In recent decades, retail has been faced with a challenging scenario, resulting from the
digital transformation driven by advances on the internet that has transformed retail business …

Purpose The purpose of this study is to present a systematic methodological review of the
application of field experiments in the domain of marketing research. By performing this …

With rapid economic growth largely fueled by digital technologies, online reviews are among
the new wave of technologies that still make a significant contribution to this new digital …

An increasing number of retailers are allowing consumers to freely switch between online
and offline and conducting coupon promotions to stimulate channel transfer. This paper …

With the growth of the digital economy, platform-led coupons are becoming an increasingly
popular marketing approach. How to optimally design coupon strategies to achieve the …

The proliferation of omnichannel practices and emerging technologies opens up new
opportunities for companies to collect voluminous data across multiple channels. This study …

We estimate the causal effects of different targeted email promotions on the opening and
purchase decisions of the consumers who receive them. To do so, we synthesize and …

Shared coupons, a new form of coupon, differ from coupons distributed directly from
businesses (ie, direct coupons) in that shared coupons combine two influential components …

We apply causal machine learning algorithms to assess the causal effect of a marketing
intervention, namely a coupon campaign, on the sales of a retailer. Besides assessing the …

Many digital platforms with large product assortments endorse a select group of items to
facilitate user choice. However, while it seems intuitive that such endorsement may increase …