Research - Published Papers

1. People, Peace, Prosperity, and the Planet: A Journey Toward Sustainable Development in Consumer Research

Martin Mende, Abhishek Borah, Maura Scott, Lisa Bolton, Leonard Lee

Journal of Consumer Research, 2024 Forthcoming

2. The Journal of the Academy of Marketing Science at 50: A Historical Analysis 

Abhishek Borah, Francesca Bonetti, Angelito Calma, José Martí Parreño

Journal of the Academy of Marketing Science, Vol. 51, Issue 1, 2023

3. Fields of Gold: Scraping Web Data for Marketing Insights

      Johannes Boegershausen,  Hannes Datta,  Abhishek Borah,  Andrew Stephen

      Journal of Marketing, Vol. 86 Issue 5, 2022 (Lead Article)

      Companion website web-scraping.org;  Presentation to > 100 participants for JM Webinar 

4. Creative Appeals in Firm Generated Content and Product Performance

Jifeng Mu, Jonathan Zhang, Abhishek Borah, Jiayin Qi

Information Systems Research, Vol. 33, Issue 1, 2022

5. Marketing and Investor Behavior: Introspections, Insights, and Indications

Abhishek Borah, Bernd Skiera

International Journal of Research in Marketing, Volume 38, Issue 4, 2021

6. It Pays to Pay Attention: How Firm's and Competitor's Marketing Levers affect Investor Attention and Firm Value

Abhishek Borah, Cem Bahadir, Anatoli Colicev, Gerard Tellis

International Journal of Research in Marketing, Vol 39, Issue 1, 2022

7. The Journal of Public Policy and Marketing at 40: Celebrating its Past and Looking to the Future

Kelly Martin, Abhishek Borah, Maura Scott

Journal of Public Policy and Marketing, Vol 40, Issue 3, June 2021

8. Big Data Analysis of Volatility Spillovers of Brands across Social Media and Stock Markets

Myrthe van Diejen, Abhishek Borah, Gerard Tellis,Philip Hans Franses

Industrial Marketing Management, 88, 465-484, Jul 2020

9. Improvised Marketing Interventions in Social Media

Abhishek Borah, Sourindra Banerjee, Yuting Lin, Apurv Jain, Andreas Eisingerich

Journal of Marketing, Vol. 84, Issue 2, p 69-91, 2020

Winner of Lazaridis prize for the best paper on Innovation, Technology & Interactivity, 2020

10. Understanding Influence of Marketing Thought on Practice: An Analysis of Business Journals Using Textual and latent Dirichlet allocation (LDA) Analysis

Abhishek Borah, Xin (Shane) Wang, Jun Hyun (Joseph) Ryoo

Customer Needs and Solutions, 5(3-4), 146-161, 2018

11. A Strong Privacy Policy Can Save Your Company Millions

Kelly Martin, Abhishek Borah, Robert Palmatier

Harvard Business Review, Feb 2018

12. Data Privacy: Effects on Customer and Firm Performance

Kelly Martin, Abhishek Borah, Robert Palmatier

Journal of Marketing, Volume 81, Issue 1, 36-58, Jan-Feb 2017

Winner of Sheth Foundation/Journal of Marketing Award, 2022 (Best paper in the Journal of Marketing award in the fifth year after its publication in the Journal of Marketing )

13. Signaling Revisited: The Use of Signals in the Market for IPOs

David Park, Abhishek Borah, Suresh Kotha

Strategic Management Journal, Volume 37, Issue 11, 2362-2377, November 2016

14. Halo (Spillover) Effects in Social Media: Do Product Recalls of One Brand Hurt or Help Rival Brands

Abhishek Borah, Gerard J. Tellis

Journal of Marketing Research, Volume 53, Issue 2, April 2016, (Lead Article)

15. Make, Buy, or Ally? Choice of and Payoff to Announcements of Alternate Routes to Innovations

Abhishek Borah, Gerard J. Tellis

Marketing Science, Volume 33, Issue 1, January-February 2014