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INTEREST CATEGORY: MARKETING RESEARCH
POSTING TYPE: TOCs

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Editorial
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Teaching academia and inspiring analytics educators
Laura Munoz, Rich Miller

Efficacy of the Net Promoter Score in predicting online MBA students’ intentions to give back to their alma mater
—Ali Kara, John E. Spillan, Christine Bell [Google Scholar]

Analytics for all marketing majors: sparking interest in the uninterested
—Rebecca Dingus, Hulda G. Black, Nicole A. Flink []

Integrating AI-driven marketing analytics techniques into the classroom: pedagogical strategies for enhancing student engagement and future business success
—Kamaal Allil []

Ready, set, go! Deploying the social listening stoplight activity to teach marketing analytics using qualitative techniques
—Morgan M. Bryant, Jen Riley, Tiffanie Turner-Henderson, Dexter Purnell []

Rethinking the role of educators in the 21st century: navigating globalization, technology, and pandemics
—Ramy A. Rahimi, Grace S. Oh []

A scaffolded learning approach to increasing student comfort with Microsoft Excel
—Danny Weathers, Scott D. Swain []

Teaching marketing analytics: a pricing case study for quantitative and substantive marketing skills
—Bernd Skiera, Lukas Jürgensmeier []

Expanding data literacy to include data preparation: building a sound marketing analytics foundation
—Sidney Anderson []

Data-driven budget allocation of retail media by ad product, funnel metric, and brand size
—Vivian Qin, Koen Pauwels, Bobby Zhou []

Factors affecting online consumers’ cultural presence and cultural immersion experiences in live streaming shopping
—Lifu Li, Kyeong Kang, Yafei Feng, Anqi Zhao []

Different ethnicities with different fashion preferences, or one nationality with similar fashion preferences?
—Sookhyun Kim []

Determinants of smartphone brand switching intention of consumers in Hong Kong
—Mark Ng, Monica Law, Ka-fu Kevin Lin []

Helpful advertising messages reach consumers through user-generated videos: an empirical study from the audience involvement perspective
—Junpeng Guo, Siyuan Gou, Wenhua Li []

Engaging in customer citizenship behaviours to predict customer lifetime value
—José-Ramón Segarra-Moliner, Miguel-Ángel Moliner-Tena []

From data acquisition to validation: a complete workflow for predicting individual customer lifetime value
—Dongyun Nie, Michael Scriney, Xiaoning Liang, Mark Roantree []

Targeting effectiveness of mobile coupons: from exposure to purchase
—Wujin Chu, Jaewoo Joo []

Challenging the linearity assumption of intra-brand image confusion
—Malek Simon Grimm, Ralf Wagner []

Brand valuation: how convergent (or divergent) are global brand rankings and how correlated is brand value to enterprise value?
—Lindberg Leite []

Consumer complaint intentions: the impact of general and specific self-confidence
—Emrah Oney, Iman Aghaei []

Including “touch-and-feel” in online consumer research: optimizing information gain given costs of data online versus in-person
—Brooks Oppenheimer []

Distributed lags using elastic-net regularization for market response models: focus on predictive and explanatory capacity
—Andrés Martínez, Alfonso Salafranca, Ana E. Sipols, Clara Simon de Blas, Daniel van Hengel []

A statistical method for estimating piecewise linear sales trends
—Taku Moriyama, Masashi Kuwano, Masahito Nakayama []

Consumers as volunteers? The influence of value congruence on consumers’ voluntary performance
—Mohamed H. Elsharnouby, Tamer H. Elsharnouby, Chanaka Jayawardhena, Alaa M. Elbedweihy []

Software Review

Marketing analytics with RStudio: a software review
—David Dege, Philipp Brüggemann []