My research examines how firm communication, data practices, and regulatory environments shape stakeholder perceptions and market outcomes. I focus on settings where information is incomplete or ambiguous, and where firm actions and language serve as signals of strategic intent, risk, or responsibility.
Across projects, I study how privacy regulation and strategic managerial communication influence consumer trust, investor attention, and firm behavior. My work combines theory from marketing strategy, information economics, and psychology to address questions that are substantively important to managers and policymakers.
Research Overview
Published Research
1. Can words speak louder than actions? Using top management teams’ language to predict myopic marketing spending
Martin, A., & Kushwaha, T. (2024)
Journal of Marketing, 88(6), 140–161
🔗 https://journals.sagepub.com/doi/10.1177/00222429241244804
Finalist for the 2024 Shelby D. Hunt and Harold H. Maynard Award
Finalist for the 2024 AMA and Marketing Science Institute H. Paul Root Award
2. Speaking your language, the psychological impact of dialect integration in artificial intelligence systems
Martin, A., & Jenkins, K. (2024)
Current Opinion in Psychology, 58, 101840
🔗 https://doi.org/10.1016/j.copsyc.2024.101840
3. How Managers Can Benefit from Multi-Modal AI Business Companions
Finkenstadt DJ, Govindarajan V, Martin A, Eapen TT. (2024)
California Management Review Insights
🔗 https://cmr.berkeley.edu/2024/06/how-managers-can-benefit-from-multi-modal-ai-business-companions/
Working Papers
4. Privacy protection or privacy priming? The effects of U.S. state data privacy regulations on brand perceptions
Martin, A., Gielens, K., & Kushwaha, T.
Under review at Marketing Science
This paper examines whether state-level privacy regulations primarily protect consumers or instead prime perceptions of risk, reshaping brand evaluations even in the absence of firm misconduct.
5. Impact of privacy data breaches on brand funnel metrics, the mitigating role of firm recovery strategies
Martin, A., Gielens, K., & Kushwaha, T.
Targeting Journal of Marketing
This project studies how different firm responses following data breaches influence recovery across stages of the brand funnel.
6. Rethinking Signaling Credibility: A Theory of Organizational Signaling on Racial Equity Following Racial Mega-Events.
Creary, S., Seegars, L., Bilgin, B., & Martin, A.
Targeting Academy of Management Journal
This research investigates systematic patterns in racial equity outcomes across organizations and institutional contexts.
7. Does breaking news break investors’ attention? Investors’ underreaction to new product announcements
Martin, A., Song, R., Park, E., & Kushwaha, T.
Targeting Journal of Marketing
This paper examines when and why investors underreact to innovation-related disclosures embedded in firm communications.
8. Multichannel Brand Management in the Age of AI: Fact, Fiction, and Future Directions
Bei, Z., Martin, A., Rajavi, K., & Kushwaha, T.
Targeting Journal of Retailing
This paper develops an integrative framework conceptualizing AI-enabled brand management as a coordinated system spanning product development, pricing, promotion, and brand reliability and risk.
Research in Progress
9. Learning effects of Multiple Data Breaches on Focal and Industry Peers
Martin, A., Bhattacharya, A., Bauer, C., & Forkmann, S.
This project examines what and how focal and industry peers learn after experiencing multiple data breaches.
10. Funnel Talk: Bridging Industry Anecdotes, Academic Theory, and the Language of B2B Success with Data,
Siri C., Martin, A., Brau B.
This project examines thousands of CRM email sales communications to empirically determine successful strategies for traversing the sales funnel.