Woochoel Shin
Brian R. Gamache Professor
Professor of Marketing
Warrington College of Business
University of Florida
Brian R. Gamache Professor
Professor of Marketing
Warrington College of Business
University of Florida
1. “The Company that You Keep: When to Buy a Competitor’s Keyword,” (with Preyas Desai and Richard Staelin), Marketing Science, 33(4), 485-508, 2014. [pdf]
2. “Keyword Search Advertising and First-Page Bid Estimates: A Strategic Analysis,” (with Wilfred Amaldoss and Preyas Desai), Management Science, 61(3), 507-519, 2015. [pdf] [Online Appendix]
3. “Keyword Search Advertising and Limited Budgets,” Marketing Science, 34(6), 882-896, 2015. [pdf] [Online Appendix]
4. “A Theory of Irrelevant Advertising: An Agency-Induced Targeting Inefficiency” (with Jiwoong Shin), Management Science, 69(8), 4481-4497. [pdf] [Online Appendix]
5. “Does an Integrated Ad Management Platform Yield Better Results? Evidence from a Field Experiment in Search Advertising” (with Wilfred Amaldoss and Srinivas Tunuguntla), working paper.
1. “Media Platforms’ Content Provision Strategy and Sources of Profits” (with Wilfred Amaldoss and Jinzhao Du), Marketing Science, 40(3), 527-547, 2021. [pdf] [Online Appendix]
2. “Pricing Strategy of Competing Media Platforms,” (with Wilfred Amaldoss and Jinzhao Du), Marketing Science, 43(3), 469-496, 2024. [pdf] [Online Appendix]
3. "Content Provision on UGC Platforms," (with Wilfred Amaldoss), forthcoming at Management Science. [pdf] [Online Appendix]
4. “Product Placement Advertising in Online Games: Implications of Social Interactions” (with Jinhong Xie and Huazhong Zhao), working paper.
1. “The Fateful First Consumer Review” (with Sungsik Park and Jinhong Xie), Marketing Science, 40(3), 481-507, 2021. [pdf] [Online Appendix] [Replication Files]
2. “Disclosure in Incentivized Reviews: Does It Protect Consumers?” (with Sungsik Park and Jinhong Xie), Management Science, 69(11), 6417-7150. [pdf] [Online Appendix] [Replication Files]
3. "Marketing Campaigns Overturned by Consumer Reviews: the Role of Reviewer Heterogeneity" (with Sungsik Park), working paper.
1. “Competing for Low-end Markets,” (with Wilfred Amaldoss), Marketing Science, 30(5), 776-788, 2011. [pdf] [Online Appendix]
2. “Multi-Tier Store Brands and Channel Profits,” (with Wilfred Amaldoss), Journal of Marketing Research, 52(6), 754-767, 2015. [pdf] [Online Appendix]
3. “Store Brands and Channel Coordination” (with Wilfred Amaldoss), working paper
4. “Store Brands and Category Captaincy” (with Wilfred Amaldoss), working paper