Showing papers by "Gerard J. Tellis published in 2017"
TL;DR: This study analyzes the impact of offline television advertising on multiple metrics of online chatter or user-generated content and uses the method of synthetic control to construct a counterfactual (synthetic) brand as a convex combination of the rivals during the preadvertising period.
Abstract: This study analyzes the impact of offline television advertising on multiple metrics of online chatter or user-generated content. The context is a quasi experiment in which a focal brand undertakes a massive advertising campaign for a short period of time. The authors estimate multiple dimensions of chatter (popularity, negativity, visibility, and virality) from numerous raw metrics using the content and the hyperlink structure of consumer reviews and blogs. The authors use the method of synthetic control to construct a counterfactual (synthetic) brand as a convex combination of the rivals during the preadvertising period. The gap in the dimensions of chatter between the focal brand and the synthetic brand in the test versus advertising periods assesses the influence of advertising. Offline television advertising causes a short but significant positive effect on online chatter. This effect is stronger on information-spread dimensions (visibility and virality) than on content-based dimensions (popularity a...
53 citations
TL;DR: The best writing is short, simple, and idea packed as mentioned in this paper, but it can emerge from deep immersion in a phenomenon yielding a premise that refutes the assumption of the audience.
Abstract: Interesting research is impactful. It can emerge from deep immersion in a phenomenon yielding a premise that refutes the assumption of the audience. Theory should follow rather than precede the immersion in a phenomenon to explain it simply. The best writing is short, simple, and idea packed.
42 citations
TL;DR: In this paper, the authors reviewed the rapidly growing research in the area of the sharing economy and identified 28 theoretical propositions and 58 empirical findings, which they classified under six broad categories.
Abstract: This paper reviews the rapidly growing research in the area of the sharing economy. Considerable confusion exists about what constitutes the sharing economy, what has caused its growth, and which terms best describe the phenomenon, while the appearance of papers in different disciplines has hindered a summary of what is known and unknown so far. This paper explains the drivers of the rise of the sharing economy, defines what constitutes the sharing economy, and develops a framework to classify such platforms, research areas, and papers. It identifies 28 theoretical propositions and 58 empirical findings, which it classifies under six broad categories. The empirical papers use seven methods that differ substantially in rigor and popularity across sub-areas. Only a modest match exists between theoretical propositions and empirical findings. However, a common theme emerging from this review is that the sharing economy is transforming our society. The authors argue that the rich set of propositions and findings discussed in this paper can inform managers about strategies, lawmakers, regulators, and municipalities about policy, and researchers about future directions. For this purpose, the paper discusses the strengths and limitations of the papers reviewed and suggests an agenda for future research.
12 citations