Wendy W. Moe Directory Page

Wendy W. Moe

Wendy W. Moe

Associate Dean of Master's Programs

Dean's Professor of Marketing

Co-Director of the Smith Analytics Consortium

Co-Editor of the Journal of Interactive Marketing

Ph.D., University of Pennsylvania, The Wharton School

  • Marketing

  • Wendy W. Moe is the Associate Dean of Master's Programs, Dean's Professor of Marketing and Co-Director of the Smith Analytics Consortium at the Robert H. Smith School of Business, University of Maryland.  She is an expert in online marketing and social media and is the author of Social Media Intelligence.  Professor Moe’s research has appeared in numerous leading journals.  She is the Co-Editor of the Journal of Interactive Marketing and serves on the editorial boards for Journal of Marketing Research, Marketing Science, and Journal of Marketing. In addition to her academic work, Professor Moe has consulted for numerous corporations and government agencies, helping them develop and implement state-of-the-art statistical models in the context of web analytics, social media intelligence and forecasting.  She has also been an expert witness and consultant for litigation related to online retailing, advertising, and branding issues.

    Professor Moe has been on the faculty at the University of Maryland since 2004. Prior to that, she was on the faculty at the University of Texas at Austin. She holds a PhD, MA and BS from the Wharton School at the University of Pennsylvania as well as an MBA from Georgetown University.

    Selected Publications

    Zhang, Kunpeng and Wendy W. Moe (2021), “Measuring Brand Favorability Using Large-Scale Social Media Data,” forthcoming at Information Systems Research.

    Berger, Jonah, Ashlee Humphreys, Stephan Ludwig, Wendy W. Moe, Oded Netzer and David Schweidel (2019), “Uniting the Tribes: Using Text for Marketing Insights,” forthcoming at Journal of Marketing.

    Moe, W. Wendy and Brian T. Ratchford (2018), “How the Explosion of Customer Data Has Redefined Interactive Marketing,” Journal of Interactive Marketing.

    Oates, Sarah and Wendy W. Moe (2018), “Donald Trump and the ‘Oxygen of Publicity’: Branding, Social Media and Traditional Media,” The Presidency and Social Media: Discourse, Disruption, and Digital Democracy in the 2016 Presidential Election, Routledge.

    Schweidel, David A. and Wendy W. Moe (2017), “Opportunities for Innovation in Social Media Analytics,” Journal of Product Innovation and Management.

    Moe, Wendy W., Oded Netzer, and David Schweidel (2017), “Social Media Analytics,” Handbook of Marketing Decision Models, ed. Berend Wierenga and Ralf van der Lans, Springer Science and Business Media.

    Zhang, Yuchi, Wendy W. Moe and David Schweidel (2016), “Modeling the role of message content and influencers in social media rebroadcasting,” International Journal of Research in Marketing.

    Schweidel, David A. and Wendy W. Moe (2016),” Binge Watching and Advertising,” Journal of Marketing.

    Healey, John and Wendy W. Moe (2016), “The Effects of Platform and Consumer Lifecycles on Content Sales in a Platform-Mediated Market,” International Journal of Research in Marketing, 33 (2).

    Moe, Wendy W. and David Schweidel (2014), Social Media Intelligence, Cambridge University Press.

    Schweidel, David and Wendy W. Moe (2014), “Listening in on Social Media: A Joint Model of Sentiment and Venue Format Choice” Journal of Marketing Research, 51 (4), 387-402.

    Moe, Wendy W. and David Schweidel (2014), “Digital and Internet Marketing,” History of Marketing Science, ed. Russ Winer and Scott Neslin.

    Braun, Michael and Wendy W. Moe (2013), “Online Advertising Campaigns: Modeling the Effects of Multiple Ad Creatives,” Marketing Science, 32 (5), 753-767.

    Moe, Wendy W. (2013), “Chapter 9: Targeting Display Advertising,” in Advanced Database Marketing: Innovative Methodologies & Applications for Managing Customer Relationships, ed. Kristof Coussement, Koen De Bock and Scott Neslin, Gower Publishing Company, pp. 209-228.

    Moe, Wendy W. and David A. Schweidel (2012), “Online Product Opinion: Incidence, Evaluation and Evolution,” Marketing Science, 31 (3), 372-386.

    Kulkarni, Gauri, P.K. Kannan and Wendy Moe (2012), “Using Online Search Data to Forecast New Product Sales, Decision Support Systems, 52 (3), 604-611.

    Moe, Wendy W., David A. Schweidel and Michael Trusov (2011), “What Influences Customers’ Online Comments” Sloan Management Review, Fall.

    Moe, Wendy W. and Michael Trusov (2011), “The Value of Social Dynamics in Online Product Ratings Forums,” Journal of Marketing Research, 48 (3), 444-456

    Moe, Wendy W. (2010), “Social Media Provide Valuable Way to Get Customer Feedback,” Washington Post, September 20, http://www.washingtonpost.com/wpdyn/content/article/2010/09/17/AR2010091... (link is external)

    News

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    Online Information Sessions set for Feb. 9, 16, 24

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    Reducing Gender Bias: A Take from Two Smith Professors

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    Research

    How Brands Can Use Facebook To Figure Out If People Like Them

    New Method Uses Facebook Data in an Improved Popularity Test

    Read the article : How Brands Can Use Facebook To Figure Out If People Like Them
    What Alexa and Twitter Can Tell Marketers

    Decoding Text For Better Marketing

    Read the article : What Alexa and Twitter Can Tell Marketers

    Insights

    What To Binge Watch Over Winter Break

    Looking for something to stream? Our experts have suggestions

    Read the article : What To Binge Watch Over Winter Break
    99 Men and 1 Woman?

    Here Are 54 Women Who Could Have Made Forbes' Innovator List

    Read the article : 99 Men and 1 Woman?
    What Makes You Keep Reading?

    Women Leading Research 2019: Wendy W. Moe

    Read the article : What Makes You Keep Reading?
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