Anatoli Colicev

Anatoli Colicev
Università commerciale Luigi Bocconi | Bocconi · Department of Marketing

PhD Decision Sciences and Statistics

About

16
Publications
14,735
Reads
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336
Citations
Introduction
My research interests lie in the area of marketing strategy, marketing-finance interface and social media marketing. My work has appeared in journals such as Journal of Marketing, International Journal of Research in Marketing, International Journal of Production Economics, Service Science, JOEPP and Marketing Science Institute Report Series. I have a diverse international background and speak fluently 4 languages.
Additional affiliations
August 2018 - present
Università commerciale Luigi Bocconi
Position
  • Professor (Assistant)
August 2016 - August 2018
Nazarbayev University
Position
  • Professor (Assistant)
Education
September 2012 - July 2016
September 2010 - July 2012

Publications

Publications (16)
Article
Full-text available
Although research has examined the social media-shareholder value link, the role of consumer mindset metrics in this relationship remains unexplored. To this end, drawing on the elaboration likelihood model and accessibility/ diagnosticity perspective, the authors hypothesize varying effects of owned and earned social media (OSM and ESM) on brand a...
Article
Full-text available
While research has successfully linked social media to separate customer metrics, an in-depth conceptual and empirical understanding of how social media affects the stages of the marketing funnel is currently lacking. We draw on extant theories of consumer information processing and source credibility to conceptually link and contrast the relations...
Article
Full-text available
User-generated content provides many opportunities for managers and researchers, but insights are hindered by a lack of consensus on how to extract brand-relevant valence and volume. Marketing studies use different sentiment extraction tools (SETs) based on social media volume, top- down language dictionaries and bottom-up machine learning approach...
Article
Full-text available
Although previous studies have established a direct link between customer-based metrics and stock returns, research is unclear on the mediated nature of their association. The authors examine the association of customer satisfaction and abnormal stock returns, as mediated by the trading behavior of short sellers. Using quarterly data from 273 firms...
Article
Full-text available
While multiple time-series analysis (MTSA) is a well-established method in economics, marketing, and finance, few studies have applied MTSA in organizational research. With the growing availability of data sources that contain detailed time-series data and the increasing importance of longitudinal designs, we argue that MTSA blends well with organi...
Article
Full-text available
Investors' attention to a firm's stock has been demonstrated to influence stock returns (Da et al., 2011). But does a firm's marketing information draw attention to a firm's stock? Research in finance, accounting, and marketing has investigated advertising as one potential driver of investors' attention to a firm's stock. How about other potential...
Article
Full-text available
Overview of research on Facebook likes. Enjoy this new series from JMR
Preprint
Full-text available
We relate earned and owned social media content of 45 US brands to awareness, purchase intent, and customer satisfaction. They find that, for most brands, both types of content can be impactful. However, brands are better served when they focus on what they can control-owned social media. The authors recommend an honest, relevant, and authentic app...
Article
Full-text available
As customer-brand engagement progressively shifts to digital domains, understanding social media effects in branding has become a vital issue. Social media effectiveness is especially important for the US retail sector due to intense competition among retailers for consumer attention and engagement on digital channels. Yet, the research on the effe...
Article
Full-text available
Purpose The purpose of this paper is to propose new directions for human resource management (HRM) research by drawing attention to online data as a complementary data source to traditional quantitative and qualitative data, and introducing network text analysis as a method for large quantities of textual material. Design/methodology/approach Th...
Conference Paper
Full-text available
Despite all the surrounding hype, it is still not clear exactly how social media affects consumer behavior. In an effort to contribute to the current debate on the effectiveness of social media marketing this study aims to theorize and empirically demonstrate how brand’s social media efforts influence a wide array of consumer mind-set metrics that...
Article
Full-text available
A lthough previous studies have documented a positive link between traditional media and brand performance, how social media is related to brand value has not yet been comprehensively explored. We propose a conceptual model to address this research gap, collecting a unique data set that captures information on user and brand actions on three social...

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Projects

Project (1)
Archived project
We show how social media affects daily stock market performance through mindset (purchase funnel) metrics across brands and categories. Our theory builds on the difference in trustworthiness and expertise between owned social media and the different layers of earned social media (size, engagement and sentiment). The results show that owned media is especially effective in driving awareness and advocacy, but not purchase intent - which is a key driver of abnormal stock returns. While negative social media comments reduce abnormal stock returns, positive comments reduces idiosyncratic risk. Our second stage analysis shows that reputable companies drive much more benefits from their owned social media.