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Journal of Marketing Lastest Research Articles

  • Privacy in the Sharing Economy Journal of AIS (Sunday, 31 March) - Contemporary C2C platforms, such as Airbnb, have exhibited considerable growth in recent years and are projected to continue doing so in the future. These novel consumer-to-consumer marketplaces have started to...
  • Modeling Multichannel Advertising Attribution Across Competitors MIS Quarterly (Sunday, 3 March) - The bursts and multiplicity of Internet advertising have made multichannel attribution an immediate challenge for marketing practitioners. Existing attribution models predominantly focus on analyzing consumers’ conversion paths with respect to...