Mobile in-app advertising is now the dominant form of digital advertising. While these ads have excellent user-tracking properties, they have raised concerns among privacy advocates. This has resulted in an ongoing debate on the value of different types of targeting information, the incentives...

Targeting breadth is defined as the number of consumer interests that an ad network uses to form the set of potential advertisers who compete for an ad impression to a consumer in the context of display advertising. Despite its relevance and importance to display ad platforms, the impact and...

Purpose – We perform an empirical analysis of the effects of global consumer culture positioning (GCCP) in TV advertisements on consumer's brand evaluations (perceived quality, perceived price, and brand prestige) and attitude toward brand. Also, we analyze the moderating roles of consumer...

This study investigates the relationship between product involvement, WOM, and eWOM in the fast food industry between two sub-groups of young adult consumers in South Africa. A quantitative design was followed, with primary data (n = 201) gathered from respondents using a self-administered...

Marketing has to be completely rethought in the age of the digital revolution. An expansion of existing concepts and models, as has always been done since the 1950s, is no longer sufficient here. This means that findings from the past few decades, such as consumer focus and segmentation, can be...

Purpose - The purpose of this study is to apply hybrid cluster analysis in classifying PT Pelindo I customers based on the level of customer satisfaction with passenger services of PT Pelindo I. Design/methodology/approach - Hybrid cluster analysis is a combination of hierarchical and...