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Profs. Anindya Ghose and Arun Sundararajan Granted Google & WPP Marketing Research Awards

Two NYU Stern information systems professors, Anindya Ghose, assistant professor of information, operations and management sciences, and Arun Sundararajan, associate professor of information, operations and management sciences and NEC Faculty Fellow, were each granted Google & WPP Marketing Research Awards. As part of these prestigious awards, they will receive $75,000 and $65,000, respectively, to support their latest research.

Google and the WPP Group, a global marketing communications agency, jointly created the research program that provides these highly selective awards to improve understanding and practices in online marketing and to better understand the relationship between online and offline media.

Professor Ghose’s research proposal, “Modeling the Dynamics of Consumer Behavior in Mobile Advertising and Mobile Social Networks,” aims to examine how firms can measure and manage the economic value created by mobile phone-based user-generated content. Using a mix of methods such as dynamic structural models, hierarchical Bayesian modeling, and field experiments, the research will help advertisers design effective mobile advertising strategies – not only in terms of whom to target with what ad, but also in which location and in what form (e.g., video, audio, banner or text-based ad). Ultimately, the study will help advertisers better understand the emerging mobile multimedia content market, with a focus on what aspects of user-generated content most influence economic and social outcomes in mobile commerce and how, in turn, users respond to mobile advertising based on such user-generated content.

Professor Sundararajan’s proposal, “The Breadth of Contagion of the Oprah Effect: Measuring the Impact of Offline Media Events on Online Sales,” authored with alumna Gal Oestreicher-Singer (PhD ’08), a professor at Tel-Aviv University, studies the impact of offline media events on online economic outcomes, focusing on the economic contagion these events induce via online networks. The framework will initially be used to examine how demand shocks created by major TV events and newspaper reviews flow through networks of interconnected products, and how media events flow through networks of interconnected corporate brands. The study will shed light on how such offline media events redirect consumer attention online, thereby altering patterns of product demand, media consumption and social interaction. The researchers will quantify the events’ economic impact by developing measures of the magnitude (how large relative to historical trends), of the depth (how many links into the network) and of the persistence (how many days before outcomes return to normal) of the diffusion of such shocks through the network.