Martin Pyle
Assistant Professor
Ted Rogers School of Management
Ted Rogers School of Business Management
Toronto, Ontario
mpyle@torontomu.ca
Office:
(416) 979-5000 ext. 7691
Expert In
Bio/Research
After working for several years in the IT business sector as a software developer, consultant, and manager, Dr. Pyle returned to Queen’s University to complete his MSc and then his PhD in Marketing. His teaching approach emphasizes developing data-driven solutions to strategic issues in marketing...
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Bio/Research
After working for several years in the IT business sector as a software developer, consultant, and manager, Dr. Pyle returned to Queen’s University to complete his MSc and then his PhD in Marketing. His teaching approach emphasizes developing data-driven solutions to strategic issues in marketing, with a strong focus on the use of metrics and analytics.
Dr. Pyle primarily researches concepts relating to trust and trustworthiness, particularly in the context of word-of-mouth and online reviews. While consumers rely heavily on online reviews, businesses have a variety of means at their disposal to influence, or outright change, their reputation through hidden and deceptive means; within this context, Dr. Pyle looks at this phenomenon from the business perspective, as well as both reviewers and readers of reviews, using multiple methods to examine what happens in the real world and explain why it happens in the first place. He has shared his research in the top academic outlets and conferences.
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Dr. Pyle primarily researches concepts relating to trust and trustworthiness, particularly in the context of word-of-mouth and online reviews. While consumers rely heavily on online reviews, businesses have a variety of means at their disposal to influence, or outright change, their reputation through hidden and deceptive means; within this context, Dr. Pyle looks at this phenomenon from the business perspective, as well as both reviewers and readers of reviews, using multiple methods to examine what happens in the real world and explain why it happens in the first place. He has shared his research in the top academic outlets and conferences.
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