Selected Publications

The purpose of this paper is to investigate how social media affects US retailers’ customer-based brand equity (CBBE) which is an important indicator of brand success. The authors find strong impacts of owned and earned social media on CBBE across the board. However, they find that owned social media harms CBBE of retailers dealing in hedonic and high involvement products. Whereas owned social media helps general retailers in building CBBE, it reduces CBBE of specialty retailers.
In Admin Sci., 2018

Companies that engage in corporate activism risk taking stances that reflect the values of their management but alienate key segments of a politically divided customer base. Our data suggests that company executives should think carefully about customers’ political affiliations and likelihood to engage in positive and negative word-of-mouth.
In HBR, 2018

Analyzing daily data for 45 brands in 21 sectors using vector autoregression models, we find that social media brand fan following improves brand awareness, purchase intent, and customer satisfaction. Earned social media engagement volume affects brand awareness and purchase intent but not customer satisfaction, while positive and negative valence have the largest effects on customer satisfaction. Owned social media increases brand awareness and customer satisfaction but not purchase intent, highlighting a nonlinear effect of brand-controlled social media.
In JM, 2018

Recent & Upcoming Talks

Example Talk
Jun 1, 2030 1:00 PM

Recent Posts

More Posts

In this post I will show how to create an Rstudio project and manage it. My main reason for working in such projects is that I am able to manage all my code and content from one single folder on the computer. I also use here package to manage links in the code. For this tutorial you will need RStudio installed on your computer. The operating system doesn’t matter. I am using my MacBook Pro to record the videos.


This homework is based on Shiny app. Q1. Create the following 3 Shiny apps. Print a table of first n observations from mpg data set, where n is the number of observations to print. The default value of n will be 6 while users can select a numeric input anywhere between 1 and 20 observations. (3 points) Shiny app is visible here: Let users select a city from among the five Texan cities and then print “You selected [name of the city]”.


This note is pretty old. I have modified this note using dplyr package but still plenty of the code is still base R. The original note is available here: This file is just a small part of the original file. The original homework questions are available here: library(dplyr) library(here) Get the data in red <- read.csv(here::here("static", "data", "winequality-red.csv"), stringsAsFactors = F) red$wine <- "red" white <- read.csv(here::here("static", "data", "winequality-white.


Q1 A. Using presidential and economics data frames from ggplot2 package, recreate the following graphs. Before you start making the plots, first understand the data sets well. Start with checking the help panel by typing ?presidential and ?economics in the console. This will describe the variables in your data sets. Take a peek at the data using head() Get summary of the variables Note that you DON’T have to include all this in the homework.


In this post, I am covering a few things that I didn’t touch upon in the class previously. For this we will use mpg data from ggplot2 package. If you want to know more about the data and the variables, run the following command in your R console: ?ggplot2::mpg Get structure of the mpg data head(mpg) ## # A tibble: 6 x 11 ## manufacturer model displ year cyl trans drv cty hwy fl class ## <chr> <chr> <dbl> <int> <int> <chr> <chr> <int> <int> <chr> <chr> ## 1 audi a4 1.



I am scheduled to teach the following courses in fall 2018:

  • DA 6233 Section 1B: Data Analytics Visualization and Communication (MS in Data Analytics)
  • DA 6233 Section 2B: Data Analytics Visualization and Communication (MS in Data Analytics)
  • MKT 7043 Section 2: Seminar in Marketing Strategy (Marketing PhD)



The highly flexible website framework for Hugo with an extensible plugin mechanism. Create a beautifully simple site in under 10 minutes 🚀
Latest release

Install Now