University of Southern California

Dina Mayzlin
Associate Professor of Marketing

USC Marshall School of Business
Los Angeles, CA 90089-0808

Phone: 
213-740-3360
Education: 
PhD, SB, MIT

Overview

Dina Mayzlin research focuses on how businesses manage social interactions. She also studies advertising and communication strategies. Professor Mayzlin's research has won a number of awards, including the John D.C. Little Best Paper Award, the ISMS Long Term Impact Award, the O'Dell Long Term Impact Award, and the Frank M. Bass Outstanding Dissertation Award. She serves on the editorial boards of Marketing Science, Journal of Marketing Research, and International Journal of Research in Marketing. Prior joining USC, Professor Mayzlin served on the faculty of Yale University's School of Management.

Research

Campbell, A., Mayzlin, D., and Shin, J. (2013) "Managing Buzz,".
Mayzlin, D., Dover, Y., and Chevalier, J. (2013) "Promotional Reviews: An Empirical Investigation of Online Review Manipulation," American Economic Review .
Mayzlin, D., and Yoganarasimhan, H. (2012) "Link to Success: How Blogs Build an Audience by Promoting Rivals," Managaement Science .
Mayzlin, D., and Shin, J. (2011) "Uninformative Advertising as an Invitation to Search," Marketing Science , 30 (4), 666-685.
Godes, D., and Mayzlin, D. (2009) "Firm-Created Word-of-Mouth Communication: Evidence from A Field Test," Marketing Science , 28 (4), 721-739.
Chevalier, J., and Mayzlin, D. (2006) "The Effect of Word of Mouth on Sales: Online Book Reviews," Journal of Marketing Research , 63, 345-354.
Mayzlin, D. (2006) "Promotional Chat on the Internet," Marketing Science , 25 (2), 155-163.
Godes, D., Mayzlin, D., Chen, Y., Das, S., Dellarocas, C., Pfeiffer, B., Libai, B., Sen, S., Shi, M., and Verlegh, P. (2005) "The Firm's Management of Social Interactions," Marketing Letters, 16, 415-428.
Godes, D., and Mayzlin, D. (2004) "Using Online Conversations to Study Word-of-Mouth COmmunication," Marketing Science , 23 (4), 545-560.