Incentive problems in performance-based online advertising pricing : cost per click vs. cost per action
Yu (Jeffrey) Hu (Scheller College of Business, Georgia Institute of Technology, Atlanta, Georgia), Jiwoong Shin (School of Management, Yale University, New Haven, Connecticut), Zhulei Tang (Independent Consultant, Atlanta, Georgia)
| Year of publication: |
July 2016
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|---|---|
| Authors: | Hu, Yu Jeffrey ; Shin, Jiwoong ; Tang, Zhulei |
| Published in: |
Management science : journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0025-1909, ZDB-ID 206345-1. - Vol. 62.2016, 7, p. 2022-2038
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| Subject: | online advertising | cost per click | cost per action | incentive | adverse selection | moral hazard | pricing model | Online-Marketing | Internet marketing | Kosten | Costs | Theorie | Theory | Moral Hazard | Moral hazard | Adverse Selektion | Adverse selection | Prinzipal-Agent-Theorie | Agency theory | Preismanagement | Pricing strategy |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mnsc.2015.2223 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011518691