In the digital domain, our faculty seek to answer questions such as how digital products, social media, and online environments impact purchase, consumption, and product innovation; how consumers and firms respond to new digital technologies, digital communications and digital business models; how marketing actions affect online consumer behavior and lift company performance; and what drives marketing effectiveness and customer engagement. In the social domain, our faculty research questions how social factors influence consumers’ choices and how these factors can be leveraged to strengthen relationships between firms and consumers, improve individual and societal wellbeing, and support health, sustainability, and innovation.

Survey Research Best Practices: Evidence From Top Marketing Journals
Hull, J., Baugartner, H., Keith Smith
Journal of the Academy of Marketing Science
2018

Perspective-taking Doesn’t Help You Understand What Others Want
Eyal, T., Mary Steffel, Epley, N.
Harvard Business Review
2018

Where in the World are Consumers More Sensitive to Price and Ratings?
Koen Pauwels
Journal of Interactive Marketing
2018

Sales Scholarship: Honoring the Past and Defining the Future
Flaherty, K., Felicia Lassk, L., N., Marshall, G.W., Moncrief, W., Jay Mulki, Pullins, E.
Journal of Personal Selling and Sales Management
2018

Social Strategy as a Means to Gain Knowledge for Innovation
Candi, M., Roberts, D., Tucker Marion, Gloria Barczak
British Journal of Management
2018

Tailored Cheap Talk: The Effects of Privacy Policy On Ad Content and Market Outcomes
Gardete, P., Yakov Bart
Marketing Science
2018

Temporal Myopia in Sustainable Behavior When Facing Uncertainty
van der Wal, A., van Horen, F., Amir Grinstein
International Journal of Research in Marketing
2018

Battle of the Brand Fans: Impact of Brand Attack and Defense on Social Media
Koen Pauwels, Ilhan, B. E., Kubler, R.
Journal of Interactive Marketing
2018

Local Market Characteristics and Online-to-Offline Commerce: An Empirical Analysis of Groupon
Li, H., Shen, Q., Yakov Bart
Management Science
2018

Carbon Innumeracy
Amir Grinstein
, Evan, K., Chen, S., Seth, S., Ory, Z.
PLOS One
2018

Improving Consumer Mind-Set Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned
Colicev, A., Malshe, A. A., Koen Pauwels, O’Connor, P.
Journal of Marketing
2018

Pricing Best Sellers and Traffic Generators: The Role of Asymmetric Cross-selling
Kocas, C., Koen Pauwels, Bohlmann, J. D.
Journal of Interactive Marketing
2018

Marketing Survey Research Best Practices: Evidence and Recommendations from a Review of JAMS Articles
Hulland, J., Baumgartner, H., Keith Smith
Journal of the Academy of Marketing Science
2018

Delegating Decisions: Recruiting Others to Make Difficult Choices
Mary Steffel, Williams, E. F.
Journal of Consumer Research
2018

The Changing Bases of Mutual Trust Formation in Inter-Organizational Relationships: A Dyadic Study of University-Industry Research Collaborations
Hemmert, M., Bstieler, L., Gloria Barczak
Journal of Business Research
2017

Consumer Connectivity in a Complex, Technology-Enabled, and Mobile-Oriented World with Smart Products
Verhoef, P.C., Stephen, A.T., Kannan, P.K., Luo, X., Abhishek, V., Andrews, M., Yakov Bart, Datta, H., Fong, N.M., Hoffman, D.L., Hu, M., Novak, T., Rand, W., Zhang, Y.
Journal of Interactive Marketing
2017

Customer Engagement in a Big Data World
Aksoy, L., Kunz, W., Yakov Bart, Heinonen, K., Kabaday, S., Villarroel Ordenes, F., Sigala, M., Theodoulidis, B., Diaz, D.
Journal of Services Marketing
2017

Service Encounters, Experiences and the Customer Journey: Defining the Field and a Call to Expand beyond the Core Service Encounter
Paul W. Fombelle, Voorhees, C., Gregoire, Y., Gustafsson, A., Bone, S., Sousa, R.
Journal of Business Research
2017

Branding Strategies for High Technology Products: The Effects of Consumer and Product Innovativeness
Troung, Y., Klink, R., Amir Grinstein, Simmons, G., Palmer, M.
Journal of Business Research
2017

