| Data privacy: Effects on customer and firm performance KD Martin, A Borah, RW Palmatier Journal of Marketing 81 (1), 36-58, 2017 | 245 | 2017 |
| Halo (spillover) effects in social media: do product recalls of one brand hurt or help rival brands? A Borah, GJ Tellis Journal of Marketing Research 53 (2), 143-160, 2016 | 151 | 2016 |
| Make, buy, or ally? Choice of and payoff from announcements of alternate strategies for innovations A Borah, GJ Tellis Marketing Science 33 (1), 114-133, 2014 | 54 | 2014 |
| Signaling revisited: The use of signals in the market for IPO s UD Park, A Borah, S Kotha Strategic Management Journal 37 (11), 2362-2377, 2016 | 22 | 2016 |
| Improvised Marketing Interventions in Social Media A Borah, S Banerjee, YT Lin, A Jain, A Eisingerich Journal of Marketing 84 (2), 69–91, 2020 | 9 | 2020 |
| A Strong Privacy Policy Can Save Your Company Millions K Martin, A Borah, R Palmatier Harvard Business Review, 2018 | 9 | 2018 |
| Big data analysis of volatility spillovers of brands across social media and stock markets M van Dieijen, A Borah, GJ Tellis, PH Franses Industrial marketing management 88, 465-484, 2020 | 6 | 2020 |
| Why silence is golden? firm participation in social media in an IPO context A Borah, UD Park, EC Pahnke Academy of Management Proceedings 2015 (1), 18812, 2015 | 5 | 2015 |
| Erratum to: Signaling revisited: The use of signals in the market for IPOs: Signaling Revisited (Strategic Management Journal,(2016), 37, 11,(2362-2377), 10.1002/smj. 2571) UD Park, A Borah, S Kotha Strategic Management Journal 38 (2), 483, 2017 | 3 | 2017 |
| The Dark Side of Big Data’s Effect on Firm Performance KD Martin, A Borah, RW Palmatier Marketing Science Institute Working Paper Series, 16-104, 2016 | 3 | 2016 |
| How Should Marketers Manage Data Privacy KD Martin, A Borah, RW Palmatier AMA Scholarly Insights, 2017 | 2 | 2017 |
| Understanding influence of marketing thought on practice: An analysis of business journals using textual and latent Dirichlet allocation (LDA) analysis A Borah, XS Wang, JHJ Ryoo Customer Needs and Solutions 5 (3-4), 146-161, 2018 | 1 | 2018 |
| Volatility Spillovers Across User-Generated Content and Stock Market Performance M van Dieijen, A Borah, G Tellis, PH Franses ERIM report series research in management Erasmus Research Institute of …, 2016 | 1 | 2016 |
| Social Media and Celebrity Endorsement: How Social Connections Can Impact Endorsement Effectiveness L Dunn, JA Hoegg, A Borah ACR North American Advances, 2016 | 1 | 2016 |
| Make, Buy, or Ally? Choice of and Payoff to Alternate Strategies for Innovations A Borah, GJ Tellis Choice of and Payoff to Alternate Strategies for Innovations (September 5, 2013), 2013 | 1 | 2013 |
| Big Data of Volatility Spilovers of Brands across Social Media and Stock Markets M Deijen, A Borah, G Tellis, PH Franses | | 2020 |
| A Strong Privacy Policy Can Save Your Company Millions M Kelly, B Abhishek, P Robert Customer Data and Privacy: The Insights You Need from Harvard Business Review, 2020 | | 2020 |
| Telling Both Sides of the Story: the Role of Risk in the Perceived Helpfulness of Online Reviews A Schlosser, A Borah ACR North American Advances, 2017 | | 2017 |
| BRANDING WHY RECALLS OFTEN HURT RIVALS A Borah, GJ Tellis HARVARD BUSINESS REVIEW 91 (11), 26-26, 2016 | | 2016 |
| Big Data Analysis of Volatility Spillovers of Brands across Social Media and Stock Market Performance M Dieijen, A Borah, GJ Tellis, PH Franses ERIM Report Series, 2016 | | 2016 |
