Research Areas
Research Areas
Digital/Social media analytics, International marketing, Diffusion of innovation, Financial marketing/Marketing metrics
Machine learning/AI, Business analytics, Customer relationship management (CRM)
Embedded Files
Journal Articles
Journal Articles
Cao, Zixia, Reo Song, Alina Sorescu, Ansley Chua (2023). Innovation potential, insider sales, and IPO performance: How firms can mitigate the negative effect of insider selling. Journal of Marketing
Chung, Doug, Kyoungwon Seo, Reo Song (2023). Efficient computation of discrete games: Estimating the effect of Apple on market structure. Production and Operations Management.
Kim, Joonhee, Reo Song, Woosung Kang (2022). The effect of temporal variation of prelaunch expectations on stock market response in the motion picture industry. Journal of Product Innovation Management
Moon, Sangkil, Nima Jalali, Reo Song (2021). Green-lighting scripts in the movie pre-production stage: An application of consumption experience carryover theory. Journal of Business Research
Song, Reo, Sungha Jang, Yingdi Wang, Dominique Hanssens, Jaebeom Suh (2021). Reinforcement learning and risk preference in equity linked notes markets. Journal of Empirical Finance
Song, Reo, Risto Moisio, Moon-Young Kang (2021). Capitalizing on the spirit of giving: Seeding virtual gift purchases in online social networks. European Journal of Marketing
Ha, Catherine (Kyoungnam), Reo Song, Gary Erickson (2020). Multidimensional brand equity and asymmetric risk. International Journal of Research in Marketing
Kim, Ho, Reo Song, Youngsoo Kim (2020). Newspapers' content policy and the effect of paywalls on pageviews. Journal of Interactive Marketing
Song, Reo, Ho Kim, Gene Moo Lee, Sungha Jang (2019).Does deceptive marketing pay? The evolution of consumer sentiment surrounding pseudo-product harm crises. Journal of Business Ethics
Zhen, Xueping, Gangshu (George) Cai, Reo Song, Sungha Jang (2019). The effects of herding and word of mouth in a two-period advertising signaling model. European Journal of Operational Research
Song, Reo, Sangkil Moon, Allan Chen, Mark Houston (2018). When marketing strategy meets culture: The role of culture in product evaluations. Journal of the Academy of Marketing Science
Song, Reo, Sungha Jang, George Cai (2016). Does advertising indicate product quality? Evidence from prelaunch and postlaunch advertising in the movie industry. Marketing Letters
Meyer, Jeffrey, Reo Song, Kyungnam Ha (2016). The effect of product placements on the evaluation of movies. European Journal of Marketing
Moon, Sangkil and Reo Song (2015). The roles of cultural elements in international retailing of cultural products: An application to the motion picture industry. Journal of Retailing
Song, Reo, Jeffrey Meyer, Kyungnam Ha (2015). The Relationship between product placement and the performance of movies: Can brand promotion in films help or hurt moviegoers’ experience? Journal of Advertising Research
Song, Reo, Dhruv Grewal, Ram Janakiraman, Kirthi Kalyanam, P. K. Kannan, Brian Ratchford (2010). Strategic management of online and offline retail pricing: A review and research agenda. Journal of Interactive Marketing (Authors are in alphabetical order)
Research in Progress
Research in Progress
Song, Reo, Eunho Park, Andre Martin, Tarun Kushwaha. Does breaking news break investors’ attention?
Song, Reo, Venky Shankar. International Launch Time Window and New Product Performance
Song, Reo, Gautham Vadakkepatt, Donald Lehmann. The Impact of Capital Structure on Marketing Efforts
Song, Reo and Aiden Lee. Predicting new product sales using generative AI.
Song, Reo, Frederick Wehler, Aiden Lee, Seungbae Kim. Enhancing learning efficacy through AI-generated lecture videos.
Lee, Aiden, Reo Song, and Jucheol Moon. Creating educational ads through generative AI.
Lee, Aiden, and Reo Song. Developing an AI teaching assistant using large language models.
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