Wendy W. Moe Directory Page

Wendy W. Moe

Wendy W. Moe

Dean's Professor of Marketing

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


Wendy Moe holds concurrent appointments as Dean’s Professor of Marketing at the University of Maryland’s Robert H. Smith School of Business and as an Amazon Scholar. She also serves as the Co-Director of the Smith Analytics Consortium. Her research focuses on issues related to online consumer behavior, digital advertising, social media analytics, and customer engagement. With implications for how consumers engage with AI, Wendy analyzes data to quantify consumer behaviors and related latent constructs. Professor Moe is highly-published with her research appearing in numerous leading business journals.  She is also the author of the book, Social Media Intelligence.  Professor Moe has consulted for numerous corporations and government agencies, helping them develop and implement state of-the-art statistical models in the area of web analytics, social media intelligence and forecasting. Her research in web analytics was the foundation for NetConversions, Inc., an early innovator in the area of online data collection and analysis and was part of the founding team that brought the company from start-up to acquisition in 2004.  She has also served as an expert witness in litigation related to online consumer behavior, data tracking and analytics, and online marketing and advertising.

Professor Moe has been on the faculty at the University of Maryland since 2004 and was the Associate Dean of Master's Programs at the Smith School of Business from 2019 to 2022. 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.

News

Smith Launches New Advisory Councils
At Maryland Smith, students are prepared with the knowledge and skills they need to succeed in their fields. But as those fields constantly…
Read News Story : Smith Launches New Advisory Councils
Maryland Smith New Grads Among Class of 2021 Best & Brightest MBAs

Jasmine Snead, Virginia Pierrie Selected by Poets & Quants as Among World’s Top 100 Graduating Full-Time MBAs

Read News Story : Maryland Smith New Grads Among Class of 2021 Best & Brightest MBAs
Maryland Smith Unveils Flex MBA for Part-Time Students

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

Read News Story : Maryland Smith Unveils Flex MBA for Part-Time Students

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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