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2010 John A. Howard ÂÜÀòÉç¹ÙÍø Doctoral Dissertation Competition
50 Years Recognizing Excellent Marketing Dissertations

Award Winner and Honorable Mentions

The winner of the 2010 John A. Howard ÂÜÀòÉç¹ÙÍø Doctoral Dissertation Competition is:

Andrew T. Stephen, Assistant Professor at INSEAD
Degree Granting Institution: Columbia University
Dissertation Chairs: Don Lehmann and Olivier Toubia
Title of the Dissertation: Marketing Networks 2.0.

A short abstract of the winning dissertation appears at the bottom of the announcement.

I wish to thank the three judges who selected the award-winning submission.

Roland Rust
David Bruce Smith Chair in Marketing, University of Maryland
Former Editor, Journal of Marketing

Baba Shiv
Sanwa Bank, Limited, Professor of Marketing, Stanford University
Editor, Journal of Consumer Research

Russell Winer
William H. Joyce Professor of Marketing, NYU
Former Editor, Journal of Marketing Research

The judges also recommended Honorable Mentions for two dissertations.

Steven Sweldens, Assistant Professor at INSEAD
Degree Granting Institution: Erasmus University
Dissertation Chair: Stijn van Osselaer
Title of the Dissertation: Evaluative Conditioning Can Forge Direct and Indirect Affective Responses to Brands

Son K. Lam, Assistant Professor at University of Georgia
Degree Granting Institution: University of Houston
Dissertation Chair: Michael Ahearne
Title of the Dissertation: Customer Brand Identification as a Sustainable Competitive Advantage

The John A. Howard ÂÜÀòÉç¹ÙÍø Doctoral Dissertation Endowment was established in 1992 with the initial gift from Dr. Jagdish Sheth of Emory University in honor of his advisor. The purpose of the endowment is to both assure the continuity of the program and to further promote the importance of the dissertation process.

This year, there were 31 submissions from 5 different countries. I would also like to thank the reviewers for the competition. Nearly 100 people volunteered to review and over 70 people performed constructive reviews for the candidates.

Marketing Networks 2.0
Abstract

The Internet helps people be more socially connected than ever before. Online social networks, social media, user-generated media, and consumer-driven marketplaces (e.g., eBay) are phenomena of interest to both marketing academics and practitioners, and can have important marketing implications (e.g., consumer-generated media such as online product reviews can influence sales; cf. Chevalier and Mayzlin 2006). While some aspects of these phenomena have been studied and are at least somewhat understood, such as the marketing consequences of online word-of-mouth (WOM) or the role played by social network links in facilitating new product diffusion, many important questions about these complex phenomena that lie at the intersections of marketing, sociology, and psychology remain unanswered, particularly in relation to understanding consumers in this context, and whether economic value can be derived from social networking and emerging marketplace trends that combine networking and e-commerce (i.e., “social commerce”).

In contributing to the growing body of literature that attempts to address these unanswered questions, this dissertation considers four research questions (each addressed in a separate essay) related to social interactions between individuals in marketplaces: (1) how can network-based interactions between consumers within online marketplaces generate economic value for firms and for other marketplace participants, (2) what drives the formation and evolution of these network-based interactions, (3) what drives the activation of consumers’ network relationships with respect to the transmission of product-related information via word-of-mouth (WOM), and (4) what affects the reception of product-related information via WOM and how should the impact of WOM on consumers’ attitudes and behaviors best be measured and modeled?

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