User-Generated Content
Introduction
Special Issue of Marketing Science, Edited by Peter S. Fader and Russell S. Winer; Deadline 15 Jan 2010
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Call for Papers
Special Issue of Marketing Science on
User-Generated Content (UGC)
Special Issue Co-Editors
Peter S. Fader
The Wharton School of the University of Pennsylvania, Philadelphia, Pennsylvania 19104-6340, faderp@wharton.upenn.edu
Russell S. Winer
Stern School of Business, New York University, New York, New York 10012-1126, rwiner@stern.nyu.edu
Deadline: January 15, 2010
A recent call for funded proposals that was jointly sponsored by the Wharton Interactive Media Initiative () and the Marketing Science Institute () on UGC demonstrated a strong interest in a variety of research approaches (e.g., experimental, analytical theory, empirical structural, statistical, and data mining) that are being used to study the creation of and impact of UGC. Marketing Science strongly supports this area as important to our field—hence, this call for papers for a special issue.
Marketing Science is looking for innovative and groundbreaking papers that address issues related to UGC. Examples of paper topics might include the following:
- The role that UGC plays in the diffusion of products
- How UGC is spread across social networks
- Content analysis of UGC
- The impact of UGC in purchase, quantity, and timing models
- Consumer learning and UGC
All papers should be submitted via the Marketing Science Manuscript Central site, . Questions should be directed to Managing Editor Molly O’Donnell (molly.odonnell@informs.org).
All manuscripts must be submitted by January 15, 2010, and will go through a standard review process. All submissions should clearly indicate they are being considered for the special issue of Marketing Science on UGC.