Koen Pauwels

Northeastern University - D’Amore-McKim School of Business

360 Huntington Ave.

Boston, MA 02115

United States

SCHOLARLY PAPERS

12

DOWNLOADS
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Top 22,218

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4,295

SSRN CITATIONS

2

CROSSREF CITATIONS

1

Scholarly Papers (12)

1.

Omnichannel Marketing: The Challenge of Data-Integrity

Northeastern U. D’Amore-McKim School of Business Research Paper No. 3460580, NYU Stern School of Business
Number of pages: 31 Posted: 09 Oct 2019
University of Minnesota - Twin Cities, New York University (NYU) - Leonard N. Stern School of Business, New York University (NYU) - Leonard N. Stern School of Business, University of Pennsylvania - Marketing Department, Northeastern University - D’Amore-McKim School of Business, The Stephen M. Ross School of Business at the University of Michigan, Massachusetts Institute of Technology (MIT) - Management Science (MS) and University of North Carolina (UNC) at Chapel Hill - Marketing Area
Downloads 1,232 (31,600)
Citation 1

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2.

How Social Media Drove the 2016 US Presidential Election: A Longitudinal Topic and Platform Analysis

Number of pages: 98 Posted: 08 Sep 2020
Raoul Kübler, Koen Pauwels and Kai Manke
ESSEC Business School - Marketing Department, Northeastern University - D’Amore-McKim School of Business and Westfälische Wilhelms-Universität Münster
Downloads 1,225 (32,170)
Citation 3

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politics, marketing, social media, time series, probabilistic polls, election

3.

Racial Pay Gap in Influencer Marketing

Northeastern U. D’Amore-McKim School of Business Research Paper No. 4156872
Number of pages: 17 Posted: 20 Jul 2022 Last Revised: 26 Jul 2023
Amy Pei, Yakov Bart, Koen Pauwels and Kwong Chan
Northeastern University, Northeastern University - D'Amore-McKim School of Business, Northeastern University - D’Amore-McKim School of Business and Northeastern University
Downloads 499 (105,447)

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influencer marketing, racial pay gap, racial inequality, racial bias, George Floyd

4.

How ESG Reduces Risk: The Role of Consumers and Institutional Investors

Northeastern U. D’Amore-McKim School of Business Research Paper No. 4410032
Number of pages: 76 Posted: 18 Apr 2023
University of Texas at San Antonio, Northeastern University - D’Amore-McKim School of Business, University of Liverpool - Management School (ULMS), Northeastern University - D'Amore-McKim School of Business and Northeastern University - D’Amore-McKim School of Business
Downloads 319 (175,672)

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ESG, stakeholders, consumers, institutional investors, idiosyncratic risk, competitive intensity

5.

From Representation to Reception: Evaluating the Impact of Diversity in TV Advertising on Consumer Purchase Intention

Northeastern U. D’Amore-McKim School of Business Research Paper No. 4471248
Number of pages: 14 Posted: 18 Jun 2023 Last Revised: 19 Jan 2024
Rochester Institute of Technology, Imperial College London, Northeastern University - D'Amore-McKim School of Business and Northeastern University - D’Amore-McKim School of Business
Downloads 308 (181,669)
Citation 1

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advertising, diversity, equity, inclusion, panel data, purchase intention

6.

Should You Change Your Ad Messaging or Execution? It Depends on Brand Age

Number of pages: 32 Posted: 28 Aug 2021 Last Revised: 29 Nov 2021
Koen Pauwels, Bharat Sud, Robert Fisher and Kersi Antia
Northeastern University - D’Amore-McKim School of Business, University of Waterloo, University of Alberta - Department of Marketing, Business Economics & Law and University of Western Ontario - Richard Ivey School of Business
Downloads 198 (280,112)

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advertising, advertising messages and execution, brand management, Hausman-Taylor regression

7.

Bias from Voluntary Disclosure of Advertising Spending: Consequences and Remedies

Northeastern U. D’Amore-McKim School of Business Research Paper No. 4462446
Number of pages: 56 Posted: 31 May 2023
Yi Yin, Ashwin V. Malshe and Koen Pauwels
Northeastern University - D’Amore-McKim School of Business, University of Texas at San Antonio and Northeastern University - D’Amore-McKim School of Business
Downloads 174 (314,422)

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advertising spending, voluntary disclosure, systematic bias, machine learning

8.

Why and When to Launch New Products During a Recession: An Empirical Investigation of the U.K. FMCG Industry and the U.S. Automobile Industry.

Northeastern U. D’Amore-McKim School of Business Research Paper No. 4293497
Number of pages: 54 Posted: 19 Dec 2022
M. Berk Talay, Koen Pauwels and Steven Seggie
University of Massachusetts Lowell, Northeastern University - D’Amore-McKim School of Business and ESSEC Business School - Marketing Department
Downloads 156 (348,873)

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new product launch, recession, business cycles, fast moving consumer goods, automobile industry

9.

The Asymmetric Effect of Warranty Payments on Firm Value: The Moderating Role of Advertising, R&D, and Industry Concentration

International Journal of Research in Marketing, Vol. 38 (4), pp. 817-837, 2021
Number of pages: 78 Posted: 18 May 2021 Last Revised: 27 Jan 2022
Northeastern University - Marketing Area, Northeastern University - D’Amore-McKim School of Business, Bentley University - Department of Accountancy and Boston University - Questrom School of Business
Downloads 80 (556,613)

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Product warranty, product quality, marketing signals, firm value, marketing-finance interface

10.

Video Moves You: Randomized Field Experiment Shows How in-app Videos Increase Exercise

Northeastern U. D’Amore-McKim School of Business Research Paper No. 4627028
Number of pages: 31 Posted: 11 Dec 2023
Christoph Riedl and Koen Pauwels
Northeastern University - D’Amore-McKim School of Business and Northeastern University - D’Amore-McKim School of Business
Downloads 63 (633,856)

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health information technology, mobile apps, health and fitness, randomized field experiment

11.

Advertising's Impact on Brand Price Elasticity

Boston University Questrom School of Business Research Paper No. 4694207, Northeastern U. D’Amore-McKim School of Business Research Paper No. 4694207
Number of pages: 64 Posted: 24 Jan 2024
Koç University, Northeastern University - D’Amore-McKim School of Business, Boston University - Questrom School of Business and HEC Paris - Marketing
Downloads 41 (766,046)

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Advertising, price elasticity, mindset metrics, long-term effects, dynamic linear models, and empirical generalization.

12.

Do Mobile Payment Apps Influence Consumer Purchase Behaviors? Evidence from a Natural Experiment

Posted: 18 Feb 2020
Steven Qiang Lu and Koen Pauwels
University of Sydney Business School and Northeastern University - D’Amore-McKim School of Business

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Mobile Payment; Mobile Apps; Consumer Purchase Behavior; Convenience; Randomized Field Experiment; Natural Experiment