We develop and describe a framework for research in digital marketing that highlights the
touchpoints in the marketing process as well as in the marketing strategy process where …

Electronic word of mouth (eWOM) has traditionally been examined as a prepurchase
behavior when it is sought (eWOM-seeking) and a postpurchase behavior when it is given …

This paper examines how a restaurant's online review ratings affect consumers to endorse
deal vouchers sold by the restaurant via social media before they redeem the vouchers …

This paper studies the optimal product and pricing decisions in a crowdfunding mechanism
by which a project between a creator and many buyers will be realized only if the total funds …

Platform competition is shaped by the likelihood of multihoming (ie, complementors or
consumers adopt more than one platform). To take advantage of multihoming, platform firms …

Modern online retailing practices provide consumers with new types of real-time information
that can potentially increase demand. In particular, showing sales information to a customer …

Electronic word of mouth (eWOM) has evolved dramatically in the past 20 years, and is
substantially shaping modern consumer behaviors and altering marketing management …

Reward-based crowdfunding has been increasingly used by entrepreneurs and small
businesses to raise capital for their creative projects. To keep the money raised, most …

We consider a monopolistic firm selling two substitutable products to a stream of sequential
arrivals whose purchase decisions can be influenced by earlier purchases. Before demand …

We investigate the factors that affect the growth of Groupon, the leading online daily deals
platform. We concentrate on the online-to-offline (O2O) aspect of the business that …