Georgios Zervas recognized as a top marketing scholar

Questrom Assistant Professor of Marketing Georgios Zervas was recently inducted to the Marketing Science Institute Young Scholars Class of 2019. The honor recognizes remarkable marketing scholars who the Marketing Science Institute believes will lead the charge in exploring and expanding the next generation of marketing academics.

The young scholars, all of whom are between three and six years post-PhD, are focusing on various imperative aspects of marketing such as emerging technologies, quantitative marketing research, and large-scale studies of internet markets.

Zervas’s recent article published in Marketing Science, co-authored by USC Professor Davide Proserpio, explored the costs and benefits of hotels responding to negative reviews. Zervas sifted through over 300,000 reviews of 5,000 hotels in Texas on the wildly influential travel website TripAdvisor.

In a recent study, Zervas found that when managers engaged with reviews by responding to them, the average of reviews that followed was higher than if managers had stayed silent; the managers’ taking that extra step to prove they were listening to the needs of their customers paid off.

The alumni of Young Scholars now number nearly 300. They are academics, researchers, and teachers, skillfully conducting research in the top universities around the world and impacting marketing practice and theory in new and creative ways.

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