The ABC in Marketing Technologies: Apps, Brand Analytics and Cryptocurrencies

This dissertation explores in three essays how digital technologies can be used to apply, produce, and advance marketing science. The first essay examines research-driven apps, which are interactive tools that translate academic insights into accessible, usable formats. Through a literature review and two experiments it shows that these tools increase how relevant and interesting marketing research appears to managers and students. The author then develops a hands-on tutorial with two sample apps. The second essay looks at how language on social media shapes consumer behavior in cryptocurrency. Using two large social media datasets and two experiments, it finds that greedy language (e.g., “make money with crypto”) increases perceived profitability and drives consumers to invest. The third essay focuses on improving dictionary-based brand analytics using large language models. It develops a new method to generate context-specific dictionaries for text analysis, validating them using agentic AI and human annotation. It then applies them to 245,000 tweets about four luxury brands. The findings show that generative AI can improve brand analytics while reducing human involvement. Together, these essays demonstrate how digital technologies open up new ways to make marketing science more applicable, insightful, and scalable. The goal of this work is to encourage researchers to embrace technology to increase the real-world impact of their work and make marketing science more useful for managers and for society at large.