PhDs.io — Knowledge that Transforms

Rejoinder on “Frontiers: The Interplay of User-Generated Content, Content Industry Revenues, and Platform Regulation: Quasi-Experimental Evidence from YouTube”

Nils Wlömert; Dominik Papies; Michel Clement; Martin Spann

Marketing Science 2023 open access

This rejoinder acknowledges the thoughtful commentary of Tushnet (2023) on Wlömert et al. (2023) and summarizes the study’s relevance for questions concerning platform regulation.

Optimizing Reserve Prices in Display Advertising Auctions

Hana Choi; Carl F. Mela

Marketing Science 2023 open access

This paper examines how publishers should set reserve prices in display advertising auctions when advertisers face practical constraints such as campaign reach.

The Design and Targeting of Compliance Promotions

Øystein Daljord; Carl F. Mela; Jason M. T. Roos; Jim Sprigg; Song Yao

Marketing Science 2023 open access

This paper addresses how and when to extrapolate experimental results for normative policy analysis, particularly in the context of compliance promotions in which consumers can self-select into treatment.

Frontiers: Breaking the Glass Ceiling: Empowering Female Entrepreneurs Through Female Mentors

Frank Germann; Stephen J. Anderson; Pradeep K. Chintagunta; Naufel J. Vilcassim

Marketing Science 2023 open access

Female entrepreneurs perform significantly better when guided by a female—as opposed to a male—mentor.

Frontiers: Which Firms Gain from Digital Advertising? Evidence from a Field Experiment

Weijia Dai; Hyunjin Kim; Michael Luca

Marketing Science 2023 open access

This paper runs a large-scale field experiment on restaurants to understand which types of businesses gain more from digital advertising.

Frontiers: The Interplay of User-Generated Content, Content Industry Revenues, and Platform Regulation: Quasi-Experimental Evidence from YouTube

Nils Wlömert; Dominik Papies; Michel Clement; Martin Spann

Marketing Science 2023 open access

A large quasi-experiment in Germany shows that user generated video streaming helps the niche but hurts big artists total music industry revenues.

Pricing Strategy of Competing Media Platforms

Wilfred Amaldoss; Jinzhao Du; Woochoel Shin

Marketing Science 2023 open access

Competing media platforms’ equilibrium pricing strategies in the presence of cross-side externalities between consumers and advertisers and their endogenous homing decisions.

Do Incentives to Review Help the Market? Evidence from a Field Experiment on Airbnb

Andrey Fradkin; David Holtz

Marketing Science 2023 open access

We study a field experiment of an incentivized review program on Airbnb and quantify its impact on reviewing behavior and market outcomes.

When Bulldozers Loom: Informal Property Rights and Marketing Practice Innovation Among Emerging Market Microentrepreneurs

Magda Hassan; Jaideep Prabhu; Rajesh Chandy; Om Narasimhan

Marketing Science 2023 42(1), 137-165 open access

Our paper shows that in contexts where formal ownership of productive assets is limited, informal leasing has a strong positive impact on innovation in marketing practices.

Advertising as a Reminder: Evidence from the Dutch State Lottery

Chen He; Tobias J. Klein

Marketing Science 2023 42(5), 892-909 open access

We show that advertising can act as a reminder for consumers who intend to buy a product.

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