Background Pharmaceutical companies spent $57.5 billion on pharmaceutical promotion in
the United States in 2004. The industry claims that promotion provides scientific and …

Although marketing scholars often seek to contribute new knowledge that is applicable
across industries, some industries have unique characteristics that require industry-specific …

The authors use evidence from store openings by a bricks-and-clicks retailer to examine the
drivers of substitution and complementarity between online and offline retail channels. The …

This paper examines the effect of recommender systems on the diversity of sales. Two
anecdotal views exist about such effects. Some believe recommenders help consumers …

Many firms capitalize on their customers' social networks to improve the success rate of their
new products. In this article, the authors analyze the dynamic effects of social influence and …

We study three ways firms can communicate about their brands—paid media (advertising),
earned media (word of mouth and online social media), and owned media (brand websites …

How does advertising influence consumer decisions and market outcomes? We utilize
detailed data on consumer shopping behavior and choices over bank accounts to …

We propose a structural model to study the effect of online product reviews on consumer
purchases of experiential products. Such purchases are characterized by limited repeat …

This paper quantifies the effects of online review platforms on restaurant revenue and
consumer welfare. Using a novel data set containing revenues and information from major …

The two main influences leading to adoption at the individual consumer level are marketing
communication and interpersonal communication. Although evidence of the effect of these …