Physical Activity Counseling in Primary Care: Insights from Public Health & Behavioral Economics
Shuval, K., Leonard, T., Drope, J., Katz, D. L., Patel, A. V., Maitin-Shepard, M., Amir, O., Amir Grinstein
CA: A Cancer Journal for Clinicians
2017

A marketing perspective on business models
Gatignon, H., Lecocq, X., Koen Pauwels, Sorescu, A.
AMS Review
2017

Combining big data and lean startup methods for business model evolution
Seggie, S. H. , Soyer, E., Koen Pauwels
AMS Review
2017

Spillover Effects In Seeded Word-Of-Mouth Marketing Campaigns
Chae, I., Stephen, A. T., Yakov Bart, Yao, D.
Marketing Science
2016

Mobile Advertising: A Framework and Research Agenda
Grewal, D., Yakov Bart, Spann, M., Zubcsek, P. P.
Journal of Interactive Marketing
2016

Responding to the 98%: face-enhancing strategies for dealing with rejected customer ideas
Paul W. Fombelle, Bone, S. A., Lemon, K. N.
Journal of Academy of Marketing Science
2016

Defining service innovation, a review synthesis
Snyder, H., Witell, L., Gustafsson, A., Paul W. Fombelle, Kristensson, P.
Journal of Business Research
2016

Identifying Categories of Service Innovation: A Review and Synthesis of the Literature
Witell, L., Snyder, H., Gustafsson, A., Paul W. Fombelle, Kristenssson, P.
Journal of Business Research
2016

“Mere Measurement Plus”: How Solicitation of Open-Ended Positive Feedback Influences Customer Purchase Behavior
Bone, S. A., Lemon, K. N., Voohrees, C., Liljenquist, K. N., Paul W. Fombelle, Detienne, K. B., Money, R. B.
Journal of Marketing Research
2016

Shopping under the influence of curiosity: How retailers use mystery to drive purchase motivation
Hill, K. M., Paul W. Fombelle, Sirianni, N.
Journal of Business Research
2016

Spare the Rod and Spoil the Child? How Praising, Scolding, and Assertiveness can Encourage Desired Behaviors
Amir Grinstein, Kronrod, A.
Journal of Marketing Research
2016

The Boomerang Effect of Descriptive Norm Demarketing: Extension and Remedy in an Environmental Context
Yakobovitch, N., Amir Grinstein
Journal of Public Policy and Marketing
2016

Whose Innovation Performance Benefits More from External Networks: Entrepreneurial or Conservative Firms?
Baker, W., Amir Grinstein, Harmancioglu, N.
Journal of Product Innovation Management
2016

Customizing your Social Strategy to the Platform
Tucker J. Marion, Roberts, D., Candi, M., Gloria Barczak
Sloan Management Review
2016

Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance
Koen Pauwels, Zeynep Aksehirli, Lackman, A.
International Journal of Research in Marketing
2016

Demonstrating the Value of Marketing
Hanssens, D. M., Koen Pauwels
Journal of Marketing
2016

The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework
de Haan, E., Wiesel, T., Koen Pauwels
International Journal of Research in Marketing
2016

No Comment?! The Drivers of Reactions to Online Posts in Professional Groups
Rooderkerk, R. P., Koen Pauwels
Journal of Interactive Marketing
2016

The Impact of Brand Familiarity on Online and Offline Media Synergy
Koen Pauwels, Demirci, C., Yildirim, G., Srinivasan, S.
International Journal of Research in Marketing
2016

Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising
Kireyev, P., Koen Pauwels, Gupta, S.
International Journal of Research in Marketing
2016

Community Participation and Consumer to Consumer Helping: Does Participation in Third-Party Hosted Communities Reduce the Likelihood to Help?
Thompson, S. A., Kim, M., Keith M. Smith
Journal of Marketing Research
2016

Passing the Buck: Delegating Choices to Others to Avoid Responsibility and Blame
Mary Steffel, Williams, E. F., Perrmann-Graham, J.
Organizational Behavior and Human Decision Processes
2016

Ethically Deployed Defaults: Transparency and Consumer Protection Via Disclosure and Preference Articulation
Mary L. Steffel, Williams, E. F., Pogacar, R.
Journal of Marketing Research
2016

Big Data and consumer behavior: imminent opportunities
Hofacker, C. F., Malthouse, E. C., Fareena Sultan
Journal of Consumer Marketing
2016

New Books

Social Media Marketing: Principles and Strategies (2nd ed.)
Stephen, A. T., Yakov Bart
Stukent
2017
Recognized as leaders in the field of marketing, our distinguished faculty serve in a number of key editorial positions on academic journals, university presses and other scholarly outlets.

