Author:

Keywords:

Social Sciences, Business, Business & Economics, CORPORATE SOCIAL-RESPONSIBILITY, FIRM-IDIOSYNCRATIC RISK, SHAREHOLDER VALUE, CUSTOMER SATISFACTION, STOCK-MARKET, TEXTUAL ANALYSIS, MODERATING ROLE, BRAND EQUITY, IMPACT, MEDIA, 1505 Marketing, Marketing, 3506 Marketing

Abstract:

The marketing–finance interface is an important research field in marketing, helping demonstrate the accountability of marketing within companies and building a necessary interdisciplinary bridge to finance and accounting research. Since the first comprehensive review article by Srinivasan and Hanssens (2009), the marketing–finance field has broad- ened considerably, as has research in finance and accounting. This updated systematic review of extant and new research integrates research in marketing, finance, and account-ing into an overarching marketing–finance research framework. We discuss new method- ological developments and offer solutions to recent technical debates on the event-study method and Tobin’s q. Motivated in part by a survey of marketing–finance researchers, the article identifies and synthesizes four key emerging research areas: digital marketing and firm value, tradeoffs between ‘‘doing good” and ‘‘doing well,” the mechanisms of firm-value effects, and feedback effects. The article closes with a future research agenda for this dynamic research field and offers key conclusions.