Event study methodology in the marketing literature: an overview
Event studies examine stock price movements around corporate events. These events can
be voluntary firm announcements (eg, new product introduction, alliance formation, channel …
be voluntary firm announcements (eg, new product introduction, alliance formation, channel …
How CEO/CMO characteristics affect innovation and stock returns: findings and future directions
Investor stock market response has received a great deal of attention in the marketing
literature. However, firms are not faceless corporations; individuals such as CEOs set their …
literature. However, firms are not faceless corporations; individuals such as CEOs set their …
Happiness begets money: Emotion and engagement in live streaming
Live streaming offers an unprecedented opportunity for content creators (broadcasters) to
deliver their content to consumers (viewers) in real time. In a live stream, viewers may send …
deliver their content to consumers (viewers) in real time. In a live stream, viewers may send …
Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site
The authors study the effect of word-of-mouth (WOM) marketing on member growth at an
Internet social networking site and compare it with traditional marketing vehicles. Because …
Internet social networking site and compare it with traditional marketing vehicles. Because …
Firm innovativeness and its performance outcomes: A meta-analytic review and theoretical integration
Drawing on the chain-of-effects model as a unifying framework, this meta-analysis indicates
that firm innovativeness indirectly affects firm value through its effects on market position and …
that firm innovativeness indirectly affects firm value through its effects on market position and …
The debate over doing good: Corporate social performance, strategic marketing levers, and firm-idiosyncratic risk
Marketers and investors face a heated, provocative debate over whether excelling in social
responsibility initiatives hurts or benefits firms financially. This study develops a theoretical …
responsibility initiatives hurts or benefits firms financially. This study develops a theoretical …
A meta-analysis of electronic word-of-mouth elasticity
The authors conduct a meta-analysis on the effect of electronic word of mouth on sales by
examining 51 studies (involving 339 volume and 271 valence elasticities) and primary data …
examining 51 studies (involving 339 volume and 271 valence elasticities) and primary data …
In pursuit of an effective B2B digital marketing strategy in an emerging market
In business markets, firms operating in develo** economies deal with burgeoning use of
the internet, new electronic purchase methods, and a wide range of social media and online …
the internet, new electronic purchase methods, and a wide range of social media and online …
Product innovation and firm performance in transition economies: A multi-stage estimation approach
Abstract Using Business Environment Enterprise Performance Surveys (BEEPS), this paper
provides a multistage empirical analysis of product innovation and firm performance in …
provides a multistage empirical analysis of product innovation and firm performance in …
Improving consumer mindset metrics and shareholder value through social media: The different roles of owned and earned media
Although research has examined the social media–shareholder value link, the role of
consumer mindset metrics in this relationship remains unexplored. To this end, drawing on …
consumer mindset metrics in this relationship remains unexplored. To this end, drawing on …