Jean-Pierre Dubé · John G. Lynch · Dirk Bergemann · Mert Demirer · Avi Goldfarb · Garrett Johnson · Anja Lambrecht · Tesary Lin · Anna Tuchman · Catherine Tucker

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October 2025pp. 975-984DOI: 10.1287/mksc.2024.0901 ↗

Is the Money Spent on Short-Form Video Social Platforms Worth It? The Role of Advertising Spillover in a Large-Scale Randomized Field Experiment on ByteDance

Yitian (Sky) Liang · Xinlei (Jack) Chen · Shengnan Han · Jinglong Zhang · Yubo Chen

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October 2025pp. 1125-1144DOI: 10.1287/mksc.2023.0575 ↗

Mass Shootings and Their Impact on Retail

Khai Chiong · Seung Mok (Simon) Kim · TI Tongil Kim

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October 2025pp. 985-994DOI: 10.1287/mksc.2024.0752 ↗

Optimizing Scalable Targeted Marketing Policies with Constraints

Haihao Lu · Duncan Simester · Yuting Zhu

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October 2025pp. 1082-1103DOI: 10.1287/mksc.2023.0640 ↗

Reputation for Privacy

Yunfei (Jesse) Yao

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October 2025pp. 1145-1162DOI: 10.1287/mksc.2024.1006 ↗

Search Fatigue, Choice Deferral, and Closure

Z. Eddie Ning · J. Miguel Villas-Boas · Yunfei (Jesse) Yao

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October 2025pp. 1188-1211DOI: 10.1287/mksc.2023.0275 ↗

Sustainable Consumption: A Strategic Analysis

Wilfred Amaldoss · Siddharth Prusty

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October 2025pp. 1038-1057DOI: 10.1287/mksc.2023.0287 ↗

The Value of Professional Ties in B2B Markets

Navid Mojir · Sriya Anbil

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October 2025pp. 1058-1081DOI: 10.1287/mksc.2022.0320 ↗