INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs

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Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation
—Peter N. Golder, Marnik G. Dekimpe, Jake T. An, Harald J. van Heerde, Darren S.U. Kim, and Joseph W. Alba [Publisher] [Google Scholar]

Societal Spillovers of TV Advertising: Social Distancing During a Public Health Crisis
—Ayan Ghosh Dastidar, Sarang Sunder, and Denish Shah [Publisher] [Google Scholar]

Does Disclosure of Advertising Spending Help Investors and Analysts?
—Sungkyun Moon, Kapil R. Tuli, and Anirban Mukherjee [Publisher] [Google Scholar]

Finding Goldilocks Influencers: How Follower Count Drives Social Media Engagement
—Simone Wies, Alexander Bleier, and Alexander Edeling [Publisher] [Google Scholar]

A Meta-Analysis of the Effects of Brands’ Owned Social Media on Social Media Engagement and Sales
—Georgia Liadeli, Francesca Sotgiu, and Peeter W.J. Verlegh [Publisher] [Google Scholar]

Does Topic Consistency Matter? A Study of Critic and User Reviews in the Movie Industry
—Eunsoo Kim, MengQi (Annie) Ding, Xin (Shane) Wang, and Shijie Lu [Publisher] [Google Scholar]

“We Earned the Coupon Together”: The Missing Link of Experience Cocreation in Shared Coupons
—Eric (Er) Fang, Beibei Dong, Mengzhou Zhuang, and Fengyan Cai [Publisher] [Google Scholar]

Brand Equity in Good and Bad Times: What Distinguishes Winners from Losers in Consumer Packaged Goods Industries?
—Koushyar Rajavi, Tarun Kushwaha, and Jan-Benedict E.M. Steenkamp [Publisher] [Google Scholar]