Marketing Science

1982 - 2026

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Volume 45, issue 5, 2026

Leveraging Generative Artificial Intelligence to Create Visual Content in Digital Advertising pp. 893-912

Remi Daviet and Yohei Nishimura

Consumer Impatience, Technological Innovation, and Market Structure pp. 913-929

Chaewon Seol, Federico Rossi, Sara Valentini and Elisa Montaguti

Privacy-Preserving Data Fusion pp. 930-953

Longxiu Tian, Dana Turjeman and Samuel Levy

Unraveling Multifaceted User Preferences on Digital Platforms: A Bayesian Deep-Learning Approach pp. 954-974

Mingzhang Yin, Ziwei Cong and Jia Liu

The Ripple Effect of Platform Quality Controls in a Submarket: Evidence from a Secondhand Marketplace pp. 975-991

Yu Feng, Hui Li and Qiaowei Shen

Talking Without Speaking: Paid Trolls on Social Media and Court Decision pp. 992-1012

Yi Liu and Haitao (Tony) Cui

Optimizing Reserve Prices in Display Advertising Auctions pp. 1013-1037

Hana Choi and Carl F. Mela

An Empirical Analysis of Optimal Nonlinear Pricing in Business-to-Business Markets pp. 1038-1064

Soheil Ghili and Russ Yoon

Does Access to Human Coaches Lead to More Weight Loss Than With AI Coaches Alone? pp. 1065-1084

Anuj Kapoor, Sridhar Narayanan and Puneet Manchanda

Volume 45, issue 4, 2026

Frontiers: ChatGPT Referrals to E-Commerce Websites: How Do LLMs Compare Against Traditional Channels? pp. 699-715

Maximilian Kaiser and Christian Schulze

Frontiers: The Demand for Counterfeits: A Descriptive Analysis pp. 716-727

Nan Chen and Mengqi Xiang

Large Language Models for Market Research: A Data-Augmentation Approach pp. 728-751

Mengxin Wang, Dennis J. Zhang and Heng Zhang

Consumer Reviews and Regulation: Evidence from New York City Restaurants pp. 752-772

Chiara Farronato and Georgios Zervas

Consumer-Driven Class Pricing pp. 773-790

Zuhui Xiao

How Do Content Producers Respond to Engagement on Social Media Platforms? pp. 791-815

Simha Mummalaneni, Hema Yoganarasimhan and Varad Pathak

The Design of Centralized Matching Systems on Two-Sided Platforms: Evidence from the Ride-Hailing Market pp. 816-843

Xueli Zhang, Wei Miao, Junhong Chu and Ivan Png

Algorithmic Targeting and the Precision-Recall Tradeoff pp. 844-863

Ganesh Iyer, Yunfei (Jesse) Yao and Zemin (Zachary) Zhong

Advertiser Learning in Direct Advertising Markets pp. 864-891

Carl F. Mela, Jason M. T. Roos and Tulio Sousa

Volume 45, issue 3, 2026

The Value of Silence: The Effect of UMG’s Licensing Dispute with TikTok on Music Demand pp. 493-514

Mengjie (Magie) Cheng, Elie Ofek and Hema Yoganarasimhan

Price Caps by Matching Platforms: The Case of Ticket Resales pp. 515-533

Da He and Song Lin

Communicating Attribute Importance Under Competition pp. 534-555

Jae-Yun Lee, Jiwoong Shin and Jungju Yu

A Bayesian Dual Clustering Approach for Selecting Data and Parameter Granularities pp. 556-575

Mingyung Kim, Eric T. Bradlow and Raghuram Iyengar

Automated Targeted Bidding for Sponsored Ads on E-Commerce Platforms pp. 576-595

Ehsan Saremi and Upender Subramanian

Is Competition Only One Click Away? The Digital Markets Act’s Impact on Google Maps pp. 596-613

Louis-Daniel Pape and Michelangelo Rossi

Strategic Capacity Commitment: A Channel Competition Perspective pp. 614-631

Shuguang Zhang, Wei Shi Lim and Lucy Gongtao Chen

Leveraging Large-Scale Granular Single-Source Data for TV Advertising: An Identification Strategy pp. 632-652

Tsung-Yiou Hsieh, Rex Yuxing Du and Shijie Lu

Data and Algorithms: Strategic Disclosure of Competitiveness on Platforms Through Marketplace Analytics pp. 653-674

