Faculty Profile

Koen Pauwels

Adjunct Professor - Department of Marketing

Publications

Kubler, Raoul V; Pauwels, Koen, Yildirim, Gokhan & Fandrich, Thomas (2018)

App Popularity: Where in the world are consumers most sensitive to price and user ratings?

Journal of marketing, 82(5), s. 20- 44. Doi: 10.1509/jm.16.0140

Many companies compete globally in a world in which user ratings and price are important drivers of performance but whose importance may differ by country. This study builds on the cultural, economic, and structural differences across countries to examine how app popularity reacts to price and ratings, controlling for product characteristics. Estimated across 60 countries, a dynamic panel model with product-specific effects reveals that price sensitivity is higher in countries with higher masculinity and uncertainty avoidance. Ratings valence sensitivity is higher in countries with higher individualism and uncertainty avoidance, while ratings volume sensitivity is higher in countries with higher power distance and uncertainty avoidance and those that are richer and have more income equality. For managers, the authors visualize country groups and calculate how much price should decrease to compensate for a negative review or lack of reviews. For researchers, they highlight the moderators of the volume and valence effects of online ratings, which are becoming ubiquitous in this connected world.

Ilhan, Behice Ece; Kubler, Raoul V & Pauwels, Koen (2018)

Battle of the Brand Fans: Impact of Brand Attack and Defense on Social Media

Journal of Interactive Marketing, 43, s. 33- 51. Doi: 10.1016/j.intmar.2018.01.003

Fans of a brand attack fans of rival brands on social media. Given the nature of such rival brand fan attacks, managers are unsure about how much control they should exercise on brand-negative comments on their owned social media touchpoints, and what brand actions drive these Attack, Defense and Across (ADA) posts. Multimethod analysis identifies ADA's impact across industries of technology, fast food, toothpaste, beverages, and sports apparel. Sentiment analysis identifies that fans posting in both communities stimulate both brand-negative and brand-positive comments. Despite their relatively low prevalence (1–6% of all posts), ADA posts induce broader social-media brand engagement as they substantially increase and prolong the effects of managerial control variables such as communication campaigns and new-product introductions. Brand managers, thus, have specific levers to stimulate the positive consequences of rival brand fan posting on their owned media.

Academic Degrees
Year Academic Department Degree
2001 UCLA, Anderson Graduate School of Management Ph.D.
1993 Institut d´Administration et de Gestion, Universite Catholique de Louvain M.S.
1993 Commercial Engineer, Economishe Hogeschool Limburg B.S.
Work Experience
Year Employer Job Title
2015 - Present BI Norwegian Business School Adjunct professor
2008 - Present Ozyegin University Professor
2008 - Present Groningen University Professor and Honorary Chair in research on marketing dynamics
2005 - 2009 Tuck School of Business at Dartmouth Associate professor
2001 - 2004 Tuck School of Business at Dartmouth Assistant Professor