Reference Effects - Publications - Faculty & Research

1979
Article

Approximating the Efficiency Gain of Tax Reforms

By: Jerry R. Green and Eytan Sheshinski

Proper analysis of tax reform requires evaluation of the welfare effects induced by a change from one tax system to another. We present two methods for estimating these changes using only local information pertaining to an initial equilibrium with distortive taxes. It... View Details

Keywords: Taxation; Governing Rules, Regulations, and Reforms; Change; Analysis

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2015
Other Teaching and Training Material

Marketing Reading: Digital Marketing

By: Sunil Gupta and Joseph Davin

Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and... View Details

Keywords: Advertising; Buzz Marketing; Internet Marketing; Marketing; Marketing Management; Social Media; Social Networks; Viral Marketing; Word-of-mouth Marketing; Digital; Internet; Marketing Channels; Marketing Reference Programs; Online Advertising; Advertising Industry

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Forthcoming
Article

Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers

By: Mengjie Cheng and Shunyuan Zhang

The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on influencers' reputations. We collected a novel dataset of user-generated YouTube videos created by prominent English-speaking influencers in... View Details

Keywords: Reputation; Mathematical Methods; Marketing Reference Programs; Social Media; Brands and Branding

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