Quantitative Marketing and Economics最新文献_第3页

Evaluating horizontal mergers in the presence of price promotions 评估存在价格促销的横向合并

Quantitative Marketing and Economics Pub Date : 2019-06-24 DOI: 10.1007/s11129-019-09213-7

Maxim Sinitsyn

引用次数: 2

Comments on “identification and semiparametric estimation of a finite horizon dynamic discrete choice model with a terminating action” 关于“带终止作用的有限视界动态离散选择模型的辨识与半参数估计”的评注

Quantitative Marketing and Economics Pub Date : 2019-04-11 DOI: 10.1007/s11129-019-09210-w

Øystein Daljord, Denis Nekipelov, Minjung Park

引用次数: 3

Can your advertising really buy earned impressions? The effect of brand advertising on word of mouth 你的广告真的能买到赢得的印象吗?品牌广告对口碑的影响

Quantitative Marketing and Economics Pub Date : 2019-04-06 DOI: 10.1007/s11129-019-09211-9

Mitchell J. Lovett, Renana Peres, Linli Xu

{"title":"Can your advertising really buy earned impressions? The effect of brand advertising on word of mouth","authors":"Mitchell J. Lovett, Renana Peres, Linli Xu","doi":"10.1007/s11129-019-09211-9","DOIUrl":"https://doi.org/10.1007/s11129-019-09211-9","url":null,"abstract":"Paid media expenditures could potentially increase earned media exposures such as social media posts and other word-of-mouth (WOM). However, academic research on the effect of advertising on WOM is scarce and shows mixed results. We examine the relationship between monthly Internet and TV advertising expenditures and WOM for 538 U.S. national brands across 16 categories over 6.5 years. We find that the average implied advertising elasticity on total WOM is small: 0.019 for TV, and 0.014 for Internet. On the online WOM (measured volume of brand chatter on blogs, user-forums, and Twitter), we find average monthly effects of 0.008 for TV and 0.01 for Internet advertising. Even the categories that have the strongest implied elasticities are only as large as 0.05. Despite this small average effect, we do find that advertising in certain events may produce more desirable amounts of WOM. Specifically, using a synthetic control approach, we find that being a Super Bowl advertiser causes a moderate increase in total WOM that lasts 1 month. The effect on online WOM is larger, but lasts for only 3 days. We discuss the implications of these findings for managing advertising and WOM.","PeriodicalId":501397,"journal":{"name":"Quantitative Marketing and Economics","volume":"150 6","pages":""},"PeriodicalIF":0.0,"publicationDate":"2019-04-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138524653","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 20

A study into mechanisms of attitudinal scale conversion: A randomized stochastic ordering approach 态度量表转换机制研究:随机排序方法

Quantitative Marketing and Economics Pub Date : 2019-01-25 DOI: 10.1007/s11129-019-09209-3

Zvi Gilula, Robert E. McCulloch, Yaacov Ritov, Oleg Urminsky

{"title":"A study into mechanisms of attitudinal scale conversion: A randomized stochastic ordering approach","authors":"Zvi Gilula, Robert E. McCulloch, Yaacov Ritov, Oleg Urminsky","doi":"10.1007/s11129-019-09209-3","DOIUrl":"https://doi.org/10.1007/s11129-019-09209-3","url":null,"abstract":"This paper considers the methodological challenge of how to convert categorical attitudinal scores (like satisfaction) measured on one scale to a categorical attitudinal score measured on another scale with a different range. This is becoming a growing issue in marketing consulting and the common available solutions seem too few and too superficial. A new methodology for scale conversion is proposed, and tested in a comprehensive study. This methodology is shown to be both relevant and optimal in fundamental aspects. The new methodology is based on a novel algorithm named <i>minimum conditional entropy</i>, that uses the marginal distributions of the responses on each of the two scales to produce a unique joint bivariate distribution. In this joint distribution, the conditional distributions follow a stochastic order that is monotone in the categories and has the relevant optimal property of maximizing the correlation between the two underlying marginal scales. We show how such a joint distribution can be used to build a mechanism for scale conversion. We use both a frequentist and a Bayesian approach to derive mixture models for conversion mechanisms, and discuss some inferential aspects associated with the underlying models. These models can incorporate background variables of the respondents. A unique observational experiment is conducted that empirically validates the proposed modeling approach. Strong evidence of validation is obtained.","PeriodicalId":501397,"journal":{"name":"Quantitative Marketing and Economics","volume":"25 5","pages":""},"PeriodicalIF":0.0,"publicationDate":"2019-01-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138524638","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 4

Is pharmaceutical detailing informative? Evidence from contraindicated drug prescriptions 药品明细是否具有参考价值？来自禁忌药物处方的证据

Quantitative Marketing and Economics Pub Date : 2018-11-09 DOI: 10.1007/s11129-018-9206-4

Guofang Huang, Matthew Shum, Wei Tan

引用次数: 0

Advertising and brand attitudes: Evidence from 575 brands over five years 广告与品牌态度：五年来 575 个品牌的证据

Quantitative Marketing and Economics Pub Date : 2018-09-20 DOI: 10.1007/s11129-018-9204-6

Rex Yuxing Du, Mingyu Joo, Kenneth C. Wilbur

引用次数: 0

Dynamic stochastic games with random moves 随机移动的动态随机博弈

Quantitative Marketing and Economics Pub Date : 2018-07-04 DOI: 10.1007/s11129-018-9200-x

Ulrich Doraszelski, Kenneth L. Judd

引用次数: 0