| Data privacy: Effects on customer and firm performance KD Martin, A Borah, RW Palmatier Journal of Marketing 81 (1), 36-58, 2017 | 831 | 2017 |
| Halo (spillover) effects in social media: do product recalls of one brand hurt or help rival brands? A Borah, GJ Tellis Journal of Marketing Research 53 (2), 143-160, 2016 | 358 | 2016 |
| Improvised Marketing Interventions in Social Media A Borah, S Banerjee, YT Lin, A Jain, A Eisingerich Journal of Marketing 84 (2), 69–91, 2020 | 146 | 2020 |
| Make, buy, or ally? Choice of and payoff from announcements of alternate strategies for innovations A Borah, GJ Tellis Marketing Science 33 (1), 114-133, 2014 | 115 | 2014 |
| Fields of gold: Scraping web data for marketing insights J Boegershausen, H Datta, A Borah, AT Stephen Journal of Marketing 86 (5), 1-20, 2022 | 89 | 2022 |
| Signaling revisited: The use of signals in the market for IPO s UD Park, A Borah, S Kotha Strategic Management Journal 37 (11), 2362-2377, 2016 | 64 | 2016 |
| Big data analysis of volatility spillovers of brands across social media and stock markets M Van Dieijen, A Borah, GJ Tellis, PH Franses Industrial Marketing Management 88, 465-484, 2020 | 32 | 2020 |
| A Strong Privacy Policy Can Save Your Company Millions K Martin, A Borah, R Palmatier Harvard Business Review, 2018 | 22 | 2018 |
| Creative appeals in firm-generated content and product performance J Mu, J Zhang, A Borah, J Qi Information Systems Research 33 (1), 18-42, 2022 | 19 | 2022 |
| The Journal of the Academy of Marketing Science at 50: A historical analysis A Borah, F Bonetti, A Calma, J Martí-Parreño Journal of the Academy of Marketing Science 51 (1), 222-243, 2023 | 10 | 2023 |
| It pays to pay attention: How firm's and competitor's marketing levers affect investor attention and firm value A Borah, SC Bahadir, A Colicev, GJ Tellis International Journal of Research in Marketing 39 (1), 227-246, 2022 | 10 | 2022 |
| Fields of Gold: Web Scraping for Consumer Research J Boegershausen, A Borah, A Stephen Marketing Science Institute Working Paper Series, 2021 | 9 | 2021 |
| Marketing and Investor Behavior: Insights, Introspections, and Indications A Borah, B Skiera International Journal of Research in Marketing 8 (4), 2021 | 8 | 2021 |
| The Journal of Public Policy & Marketing at 40: Celebrating History and Impact KD Martin, A Borah, M Scott Journal of Public Policy & Marketing 40 (3), 301-321, 2021 | 8 | 2021 |
| Understanding influence of marketing thought on practice: An analysis of business journals using textual and latent Dirichlet allocation (LDA) analysis A Borah, XS Wang, JHJ Ryoo Customer Needs and Solutions 5 (3), 146-161, 2018 | 8 | 2018 |
| The dark side of big data's e ff ect on fi rm performance KD Martin, A Borah, RW Palmatier Marketing Science Institute Working Paper Series, 16-104, 2016 | 8 | 2016 |
| Why silence is golden? Firm participation in social media in an IPO context A Borah, UD Park, EC Pahnke Academy of Management Proceedings 2015 (1), 18812, 2015 | 7 | 2015 |
| People, Peace, Prosperity, and the Planet: A Journey toward Sustainable Development in Consumer Research M Mende, A Borah, ML Scott, LE Bolton, L Lee Journal of Consumer Research 51 (1), 91-103, 2024 | 5 | 2024 |
| Fields of Gold: Generating Relevant and Credible Insights Via Web Scraping and APIs J Boegershausen, A Borah, H Datta, A Stephen | 5 | 2021 |
| Myopic price promotions in ipos: Evidence from ride-hailing platforms A Borah, MC Cohen, D Mitrofanov Available at SSRN 4275804, 2022 | 3 | 2022 |
