Abhishek Borah

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 · 2015 · 280 citations

Marketing Analytics, Consumer Uncertainty, Digital Marketing +25

Fields of Gold: Scraping Web Data for Marketing Insights

Johannes Boegershausen, Hannes Datta, Abhishek Borah et al. · Journal of Marketing · 2022 · 112 citations · Full text

Marketing Analytics, Data Science, Digital Marketing +13

Improvised Marketing Interventions in Social Media

Abhishek Borah, Sourindra Banerjee, Yu‐Ting Lin et al. · Journal of Marketing · 2020 · 110 citations · Full text

Entertainment Marketing, Digital Marketing, Emerging Media +26

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

Myrthe van Dieijen, Abhishek Borah, Gerard J. Tellis et al. · Industrial Marketing Management · 2019 · 28 citations · Full text

Volatility Modeling, Social Media, Engineering +10

Creative Appeals in Firm-Generated Content and Product Performance

Jifeng Mu, Jonathan Z. Zhang, Abhishek Borah et al. · Information Systems Research · 2021 · 20 citations

Customer Satisfaction, Digital Marketing, Consumer Research +16