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Digital Marketing Courses

A Meta-Analysis of Electronic Word-of-Mouth Elasticity:
Ya You, Gautham G. Vadakkepatt, and Amit M. Joshi​​​​​​​​​​​​​​​​​​ (2015)

A Thematic Exploration of Digital, Social and Mobile Marketing: Research Evolution from 2000-2015 and Agenda for Future Inquiry​:
Cait Lamberton and Andrew T. Stephen (2016)

App Popularity: Where in the World Are Consumers Most Sensitive to Price and User Ratings?
Raoul Kübler, Koen Pauwels, Gökhan Yildirim and Thomas Fandrich (2018)

Creating Effective Online Customer Experiences
Alexander Bleier, Colleen M. Harmeling, and Robert W. Palmatier (2019)

Driving Brand Engagement through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns
Christian Hughes, Vanitha Swaminathan and Gillian Brooks (2019)

Improvised Marketing Interventions in Social Media
Abhishek Borah, Sourindra Banerjee, Yu-Ting Lin and Apurv Jain (2020)

Improving Consumer Mindset Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned Media
Anatoli Colicev, Ashwin Malshe, Koen Pauwels, and Peter O’Connor (2018)

Let’s Make a “Deal”: How Deal Collectives Co-Produce Unintended Value from Sales Promotions
Colin Campbell and Hope Jensen Schau (2019)

Making Recommendations More Effective through Framings: Impacts of User- versus Item-Based Framings on Recommendation Click-Throughs
Phyliss Jia Gai and Anne-Kathrin Klesse (2019)

Marketing in the Sharing Economy
Giana M. Eckhardt, Mark B. Houston, Baojun Jiang, Cait Lamberton, Aric Rindfleisch and Georgios Zervas (2019)

Price Promotions and Popular Events
Wiebke I.Y. Keller, Barbara Deleersnyder, and Karen Gedenk (2019)

Scheduling Content on Social Media: Theory, Evidence, and Application
Yixing Chen Kanuri and Shrihari Sridhar (2018)

Seeding Strategies for Viral Marketing: An Empirical Comparison:
Oliver Hinz, Bernd Skiera, Christian Barrot and Jan U. Becker (2011)

Speed Up, Size Down: How Animated Movement Speed in Product Videos Influences Size Assessment and Product Evaluation
He (Michael) Jia, B. Kyu Kim, and Lin Ge (2019)

The Faces of Success: Beauty and Ugliness Premiums in Online Platforms
Ling Peng, Geng Cui, Yuho Chung, and Wanyi Zheng (2020)

The Informational Value of Social Tagging Networks:
Hyoryung Nam and P.K. Kannan (2014)

The Relative Effects of B2B (vs. B2C) Service Innovations on Firm Value and Firm Risk: An Empirical Analysis
Thomas Dotzel and Venkatesh Shankar (2019)

Uniting the Tribes: Using Text for Marketing Insight
Jonah Berger, Ashlee Humphreys, Stephan Ludwig, Wendy W. Moe, Oded Netzer and David A. Schweidel (2020)

Video Content Marketing: The Making of Clips
Xuan Liu, Savannah Wei Shi, Thales Teixeira, and Michel Wedel (2018)

What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence
Gerrard J. Tellis, Deborah J. MacInnis, Seshadri Tirunillai, and Yanwei Zhang (2018)

Search other Insights in the Classroom​
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