Deep reinforcement learning (DRL) has opened up many unprecedented opportunities in revolutionizing the digital marketing field. In this study, we designed a DRL-based personalized targeting strate…
We discuss three main lines of comments on our paper: internal validity of the research given consumers’ potential misunderstanding of Black Lives Matter (BLM), challenges to the causal inference…
We scrutinize the direct and moderated impact of brands’ support for Black Lives Matter (BLM) on consumer responses. Our empirical strategy exploits Blackout Tuesday as a natural experiment in wh…
The proliferation of omnichannel practices and emerging technologies opens up new opportunities for companies to collect voluminous data across multiple channels. This study examines whether levera…
This study examines consumers’ time-inconsistent preferences in digital content consumption and their strategic self-control behaviors. We used a unique data set obtained from a major digital boo…