Yi Liu and Fei Long

Practice Paper—AI-Driven Behavioral Nudges for Organizations: An Integrative System for Sustainable Resource Management pp. 675-695

Christopher Amaral, Ceren Kolsarici, Iina Ikonen and Nicole Robitaille

Volume 45, issue 2, 2026

Frontiers: Content Quality Provision and Welfare Implications of Digital Platform Commission Fees pp. 249-257

Siddhartha Sharma and Amit Mehra

A Deep-DiD Method to Estimate Heterogeneous Treatment Effects: Application to Content Creator Selection pp. 258-279

Yan Cheng, Jingbo Wang, Xinyu Cao, Zuo-Jun Max Shen and Yuhui Zhang

Safety Reviews on Airbnb: An Information Tale pp. 280-317

Aron Culotta, Ginger Zhe Jin, Yidan Sun and Liad Wagman

A Model of Information Security and Competition pp. 318-334

Alexandre de Cornière and Greg Taylor

Novelty in Content Creation: Experimental Results Using Deep Learning–Based Image Recognition on a Large Social Network pp. 335-358

Justin Huang, Rupali Kaul and Sridhar Narayanan

Bargaining and Network Effects in Two-Sided Platforms: Evidence from Online Healthcare pp. 359-385

Xu Zhang, Junhong Chu and Puneet Manchanda

The End of Tourist Traps: The Impact of Review Platforms on Quality Upgrading pp. 386-427

Dante Donati

Entrepreneurs and Investors: Funding-Induced Distortions in Lean Start-up Product Experiments and Innovation pp. 428-448

K. Sudhir, Onesun Steve Yoo and Zihao Zhou

Exploring Peer Effects Associated with User Retention in a Socially Connected Business pp. 449-471

Yijun Chen and Nitin Mehta

Algorithmic Lending, Competition, and Strategic Provision of Preapproval Tools pp. 472-489

Qiaochu Wang, Yan Huang and Param Singh

Volume 45, issue 1, 2026

Gender-Based Pricing in Consumer Packaged Goods: A Pink Tax? pp. 1-14

Sarah Moshary, Anna Tuchman and Natasha Vajravelu

Regional Poverty Alleviation Partnership and E-Commerce Trade pp. 15-33

Zemin (Zachary) Zhong, Wenyu Zhou, Jiewei Li and Peng Li

Is Fair Advertising Good for Platforms? pp. 34-44

Di Yuan, Manmohan Aseri and Tridas Mukhopadhyay

Symbolic vs. Substantive Support: The Impact of Black Lives Matter on Black-Owned Businesses pp. 45-62

Siddharth Sharma, Justin Frake and Jared Watson

Bad Apples on Rotten Tomatoes: Critics, Crowds, and Gender Bias in Product Ratings pp. 63-79

Luis Aguiar

Job Security, Gender, and Sales Performance: Evidence from a Retail Sales Context pp. 80-107

Diego F. Salazar, Noah Lim and Ingrid Koch

The Evolution of Discrimination in Online Markets: How the Rise in Anti-Asian Bias Affected Airbnb During the Pandemic pp. 108-122

Michael Luca, Elizaveta Pronkina and Michelangelo Rossi

Applying Large Language Models to Sponsored Search Advertising pp. 123-141

Martin Reisenbichler, Thomas Reutterer and David A. Schweidel

Shrinkflation and Consumer Demand pp. 142-158

Aljoscha Janssen and Johannes Kasinger

Investigating the Impact of Advertising on Smoking Cessation: The Role of Direct-to-Consumer Prescription Drug Advertising pp. 159-174

Erfan Loghmani and Ali Goli

Vertical Competition on a Common Platform pp. 175-188

Xiaojuan Puyang, Zheyin (Jane) Gu, Rachel R. Chen and Juan Li

When Less Is More: Content Strategies for Subscription Video on Demand pp. 189-202

Miguel Godinho de Matos, Samir Mamadehussene and Pedro Ferreira

Estimating Position and Social Influence Effects in Online Search pp. 203-223

Ata Jameei Osgouei, Andrew T. Ching, Brian T. Ratchford and Shervin Shahrokhi Tehrani

Can Rising Eco-sensitivity Hurt Sustainability? Eco-impact of Durable Goods Innovations pp. 224-244

K. Sudhir, Ramesh Shankar and Yuan Jin