IEEE Transactions on Engineering Management: Gloria Barczak, Editorial Board Member

International Journal of Research in Marketing: Koen Pauwels, Senior Editor

Journal of Business Research: Paul Fombelle, Editorial Board Member

Journal of Interactive Marketing: Yakov Bart, Editorial Board Member; Koen Pauwels, Editorial Board Member; Fareena Sultan, Editorial Board Member

Journal of International Marketing: Amir Grinstein, Editorial Board Member

Journal of Marketing: Koen Pauwels, Associate Editor; Amir Grinstein, Editorial Board Member

Journal of Marketing Analytics: Fareena Sultan, Editorial Board Member

Journal of Marketing Theory and Practice: Jay Mulki, Editorial Board Member

Journal of Personal Selling and Sales Management: Felicia Lassk, Editorial Board Member; Jay Mulki, Editorial Board Member

Journal of Product Innovation Management: Gloria Barczak, Editor-in-Chief

Journal of Retailing: Koen Pauwels, Editorial Board Member

Marketing Education Review: Felicia Lassk, Editorial Board Member

Psychology & Marketing: Jay Mulki, Editorial Board Member
Yakov Bart: 2018 DMSB Ronald Copeland Best Paper Award Finalist

Yakov Bart: 2017 Recognized as one of the 40 Best Undergraduate Business Professors by Poets & Quants

Yakov Bart: 2017 Research Award from the Center for Emerging Markets at D’Amore-McKim School of Business

Yakov Bart: 2017 Journal of Interactive Marketing Best Paper Award

Yakov Bart: 2017 TIER 1 Interdisciplinary Research Seed Grant, Northeastern University

Yakov Bart: 2016 Knowledge Exchange Program Award, NSF Northeast Big Data Innovation Hub

Yakov Bart: 2015 and 2016 Research Grant Recipient, Marketing Science Institute

Paul Fombelle: 2017 TIER 1 Interdisciplinary Research Seed Grants, Northeastern University

Amir Grinstein: 2016 Research Grant Recipient, Marketing Science Institute

Jay Mulki: 2017 Research Award from the Center for Emerging Markets at D’Amore-McKim School of Business

Koen Pauwels: 2018 Winner of Gary L. Lilien ISMS-MSI Practice Prize, Marketing Science conference

Koen Pauwels: “Top 100 Inspirational Alumnus”, UCLA

Koen Pauwels: 2017 Davidson Best Paper Award, Journal of Retailing

Koen Pauwels: 2017 Research Award from the Center for Emerging Markets at D’Amore-McKim School of Business

Koen Pauwels: Named D’Amore-McKim School of Business Distinguished Professor of Marketing

Mary Steffel: 2018 Recognized as one of the 50 Top Undergraduate Business Professors by Poets & Quants

Mary Steffel: 2016 DMSB Ronald Copeland Best Paper Award Finalist

Fareena Sultan: 2017 Journal of Consumer Marketing Best Paper Award

Fareena Sultan: 2016 Research Grant Recipient, Marketing Science Institute

Jennifer Yule: 2018 DMSB Teacher of the Year Award Winner (peer nominated award)

Jennifer Yule: 2016 DMSB Best Teacher of the Year Award Finalist (student nominated award)

Yakov Bart: Named Joseph G. Riesman Research Professor and Thomas E. Moore Faculty Fellow

Paul Fombelle: Named Thomas E. Moore Faculty Fellow

Amir Grinstein: Named Patrick F. & Helen C. Walsh Research Professor and Thomas E. Moore Faculty Fellow

Jay Mulki: Named Renfro Fellow


Upcoming Events

Apr 1

Carl Mela of Duke University will present as part of the Marketing Group seminar series.

Apr 18

Nailya Ordabayeva, Assistant Professor of Marketing at Boston College, will be discussing her work.