquerque, 2019, 19-103-01
A retailer's "newest first" display policy enabled researchers to quantfy the impact of just one bad product review.
Market Positioning Using Cross-Reward Effects in a Coalition Loyalty ProgramJan 9, 2019 Valeria Stourm, Eric T. Bradlow, and Peter S. Fader, 2019, 19-101-01
This study uses a unique dataset from a coalition loyalty program to assess how shared points across partner stores influence customer purchases.
Advertising and Brand Attitudes: Evidence from 575 Brands over Five YearsDec 11, 2018 Rex Yuxing Du, Mingyu Joo, and Kenneth C. Wilbur, 2018, 18-138
Estimating causal effects of ads on sales is difficult. Here's empirical guidance on using data for important practical questions: whether to advertise, how much to spend, and how to allocate ad budgets.
The Benefits Across Devices of Mobile Search AdvertisingNov 16, 2018 Michelle Andrews, Emory University
Marketers are spending more money on mobile search advertising, but consumers make most of their digital purchases on larger devices. Can mobile reap cross-device benefits?
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