Marketing Models
Detailed Course Outline and Reading List

Social and New Media - March 18


Historical Perspectives

Text Chapter 12: Digital and Internet Marketing by Wendy W. Mode and David A. Schweidel.


Recent Contributions

Chevalier, Judith and Dina Mayzlin (2006), "The Effect of Word of Mouth on Sales: Online Book Reviews," Journal of Marketing Research, 43 (3), 345-354. 2011 William F. O’Dell Award. [Most highly-cited JMR paper since 2003.]


Bodapati, Anand V. (2008), “Recommendation Systems with Purchase Data,” Journal of Marketing Research, 45 (1), 77-93. 2009 Paul Green Award; 2012 William F. O’Dell Award.


Stephen, Andrew T. and Olivier Toubia (2010), "Deriving Value from Social Commerce Networks," Journal of Marketing Research, 47 (2), 215-228 [Winner John Howard Dissertation Award. Winner Donald R. Lehman Award. Runner Up for Paul E. Green and William F. O’Dell Awards.]

Berger, Jonah, and Katherine L. Milkman (2012), "What makes online content viral?" Journal of Marketing Research 49(2), 192-205.

  1. Choose a recent article on social or new media that you like and discuss its contribution to the literature, strengths and weaknesses.

  2. Why are there fewer articles on this topic in a B2B context?

  3. What are some good research questions? Are they doable? How?