In this research, the authors introduce Second Life in undergraduate marketing courses to evaluate its impact on learning. Following the principles of active learning, they conducted two studies (“observing-reflection” and “observing-doing-reflection”) in which a total of 201 marketing students participated. Findings show that students who feel Second Life is more game-like and easy to use repo...

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 framework that predicts (1) the impact of corporate social performance (CSP) on firm-idiosyncratic risk and (2) the role of two strategic marketing levers, advertising and research and development (R&D), in e...