The number of mathematical models measuring “Word-of-Mouth” influence in marketing has been quite limited so far. The authors propose a new model based on the theory of branching processes that provides a framework for the computation of the effect of specific marketing communication. It also takes into account “spin-off” referrals. This model measures Word-of-Mouth impact on marketing and also...

Gray market activity has become increasingly prevalent. The prevailing wisdom in marketing is to use more severe enforcement to deter gray marketing. However, the certainty and speed of enforcement may also have a bearing on the incidence of violations. This article examines whether and how enforcement deters gray marketing. The results from a field survey of manufacturers and an experimental d...

Today, communication with consumers and their influence towards adopting healthy eating habits must represent a priority for public health authorities in every country around the world. This paper presents the main marketing resources, which can be used to healthier eating promotion among consumers. As nowadays marketing represents a key instrument in influencing the food choices of the modern ...

Digital media attribution aims to identify the combination of online marketing activities and touchpoints contributing to online sales conversion. Given the availability of unique useridentifiers, analysis conventionally traces the actions of single individuals. Traditional media attribution, on the other hand, evaluates the offline sales impact of offline marketing investments. Measurement is ...

REYNOLDS MORRISON Parental, peer, and tobacco marketing influences on adolescent smoking in South Africa. (Under the direction of Michael Eriksen, FACULTY MEMBER) Tobacco use is a major preventable cause of morbidity and mortality worldwide. Most smokers initiate smoking in childhood, become addicted, and continue the habit into adulthood. Various factors have been shown to impact smoking behav...

Stagnant perceptions continue to persist in the general public regarding the services libraries offer. LIS research suggests an increased need for marketing, yet LIS programs and students may not view marketing as core to the degree. The Google Online Marketing Challenge (GOMC), a global competition for online marketing, was incorporated into two LIS courses to build skills in project managemen...

This paper provides a ranking of 69 marketing journals using a new Hirsch-type index, the hg-indexwhich is the geometric mean of hg. The applicability of this index is tested on data retrieved from Google Scholar on marketing journal articles published between 2003 and 2007. The authors investigate the relationship between the hg-ranking, ranking implied by Thomson Reuters’ Journal Impact Facto...

News reports that carry positive or negative sentiment about a firm influence the firm’s stock price performance. This study examines the role of firm controllable marketing factors, namely, advertising spending and marketing capability, in moderating the relationship between news stories and firm stock returns. Drawing on a large panel data sample of over 7000 firmmonth observations, the resul...