This review paper offers a comprehensive overview of event study methodology within marketing literature, explaining how stock price movements around corporate announcements are analyzed to understand their financial impact. The authors summarize the current understanding of designing and interpreting event studies, providing guidelines for researchers and readers. The paper discusses various aspects of the methodology, including event definition, handling confounding factors, selecting appropriate asset pricing models, and addressing issues of statistical significance and sample selection bias. Furthermore, it provides practical guidance on implementing event studies using the Eventus platform and contrasts this approach with stock return response modeling. Ultimately, the paper aims to enhance the rigor and interpretation of event studies in marketing research, highlighting areas for future exploration.

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