Marketing Theses and Dissertations

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http://hdl.handle.net/1903/2790

 

Recent Submissions

  • ESSAYS ON THE IMPACT OF ELECTRONIC WORD-OF-MOUTH DYNAMICS ON CONSUMER BEHAVIOR 

    Zhao, Xindi (2022)
    Recognizing the importance of product reviews for product sales in online retail platforms, this dissertation studies the effect of electronic word-of-mouth (e-WOM) dynamics on consumer behavior, including information ...

  • Essays on Digital Content Provision and Consumption 

    Wang, Chutian (2022)
    Consumption of digital content has become an inseparable part of consumers' lives today. As providers of digital content, media platforms continuously seek to pursue pricing and product design strategies that increase their ...

  • AN INVESTIGATION INTO THE IMPACT OF SEX ROLE IDENTITY ON THE EFFECTIVE PERFORMANCE OF SALESWOMEN 

    Bowers Comer, Lucette (1988)
    Because of an increasing shortage of qualified salespersonnel, recruiters for sales positions are very receptive to female applicants. Despite this, sex-discrimination is still detectable in the market place. Some sales ...

  • HOW AND WHEN SIGNALING IMPACTS CONSUMPTION 

    Kim, Nicole You Jeung (2021)
    This dissertation includes three essays that investigate the impact of signals that certain consumption choices can send to other consumers. In particular, each essay focuses on how consumers’ consumption-related decisions ...

  • TWO ESSAYS ON USER-GENERATED CONTENTS IN MARKETING 

    Huh, Jin-Hee (2020)
    This dissertation studies two topics regarding user-generated content (UGC) in social media context. Due to its rapid proliferation, UGC has received much attention among both practitioners and researchers. Although past ...

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