We provide a selective survey of empirical evidence on the effects as well as the drivers of
persuasive communication. We consider persuasion directed at consumers, voters, donors …

An innovative and accessible guide to doing social research in the digital age. In just the
past several years, we have witnessed the birth and rapid spread of social media, mobile …

Manufacturers today are more inclined to engage in product remanufacturing due to strict
environment legislations and awareness of resource shortage worldwide. Meanwhile …

Marketing decision makers are increasingly aware of the importance of shareholder value
maximization, which calls for an evaluation of the long-term effects of their actions on …

A randomized experiment with 1.6 million customers measures positive causal effects of
online advertising for a major retailer. The advertising profitably increases purchases by 5 …

To measure the effects of advertising, marketers must know how consumers would behave
had they not seen the ads. The authors develop a methodology they call “ghost ads,” which …

In many markets, price promotions are a primary mechanism by which prices are adjusted.
This chapter presents an overview of how retail price promotions work in theory and in …

With the emergence of social media and Web 2.0, broadcasting in the online environment
has evolved into a new form of marketing due to the much broader reach enabled by …

In democracies, voters rely on media outlets to learn about politically salient issues. This
raises an important question: how strongly can media affect public perceptions? This paper …

The current paper aims to investigate the moderating role of liquidity in the relationship
between accounting and advertising expenditures and the financial performance of small …